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

In this podcast an interview with Anne McCoy National Fundraising Manager for SVP Society of Saint Vincent de Paul. We discuss their Christmas Appeal including the messaging strategy behind their television campaign. The role of social media in developing strategies for youth audiences in particular is also explored.

Also interviewed in the show is Kara Maher, founder of innnovative upmarket designerwear hire company, Frock n  Fabulous

Direct download: December_7.mp3
Category:general -- posted at: 12:00pm EDT

Joining me was Declan Tully,, Maeve O’Gorman from Mindshare and Dave O’Sullivan from Ignition. We discussed the new Shazam enabled TV advert for Volvo that was launched in Ireland. Media engagement company Shazam, in conjunction with, is to unveil the first TV ad in Ireland enabled by its technology on behalf of automotive giant Volvo.

The new ad is claimed to be the only advertising solution of its kind in the Irish market, and the Shazam for TV service is attributed with enabling brands and agencies to incorporate a second-screen experience into their ads, leveraging recent trends in media multi-screening to engage active consumers and key brand influencers. We also discussed the Early Bird event from Mail Media Unit where the guest speaker was Casper Stylsvig, global sponsorship director of Manchester United. 

Direct download: Persuaders_November_23rd.mp3
Category:general -- posted at: 11:16am EDT

Female Entrepreneurs and Marketing Strategy

In this special podcast a feature on female entrepreneurs....... Christina Golston from ChristinaBelle Jewellery Designs, Aileen Rogers from, and Yasmine Beharic of Smart Wall Paint. In the podcast we learn about their motivations to get into business, their product lines and focus on the marketing strategies they employ to build their business.

Direct download: Female_Entrepreneurs.mp3
Category:general -- posted at: 3:39pm EDT

Country Branding - Futurebrand Country Brand Index 2012

In this podcast an interview with Tom Adams from Futurebrand. Tom was a speaker at the Marketing Institute of Ireland's National Marketing Conference and his presentation was part of a broader day themed 'Brand Ireland'. In the interview with Tom we discuss the reasons why countries need to brand. Later in the interview we disucss the impact of country brands in various brand categories as well as the Country Brand Index and the 15 emerging country brands.

In the second part of the podcast, I'm joined by Mark Brennan, co-founder of Tribal DDB Dublin where he discusses his own background in advertising, and the reasons leading to the Tribal launch in the Irish market.

Direct download: futurebrand.mp3
Category:general -- posted at: 4:33pm EDT

In this podcast an interview with Tourism Ireland's Canada Manager Jayne Shackleford about the way that a story about a mesage in a bottle which was found by a Waterford schoolboy led to an opportunity to showcase Ireland to Canadian audiences, and to leverage The Gathering among Quebec citizens.

Also there is an in-depth interview with co-founder and joint MD of Blue Insurances, Rowan Devereux...the company was nominated as a finalist in the Ernst and Young Entrepreneur of the Year award 2011, and in the interview we discuss the company's ambitious plans for international expansion in the travel and gadget insurance markets.

Direct download: Persuaders_02112012.mp3
Category:general -- posted at: 6:23pm EDT

Irish Times Advertising campaign and Antenna App from  iQ Content

In studio to discuss the background insights behind the new Irish Times campaign  'The Story of Why' is Marketing Manager, Katie Molony. The campaign  is running currently on a hugh variety of platforms. In the interview Katie disucsses how the paper will seek to engage more with their various communities. 

Also in studio to discuss a new app development platform for the events sector, Antenna, is Morgan McKeagney from iQ Content. The app is an open source development which allows anyone with an event, and some programming capability, the opportunity to develop an app to connect with their audiences.

Direct download: Persuaders_26th_Oct.mp3
Category:general -- posted at: 2:58pm EDT

In this podcast interviews with Angela Healy, MD of Empathy Research and current Chairperson of the Irish Marketing Society and Dave Antrobus from Grafton Media. Among the topics we discuss are: using social media for marketing research ( such as a dedicated Facebook research panel), the ROI of social media, and has digital marketing reached a tipping point in Ireland.

Direct download: Persuaders_121012-1.mp3
Category:general -- posted at: 7:09am EDT

An in-depth interview with Rory Sutherland, Vice Chairman of Ogilvy Group UK. Rory was appearing at a breakfast event in Guinness Storehouse. We had the opportunity to chat after his presentation and our conversation touched on a number of topics including the concept of market value, heuristics, the rule of three, choice architecture and neuro-marketing.

At the start of the podcast there is an interview with John Warburton, CEO of - winners of the award for Best Mobile App at the IIA Net Visionary Awards.....The download link is below...

