Business leaders, marketers and entrepreneurs gathered at the newly opened Glassworks Innovation Centre in Waterford on Friday morning for Sounding Out: How to Drive Business Growth, a collaborative event hosted by WLR and Radiocentre Ireland.
Set against the backdrop of the state-of-the-art Glassworks facility, the event drew a strong local audience and centred on a clear theme: radio and audio remain not only relevant, but a powerful driver of business growth.
One of the standout moments came from WLR’s Dymphna Nugent, who sat down with Stephen Kent to discuss leadership, brand-building and his new role as CEO of CIE. The conversation offered a mix of personal insight and practical advice, with a strong emphasis on the long-term value of investing in brand.
That theme carried through the morning, with Radiocentre Ireland CEO Ciarán Cunningham outlining the commercial case for audio. He pointed to its ability to cut through the noise of an increasingly crowded digital landscape and deliver measurable business results.
“Audio doesn’t interrupt — it connects,” he said. “It builds familiarity and trust over time, and that’s what ultimately drives action for advertisers.”
The focus then shifted firmly to the local business community, as a panel of Waterford leaders shared their own experiences. Jenny Beresford of Dungarvan and West Waterford Chamber, Mark Bergin of Coffee House Lane, Sinéad Corcoran of the Tower Hotel and Chelsey Walsh of George Corbett Motors each spoke about the role radio and audio play in their marketing strategies. Their contributions brought the discussion to life, illustrating how audio continues to drive engagement and deliver real commercial impact across a range of sectors.
Across the morning, a consistent message emerged: in a fragmented media environment, audio offers something increasingly valuable — attention, trust and a strong sense of local connection.
WLR CEO Michael Byrne described the event as an important opportunity to bring national insights to a local audience.
“We’re seeing real momentum in how businesses are using radio and audio, and WLR is proud to help turn that into measurable growth,” he said.
For Ciarán Cunningham, the discussions in Waterford reflected a broader shift happening across the country.
“What we’re seeing here is being replicated nationwide,” he said. “When you combine strong local media like WLR with the proven effectiveness of audio, it becomes a very powerful platform for brands.”
If anything, the event served as a timely reminder that, despite the rapid evolution of the media landscape, radio continues to hold its place as one of the most reliable channels for building brands and driving growth.
“What we’re seeing in Waterford is happening across the country,” he added. “When you combine strong local media like WLR with the proven effectiveness of audio, it becomes a very powerful platform for brands.”
Radio continues to proveitself as one of the most reliable drivers of brand growth.
