Strategy Sessions

Rory Sutherland is, perhaps, the closest thing to industry royalty that we have in marketing. He’s Vice Chairman of Ogilvy UK, a best-selling author, owner of one of the best ⁠TED Talks⁠ you’ll ever see and the man behind ⁠MAD Fest⁠ a marketing, advertising and disruption event taking place in London 4 – 6 July.

In this episode we discuss:

• Lionfish, toothfish and pilchards – how rebranding fish drives sales
• Humans have strange value systems
• The map is not the territory – Alfred Korzybski
• The relationship between innovation and marketing
• All decisions look different with hindsight
• Rory being a heretic
• Mercedes v Toyota and how they manufacture quality without trade offs
• Why people buy expensive wines
• How to get young people to invest in pensions
• When you shouldn’t use nudges
• Why economists are the worst people on the planet
• Why the Uber map is genius
• Why random brands exist on Amazon
• The benefits of being on Chris Evans’ breakfast show
• How the Walls Viennetta came about
• How managers can convince the board to invest in radical thinking

Rory Sutherland

Rory is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency.

He works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behaviour - these are the often small contextual changes which can have enormous effects on the decisions people make - for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about "bought, owned and earned" media: we also look for "invented media" and "discovered media": seeking out those unexpected (and inexpensive) contextual tweaks that transform the way that people think and act.

It is a hugely valuable activity - but, alas, not particularly lucrative. This is because clients generally do not have budgets for solving problems they did not know they had.

Before founding Ogilvy’s Behavioural Practice, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of three books: The Wiki Man, available on Amazon (at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day), and the best-selling Alchemy, The surprising Power of Ideas which don't make Sense, published in the UK and US in May 2019, and, co-written with his former colleague Pete Dyson, the newly released Transport For Humans on the behavioural science of transport.

Rory is married to a vicar and has twin daughters. He lives in the former home of Napoleon III - unfortunately in the attic. He is a trustee of the Benjamin Franklin House in London and a Patron of Rochester Cathedral.

Find Rory on ⁠LinkedIn⁠ or ⁠Twitter⁠

Rory’s Other Stuff

• ⁠MAD Fest⁠
• ⁠Alchemy: The Surprising Power of Ideas That Don't Make Sense⁠ 
• ⁠Transport for Humans: Are We Nearly There Yet?⁠

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on ⁠Twitter⁠ or ⁠LinkedIn⁠.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can ⁠sign up for it on the Eximo Marketing website.⁠

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, ⁠Eximo Marketing.⁠

Hamptons Tech Week is back at the end of June.

It’s one of the must attend events in the tech sector because of the incredible network of people who attend. Steve Sabo is the Co-Founder of the event and he explores what makes the event special. He’s also the Founder of Ethereal, a blockchain and Web3 consultancy, a massive golf fan and the CEO of Vin & Fin, the financial services event you never knew you needed.

 

In this episode we discuss:

• Hamptons Tech Week – what makes it special and what the plans are for the future
• Why small events can keep a spark that the huge events can’t
• The differences between the UK and US in the entrepreneur space
• Is Web3 over hyped?
• Why FOMO makes a terrible business model
• Will the incumbents let Web3 ever reach its potential
• Starbucks being the world leaders in using Web3… and why no one knows about it
• What comes next in the Web3 space – and why it could be great for hipsters!
• What role does government have to play in legislating for new tech
• The intersection of tech and golf
• How golf can change to capture a new audience and stay relevant
• Why Belfast has a big future in the tech space
• Vin & Fin – why pairing financial advice with wine tasting is the future

Stephen Sabo

Early on in his professional career, Steve recognized an opportunity to educate others with a CFO style approach designed to make the complex world of financial planning, taxes, and insurance accessible and simple. With this approach as his foundation, Steve founded Simple Society where he serves as the CEO today. At the core of Simple Society lies a dedication to providing objective, honest, and precise strategies.

Through this firm’s dedication to education of clients, Steve created a trademarked course called Vin & Fin, which pairs wine and financial education to make the complex topics in life easier on the palette. 

The pandemic hit, making Vin & Fin press pause until events were "back" which allowed Steve to find his other passion in the world of blockchain and web3.  He created the consulting company Ethereal to help companies understand and integrate this technology into their businesses.  Ethereal also has its own projects which include Hamptons Tech Week and Liquidity CC. 

 

Steve’s passion for connecting with others allows him to act as a partner, often developing mutually beneficial relationships for people in his vast network.  In his free time, he enjoys golfing at Beacon Hill Country Club in Atlantic Highlands, NJ where he lives with his wife and two children.  

Find Steve on LinkedIn.

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Barry is Mr News SEO. He focuses on technical SEO and specialised services for news publishers, working with some of the biggest names in world publishing.

In this episode we discuss:

• The difference between ‘classic’ SEO and news SEO
• Google’s role as judge, jury and executioner for news organisations
• Social traffic v search traffic in news SEO
• How news organisations are struggling with new commercial models
• Are the challenges any different to previous generations for news publishers
• How AI is impacting SEO
• The ethical and social problems with AI
• How SEO has changed from deterministic to probabilistic
• How Barry got in to SEO
• The importance people skills in technical disciplines
• Why more companies should have a technical track and not just promote managers

Barry Adams Barry Adams has been building and ranking websites since 1998. Through his Polemic Digital consultancy business, he focuses on technical SEO and specialised services for news publishers. Barry counts some of the world’s biggest media brands among his clients including News UK, The Guardian, FOX, Future Publishing, Euronews, and Hearst.

He is a regular speaker at conferences and events around the world, delivers annual guest lectures for local universities, and writes an irregular newsletter on SEOforGoogleNews.com. 

The News and Editorial Summit can be found here: https://newsseo.io/

Find Barry on Twitter and LinkedIn

Book Recommendations BLINDSIGHT by Peter Watts

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every few weeks and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

The day this podcast launches - Thursday 20th April 2023 - I'm speaking at Brighton SEO alongside Fabio Embalo (Viaduct Generation) and Azeem Ahmad about equality in marketing. Azeem hosts the Azeem Digital Asks podcast, so we did a joint episode to dive into the subject for a wider audience.

In this episode we discuss:

• A simple explanation of marketing strategy
• Where equality fits in your marketing strategy
• What can go wrong if you try and 'retrofit' equality into marketing tactics
• Making strides with diversity at marketing events
• Why we shouldn’t try and guess what our customers think
• Why you should talk to your customers more and observe what they do
• Why AI for customer research is a terrible idea
• How to solve pay gaps
• How you can make a difference regardless of where you are in your career
• Why you should listen to each other’s podcast

Azeem Ahmad

Azeem is an award winning digital marketer, and international conference speaker with several years of experience in the industry, covering multiple disciplines such as SEO, PPC, Social Media, Programmatic, and Display too.

As well as this, he hosts his own digital marketing podcast called "Azeem Digital Asks" which aims to give a platform to women, POC and marginalised communities, and has previously been a judge at many search awards across the globe, including the European and US Search Awards.

Find Azeem on Twitter and LinkedIn Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every few weeks and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Bethan is the Founder and Managing Partner of Open Velocity, a marketing strategy consultancy, based York but working globally.

In this episode we discuss:

• Should marketing be involved in product decisions?
• Building teams the P&G way
• Being the voice of the customer in the organisation
• Speaking the language of the business
• Marketing bubbles and why you need to avoid them
• Why marketing reports should be backwards
• Tell me what you don’t know
• Attribution is dead – so how do we manage success
• What’s old is new… knowing your customer
• Defining what marketing strategy is and does it matter that it’s not defined properly?
• Who should organise the Christmas party?
• What is a fractional CMO and their involvement in strategy, culture and execution
• Businesses don’t care about creativity – what do they care about
• Lessons from standing for election as an MP
• TOPTIP is back! This time it’s about finance… and it’s a banger!

Bethan Vincent

Building on her work at the C-Suite level, Bethan is a regular speaker about marketing and technology at international conferences, including GitLab Commit San Francisco 2020, TuringFest 2021 and Learn Inbound 2023 conference.

Formerly Marketing Director of a leading technology consultancy and a senior manager in the cloud computing industry, Bethan’s career has been built at the intersection between marketing, product and development.

Outside of their “day job”, they like to powerlift, meet interesting people and contribute to The Brave Podcast, which explores how we can build a better future.

Find Bethan on LinkedIn and Twitter

Book Recommendations

Walden Two by BF Skinner

The Uncertainty Mindset: Innovation Insights from the Frontiers of Food by Vaughn Tan

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Somehow we managed to get to 50 episodes. So we paused, got some regular listeners to come on and talked about lessons they’ve picked up from the show. Andi is joined by Jane Roper, Simon Caughey, Frank Olivo and Maret Reutelingsperger.

In this episode we discuss:

· Sarah Shimmons (Season1, Episode 22) – how to build a brand to drive revenue

· Lily Hecht-Leavitt and Gil David (Season 3, Episode 1) – the relationship between brand and performance marketing

· Noémie El-Maawiy (Season 3, Episode 7) – using events holistically as part of B2B marketing

· Koen Pauwels (Season 1, Episode 17) – the issue with how ads are measured and what impact brand has on online click through rates

· Britney Muller (Season 2, Episode 11) – prioritise by impact (possibly the best 3 words to appear on the whole show)

· Peep Laja (Season 3, Episode 3) – use user testing to make your communication more effective

· Peep Laja (Season 3, Episode 3) – remember, we’re all humans. B2B doesn’t have to be boring to boring

· Tom Critchlow (Season 2, Episode 6) and JP Castlin (Season 2, Episode 4) – Remove the distinction between strategy and execution, changing it to strategy and stewardship

· JP Castlin (Season 2, Episode 4) – defining what marketing terms mean and why no one can agree

· Katie Jackson (Season 1, Episode 13) – Understand the industry conventions, then decide who you’re going to break them.

· Juliet Hodges (Season 1, Episode 23) – put a box around your prices

· Antonia Cross (Season 2, Episode 7) – strategy first, even in a crisis

· Aris Stamatis (Season 2, Episode 3) – why we should stop worrying about ‘the genius’ who works at an ad agency

Episode 51 home page

Learn Inbound

Still time to get a ticket for Learn Inbound in Dublin. It’s coming soon - Monday 13 March, The Alex Hotel, Dublin. Tickets from €249 from https://learninbound.com/

Karina is an economist with the Economic and Social Research Institute (ESRI) in Ireland. She is also an Adjunct Associate Professor at Trinity College Dublin and a Research Fellow at the Institute for Labor Studies (IZA) in Germany, holds a PhD from University College Dublin has economics at Cambridge University. She’s easily the smartest person ever to appear on the show.

