Ryanair’s bold, irreverent social media presence didn’t happen by accident; it was the product of a clear strategy rooted in the airline’s DNA and culture. In this episode, Michael Corcoran, former Head of Social Media at Ryanair and now founder of Slice, shares how he turned what many considered “shitposting” into a disciplined framework for brand building.

Michael takes us inside the process of using the 4C’s brand strategy model (company, category, culture, and customer) to reposition Ryanair online, shifting customer expectations, leaning into disruption, and creating content that was educated, while being entertaining. He also reveals how to navigate resistance inside legacy organizations, why most social leaders mistake tactics for strategy, and how AI will reshape the executional side of marketing while amplifying strategic thinking.

If you’re trying to understand what it really takes to create a memorable brand in today’s noisy digital landscape, this conversation is a masterclass in brave marketing.

About Michael Corcoran

Michael Corcoran is a strategist, consultant, and former Head of Social Media at Ryanair, where he helped turn the airline’s disruptive DNA into one of Europe’s most distinctive brand voices. With a background spanning agency work in Ireland and Europe and client-side roles at Paddy Power Betfair, Michael has spent over a decade in fast-moving industries where strategy and execution collide.

At Ryanair, he fused humor, honesty, and strategic clarity to create content that entertained while educating customers, earning buy-in from leadership and shifting perceptions of the brand. Today, he runs Slice, a consultancy that equips brands with the strategy, teams, and operations they need to thrive. His mission: make social media more than tactics, building brave and memorable brands that last.

Sponsored by:
Delve.

It ingests every public mention across your online universe, then decodes and pushes it past the top-level insights to create real, usable intelligence. Top global companies and agencies already use Delve to stay ahead.
Learn more at delve.news/shift

Resources discussed in this episode:

• Delve
• MikeWorldWide
• Ryanair
• Paddy Power Betfair (now part of Flutter Entertainment)
• FanDuel
• Les Binet & Peter Field
• Zach Bryan – “Something in the Orange”
• Frida Mom
• Dermalogica — founder Jane Wurwand

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Contact Allison Braley and Sean Garrett:

• MixingBoard.co
• LinkedIn: Allison Braley
• LinkedIn: Sean Garrett
• LinkedIn: Mixing Board

Contact Michael Corcoran

• Instagram:Michael Corcoran
• LinkedIn: Michael Corcoran
• Website: Slice
  
  

In this episode, we talk to Nick Shapiro about how the lessons he learned in the Situation Room, where seconds and precise context can shape history, now guide the way he helps leaders and companies navigate today’s most pressing crises. From managing high-stakes decisions at the CIA to serving as national security spokesperson for President Obama in the White House, he learned the importance of arming decision-makers with the right information at the right time. That same discipline guides his approach to crisis management for organizations now, where speed, clarity, and credibility can make or break a reputation.

We also dive into the challenges of the modern communications landscape: viral scandals, disinformation campaigns, and the internet as its own unpredictable stakeholder. Nick unpacks case studies like his work with Governor Newsom during COVID-19 and the astronomer crisis, showing why effective crisis response isn’t just about speed but about thoughtful stakeholder communication. His reflections on deepfakes, misinformation, and the pressure of “instant response” offer practical lessons for comms professionals navigating an era of constant scrutiny.

About Nick Shapiro

Nick Shapiro is the founder of 10th Avenue Consulting, a crisis management and strategic communications firm that has worked with leaders across politics, technology, entertainment, and beyond. Before launching his own company, Nick built a career at the highest levels of public service and private enterprise, serving as national security spokesperson for President Obama, deputy chief of staff to CIA Director John Brennan, and later as a global communications executive at Airbnb.

Across his career, Nick has managed crises that spanned global politics, national security, Silicon Valley, and Hollywood. Today, he applies those lessons to help clients navigate their most difficult moments, balancing speed, clarity, and integrity in a world where information and misinformation spread instantly. His unique experience gives him a perspective that few others in the communications field can offer.

Sponsored by:
Delve.

It ingests every public mention across your online universe, then decodes and pushes it past the top-level insights to create real, usable intelligence. Top global companies and agencies already use Delve to stay ahead.
Learn more at delve.news/shift

Resources discussed in this episode:

• Delve
• MikeWorldWide
• Astronomer response to CEO scandal
• Cracker Barrel brand/logo redesign controversy
• Jaguar rebrand
• Microsoft lays off four workers
• Microsoft lays off two workers
• 996 work culture
• 996 working model in Silicon Valley

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Contact Allison Braley and Sean Garrett:

• MixingBoard.co
• LinkedIn: Allison Braley
• LinkedIn: Sean Garrett
• LinkedIn: Mixing Board

Contact Nick Shapiro:

• LinkedIn: Nick Shapiro
• Website: 10th Avenue Consulting

We talked to Admiral John Kirby—former Pentagon Press Secretary, State Department Spokesperson, and Strategic Communications Coordinator at the White House—about what it takes to communicate clearly and credibly when the stakes couldn’t be higher.

Admiral Kirby shared his unusual entry into the field of communications, why curiosity and humility shaped his decades-long career, and how he learned to shift from reactive crisis response to proactive narrative shaping. We got into the challenges of aligning messaging across sprawling government agencies, the role of military communicators in a democratic society, and how strategic use of imagery and intel helped counter disinformation.

Plus: the hardest briefings he ever gave, why the military-media relationship matters now more than ever, and how to balance message discipline with the need for human connection.

About Admiral John Kirby

Admiral John Kirby is one of the most trusted voices in U.S. government communications. Over a distinguished Navy career, he became the Pentagon Press Secretary and later the Spokesperson for the State Department and National Security Council. Known for his candor, empathy, and command of context, Kirby has shaped public understanding of major military and diplomatic events. He now brings that insight to a broader audience as a CNN commentator.

Sponsored by:
Delve.

It ingests every public mention across your online universe, then decodes and pushes it past the top-level insights to create real, usable intelligence. Top global companies and agencies already use Delve to stay ahead.
Learn more at delve.news/shift

Resources discussed in this episode:

• Delve
• MikeWorldWide
• Defense Information School (DINFOS)
• All Hands Magazine
• Biff Henderson

Contact Allison Braley and Sean Garrett:

• MixingBoard.co
• LinkedIn: Allison Braley
• LinkedIn: Sean Garrett
• LinkedIn: Mixing Board
  
  

Contact Admiral John Kirby:

• LinkedIn: John Kirby