The Persuaders Marketing Radio Show & Podcast
Marketing Podcast - marketing case studies, marketing tips, digital marketing, great marketing insight, independent perspective
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Charities Marketing
10/19/2024
Charities Marketing
With just over a week to go to the Irish Life Dublin Marathon on Sunday 27th October, my guest presenter was joined by the heads of Irish charities whose funding will hopefully benefit from the sponsorship and donations from those involved. Chief Executive Arthritis Ireland Chief Executive, DEBRA Ireland Among the main themes explored were... 1. What is the historical context of Irish charitable giving? 2. How has the Irish charity sector evolved in terms of governance and professionalism? 3. What are the key challenges faced by Arthritis Ireland and Debra Ireland? 4. What are the main misconceptions about arthritis? 5. What is Epidermolysis Bullosa (EB), and why is it referred to as “butterfly skin”? 6. How has the COVID-19 pandemic impacted Irish charities? 7. How has Colin Farrell supported Debra Ireland? Colin Farrell, the renowned Irish actor, has been a long-standing supporter of Debra Ireland, forming a close friendship with Emma Fogarty, a prominent ambassador for the charity.
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The Reinvention Summit - Interview with co-founder Dr. Nadya Zhexembayeva.
10/12/2024
The Reinvention Summit - Interview with co-founder Dr. Nadya Zhexembayeva.
One new event to mark on your calendars for next year is The Reinvention Summit which takes place in Dublin on April 29th and 30th. It's the brainchild of and . Dr Zhexembayeva, who has published multiple books on the topic of business reinvention, was in Dublin this week for a series of meetings and promotion events in advance of the Summit. According to a Harvard/Reinvention Academy study some 68% of leaders struggle with company reinvention; a real problem in an era of exceptional business disruption. I got a chance to interview her about some of the themes that will be explored in the Summit, to define the nature of reinvention, and to share some best-practice examples.
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Building soft skills by using podcasts as part of learning strategy
11/11/2023
Building soft skills by using podcasts as part of learning strategy
Interview with founder of , Kevin Redmond. The company aims to revolutionize the way both providers and consumers approach soft skills training. By collaborating with podcasters in the business and marketing space, the company has a SAAS system that enables listener to integrate the content from podcasts into their learning journey. #podcasting #marketingtraining #salestraining #softskills
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Content-led marketing: World Media Group report
11/23/2022
Content-led marketing: World Media Group report
Interview with , Chief Executive of who was speaking at the launch of their report We begin by discussing what's meant by content-led marketing - essentially revolving around the story of the brand. The report is in its third year and addresses many trends in content-led marketing including the factors that respondents felt added impact and effectiveness to brand storytelling around ESG issues for international audiences. Asked to predict the most exciting trends in content-led marketing over the next two years respondents provided a fairly balanced mix of forecasts around tech platforms, formats, and creative approach. The most frequently cited trend was the continuing growth of podcasts and audio formats. Clubhouse and the rise of other online communities were mentioned – how can brands make a play in this space? The pandemic has seen events of all kinds shift online and respondents envisage a continued exploration of brand activations in this space. And there was a divergence of opinion with respondents mentioning the need to “humanify” marketing and make it more personal, and others mentioning AI generated content.
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Retail Media Trends
10/29/2022
Retail Media Trends
A fantastic discussion on on last week's show with who is the leading writer on this topic, and has recently penned the Retail Media Platform Primer Series -- a great range of topics covered ...What exactly do we mean by Retail Media? What is the catalyst for the explosion in Retail Media? How important is it actually in overall retail revenues? What are the brands that are taking advantage of this? Leveraging Retailer's first party data.