In this episode we discuss:

• What’s driving the cost of living crisis
• The definition of a recession and if the UK is in a recession
• The difference between inflation, falling inflation and deflation
• What role consumer sentiment plays in how people spend
• The impact of current issues on the UK, Ireland and Europe
• How reduced spending power impacts different groups in society
• Lessons from Covid on managing economic shocks
• How marketers can get a better understanding of the economic issues
• What macro-economic indicators marketers should look for to help understand if/when a recovery is starting

Karina Doorley

Karina Doorley heads up the Tax, Welfare and Pensions team at the Economic and Social Research Institute (ESRI) in Ireland. She is also an Adjunct Associate Professor at Trinity College Dublin and a Research Fellow at the Institute for Labor Studies (IZA) in Germany. She received her PhD from University College Dublin in 2012 with a thesis focused on the effect of fiscal and social policies on labour supply and redistribution in Europe. Prior to this, she studied economics at Cambridge University and University College Dublin.

Karina worked at IZA in Germany as a Research Associate from 2012 until 2014 before joining the Luxembourg Institute of Socio-Economic Research (LISER) as a Research Associate. She was appointed head of the "Employment and Wages" unit at LISER in 2016. In 2017 she moved to the ESRI as a Research Officer and was appointed Senior Research Officer in 2019.

Karina's research interests include income distribution, tax and welfare policy, gender equality and demographic change. She is a frequent contributor to radio and television discussions on economic matters..

Find her on LinkedIn.

Learn Inbound

Monday 13 March, The Alex Hotel, Dublin

Tickets from €249 from https://learninbound.com/

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Andrew uses research to drive brand strategy. His career in media includes stints at Channel 4, the BBC and Reach. Andrew also writes for Marketing Week.

In this episode we discuss:

• The infamous Microsoft study of attention (and why it’s bum gravy)
• What the research into social purpose gets wrong (thanks to Marc Pritchard)
• How to spot and avoid bad research
• Why ‘straight line thinking’ doesn’t always get the right answer
• Does more research = better research?
• The post big data era
• The drawbacks of Ofcom’s Communications Market Report (which was new to me – I’m a superfan of this work)
• Social media and they data harvesting problems
• Andrew’s career and publishing of the Empathy Delusion & Aspiration Window

Learn Inbound

Monday 13 March, The Alex Hotel, Dublin

Tickets from €249 although if you use this link you'll get 25% off! https://ti.to/learn-inbound/learn-inbound-october-2022/discount/EXJ1025 

Andrew Tenzer

Andrew is an award winning insight and brand strategist with over 10 years’ media experience working at some of the world's most iconic brands including Channel 4 and the BBC.

Most recently, he spent six years as the Director of Market Insight and Brand Strategy at Reach (the largest commercial publisher in the UK) where he was responsible for delivering insight, driving brand strategy and leading on new brand launches.

Andrew is the co-author of a number of industry acclaimed papers, including The Empathy Delusion and The Aspiration Window. Andrew also writes a regular column for Marketing Week.

Socials

LinkedIn https://www.linkedin.com/in/andrew-tenzer-04919657/

Twitter https://twitter.com/thetenzer

TikTok https://www.tiktok.com/@thetenzer

Everything Else

The Road to Somewhere: The New Tribes Shaping British Politics by David Goodhart https://amzn.to/3jWpQYj

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Noémie El-Maawiy is the Head of Marketing at Viaduct Generation.

In this episode we discuss:

• How Noémie got into marketing
• Event marketing – never really chatted to anyone on the show about events and you’ve got a background in them. Could be interesting
• Working for a mission led company – what does that mean and how does it match the commercial reality of running an agency 
• Living in Spain, working in London. 
• Moving from specialist to generalist 
• What a Demand Generation Manager is an why the title might not be as bad as you think
• Marketing is more than just the creative discipline 
• A Bold Talk and helping other women over come challenges of progression at work
• How and why the work place is designed for men

Noémie El-Maawiy

Noémie began her career in the fintech startup environment, specialising in Event Marketing and Communications. She later moved into Demand Generation, gaining full visibility into both online and offline marketing channels.

Alongside this, Noémie has always had a keen interest in company culture and fostering inclusive workplaces, getting involved and spearheading employee engagement initiatives.

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Evolved is the leading UK performance marketing agency in Newcastle Upon Tyne. I am joined by co-founder, Ian McIntosh and Head of People, Sinead Hall. This episode is all about people, marketing, growing businesses and our exciting new partnership.

In this episode we discuss:

1. The amazing story of how Evolved went from 2 people to 60 in just 8 years
2. Why you need to trust your team and encourage them to take risks
3. Importance of allowing people to learn from their mistakes
4. Sinead starting her position as Head of People at the start of Covid
5. Developing an elite high performance culture
6. Why Evolved implemented the 4 day working week and the results from this
7. Hustle culture and burnout
8. Eximo x Evolved exciting partnership
9. Evolved awards for marketing and culture
10. Learning from mistakes we made in our careers

Ian McIntosh

Ian has worked in search marketing for 15 years and is the co-founder of Evolved & Upshift.  Evolved are now a leading UK performance marketing agency, employing 60 people with headquarters in Newcastle Upon Tyne.

Find Ian on LinkedIn 

Find Evolved on Twitter

Sinead Hall

Sinead Hall, Head of People at Evolved Search (circa 3 years). Leading on all things people and culture to deliver “the” employer of choice environment within the UK. My role focuses on everything from making sure people take holidays all the way through to coaching and supporting them into their C-suite seat. Evolveds values and culture are the most important aspect when it comes to delivering on our strategy. Without fantastic people in the right roles we wouldn’t achieve the results for our clients that we do. I genuinely believe that if you do right by your people they will do right by your business and that’s why I make sure we put our people first.

Find Sinead on LinkedIn 

Book Recommendations

The Five Dysfunctions of a Team: A Leadership Fable by Patrick M. Lencioni 

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Mike Stevens is the author of The Direct To Consumer Playbook, consultant and entrepreneur.

In this episode we discuss:

• Mike’s career that ended up with him writing the book about DTC
• How DTC is evolving
• Products and if DTC has to be better than the alternatives
• Managing the rising customer acquisition costs that are hitting DTC margins
• Picking up the phone and why you never lose money talking to customers
• The over-reliance on data
• The impact of lowering barriers to entry on DTC brands
• When DTC should become retail and multichannel
• What role does community play in DTC brands and if they can exist without it?
• The importance of vertical integration and why some companies stay away from it

Mike Stevens 

Mike Stevens has played key roles in two of the most iconic start-up challenger brands in recent years: innocent smoothies and Peppersmith confectionery.

At innocent, he built and ran their supply chain for six years before becoming a country manager. In 2009 he co-founded Peppersmith. Peppersmith was set up to kick the confectionery industry into the 21st century. Mike was CEO and scaled the business before selling the company in 2018.

In addition to writing The Direct To Consumer Playbook,  Mike advises, mentors and consults for start-up and scale-up businesses. He is based in Poole, Dorset, UK.

Find Mike on LinkedIn 

Other Links

The Direct to Consumer Playbook: The Stories and Strategies of the Brands that Wrote the DTC Rules https://amzn.to/3AcQnWu

Ritson on the Strategy Sessions with strong opinions on DTC https://eximomarketingstrategy.com/strategy-sessions-podcast-with-mark-ritson/

The DO Lectures https://thedolectures.com/

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Pritesh is the Managing Director of Accenture Song. 

In this episode we discuss:

1. Who Accenture Song are and what they do
2. Managing the rebrand from Accenture Interactive to Accenture Song
3. Streamlining dozens of companies under the new brand
4. Managing the human implications of a rebrand
5. The benefits of merging data and creativity
6. The new brand of CMOs and how they need to be literate in both data and creativity
7. The challenges of working around client silos to launch new work
8. Knowing when you have enough data
9. Marketing being “more than just the wrapping paper, but about what’s inside the box too
10. Challenges for marketers coming into a recession
11. Running a creative agency with an IT background
12. The lessons from Gillette and P&G at the start of his career
13. Building diverse teams and new thinking
14. What Alex Ferguson taught Pritesh about leadership
15. Managing mental health

Pritesh Gadhia

Pritesh has spent 20 years working in the digital space and has been involved in some of Accenture’s biggest digital transformations in the UK and Europe.

He joined Accenture Digital back in 2014 when it was first set up to develop the company’s experience technologies. Following Accenture’s restructure in March 2020, Pritesh was appointed to lead Accenture Interactive in the UK, now Accenture Song.

Pritesh is passionate about initiatives which champion Diversity and Inclusion and Mental Health issues in the workplace and has implemented multiple programmes which address these areas. His personal hero is Alex Ferguson and he draws on his management style in his current role.

Find Pritesh on Twitter and LinkedIn

Everything Else

The human paradox: From customer centricity to life centricity

Accenture Song rebrand

Zaid Al Qassab talking about depression in Campaign Magazine. He was also a guest much earlier than this on the Strategy Sessions.

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Peep is the founder of CXL, Speero, Wynter and the host of How to Win with Peep Laja podcast. 

Peep’s intro to his podcast says “I don’t do fluff, I don’t do filler, I don’t do emojis” let’s see if we can be friends. 

In this episode we discuss:

1. Is the story the strategy?
2. What happens when some idiot hijacks your LinkedIn posts
3. The lessons from the How to Win podcast
4. Being competitor aware but customer obsessed
5. How Wynter was born
6. The common mistakes B2B organisations make in messaging
7. Being an early mover in a number of markets
8. Why CXL was rebranded
9. Plans for CXL Live

Peep Laja  

Peep does a lot of thinking about B2B strategy, competing, and winning. After working in software development, marketing and sales, he became an entrepreneur in 2007.

Peep was mainly focused on general marketing consulting (SEO, PPC, CRO, content marketing), until he specialized in conversion optimization and was recognized as the most influential name in the business back in 2016. Since has focused more on business strategy.

Since 2011, Peep has built 3 companies: CXL, Speero, Wynter.

Find Peep on LinkedIn, Twitter, How To Win podcast

Book Recommendations

The Road Less Stupid by Keith J Cunningham 

Everything Else

CXL Live tickets and details https://cxl.com/live/

JP Castlin on the Strategy Sessions and his newsletter, Strategy in Praxis

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Jane Maher is the Head of Marketing for FREE NOW in Ireland, having joined the company in December 2021.

