Summary
Rachel Ryan, co-founder of the newly launched Ryan Collective, shares insights into her transition from a senior role at TikTok in New York City to establishing a creative agency in Connemara, Ireland. Ryan, who has a background in market research and insights, emphasizes the importance of authenticity in social media, noting that audiences are increasingly seeking genuine content over synthetic or overly polished presentations. This shift in consumer behavior is driving her agency's focus on real-world scenarios and human creativity.
The Ryan Collective aims to leverage the sisters' diverse experiences in the industry, combining Ryan's expertise in social media strategy with her sister's background in influencer marketing. They aspire to create a "collective" of creatives that can support global clients while rooted in the West of Ireland. Ryan highlights the evolving landscape of social media, where platforms like Reddit and Substack are gaining traction as users seek community-driven content and authentic interactions. This reflects a broader trend of individuals moving away from traditional social media platforms in favor of more personal and trustworthy online experiences.
Show Notes
This week, Daryl is joined by Racheel Ryan, former Global Head of Research & Insights at TikTok, to discuss her move from New York back home to Connemara and the launch of The Rayn Collective alongside her sister Hannah.
Up for discussion is - Why a flexible creative collective model based in the West of Ireland is bringing global insights back to Irish brands. Why rigid platform guidelines can stifle creative freedom, and how original, avant-garde ideas drive performance. How platforms shifted from social connections to entertainment graphs, and why users seeking authentic community are moving to Substack and Reddit. How brands can cut through synthetic, AI-generated content by leaning into unvarnished, real-world human storytelling.
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]
More from 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.
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.
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.
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
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