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Dublin Tech Summit 2022 #DTS2022
07/29/2022
Dublin Tech Summit 2022 #DTS2022
Interviews from the expo area of the Dublin Tech Summit 2022 held in June 2022 at the RDS expo area in Dublin. Although the event had continued in a virtual format, the opportunity to network face-to-face was one that the 8,000 delegates relished. There was a palpable buzz in the exhibitor halls and hospitality spaces as the attendees digested some of the content of the keynote speakers, and looked to foster linkages with potential partners and investors. The weather obliged also which helped showcase the enduring appeal of Dublin as a location for technology events. There was also a strong social dimension to the event with the city centre meet-ups giving delegates the opportunity to network long into the night. There were several interesting Irish start-ups that caught our attention. Averil Power, co-founder of Gist, described the company’s technology which helps companies repurpose long-format video. It helps revisit corporate content to increase engagement more fully. At the core of the technology is an AI algorithm which identifies the key points and creates a bespoke video. The company was among those who made it to the last five on the start-up main-stage competition. Power’s sense of the DTS was that it did allow a good mix of meeting potential customers and investors. Another Irish start-up was recruitment specialists, Search Talent People. Established in 2019, they focus on tech companies‘ full hiring needs. Business Development manager Skai Morkeliunaite was of the view that AI, Cybersecurity and Automation were the sectors that were showing most promise at present. There was a very strong presence of international exhibitors at the event this year, testimony to its growing reputation on the European tech conference circuit. Among the exhibitors start-ups were to the fore. One such company is , headquartered in Barcelona. Chief Revenue Officer Jean-Christophe Taunay-Bucalo outlined that their technology allows individuals to bypass traditional corporate travel agencies. He was able to confirm that their systems were strongly orientated around corporate compliance; they had done Series D funding and achieved unicorn status – they had been extremely aggressive in acquisitions over Covid and had grown five times. They were also of the view of business travel was changing – people are traveling less than pre-covid but more people are traveling. While the overall travel costs remained the same what was evident was that companies are exchanging office costs for travel costs – bringing them together for team-building purposes rather than the traditional road warrior purposes. He also felt that events such as Dublin Tech Summit are changing considerably with a lot of focus now on networking with more tightly defined teams in attendance than heretofore. Mary-Rose Lyons, from Irish consulting company BrightSpark Consulting was the MC on the Horizon Stage over both days, and as such was well placed to give a reflection on the conference –she was of the view that Dublin was established in its tech-cred and an emerging eco-system. For her own business she has seen a switch from social media specific consulting to a more rounded strategic input to digital strategy. Among the first-time exhibitors this year was Guy Sear, Commercial Director of PayHawk – the first Bulgarian unicorn. This company helps management efficiency visibility and compliance in employee spend. One of the biggest problems remains visibility of spend and whether it’s in compliance with policy. Their 3% paypack system was one that offered the potential for paying for itself for some clients. He said Ireland was a market they wanted to get into, and as an exhibitor the event facilitated this. Listen here to interviews with all the above mentioned companies.
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Hospitality Market Post-Covid
01/30/2022
Hospitality Market Post-Covid
An extended interview with James Chappell, Global Business Director, Horwarth HTL and Global Chairman of Horwarth HTL, John Fareed. Both men were visitors to Dublin recently and I got the chance to talk hotel market trends with them as we emerge from the worst of Covid....also in this podcast ( 19'58" ) an interview with Killian Stokes, founder of Moyee Coffee and incoming CEO of Proudly Made in Africa
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Experiential Marketing: AR and outdoor light shows
01/08/2022
Experiential Marketing: AR and outdoor light shows
In this podcast an interview with the founder of start-up in the Augmented Reality space Imvizar, Michael Guerin, plus Kevin Rowe tells me about a new outdoor light extravaganza that his company will be running in a Wexford #augmentedreality #immersivetechnology
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2021 Immersive Technology Review
12/30/2021
2021 Immersive Technology Review
On 29th December I hosted the 2021 Immersive Tech Review with panelists Alan Smithson and Julie Smithson from MetaVRse and Judity Okonkwo from Imisi 3D. Our discussion was wide-ranging covering events such as new launches from Snap, Niantic, no and lo-code game engines, Microsoft Mesh, acquisitions that made headlines including Wikitude, Pico and Sketchfab, the growing participation of women in XR, hardware launches from HP, Pico and Varjo. And of course the big story of 2021, FB morphing into Meta.... #metaverse #immersivetech #xr2021 #immersivetechnology #ar #vr
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Christmas Adverts 2021
12/20/2021
Christmas Adverts 2021
Feature interview with Mal Stevenson, former Creative Director Irish International /BBDO Dublin and David O'Sullivan, director of Ignition and Bloodychic.com where we dissect four popular Christmas adverts gracing Irish television screens this festive season: Woodies, Supervalu, Lidl and Tesco. #christmasads #advertising #adstrategy
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Guinness Christmas Advert : the story
11/27/2021
Guinness Christmas Advert : the story
In this podcast I interview Mal Stevenson who was Creative Director at Irish International when the 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
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Kay Mc Carthy MCCP --- post Covid consumer sentiment and behaviour
09/11/2021
Kay Mc Carthy MCCP --- post Covid consumer sentiment and behaviour
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.
