Aer Lingus website strategy...

In this podcast an interview with Aer Lingus Director of Communication Declan Kearney about the launch of a revamped Aerlingus.com website. The new site includes an explore tool, best fare finder, personalization options, booking management, online check-in and a price-lock that will allow you to hold your flight with just a deposit. The website is part of a new brand repositioning which launched in Spring 2015 “Smarts Flies Aer Lingus,”....

Corporate rebranding: the Eir Case-Study...

In September 2015, Irish telecoms company, Eircom officially unveiled a new name for the group in a rebranding exercise costing €16m. The change of name to Eir marked the largest rebranding exercise in 20 years in Ireland. The change in name marks another new phase in the firm’s chequered past, which includes multiple changes in ownership, a phase of examinership and a controversial flotation on the stock market. In studio to discuss the issues involved in this particular case, and the broader range of strategic issues in a corporate rebranding exercise I was joined by Pat Kinsley from Neworld Associates. One of the original Brand Thinkers in Ireland, Pat has spend the last 28 years extolling the virtues of branding as an essential commercial...

Sponsorship Special

This podcast is a special on Sponsorship Trends…in studio I am joined by Jamie Macken from Livewire and Joanne O’Sullivan from PSG Sponsorship Topics Disussed are: Sponsorship trends in Ireland today ( sports, media, arts,  etc ) Motivations for sponsors / property rights holders Measurement of sponsorships Case-studies of effective sponsorships: Electric Picnic research from PSG How digital impacts on sponsorship today. Post-recession ? is this being felt in...

Direct Marketing

In this podcast I am joined by Lorcan Lynch from DataXcel , Ann Marie Dunny from Microsoft, and Dave O’Sullivan from Ignition. We talk about about the resurgence/renaissance of DM, what’s changed, the central importance of data to off-line and on-line marketing, lower postal volumes but increased frequency due to better targeting and segmentation of data etc. Also how DM and Digital are ideal partners. We also preview the forthcoming IDMA Conference Loyalty: Show me the Love  which takes place on October 1,...

Rich Media Developments and Case-studies...

In this podcast we take a look at rich media developments. My guests were  Graham Nolan, Head of Strategy at CKSK and Ken Nugent, Business Development Manager, RTE Media Sales ( Digital )  Among the items we discussed were: The major rich media innovations that RTÉ Media Sales-Digital have developed across RTE’s digital platforms (including a full-page takeover campaign for  Aviva ). Global examples of great rich media innovations / some of the rich media work CKSK have done for their global clients. We explored the value that rich delivers to creative agencies and brands today, versus the limitations of static digital advertising typically used in Ireland over the past 10 years. The challenge of how to  unlock creative possibilities as well as commercial e-commerce possibilities within rich media are also discussed. And we ask the question whether rich media may actually substitute the need to bring people to your website at...

SME Branding Workshop Podcast...

In this podcast on SME Branding I am joined by Gerard Tannam (on left in photo ) from Islandbridge Brand Direction and Ross Good from Pubble.io  – an online messaging platform. Among the topics we address are: Creating the brand — understanding the brand’s story Brand values – how to uncover them – and leverage them For an SME what are the types of actions needed to ensure that brand is developed strategically in the midst of lots of pressing challenge ( growing scale, lack of expert marketing talent etc.). Gerard offers his insights into how the company can build a brand in the challenging context of scaling up a tech...