Allen Adamson is an industry expert in all disciplines of branding. He has worked with a broad spectrum of consumer and corporate businesses in industries ranging from packaged goods and technology to health care, financial services, hospitality, and entertainment.

In this episode we discuss:

• Why Skype died
• The joy of a 1 page document
• Switching from client to agency side
• HBO’s great approach to working with interns
• Why diversity is important and why we need to think beyond optimisation
• The lessons we learn from talking to customers
• How Ford changed how they think
• The lessons from Apple’s Genius Bar
• How to spot problems in business
• What we learn teaching students

Find all the show notes, including Allen's contact details, on the main episode page.

Dave Birss is an educator, a recovering creative director and man used to spelling his last name over the phone.

In this episode we discuss:

• Why producing unique work is hard
• What a creative director really does
• How Dave became a leading voice in AI
• Where AI can really help companies
• Where AI shouldn’t be used
• Why Dave won’t ever be employed by the Belfast Tourist Board

Recommendations

• Drive: The surprising truth about what motivates us by Daniel Pink
• Dave’s LinkedIn Learning courses
• Dave's books

Dave Birss

Dave Birss has quickly established himself as the top AI instructor on LinkedIn Learning. His first AI course on the platform has attracted over 100,000 students and receives rave reviews daily.

Beyond teaching, Dave advises numerous companies on practical AI implementation, including leading Fortune 500 firms.

He has launched the Sensible AI Manifesto to provide organizations of all sizes with guidance on incorporating generative AI into their activities in the most effective ways.

In addition to his AI expertise, Dave is an acclaimed author, speaker, and broadcaster on the topics of innovation, creativity, and ideation. He speaks professionally at events around the world, wowing audiences with his insights and humour.

Dave has authored several bestselling books dissecting the creative process, including “How To Get To Great Ideas,” “A User Guide To The Creative Mind,” “Friction,” and “Iconic Advantage.” Find them all here. His upcoming book will focus on applied AI.

Dave has taught university courses on multiple continents, from Singapore to Santiago and New York to Newcastle.

He is an occasional broadcaster, having written, directed and presented the 6-part TV series “The Day Before Tomorrow” in the UK. Dave also wrote and presented the world’s first Virtual Reality history documentary “Secret Spaces.” And he has lent his expert commentary to news programs on the BBC and Channel 5.

With his prolific output across books, courses, speaking, advising, and broadcasting, Dave Birss has established himself as a leading global authority at the intersection of creativity, innovation, and AI.

He’s currently working on more courses, a video series, a couple of books and releases content on an almost daily basis. Find Dave on LinkedIn or at DaveBirss.com

Host - 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 LinkedIn or Instagram.

Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released.

If you enjoyed the show, please give it a 5* rating.

In this episode I review Daryl’s incredible hour on the podcast. I could have featured every single word she said, but instead I focused on

• Insights being the rocket fuel of marketing

• Why diversity matters

• How to plan a marketing career (spoiler alert: it’s hard)

Links

Daryl’s episode

Dove Real Women campaign

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 LinkedIn or Instagram.

If you want the podcast emailed to you sign up for it on the Eximo Marketing website.

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

Andi Jarvis, Eximo Marketing.

Daryl is a CEO, NED and Author. Perhaps best known as the architect of Dove’s “Campaign for Real Beauty”, Daryl’s career includes leadership roles in brand owners, media and advertising agencies.

In this episode we discuss:

• Diversifying marketing’s talent pool
• THAT Dove campaign
• The Brand Book
• The other books Daryl didn’t write
• Being a NED
• Marketing at Vodafone

Daryl Fielding

Workwise, she now combines board roles with a part time role as a charity CEO. She is a Trustee of The British Heart Foundation, The Academy of Ancient Music and Pelican Cancer Foundation and a Non Executive Director at the Association of Chartered and Certified Accountants.

She is part-time CEO of The Marketing Academy Foundation, which she co-founded, a Registered Charity enabling career starts for young adults from disadvantaged backgrounds. She has held executive director roles at Vodafone, Mondelez, Independent Newspapers and Ogilvy Advertising.

