Dublin City FM. The Persuaders is hosted by Alex Gibson, with a little help from my friends.
|
The Persuaders can be heard live at 1.00pm G.M.T. every Friday lunchtime.
Your host:
Alex Gibson |
The Persuaders Marketing Podcast
Chief Technical Office of SocialMedia.ie is my guest on this edition of The Persuaders Marketing Podcast. Barry and I discuss a number of critical issues facing companies doing social media marketing. The link between software developers and marketing professionals is discussed.
In this interview founder and MD of Zoodigital discusses some case studies in digital marketing with particular strategy angles:
European Commission - raise awareness of the benefits of the EU for young people
European Commission - raise awareness of funding for Sicence and Innovation
#Tweetsinspace
http://www.zoodigital.ie/thats-us-on-the-telly/
Brand positioning / loyalty
innocent smoothies:
The goodness HQ
http://www.zoodigital.ie/innocent-goodness-hq/
Innocent goodness juicer:
http://www.zoodigital.ie/the-innocent-goodness-juicer/
We also take a look at how Unilever Ireland used Augmented Reality as a means of showcasing a deoderant product in a retail context.
At the start of the podcast there is an interview with Lydia Rogers from Connaught Gold who discusses the recently launched integrated campaign for that brand.
In this podcast I'm joined from Amsterdam by Kerrie Finch, Managing Director of Finch Factor talking to us about PR Salon event that Finch Factor organise and also speaking to me is Francesco Condorelli, the CEO of CraftenAmsterdam 2013, the first of its kind.
David O'Leary, Chair of the APMC, is in studio to talk about their forthcoming awards and the state of play in the sales promotion sector.
A special podcast to discuss the issues in managing Agency / Client relationships. Guest presenter, Pat Mannion, from JC Decaux is joined by Dave O'Sullivan from Ignition marketing consultants and Mark Byrne from Brand Union branding consultants.
At DMX Dublin 2013, welcomed over 600 delegates to an action-packed day with a world-class conference agenda.
DMX Dublin is powered by The Marketing Institute, the professional body for marketing people and the voice of marketing in Ireland for the last 50 years. This podcast features a number of interviews with attendees and keynote speakers including Teddy Goff, head of the digital marketing activity for the Obama re-election campaign.
Conor Byrne Head of Digital at The Dialogue Network about Social Media Marketing disasters such as Mc Donalds and Starbuck's to Taco Bell and the lessons for marketers....plus Dale Longmore from Brand Social is in studio to discuss some of the emerging social media tools such as Thumb, Vine and Pheed.
In this podcast an interview with Barry Hand, Marketing Manager of GrabOneEscapes.ie about marketing a business via coupon deal websites....GrabOneEscapes.ie are part of the INM Group and feature travel offers. Also Stephen Conmy from TheAppys.ie and DigitalTimes.ie tells me about the GSK App-cademy 2013. The GSK App-cademy is about bringing software development leaders and third level students together. The goal of the GSK App-cademy is to promote mentoring, positivity and jobs in app development.
In this podcast guest presenter Colin Lewis takes the reins addressing two topics.
The first topic is about how to brief and deal with digital agencies, with Dave Douglas, MD of ebow, a Dublin digital agency, discussing among other things, responsive design specification, how digital marketing is really the same as traditional marketing, and the discussion on budget. Among the case studies discussed is a recent one they did for Safefood using infographics.
In the second part of the podcast there is a discussion The Future of Newspapers in a Digital World, with Chris Lawson, the former Director of Content Sales & Marketing, Guardian News & Media. Among the talking points are the dangers of cannibalsation for publishers going digital, paywall vs non-paywall models - the solution of how to package the content in an efficient way is also discussed. The example of the travel and music sections are discussed, and the company's approach to move beyond mass marketing to individual, data driven, customer communications. Chris will be a keynote speaker at the digital marketing conference DMX Dublin on March 13th.
In this podcast we're trendwatching with Lead Analyst from Trendwatching.com - David Mattin. 2013 has been described as the perfect storm of necessity and opportunity - in this podcast we review in detail 5 of the key consumer trends identified by Trendwatching as crucial to follow in 2013. The full report, with analysis on 10 trends in total, can be accessed HERE.
Also interviewed is Jill McGrath, CEO of TAM Ireland, whic previews a forthcoming AAI Toolkit Seminar on the 26th February ' How shoppers behaviour is changing and the role that price, promotion and advertising strategies play in this'. We discuss how the recession has impacted on consumers' retail shopping habits, and whether this marks a fundamental shoft in behaviour.
In this podcast an interview with Orlaith Blaney, Chair of IAPI, and CEO of McCann Dublin, in the run up to a forthcoming seminar on Getting More from the Client Agency Relationship, discusses the pitch process from advertising agency perspective. Among the topics we discussed were the Public Sector procurement process in relation to advertising, the importance of the advertising pitch presentation itself, and the extent to which to which advertising is becoming more global in nature leading to a squeeze on advertising agencies.
Also Digital Marketing Institute boss, Anthony Quigley, is in studio to run through some trends in mobile marketing, the continued importance of search, the nature of app useage, and the general infancy of the sector, and the launch of Free WiFi in Dublin.
Persuaders' Marketing Picks
Where’s the future for daily deal sites? The landscape is certainly shifting, what with the introduction of Google Offers and the speculation about Groupon’s going public. Has it had its heyday – I know I’m tiring of receiving three to four emails a day – or is there plenty more steam in the engine?
