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

In this podcast I interview Mal Stevenson who was Creative Director at Irish International when the Guinness Christmas advert was first aired in 2003. In a wide-ranging interview we discuss the creative brief behind the advert, the creative idea and execution elements of what has become one of Ireland's most-loved adverts. Thanks also to Dave O'Sullivan from Ignition for helping to set up the interview. #advertising #Christmasads #Guinnessadvertising

Direct download: Persuaders_Nov_26_2021.mp3
Category:general -- posted at: 4:36am EST

In this podcast we are rejoined by Kay Mc Carthy from planning agency MCCP to discuss the impact that the Covid crisis has had on consumer sentiment. We trace many of the likely implications for marketers. In part two of the podcast an interview with Finola Mc Dermott from the marketing team at EPIC in Dublin's CHQ.

Direct download: Persuaders_Sept_3_2021_.mp3
Category:general -- posted at: 9:02am EST

On this edition of the show Dave Byrne, Head of Creative at Thinkhouse, discusses the marketing opportunities offered by the TikTok platform with a case-study on the campaign they ran on behalf of client Goodfellas for their Pizza Pockets brand. Also on the show in Part Two, an interview with author David Kerrigan about his latest book 'Unlock your Learning'. In the interview we discuss how breakthroughs in Cognitive Psychology in recent decades, coupled with unprecedented levels of access to learning opportunities, herald a new golden age of learning.

Direct download: Persuaders_25_Jun_21_Final.mp3
Category: -- posted at: 4:30pm EST

On this episode of the show, an extended interview with Michelle Carvill, co-author of 'Sustainable Marketing - How to drive profits with purpose'. In the interview we discuss Michelle's marketing career, and the genesis of the book. Themes from the book we explore are the role of leadership in promoting a sustainability in marketing agenda, and the UN's Sustainable Development Goals and the need for both innovation and sustainability in packaging.
 
On the www.canmarketingsavetheplanet.com  website you can tune in to the Can Marketing Save the Planet podcast series interviewing marketers, academics and practitioners on key sustainable marketing topics. And if you're up for a marketing challenge, view The Sustainable Marketer Manifesto, an opportunity for marketers to commit to the role they play in driving sustainability. There's also a useful Learning Zone packed with useful resources.
 
Presenter: Alex Gibson
Producer: Kamila Lewandowska
 
Keywords: #sustainability #marketing #sustainablemarketing #profitswithpurpose #brandpurpose #branding
 
Direct download: Persuaders_4_June_21_.mp3
Category: -- posted at: 12:22am EST

On this episode of The Persuaders -- the topic of innovation is one that we have covered numerous times on the show, but never from the perspective of philosophy. Professor Xavie Pavie, who lectures at top French business school ESSEC's Singapore campus, is an acknowledged global thinker in how companies can be more responsible in their innovation strategy, especially by framing their thinking in a philosophical way.

Prof. Pavie's contact information: www.linkedin.com/in/xavier-pavie-75a5374/

In part two of the show (19'10" ) Edel Mc Partland from the Sligo Park Hotel describes their marketing approach, as they prepare to reopen their doors to the public following a long lockdown due to Covid restrictions.

If you would like to contact us here on the show with a topic idea or some general feedback –we would love to hear from you – drop us a line persuaders@dublincityfm.ie

Keywords: #responsibleinnovation #philosophy #innovation #ESSEC 

Presenter: Alex Gibson
Producer: Kamila Lewandowska

Direct download: Persuaders_28_MAY_21.mp3
Category: -- posted at: 8:43am EST

On this week's show we interview the founders of London agency, SharpEnd, Cameron Worth and Rob Hollands. Their agency together with Capgemini and The Drum have recently launched Cornershop, which is a retail innovation showcase space in Shoreditch. Cornershop was recently featured on the BBC Click television show. We are joined also by Damian O'Reilly from TU Dublin's School of Retail and Services Management. We discuss the factors leading to Cornershop's creation, the brands that they currently work with, how immersive technologies will impact on retail, the emergence of virtual worlds and digital assets,  and their future plans for expansion, which include an opening of a Cornershop in New York city.
 
