In this episode of The Six Sells Podcast, Mike Nicholson spoke to Luca Filardo, who is the Chief Revenue Officer at Adlook.

Luca’s impressive career spans business intelligence, digital marketing, operations and business development within companies including Adlook, Index Exchange, Re.Birth Distribution, AudienceScience and Softlab S.p.A.

Here are some of the topics we discussed in this episode.

Meaningful outcomes and marking your own homework

Optimising and media metrics

Planning, buying and measurement

The accessibility of the Open Web

How the investment in AI widens the audience

How independent open web publishers can deliver meaningful business outcomes

The importance of a unified view

How publishers can improve views on their site

Direct relationships with publishers and advertisers

AI and natural language at the briefing stage

Challenging how spend supports the outcome

Brand advertising and ROI

Reporting on exposures and optimal frequency

Free press and fuelling democracy

Providing the tools for marketers

Walled gardens, the Open Web and supporting publishers

Real time insights and optimising in real time

Moving forward as an industry

Parity within the landscape

Simplifying the Open Web and making it more accessible

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 140 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email hello@sixsells.co.uk

Who is Six Sells?

Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.

Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.

With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Chris Platt who is the Founder and CEO of Dig In. Chris has spent a decade analysing youth behaviour and has built the UK's largest first-party youth database. He helps brands navigate the chaos of digital marketing with attention solutions that deliver global campaigns to 500,000 university students each year.

Here are some of the topics we discussed in this episode.

Delivering samples to students and studying their behaviours

Gen Z and the independent shopping opportunity

Lifestage marketing and brands

Selling before brand allegiance is fixed

How a brand conversation can be an ice-breaker

Authenticity and how the mood changes with the Gen Z market

How Gen Z’s filter and discriminate effectively with advertising choices

The digital hangover

Gen Z’s and multi screening

How social media excavates our time and attention

The reactive algorithm and trust

Physical world marketing and how it sticks

The definitive shared need and reaching them at this point

The ABC1 household and spheres of influence

Driving ongoing purchase behaviour

User generated content and creating an online buzz

The first move advantage

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 140 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email hello@sixsells.co.uk

Who is Six Sells?

Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.

Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.

With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Carly Activille, who has over 20 years of advertising experience working across digital, print, magazines, newspaper, demand gen, programmatic, podcasts, and events.

Carly’s background spans the Daily Mail, Express, ReachLocal, Publications UK, Dennis, Future and now Audience Q where she is the Managing Director. A proud member of MEFA, she describes herself as data driven and an omnichannel enthusiast!

Here are some of the topics we discussed in this episode.

Starting out in regional press

How personal circumstances can affect career progression

Challenges and how they shape women in the workplace

Talking about IVF and the grief of baby loss

Being a voice and support for others

The importance of protected leave

Enabling leaders to have difficult conversations

Nurturing leaders and championing your team

Mutual respect, safe spaces and team culture

Mentorship and lifting others up

Harnessing lived experience to answer questions

Believing in yourself and keep doing what you’re doing

Being visible and putting yourself forward

LinkedIn, events and podcasts

Never questioning your value

Find the places that know your worth

Growth, encouraging and championing your team

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 100 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email hello@sixsells.co.uk

‍

Who is Six Sells?

Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.

Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.

With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

In this episode of The Six Sells Podcast. Mike Nicholson of Six Sells talks to Michael Nevins, Chief Marketing Officer, at Equativ. 

In this conversation, we touched upon many subjects including:

‣ Putting the consumer first 

‣ Privacy-first advertising 

‣ Contextual targeting 2.0

‣ Measuring attention

‣ The importance of creative 

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

We touched on many subjects including:

‣ How much attention is enough?

‣ Active vs Passive attention

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

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

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

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

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About Six Sells: 

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

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

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

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

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About Six Sells:

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

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

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

How do we do it?

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

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

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

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

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

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About Six Sells:

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

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

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

How do we do it?

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

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

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

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

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

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

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

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

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

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

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Ollie Deane, former Director of Commercial Outdoor and DAX at Global, Agency Group Head at Clear Channel and now Co-Founder of The GoodNet - winner of Campaign’s Start Up of the Year 2025 Award.

Here are some of the topics we discussed in this episode.

Understanding the UN definition of sustainability

Sustainability as a transformational challenge

The opportunity and the challenge

Meaningful progress within sustainability

Sustainability as a business driver

Sustainability as a driver for performance

The three C’s - content, carbon and corporate

The metrics to put in place to reach your bigger goals

Chasing progress over perfection

Brands and responsible manifestos

Programmatic, carbon and wasted energy

Curation within the industry and the levers that can be pulled

Licensing data and activating media

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 100 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email hello@sixsells.co.uk

‍

Who is Six Sells?

Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.

Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.

With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

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

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

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

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

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

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

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About Six Sells:

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

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

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

How do we do it?

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

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

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

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

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

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

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

⦿ - Hannah Buitekant of MailOnline

⦿ - Nicola Wardell of Specsavers

⦿ - Sue Unerman of MediaCom

⦿ - Ellie Edwards-Scott of The Advisory Collective

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

⦿ - What does breaking the bias mean to you? 