Daryl has just published “The Brand Book” a practical, no-nonsense guide to brands drawing on her personal experience and other world class examples and enjoys delivering keynote speeches on brands, marketing and diversity and inclusion.

Find Daryl on LinkedIn

Book Recommendations

Daryl’s book is The Brand Book: An insider’s guide to brand building for businesses and organisations

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 LinkedIn or Instagram.

If you want the podcast emailed to you sign up for it on the Eximo Marketing website https://eximomarketingstrategy.com/signup/

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

Andi Jarvis, Eximo Marketing.

In this episode I review Seth Godin’s podcast, through the lens of a theoretical fight between Seth and Mark Ritson!

• Tesla’s price cut – who was right?

• The power of storytelling

• Changing ourselves to change the world?

Links Storytelling on Strategy in Praxis with JP Castlin

Mark Ritson on Tesla 

Mark Ritson on the Strategy Sessions

David Mannheim 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 LinkedIn or Instagram.

If you want the podcast emailed to you sign up for it on the Eximo Marketing website.

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

Andi Jarvis, Eximo Marketing.

Seth Godin is an author, a marketer and a climate activist but most of all he’s a teacher. He’s also an incredible podcast guest.

In this episode we discuss:

• A $50billion mistake
• What the internet has in common with the rail road and oil
• Open v closed systems
• Wheeler’s Which and the value of the old school
• Smallest delightable audience (SDA™️)
• Tesla and crossing the chasam
• Cows, concrete and carbon footprint
• Pricing carbon fairly
• Was Gandhi right?
• How to write a book

Seth Godin

For more than thirty years, Seth has been trying to turn on lights, inspire people and teach them how to level up. His blog has been appearing daily for more than a decade.

He has spent most of his professional life as a writer, publishing 20 bestselling books that have been translated into nearly 40 languages. These books are a great way to go deep into a concept, and he hopes many of them stand the test of time.

Along the way through his career, Seth has found countless detours, interesting projects, designed to inspire and entertain you as you continue to do your work.

His latest book is called THE PRACTICE. Like the one before, THIS IS MARKETING, both were bestsellers. The one before that was called Your Turn. It’s illustrated and shareable and provocative.

In 2015, Seth created the altMBA. It’s a life-changing 30-day workshop and it’s entirely possible it will change your life. It’s now part of Akimbo, which is now an independently owned entity, a B corp, creating new ways to learn. More than 60,000 people have taken his online courses, including The Marketing Seminar and several on Udemy.

He’s a member of the Guerrilla Marketing Hall of Fame, the Direct Marketing Hall of Fame and, just recently, the plain old no-modifier Marketing Hall of Fame. Which is pretty cool.

You can read Seth’s free ebooks on the placebo effect and education. And there are five TED talks. He also pioneered ethical online direct marketing, now a $30bn a year industry.

Seth is an industry leader and marketing royalty. To use his words: “Go, make a ruckus.” 

Book Recommendations

Find Seth at seths.blog

The Master Switch: The Rise and Fall of Information Empires by Tim Wu.

All Seth’s books in one place

Other Links

Neal McCullough – Hand Drawn Creative, the man behind that beautiful bit of artwork

Big Marketing Meet Up – where I first met Seth and has a 2024 date already released... 14 November. Tickets available now.

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 LinkedIn or Instagram.

If you want the podcast emailed to you sign up for it on the Eximo Marketing website.

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

Andi Jarvis, Eximo Marketing.

In this episode I review Rory’s second appearance on the Strategy Sessions. It’s a riot, as always, and covers hotels, trains and movies.

The couple of bits I picked to focus on are:

• Rory’s most recent episode

• Rory’s first episode
• The LinkedIn post I reference
• Tom Critchlow’s episode on the 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.

Rory crashed straight into the top of the charts on the Strategy Sessions when he was on the first episode, so he came back for part 2.

