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April 2010 Archives

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Season 4: "Profiles in (Marketing) Courage"

Airs on Radio One:
Saturday 1 May, 2010 10am
Monday 3 May, 2010 11:30am

It's not the sort of courage that makes headlines or history books: this week Terry O'Reilly tells stories of those in marketing who take risks- or make daring counter-intuitive decisions, despite immense pressure to take an easier route. He'll tell the story of brands that swam against the prevailing current, including some who used their ads to help break social barriers. And he'll profile a fast-food giant that sunk millions into a campaign to tell people how bad its product was. 

Listen to this episode as streaming audio (runs 27:30)

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Season 4: "Where Power Resides"

Airs on Radio One:
Saturday 24 April, 2010 10am
Monday 26 April, 2010 11:30am

It's a popular myth among some consumers that advertisers hold some mysterious, hypnotic sway over them: manipulating their beliefs and spending decisions. Many advertisers, on the other hand, believe the power lies entirely with consumers, who can hobble the mightiest of brands with a rumour, or a single, viral video. This week, Terry O'Reilly follows the food chain of persuasion all the way to the top- to find out where the power really resides. And he'll show you the chain of command within the ad business itself.

Listen to this episode as streaming audio (runs 27:30)

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Season 4: "Privacy"

Saturday 10 April, 2010 10am
Monday 12 April 2010 11:30am

Advertising is only meaningful if it's pitching something you're interested in. But advertisers can't know what you're interested in without learning something about you.  That means information gathering- and that touches on the sticky issue of privacy. This week Terry explains why your personal information is so important to marketers, and how the new generation of consumers is more willing to surrender personal information than their parents. He'll also take you on a tour down a data mine, to show how savvy marketers use customer information to improve customer service- and their bottom line.

Listen to this episode as streaming audio (runs 27:30)

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Season 4: "Oddballs: Singular Campaigns"

Airs on Radio One: Saturday 3 April, 2010 10am Monday 5 April 2010 11:30am Just as there are oddballs in sports, the arts, and certainly in politics- there is no shortage of oddball campaigns in advertising. This week, Terry explains why oddball campaigns are so important to his trade. Not all rank among the all-time greats; not all scoop major awards. What they do was change the way people think about ads. Terry will tell the story of the controversial Benneton campaign of the 80's and 90's, and pay tribute to an ad giant who change the way the world thinks... about prunes.

Listen to this episode as streaming audio (runs 27:30)