In this episode we discuss:

1. This history of free now and why it’s more than a ride hailing app
2. The challenge facing marketing in a competitive space
3. Brand v performance marketing
4. The roll of CSR for Free Now
5. How you balance global and local marketing
6. Dive into the marketing strategy process at Free Now
7. The pleasures and challenges of being number 1 in the market
8. Your take on the value of education

A Word From Our Sponsor

This episode is sponsored by Learn Inbound. One of the best marketing conferences in Ireland returns to Dublin on Thursday 27 October 2022 after a Covid break. Learn Inbound is where marketers go to thrive and the team behind the event are putting together an amazing line up of speakers.

Already confirmed is Jono Alderson, Head of SEO for Yoast and he’ll be joined by some of the world’s best digital marketers. One piece of bad news… Andi will be hosting the event!

A limited number of super early bird tickets are available for €175 +VAT (reduced from €449) and include full access to all the talks, exhibition area, lunch, coffee & drinks and access to After Party.

What you need to know:

• Single track conference
• Aviva Stadium, Dublin
• Thursday 28 October, 9am-5pm
• Super Early Bird tickets are €175 +VAT
• Get your tickets here.

Now, back to the show…

Jane Maher

Jane is responsible for the development and execution of FREE NOW’s marketing strategy and campaigns across the Irish market. She also identifies key opportunities to grow the FREE NOW brand as the market leader in the multi-mobility space and implement best-in-class driver and passenger engagement initiatives.

As a member of FREE NOW’s senior leadership team, Jane will contribute to the strategic direction of the company and its ambitious goals concerning environmentally friendly transport, micro-mobility and driver-centricity.

Jane has over 10 years’ experience across multiple B2B and B2C functions. She is experienced in a diverse range of communication and marketing disciplines including digital, global marketing, business development and partnership management.

Before joining FREE NOW, Jane worked with premium spirits company William Grant & Sons for over 8 years fulfilling roles in the US & UKI in global brand management, commercial development & local marketing management.

Find Jane on LinkedIn, Twitter, Instagram 

Book Recommendations

Simon Sinek Start With Why

Andi Jarvis

Find me on Twitter or LinkedIn.

Lily Hecht-Leavitt runs marketing at Rootine, a US-based DTC brand. Gil David is the founder of a performance marketing agency specialising in scaling DTC brands. Unsurprisingly, this ep is about growing DTC brands.

In this episode we discuss:

1. The role of brand in growing DTC brands
2. The challenges of using Meta (that’s Facebook and Instagram to old folk) to build sales
3. Impact of Apple’s iOS update on Meta advertising
4. Why ROAS is a flawed metric and what should replace it
5. The impact of discounting and should brands do it
6. TOPTIPS for DTC brands coming into Black Friday and Christmas
7. A brief look at NFTs and their future
8. The challenges of band reputation and when using famous influencers

A Word From Our Sponsor

This episode is sponsored by Learn Inbound. One of the best marketing conferences in Ireland returns to Dublin on Thursday 27 October 2022 after a Covid break. Learn Inbound is where marketers go to thrive and the team behind the event are putting together an amazing line up of speakers.

Already confirmed is Jono Alderson, Head of SEO for Yoast and he’ll be joined by some of the world’s best digital marketers. One piece of bad news… Andi will be hosting the event!

A limited number of super early bird tickets are available for €175 +VAT (reduced from €449) and include full access to all the talks, exhibition area, lunch, coffee & drinks and access to After Party.

What you need to know:

• Single track conference
• Aviva Stadium, Dublin
• Thursday 28 October, 9am-5pm
• Super Early Bird tickets are €175 +VAT
• Get your tickets here.

Lily Hecht-Leavitt

Lily is an accomplished digital and ecommerce business strategist.

After getting her MA at Georgetown she entered the digital world of startups. She has helped build successful D2C startups developing their online presence through performance marketing strategy, paid acquisition channels, conversion rate optimization, social media growth and content strategy, affiliate and influencer marketing, digital campaign management, sponsored content and podcast buys, email retention, partner and athlete relationships, and team leadership.

She is also heavily connected in the professional sports space having worked with athletes and agents spanning all sports over the past nine years.

Find Lily on LinkedIn, Twitter

Gil David

Gil is known as one of the world's leading authorities on Facebook Ads but has a well-rounded experience having spent over 15 years in sales, marketing and business management roles after graduating from the prestigious Lancaster University Business School with a BSc Hons Degree in Marketing. He has over 8 years' experience running Facebook Ads and specialized in performance marketing since setting up the Run DMG agency in 2017.

In the 5 years since, he has worked with a range of brands but the agency now focuses more on scaling eCommerce/DTC clients. Brands he has worked with include Benetton, Telefonica, TUI, Crooks & Castles, Ford, Toyota, Kaspersky and many more. Gil also regularly speaks at events and delivers bespoke Facebook Ads training to businesses and agencies. 

Find Gil on LinkedIn, Twitter

Adrian is Chief Marketing Officer for Harlequins, one of the oldest rugby clubs in the world.

In this episode we discuss:

1. The amazing story of Harlequins last season
2. The role that culture plays in growing an organisation
3. The growth of women’s rugby and how that’s helping the Quins brand
4. Selling out games, memberships and hospitality and the problems (yes, probelsm) that causes
5. Moving some games to Twickeham to build the brand
6. The role the marketing funnel plays in selling rugby tickets
7. Harlequins Amazon Prime documentary
8. Working at The FA and how they use research to build the brand
9. Woriing at UEFA and how commercially focused they are in marketing the game
10. Working at the Cricket World Cup and managing the chaos of the final
11. Starting a career at P&G in sales
12. Lessons of brand building from P&G

Adrian Wells

Adrian is Chief Marketing Officer for Harlequins, one of the oldest rugby clubs in the world.

Based in Twickenham, the home of rugby, he is responsible for all marketing, communications, ticketing and supporter experience for the club.

With a background in sales and brand management from P&G, he has built a career in sport working at The FA, UEFA, Cricket World Cup and now rugby

Find Adrian on LinkedIn 

Important Links

Prep to Win on Amazon Prime 

No Woman No Try on Amazon Prime 

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Two years ago, this was the first episode with Jen Hoffman. https://eximomarketingstrategy.com/make-marketing-saas-y/

Andi Jarvis, Eximo Marketing.

Emma Mondolino is the Head of Nextdoor Create, the sales marketing and strategy group at Nextdoor. She talks with Andi about marketing v strategy, what true ‘hustle’ means and what it’s like working for a hypergrowth start up.

In this episode we discuss:

1. The advertising trend towards hyperlocal and what that means for brands

2. How brands can adapt and thrive with hyper local advertising

3. Competitors… Who does Nextdoor compete with?

4. How Nextdoor has evolved during the last five years

5. How could Nextdoor evolve in the next five years following the IPO

6. With a product built around local, does Nextdoor change each country?

7. What’s the difference between marketing and strategy?

8. The lessons from working at Pinterest and Twitter

Emma Mondolino

Emma Mondolino is the Head of Nextdoor Create, the sales marketing and strategy group at Nextdoor.

Currently she’s focused on creating value for brand partners by building bespoke creative campaigns.

Before she joined the Nextdoor team, Emma worked at Pinterest in both Sales and Marketing. Prior to her time there she was a foundational member of the Brand Strategy team at Twitter.

Find Emma on LinkedIn

Important Links

Careers at Nextdoor

Book Recommendations

Setting the Table: Lessons and inspirations from one of the worlds leading entrepreneurs by Danny Myers

The Art of Possibility: Transforming Professional and Personal Life by Rosamund Stone Zander, and Benjamin Zander.

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Mark Ritson is one of the world's most respected marketing and brand strategists. Mark runs the Mini MBA in Marketing and Brand Management. He’s a columnist for Marketing Week. Prior to that he was a consultant for LVMH and a stack of brands you’d know. And Prof at the world’s top business schools. He’s not short of opinions either.

In this episode we discuss:

1. What’s the Mini MBA about and where did the idea come from
2. What’s the difference between the brand management and marketing MBA courses
3. What common mistakes marketers make and how do you fix them?
4. Brand purpose… is it EVER useful?
5. WTF is humaning all about (read Andi’s take on this shambles)
6. Why can’t marketers do pricing?
7. What the Mini MBA teaches us about pricing
8. Sum up the DTC revolution in one word
9. Will Tesla be the biggest thing in the car world or is it overhyped?
10. What’s driving Netflix’s push to stop password sharing
11. Mark’s views on Byron Sharp
12. Why move from the remotest place in England to the remotest place in Australia

Mark Ritson

Mark has a PhD in Marketing and spent 25 years working as a marketing professor at London Business School, University of Minnesota, Melbourne Business School, MIT Sloan and SMU, winning a shit ton of prizes along the way.

He’s worked as a global brand consultant for clients that include Baxter, Loewe, McKinsey, Subaru, Donna Karan, Westpac, Shiseido, Flight Centre, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Jurlique, Cloudy Bay and WD40.

For thirteen years he was the in-house brand consultant for LVMH - the world's largest luxury group - working in Paris with senior executives from brands like Louis Vuitton, Dom Perignon and Hennessy.

He’s written for Marketing Week for over 20 years, winning Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK, four times and the British Society of Magazine Editors Business Columnist of the Year twice.

Find Mark: LinkedIn and Twitter

Important Links

Mini MBA 

My Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Areej is Head of SEO at Papier where she focuses on all things technical and on-site SEO. She is the founder of the Women in Tech SEO community which is a support network aimed for women in the Technical SEO field.

In this episode we discuss:

1. Where the idea for Women in Tech SEO came from
2. The stress and joy of hosting a conference (alongside a full time job!)
3. Lessons and learnings from the biggest WTSEO event
4. The challenges of race in marketing
5. Will we ever be ‘done’ with diversity
6. Moving from agency to in house SEO
7. Running SEO from a big brand in a hyper competitive space
8. The challenges of managing SEO for a VC funded start up
9. Why the tech rather than marketing team may be the natural home for tech SEO

Areej AbuAli 

Areej is Head of SEO at Papier where she focuses on all things technical and on-site SEO.

She is the founder of the Women in Tech SEO community which is a support network aimed for women in the Technical SEO field.

She has been in the industry for the past 8 years and has spoken at conferences such as SMX, BrightonSEO and MozCon.

Find Areej on: 

Her website, Women in Tech SEO, Twitter, LinkedIn 

Important Links

Women in Tech SEO

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Kelley is co-founder and CEO of Blue Studios.io, a family friendly crypto wallet, a former AVP at American Express and JPMorgan and 3rd generation entrepreneur.