In this episode we discuss:

• The father of behavioural economics

• What Columbo can tell us about strategy

• Why we should embrace accidents and post rationalisation

• Why the death of the creative process and insights is a problem for advertising

• The doorman fallacy

• Is performance marketing focusing on the wrong thing

• Start with the bottom of the funnel

• The importance of ‘commercial innovation’

• Premium economy and why it works

• Price v quality

• Rory’s view on cinema

• Why Britain gets trains wrong

• What parking at Heathrow tells us about customer behaviour

• Start with the consumer and work backwards

• Why the average is the enemy

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?

Chris Rock and Evolutionary Psychology

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 LinkedIn or Instagram.

If you want the podcast emailed to you sign up for it on the Eximo Marketing website.

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

Andi Jarvis, Eximo Marketing.

A review of David Mannheim's Strategy Session episode. Solo episode with Andi Jarvis.

Shot live on location in Santo Domingo (watch it on Spotify or YouTube if you can - the fact it looks like a pit lane interview from F1 is entirely accidental).

I cover the Friedman Doctrine and why brands matter to people.

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 LinkedIn or Instagram.

If you want the podcast emailed to you sign up for it on the Eximo Marketing website.

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

Andi Jarvis, Eximo Marketing.

David built and sold an agency and now runs Made With Intent, the tool that could transform ecommerce. He’s also a MASSIVE Disney fan.

In this episode we discuss:

• Learning the lesson of being too business obsessed
• What Disney can teach us about customer focus
• How Manchester United have messed up personalisation
• How Made With Intent is trying to change the personalisation space
• Selling a CRO agency
• Movie reviews with Dave & AJ (yes, I still love Con Air)

David Mannheim

David is a big kid, a big Disney fan and a big geek. He founded User Conversion which was acquired by Brainlabs and now the author of The Person in Personalisation.

His mission is to help retailers care more for their customers by listening, being appropriate, being familiar and creating a relationship. He is doing that through his new start up, Made With Intent, a platform that helps retailers do just this by diligently understanding customer intent.

Find David on LinkedIn.

Book Recommendations

The Person in Personalisation by, erm , David Mannheim

Moneyball: The art of winning an unfair game by Michael Lewis

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 LinkedIn or Instagram.

If you want the podcast emailed to you sign up for it on the Eximo Marketing website.

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

Andi Jarvis, Eximo Marketing.

This is the first solo episode of the Strategy Sessions.

In this episode we discuss:

• What a dog poo podcast is
• Lessons from the BHM Mini Series
• Why Kevin’s episode had a major impact on me
• What equality through education means

If you dive back into the archives, you’ll see I used to do a solo section in each episode but that died about the same time as Covid restrictions lifted.

After some feedback from friends, colleagues and people at conferences, I’ve decided to introduce a few shorter episodes that discuss issues the guests raise in more depth. This won’t replace the normal length episodes, it’s an additional treat for you. Aren’t you lucky.

Let me know if you like the new format.

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 LinkedIn or Instagram.

If you want the podcast emailed to you sign up for it on the Eximo Marketing website.

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

Andi Jarvis, Eximo Marketing.

Thierry is Bradford’s second best marketer (after your not-so-humble host!), a data expert and a product inventor.

In this episode we discuss:

• The joy of a non linear path
• Learning from our community
• Why Bradford is bouncing
• How fusing ideas, cultures and thoughts creates greatness
• Launching his first product
• What’s the worst that could happen
• You are not your customer
• Launching a peanut butter
• Monetising bull semen (yes, you read that right)
• Using data to tell stories
• Why people are the most important part of data (not just a dashboard)
• How AI can impact data collection and usage

Thierry Ngutegure

Thierry is the Head of Data Insight at SALT.agency. Overseeing SALT's data and insight product offering, which combines our renowned SEO and content proposition with a data-driven strategy - helping clients become more visible and execute their growth strategy.

The data team's wealth of experience, comprehensive understanding of data analytics, data-led PR and SEO best practices is invaluable in driving clients data-centric growth, including campaigns for the likes of Showpiece, Whiskey Investment Partners, GAME, Missguided, PrettyLittleThing, M&S, Monzo and GoCompare.

Find Thierry on LinkedIn and Instagram

Thierry’s Products Beers can be found here, here and here.

