In this episode of The Persuaders Marketing Podcast, an interview with Niall O'Grady, General Manager - Marketing for Permanent TSB, who recently won the Marketer of the Year Award from Marketing Magazine. Plus, we discuss the background to the latest Guinness advertising campaign 'Tipping Point' with Grainne Wafer, Marketing Manager for Guinness Ireland.

Internet Marketing Debate from the Empathy Internet Marketing Conference held in Dublin on October 2007. On the side proposing the motion that Irish Marketers are Ready for the Internet were Jonathan Forrest of Cybercom, Rob Price of Diffinity and Simon Ferguson of SalesOnline.ie

The press team was led my yours truly with Richard Delevan, journalist and blogger and Conor Brophy of Newstalk 106-108fm. Michael Dwyer chaired the proceedings. NOTE: Given the length of this podcast, I encoded it at a lower rate than ususal in order to save on download time - I hope this does not affect your listening experience.

Key Timelines

Jonathan Forrest - Cybercom 3'25"

Alex Gibson - The Persuaders 10'10"

Simon Ferguson - Salesonline 16'15"

Conor Brophy - Newstalk 106-108fm23'30"

Rob Pryce - Diffinity Ireland 31'50"

Richard Delevan 38'00"

Audience Questions 51'00"

Douglas Mc Arthur Comments on best speaker and question 59'00"

This is a practical case-study in small business branding, where Gerard Tannam of Islandbridge talks with me and Margaret Ward of corporate writing and editing specialists Clear Ink. In the interview we discuss the process involved in branding the Clear Ink company and also the nature of the work that Clear Ink do with their corporate clients.

In this episode we examine the marketing function's responsibility to implement corporate social responsibility programmes, we explore the marketing strategy of the Toys4BigBoys event, and we speak to Stuart Mc Loughlin of Business2Arts about some great examples of case-studies in best practice of arts and business collaboration.

(a) An interview with Gerard Tannam of Islandbridge Brand Direction about Small Business branding challenges. (b) An interview with Nigel Reddy of Ogilvy Ireland about the Lucozade brand story which is often cited as a best practice example of brand repositioning. We also discuss the marketing strategy for newly launched Lucozade Alert, which entailed the creation of a dedicated Irish television advertisement.

Also, please note that the next Persuaders Pudding Club will take place on November 22nd ( Venue TBC - City Centre Dublin). Guest speaker is John Kearon of Brainjuicer.com If you would like an invite please send me an e.mail to thepersuaders@mac.com

An extended interview with Ita Gibney, founder and MD of Gibney Communications where we discuss the topic of corporate reputation management. Among the companies discussed are First Active and Mattel and there is a case study on the National Treatment Purchase Fund.

Plus an interview with Stephen Williams, Marketing Manager at the newly opened Louis Fitzgerald Hotel

The Persuaders Marketing Podcast reaches the half-century of episodes with a special podcast from the 45th Sharks Advertising Festival in Kinsale, Co. Cork, Ireland. The Festival is organised by the Institute of Advertising Practicioners in Ireland (IAPI) and attracts delegates from around the globe to hear keynote speakers, showcase the best in advertising creative and generally have a great time in a special location.

Volvo marketing is examined in this extended interview with Adrian Yeats, Sales and Marketing Manager of Volvo Cars ( Ireland ). The challenges of repositioning the car from its emphasis on safety to a more family oriented positioning are explored, as is the branding strategy. Also, don't forget to take a look at my monthly television show, The Media Show, which is aired on cable television here in Ireland and is now online at Mediashow.ie

Marketing services: is it different from goods? A conversation with independent marketing consultant Barbara Patton and Chris Cawley, Executive Chairman of Cawley Nea TBWA on whether the marketing of services really differs from the marketing of goods; plus a discussion on the use of Irish as a creative treatment in advertising campaigns, with Brendan O’Broin of A Company of Words and Garoid Trimble of Foras Na Gaeilge.

Timelines:

1’00’’ Discussion with Garoid Trimble on Irish in Advertising.

14’25’’ Discussion with Brendan O’Broin, Company of Words.

29’58’’ Discussion on Marketing of Sevvices with Chris Cawley and Barbara Patton.

In this podcast Roisin Ni Mhordha of Impression PR guests again, and talks to Stuart Clark, Assistant Editor of Hotpress Magazine, which is celebrating 30 years on the newsstands, and Jane Mc Donnell of newcomer to the publishing scene in Ireland, Gloss Magazine.