Direct download: Persuaders_051012.mp3
Category:general -- posted at: 4:13pm EDT

With mobile internet usage set to overtake PC usage within the next 18 months, we host a mobile marketing special with a panel of four experts in the field.....

Andrew Jenkinson co-founder of  vStream

Natalie Heugas Director of Strategy at vStream and

Mark Grainger - Digital Sales and Marketing Manager Oxygen8

Tony Burke, Chief Technical Officer for Actus Mobile

Among the themes we look at are mobile commerce, apps, tablet apps, social media and mobile. 

Direct download: Podcast_1_Oct.mp3
Category:general -- posted at: 5:12pm EDT

In this podcast an extended interview with Philip Lynch, Country Manager - Ireland, E+G Gallo Wines. We discuss how the marketing of wine has evolved, consumer trends and the strategies to target niche groups such as LGBT marketing.

There is also an interview with Su Duff previewing the IDMA conference and Rosemary Smith from Opt-4, chair of the GMA Panel at the conference, where we discuss the data privacy issues in international direct marketing.

Direct download: Persuaders_September_14th.mp3
Category:general -- posted at: 2:37am EDT

In advance of the IDMA Annual Conference taking place in Dublin on September 21st in the Gibson Hotel,  a podcast featuring a discussion on how direct marketing is evolving with IDMA Chairperson, Kathy Clarke,  and Gary Brown, Group Chief Executive of RMG Target, Direction@JWT  and Goosebump.

Gary will act as MC for the event, give the opening address and participate in the expert panel discussion.  With over 25 years’ experience in marketing communications / relationship marketing, Gary is a seasoned international speaker on Relationship and Direct Marketing.

The topic of brand loyalty is discussed with particular reference to newcomer Liberty Insurance in the Irish market. We also discuss how digital is impacting on the DM sector. Gary discusses how to make an emotional bond with customers. He is somewhat critical of many of the loyalty schemes currently in operation. 'Anticpated, Personal and Relevant' are the key dimensions to consider.

Direct download: Persuaders_14th_Aug.mp3
Category:general -- posted at: 9:17am EDT

In this podcast I interview John Twohig from Social Business consultancy Ahain Group and Head of International Affairs for Dublin Institute of Technology, Robert Flood. We discuss the importance of international students in helping the educational sector meet financial and other objectives...and we have a detailed discussion on the role that social media can play in targeting prospective international students. 

Ahain Group have recently produced a report on the social business opportunties for higher education.

Direct download: August_31_2012.mp3
Category:general -- posted at: 12:48pm EDT

In this podcast an interview with Steve Payne, former Design Director of Sydney 2000 Olympics Games...we discuss his experience working on a massive brand identity project as well as his opinion on how the London Games will enhance the brand of London in the future.

  • Steve Payne is the Managing Partner at The Brand Union Dublin and has been based here since 2003.
  • Previous to that, Steve worked at Saatchi & Saatchi and Interbrand where he worked with clients such as British Airways, BP, Lexus, Selfridges and Barclays.
  • In 1998, Steve moved to FutureBrand in Australia and spent two years as Design Director for the Sydney 2000 Olympic Games. He worked on all aspects of games brand application including a nationwide Olympic Ticketing Program

  • Joining me in studio to discuss the issues raised by Steve are show producer Hugh Hick and Dave O'Sullivan from marketing agency Ignition. We also review how Irish sponsors such as Cadbury and Electric Ireland have leveraged the Games from a marketing point of view
Direct download: Persuaders_10th_Aug.mp3
Category:general -- posted at: 10:35am EDT

In this podcast Dave O'Sullivan from Ignition Brand Consultants and Hugh Hick, correspondent on The Persuaders, discuss some of the issues revolving around the Olympics and brand sponsorships, with a particular focus on the main sponsors in Ireland - Electric Ireland who are the offical Team Ireland sponsors and Cadbury who are the sponsors of broadcast and internet coverage on RTE Olympic coverage. 

There is also an interview with Bill Tinley, President of On Campus - On Campus represent the conference and accommodation interests of the seven universities in the Republic of Ireland.

Direct download: Persuaders_August_3rd.mp3
Category:general -- posted at: 12:33pm EDT

In this podcast an interview with Barefoot Winemaker Jennifer Wall. Jennifer has been recognized for her winemaking abilities, winning over 2,500 medals for Barefoot wines, including the Best of Show award at the New Orleans Wine and Food Experience and Best of Class at the California State Fair. She visited Dublin recently on a whirlwind tour of Europe and I got a chance to talk to her about the wines themselves and also to find out more about the brand's innovative approach to marketing, which eschews advertising.