Mothernutter peanut butter

Black Knights Tequila

Book Recommendations Scary Smart by Mo Gawdat

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 LinkedIn or Instagram.

If you want the podcast emailed to you sign up for it on the Eximo Marketing website.

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

Andi Jarvis, Eximo Marketing.

Ikram Mohideen is the Chief Strategy Officer at Shift Integrated, an independent agency in Sri Lanka.

In this episode we discuss:

• Why quant doesn’t tell you everything
• The importance of testing and radical thinking
• Focus on effectiveness
• Marketing and advertising in a difficult economic climate
• Lessons from judging awards
• Does positioning exist

Recommendations

• LondonSEOXL ⁠ - use code Andi20 to get 20% off a ticket
• Good Strategy / Bad Strategy by Richard Rumelt
• Social Class in the 21st Century by Mike Savage
• The Black Swan: The Impact of the Highly Improbable Paperback by Nassim Nicholas Taleb

Other links

• James Hayhurst on agency client relationships
• JP Castlin on why language matters in marketing

Ikram Mohideen

Ikram currently leads strategy at Shift Integrated – an independent, fully-fledged creative

agency based in Colombo, Sri Lanka.

At Shift he is the custodian of the “effectiveness culture”, focused on creating a culture that

combines rigour, creativity, and data, to help make work that really works.

He previously worked at Nielsen in consumer insights, specializing in brand equity research,

and afterwards at Leo Burnett, helping to grow brands in CPG, telco, banking, finance, and

real estate.

Working together with clients and research partners, he is currently engaged in establishing a

brand and advertising strategy practice built upon marketing science.

Find Ikram on LinkedIn

Strategy Sessions Host - 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 LinkedIn or Instagram.

Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released.

If you enjoyed the show, please give it a 5* rating.

Find the full audio transcription here: https://eximomarketingstrategy.com/focus-on-effectiveness-with-ikram-mohideen-strategy-sessions-podcast/

Collette Philip runs multi award-winning brand and strategy consultancy, Brand By Me. Brand by Me help organisations build brands that drive social justice.

In this episode we discuss:

• Knowing when a space isn't for you

• How divide and conquer works in the workplace

• Importance of language

• Clarity in brand strategy

• Hallmarks of bad brand strategy

• The history of Brand By Me

• Focus and specialisation

Collette Philip

Collette Philip runs multi award-winning brand and strategy consultancy, Brand By Me. Brand by Me help organisations build brands that drive social justice. Collette started life in advertising, before moving brand-side.

She has worked with, on and for a breadth of amazing brands for over 20 years, - from household names to amazing charities, including Starburst, Clearasil, McDonald's, T-Mobile, EE and Barnardo’s children’s charity. It was her love of brands and fire for justice that led her to launch Brand by Me, in 2016. Today Brand by Me are in high demand with clients such as Wellcome Trust, Amnesty International and Santander.

Collette is a celebrated writer and speaker featured in Third Sector, Campaign, Forbes and on BBC Radio 4. Brand by Me was named a “Small Business of 2021” by Lloyds Bank and The Times and this year, Collette was recognised as one of Campaign magazine's "40 over 40".

Collette is also Chair of Trustees at Abram Wilson, a music charity that inspires, connects and opens doors for minoritised young talent in the music industry.

You can find out more about Collette at collettephilip.com.

Book Recommendations

What White People can do Next by Emma Dabiri

The Good Ally by Nova Reid

The List by Yomi Adegoke htt

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 LinkedIn or Instagram.

If you don’t get the podcast emailed to you, 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.

Kevin Morosky is a Virgo, film director, and creative. He’s a community leader, a change maker, an author and a fascinating podcast guest.

In this episode we discuss:

• A love letter to Black women
• Being black and queer and how that inspired Kevin’s first book
• How life influences the creative process
• Pocc & the community around it
• The influence of Biggie Smalls
• How to spot bad briefs from brands

Kevin Morosky

Kevin’s career began in film photography, with his work seeing him published in the likes of Dazed, ID, and Vogue to name just a few - if you bought mags in the early 10s, you probably saw his work inside.

