Irish Marketing Podcast

In this special edition of The Irish Marketing Podcast, we bring you highlights from Radio Centre’s Sounding Out 2026 conference at the Mansion House in Dublin, exploring the core theme of profit and trust in audio advertising.
Featuring standout moments from world-renowned experts, including

• Professor Mark Ritson on Profit & Pricing: Why mass marketing works, how price drives corporate profitability far more than revenue, and why emotional, codified ads build lasting brand trust.
• Ralph Van Dijk (Eardrum) on Audio Effectiveness: The $189 billion annual cost of dull advertising, the power of sonic branding, and how audio reaches both today’s active buyers and tomorrow’s target audience.
• Mario Rosenstock’s Industry Satire: A hilarious closing set reflecting on media agencies, radio history, and industry awards.

Presenter – Daryl Moorhouse
Sound Engineer – Sean Byrne

🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin
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If you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]

Daryl is joined by Sinéad Byrne, European Marketing Director at Smyths Toys Superstores, and Jen Speirs, Chief Creative Officer at Droga5 Dublin, to discuss the creative strategy behind Smyths Toys’ new European Christmas campaign.
Reimagining Smyths’ iconic 300-page catalogue—a cherished holiday tradition for families—as a child's best friend, the team brought to life a larger-than-life character (crafted from over 700 individual toy models, including dinosaurs, dolls, rockets, and footballs).
Together, they discuss:

• The Catalogue as Creative Hero: Bringing a 300-page retail publication to life as an imaginative, playful brand icon across eight European markets.
• Full 360-Degree Campaign: Integrating brand storytelling with targeted product films and hard-hitting retail messaging to stand out against competitors like Amazon.
• From Mayo to 300+ European Stores: How Smyths expanded from a family-run pub and newsagent in Claremorris, Co. Mayo, into an international retail leader.
• Long-Term Brand Building: Exploring the future creative potential and digital footprint for the toy character in upcoming seasons.

Presenter – Daryl Moorhouse
Sound Engineer – Sean Byrne

🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin
▶️  Subscribe to our Youtube channel
📰  Subscribe to The Irish Marketing Podcast Monthly Newsletter

If you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]

In this weeks ep, Daryl is joined in Tinpot Studios by Michelle Spillane, Managing Director of Online at Paddy Power, following her recognition as the Marketing Institute of Ireland's National Marketing Champion 2027.

With a stellar 30-year career spanning senior marketing leadership roles at RTÉ, Microsoft, Bank of Ireland, Disney, and Paddy Power, Michelle shares invaluable insights into building magnetic, culturally resonant brands in a fast-moving industry.

Together, they explore:

• 🧲 The Power of Brand Magnetism: Why brands must prioritise distinctiveness and avoid "scaling wallpaper" in an era of automated, high-velocity communications.
• 💡 Curiosity as a CMO's Hallmark: How deep consumer psychology and relentless curiosity drive effective strategy and commercial problem-solving.
• ⚽ Behind "The Special One" Campaign: Collaborating with football legend José Mourinho to create an iconic piece of satirical pop culture.
• ⚡ Managing Content at Scale: How Paddy Power empowers its in-house editorial team to publish agile, culture-led content without corporate bottlenecks.
• 🤝 Empathetic Leadership: The importance of lending confidence to teams, shouldering the burden in high-stakes crises, and fostering a collaborative culture.

Presenter – Daryl Moorhouse
Sound Engineer – Sean Byrne

🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin
▶️  Subscribe to our Youtube channel
📰  Subscribe to The Irish Marketing Podcast Monthly Newsletter

If you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]

In todays ep, Daryl is joined by broadcaster and tech commentator Jonathan McCrae to discuss Thinky—his new algorithm-free social network built as an antidote to modern digital noise. Together, they explore:

• Building Thinky: Why Jonathan built an independent, algorithm-free platform with no AI content, video streams, or data tracking.
• The Decay of Social Media: How mainstream platforms shifted from fostering community to driving algorithmic outrage and self-promotion.
• Human-Centric Design: Why real-name verification and chronological feeds offer a path back to polite, meaningful online conversation.
• AI & Persistent Botnet Risks: The alarming technical hazards of autonomous AI "subtasking" and its potential impact on global financial infrastructure.

Find out more about thinkie.ie here

Presenter – Daryl Moorhouse
Sound Engineer – Sean Byrne

🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin
▶️  Subscribe to our Youtube channel
📰  Subscribe to The Irish Marketing Podcast Monthly Newsletter

If you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]

On todays ep, Daryl is joined by Jesse Newman (Art Director at agency Boys and Girls) and textile artist Eileen McNulty to discuss the story behind Škoda’s installation at Dublin Airport. Together, they discussed

• how Škoda's "We're All Woven into the Fabric of Ireland" campaign brought a 3m x 1m handsewn tapestry to Dublin Airport's pedestrian skybridge.
• what it was like managing Creative Collaboration, navigating the feedback loops and dynamics between an independent textile artist, a creative agency, and a global corporate brand.
• Why pairing a modern automotive brand with one of Ireland's oldest art forms created an impactful, tangible campaign that resonated with travelers.