In this episode we discuss:

• The hype around web3, crypto, NFT and blockchain
• Why Andi’s wild predictions about the death of web3 might not be right!
• Why Blue Studios focuses on the family
• The benefits of being a start up v incumbent in a fast growing space
• Why building a community is essential for the growth of Blue Studios
• How communities can spread the word crypto love
• Why having a hyper focus is essential for a start up
• Kelley’s background and why jumping out of big corporate was an obvious move
• The lessons of being a 3rd generation entrepreneur

Kelley Cambry

Kelley Cambry is co-founder and CEO of Blue Studios.io. Blue Studios.io builds tools and software to onboard families into Web3. Kelley spent time at Discover Card, in Consumer Card Acquisition.

She was also Assistant Vice President of Digital and Product Manager for companies like American Express and JPMorgan.

With her background in Fintech and Computer Science, Kelley wanted to start a company to do her small part in changing the world leveraging her entrepreneurial spirit as a third-gen entrepreneur. Kelley is also a graduate of Howard University.

Find Kelley on Twitter

Book Recommendations

Farnam Street Blog

#NFTsForGood on Twitter Spaces

FinTech Blueprint

Average Joe newsletter

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. 

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Britney is Marketing Manager at Hugging Face, the AI community building the future. She’s an SEO expert, machine learning whiz and amazing conference speaker.

In this episode we discuss:

1. Hugging Face… what is it and where did the name come from

2. The difference between Artificial Intelligence (AI) and Machine Learning (ML)

3. Why people don’t need to be scared of ML

4. Why people should be scared of ML!

5. What’s the main goal of the marketing at Hugging Face

6. Why you should always prioritise by impact in your marketing activity

7. What it’s like working at Moz

8. The fun of being a Search Scientist and watching the SEO community take your work to new levels

9. Learning lessons from running your own marketing company

10. Why imposter syndrome is your friend when it comes to public speaking

11. TOPTIPS for aspiring conference speakers

12. Surviving lockdown with a pet snake!

13. Entrainment theory and why you’ll end up going down a YouTube hole because of it!

Britney Muller

Britney Muller is a Marketing Manager at Hugging Face, SEO Consultant, and proud Aunt. Britney was previously the Senior SEO Scientist at Moz and founder of Pryde Marketing, a boutique medical marketing agency.

Find Britney on Twitter 

Book Recommendations

The Data Skeptic Podcast

Machine learning with python

Natural Language Processing with Transformers – Building Language Applications with Hugging Face by Lewis Tunstall, Leandro von Werra and Thomas Wolf

Other Links

Rand Fishkin (Founder at Moz) on the Strategy Sessions

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Ian Forrester is the CMO of STATSports and Ryan is the company's Head of Ecommerce. STATSports provides the most powerful football GPS player tracker for individuals. Real-time performance data and not just players wearing sports bras.

In this episode we discuss:

• What does the STATSport product do and how it came to life
• Building a world-leading business from Newry, Northern Ireland
• Marketing a ‘sexy’ product and why it’s not as easy as you think
• What role does marketing play in the pro (B2B) side of the house
• Can you build a DTC and B2B offering at the same time
• What it’s like operating in a market that Google and Amazon are eyeing up
• How digital marketing drives online sales
• Role of big events like Christmas in consumer sales
• What jobs are available at STATSports

Ian Forrester 

Ian is responsible for Marketing and Consumer Sales at STATSports. At STATSports Ian has developed a robust Marketing plan utilising some of the biggest sports stars on the planet that is supported by a strong e-commerce team and field sales in Europe and USA. 

Ian on LinkedIn

Ryan Clarke

Ryan is the Head of Ecommerce at the world’s leading on-field performance monitoring and analysis company – STATSports, who now sell products in both DTC and B2B markets. He is responsible for the growth of STATSports users through customer acquisition online.

Ryan on LinkedIn

Important Links

Arsenal and STATSports 

Jobs

List of stadiums

Book Recommendations

Thinking Fast and Thinking Slow by Daniel Kahneman

Traction by Gino Wickman

How to Be a Footballer by Peter Crouch

You Guys Are History! By Devon Malcolm

Andi Jarvis

LinkedIn and Twitter

Caroline Webb is the CMO of The Royal Mint, a 1100 year old organisation that makes the UK’s money. But they do much more than that. Find out how marketing helps.

In this episode we discuss:

1. What the Royal Mint is
2. What it’s like being CMO of a brand with 1100 years of history while still innovating
3. Being shortlisted for the Data Driven Marketing award with Sky, Superdrug and TalkTalk
4. What’s changed in marketing teams over the last decade
5. Discussing how radio was first used in retail sales
6. How ideas develop at the Royal Mint
7. Lessons from a career in marketing
8. What jobs Caroline is currently recruiting for
9. Book recommendations

Caroline Webb

Caroline joined The Royal Mint in June 2021 as Chief Marketing Officer and is accountable for elevating the brand to engage customers and support growth.

Caroline leads the strategic marketing, communications, insights and product development teams – ensuring that brand sits at the heart of decision making, and delivers our promise as The Original Maker.

Vastly experienced in marketing and product proposition, Caroline brings insight and expertise gained at leading consumer brands including Oak Furnitureland, TM Lewin and BAA Retail.

Caroline on LinkedIn 

Important Links

Current jobs available at Royal Mint 

Platinum Jubilee coins 

And if you want to visit The Royal Mint in Wales 

Book Recommendations 

Nudge by Richard H. Thaler & Cass R Sunstein 

Quiet: The Power of Introverts in a World That Can't Stop Talking by Susan Cain 

The Power of Moments: Why Certain Experiences Have Extraordinary Impact by Chip Heath & Dan Heath 

Digital Marketing Strategy Course 

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. 

Ash Young runs carmats.co.uk, a lockdown project that grew from zero to £4m turnover. Find out how and why it’s been a roaring DTC success story.

In this episode we discuss:

1. Why car mats – where the idea came from and why ANYONE cares about car mats
2. The story of how it grew to £4m turnover in 2 years
3. Paid v SEO v Social while scaling the business
4. The benefits of investing in the brand
5. Customer reviews and why they’re gold
6. The use of data and customer relationships
7. Supplier relationships and why marketers usually stink at these
8. The benefits of a negative cash conversion cycle (much like Amazon)
9. Learning in public
10. The benefits of being DTC

Ash Young

Ash is the founder of CarMats.co.uk & digital agency Evoluted. He was inspired by the web after launching the Weebl & Bob website back in 2002. Since then he has been helping clients at Evoluted, his passion is ecommerce where he loves driving sales for clients & on his own sites.

Ash on LinkedIn - https://www.linkedin.com/in/ashyoung/

Ash on Twitter - https://twitter.com/webmonkeyash

Book Recommendations

Marketing Freaks Podcast by John Quinton from Overdrive Digital 

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Antonia manages the external communications, brand, press, and marketing for Caring in Bristol. Caring in Bristol used an emergent marketing strategy to help keep the charity open and helping homeless people during lockdown. Antonia explains all.

In this episode we discuss:

1. How Caring in Bristol managed to keep working during the Covid lockdowns
2. How their marketing activity went to work to help out
3. The importance of strategy first – even in a crisis .
4. The importance of people skills in marketing
5. Why no one cares about marketing and how to create buy in anyway
6. Why working in a charity isn’t just a job

Antonia Cross

Antonia on LinkedIn and Twitter

Book Recommendations

New Power: How Anyone Can Persuade, Mobilize, and Succeed in Our Chaotic, Connected Age – Henry Timms and Jeremy Heimans

The Second Curve: Thoughts on Reinventing Society– Charles Handy

Whatever You Think, Think the Opposite – Paul Arden

Charity Marketing (Delivering income, services and campaigns) – Ian Bruce

The Good Guide to Campaigning and Influencing – Brian Lamb

Relationship Fundraising: A Donor–Based Approach to the Business of Raising Money– Ken Burnett

Other Things We Talk About

Anna Higgie – The artwork behind Antonia on the YouTube video

Caring in Bristol’s biggest ad campaign ever which ran during the first lockdown. Coverage in Bristol 24/7 and the Bristol Post.

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Tom does consultancy work for startups and media companies. He’s based in Brooklyn, writes a strategy blog and has created the SEO MBA.

With a decade of experience in digital media, leadership and growth Tom is a strategic advisor and consultant for leaders who are seeking to gain clarity about their strategy and develop new initiatives.

He works with clients like The New York Times, Google, Dotdash, Gartner, Etsy and Seatgeek.

In this episode we discuss:

1. Getting started in the marketing world as an SEO
2. Moving to America to launch Distilled’s US office
3. What it takes to be an independent consultant
4. Why client focus on outputs and why that’s not what they always want
5. Tom’s blog and why I think it’s one of the best around
6. The SEO MBA, who it’s for and how it came about

Tom Critchlow

The best place to find Tom is LinkedIn, Twitter or his website, his musing about being an indie consultant and his SEO MBA.

Book Recommendations

Legible Practises by Helsinki Design Labs 

Recipe for Systemic Change by Helsinki Design Labs

 7 Powers: The Foundations of Business Strategy by Hamilton Helmer

Other Things We Talk About

The SEO MBA by Tom Critchlow - Leadership & Business Skills for the SEO Industry

Learn how to be more effective and more confident at presenting to executives and getting things done. 

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Kenda is a forensic psychologist turned marketer and author who uses consumer behaviour to improve marketing campaigns.

In this episode we discuss:

1. Automation Ninjas – how it started and how it’s going
2. The common mistakes marketers make in campaigns
3. Why the brain gets overloaded and what marketers can do to help
4. Behavioural nudges and the ethics behind them
5. The difference between neuroscience and psychology
6. Going from a degree in forensic psychology to running an Infusionsoft certified agency
7. Being a scout master and why that’s important

Book Recommendations

Hack the Buyer Brain by Kenda Macdonald

Nudge by Richard Thaler and Cass Sunstein

Popcorn Psychology podcast 

Freudian Sips podcast  

Other Things We Talk About

Strategy Sessions podcast with Juliet Hodges (BUPA) 

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. 

Sign up for the programme here. 

Kenda MacDonald on LinkedIn, Twitter, Instagram.

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

JP Castlin is a former consultancy executive turned independent strategy and complexity management consultant. He is a contributor for Marketing Week and a brilliant podcast guest.

