The Persuaders Marketing Podcast
Marketing Podcast - marketing case studies, marketing tips, digital marketing, great marketing insight, independent perspective
No 56: (a) Marketer of the Year (b) Guinness 'Tipping Point' 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.
Direct download: Podcast_56.mp3
Category:podcasts -- posted at: 5:02pm EDT

No 55: The Empathy Marketing Great Internet Marketing Debate 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

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"

Direct download: Podcast_55.mp3
Category:podcasts -- posted at: 10:19am EDT

No 54: Small Business Branding 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.
Direct download: Podcast_54.mp3
Category:podcasts -- posted at: 3:34pm EDT

No 53: Corporate Social Responsibility 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.
Direct download: Podcast_53.mp3
Category:podcasts -- posted at: 5:43pm EDT

No 52: (a) Small Business Branding (b) Lucozade Brand Story (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 If you would like an invite please send me an e.mail to

Direct download: Podcast_52.mp3
Category:podcasts -- posted at: 5:32pm EDT

No 51: Corporate Reputation Management

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

Direct download: Podcast_51.mp3
Category:podcasts -- posted at: 10:40am EDT

No 50: Sharks Advertising Festival, Kinsale, September 2007 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.
Direct download: Podcast50.mp3
Category:podcasts -- posted at: 1:26pm EDT

No 49: From Boxy to Family; marketing Volvo cars 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
Direct download: Podcast_49.mp3
Category:podcasts -- posted at: 2:38pm EDT

No 48 a) Marketing of Services b) Marketing through Irish langauge 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.


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.

Direct download: Podcast48.mp3
Category:podcasts -- posted at: 12:08pm EDT

No 47: Irish Magazines : something old, something new 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.
Direct download: pod46.mp3
Category:podcasts -- posted at: 5:56am EDT