Presenter – Daryl Moorhouse
Sound Engineer – Sean Byrne

🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin
▶️  Subscribe to our Youtube channel
📰  Subscribe to The Irish Marketing Podcast Monthly Newsletter

If you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]

Daryl is joined in Tinpot Studios by Maev Martin (Editor of Checkout) and Ruth Lloyd Evans (Senior Business Insights Manager at NIQ) to unpack the Checkout Top 100 Brands for 2026.

Together, they break down Ireland's latest grocery retail trends, brand performance, and shifting consumer habits, including:

• Why Coca-Cola holds the top spot for the 22nd consecutive year—and where the real movement is happening further down the rankings,

• how Gen Z wellness trends and an aging population seeking longer health expectancy are driving demand for functional, convenient, and healthier choices

• what the rise of weight-loss medications means for calorie intake, nutrient density, and evolving flavour preferences on supermarket shelves.

Presenter – Daryl Moorhouse
Sound Engineer – Sean Byrne

🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin
▶️  Subscribe to our Youtube channel
📰  Subscribe to The Irish Marketing Podcast Monthly Newsletter

If you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]

On Episode 53 we examine Ireland's evolving creator economy through 2 distinct viewpoints. IAB Ireland CEO Suzanne McElligott represents the industry perspective, highlighting research where audience trust and authenticity both score 72% and pushing for formal ASAI compliance across campaigns.

Full-time creators Éadaoin Fitzmaurice and Kevin Penrose share their real world creator perspective, viewing transparent ad labeling as vital protection for their audience credibility while treating algorithm shifts as creative challenges. 

Presenter – Daryl Moorhouse
Sound Engineer – Sean Byrne

🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin
▶️  Subscribe to our Youtube channel
📰  Subscribe to The Irish Marketing Podcast Monthly Newsletter

If you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]

Daryl is joined in the studio by Fergal Carroll, co-founder and head brewer of Fierce Mild—Ireland’s first and only dedicated non-alcoholic brewery.

Fergle talks about launching their new Lively Lager, the origin of the brand and the R&D and guerrilla marketing required to disrupt a market dominated by multinational giants.


To mark our first anniversary, the team at Fierce Mild has kindly offered an incredible prize for one of our listeners: a three-month supply of Fierce Mild beer shipped directly to your door, plus an official merch bag (total value €250). 

To enter all you have to do is email [email protected] mentioning Compeitition. The first email recevied will win the prize, provided the entrant is over 18. It's that simple



Presenter – Daryl Moorhouse
Sound Engineer – Sean Byrne

🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin
▶️  Subscribe to our Youtube channel
📰  Subscribe to The Irish Marketing Podcast Monthly Newsletter

If you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]

In this episode, Daryl sits down with Una Herlihy, co-founder of The Indie List, to explore the massive structural shift towards independent working and freelance talent in the marketing industry. We track the platform's incredible journey from a single LinkedIn post written on a garden hammock and a badly formatted spreadsheet of 30 creatives to a thriving professional ecosystem of over 2,500 freelancers.

🎁 Early Birders Competition: We also launch an exclusive competition for our earliest listeners to win a bespoke, 2-hour strategic session with marketer extraordinaire Paul Dervan, celebrating the launch of his new AI Fluency for Ambitious Marketers course!.

To be in with a chance to win, all you have to do is email [email protected] mentioning Paul Dervan compeitition. The first email recevied will win the prize. It's that simple

Presenter – Daryl Moorhouse
Sound Engineer – Sean Byrne

🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin
▶️  Subscribe to our Youtube channel
📰  Subscribe to The Irish Marketing Podcast Monthly Newsletter

If you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]

In this episode of the Irish Marketing Podcast, we unpack the "Fox Pack", a collaborative initiative between Orchard Thieves and youth-marketing agency ThinkHouse designed to recruit and empower emerging Gen Z creators.

Daryl sits down with Anna Walsh (Senior Brand Manager at Orchard Thieves/Heineken), Dave Byrne (Head of Creative at ThinkHouse), and Fox Pack creator Lara Wey to discuss how creator campaigns should work and why authenticity is now a mandatory requirement for success. 



Presenter – Daryl Moorhouse
Sound Engineer – Sean Byrne

🎙️  Recorded, edited and mixed at Tinpot Productions Studios, Dublin
▶️  Subscribe to our Youtube channel
📰  Subscribe to The Irish Marketing Podcast Monthly Newsletter

If you've got a story you'd like to hear featured on the Irish Marketing Podcast, let us know via [email protected]