The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson had a conversation with Cameron Church, Founder at Watching That.

We discussed analytics for the Future of TV, and lots more!

In this 'must-listen' episode of The Six Sells Podcast, Mike Nicholson of Six Sells speaks with Barney Worfolk-Smith of DAIVID about how cold B2B sales is fast becoming a "lose, lose, lose, lose" game.

Being the 'familiar signal' and not the noise is essential for success when our clients are drowning in email.

#b2bsales #sales #marketing #advertising #media

Mark Challinor is Media Advertising Initiative Lead at INMA, The International News Media Association.

In this episode, Mark talks with Mike Nicholson at Six Sells about the 'heaven and hell' of AI with his publishers hat on.

#ai #publishing #advertising #inma

Khyati Pal is the Marketing Director of Keystream.

In this episode of The Six Sells Podcast, Khyati spoke to Mike Nicholson at Six Sells about:

• Planning for better alignment between sales and marketing

• The power in your people

• Balancing the need for both long-term and short-term marketing

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About Six Sells:

Six Sells is a people-shaped B2B communications agency.

Our directors, Karen and Mike, have a combined 60 years of marketing, sales, and business development experience within media, advertising, and adtech businesses.

Our team works with your leadership team to define your target audiences, and the messages you wish to deliver to each of those target audiences, and then identify the people within your business who are best placed to lead the communication of each of those topics, to each of those audiences.

We then help with training, consulting, and content creation services that will amplify your communications towards your ideal clients, thus increasing touchpoints between sellers and buyers.

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All inquiries please to mike@sixsells.co.uk

Mike Nicholson from Six Sells speaks to Jon Walsh of JobsInAdTech.com about the layoffs in the industry, and how people might want to think about finding their next role.

Also a first-ever playing of the JobsInAdTech.com audio ad!

www.sixsells.co.uk | #peopleshapedcomms

#jobs #adtech #recruitment

In this episode of The Six Sells Podcast, Mike Nicholson from Six Sells speaks with Ian Forrester from DAIVID about how marketers can understand attention captured, emotions evoked, what really works, and why, when it comes to their advertising creative.

#advertising #attention #media #ai

In this episode of The Six Sells Podcast, Mike Nicholson from Six Sells speaks with Orlando Wood from System 1 about advertising effectiveness, why it is in decline, and what we can do about it.

A study that looked at more than 15 years of TV advertising found that it was the right-brain elements of advertising that were most effective. Elements such as dialogue, one scene unfolding with progression (story), play on words, music with melody, distinctive accents, and characters (voice, movement, expression) were found to be the most effective, yet their use is in decline.

Orlando Wood is Chief Innovation Officer, System1 Group, Author of Lemon and Look Out (IPA).

In this episode of The Six Sells Podcast, Mike Nicholson speaks to Bill Swanson about video advertising, contextual targeting, AI, and more.

Bill Swanson has over 20 years of digital publishing and ad-tech experience and he currently leads international expansion as the SVP of EMEA at Connatix, a video technology company for publishers and advertisers. As a respected digital media and advertising leader, Bill plays an integral role in driving expansion and strategy for both buy and sell sides of the business across the EMEA region.

Please do listen and share with your followers on LinkedIn, Twitter, and beyond.

Note: Please excuse the slight audio echo that appears in a few places. It is very light, and shouldn't compromise your enjoyment of the show.

In this episode of The Six Sells Podcast, Mike Nicholson at Six Sells speaks to John Sills, Managing Partner at The Foundation, and author of the book The Human Experience. 

John talks about how to make life better for customers and how to create a more 'human' successful organization.

"Companies are full of humans that are not allowed to act in a human way" say's John.

In this episode of The Six Sells Podcast, Mike Nicholson of Six Sells speaks to Gareth Turner, former marketer at Weetabix, and current founder of the marketing consultancy, Big Black Door.

