Dublin City FM. The Persuaders is hosted by Alex Gibson, with a little help from my friends.
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The Persuaders can be heard live at 1.00pm G.M.T. every Friday lunchtime.
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Alex Gibson |
The Persuaders Marketing Podcast
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.
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.
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.
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 Pitchdoctor.ie and visit an exhibition from the French tourism promotion board, Atout France.
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 Mediatraining.ie
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.
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 Measurement.ie conference which examines the area of social media ROI.
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 WeddingsOnline.ie, Gareth writes & lectures extensively on internet related matters. He occupies regular columns in SiliconRepublic.com and the Irish Independent in the Republic of Ireland, and Business Eye magazine in Northern Ireland.
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.
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.
In this Jonnie Cahill, Marketing Director, Telefonica Ireland, discusses the O2 sponsorship of the O2 music arena - a sponsorship that was an award winner in the Naming Rights category at the European Sponsorship Association's recent awards. Among the issues discussed are sponsorship animation, sponsor benefits and delighting the customers with sponsorship, the customer journey, customer experience and sponsorship objectives. Also Catherine Flynn from London social media marketing agency We Are Social discusses some interesing best-practice case-studies.
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…
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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