Presenter: Alex Gibson
Producer: Kamila Lewandowska
Direct download: Persuaders_21_May_21.mp3
Category:general -- posted at: 3:53am EST

In this edition of the show, we have as interviewees: Damian Young, founder and CEO of ZEUS Scooters - an Irish company deploying the World's FIRST 3-​wheeled electric scooter for the urban mobility sharing market. Launched in the city of Heidelberg in Germany in June 2020, ZEUS Scooters has expanded to 17 cities in Germany, making it the fastest expanding Micro Mobility company in Germany.

We are also joined by Ciaran Fitzpatrick the founder of Cookie Dó, which is part of Aldi's Grow with Aldi programme. Cookie Dó was founded in the kitchen of Irish speaking 'Aon Scéal Café', in Tallaght Village Dublin. They spent 2020 perfecting the cookie and coming up with new and unique flavours.

Presenter: Alex Gibson
Producer: Kamila Lewandowska

Direct download: The_Persuaders_-_14th_May_2021df.mp3
Category: -- posted at: 1:55pm EST

In this episode a feature interview with Alison Tyrrell. 
 
Alison is the Head of Marketing at SilverCloud Health and previous Global Head of Content, Brand Marketing & Media at Spark Foundry, an agency within Publicis Media. Alison works with brands to help them identify their narratives and connect with their audience through award winning marketing throughout the customer lifecycle. Alison’s 360 experience spans both brand and agency side in Ireland, Australia, and the United Kingdom. She has worked for and with brand titans such as Mondelez International, UBS & Marriott, plus boutique fashion, food, and music brands. 
 
In our extended interview we discuss content marketing, how to connect brands with their audiences with content,  and marketing trends to watch such as the growing role of audio in search marketing. 
 
Plus, in Part Two, Mark Sage from the Augmented Reality Enterprise Alliance previews the 2021 ARVR INNOVATE conference and how AR is providing marketers with new ways to build engagement with audiences.
 
Presenter: Alex Gibson
Producer: Kamila Lewandowska
Direct download: The_Persuaders_-_7th_May_2021df.mp3
Category:general -- posted at: 12:53pm EST

In this podcast, ecommerce expert Vinny O'Brien of Vinny & Co. discusses: how Covid has shaped retailers' ecommerce capability and to understand if this has created winners and losers? What are the types of issues that retailers typically need to address in their ecommerce strategy?

What are the skill-sets required to really manage e-commerce - Vinny points to Shopify as being innovative in this respect, and we discuss how to maximise the online customer experience to mirror the retail one.

In part two of the podcast, Damian O'Reilly from School of Retail and Services Management, TU Dublin,  reflects on the role that AR and VR technologies will play in retail.

Presenter: Alex Gibson
Producer: Kamila Lewandowska
 

 

Direct download: The_Persuaders_-_30th_April_2021df.mp3
Category:general -- posted at: 3:24pm EST

In this episode of The Persuaders, we talk to Ray Sheerin who founded the Chemistry advertising agency about the need for advertisers to be prepared to take risks in their creative strategy. We discuss IPA research that points to award winning work effectiveness being on the decline.

Plus, Pearse Keller from KelAir Campotel discusses how his company has had to seek new markets as Covid decimated their Irish holiday segment.

Direct download: The_Persuaders_-_23rd_April_2021df.mp3
Category: -- posted at: 11:34am EST

The CXi Report is published annually by The CX Company which is based in Dublin. It is based on an annual survey which is carried out on behalf of the company, by Amarách Research.

Between the 13th July to 17th August this year a cross section of 2,500 Irish consumers were asked about their customer experiences with 151 brands across ten sectors.

In this podcast Alex Gibson interviews the founder of The CX Company, Michael Killeen. As well as discussing the CXi Report there is a wide ranging discussion on the place of CX in today's business world and the impact of COVID on CX activity

Direct download: lizWl1pAiLb7.128.mp3
Category:general -- posted at: 3:27pm EST

In this episode an interview with Jennifer Condon and Adam Fulham, founders of The Irish Start-up Conference, taking place online on Tuesday 27th April 2021.

In addition to the content of the conference we discussed:

How has the Covid impacted on start-ups? Issue of scaling up seems to be important - how can small businesses plan for this? And what is of interest for the marketing audience in particular. We discuss how the conference has evolved and its interesting structure build to accommodate a significant US speaker input.

