A Little Help From My Friends...
The arrival of podcast technology earlier this year has brought the show to a much wider audience who can listen when and where they want and The Persuaders Marketing Podcast is now downloaded each week by several thousand listeners worldwide.
To reflect the show's growing reach and ambition, Alex has recently pulled together a back-room team to work with him in refining The Persuaders branding and programme structure, including Gerard Tannam of Islandbridge Brand Direction, Alan Bell of Adnet, Diana Bonfilio of Dcoy Design and Denis Goodbody of Adept Advertising.
Gerard Tannam's thought-provoking 'Brief Word On Brand' has been a regular feature of the programme since 2001 and his imprint can be seen in the keener positioning of The Persuaders' brand and in the structure of the show, brand identity and style of presentation.
Web Builders to the Design Industry, Adnet have worked closely with Alex and Gerard to create an online resource that reflects the programme's evolving dynamic, whilst native Bostonian Diana is responsible for The Persuaders striking new graphic identity.
A copywriter by training and instinct, Denis has contributed to the production of the show as well as having his own feature where he muses on the strange world of marketing and advertising.
With friends like that...
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We'd welcome your own thoughts on the 'new' Persuaders as well as contributions to the show on any marketing topic:
mail@persuadersonline.com
The Persuaders Marketing Podcast
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.
In this podcast I'm joined by Marketing Manager for Tommy Hilfiger in Ireland, Claire Nolan. Among the topics we'll discuss are the brand position of Tommy Hilfiger, the impact of social media on marketing strategy and the role of retail store as part of the brand strategy,
Also, Kevin Foley, Commercial Director of DRG will discuss the company's new service Admarket.ie which promises a new way of allowing advertising to be purchased in real-time.
In this episode an interview with Leanne Papaiannou from Chilli Pepper Marketing and Gina Miltiadou of Zahra Custom Media, who have just launched 'All About Loyalty' - a new magazine aimed at Loyalty and Retention managers in companies.
In this podcast we take a look at motivational speakers as a sector. What are the trends in motivational speaking, what are people who book speakers and their client companies looking for, and how has the recession impacted on the sector. Hugh Hick interviewed internationally acclaimed speaker Kevin Kelly and I spoke to Mary Menton whose company, Speaker Bureau Ireland, books speakers for numerous conferences.
Also in this podcast Suzanne Mc Elligott from IAB Ireland reports on the first half-year 2011 survey that they have conducted in association with PEC assessing the health of the online advertising market in Ireland.
In this podcast Hugh Hick and I discuss the recent Marketing Institute of Ireland conference held in Dublin's Four Season's Hotel. Among the interviewees are Caroline Taylor from IBM and Daniele Fiandaca, Managing Partner at Cheil UK and economist Dr.Constantin Gurdgiev.
In this recording I'm joined in studio by CEO of Mc Cann Erickson Ireland, Orlaith Blaney and marketing consultant Noel Toolan. In our discussion we address a wide number of topics including Great Chirstmas Marketing Campaigns ( Coke, Budweiser, Marks and Spencers among others ) , Building a Destination Brand, Social Media and its impact on Marketing, RTE Local Heroes show which Noel Toolan is participating in as a mentor.
In this podcast we discuss the BAI consultation on the code of advertising food products to children. In studio are Catherine Joyce ( Barnardos ) Maureen Mulvihill ( National Heart Alliance ) and Ed Mc Donald ( AAI ).
Plus by telephone I will be interviewing Living Social's Nick Stafford about the forthcoming TravelHuddle Dublin conference.
In this podcast Damian Ryan founder of Mediaventura is interviewed and discusses the opportunities for Irish agencies to exploit the digital marketing space in the UK......
plus fresh from his appearance recently on RTE's Secret Millionaire, Nadim Sadek reviews the Inishturkbeg brand project, food, tourism, music and whiskey.
In this podcast I am joined in studio by IDMA Council Members Amie Peters from the Mail Media Unit at An Post and by Dave Furney from RR Donnelly - Document Management specialists. In our discussion we review the most recent IDMA activities and forthcoming events as well as discuss the general state of play in the sector. At the start of the show there's an interview with Paul Moran from Mediaworks where we review the last 6 months in the ad business as well as try to find some silver linings for the remainder of the year.
In this podcast, a feature interview with Paul Hackett, co-founder of ClickandGo.com, a new company designed to deliver inclusive holiday packages online. Paul was previously Marketing Manager in Budget Travel before he set up NST, Ireland's largest educational travel company. In the interview we address the dramatic changes that have characterised the travel market, particularly the shift to online booking.
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
Persuaders Postings
This is a special podcast dedicated to the topic of using social media tools to enhance hotel marketing. Guest in-studio were Dr. Des O'Mahony founder of hotel technology company, Bookassist and Adrian Sherry, Group Marketing Manager for Moran Bewleys Hotel Group. On the telephone we were joined by Guillaume Thevanot from HouseTrip and editor of a highly popular hotel marketing blog. Among the topics we explored were the impact of social media on hotel marketing, how social media interacts with hotel loyalty programmes, the impact of review sites and how to resource social media marketing for hotels.
