Host of The Age of Persuasion on CBC Radio
O'Reilly has won hundreds of national and international awards for his ad work, has been named in Marketing Magazine's Power 100 List, and, in 2009, was inducted into the Marketing Hall of Legends. Away from the mic, O'Reilly is the co-founder of Pirate Radio & Television, in New York and Toronto, which specializes in audio production for radio and television commercials. He also hosts sold-out radio seminars, is a recipient of the Les Usherwood Lifetime Achievement Award, and was named as Radio Chair of the Clio Awards in Miami. His book, The Age of Persuasion: How Marketing Ate Our Culture, is a comprehensive, witty, and insightful look into the ever-evolving advertising industry.
He also sat as Jury Chairman at the Canadian Marketing Awards, the International Clio Awards in Miami and the London International Advertising Awards.
When he’s not creating advertising, he’s talking about it, first as the host of the award-winning CBC/Sirius/WBEZ Chicago radio series, The Age of Persuasion – with close to a million listeners a week in Canada alone. The Age of Persuasion podcast was chosen as the “Best New Podcast of 2011” by iTunes, and was awarded the Grand Prize trophy at the New York Radio Festivals two years in a row.
2012 was a big year for O'Reilly. He premiered a new radio series called Under The Influence. He co-authored the best-selling book The Age of Persuasion published in Canada, the U.S., and China. He has been given two lifetime achievement awards, one from the Advertising & Design Club, the other from the Television Advertising Bureau of Canada, and was granted an Honourary Doctor of Laws Degree from McMaster University.
Don't Outspend Them, Outsmart Them
In a world where most advertisers don't really have the budgets to trounce the competition, where small advertisers are up against bigger ones, and where not-for-profit communicators struggle to make an impact, there is a way to gain remarkable returns. It just takes a different mindset, some very clever and smart strategies, and an ability to leverage opportunities others don't see. See amazing campaigns from around the world that outsmarted the competition, while not having to outspend them.
Why Customers Have to Feel, Not Just Understand
If you truly want to connect with your customers, if you truly want to attract potential customers, you must make them feel your message, not just understand it. Most decisions are made 20% with the brain, 80% with the heart, yet most advertising is aimed at the head. Discover how the most effective advertising uses emotion, empathy, and an ability to identify obstacles and tear them down with outstanding creativity.
A dynamic talk on what it takes to create Green Marketing and Sustainability messages in this age of intense scrutiny. Terry talks about how to avoid accusations of Green Washing and Cause Washing, how to avoid the pitfalls, how Green marketing differs tremendously from brand marketing and how to thoughtfully position a company's sustainability goals. Terry demonstrates his points with great examples from around the world of companies doing it right-- and wrong.
One of the most difficult tasks marketing can undertake is to change a perception. Maybe the public thinks your product is old and stodgy. Maybe your product has such a troubled history that you can't attract new business. Maybe your service is perceived to deliver an undesirable benefit, but really delivers another highly appealing one. Maybe the tourism to your city is dropping because of a perception. There is a process to changing behaviour and perceptions, and this presentation demonstrates the ways other advertisers have tackled this difficult problem with extraordinary results.
The Power of Branding
One of the most critical aspects of marketing is to differentiate your product – even when the category is filled with smart competitors. Join Terry as he explains why branding can do this, but also deliver so much more: How it can also re-position a company to a younger, or new, audience. How it can create reservoirs of goodwill that a company can draw on in difficult times, why it can help instill confidence in consumers for new, untried products, the power it has to guide the wavering hand of customers in your direction in lean times, and best of all, why smart branding can create intense customer loyalty.”
Only The Strong Surprise
A highly entertaining and insightful talk on why effective messages must constantly surprise consumers in order to break through. It’s a media–rich presentation, showing examples from around the world of advertising campaigns that harness the power of surprise. Because, in surprise, lies the opportunity to inspire, recruit, convince, persuade or change a perception.
The Power of Storytelling
He with the best story wins. All the top products in the world are underpinned by compelling brand stories. Stories move people, stories attract people, stories create brand loyalty. Join Terry O’Reilly as he talks about the best brand stories in the world, how they are created, how they are nurtured, how brand stories have launched new products, how they maintain mature brands, and how your customers situate themselves right in the middle of a great brand story if it’s created with them in mind.
The Age of Persuasion
Consider the culture of the twenty-first century: Each morning, you hear a half-dozen ads on the radio before your feet touch the floor. By the end of the day, hundreds—perhaps thousands—of marketing messages have targeted you. And yet little is understood about how marketing affects our lives and society.
Enter Terry O’Reilly and Mike Tennant, the ad men behind The Age of Persuasion, the popular radio show broadcast on the Canadian Broadcasting Corporation and Sirius Radio. They have made it their mission to share the back-room story of modern marketing, entertaining asides and all:
"Think of advertisers as millions of ants in a colony, each working hard and each with its own objective. Except that in this colony, every single ant is competing against the others. That’s the ad business. Almost every ad you see, hear, and otherwise experience is competing for a piece of your imagination. And like any cross-section of humanity, the vast, worldwide advertising community is diverse: composed of geniuses and idiots, saints and buffoons, and everything in between."
From the early players to the Mad Men of the 1960s and beyond, The Age of Persuasion provides an entertaining—and eye-opening—look at a world driven by marketing.
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