Gareth and Mike discussed a wide range of topics including:

‣ Awareness and reputation building on LinkedIn

‣ AI in marketing 

‣ CMO’s focus in 2023

‣ Favourite ad campaign of 2022

‣ Advice for those entering the industry

In this episode of The Six Sells Podcast Mike Nicholson from Six Sells speaks to Phil Rowley, Head of Futures, at Omnicom Media Group about their new report, titled 'At The Edge; the next decade in tech'.

Phil shares some really interesting stories about start-up tech companies that will perhaps usher in a decade of tech that is based on the themes of kindness, assistance, protection, connection, fairness, and responsibility.

There are plenty more examples in the report itself, so please download it for free here - https://reportsuk.omnicommediagroup.com/38109/84989/index.html

In this episode of The Six Sells Podcast, Mike Nicholson at Six Sells speaks to Stefanie Briec at Freewheel about the state of TV advertising, both linear and connected TV.

The conversation started by asking a question that probably hasn't been asked much in recent years and then explores how marketers and media planners are traversing the fragmented CTV marketplace as they plan, deliver and measure advertising campaigns.

Stefanie shared her thoughts on a range of topics which include:

‣ What TV adds to a media plan

‣ Benefits offer CTV

‣ Planning, delivering, and measuring campaigns 

‣ Solving the fragmented supply ecosystem

‣ Scale in CTV

‣ Investment in CTV

‣ The future of CTV

In this episode of The Six Sells Podcast, Mike Nicholson of Six Sells speaks to Jo Eckersley, CEO, of Bubbl.

Can you imagine a commercial scenario where the experience for brands, publishers, and consumers was perfectly balanced? If so, you may have just imagined Bubbl.

Bubbl’s geolocation plugin supercharges existing mobile apps to drive in-the-moment customer engagement, revenue, and loyalty. Businesses can easily create virtual fences and deliver pre-built location-aware push notifications, images, videos, and surveys to app users crossing digitally-defined areas without the need for IP or phone tracking.

In this episode, we discuss both ideas and case studies for fast food, sports, and travel, but the opportunities are virtually limitless.

In this episode of The Six Sells Podcast, Mike Nicholson at Six Sells talks to Anthony Crocker at The Telegraph.

Anthony is the Head of Commercial Success Strategy at the Telegraph, and he talks to Mike about a number of topics including:

‣ Moving to a subscription model

‣ Fewer ads, more impact

‣ Putting the experience of the consumer first

‣ The metrics that matter 

‣ Measuring and reporting

‣ Sustainability 

In this episode of The Six Sells Podcast, Mike Nicholson at Six Sells speaks to Faris Yakob of Genius Steals.

Faris is also author of the book Paid Attention, and spoke to Mike about many things including how the traditional model of advertising is broken, his career to-date, the ingredients of an emotional ad, and so much more.

In this episode of The Six Sells Podcast, Mike Nicholson speaks to Rory Sutherland, Vice Chair, at Ogilvy UK.

In this hour and half, we covered so much ground including Rory's views on why the political situation in the UK ISN'T a sh*t show, B2B marketing, the importance of reputation and personal brands, the attention economy, the power of stories, how best to learn, the book he learned the most from, the one advertising legend he would want to listen to and much, much more.

In this episode of The Six Sells Podcast, Mike Nicholson of Six Sells speaks to Richard Reeves, Managing Director, at The Association on Online Publishers (AOP)

In this wide-ranging conversation we talk about:

‣ Big challenges for UK publishers

‣ Measuring attention 

‣ Supply chain optimisation 

‣ The rise of audio advertising plus more.

Phil Barden is the author of the book Decoded, The Science Behind Why We Buy, and the MD of Decode Marketing, a company that leverages decision science to empower brands to maximize marketing effectiveness.

Before joining Decode, Phil spent 25 years in senior marketing roles at brands such as Unilever, Diageo, and T-Mobile before something changed when he discovered a  'fascinating, new mental model' on how to understand why people buy.

In this episode of The Six Sells Podcast, Mike Nicholson at Six Sells speaks to Phil about that journey.

