The Persuaders
Nominated for the 2010 Irish Web Awards
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The Persuaders is a weekly marketing and media programme that is broadcast on special interest radio station
Dublin City FM. The Persuaders is hosted by Alex Gibson, with a little help from my friends.

Your Host Alex Gibson The Persuaders
can be heard live at
1.00pm G.M.T. every
Friday lunchtime.
Your host:
Alex Gibson

The Persuaders Marketing Podcast

27 June 2014 09:43pm

This podcast is a profile interview with Shane Mc Gonigle, founder of Winsight  which he founded when he stepped down from the helm at Leo Burnett Ireland in 2012. Shane held the position of managing director of Burnett's Ireland divsion for over a decade. Shane founded Winsight to build on his passion for innovation and new product development, and in the podcast we discuss in detail how marketing and product innovation are inextricably interlinked. 

23 June 2014 07:42pm

An interview with Kay Mc Carthy, from planning agency, MCCP, who spoke at the Cannes Lions Festival on the topic ' The Death of Planning ' Cannes Lions International Festival of Creativity titled ‘Planning for the death of planning, as we know it’

In the podcast we ask Kay what was the audience reaction.

Cannes Lions 2014 had more than its fair share of celebreties in attendance....

o Sarah Jessica Parker

o Maureen O’Dowd, New York Times

o Rebecca Eton, content curator for Downton Abbey o Calvin Klein

o RGA and Beats

o Kanye West

o Creative agency, Monkeys

o Keith Weed, CMO of Unilever

o Acacia 17


Also interviewed on the topic of branding is founder of Neworld Associates, Pat Kinsley.



7 June 2014 11:42am


In this podcast the first in a number of special reports from the Augmented World Expo 2014 which took place on 28/29 May in Santa Clara Convention Centre.... In the podcast I interview Dhanushan Balachandreswaran, founder of Canadian tech force, Sulon Technologies...using their Cortex mounted head-set was certainly one of my most memorable experiences at the event. Also interviewed is Martin Herdina, CEO of Wikitude, whose SDK has already been used by more than 40,000 app developers world-wide. Their AR system has been used in the Shard London, and also to create a virtual tourist experience in the city of York.


In the second part of the podcast, I interview Gary Disley, Marketing Director of eircom Business Solutions. Topics we discuss are:


  • challenges of B2B compared to B2C,
  • how marketing works within a large organisation like eircom, and
  • why eircom are investing in Digital Boost and the eircom Spiders
23 May 2014 09:00pm
Kay McCarthy, the founder and CEO of the Dublin-based planning agency MCCP will be flying the flag for Ireland when she delivers a talk at this year's Cannes Lions Festival in June. In an extended interview Kay talks about her paper 'Planning for the death of planning, as we know it' which will address topics like data, insight, strategy and creativity. We discuss the role of the planner today as well as the skill-sets required for a career in planning.
Plus an interview with Alex Walsh from the UK Direct Marketing Association who will preview a talk he will deliver at a forthcoming IDMA seminar on the impact of the new 2015 Irish postcodes. We discuss how postcodes help with data and how they help with segmentation, targeting and campaign planning.


20 May 2014 09:01pm

In this podcast there are three interviews:


Jill Byrne, Business Development Manager at Planning Consultancy MCCP talks about the agency's client base, and announces that founder Kay Mc Carthy will be the only Irish presenter at this year's Cannes International Advertising festival.

The guest speaker at MCCP's GameChanger event was Marketing Director of Kepak Foods, John Anderson, and I got the chance to discuss with him the repositioning or their Rustlers brand from a target market that was oriented at 'lads' to a more broad family appeal.

Finally in studio for an extended interview I talk to founder of Peter Connor. Bullet provide a cloud-based accountancy solution for SMEs. We discuss the points that arose in a presentation that Peter made to an Eircom Spiders workshop....lots of practical tips to build marketing presence on a shoestring.

11 May 2014 07:21pm

An extented interview with founder of Von Bismark, Eoghan O'Sullivan. Founded in late 2011 Von Bismark released their first commercial product – the “VB Wardrobe” in 2013. The Wardrobe uses live motion capture and allows consumers to control the interface from a number of metres away using only their hands. Utilising augmented reality users can then try on virtual outfits, take pictures and share content within seconds. To date the Wardrobe has been used as a marketing and sales tool for retailers and advertisers with some of the world’s largest brands taking advantage of the Wardrobe since launch. They recently exhibited the hardware at the inaugural European Augmented Reality Marketing Conference.


4 May 2014 09:50am

In this podcast interview Niall Carson from Go Car describes the company's start -up marketing strategy. Go Car is Ireland's only car sharing initiative, offering short term car rental to members on a hourly basis. It's somwhat similar in concept to the hugely popular DublinBikes initiative, and has been enjoying huge growth rates since its launch, with over 30 locations now served by 50 cars. 

4 May 2014 09:17am

In anticipation of the Bord Gáis Energy Social Media Awards 2014 taking place on June 5th, this podcast we interview founder of the , Damien Mulley and co-founder of Funky Christmas Jumpers Fabio Molle. Fabio was a winner in 2013 and in the interview he tells the story of his business and how social media marketing is at the heart of everything that they do.

Towards the end of the podcast I interview Orla Strumble, who is head of marketing at the Irish Greyhound Board. Greyhound racing has been growing in popularity, and has been successful in reaching out to new target markets - among them the marketing community, who see it as a great way to build relationships with clients and employees alike. We explore the marketing strategy behind the rise in popularity.



27 April 2014 02:11pm

In this podcast I interview Keith Bohanna. Keith is part of a boutique consultancy, NearFuture,  which helps businesses and organisations make sense of their evolving commercial strategies for dealing with digital.

He also has a core passion for small scale food producers & the role that branding and marketing plays in their growth. His blog, Biabeag, contains nearly 200 blog posts on this topic since 2010.

He kicked off a series of very successful Meet The Maker events in January and is now running a one day event Outstanding By Design taking place on May 10th. In this podcast we discuss the speaker line-up and some of the issues surrounding branding and packaging design for artisan food producers.
5 April 2014 02:39pm

An interview with keynote speaker at the inaugural Augmented Reality Marketing Conference, taking place in Dublin on April 15th, 2014 - Mike Halstead. Mike  is Managing Director of HH&S Group has more than 30+years in promotional marketing. He has a track record of employing new technology into tried and tested promotional mechanics. He Joined Saatchi & Saatchi in 1981 as a graduate recruit and in 1983 moved over to the newly created Saatchi below-the –line marketing agency The Sales Promotion Agency, becoming Group Account Director on British Airways account.

In 1987 he founded a new sales promotion agency HH&S Group with Associated Newspapers, Pepsi and Pizza Hut amongst the first clients. Associated Newspapers is still a client after 27 years. Developed one of the early TXT2WIN
In 2007 Mike created the digital consultancy m2end specialising in Augmented Reality.
Clients include Volvo, Turner CNN, Royal Mail and Marston’s.

Mike’s presentation will be on Augmented Reality and Sales Promotion.
A new channel for tried and tested SP mechanics
A perfect match. AR, new digital technology channel with lots of functionality, a little misunderstood but bags of “hyped” potential and Sales Promotion the established, much used and abused, tried and tested, always looking for a new suit to reinvent itself. The backbone of many a brand and marketing campaign. Is this a good match? Does this relationship have the staying power or just another one night fling?

Persuaders' Marketing Picks

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