In this episode we discuss:

1. How to define strategy

2. The ambiguous language of marketing and strategy

3. Frameworks and structure for strategy

4. Strategy and execution and how they work together

5. Being humble as a strategist

6. Complexity theory and how to use it in strategy

7. JP’s book and writing on strategy and why you should be reading it

8. How to be a better consultant by asking more questions

9. Hat tip to Tom Critchlow

10. Using theory to inform your practice

11. Examples of when things went wrong in JP’s career

12. When customer research is useful and when it’s pointless

13. Retention v reacquisition and why it’s often a false divide

14. Talking the language of finance and the people you want to influence

15. Andi’s wild predictions about companies that might not exist soon

Book Recommendations

JP’s Marketing Week musings https://www.marketingweek.com/author/jp-castlin/

Tom Critchlow’s consulting blog https://tomcritchlow.com/

Strategy in Praxis newsletter by JP Castlin 

Invisible Gorilla by Christopher Chabris 

How Brands Grow – Byron Sharp 

Strategy Synthesis – Bob De Wit and Ron Meyer 

The Origin Of Wealth: Evolution, Complexity, and the Radical Remaking of Economics – Eric Beinhocker

The Halo Effect – How Managers Let Themselves be Deceived by Phil Rosenzweig 

Other Links

Luke Carthy on the Black Friday episode 

Nick Baughan from Facebook (now Meta) on the podcast 

Mike Follett from Lumen Research on the podcast 

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here.

JP Castlin

The best place to find JP is Twitter or LinkedIn

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing

Aris is a freelance strategist with a focus on integrated marketing. He was worked with clients like Vodafone, Unilever Honda and Red Bull.

In this episode we discuss:

1. Strategy v tactics and how they should work together

2. How to present strategy to clients

3. What strategy looks like when companies do it for themselves

4. How Oatly came about

5. Positioning Oatly to dominate a new category

6. Being brave as a consultant

7. Old Spice and how they use consumer insight

8. Are personas any use?

9. Do funnels add value to presentations and strategies?

10. Brand purpose – Instagram v reality

11. An example of two car brands and their approach to using their brand purpose

12. Aris’ background and how he got into strategy

13. The cult of genius and how that stacks up against professionalism

Book Recommendations

Ogilvy on Advertising

Confessions of an Advertising Man 

The Book of Gossage (or Can Advertising Be Saved?)

And one about Gossage from Steve Harrison: Changing the World Is the Only Fit Work for a Grown Man 

Playing to Win

Creating Great Choices by Roger Martin 

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here. 

T.O.P.T.I.P

Today’s T.O.P.T.I.P is from… me! Check out Luke Carthy’s Black Friday lessons from last year, especially if you haven’t started planning yet!

Aris Stamatis

Aris is an ex-musician, ex-photographer, ex-art director, ex-editor.

He began his career in advertising as a copywriter and UX strategist with a creative focus, working for clients like Vodafone, eBay, Unilever, Honda, Swatch, Red Bull or MTV. Aris believes that nailing the problem provides 93,9% of the solution, so he finally turned creative strategist.

He never leaves home without a tie, e.g. walking the dog.

Find Aris on LinkedIn.

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Simon is a Visiting Professor at Ulster University and an author of several books on enterprise and entrepreneurship.

In this episode we discuss:

· Simon’s background and how he got into working and studying enterprise.

· How governments support new business and does that actually work?

· What are the ideas and assumptions that support enterprise policy?

· Is research impartial and independent?

· The history of government interventions into enterprise and entrepreneurship

· What George Washington’s death and Greek doctors can teach you about government policy to support enterprise.

· Why clever people believe things can be damaging.

· Are small businesses just small big businesses and why enterprise shouldn’t be studied in business schools.

· Should every business set out to grow? And why big business thinking can be damaging to small businesses.

· Why you should stop trying to predict the future.

· Planning v preparing for uncertainty

· Anti-fragile and what it means for your business

· Ready, aim, fire v ready, fire, aim

· Why people aren’t as rational as economists think

· What changes Simon would make if he was in charge of government policy

· Two different ways to look at failure

Book Recommendations

Burned: The Inside Story of the 'Cash-for-Ash' Scandal and Northern Ireland's Secretive New Elite by Sam McBride 

Scale: The Universal Laws of Life and Death in Organisms, Cities and Companies by Geoffrey West 

Adapt: Why Success Always Starts With Failure by Tim Harford 

Antifragile: Things that Gain from Disorder by Nassim Nicholas Taleb 

The Black Swan by Nassim Nicholas Taleb 

Effectuation: Elements of Entrepreneurial Expertise by Saras Sarasvathy 

Herd: How to Change Mass Behaviour by Mark Earls 

Seed to Seed: The Secret Life of Plants by Nicholas Harberd 

Other Stuff we talked about on the Podcast

Hand dryers v paper towels: a Guardian long read 

Simon Bridge

After gaining a degree in Engineering (at Cambridge) Simon worked at Rolls-Royce, the Royal Engineers and Harland & Wolff Shipyard before joining the Local Enterprise Development Unit (LEDU*).

In 1993 Simon left LEDU to set up his own business as a consultant and a facilitator of enterprise and voluntary/community sector development. His clients included government departments, education establishments, district councils, local enterprise agencies, private businesses and voluntary and community sector bodies. He also undertook assignments in Bulgaria, Lithuania, Mozambique, Romania, Russia, Slovakia and the Ukraine.

After leaving LEDU Simon continued to explore enterprise and probe the knowledge shared about it. As well as delivering conference papers, academic articles and lectures he has written or co-written several books about aspects of enterprise. Since 2008 he has also been a Visiting Professor at the Ulster University Business School.

*NB LEDU was wound up in 2002 when Invest NI was created.

Find Simon here: simonbridge@btconnect.com

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Les Mills is a global fitness brand and Amy Smith is their European Marketing Director. We talk purpose, brand management and learning.

Amy is the Regional Marketing Director at Les Mills, the global leader in group fitness. She is responsible for leading the European marketing strategy and driving business performance across the region for consumer, Instructor and B2B audiences. Being part of a brand that’s on a mission to create a fitter planet, Amy is able to combine her love of fitness and travel in order to make a real difference to people’s health and wellness.

In this episode we discuss:

• What / who Les Mills is and the company background
• The focus on creating and evolving the perfect Les Mills product
• How has the business model evolved due to Covid
• Moving to a Direct to Consumer model while still supporting their instructors
• Brand management in a product business
• Brand purpose and what that means at Les Mills
• Equality, diversity and inclusion at Les Mills
• Managing a global brand across Europe
• Amy's previous roles 
• The importance of training and mentors 

Podcast Recommendations

How To Fail with Elizabeth Day 

High Performance Podcast

Shaun Wane episode 

Shaun Wane on the BBC

History of Les Mills 

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa (Finland) is available now for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Amy Smith

Amy is passionate about people in every sense. With a team based across Europe, coaching and navigating them through the pandemic to emerge stronger than ever has been crucial and one of the most rewarding points of her career to date. During her time at Les Mills she also became a certified Les Mills GRIT coach to truly get in the shoes (trainers) of the Instructors.

Prior to joining Les Mills, Amy was Group Product Manager at L’Oréal. While at L’Oréal she delivered 3 successive years of double-digit growth on French pharmacy brand, Vichy, and won a L’Oréal international digital award for Best Integrated Marketing Campaign.

Amy began her career at Procter & Gamble where she led the DTC and eCRM programme across a diverse portfolio of brands, include Gillette, Pampers & Fairy. She then became Senior ABM for Oral-B, one of P&G’s billion-dollar brands.

Outside of work, Amy loves all things sport, adventure and travel. Currently training for a Triathlon (and trying to embrace the chilly lido temperature) and dreaming of getting back on a plane and exploring more of the world.

Find Amy on LinkedIn.

Andi Jarvis

Find me on Twitter or LinkedIn. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Lily Thistlewood has just launched a performance marketing agency. She talks about moving from in house, focusing on big events and CrossFit

In this episode

1. Launching your own agency

2. Moving from in house to agency

3. What starting in brand marketing means when becoming a performance marketer

4. Lessons from working at one of the UK’s biggest ecommerce retailers

5. Are performance marketers the CrossFitters of the marketing world?

6. The impact of Black Friday on brand loyalty

7. T.O.P.T.I.P.S for performance marketers

8. Learning from your mistakes

9. Cook v Zuckerberg in a battle for privacy (and why I don’t care)

Institute of Directors Event

On Monday 28 June I’m running a workshop with the IoD for people who manage marketing teams but don’t have a marketing background. I’ll be sharing 4 questions you should ask your marketing team (and 2 you definitely shouldn’t) during a 45 minute session and taking questions at the end.

It’s free to attend and open to everyone, not just IoD members.

Full details and tickets here https://www.iod.com/events-community/events/event-details/eventdateid/31660

Digital Marketing Strategy Course

If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace.

By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished.

It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors.

Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy

Lily’s Book Recommendations

Agencynomics by Spencer Gallagher https://amzn.to/3xkln3a

Lily Thistlewood

After almost 10 years working for one of the UK biggest online brands Lily has left Very.co.uk to launch her own Liverpool based Paid Media agency, Reform the Fold. Reform has offices in Liverpool and Shoreditch and is focused on merging brand with performance to deliver industry leading campaigns.

Find Reform the Fold

IG: @reformthefold

LinkedIn: linkedin.com/company/reformthefold

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

The Parents Promise is a grassroots campaign to change how children are impacted by separating parents. This is the story of the campaign.

In this episode

1. What is the Parents Promise
2. Where did the idea come from and why is now the time to start talking about it
3. What organisations make up the Positive Parents Alliance
4. Using grassroots marketing campaigns to help shift behaviours
5. The powerful impact of simple comms
6. The benefit of traditional media – especially TV
7. Working with using influencers like Ed Balls!
8. Where next for the Parents Promise

Digital Marketing Strategy Course

If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace.

By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished.

It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors.

Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy

Friends of

The next Friends Of event is on Wednesday 9 June, 9 – 12.

Book a session with a great consultant for a range of marketing issues for just £25. All the money goes to Barnardo’s NI.

Full details and booking: https://friendsof.co.uk/

James Hayhurst

James founded the Positive Parents Alliance and is the driving force behind the Parents Promise, a grassroots campaign which aims to reduce the impact on children when their parents separate.

He’s worked agency-side with BMP DDB (now Adam&Eve DDB) and Leagas Delaney, working on brands like Volkswagen, Glenfiddich and Patek Philippe. He was also Global Brand Equity director for OMO/Persil at Unilever.

Parents Promise:

https://twitter.com/Parents_Promise

https://theparentspromise.org.uk/

James Hayhurst:

LinkedIn https://www.linkedin.com/in/james-hayhurst-59a5a15/

Twitter https://twitter.com/Hayho

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Juliet works at BUPA in the Behaviour Insights Team – the nudge unit. You won’t believe the information she shares about nudging

In this episode

· The rise of nudging

· How and where nudging is used

· What behaviour insights does at BUPA

· The ethics of nudging people

· Juliet’s PhD in end of life choices (get the tissues ready)

· Behavioural insights at Ogilvy

· Good and bad examples of nudging being used in the wild

· Why we need qual and quant data

· The science behind menus

· People being chimps in shoes

· How you can manage stress better

Digital Marketing Strategy Course

If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace.