How does your brain respond to advertising? On this episode of The Six Sells Podcast, Mike Nicholson of Six Sells spoke to Shazia Ginai, UK CEO, at Neuro Insight about how our brains work, our need for human connection and narrative, how humans are wired for story, the rise of Tik Tok, brand advertising, and lots, lots more. You will not want to miss this one!

In this episode of The Six Sells Podcast, Mike Nicholson of Six Sells talks to Sergii Denysenko, CEO, of MGID, who is based in Ukraine.

As well as talking about native content, ethical advertising, supporting quality journalism and contextual advertising, Sergii talks about leading a company through war. 

In this episode of the Six Sells Podcast, Mike Nicholson at Six Sells talks with Sam Tatum, who is the head of behavioural insight at Ogilvy, and also the author of the excellent book, Evolutionary Ideas.

In the book, and this conversation, Sam unpacks some of the psychological principles that drive our decision-making and shares with us some ideas on how we might use those principles. 

Sam helps us to understand how behavioural science and evolutionary psychology can help us to solve tomorrow’s challenges, by borrowing from yesterday’s solutions.

Evolutionary Ideas is available from all good book stores and on Amazon here - https://www.amazon.co.uk/Evolutionary-Ideas-Unlocking-innovation-challenges/dp/0857197878/ref=sr_1_1?crid=3HXS22DJDC2F&keywords=Evolutionary+Ideas&qid=1659600022&sprefix=evolutionary+ideas%2Caps%2C64&sr=8-1

About Six Sells:

Six Sells is a people-marketing agency that works 1-2-1 with your execs to get ideas out of their heads, and into the newsfeed of your ideal clients with our ghostwriting and social networking training services.

In this episode of The Six Sells Podcast, Mike Nicholson at Six Sells speaks with Kira LeBlanc, Chief Marketing Officer, at Hivestack.

We talk about what has changed and what has stayed the same since the first advertising billboard was erected in 1870.

The conversation touched upon lots of topics that include:

‣ The enduring qualities of OOH

‣ The rise of Digital OOH

‣ Measurement 

‣ Outdoor in the media mix

‣ Brand safety in Digital OOH

In this episode of The Six Sells Podcast, Mike Nicholson at Six Sells talks to Charlie Cadbury, CEO, at Say it Now.

Say it Now is an actionable audio technology company that is enabling brands to create advertising that you can talk to via a voice assistant like Siri, Amazon, or Google Home.

In this episode, we touch upon the history of audio-only communication, the power of audio, some use cases on how brands are using voice assistants in their marketing today, and what the future might look like.

In this episode, Mike Nicholson at Six Sells speaks to Saint Betteridge, Chief Commercial Officer, at Picnic about a wide range of topics that include privacy-first advertising, mobile ad formats, contextual targeting, attention, and creativity in advertising. 

In truth, there is a lot more in this 30-minute conversation so give it a listen!

Want to ask Saint a question about this episode? Visit this LinkedIn post and ask him in the comments.

This episode of The Six Sells Podcast was recorded at Cannes Lions 2022! Mike Nicholson, Founder at Six Sells, speaks with Stephen Upstone, CEO, at Loop Me and the conversation touches on many different topics including advertising in a privacy-first world, creativity, the Lopp Me raise, and the future of mobile advertising to name but a few.

In this episode of The Six Sells Podcast, Mike Nicholson of Six Sells talks with Lisa Cowie from Twitter, Karen-Nelson Field from Amplified Intelligence, and JP Edwards at OMD about some brand new research around attention to advertising on Twitter.

We touched on many subjects including:

‣ How much attention is enough?

‣ Active vs Passive attention

‣ Who is responsible for creating attention, the publisher, the creative?

In this episode, a part of a series from AdWeek Europe 2022, Andrew Howe, VP of Operations, at RTB House talks about how advertisers can traverse the depreciation of the 3rd party cookie.

In this episode, a part of a series from AdWeek Europe 2022, Laura Chaibi talks about how brands grow in a positive way while tackling the measurement challenge that a fragmented media landscape creates.

Laura is the International Director of Ad Marketing & Insights, at Roku - you can connect with her on LinkedIn if you would like to hear more about her work at Roku.

