That's What I Call Marketing Conor Byrne

Welcome to the first episode of "Building a Legacy," a new three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will deep dive into the evolving world of communications and how Legacy Communications are shaping the future. In Episode One of this 3 part series, host Conor Byrne sits down with Bernard Brogan and Kevin Moore, of Legacy Communications, to share the fascinating journey of their agency from its inception to becoming a renowned name in the industry.
Bernard Brogan, a Dublin football legend with a background in accountancy and business management, and Kevin Moore, a seasoned PR professional with a history in high-profile campaigns, bring their unique perspectives and experiences to the table. Together, they discuss the importance of storytelling, creativity, and strategic thinking in building and maintaining a successful agency.
Starting with the origin story of Legacy Communications, Bernard and Kevin recount their early days of working without wages, setting up a small office, and the challenges they faced. They highlight key moments and client wins that propelled their agency forward, including securing significant partnerships with AIG, Volkswagen, and Littlewoods Ireland. 
The conversation delves into the operational challenges of running a fast-growing agency, the importance of culture and values, focusing on the core principles: Be Brave, Be Sound, and Be Curious. .
As they look to the future, Bernard and Kevin share their plans for international expansion and the strategic moves they're making to stay ahead in the digital age. Join us for this inspiring episode filled with personal anecdotes, professional insights, and practical advice for anyone interested in the dynamic world of communications and marketing. 
Don't forget to subscribe, rate, and review the podcast, and stay tuned for the next episode in the "Building a Legacy" series, where we explore the power of creativity in shaping successful marketing campaigns.