By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished.

It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors.

Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy

Friends Of

The next Friends Of event is on Wednesday 9 June, 9 – 12.

Book a session with a great consultant for a range of marketing issues for just £25. All the money goes to Barnardo’s NI.

Full details and booking: https://friendsof.co.uk/

Juliet’s Book Recommendations

Bad Blood: Secrets and Lies in a Silicon Valley Startup by John Carreyrou

Misbehaving: The Making of Behavioural Economics by Richard Thaler 

Midnight Chicken: & Other Recipes Worth Living For by Ella Risbridger 

Burnout: Solve Your Stress Cycle by Emily and Amelia Nagoski 

Juliet Hodges

Juliet is a senior adviser in Bupa’s Behavioural Insights Team, using behavioural science to solve business challenges. She has been at Bupa for five years, working on briefs ranging from designing customer pathways, influencing clinician behaviour and improving workplace wellbeing.

She began her career at Ogilvy Change, the behavioural science consultancy wing of the advertising giant, where she worked with clients like Diageo, American Express and News UK. She holds an MSc in behavioural economics and is currently pursuing a PhD at the London School of Economics.

Find her on:

Twitter https://twitter.com/hulietjodges

Linked: https://www.linkedin.com/in/juliet-hodges-85b3406b/

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Sarah Shimmons is the Global Marketing Director at Smirnoff. We talk education, values, TV and marketing effectiveness. Enjoy.

In this episode

1. Managing a global brand that such great heritage

2. Covid and the impact on Smirnoff

3. Measuring marketing effectiveness

4. Training and continuous learning for marketers – the Diageo way

5. Investing in your own education

6. Do you even need a marketing education?

7. Managing beer brands at Tennent’s NI

8. Using Tennent’s Vital to reposition Tennent’s beer

9. Social media and how that can mislead your thinking

10. Smirnoff challenging perceptions and social issues

11. Working in different brands across the globe

12. Working at Coca Cola (the local bottling company in Ireland) and how to ace in store execution

13. Deep RiverRock TV ads and Smirnoff TV

14. Investing in creative excellence

Digital Marketing Strategy Course

If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace.

By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished.

It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors.

Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy

Friends of

The next Friends Of event is on Wednesday 9 June, 9 – 12.

Book a session with a great consultant for a range of marketing issues for just £25. All the money goes to Barnardo’s NI.

Full details and booking: https://friendsof.co.uk/

Sarah Shimmons

Sarah Shimmons is the Global Marketing Director, Smirnoff at Diageo.

She is a Marketing Director for Smirnoff with background mainly in the drinks industry and passion for comms, media and innovation.

In my eyes, Sarah is one of Northern Ireland’s best marketers and is set for global domination. Her views on education, brand management and marketing are well worth listening to.

Find her on LinkedIn https://www.linkedin.com/in/sarah-shimmons/

Sarah’s Book Recommendations

Shoe Dog: A Memoir by the Creator of NIKE by Phil Knight https://amzn.to/2PPn0py

Dogs of War by Adrian Tchaikovsky https://amzn.to/336PBJY

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Featuring Lizzy Knights Ward

Lizzy leads the Content & Social team for LinkedIn Sales & Marketing Solutions, EMEA and LATAM. She once built a following on Google+ and has strong views on marketing and sales alignment.

In this episode we discuss:

1. Life at LinkedIn

2. Content marketing and successful campaigns

3. Content marketing in B2B (why it’s not all boring to boring)

4. Marketers declaring things dead (and why they’re wrong) including me declaring LinkedIn dead once and getting that waaaaaaay wrong.

5. TOPTIPS for getting the most out of LinkedIn

6. Tips for people looking for a career in tech marketing

7. The joys of Google+ (RIP)

8. Being a singer-songwriter

9. Sales and marketing alignment – why it sucks and what we can do about it

10. Account Based Marketing (ABM) and why it works

Digital Marketing Strategy Course

I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace.

By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished.

It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors.

Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy

Lizzy’s Book Recommendations

The Managed Heart: Commercialization of Human by Arlie Russell Hochschild https://amzn.to/3bh0Xjg

Links To Stuff We Talk About In The Show

· Series of videos about video ads on LinkedIn - https://business.linkedin.com/marketing-solutions/native-advertising/video-ads/video-ads-best-practices

· Choose your own adventure campaign https://business.linkedin.com/marketing-solutions/cx/20/09/linkedin-ad-vantage

· Forrester research into sales and marketing alignment https://business.linkedin.com/en-uk/marketing-solutions/blog/posts/sales-and-marketing/2020/A-four-pillar-framework-for-sales-and-marketing-alignment

Lizzy performing on stage – In My Own Time https://youtu.be/se8vB_lMcGA and Once Upon A Time https://youtu.be/rP1lq_Sq608

Episode 20 is about Twenty20 cricket. T20 to most fans these days.

But this episode isn't about cricket.

About 20 years ago the English cricket authorities identified a problem. Falling attendances, reducing relevance and people moving away from cricket.

This week's guest, Stuart Robertson, was the marketing manager at the time. Luckily, he knew his marketing onions and used researched, insight and a deep understanding of the problem to 'invent' T20 cricket.

This isn't a podcast about cricket, although we do chat a lot about it. It's a podcast about marketing and you'll find a whole host of information about how to solve problems through a marketing lens from this show.

And finally, we've got a T.O.P.T.I.P from Jane Roper, from Behind The Ad. If UTM tracking is lost on you, this is for you.

In the episode we discuss:

**How T20 cricket came to be born – the marketing version

o The rationale for the new competition

o The research behind the product development

o Stakeholder engagement

o Launching the product

o How it landed better than anyone expected

o Globalisation of the game

**The Hundred – cricket’s newest format from the ECB

o Is the strategy correct

o Is it close enough to cricket to be successful

**Starting a career with a graduate training programme at the Milk Marketing Board

**A career in sport marketing

**Moving to agency world

Stuart Robertson

Stuart Robertson is the Commercial and Strategy Director at The Canopy, a fast growing creative agency in Winchester.

An experienced Commercial Director with a successful career in rights-holder sports administration, he has held senior commercial positions at both governing body and club level.

Recognised as the 'creator' of Twenty20 Cricket whilst in his role as the ECB’s Marketing Manager, Stuart changed the whole cricketing world and, perhaps, the entire sporting landscape around the globe.

Find Stuart on LinkedIn: https://www.linkedin.com/in/stuart-robertson-7407291a/

And The Canopy Studio are here: https://thecanopy.studio/

Or on LinkedIn https://www.linkedin.com/company/the-canopy-studio/

Stuart’s Book Recommendations Ottolenghi SIMPLE by Yotam Ottolenghi 

Blah! Blah! Blah!: Memoirs and advice from one of British advertising's mavericks by Dave Buonaguidi 

This is Going to Hurt: Secret Diaries of a Junior Doctor by Adam Kay

TOPTIP with Jane Roper

Owner of Behind the Ad, a newly formed marketing consultancy in Northern Ireland that focuses on educating small business owners on what marketing is in order to make informed marketing decisions for their business.

Jane has worked across several industries from financial services to eCommerce, to not for profits and would consider herself a 'marketing geek' who feels most comfortable 'behind the ad', analysing data to make informed decisions.

When asked what she loves most about marketing, her reply is, 'marketing at the core is about opening business up to new possibilities and customers to new experiences and we as marketers get to be part of that journey..."

https://www.facebook.com/behindtheadmarketing/

https://www.behindthe-ad.com/

Andi Jarvis

Find me on Twitter or LinkedIn 

Nick is Facebook’s Director of Agencies. We discuss the future of advertising, regulation and how agencies can get the best out of Facebook and Instagram.

Featuring Nick Baughan and Gil David Facebook, Inc

In this episode we discuss:

· A career in agencies and moving to Facebook

· Managing the scale of advertisers at Facebook

· How agencies can interact better with FB

· What skills agencies might need to succeed

· The role of the data analyst v ad buyer

· Government regulation of Facebook

· Brand safety

· Ad placements and content

· New social platforms and how competition drives the product forward

· The rise of ecommerce solutions on Facebook products

Nick’s Book Recommendations

The War of the Poor by Éric Vuillard

The Order of the Day by Éric Vuillard

Important Links

Agency help: https://www.facebook.com/business/help

Agencies: The agencies link redirects to this page  https://www.facebook.com/business/agencies/about

Blueprint: https://www.facebook.com/business/learn

Beer by the coast - Dave Dye writes about his recollections here: https://davedye.com/2014/08/18/adnams-pt-2-words/

Nick Baughan

Nick Baughan is Facebook’s Director of Agencies leading their partnerships with the marketing, professional services and investment industries.

Prior to joining Facebook in 2019, Nick spent 13 years at WPP Plc most recently as CEO of Essence across EMEA, overseeing media investment for advertisers including Google & BT.

Nick sits on a range of industry trade bodies and committees including the Effies Council, the Advertising Standards Authority Industry Advisory Panel, The Advertising Association Trust Working Group and the IAB Board. Previously Nick also sat on the World Economic Forum’s Global Council for Information. Nick also mentors for the Marketing Academy programme.

Nick lives in North London with his wife and two children.

Gil David

Gil David is on Twitter https://twitter.com/Gil_RunDMG and LinkedIn https://www.linkedin.com/in/gil-david/or you can find him at the Run DMG https://www.run-dmg.com/

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Kyle is the CMO of a VC backed SaaS company. He talks marketing, brand, team building and history. He hates onions too. 

In the episode we discuss:

SaaS Marketing

• Why you shouldn’t measure brand campaigns (really)
• Surprise and delight prospects and customers
• Using repeatable templates to speed up marketing activity
• Working at a software firm that gets acquired
• In praise of Salesforce
• Content v content marketing
• Use of personality in SaaS marketing

Recruitment

• Using Predictive Index in recruitment
• The challenges of recruiting the right people while growing fast (40 – 215 people)
• The importance of diversity of background in recruitment
• Matching culture and marketing
• Unlimited vacation policies
• Juggling family, work and WFH

Everything Else

• The history of content marketing
• Killing push notifications to improve productivity
• Using direct mail to stand out
• What’s old is new in marketing
• Making sure marketing has business impact
• The Stockdale Paradox

Kyle’s Book Recommendations

Alchemy: The Surprising Power of Ideas That Don't Make Sense by Rory Sutherland 

The House of Morgan: An American Banking Dynasty and the Rise of Modern Finance by Ron Chernow 

Rhythm: How to Achieve Breakthrough Execution and Accelerate Growth by Patrick Thean 

Lessons from the Hanoi Hilton: Six Characteristics of High Performance Teams by Taylor Baldwin Kiland and Peter Fretwell.