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About Six Sells: 

Six Sells is a small but perfectly formed people-marketing agency, with a combined 80 years of experience in the media and advertising industry. We train and enable your sellers to get the attention of more of your ideal clients, more often, using the power of personalised ghostwritten content and LinkedIn.

In this episode, which is a part of a series from AdWeek Europe 2022, Fiona Gordon, CEO, at Ogilvy UK talks about the realisation that we are now trying to communicate to consumers through a period of perpetual change. 

First, we had Covid, then the war, and inflation, and high prices, and supply chain challenges ... the list goes on. Well worth 6 minutes of your time to listen to Fiona's thoughts.

In this episode, part of a series from AdWeek Europe 2022, Mike Follett of Lumen Research, talks to Mike Nicholson of Six Sells about brand new attention research into mobile gaming advertising with AdColony.

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About Six Sells:

Our mission at Six Sells is to help your sellers to get the attention of more of your ideal clients, more often, using social media and content.

Sellers is a term that refers to anybody from the CEO down, with a client-facing role and an interest in the revenue number.

Our training and content support helps your sellers to build their personal brands, which leads to professional success.

How do we do it?

1 - Training - helping your client-facing people to better leverage social media as a sales, marketing, and PR channel. (Never any cold spam!)

2 - Content Strategy - we help you to create a client-focused content strategy that gives your messaging consistency across all of your sellers.

3 - Content - We ghostwrite bespoke content for your sellers on a consistent, frequent basis, which helps them deliver your content strategy in their own voice.

Feel free to connect with founder, Mike Nicholson, if you have any questions - mike@sixsells.co.uk

In this episode, part of a series from AdWeek Europe 2022, Rory Sutherland, Vice-Chair of Ogilvy UK, talks to Mike Nicholson of Six Sells about how agencies add value, and how they get paid, are misaligned.

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About Six Sells:

Our mission at Six Sells is to help your sellers to get the attention of more of your ideal clients, more often, using social media and content.

Sellers is a term that refers to anybody from the CEO down, with a client-facing role and an interest in the revenue number.

Our training and content support helps your sellers to build their personal brands, which leads to professional success.

How do we do it?

1 - Training - helping your client-facing people to better leverage social media as a sales, marketing, and PR channel. (Never any cold spam!)

2 - Content Strategy - we help you to create a client-focused content strategy that gives your messaging consistency across all of your sellers.

3 - Content - We ghostwrite bespoke content for your sellers on a consistent, frequent basis, which helps them deliver your content strategy in their own voice.

Feel free to connect with founder, Mike Nicholson, if you have any questions - mike@sixsells.co.uk

In this episode, which is a part of a series from AdWeek Europe 2022, Fiona Salmon, Global VP Partnerships at Captify, talks to Mike Nicholson of Six Sells about the importance of supporting quality journalism and much more. 

Listen to how Fiona is thinking about that, sustainability, and supporting women through menopause in this episode.

In this episode, which is a part of a series from AdWeek Europe 2022, Lianre Robinson, CEO, of Codec, talks to Mike Nicholson of Six Sells about the talent gap in our industry. 

Listen to how Lianre and the team at Codec are thinking about this challenge.

In this episode, which is a part of a series from AdWeek Europe 2022, Tom Jenen, Chief Revenue Officer, at Brand Metrics talks to Mike Nicholson of Six Sells about the age-old problem of measuring the effectiveness of brand advertising. 

Listen to how Tom and the team at Brand Metrics tackle this challenge.

In this episode of The Six Sells Podcast, Mike Nicholson talks to Scott Brown, CEO, of Immersion.

Immersion helps marketers to measure consumers' emotional response to advertising and predict their resulting behaviours.

In the attention economy, our industry is fast moving towards eye-tracking studies to see what consumers look at, but with Immersion, you can also measure what a consumer felt.

Measuring Oxytocin and Dopamine and their effect on our hearts via a smartwatch is a game-changer for brands who want to understand how their advertising makes people feel.