Aware of the fact he was often brought onto advertising projects as a diversity hire, with little say in the actual content he was shooting, Kevin worked to get on the other side of the ad industry. He quickly became a creative known for pursuing authentic - and often humorous - storytelling that felt inclusive and insightful, challenging the norms of the industry. His dedication to the culture paid off; as well as co-founding Pocc, a Black British Business Awards-nominated creative network that champions Black and Brown voices in advertising, Kevin’s also Jury President of the D&AD New Blood Awards 2021.

As a film director, Kevin’s portfolio spans both commercial and personal work. He frequently self-directs his ad campaigns, which has seen him work for the likes of Samsung, O2, Vodafone, and Lush. Recent personal works include a quintet of short films (Lungs, Laundry, Moon, Homes and Quantum) examining what it means to be Black in 2020 Britain, and Orphans: a Queen’s thoughts at Christmas starring Susie Wokoma.

Kevin is currently self-financing More Time, a workplace mockumentary, and is developing his first feature with the BBC.

Kevin’s Books

Black Women Always

Book Recommendation

Edge of Here by Kelechi Okafor

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 LinkedIn or Instagram.

If you don’t get the podcast emailed to 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.

Anu has worked in Paid Search since 2008, with experiences in agencies, brands and tech companies. She’s also the founder of London’s PPC Live meet up.

In this episode we discuss:

• Why paid media isn’t all spreadsheets and data
• How the PPC Live event started and why ‘done is better than perfect’
• PPCChat and how that became a podcast
• The role of traditional ads in PPC success
• The future of Google ads

Anu is passionate about ensuring that Paid Search is done right and for the benefit of each individual business so as to ensure business goals, not just channel growth.

She is heavily involved with the wider Paid Search community, which has led her to host the podcast #PPCChat Roundup as well as set up an in-person PPC meet-up in London called PPC Live UK. She loves seeing search managers learn, grow and find new things to test.

Find Anu on Twitter (or X or whatever) or LinkedIn

• Tickets for the next PPC Live UK Event (26 October 2023)  
• Apply to join the Slack Group
• Join WhatsApp Group (>450 members)

 

Book recommendation Lost and Founder: A Painfully Honest Field Guide to the Startup World by Rand Fishkin 

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 LinkedIn or Instagram.

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, Host & Eximo Marketing

Sherice Anibaba learned her marketing fundamentals at McDonald’s restaurant . Her career spans senior roles held at Britvic Soft Drinks, Speedo as Global Head of Brand, and is currently at Greene King as Head of Brand.

In this episode we discuss:

• Lessons from McDonald’s
• Staying customer centric
• How innovation really works
• Innovation within a heritage brand
• The benefits of The Marketing Academy
• Why it’s important to pay it forward

Sherice Anibaba Sherice learned her marketing fundamentals at McDonald’s restaurant . Her career spans senior roles held at Britvic Soft Drinks, Speedo as Global Head of Brand, and is currently at Greene King as Head of Brand.

She was a 2020 Marketing Academy scholar and believes in paying it forward mentoring marketing students and junior marketers , she believes in belonging for all and uplifting the next generation of leaders.

Find Sherice on LinkedIn.

Black History Month

This is the first in a mini series of podcasts for Black History Month. Throughout October, we're celebration some of the best black marketing talent from the UK, with episodes of 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 LinkedIn or Instagram.

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.

Eyup and welcome to the Strategy Sessions!

We're back with the 4th season on Tuesday October. All the usual interviews you'd expect - this time with improved production. 

We're starting Season 4 with a mini-series-within-a-series for Black History Month (BHM) throughout October. 

I'll be releasing an episode a week throughout the month, featuring some of the best black marketing talent that we have in the UK. American fans might be wondering why BHM is a different month in the UK than in the US and I DON'T KNOW but please drop it in the comments if you do know! 

Make sure you follow the show on your podcast platform to get notified of new episodes.

Andi Jarvis

Host & Strategy Director

https://eximomarketingstrategy.com/

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.