Presenter: Alex Gibson
Producer: Kamila Lewandowska

Direct download: The_Persuaders_-_16th_April_2021df_1.mp3
Category:general -- posted at: 12:01pm EST

In this edition, we talk the co-founders of The Indie List, Una Herlihy and Peter Mc Partlin. The Indie List promises to bring together the best strategic, creative and technical skills in Ireland for the benefit of businesses and agencies seeking meet the demands of a fast-evolving business environment with maximum flexibility, efficiency and impact.

In Part 2 of the show, Diarmuid O'Riordan from Braveherders.ie discusses how they are leveraging digital marketing strategies to boost sales of beef from a rare Irish native breed- the Dexter.

Presenter: Alex Gibson
Producer: Kamila Lewandowska

Direct download: The_Persuaders_-_9th_April_2021df.mp3
Category: -- posted at: 10:45am EST

In Part 1 of this Podcast, an interview with Belinda Barker, Chief Executive of World Media Group about their recently produced research report and survey on Content Led Marketing trends.

Among the topics we explored are: How do you define content led advertising? How many years has the survey been running? How has proportion on content-led advertising changed since last survey in 2020? We also explore the issue of brand safety --what exactly is brand safety in this context? And we preview the World Media Awards which are now accepting entries.

In Part 2 of the podcast, starting at 17 minutes in, I talked with leading marketing author and consultant, Thomas Barta. Thomas is one of the world's foremost thinkers, speakers and writers on the subject of marketing leadership. A former McKinsey partner, he co-authored the path-breaking leadership book 'The 12 Powers of a Marketing Leader' and has consulted for some of the world's most prominent brands. In our interview we explore how marketers can build their leadership capabilities among other C-suite executives.

Thomas has a number of practical suggestions to do this. We also discuss the popular Marketing Leadership Masterclass that has begun to run in an e-learning format. marketingleadershipmasterclass.com/

Presenter: Alex Gibson
Producer: Kamila Lewandowska

Direct download: Persuaders_final_v_2_April_2021.mp3
Category: -- posted at: 4:20pm EST

In Part 1 of this edition of The Persuaders, an interview with Aidan Duff who is an expert in Amazon Selling. We explore the systems that are needed to take advantage of the digital marketplace, and in Part 2, John Dunne, CEO of Ignite Digital examines the changing nature of the digital advertising landscape including the challenges posed by the imminent demise of cookies.

With more than 50% of expenditure on advertising now going on digital, we explore the need this creates for strategic digital media planning.

Presenter: Alex Gibson
Producer: Kamila Lewandowska

Direct download: The_Persuaders_-_26th_March_2021df.mp3
Category:general -- posted at: 10:18am EST

In this episode of The Persuaders, a feature interview with Dr. Alex Gordon, founder of Sign Salad, an agency specialising in semiotic analysis.

Alex Gordon has worked as a semiotician for 20 years and has led cultural insight projects across five continents for global blue-chip brands such as Unilever, PepsiCo, Airbnb, Ritz-Carlton, Diageo, Kraft Heinz, HSBC, Danone, Pfizer, Colgate Palmolive, Kellogg's, Nestlé.

Prior to founding Sign Salad in 2007, he established the semiotics & cultural insight division at Flamingo, a strategic brand consultancy and qualitative research agency.

We began the interview by tracing Alex's career pathway which culminated in his establishing Sign Salad, before discussing how semiotics fits into the broader market research landscape today. Alex discusses how cultural change impacts on unconscious consumer behaviour and attitude to brands, and how marketers can gain greater control over brand meaning by using the right visuals and language across touchpoints. Several practical insights are drawn from examples in the tea, coffee and fast-fashion markets.

Direct download: Persuaders_12_Mar_21-_12_03_2021__07.49.mp3
Category:general -- posted at: 10:01am EST

In this episode of The Persuaders, Alex Gibson talks to Marketing Institute of Ireland Chief Executive David Field, in advance of the annual DMX marketing conference which takes place on March 25th, and Martha Kearns, from Storylab.ie talks about the role storytelling can play in developing brands.

Direct download: Persuaders_19_Mar_21.mp3
Category: -- posted at: 9:40am EST

In this episode of the show, an extended interview with Paul Dervan, author of Run With Foxes - must-read collection of real-life stories, revealing the messy reality of decision-making in marketing and the secrets of making better decisions.

In the interview Paul gives his insights gleaned from 20 years in marketing, working for high-profile brands, creating new ones and helping to rescue those that have got in trouble.

Direct download: Persuaders_5_Feb_21.mp3
Category:general -- posted at: 12:48pm EST