The DDBO case study showed that Immersion could predict, with 83% accuracy, which advertisements would create the largest sales bumps.

Anybody involved in media, marketing, and advertising should listen to this podcast carefully.

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About Six Sells:

Our mission at Six Sells is to help your sellers to get the attention of more of your ideal clients, more often, using social media and content.

Sellers is a term that refers to anybody from the CEO down, with a client-facing role and an interest in the revenue number.

Our training and content support helps your sellers to build their personal brands, which leads to professional success.

How do we do it?

1 - Training - helping your client-facing people to better leverage social media as a sales, marketing, and PR channel. (Never any cold spam!)

2 - Content Strategy - we help you to create a client-focused content strategy that gives your messaging consistency across all of your sellers.

3 - Content - We ghost-write bespoke content for your sellers on a consistent, frequent basis, which helps them deliver your content strategy in their own voice.

Feel free to connect with founder, Mike Nicholson, if you have any questions - mike@sixsells.co.uk

In this special episode of The Six Sells Podcast, our usual host, Mike Nicholson, passes over the mic to Caroline Mastoras, UK President, at Bloom who interviews our fantastic panel of guests:

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Note: Apologies for the few sound imperfections throughout this episode - we recorded live on LinkedIn and appeared to have a few network connection issues, but it is well worth ignoring those to enjoy this wonderful conversation! 

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⦿ - Caroline Mastoras of Bloom UK (co-presenter)

⦿ - Hannah Buitekant of MailOnline

⦿ - Nicola Wardell of Specsavers

⦿ - Sue Unerman of MediaCom

⦿ - Ellie Edwards-Scott of The Advisory Collective

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⦿ - Our guests were talking about #breakthebias, and the questions included:

⦿ - What does breaking the bias mean to you? 

⦿ - The importance of about the importance of asking the right questions and creating a psychologically safe space for those conversations to take place without fear of recriminations. 

⦿ - Allowing people to come to work as themselves, and not be forced to fit into a pre-existing culture. 

⦿ - How we must get things out into the open? 

⦿ - Challenging gender stereotypes and much more.

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About Bloom:

We’re on a mission to ensure women have equal opportunity in the communications industry, by harnessing the power of their real voices. We strive to spearhead industry change, futureproof women’s careers, and pay it forward for the next generation.

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About Six Sells:

Our mission at Six Sells is to help your sellers to get the attention of more of your ideal clients, more often, using social media and content.

Sellers is a term that refers to anybody from the CEO down, with a client-facing role and an interest in the revenue number.

Our training and content support helps your sellers to build their personal brands, which leads to professional success.

How do we do it?

1 - Training - helping your client-facing people to better leverage social media as a sales, marketing, and PR channel. (Never any cold spam!)

2 - Content Strategy - we help you to create a client-focused content strategy that gives your messaging consistency across all of your sellers.

3 - Content - We ghost-write bespoke content for your sellers on a consistent, frequent basis, which helps them deliver your content strategy in their own voice. 

Feel free to connect with founder, Mike Nicholson, if you have any questions - mike@sixsells.co.uk

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In this episode of The Six Sells Podcast, Mike Nicholson speaks with Simon Kvist Gaulshøj, CEO, at Adnami about the importance of creative impact in the attention economy

This was originally recorded live on LinkedIn as a part of The Six Sells Podcast LIVE series on the attention economy.

www.sixsells.co.uk

Mike Nicholson of Six Sells talks to Kai Henniges of video intelligence about the role of context in driving attention and recall to both advertising and content.

video intelligence built AI technology to firstly help publishers contextually match video content to words in an article at scale. They also help advertisers to plan contextually relevant, quality environments for video advertising across over 1,000 sites globally, so Kai is well placed to talk with authority about how context drives attention. 

In the previous episode, Mike Nicholson spoke to Jonathan Waite, Global Head of Activation, at Havas Media Group, and Michael Follet, MD, Lumen Research about using eye-tracking to measure attention to advertising, and context was one of the levers that drive attention.