The second part of the podcast is an interview with Niamh Walsh from the Marketing Institute of Ireland and Kate Ui Ghallchoir, Head of DIT's School of Marketing who came into studio to give me more details on their jointly developed Post-Graduate Diploma in Management and Marketing which offers an opportunity for those in marketing positions without qualifications in the discipline a chance to do so, and also progress subsequently to the MSc Marketing ( Executive ) degree.

Direct download: Podcast_29_June_12.mp3
Category:general -- posted at: 2:57am EDT

In this podcast an extended interview with David O'Sullivan, founder of Ignition  - an integrated marketing communications company. The interview ranges over a wide range of topics with some concrete examples of campaigns, and the role of marketing in SME businesses.

Direct download: Podcast_200.mp3
Category:general -- posted at: 2:16pm EDT

In this podcast.... interivew with Alistair Campbell who spoke recently in Dublin at the An Post Mail Media Unit's Early Bird breakfast event. In the short interview Alistair has some interesting observations on today's relationship between the worlds of marketing, politics and journalism.

....Also interviewed is Gary Mullen from digital recruitment specialists who assesses the recruitment trends in marketing and offers advice for those currently job-hunting.

Direct download: Podcast_23_June.mp3
Category:general -- posted at: 7:30am EDT

In this podcast a special on social media marketing and the measurement issues surrounding social media marketing. In studio joining me are Nathalie Heugas, Director of Strategy at Vocal and Charlie Ardagh from Trackalyse 

Vocal is a sister company of vStream - the new agency will advise and build integrated and measurable social media and mobile campaigns for brands, companies and agencies.Already in the market following a “soft” launch period since June, Vocal has quickly established a strong client portfolio that already includes brands like BMW, Jameson International, Eircom and Dulux.

Trackalyse is a start up based in Dublin, Ireland, initiated in March 2011. The company is privately funded and is part of the Irish Government's High Potential Start Up program. The company helps clients run better Facebook Fan Pages by giving them a behind the scenes look at how the best pages or indeed their competitors are engaging and growing. 

Direct download: Podcast_198.mp3
Category:general -- posted at: 5:10pm EDT

In this podcast there is a special focus on mobile marketing with two guests with interesting perspectives on the topic. Donald Douglas is founder and Managing Director of mobile specialists Return2Sender and Philippe Brouder MD of Philippe is a television and interactive online executive with 20 years experience in new business development, editorial control, commercial and strategic planning - his current focus is on developing Aertv - Ireland's first online social TV platform. In our discussion we examine the trends in mobile including how TV is increasingly being delivered on mobile devices.

Direct download: Persuaders_May_11th.mp3
Category:general -- posted at: 3:16pm EDT

Interview with Frank Mc Caughey, Chairman of Acorn Marketing -  Agency of the Year 2012 at the An Post DM Awards held in the Mansion House. Also interviewed is Alan Cox from Core Media who reviews the most recent JNLR Radio Research figures and Aine O'Mahoney previews the sponsorship opportunities for the August arrival of the Tall Ships Race in Dublin.

Direct download: 196.mp3
Category:general -- posted at: 5:56pm EDT

In this podcast I'm joined in studio by Ron Immink from BookBuzz and on the telephone by Hans Eysink Smeets author of best-seller Porn for Bankers . In the book Smeets describes how porn and other sectors had to drastically reinvent their retail models, managed to survive, and created a whole new set of rules that led them to become something our bankers are looking after for so long: truly customer centric. Our radio interview covers many of the themes in the book and can provide good insights for any marketers.

I'm also joined by Michelle Thornton from Hotel Solutions who talks about trends in the meetings marketplace.

You can direct download on the link below - and also  get all the show's podcasts if you Subscribe in iTunes

Direct download: Persuaders_February_24th.mp3
Category:general -- posted at: 6:22am EDT

In this podcast an exended interview with Nicky Doran, Marketing Director of Bord Gais Energy where among the topics we discuss are the sponsorship strategy behind the naming rights deal for the Bord Gais Energy Theatre. As one of Ireland's leading marketing professionals Nicky also has some important insights into how marketing is evolving as a profession. Nicky also discusses the Bord Gais Energy Rewards programme which was launched in conjunction with the naming rights deal.

Plus an interview with Eddie Fitzgerald, proprietor of the Parnell Heritage Pub in Parnell Street  - we discuss how the pub market has evolved in a challenging environment, plus his plans for the future of the newly renovated pub which is a landmark in the north inner city.

