The Persuaders Marketing Radio Show & Podcast
Marketing Podcast - marketing case studies, marketing tips, digital marketing, great marketing insight, independent perspective

In this Jonnie Cahill, Marketing Director, Telefonica Ireland, discusses the O2 sponsorship of the O2 music arena - a sponsorship that was an award winner in the Naming Rights category at the European Sponsorship Association's recent awards. Among the issues discussed are sponsorship animation, sponsor benefits and delighting the customers with sponsorship, the customer journey, customer experience and sponsorship objectives. Also Catherine Flynn from London social media marketing agency We Are Social discusses some interesing best-practice case-studies.

Direct download: EPA_Sponsorship.mp3
Category:general -- posted at: 12:41pm EDT

In this podcast I'm joined by Marketing Manager for Tommy Hilfiger in Ireland, Claire Nolan. Among the topics we'll discuss are the brand position of Tommy Hilfiger, the impact of social media on marketing strategy and the role of retail store as part of the brand strategy,


Also, Kevin Foley, Commercial Director of DRG will discuss the company's new service which promises a new way of allowing advertising to be purchased in real-time.

Direct download: Persuaders_December_2nd.mp3
Category:general -- posted at: 11:24am EDT

In this episode an interview with Leanne Papaiannou from Chilli Pepper Marketing and Gina Miltiadou of Zahra Custom Media, who have just launched 'All About Loyalty'  - a new magazine aimed at Loyalty and Retention managers in companies. 

Direct download: Podcast_25th_Nov.mp3
Category:general -- posted at: 3:28am EDT

In this podcast we take a look at motivational speakers as a sector. What are the trends in motivational speaking, what are people who book speakers and their client companies looking for, and how has the recession impacted on the sector. Hugh Hick interviewed internationally acclaimed speaker Kevin Kelly  and I spoke to Mary Menton whose company, Speaker Bureau Ireland, books speakers for numerous conferences.

Also in this podcast Suzanne Mc Elligott from IAB Ireland reports on the first half-year 2011 survey that they have conducted in association with PEC assessing the health of the online advertising market in Ireland.

Direct download: Persuaders_November_18th.mp3
Category:general -- posted at: 2:28pm EDT

In this podcast Hugh Hick and I discuss the recent Marketing Institute of Ireland conference held in Dublin's Four Season's Hotel. Among the interviewees are Caroline Taylor from IBM and Daniele Fiandaca, Managing Partner at Cheil UK and economist Dr.Constantin Gurdgiev.

Direct download: Podcast_19_Nov.mp3
Category:general -- posted at: 5:53pm EDT

Podcast 180: Christmas Marketing, Brand Building and Local Heroes

In this recording I'm joined in studio by CEO of Mc Cann Erickson Ireland, Orlaith Blaney and marketing consultant Noel Toolan. In our discussion we address a wide number of topics including Great Chirstmas Marketing Campaigns ( Coke, Budweiser, Marks and Spencers among others ) , Building a Destination Brand, Social Media and its impact on Marketing, RTE Local Heroes show which Noel Toolan is participating in as a mentor.

Direct download: STE-153.mp3
Category:general -- posted at: 4:28am EDT

In this podcast we discuss the BAI consultation on the code of advertising food products to children. In studio are Catherine Joyce ( Barnardos ) Maureen Mulvihill ( National Heart Alliance ) and Ed Mc Donald ( AAI ).


Plus by telephone I will be interviewing  Living Social's  Nick Stafford about the forthcoming TravelHuddle Dublin conference.

Direct download: podcast_179.mp3
Category:general -- posted at: 6:05pm EDT

In this podcast Damian Ryan founder of Mediaventura is interviewed and discusses the opportunities for Irish  agencies to exploit the digital marketing space in the UK......


plus fresh from his appearance recently  on RTE's Secret Millionaire, Nadim Sadek reviews the Inishturkbeg brand project, food, tourism, music and whiskey.

Direct download: Persuaders_7_Oct_2011.mp3
Category:general -- posted at: 6:10pm EDT

In this podcast I am joined in studio by IDMA Council Members Amie Peters from the Mail Media Unit at An Post and by Dave Furney from RR Donnelly - Document Management specialists. In our discussion we review the most recent IDMA activities and forthcoming events as well as discuss the general state of play in the sector. At the start of the show there's an interview with Paul Moran from Mediaworks where we review the last 6 months in the ad business as well as try to find some silver linings for the remainder of the year.