James Hayhurst is former MD of Leagas Delaney, Global Brand Equity Director for OMO/Persil at Unilever and the Founder of the Magic Sauce Course.

In this episode we discuss:

• What makes great creative
• Why the agency / client relationship break down
• The importance of talking to your customers
• The Parents Promise

• LondonSEOXL ⁠ - use code Andi20 to get 20% off a ticket
• How Brands Grow by Bryon Sharp

James started his career agency-side BMP DDB (now Adam&Eve DDB) as a grad trainee. During his time there he worked on award-winning campaigns for Volkswagen, Channel 4 and the Teacher Training Agency amongst many other UK and international clients. In 2012 James joined Leagas Delaney as Managing Director running the London office, and managing brands including Glenfiddich, Patek Philippe and Timberland.

James decided to try his hand at client-side marketing by joining Unilever in October 2014 as the Global Brand Equity director for OMO/Persil, Unilever's third biggest brand and sold in 80 countries globally. James was attracted by the brand positioning of Dirt is Good and Unilever's commitment to sustainable living and during his four years James helped position the brand as one of Unilever's fastest growing purposeful brands.

Whilst there James was struck by what he 'didn't know he didn't know' when he'd been an agency MD about client culture and decision making. He also began to appreciate how alien agency culture appeared to many clients, and that they hadn't been given the instruction manual of how to 'operate' their agencies. There was an empathy gap on both sides that needed bridging.  The Magic Sauce Programme was the result.

The Magic Sauce programme helps clients and agencies to work more effectively, efficiently, enjoyably and profitably together.  It does this by improving the understanding and importance of relationship dynamics, communication and wider team chemistry.  It also offers a behaviour change and measurement framework to improve relationship quality over time.

Find James on LinkedIn or visit the website https://magicsaucecourse.co.uk/

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 LinkedIn or Instagram.

Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released.

If you enjoyed the show, please give it a 5* rating.

RecommendationsJames HayhurstStrategy Sessions Host - Andi Jarvis

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

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 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.

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

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 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.

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

Twitter https://twitter.com/thetenzer

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

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 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.

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

Lidia Infante is Head of SEO at SurveyMonkey. Lidia has over a decade of marketing experience and a strong focus on SEO and content strategy. She also LOVES data.

In this episode we discuss one tip that can boost your career and finding a partner by applying marketing principles to dating.

Recommendations

• Andi writing for JP Castlin’s Strategy in Praxis blog about storytelling
• Red and blue ocean strategy in HBR
• Never split the difference by Chris Voss
• LondonSEOXL - use code Andi20 to get 20% off a ticket

Lidia Infante

Lidia holds a BSc in Psychology and a Master's in Digital Business, she has made her mark at companies such as Sanity.io, BigCommerce, and Rise At Seven.

Lidia is recognized as a leading voice in the SEO community. She is an exceptional SEO speaker, regularly featured at top-tier events such as MozCon, BrightonSEO, or WTSFest. She often writes about SEO trends and best practices for Moz, Search Engine Journal, and the Wix SEO Hub.

Strategy Sessions Host - 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 LinkedIn or Instagram.

Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released.

If you enjoyed the show, please give it a 5* rating.

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

Catherine is a long time listener to the Strategy Sessions and good friend. It’s an honour to hand over the reigns for this episode – the first I don’t feature on! – to Catherine.

In this episode we discuss the highlights from the episodes featuring Aleya Harris, Geraldine DeRuiter and Emma Mallett that made up the Women’s History Month Mini Series.

Catherine McKernan

Catherine is an accomplished marketing professional with over 10 years’ experience across the manufacturing, engineering and hospitality industries. She’s currently the Marketing Manager for the Galgorm Collection – the premium hotel group from Northern Ireland.

Catherine is highly strategic with a creative mind, who matches her marketing skills with empathy and a calm composure that gets the most out of her team. You’ll often find Catherine with a book, writing, baking or at a gig.

Find Catherine 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 LinkedIn or Instagram.

Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released.

If you enjoyed the show, please give it a 5* rating.

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

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. 

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 

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.

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

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 

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. 

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 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.

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Andi Jarvis, Eximo Marketing.