Lab42 have researched that there are as many as 660 live deal sites, with more springing up daily, making for a competitive market place. Groupon’s growth has been astronomical, but, now reaching 115 million users, it has seen a decline in web traffic since July 2011. Lab42 surveyed 500 daily deals users on how they use the sites and have helpfully created this nifty infographic to answer a few question.
Advertising Agency: Ogilvy, New Zealand
Executive Creative Director: Damon O’Leary
Senior Copywriter: Ben Pegler
Creative Group Head / Art Director: Darran Wong Kam
Retoucher: Dan Spataru
Typographer: Chris Leskovsek
Account manager: Ben Hopkinson
“Should’ve gone to Specsavers Frankton”
Advertising Agency: Smart, Australia
Creative Director: Annie Price
Art Director: Ben Clarke
Copywriter: Tristan Graham
Retouching: Visual Thing
Published: June 2011
“Take a shave-cation. A whole weekend away from your razor.”
Advertising Agency: JWT, New York, USA
Chief Creative Officer: Peter Nicholson
Executive Creative Director: Sarah Barclay
Creative Directors: Billy Faraut
Art Director: Yangjie (Jay) Wee, Kirstin Roquemore
Copywriters: Alexis Reid, Tiffany Appleton
Planner: Jason de Turris
Director of Integrated Production: Clair Grupp
JWT Director of Brand Production: Matt Anderson
Print Producer: Dana Pettit
Art Buyer: Richard Cardinali
Account Executives: Claire Capeci, Ariel Stern, Monica Lewin, Jeff Branz
Photographer: Chris Clor
Retoucher: Chris Clor, Traian Stanescu
Media Agency: MEC
“Baby wake up call. Panasonic Baby Monitor.”
Advertising Agency: Ogilvy & Mather, Buenos Aires, Argentina
Copywriter: Lucas Antunes
Art Director: Daniel Corrêa
What determines whether a damaged brand has reached a tipping point from which it cannot recover?
One of the remarkable facts of brand equity is its persistence. A strong brand can withstand almost anything. The Apple and Harley-Davidson brands survived years of shoddy unimaginative products and are now among the strongest brands. The AT&T brand suffered from decades of terrible service, yet is now probably the strongest brand in its space. Incredible.
However, some brands do not recover easily. The GM brand was tarnished by the mismanagement of the 80s and parts of the 90s. According to Bob Lutz in his book Car Guys vs. Bean Counters, its sullied reputation lingered for decades. Even in the last few years the media ascribed an inability to design quality cars that objectively was not justified. The Audi sudden-acceleration problem exposed in a 60 minutes piece in 1986 tarnished its brand. Even though according to the CEO of Ford (in a private conversation), Audi had…
Shared by Persuaders
A great evening indeed and one that I and Michael Clyne from Path Pacific were delighted to help Livestream to the global creative community.
Marvellous. Bloody marvellous. How can you not love it when an idea catches fire and enough people see enough potential that they’ll invest enough time and energy to make it fantastic? Portfolio Night is just such a beastie. Ogilvy have hosted it twice in Dublin now, and very smart they are for doing so.
60 aspiring creatives were baring portfolios and souls to the well meaning but unyielding rigours of two dozen of the town’s top creative directors. Each young creative’s book benefitted from three 15-minute deep dives with three CDs, and the open spaces of Ogilvy’s beautiful building were used to wonderful effect, intense huddles everywhere you looked. The early atmosphere was beautifully balanced: relaxed and friendly sage advice meets huge dollops of youthful anxiety. It is after all probably the one occasion on the calendar when CDs can rub shoulders and enjoy each other’s company without the intense competition that awards shows bring.
The presence of so many digital agencies on the night cements the importance of Portfolio Night across disciplines. I spotted reps from Cybercom, Bluecube and Eighty Twenty lending their expertise to the newbies. ICAN’s Ian McFarlane said digital content was both improved and increased on last year’s event. It was heartening to see digital education represented by IAPI and DIT as well. Their joint Aungier Street postgraduate diploma in advertising and digital communications, also in its second year, is starting to get noticed by prospective employers. (As I oh-so-casually mention that, I should also disclose that I’m one of those involved on the lecturing side of the course.)
This is the ninth year of the Portfolio Night project, dreamed up by Toronto-based ihaveanidea.org. It happened in 30 cities simultaneously, which is a fairly cool thing, on my highly scientific scale of coolness. Locally, the whole evening was livestreamed to the world by Alex Gibson of Persuaders marketing blog and broadcast fame. Dublin’s second year has set a particularly high standard and I’m beginning to suspect that JP Donnelly (below) et al are glad they snagged this little annual creative corner.
“Taste the good old days.”
Advertising Agency: Publicis Conseil, Paris
, France
Art Director: Philippe Boucheron
Copywriter: Patrice Lucet
Assistant Ad : Antoine Dezes-Richard
Chief creative Officer: Olivier Altmann
Creative Director: Fabrice Delacourt, Olivier Desmettre
Photographer: Hervé Plumet
Art Buyer : Soone Riboud
Retouching: Adrien Blanchat/Benjamin Bastide
Production: Organic
Advertising Agency: Dare, Vancouver, Canada
Creative Director: Bryan Collins, Rob Sweetman
Art Director: Eric Arnold
Copywriter: Jarrod Banadyga
Published: May 2011
“Nokia N8 now with panorama.”
Adverising Agency: JWT, Gurgaon, India
Chief Creative Officer_ Adrian Miller
Executive Creative Director_ Priti Kapur
Creative Director: Anupama Ramaswamy, Simran Sahni
Art Director: Nishit Shankar
Copywriter: Amish Sabharwal