Direct download: STE-143.mp3
Category:general -- posted at: 9:12am EDT

In this podcast, a feature interview with Paul Hackett, co-founder of, a new company designed to deliver inclusive holiday packages online. Paul was previously Marketing Manager in Budget Travel before he set up NST, Ireland's largest educational travel company. In the interview we address the dramatic changes that have characterised the travel market, particularly the shift to online booking.

Direct download: Podcast_176.mp3
Category:general -- posted at: 5:25am EDT

In this podcast Suzanne Mc Elligott from IAB Ireland tells us about the organisation's activities and education programmes and I also interview Paul Farrell who recently assumed the role of Managing Director of Initiative Ireland. We discuss media trends and his priorities in the new position.

Direct download: Podcast_175.mp3
Category:general -- posted at: 4:44am EDT

Gary Mullan from about trends in digital marketing jobs, what's hot, where are the jobs and Gary also talks about the launch of a new Meet-Up event in London targeting Irish ex-pats working in the London digital scene....


and in-studio Stuart Kinch, Guinness Marketing Manager discusses the marketing of Arthur's Day. How important are events as part of the brand strategy for Guinness and what are the lessons to learn.

Direct download: 12_August.mp3
Category:general -- posted at: 5:15pm EDT

In this Persuaders Marketing Podcast a look at the growing popularity in online couponing. Sites such as LivingSocial and Groupon have build a big international awareness, but what of Ireland. In studio to talk about this are will be Michael Dwyer, founder of who last year lauched their Megadeals website. We will be joined by Felim Meade owner of Graham O'Sullivan cafe chain who will give a client-side perspective.


Also Paul Moran from Mediaworks will be giving his take on the recently published JNLR Radio Listenership figures - where should radio be on your marketing budget allocation and which stations should be getting more of your spend??  

Direct download: 5th_August.mp3
Category:general -- posted at: 4:51pm EDT

In this podcast Aisling Conlon from IAPI  and Sinead Dennis from Cybercom are in studio to discuss the Post-Graduate Diploma in Advertising and Digital Communication and the related  One to Watch initiative.

...Plus Declan Mc Loughlin, Policy Officer at BAI describes the background and consultation process  of their new code on advertising of food and drink products to Children.

Direct download: Persuaders_September_2nd.mp3
Category:general -- posted at: 9:05am EDT

In this podcast an interview with Emma Crewe, multiple marketing manager at Ffyes will discuss their latest sponsorship deal with Dublin Zoo, and John Twohig and Andrew Townley, co-founders of the Ahain Group are in studio to discuss how social media can be leveraged in a practical way for business. They draw the distinction between social business and social media, and we discuss the respective organisational challenges.

Direct download: Persuaders_September_9th.mp3
Category:general -- posted at: 8:48am EDT

This is a special podcast dedicated to the topic of using social media tools to enhance hotel marketing. Guest in-studio were Dr. Des O'Mahony founder of hotel technology company, Bookassist and Adrian Sherry, Group Marketing Manager for Moran Bewleys Hotel Group. On the telephone we were joined by Guillaume Thevanot from HouseTrip and editor of a highly popular hotel marketing blog. Among the topics we explored were the impact of social media on hotel marketing, how social media interacts with hotel loyalty programmes, the impact of review sites and how to resource social media marketing for hotels.

Direct download: Podcast_26_august_11.mp3
Category:general -- posted at: 4:38pm EDT

In this podcast guest presenter Roisin Ni Mhordha interviews Emily Quinn - Fashion and Portait photographer. On a day when she launched her exhibition 'Shooting the Talented'. Emily talks about the background to the exhibition and her career working with some of the most famous Irish and international photographers including Conor Horgan, Lorna Fitzsimons, Simon Birch and Perry Ogden. Roisin explores the impact of digital technology on the work of the photographer.

Direct download: Persuaders_July_8th.mp3
Category:general -- posted at: 12:07pm EDT

In this podcast a case study in professional services marketing where I interview Ruairi Gough, founder of Dental Marketing Ireland where he discusses the marketing challenges now facing the dental profession in Ireland.

Also e.mail marketing guru Denise Cox from Newsweaver discusses the findings of a major survey of Irish marketer's usage of e.mail marketing and offers some very practical tips and insight.