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About Six Sells:

Our mission at Six Sells is to help your sellers to get the attention of more of your ideal clients, more often, using social media and content in the shape of short stories that lead towards your products and services.

Sellers is a term that refers to anybody from the CEO down, with a client-facing role and an interest in the revenue number.

Our training and content support helps your sellers to build their personal brands, which leads to professional success.

How do we do it?

(1) – Training:

Helping your client-facing people to better leverage social media to identify, connect and engage with the people who have influence over the decision to buy from you.

(2) – Content Strategy:

We help you to create a client-focused content strategy that gives your messaging consistency across all of your sellers.

(3) – Ghost-produced content:

We ghost-write bespoke content for your sellers on a consistent, frequent basis, which helps them deliver your content strategy in their own voice.

www.sixsells.co.uk

In this episode of The Six Sells Podcast, Mike Nicholson, founder of Six Sells, talks to Jonathan Waite, Global Head of Activation, at Havas Media Group, and Michael Follett, Managing Director, of the eye-tracking company, Lumen Research. 

In this episode, we talk about the attention economy and dig into what it means to be able to measure actual consumer attention to ads.

Please hit subscribe and follow Six Sells on LinkedIn for news of future episodes, which will include conversations with:

⦿ - Kai Henniges, CEO, video intelligence, talks about context as a key driver of attention and recall with online video advertising.

⦿ - Prof. Karen Nelson-Field, Founder and CEO, Amplified Intelligence, and Lisa Cowie, Head of Agency Research, Twitter talking about measuring attention and some of the key findings of research to date.

⦿ - Simon Kvist Gaulshøj, CEO, at Adnami, about high impact creativity and the advantage that lends to brands in an attention economy.

⦿ - Lisa Hale, Head of Social Media, at Specsavers, on using humour and distinctive brand assets to attract and maintain consumer attention.

Please feel free to follow Mike Nicholson on LinkedIn for info on future episodes

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About Six Sells:

Our mission at Six Sells is to help your sellers to get the attention of more of your ideal clients, more often, using social media and content in the shape of short stories that lead towards your products and services.

Sellers is a term that refers to anybody from the CEO down, with a client-facing role and an interest in the revenue number.

Our training and content support helps your sellers to build their personal brands, which leads to professional success.

How do we do it?

Helping your client-facing people to better leverage social media to identify, connect and engage with the people who have influence over the decision to buy from you.

We help you to create a client-focused content strategy that gives your messaging consistency across all of your sellers.

We ghost-write bespoke content for your sellers on a consistent, frequent basis, which helps them deliver your content strategy in their own voice.

www.sixsells.co.uk

In this episode of The Six Sells Podcast, Mike Nicholson talks to Ben Rosser, Sales Director, of Say it Now.

Since time began, the human voice has been used to communicate. From town criers to the telephone, and today technology has expanded the opportunities to use our voice. Ben talks to us about how brands are leveraging the power of voice by using voice-based assistants and actionable audio ads.

Well worth a listen!

Marco Bertozzi has been in the media and advertising industry for 25 years, working at media agencies and most recently, Spotify, before launching his own company, Bertozzi49.

Marco describes his career as being signposted by multiple periods of taking something nascent and going on a journey to scale. Whether that be the digital revolution, the programmatic transformation of our industry, or the growth in audio at Spotify.

In this episode of The Six Sells Podcast, Mike Nicholson talks to Marco about high-performing media sales teams.

The conversation is wide and varied, and we cover why the focus of your sellers shouldn't only be on the people who 'sign the cheques'. It is important to get as many touches, across different channels as possible within the people who have influence over buying, both agency and client-side.

In this episode of The Six Sells Podcast, Mike Nicholson talks to John Wittesaele, EMEA CEO, at Xaxis.

Lots of great insights from John including how Xaxis are thinking about context and first-party data as a replacement for 3rd party cookies, Apple's IDFA privacy changes, e-commerce, video and more.

The 10 Trends from Xaxis that Mike and John reference in this podcast can be found here - https://www.xaxis.com/insights/blog/top-10-trends-in-programmatic-2021/