Things we talk about in the show

Salesforce’s ad that is one of the best around https://www.linkedin.com/posts/markritson_advertising-activity-6759295434704994304-Q1zh

The Stockdale Paradox https://www.jimcollins.com/concepts/Stockdale-Concept.html

Kyle Lacy

Kyle Lacy brings over 13 years of experience in marketing with a slice of revenue. He is currently Chief Marketing Officer at Lessonly. Prior to joining Lessonly, Kyle held senior positions at OpenView, Salesforce and ExactTarget. He is also the author of three books, Twitter Marketing for Dummies, Branding Yourself and Social CRM for Dummies. He wears monotone, loves history and hates onions.

Find Kyle on LinkedIn: https://www.linkedin.com/in/kylelacy/

And Twitter https://twitter.com/kyleplacy

And Lessonly are here:

https://twitter.com/lessonly

https://www.instagram.com/lesson.ly/

https://www.linkedin.com/company/lesson-ly/

https://www.facebook.com/lessonlyapp

Andi Jarvis
If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

Koen Pauwels is a Professor of Marketing with a deep understanding of how to measure the effectiveness of your campaigns. This is unmissable.

Koen Pauwels is Distinguished Professor of Marketing at Northeastern University and co-director of its Digital, Analytics, Technology and Automation (DATA) Initiative. This episode is littered with stories and useful anecdotes, all backed up with data that are useful for businesses of all shapes and sizes.

In this episode we discuss:

· The need for marketing academic programmes to bring in reading from more than just a handful of countries.

· Brand love in the UK v Brazil… why countries have different buying processes and what that means for marketers

· *That* Freakonomics podcast – what they got right and what they got wrong

· Why you should be cautious with extrapolation and test yourself

· eBay and the power of brand in paid search

· eBay and how not to do digital advertising

· Why the type of site your ads appear on matters – content integrated v content separated

· Does retargeting actually work?

· Advertising metrics – how to look at them to help your business

· Building brands to increase your pricing power

· Long and short term effects of advertising

· Should all marketing metrics be tracked back to sales?

· Lessons for small and medium sized business from global effectiveness studies

· Should you spend more or less on advertising during a recession? (We’ve got one coming, so it’s worth listening to)

· Why there’s no such thing as the perfect amount of data

· What B2C marketing and B2B marketing can teach each other

· Using marketing to help roll out the COVID vaccination programme

· The value of marketing education for senior teams

Koen’s Book Recommendations

His books include ‘Modeling Markets’ and ‘Advanced Methods for Modeling Markets’ for researchers and “It’s Not the Size of the Data – It’s How You Use It: Smarter Marketing with Analytics and Dashboards” for managers (http://notsizedata.com/).

Contagious: How to Build Word of Mouth in the Digital Age by Jonah Berger 

Beloved Brands: The playbook for how to build a brand your consumers will love by Graham Robertson 

Give and Take: A Revolutionary Approach to Success by Adam Grant 

The Hype Machine: How Social Media Disrupts Our Elections, Our Economy and Our Health – and How We Must Adapt Sinan Aral 

Empirical Generalizations about Marketing Impact by Mike Hanssens

The Smart Marketing Book by Dan White

Andi Jarvis
If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Chris is the CEO of Lightyear, a Belfast based intelligent accounts payable automation platform. Product marketing is his thing.

Chris has more than 10 years of experience across the technology industry from founding and leading fintech companies to leadership roles in Fortune 500 companies. His views on the product marketing world are worth listening to.

In this episode we discuss:

· Product development and the Lightyear start up story

· Positioning and why it’s so hard

· The challenges and benefits of being a mid-market provider v enterprise

· Selling on features v benefits (FAB and Which Means That)

· Running a bootstrapped business

· Surviving and thriving through COVID 19

· Dealing with hyper growth

· Marketing planning when the future is uncertain

· “Follow me home” or how big business uses ethnography

· The importance of talking to customer services and support

· Measuring performance (KPIs and OKRs)

· Some of the mistakes Chris has made (and what he learned from them)

· Product teams v marketing teams

· The Belfast start-up scene

· Running a team in Belfast and Sydney

· Why we should all focus on climate change

Chris’s Book Recommendations

· LinkedIn and Medium for bite-sized content

· https://www.finextra.com/

Other Stuff We Talk About In The Show

https://smxmuenchen.de/en/ - come and see Andi talking about “which means that”

FAST not SMART objectives – it was MITSloan Management Review not HBR…. SORRY. Don’t @ me.

Lightyear’s expansion plans and support from Invest NI https://www.investni.com/media-centre/news/lightyear-double-ni-workforce-over-ps1m-investment

Find Chris on LinkedIn: https://www.linkedin.com/in/greggchris/and Twitter https://twitter.com/LightYearChris

Lightyear are everywhere!

https://www.lightyear.cloud/

https://twitter.com/lightyearcloud

https://www.linkedin.com/company/lightyearcloud/ https://www.facebook.com/lightyearCloud/

https://www.instagram.com/lightyearcloud/

https://vimeo.com/lightyearcloud

Mike Follett is the MD of a research company that uses eye tracking software to measure ad effectiveness. 

His insights will blow your mind!

Mike Follett is the Managing Director of Lumen, the leading attention technology company. Lumen uses eye tracking to understand the reality of attention to advertising, helping clients buy better digital media and develop more eye catching creative.

In this episode we discuss:

· Eye tracking technology and how it helps cut through opinions in advertising

· Starting off doing studies on newspaper ads and moving into digital

· How ad agencies work and the problems with opinion v fact

· Measure twice and cut once in planning for your ads

· Marketing as an art v science and the rise of data

· Art directors v copywriters

· Why you’re thinking about Facebook ads the wrong way

· Why no one cares about your ads

· The attention economy and algorithms

· Marketing is more like seduction than war

· Advertising attribution models and why you should look at incrementality not last click

· Why the site your ads sit on has a huge affect on impact

· Does advertising work

Mike’s Book Recommendations

• Paid Attention: Innovative Advertising for a Digital World by Faris Yakob
• Eye and Brain: The Psychology of Seeing by Richard L Gregory
• The Attention Merchants: The Epic Struggle to Get Inside Our Heads by Tim Wu
• Bob Hoffman’s ad contrarian blog http://adcontrarian.blogspot.com/
• Mark Ritson on Marketing Week https://www.marketingweek.com/mark-ritson/

Mike Follett

Mike began his career in advertising, working for in DDB in London, New York and Mumbai, before being part of the team that founded Lumen in 2013. He holds degrees from Oxford University and Imperial College London.

Find Mike on LinkedIn: https://www.linkedin.com/in/michael-follett-a474216/

Or email him at mike.follett@lumen-research.com

And Lumen Research on Twitter here:  https://twitter.com/lumenresearch

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Leitcia is the entrepreneur behind Paz.Ai, a start-up that is unlocking refugee tech talent across Europe.

We recorded this episode just before Christmas and it brought joy to my heart. I knew it had to launch as the first episode of 2021 as it’s a story of hope, vision, determination and, yes, marketing.

In this episode we discuss:

· What it really means to be an entrepreneur – and it’s not what you think

· Conducting real market research and understanding your target market

· Asking the right questions

· Giving people hope

· Maslow’s hierarchy of needs and how it was essential in framing Paz’s approach to the refugee crisis

· Design thinking

· Running a kickstarter fundraising programme and the challenges of that

· Understanding your ‘why’ and how to use it properly

· Regaining hope and building a circular project

Leti’s Book Recommendations

• The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers by Ben Horowitz

Leticia Galdón

Leti is a social entrepreneur determined to build a bridge between the high tech industry and refugee professionals.

She is an advocate of technology for good and believes in enhancing the diversity of the tech workforce.

She is co-founder and CEO of PAZ a social impact startup whose mission is to unlock the refugee tech talent in Europe by upskilling them in tech and connecting them with work opportunities.

PAZ brings together professionals, companies, and organizations to unfold the potential and untapped talent of refugees in order to create Europe’s most diverse and ethical tech workforce.

In her spare time, she likes to get involved in projects around education, social impact, and tech, where she supports leadership teams around innovation and team culture. She is currently collaborating with Amplio Ventures on the Refugee Starforce book project. She has also collaborated with General Assembly, Samsung, The International Committee of the Red Cross, and Unicef.

Find Leti here:

LinkedIn: https://www.linkedin.com/in/leticiagaldon/

Email: smile@paz.ai

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Katie Jackson is the Managing Director of TBWA\London. She’s also been described as Mary Poppins on steroids and is great fun to interview.

On publishing day, I realised I hadn’t given this episode a great / cheesy name, so it became The Episode With No Name – creative, right?

In TEWNN, we talk about

· Being Mary Poppins on steroids

· Disruption and TBWA’s approach to it

· Why ‘brand’ isn’t a fluffy term

· T shaped v I shaped marketers

· How the government has communicated it’s COVID messaging

· Why creative is essential

· Media and messaging being best mates

· Formal education v learning on the job

· Hun wines

· The power of oops (or when things go wrong)

· The power of being yourself

· A T.O.P.T.I.P for everyone

Katie was brilliant to interview and shares some fantastic insights into marketing, campaigns and brands which will resonate with everyone.

Links to stuff we talked about on the show

Hun Wines launch campaign

https://www.campaignlive.co.uk/article/were-ok-hun-wine-brand-shifts-festivals-outdoor-ads-during-lockdown/1682051

All the different COVID comms from the government 

https://www.thedrum.com/news/2020/09/14/how-the-uk-government-s-coronavirus-messaging-has-developed-over-the-summer

Sound the excuse 

https://www.tbwalondon.com/work-soundtheexcuse

Katie’s Book Recommendations

Why Did the Policeman Cross the Road?: How to solve problems before they arise by Stevyn Colgan https://amzn.to/38A08RF

Eleven Rings by Phil Jackson https://amzn.to/3eZPN2H

Benedict Evans’ newsletter https://www.ben-evans.com/newsletter

Find Katie here:

Twitter: https://twitter.com/K_Jackson_01

LinkedIn: https://www.linkedin.com/in/katiejackson2/

And Finally

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

The Strategy Sessions… A marketing podcast. 

Episode 12 ‐ Black Friday A Discussion With Luke Carthy

You know the drill. 

It’s November, the pumpkins are in the compost heap and if you’ve got kids, you’ve started to wheel out the threat of “Santa’s watching” to improve behaviour. 

Yes, Christmas is coming. 

Which means, from a business perspective, it’s almost BLACK FRIDAY. 

That means we get all steamed up about a concept we imported from the States (I’ll get over it soon) and focus on selling piles of products to our customers. If you want to know how to win in ecommerce, have a listen to the discussion with Luke Carthy. 