Direct download: July_29th_garage_band_edit.mp3
Category:general -- posted at: 10:14am EDT

In this podcast, guest interviewer Colin Lewis interviews Susan Daly editor of - Ireland's online news website. In the interview Daly discusses how traditional journalism formats can exist in an online environment. The brainchild of Eamon and Brian Fallon and is aimed as being a community site based around news. The interview discusses the 'link-economy' and how people share news and links with each other. She gives as a good example the picture slideshow of the last evening at the Irish News of the World which was picked up by the UK Guardian newspaper. The democratic nature of the news is one of the topics that is discussed in detail, and how they work with the emergence of citizen journalism.

Also interviewed is Adrian Weckler from the Sunday Business Post. As well as being a journalist in the print format, Adrian straddles media as he is a regular blogger and user of social media. In the interview Adrian discusses the ingrained caution that has existed among publishers and how some are now moving to exploit the opportunities. Leveraging the strengths of the journalist base for newspapers is seen as a critical challenge for print publishers. Weckler identifies the Financial Times and WSJ as companies that have been very successful in this regard, via their paywall model.

Direct download: Persuaders_July_22nd.mp3
Category:general -- posted at: 9:36am EDT

In this episode guest presenter Roisin Ni Mhordha interviews Richard Power, Founder and Managing Director of Image Publications in a week when they were awarded the contract to publish Cara - the Aer Lingus in-flight publication.  The title is the latest addition to the publishing house's ever-expanding portfolio which currently includes IMAGE, Image Interiors and Living, and a growing number of contract publications. In a wide-ranging interview, Power discusses the broader magazine scene in Ireland, the contract publishing sector, and how Irish titles compete in an incredibly crowded marketplace. Image Publications won the title of Irish Publishing Company of the Year 2010.

Direct download: Persuaders_July_15th.mp3
Category:general -- posted at: 9:28am EDT

In this podcast a special discussion on the role that the media play both positive and negative on the depiction of communities. Plus Siobhan O'Connell from and Business Plus magazine reviews the state of play in the radio market in the crucial breakfast segment.

Direct download: Persuaders20June2017th.mp3
Category:siobhan o'Connell, -- posted at: 11:30pm EDT

In this podcast Estelle Gorby from Acorn Marketing who picked up the Agency of the Year Award recently at the An Post Direct Marketing Awards, and on the telephone I talk to Evan Arkwright, Commercial Manager of the Curragh Racecourse.

Direct download: Persuaders_10_June11.mp3
Category:general -- posted at: 4:17pm EDT

I'm joined in studio by Martina Doyle from Unicare Pharmacy who are involved in a major rebrand which will see some 70 outlets renamed Doc Ken Mc Kenzie from new insight company Motiveworks gives a fascinating interview into how advertisers and their agencies can develop campaigns based on deep consumer insight.

And by telephone Tom Trainor from the Marketing Institute will discuss the newly launched Digital Marketing Executive Programme 

Direct download: Persuaders_3rd_June-2.mp3
Category:general -- posted at: 4:54pm EDT

In this podcast in-studio interviews with Kay Mc Carthy and Shane Doyle from branding specialists MCCP, Jonnie Cahill, Marketing Director O2 Ireland and on the phone from London Will Goodhand from award winning market research agency Brainjuicer. In the interview we discuss the challenges of protecting brand value in a recessionary environment. Jonnie Cahill, Marketing Director O2 Ireland, shares some very interesting insight from O2 in terms of how they evaluate the commercial impact of their relationship building activity; Will Goodhand has a number of case-study examples from Brainjuicer's client base to share, and Kay and Shane share some of the research findings from MCCP which shed light on how Irish consumers are adapting their behaviour in the new climate. You can download the show on the link below.

Direct download: Persuaders_27th_May_2011.mp3
Category:general -- posted at: 2:31pm EDT

In this podcast Stuart Mc Louglin from Business2Arts is in studio to discuss the programme which is an innovative means of using the principles of crowd-sourcing plus..... an interview with Leanne Papaioannou Managing Director of Chilli Pepper Marketing who will discuss with me the challenges of customer retention in a recession as well as the distinction between retention and loyalty.