Direct download: Podcast_194_May_12.mp3
Category:general -- posted at: 3:26pm EDT

A special on the second Irish Media Awards which were held on March 29th in Dublin's Burlington Hotel. The day after the awards I got a chance to speak to a couple of the winners.

Media Agency of the Year Award went to Carat Ireland and I interviewed MD Ciaran Cunningham about the win and also about media trends in Ireland.

In studio I interviewed The Rising Star recipient, Martin Pugh, from MediaCom and finally I was joined on the telephone by Des Doris from The Brain Food Store co-organisers along with Irish Marketing Journal.

Direct download: Media_Awards_Special.mp3
Category:general -- posted at: 3:16pm EDT

In this podcast I'm joined by Niall Dowling Strategic Director at Atomic advertising, where we discuss how companies in a B2B context can develop their corporate reputation as a marketing tool. Niall offers 8 practical tips for companies to help in this process. And Brendan Ennis previews a new national conference being held in Wexford - Techovate.

Direct download: 16_March_2012.mp3
Category:general -- posted at: 6:00pm EDT

In this podcast, Damian Scattergood from STAR Translation Services discusses the issues involved in localising marketing collatoral, whether on the web or in printed format.

We hear about a new initiative for IDMA members and visit an exhibition from the French tourism promotion board, Atout France.

Direct download: Podcast_5_March_reedit_2012.mp3
Category:general -- posted at: 1:19pm EDT

How should companies manage their media relations in a world where so many people get their news via new media and social media channels?

That's the topic of this podcast where I am joined in studio by Orlaith Carmody of media training specialists

Also joining me is Adrian O'Farrell, Marketing Director of outdoor media company - Bravo  - who explains the thinking behind their MakeMeFamous campaign aimed at Irish SMEs.

Direct download: March_2_2012.mp3
Category:general -- posted at: 1:29pm EDT

Hugh Hick examines Sponsorship and Social Media measurement

In this podcast Hugh Hick interviews John Trainor from Onside Sponsorship about the prospects for sponsorship in 2012 and areas of potential growth. Also interviewed is Damien Mulley who discusses the forthcoming conference which examines the area of social media ROI.

Direct download: Persuaders_February_3rd.mp3
Category:general -- posted at: 4:42am EDT

Roisin Ni Mhordha interviews Gareth Dunlop, CEO & Founder, Fathom

Following 15 years of direct commercial experience helping businesses use the internet more effectively, Gareth established Fathom in September 2011 to advise companies on how to get the most from the internet by seeing the world from the perspective of their customers.

Previously Gareth was the MD of iON, a leading digital strategy and marketing company, headquartered in Belfast and with major clients in 15 countries.  Prior to that he was the MD of Tibus, one of the largest and most successful web development agencies in Ireland, from 2002 to 2009 when it was sold to UTV Media.  Since 1996, he has gained massive commercial experience advising blue chip clients in Ireland, UK and Europe (SPAR, DHL, Post Office UK, BBC) on internet strategy and best practice.

A former Board Member of the Irish Internet Association, and Chairman of, Gareth writes & lectures extensively on internet related matters. He occupies regular columns in and the Irish Independent in the Republic of Ireland, and Business Eye magazine in Northern Ireland.

Direct download: Persuaders_January_20th.mp3
Category:general -- posted at: 2:11pm EDT

In this podcast, guest presenter Roisin Ni Mhordha interviews 2011 Marketer of the Year Loretta Dignam, Marketing Director of Jacob Fruitfiield. In the interview Loretta charts her role in taking iconic Irish brands such as Kimberly Mickado, Jacobs Fig Rolls  and Jacobs Cream Crackers into the 21st century. Also in the podcast, Roisin talks to Tina Leonard from the Irish Independent  who recently authored 'Your Consumer Rights in Ireland' and Joan Mulvihill, an CEO of the Irish Internet Association. who talks about their new Diploma in E-commerce Management and their involvement in the national Digitise the Nation campaign.

Direct download: Persuaders_January_27th.mp3
Category:general -- posted at: 6:10pm EDT

Joining me in studio for an extensive review of 2011 and preview of 2012 were marketing consultant Noel Toolan, MD of Mc Cann Erickson Ireland, Orlaith Blaney and Jimmy Murphy from QMP Publicis. We consider our favourite advertising campaigns at Christmas time as well as take a look at the most important developments influencing marketing today.

Direct download: Persuaders_Christmas_2012.mp3
Category:general -- posted at: 4:38pm EDT