Highlights of the discussions include: 

• Amazon (can you talk ecommerce without mentioning them?!) 
• Postage and why people hate paying for it 
• Investing in your brand  
• Products being ‘good enough’ to sell 
• Luke and me working together 
• The opportunities and challenges of Christmas 2020 
• What you can do if you haven’t set up online sales yet 
• The numbers! Margin v sales and LTV of customers 
• Black Friday 
• Lessons to younger marketers 

Links We Discuss 

Eugene Wei’s Invisible Asymptotes 

Discontinued products blog 

Blue Array’s Mastering in-house SEO book 

Luke X

When Luke comes together to work with Eximo Marketing, we go under the brand of Luke X. We both still run our own companies, we just buddy up for some clients who need both our skills. Why us? You get Luke’s impeccable ecommerce skills and Andi’s strategic marketing approach. 

We know the companies that win online are those who have their whole game working. Just having a great product isn’t enough. Just investing in performance marketing won’t work in the long term. We can help you navigate the complex world of ecommerce and find the right course for sustainable growth.  Get in touch.

Luke Carthy 

Luke is a well-seasoned eCommerce consultant and international speaker delivering double/triple-digit growth for eCommerce brands. Luke parks himself right in the centre of conversion, growth and SEO disciplines. Having worked with brands spanning both D2C and B2B verticals including CAT, Renault and Mayflex, Luke knows a thing or two when it comes to getting C-suite buy-in and delivering smart, scalable eCommerce growth. 

Find Luke here… 

• lukecarthy.com/ 
• Twitter.com
• Linkedin.com
• And check out Luke’s haircare brand, Afrodrops 

Andi Jarvis 

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. 

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. 

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. 

Andi Jarvis, Eximo Marketing

Influencer Season continues the run of terrible names for podcasts with amazing guests.

This week, Sedge Beswick, joins Andi to discuss influencer marketing. Sedge is Founder and MD of SEEN Connects an Influencer Marketing agency that works with clients like Nike, eBay and Panasonic.

We discuss:

• The Kardashians (luckily only briefly)
• Being a Nike fan
• Strategy first
• Measuring the ROI of influencer marketing
• Robbie Williams v Metallica
• Growing an agency
• The ASA guidelines
• Questions NEVER to ask her at a dinner party
• Lessons for her younger self

Show Notes

Sedge Beswick
As one of the first in the UK to work within social media, Sedge forged her path with global brands before launching SEEN Connects: a globally-based, innovative influencer marketing agency.

Just some of the brands on Connects’ client list are Nike, Bumble, Panasonic and eBay. Connects’ influencer relationships include household names, such as musician Lewis Capaldi and television presenter Laura Whitmore.

Sedge’s expertise is regularly called upon by global news networks, such as BBC News and Sky News, as well as print publications like the Financial Times.

As a habitual contributor to The Drum magazine, Sedge offers invaluable insight into the influencer industry. She is a visiting university lecturer and an accomplished public speaker, having hosted workshops for No.10 Downing Street and Google.

Passionate about education, Sedge also set up a mentor programme to support young people going into the marketing industry, and is now responsible for having placed over 50 young people into jobs in the UK.

Sedge’s two books are:

140 Ultimate Twitter Lols
Make Instagram Your Business

Seen Connects website
Find Sedge on LinkedIn or Instagram

Andi Jarvis
If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Episode 10 ‐ Obviously Awesome Featuring April Dunford, Luke Carthy and Andi Jarvis.

Obviously Awesome is a such an obviously awesome name for a book, we had to rob it for the podcast.

April is a world leading authority on positioning, the misunderstood marketing concept that can be the difference between winning and losing for your company.

Developing a systematic way of positioning technology products and companies has become her life’s work and she has had the privilege of working with more than 100 companies, allowing me to go even deeper and broaden my positioning expertise.

We talk about the concept of positioning, how to spot when it’s going wrong, understand how to do it right and throw in a few questions from social media in an enjoyable and insightful chat.

Episode 10 also features a T.O.P.T.I.P from Luke Carthy, an ecommerce consultant who has some great last minute tips for sorting out Black Friday and Christmas for your business.

As always, a big thanks to our sponsor, Moyee Coffee. I’m a big fan of the coffee and the work they’re doing to help farmers in Ethiopia and Kenya achieve a living income. Please check them out.

April Dunford

April lives in Toronto, Canada - one of my favourite places - and has kids, a small dog, and a cabin in the woods. I get the feeling the cabin in the woods is her favourite place in the world!

The bulk of April’s work is with early and growth-stage startups. Companies where the stakes are high - and weak positioning can mean the difference between success or failure. She also work with large global companies, helping them develop deeper positioning expertise in their product and marketing teams.

Her book, Obviously Awesome, came highly recommended by Rand Fishkin on this podcast and captures my ideas about positioning and a methodology for doing it that any startup can follow.

It’s become a best-seller and popular among entrepreneurs, product, and marketing folk. April studied Engineering in University, and wasn’t meant to be in marketing or writing books, but it turns out she’s great at both of those.

April’s book recommendations were:

The Challenger Sale: How To Take Control of the Customer Conversation by Matthew Dixon

Positioning: The Battle for Your Mind by Al Reis and Jack Trout

https://www.aprildunford.com/

https://twitter.com/aprildunford

T.O.P.T.I.P from Luke Carthy

Luke is an ecommerce specialist who gets results. He’s a speaker, podcaster and dad and an all round great guy.

https://lukecarthy.com/

https://twitter.com/MrLukeCarthy

https://www.linkedin.com/in/lukecarthy/

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

This week we talk to Zaid Al-Qassab, the Chief Marketing Officer of Channel 4. Zaid leads the marketing and digital teams, and 4creative, Channel 4’s award-winning in-house creative agency. 

Channel 4 is a publicly-owned and commercially-funded UK public service broadcaster, with a statutory remit to deliver high-quality, innovative, alternative content that challenges the status quo.

We talk brand management, building teams, education the P&G way, being authentic with diversity and inclusion and discuss the bight future that Channel 4 has - even in a world where streaming dominates the discussion.

We’ve got a T.O.P.T.I.P from Laura Hogan aimed at account managers and people in client facing roles.

As always, a big thanks to our sponsor, Moyee Coffee. I’m a big fan of the coffee and the work they’re doing to help farmers in Ethiopia and Kenya achieve a living income. 

Show Notes

Zaid Al-Qassab

Zaid is also a Director and Council member of the Advertising Standards Authority, and a Board Trustee of WaterAid.

He was previously the Chief Brand & Marketing Officer of BT plc, where he led the BT, EE, Plusnet & Openreach brands. Zaid was educated at Oxford University, where he read PPE (Philosophy, Politics & Economics), and has also completed the Financial Times Non-Executive Director Diploma.

He spent 20 years at Procter & Gamble, in marketing & commercial roles, including as Managing Director of the Health & Beauty division for the UK & Ireland. Following that, he was Chief Marketing Officer of HouseTrip, a digital start-up which was bought by TripAdvisor in 2016. He is committed to diversity and inclusion.

Zaid’s book recommendations were:

Thinking, Fast and Slow by Daniel Kahneman

Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely

Factfulness: Ten Reasons We’re Wrong About The World - And Why Things Are Better Than You Think by Hans Rosling

The Perils of Perception: Why We’re Wrong About Nearly Everything by Bobby Duffy

The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies by Les Binet and Peter Field you can find the best charts from the research here: https://effworks.co.uk/ten-best-charts-binet-field/

The award winning C4 Complaints Welcome campaign is worth 90 seconds of your time.

T.O.P.T.I.P from Laura Hogan
Laura is a dog fanatic who runs Jelly Bean, an agency based in Birmingham delivering sweet results (geddid?!)

Find Laura on Twitter or LinkedIn.

Andi Jarvis
I’m hosting another live podcast for agency owners and directors on Monday 7 September.

Following on from the great discussion with Carrie Rose (Rise At Seven) and Tom Etherington (Evolved Search), I’ll be chatting to Stacey MacNaught (MacNaught Digital) and Paddy Moogan (Aira).

We’re discussing how to grow an agency, what its like leading an organisation through a global pandemic and what the secret is to a great agency/client relationship.

This live podcasts takes place from  12.00 - 1.00pm on Monday 7th September. It’s free but you do need to sign up for a ticket.

Register for your ticket today.

If you enjoyed the show, please give it a 5⭐️ rating!

The Con Is On… I catch up with Mike Winnet, THE self-appointed, uninspirational, backwards thinking “leader” currently dimfluencing thousands of, below average, people on LinkedIn and YouTube.

With a bio like that, you know it’s going to be a great interview. Mike is known for his series of videos exposing Contrepreneurs- business people using dodgy, unethical tactics to fleece people.

We’ve got a T.O.P.T.I.P about diversity and inclusion from Ineke Houtenbos of IH Training. I’ve been talking about equality and #BLM for a while now and Ineke provides training that could be useful to your organisation.

You get a short segment from me this week about creating great content. Just avoid the hacks and get rich quick scams and you’ll do alright.

As always, a big thanks to our sponsor, Moyee Coffee. I’m a big fan of the coffee and the work they’re doing to help farmers in Ethiopia and Kenya achieve a living income. Please check them out.

Show Notes

Mike Winnet
“When it comes to business, Mike has forgotten more than your favourite guru will ever know…” said one, six star, review.

Despite a busy schedule, Mike still finds time to shoot his counterintuitive business bollocks all over your LinkedIn newsfeed, each and every day.

“The Contrepreneur Series”
Can you get-rich-quick? Of course you can!

You’ve seen the ads. A guru sat on a lime-green Lambo, screaming about their book, course, mentoring and bootcamp. Just follow their formula (sign up to the inevitable upsell) and you’ll be financially free!

Well, Mike clicked the ads, went to the events and invested his money, so you don’t have to. Did he lose all his money or get rich quick?

Find out the real results AND reveal what tricks they use to get YOUR hard earned cash on his YouTube channel.

Mike’s book recommendations were:
The Rules of Wealth:A personal code for prosperity and plenty: A personal code for prosperity and plenty by Richard Templar

Modern Wisdom podcast

T.O.P.T.I.P from Ineke Houtenbos
Ineke has over 10 years experience in training both volunteers and staff and regularly provides Consultancy services around diversity and inclusion issues.

She holds a certification from Perdue University in Diversity and Inclusion and has co-facilitared courses for commercial businesses.

She has experience in sourcing, delivering and designing material on unconscious bias and strategically planning implementation of culture change

Contact Ineke at inekehoutenbos@gmail.com.

Andi Jarvis
If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.