Direct download: Persuaders_13th_May.mp3
Category:general -- posted at: 5:25pm EDT

In this podcast Tim Ryan, Marketing Manager - Ireland for Jameson discusses their latest 'bear' campaign which is part of the broader 'Easygoing' positioning. We discuss how Jameson is embracing a digital strategy in their communications as well as exploring how the brand is presented in overseas markets.

Also Eoin Wrixon, General Manager for Carlton Screen Advertising talks about cinema advertising in Ireland, the link between cinema owners, distributors and the media space advertisers. 

Direct download: 20_May_11.mp3
Category:general -- posted at: 7:14am EDT

In this podcast an interview with Ronan Healy about The Adventure Weekend - a three-day event taking place in the RDS from 20th May 2011, which will showcase the very best of what Ireland has to offer in outdoor and adventure activities. At a time when the Irish tourism industry is in decline The Adventure Weekend is hoped to ignite new enthusiasm about what Ireland has to offer in the emerging adventure sector. 

Direct download: Persuaders_29th_April.mp3
Category:general -- posted at: 2:07am EDT

Interview with Ed Mc Donald Chief Executive of the Association of Advertisers in Ireland (AAI) In the interview we take a look at the environment for advertisers, and in particular with the legislative climate. Ed will be making the case for the importance of the advertising and marketing community in national recovery. Also in studio we interview Colm Carey from The Research Business about marketing research issues. 

Direct download: Persuaders_6th_May.mp3
Category:general -- posted at: 1:55am EDT

In this podcast, a report from the IDMA special conference on Loyalty and Retention held in the Gibson Hotel, Dublin on April 20th, 2011. Among the interviewees are keynote speakers:

Cathy Summers, Executive Manager - Customer Experience & Targeting, Aviva

Sarah Bean, General Manager, Coty Ireland and

Kay Price, CRM Manager, Superquinn

I also interview Brian O'Kennedy, Chairman of IDMA.

At the end of the podcast I interview Sandra Lawler and Bernie Keogh from Alternatives - a specialist marketing services and recruitment agency. In the interview we discuss trends in marketing recruitment in Ireland on a sector-by-sector basis.

Direct download: 21_april_11.mp3
Category:general -- posted at: 12:18pm EDT

Guest presenter Mark Byrne from Brand Union interviews head of An Post Mail Media Unit, Amie Peters, who discusses the forthcoming An Post Direct Marketing Awards, and Colin Lewis reviews a marketing classic The Fall of Advertising and the Rise of PR by authors Ries and Ries.

Direct download: 25th_March_Persuaders.mp3
Category:general -- posted at: 6:29pm EDT

In this podcast, guest presenter, Roisin Ni Mhordha from Impression PR interviews Aoife Carrigy, food, wine and travel journalist and food blogger at and Paul Flynn, founder and chef at The Tannery in Dungarvan who discuss the healthy, vibrant food and hospitality industry in Ireland. The evening before the show aired, Roisin attended the Three Chefs Kitchen where  Martijn Kaujiter from the Michelin Starred Cliff House, Eddie Baugio from O'Brien's Chophouse and Paul Flynn prepared a very special three course meal.d our own Paul Flynn will cook a three course supper in front of you.

Direct download: Persuaders_15th_Apr.mp3
Category:general -- posted at: 4:24am EDT

In this episode a sponsorship special interview with Professor Tony Meenaghan, where we discuss current developments in sponsorship both local and international


Direct download: Persuaders_4_April_2011.mp3
Category:general -- posted at: 3:30pm EDT

Podcast 154: Marketing to Men plus Facebook Marketing Tips

In this podcast I'm joined by Roisin Ni Mhordha...and our guests are:


Alex Fitzgerald ( pictured left ), editor of Irish Tatler: The Men’s Issue and Terry Prone, writer, broadcaster and Chairperson of The Communications Clinic. We discuss  the male image and also how the media is addressing the need to cater specifically for men with examples of Irish Tatler bringing out The Men’s Issue and Paul Galvin’s column in the Irish Independent’s Weekend Magazine.


And we discuss Facebook Marketing Tips with Luke Abbott ( pictured right )  from Neworld Associates, including the need to build fan engagement with practical case-study examples. 