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TikTok Marketing: Reaching a Youth Audience
06/29/2021
TikTok Marketing: Reaching a Youth Audience
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.
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Sustainable Marketing - How to Drive Profits with Purpose
06/04/2021
Sustainable Marketing - How to Drive Profits with Purpose
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 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 packed with useful resources. Presenter: Alex Gibson Producer: Kamila Lewandowska Keywords: #sustainability #marketing #sustainablemarketing #profitswithpurpose #brandpurpose #branding
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Responsible Innovation
05/31/2021
Responsible Innovation
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: 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 Keywords: #responsibleinnovation #philosophy #innovation #ESSEC Presenter: Alex Gibson Producer: Kamila Lewandowska
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Cornershop - Retail Innovation Showcase Space
05/22/2021
Cornershop - Retail Innovation Showcase Space
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
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Start-up Marketing Case -studies : Cookie Dó & ZEUS Scooters
05/15/2021
Start-up Marketing Case -studies : Cookie Dó & ZEUS Scooters
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
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Content Marketing Strategies
05/07/2021
Content Marketing Strategies
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
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Ecommerce Strategy Tips
04/30/2021
Ecommerce Strategy Tips
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
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Risk-taking in Advertising
04/26/2021
Risk-taking in Advertising
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.
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CX and Marketing: The CXi Report
04/21/2021
CX and Marketing: The CXi Report
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
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Irish Start-up Conference 2021: Preview
04/19/2021
Irish Start-up Conference 2021: Preview
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
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The Indie List - developing a newtork of freelance marketing talent
04/10/2021
The Indie List - developing a newtork of freelance marketing talent
In this edition, we talk the co-founders of The Indie List, Una Herlihy and Peter Mc Partlin. 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 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
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Content Led Marketing & Building Marketing Leadership
04/06/2021
Content Led Marketing & Building Marketing Leadership
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. Presenter: Alex Gibson Producer: Kamila Lewandowska
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Selling on Amazon & Digital Advertising Trends
03/30/2021
Selling on Amazon & Digital Advertising Trends
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
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Semiotics and Marketing
03/19/2021
Semiotics and Marketing
In this episode of The Persuaders, a feature interview with Dr. Alex Gordon, founder of , 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.
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Storytelling in brands
03/19/2021
Storytelling in brands
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.
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Run With Foxes: Paul Dervan
02/06/2021
Run With Foxes: Paul Dervan
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.
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Guaranteed Irish
11/01/2020
Guaranteed Irish
Interview with Brid O'Connell, CEO, Guaranteed Irish about the launch of Guaranteed Irish Gifts to encourage more Irish consumers to shop local.
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Vibe Marketing
09/05/2016
Vibe Marketing
Show hosted by Ronan Kinahan with guest Niall Corcoran from Atomic
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