Terry O'Reilly

Canadian advertising veteran and personality Terry O’Reilly is best known as host of the CBC Radio One series O'Reilly on Advertising and The Age of Persuasion. An award winning copywriter and director, O’Reilly’s has become the ‘voice of advertising’, and his radio programs examine the influence and impact of advertising on modern life.

O’Reilly began his career as a copywriter for some of Canada’s top creative ad agencies. In 1990, he co-founded audio production company Pirate Radio & Television, with eight recording studios in Toronto and New York City.

He has won a few hundred national and international awards for writing and directing, in addition to hosting sold-out creativity seminars. He was named Canadian judge for the inaugural year of Radio at the Cannes Advertising Festival in France, as well as a Radio Chairman for both the International Clio Awards in Miami, and the London International Advertising Awards. When he’s not creating advertising, he’s talking about it as host of the award-winning CBC/Sirius radio series, The Age of Persuasion. O’Reilly has co-written a North American best-selling book of the same name, based on his radio show.

The advertising industry has honoured O’Reilly with three lifetime achievement awards including the Les Usherwood Lifetime Achievement Award and the Fritz Speiss Lifetime Achievement Award by the Television Advertising Bureau.

He is frequently asked to speak to companies and associations on the power of advertising. A very passionate presenter, he has very unique and insightful views on what it takes, what it truly takes, to connect with your customers

O’Reilly has a wonderful wife and three lovely daughters, who like some of his work.

• 4. Changing Perceptions

  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.

• 3. 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.

• 2. Green Marketing Speech

  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.

• 1. Outsmart Them, Don’t Outspend 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.

• Wow – you kept ‘em glued to their seats for the last session of the event, on a Friday afternoon.  No mean feat!

  E-Connect Tourism Conference

• We are still hearing from people about how much they enjoyed your keynote – you set an incredible energy for the rest of the workshop.

  Community Living Ontario

• I was really impressed with your opening speech at the ADCC awards. I loved how you talked about awards and the perspective on them. I would love to use your speech as an inspirational tool.

  MacLaren McCann

• Thank you again for attending the 2008 Marketing Academy.  I must say we have received a great deal of positive feedback from the employees regarding your presentation.

  Bell Aliant

• We had a full house, and everyone loved it – I could see it on their faces. Terry has a highly polished speaking cadence  - he can create pin drop silence in the room with high attention from the audience, and then deliver a “humour break” to refresh the audience for another period of concentration. Watching him in action was highly educational for me. He has an open invitation to return to Rotman through the Student Marketing and New Media Clubs.

  Rotman School of Business

• I couldn't let the day end before writing to saying what a terrific evening was had by all last night. Throughout the day, accolades having been rolling in. It seemed almost everyone made mention of the buzz in the room and the inspiration they felt by evening's end. All I know is, I could barely sleep last night I was so charged by the energy in that room.

  Mayor’s Office, City of Toronto

• I just wanted to pass on my thanks to you for your exceptional presentation at last weeks London Drugs Partnership Presentation. I know that our direct clients enjoyed the presentation immensely.

  Engine Inc

• Just to let you know – they  (LD Exec’s) are now “quoting you” at various functions they had this week. I went to their Awards dinner and heard your name mentioned at least 6 or 7 times. The response continues to be overwhelmingly positive.

  Rothschild Company

• Again many thanks for your wonderful assistance on our Professional Development series. We have had EXCELLENT feedback on your talk- the vendors got the messages and are now reflecting on how they need to shape future thinking!

  London Drugs

• We heard nothing but great comments from our participants after your presentation.  The tourism team is certainly buzzing after our brainstorming session on Friday afternoon as well.

  Sudbury Tourism

• On behalf of Anne McClelland of the BPC and Jennifer Murray, conference co-coordinator, I would like to thank you so much for your entertaining, informative and provocative presentation at Devices & Desires. I personally believe that our industry needs the prodding you gave us - and the Inspiration to be more creative. The day was a success and your participation helped make it so.

  Devices & Desires Publishing Conference

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  October 2009

  The Age of Persuasion

  The Age of Persuasion is for those who say “advertising doesn’t work on me” as well as those who want to understand how this industry has become inseparable from modern culture. Using their popular CBC Radio series as a starting point, Terry O’Reilly and Mike Tennant tell the fascinating story of how modern marketing came of age — from the early players to the Mad Men of the 1960s and beyond. With insider anecdotes and examples drawn from pop culture, they also probe deeply into the day-to-day workings and ethics of a business that is rapidly evolving in the age of Facebook and YouTube.