Direct download: 18th_march_the_persuaders.mp3
Category:general -- posted at: 2:22am EDT

Podcast 153: Social Media Marketing in Ireland plus Book Review of Guy Kawasaki's Enchanted

In this Persuaders Marketing Podcast an interview with  Aileen O'Toole from internet consultancy AMAS who will review their most recent research in partnership with the Marketing Institute, into the use of social media by Irish marketing professionals.Plus Colin Lewis pays a visit to review marketing guru Guy Kawasaki's most recent book - Enchanted. 


Direct download: 11th20march20the20persuaders.mp3
Category:general -- posted at: 1:29am EDT

In this Persuaders Marketing Podcast an interview with Stephanie Gallo from the famous wine family. Stephanie is the head of the marketing function at the company and visited Dublin recently. I got a chance to discuss wine trends and marketing practices with her.

Plus freelance copywriter Nick McGivney, and author of the Adland Ireland blog is in studio to share where he gets his creative inspiration from.

Direct download: 4thmarch_the_persuaders.mp3
Category:general -- posted at: 2:06pm EDT

In this podcast one of Ireland's most experienced marketers Colin Lewis is in-studio to give his take on the state of marketing today in Ireland, and he also has the first in a regular series of marketing book reviews - this week he reviews Influence: The Psychology of Persuasion by Robert Cialdini. 


Also there is a telephone interview with Michael Warren, UK South Head of Operations for the Hotel du Vin and Malmaison hotel brands.

Direct download: 25th_Feb_2011.mp3
Category:general -- posted at: 6:54pm EDT


In this episode of The Persuaders Marketing Podcast, an interview with Kay Mc Carthy and Susan Kelly from MCCP a leading strategic planning, insight and research agency. In the interview we review some of their primary research into how the Irish consumer is adapting to the changed recessionary climate. There are some great insights that any marketing manager can use.


There is also a discussion on the ABC circulation figures which continue to show delcines in the circulation of Irish newspapers.


Direct download: 18th_Feb_2011.mp3
Category:general -- posted at: 12:15pm EDT






A special podcast featuring the winning DIT team who took the honours at the 2010/11 Newstalk 106-108fm Student Enterprise Competition. The team received their award from competition chairman, Mr. Denis O’Brien, at the prize-giving ceremony, which took place at Tipperary Institute on February 7th.  Team members Matty Weldon (captain), Stephanie Lawless, Aishling Leonard and Ciara Quinn are all final year BSc Marketing students in DIT’s College of Business.


Also in this podcast Ronan O'Donoghue discusses the marketing case study and gives his take on social media marketing.

Direct download: 11th_Feb_2011.mp3
Category:general -- posted at: 5:59pm EDT

In this podcast Suzanne Mc Elliott from the IAB Ireland  is in studio to  discuss the state of play in terms of internet advertising in Ireland


Fred Karlsson from  will be discussing the recent deal they have done with to provide content for their classified ads sections.  I will also discuss the success that is - a site that now claims over 1.6m unique users per month.


Direct download: 28th_Jan_2011.mp3
Category:general -- posted at: 9:23am EDT

A special interview with Mark Cullen from research company W5, who have just launched the  Irish Customer Service Survey. The survey found that people associate grocery stores with the best customer service and the Government with the worst.  Over 2,000 people in Ireland responded to the online survey which rated Customer Service across thirteen sectors using the globally-recognised Net Promoter Service (NPS) score.  NPS is embraced by leading companies worldwide as the standard for measuring and improving customer loyalty. Respondents were also asked to pick their 'best' and 'worst' performing sectors in terms of Customer Service.

Also Des Doris from Alchemy Events previews the inaugural Irish Media Awards which take place on March 31st.

Direct download: Podcast_147.mp3
Category:general -- posted at: 5:15pm EDT

Interviews with John Slyne from Europe's leading Content on Demand company,   Populis - which has its European HQ in Dublin. John talks about the recent launch of the brand name Populis  ( the company was previously known as GoAdv ) - and discusses trends in media consumption ( about 60% of media is search based demand). The company adopts a scientific approach to track what people are searching for on the internet and produces numberous blog to cater for these interests. Among their primary blogs are Excite and Better Deals.




Cormac Mc Alinden talks about the launch of which replaces the MAPS media directory. In addition to all the content that existed on the MAPS directory, Cormac discusses how the new website plans to develop engagement with the Irish marketing community via news and blogs.


Direct download: Podcast_146.mp3
Category:general -- posted at: 2:09am EDT