01:01 Meet the Guests: Bernard Brogan and Kevin Moore
04:36 The Origin Story of Legacy Communications
08:03 The Journey of Building Legacy Communications
15:04 Key Moments and Client Wins for Legacy Communications
20:14 Learning from Mistakes and Growing the Business
26:47 The Importance of Relationships in Business Success
27:59 Mastering Client Relationships and Scaling Challenges
29:21 Strategic Planning and Growth Amidst Uncertainty
32:19 Embracing Digital Transformation and SEO Integration
38:39 Cultivating a Strong Agency Culture and Values
43:41 Innovative Approaches to Client Success and Agency Growth
47:22 Looking Ahead: International Expansion and Leveraging Technology
53:49 Reflecting on the Journey and Lessons Learned
56:01 Building a Legacy Through People and Partnerships
Visit https://legacycommunications.com/
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Peter Field said “Any brand with ambitions beyond its budget needs to see this”. He was referring to Bountiful Cows IPA data fueled study which analysed 256 ad campaigns, examining them for Relative Advantage. I tracked down Adam Foley, CEO of Bountiful Cow to ask him more about the analysis and the findings. The research argues that relative advantage campaigns are 15% more likely to show at least one very large brand effect. They are also 60% more likely to have a very large effect on awareness, 22% more likely on differentiation suggesting a longer-term benefit to the brand and the business.
As Adam himself has said “When you can’t outspend your competition, you have to out-think them. You’ll never win by doing the same thing with less money; it’s about seizing opportunities that competitors overlook or neglect.” This episode delves into the report with great real life examples of brands that are using these principles of relative advantage.
This is episode covers the importance of challenger brands, how a diverse and non-traditional approach to marketing and audience engagement can result in significant company growth and brand awareness, distinctiveness in a saturated market, leveraging social currency, and the critical role of measuring campaign effectiveness.
03:38The Power of Regional Press
05:48 Embracing Challenger Brands
07:42 The Philosophy of Challenger Brands
16:35 The Relative Advantage Framework: A Deep Dive
24:42 Exploring the Seven Principles of Challenger Brand Success
44:24 The Future of Challenger Brands
Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 
Get in touch about sponsorship or content partnerships, email 
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In the 2nd part of the series Inclusion in Action I am joined by guests Dr. Camille White, Chloe Davies, and Anike Mlemchukwu shared their unique perspectives on navigating careers as black women, tackling systematic racism, and advocating for mental health and special needs within their industries. Dr. White, CEO of Inspire to Evolve, shares her journey from medicine to tech, focusing on empowering individuals for better health and career satisfaction. Chloe Davies, founder of 'It Takes a Village', emphasises the importance of addressing black mental health and using her platform for advocacy and change. Anika highlighted her commitment to supporting children with special needs, founding Lapapoe to provide resources for these families. The discussion touches upon the challenges black women face in various spaces, the importance of representation, and the role allies play in fostering diversity, equity, and inclusion. Again the need for action, for more inclusive practices and meaningful change comes through
05:30 The Importance of Representation and Overcoming Racism
09:50 Advocacy and Breaking Stereotypes
19:17 Creating Change: The Role of Leadership and Community in Diversity
24:04 Trailblazing in the Corporate World
24:44 The Power of Representation and Diversity
27:45 Comparing Racial Experiences: US vs. UK
35:45 The Struggle for Equity in the Workplace
41:40 The Role of Data in Achieving Pay Equity
46:11 Final Thoughts on Legacy and Empowerment
Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 
Get in touch about sponsorship or content partnerships, email 
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Traditional (or established) media is having somewhat of a resurgence, the pendulum is certainly swinging to a more balanced view. We have the likes of Nils Leonard celebrating the power of OOH, Mark Ritson telling us that if we allocate 11% of our marketing budget to radio advertising, the entire campaign’s effectiveness will double and Peter Field releasing Why TV is at the heart of effectiveness and NeuroInsight showing that a 30-second cinema ad had 1.75 times more chance of having its “intended impact” on memory and engagement than a 30-second TV ad. So it was time for That’s What I Call Marketing to sit down with leading industry bodies to get their take on the landscape, the challenges and opportunities faced by traditional media, innovative research studies, and the importance of measurement and effectiveness in advertising. Featuring insights from Jill McGrath of TAM Ireland, Aoibhinn Lennon from the Outdoor Media Association, Cassie Joyce of Pearl and Dean Ireland, and Ciarán Cunningham of Radio Centre Ireland, the discussion delves into how traditional media channels are adapting to digital transformations and the perceived effectiveness of digital vs. traditional advertising. The episode also highlights the need for marketers to be curious, challenge assumptions, and consider a balanced media mix to achieve brand success. Recorded at Poddle Audio
00:44 Diving Into the Media Landscape: Challenges and Opportunities
01:12 Expert Insights on Traditional Media's Evolution
02:59 The Digital Shift: Analysing the Impact on Advertising Spend
05:13 Reassessing Media Strategies: A Shift Back to Broadcast?
06:52 Breaking Down Misconceptions in Media Planning
11:05 The Importance of Diverse Media in Campaigns
12:59 Measuring Success Beyond Digital Metrics
24:11 Revisiting Event-Based Media and Consumer Engagement
27:02 Addressing the Digital Focus in Media Planning and Buying
29:51 The Sonic Boom of Audio Media
30:06 Marketing Challenges and Strategies
36:06 Innovations in Media: A Closer Look
38:21 The Future of Media Measurement and Creativity
52:10 Busting Myths and Setting New Goals
Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 
Thanks to Dee Reddy at Poddle Audio for hosting this episode
Get in touch about sponsorship or content partnerships, email 
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Taking a look back at the top marketing moments in April 2024 ,this episode provides a roundup of notable marketing campaigns, news and trends t discusses Weetabix's new brand campaign aimed at reclaiming market share, Burger King's 70th-anniversary celebrations, the Cairn Homes sponsorship of community games, McDonald's innovative smelling billboards in the Netherlands, a critique of B2B marketing strategies, the success of the Wild Atlantic Way tourism campaign, the complexity of fake billboards, marketing to Gen Z, a look at what happened with Sky Ireland's streaming service ad, insights into the CMO-CFO relationship via the On Strategy Showcase podcast, Terrence Riley's return to Crocs, the unusual Pringles and Crocs collaboration, Dove's self-esteem project confronting AI-generated beauty standards, the launch of Cruzcampo beer in the UK by Lucky Generals, the Indie List’s embrace of AI in marketing, a mention of a wonky Waitrose billboard misunderstanding and a preview of upcoming guests and an invitation for partnerships for the next year's Cannes festival.
00:22 Weetabix's Branding Challenge and Campaign Insights
02:12 Celebrating Burger King's 70th with Flame-Grilled Ads
02:38 Cairn Homes and the Community Games Sponsorship
03:35 McDonald's Innovative Smelling Billboard Campaign
05:29 The Wild Atlantic Way: A Tourism Marketing Success
07:18 The Rise of Fake Billboards and Creative Debates
08:50 Marketing to Gen Z sigh
09:39 Sky Ireland's Streaming Ad
10:49 Exploring the CMO and CFO Relationship with Heineken USA
11:52 Terrence Riley's Return to Crocs
12:52 Innovative Campaigns and AI in Marketing
15:23 Waitrose's Creative Pricing Campaign
16:19 April's Guest Highlights on 'That's What I Call Marketing'
16:57 Looking Ahead: Cannes 2024 and Future Collaborations
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Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 
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Today’s episode is live from Whelans in Dublin at the IAPI Cannes Young Lions competition showcase. The Young Lions competition gives the next generation of industry superstars the chance to prove themselves answering a charity brief under intense pressure. It is a fantastic opportunity to celebrate & support young creative talent in Ireland. I was delighted to go along to the winners showcase and chat to some of the amazing creative teams that participated and won. We need to celebrate creativity and we need to encourage the next generation of creatives to stay in this industry and help elevate Ireland’s creative capabilities on the world stage. We are a nation of world class storytellers, artists, musicians - our creative outputs in marketing and advertising should be world class. These winners share the approach to tackling the brief, what it felt like to win and what they are expecting at Cannes. If you aren’t inspired by the future of creativity - listen to this and you will be. 
 
02:30 Shreesha Hedge introduces the IAPI Cannes Young Lions Competition
10:29 Lorna Tutty & Georgia Murphy from Droga5 discuss their winning digital entry
18:54 Hannah McGlynn & Lucy Mortell from Publicis discuss their winning film entry
27:23 Meabh O’Mahony & Kelly Oglesby from Edelman discuss their winning PR entry
37:00 Max Brady from Pull The Trigger talks about producing the winning film entry, why she does it and why Cannes is so important
46:30 John-Mark McCafferty of Threshold chats about the inspiration the charity got from the Cannes Young Lions participants

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Thanks to today's show sponsors: The Indie List and Diplomat, the global brand agency 
Get in touch about sponsorship or content partnerships, email 
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