You’re sitting in your car, maybe stuck in that annoying Tuesday afternoon traffic, and a voice comes on the radio. It’s warm, slightly raspy, and immediately authoritative. It’s the kind of voice that makes you feel like you’re sitting in a wood-paneled office with a glass of something expensive while a seasoned pro spills all the industry's best-kept secrets.
That voice belongs to Terry O’Reilly.
Since 2012, his show Terry O'Reilly Under the Influence has been doing something most podcasts dream of: it makes marketing actually interesting. Honestly, most people hear the word "marketing" and want to take a nap. But O'Reilly treats it like a detective novel. He digs into the "why" behind the "buy."
The Evolution of an Ad Legend
Terry didn't just wake up one day and decide to be a radio star. The man lived it. Before he was the host of Under the Influence, he was a copywriter at some of the biggest agencies in Canada, like Chiat/Day. He even co-founded Pirate Radio & Television, which is basically the gold standard for audio production in North America.
The show we know today didn't start as Under the Influence. It was a gradual evolution. First came O’Reilly on Advertising in 2005, then the legendary The Age of Persuasion. By the time it rebranded to its current title in 2012, O'Reilly had shifted the focus from just "ads" to the much broader world of marketing and human psychology.
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It's about the invisible threads that pull us toward certain brands. Why do we pay $6 for a coffee? Why did a ladder company make a hilarious ad after thieves broke into the Louvre? These are the questions he answers every week.
What Makes the Show Different?
Most business shows are dry. They’re full of jargon like "synergy" and "leverage." O'Reilly doesn't do that. He tells stories. He understands that humans are hardwired for narrative.
He often uses specific, weird examples that stick in your brain:
- The time KFC held a literal funeral for their own french fries because they tasted so bad.
- How a guy with size 23 feet got a custom pair of shoes from a brand that actually cared.
- The concept of "Newsjacking," where brands like an optometry chain mock the Oscars for reading the wrong Best Picture winner.
The production value is also insane. Because of his background at Pirate, the sound design is crisp. You hear the clinking of glasses, the hum of an old 1950s TV, or the specific roar of a vintage car engine. It’s immersive. It’s basically "theatre of the mind" for people who want to know how the world works.
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Inside the Apostrophe Podcast Network
Lately, things have stepped up a notch. Terry, along with his wife Debbie and daughters, launched the Apostrophe Podcast Network. It’s a family affair. This move allowed them to expand beyond just the CBC Radio airwaves.
In early 2026, they introduced "Apostrophe All Ears." It’s a subscriber-only model that gives fans ad-free listening and early access. It’s a smart move in a world where everyone is fighting for "attention equity"—a term Terry would probably use while explaining why your favorite app just changed its logo.
Not Just a Radio Show
If you think Terry O'Reilly Under the Influence is just for people who work on Madison Avenue, you’ve got it wrong. It’s for anyone who lives in a modern society.
His books, like This I Know: Marketing Lessons from Under the Influence and My Best Mistake, are basically textbooks for life. They teach you that mistakes aren't just failures; they're often the birthplace of the next big thing. He’s won hundreds of awards, has three honorary doctorates, and was even inducted into the RTA School of Media Hall of Fame. But he still sounds like the guy next door who just happens to know why you bought those specific sneakers yesterday.
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The Secrets Behind the Persuasion
One of the most fascinating aspects of the show is how Terry reveals the "hidden" marketing in our lives. Did you know that the concept of "jaywalking" was actually a marketing invention? Or that the "10,000 steps a day" goal wasn't based on medical science, but was a marketing tactic for a Japanese pedometer?
This is where the show really shines. It pulls back the curtain on the things we take for granted. It makes you a more critical consumer. You start seeing the "nudges" everywhere.
Actionable Insights for Your Life
So, what can we actually learn from Terry O'Reilly? Whether you’re a small business owner or just someone trying to understand why your brain likes certain logos, here are the takeaways:
- Outsmart, Don't Outspend: You don't need a Super Bowl budget to make an impact. You need a better story.
- Embrace the Mistake: Some of the world's most famous brands were born from a screw-up. If you fail, look for the "silver lining" opportunity.
- Focus on the Extra Inch: It’s not about the "extra mile." It’s about the tiny details that your competitors are too lazy to notice.
- Be Human: People don't buy from corporations; they buy from people. If your brand sounds like a robot, you’ve already lost.
If you haven't checked it out yet, go find the episode on "The Marketing of Taylor Swift" or "Copycat Brands." You'll never look at a Walmart (or a Wumart) the same way again.
To stay ahead of the curve, start by auditing your own brand or personal presence. Ask yourself: "Am I telling a story, or just shouting features?" If it's the latter, it's time to change the channel. Subscribe to the Apostrophe All Ears feed if you want the deep-cut archives, and start paying attention to the "nudges" in your own daily routine—you'll be surprised how much of your life is actually under the influence.