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

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

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

⦿ - Challenging gender stereotypes and much more.

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About Bloom:

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

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About Six Sells:

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

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

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

How do we do it?

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

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

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

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

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

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

www.sixsells.co.uk

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

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

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

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About Six Sells:

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

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

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

How do we do it?

(1) – Training:

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

(2) – Content Strategy:

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

(3) – Ghost-produced content:

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

www.sixsells.co.uk

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

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

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

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

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

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

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

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

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About Six Sells:

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

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

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

How do we do it?

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

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

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

www.sixsells.co.uk

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

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

Well worth a listen!

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

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

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

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

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

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

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

In this episode, Mike Nicholson talks to Rob Hall, CEO of Playground XYZ about the difference between viewability and viewed as it related to digital advertising.

Please subscribe to The Six Sells Podcast wherever you get your podcasts.

You can download the whitepaper Rob mentions in this podcast here - https://playground.xyz/#whitepaper

In this episode, Mike Nicholson talks to Paul Lowrey about the recent brand survey carried out by Collective Media and with 135 media agency executives.

Interest insight into how brands will navigate digital advertising after the 3rd party cookie is gone.

At MAD//Fest North in 2026, Rory Sutherland shared a top marketing tip with Mike Nicholson. Here it is in just over one minute.

There is too much brilliance inside of Rory Sutherland to stick to 6 minutes, so this episode is a little longer than usual, but listening to Rory talk is always worth every minute of your time as I am sure you will agree.

Rory Sutherland is Vice-Chair of Ogilvy, founder of the Ogilvy behavioral science practice, a TED talk star, an author, and an advertising industry legend.

In this episode, Mike Nicholson, founder of Six Sells, asked Rory the question "What Behavioural Science can teach us about the power of context in advertising?"

🎧 - Listen now to hear what Rory had to say.

In this episode of The Six Sells Podcast, Mike Nicholson talks to Nick Hewat.

Nick has previously held senior roles at Capital Radio, Virgin Radio, Absolute Radio before popping down the headphones and picking up the broadsheets - formerly at The Telegraph, and most recently at The Guardian.

In this episode Nick shares some of his hard-fought lessons, and also talks about his views on the current media and advertising landscape.

Some of the areas we talk about include:

The promise of premium media v the reality?

Contextual targeting and first-party data, the answer to the cookie-pocalypse for the Washington Post and others?

The rise of e-commerce and direct to consumer selling.

How some people with the word marketing in their title can’t define clearly what it means.

The advice that you should never move jobs for more money.

Why you should never ask for your gazpacho soup to be heated up in front of clients.

Joanna Burton is currently Chief Strategy Officer at ID5.

Previously Joanna has worked agency side as well as at 3 SSPs, 2 DSPs and two ad networks.

In this micro-podcast Joanna talks to Mike Nicholson about the Cookiepocalypse, what that means for advertising. The question Joanna has roughly 6 minutes to answer is "The 3rd party cookie is crumbling ... what does it mean for programmatic advertising?

You can find the podcast on LinkedIn where Joanna can answer any follow-up questions in the comments.

#programmaticadvertising #3rdpartycookies #marketing #advertising #digitaladvertising #sixsells #peopleshapedmarketing 

Jon Mew is a bloody legend, but if you don't know who he is then this is for you:

Jon Mew is CEO of the IAB in the UK. In this podcast, he delivers 6 key insights, in 6 minutes, and in a format that as the founder of Six Sells, I wish I had thought of earlier but may yet steal in the future!

In this episode, Mike Nicholson, founder of Six Sells, provides the filler and Jon tells us what to look for this year.

You can join the conversation with Jon via Linkedin by clicking on this post.

In Episode Fourteen of The Six Sells Podcast, we talk to three stellar guests about InHousing. 

Mike Nicholson from Six Sells speaks with our special guests today who are:

🎙 Nicola Wardell, MD at The Agency, Specsavers

🎙 Richard Kanolik, Head of Programmatic at Vodafone

🎙 Rich Coles, Owner, Traffic Rich

We talk about lots of things including:

The cultural differences of working in external and internal agencies?

The key business challenges brands are trying to solve by in-housing?

Who owns the relationship with media owners?

How internal and external agencies work together

Much more as well ...

Welcome to the very first micro-podcast from Mike Nicholson at Six Sells.

In this first episode, Mike Nicholson spoke to Peggy Anne Salz about personal branding. 

The idea for the '6 minutes with' series is this - I will briefly introduce the guest and the topic, and then my guest will have around 6 minutes to give their thoughts, ideas, and insights.

That means that the whole episode will be less than 10 minutes, making it easier for you to squeeze it into your busy schedule.

The shorter format will, I hope, lead to more smart people sharing more insights, more often! 

Hope you enjoy it!

Mike

In episode thirteen of The Six Sells Podcast, Mike Nicholson interviews Paul Gubbins of Publica about the rise of CTV

In the last 15 years mobile as a marketing channel has gone from near zero to hero status on every marketer's plan.

In this episode of The Six Sells Podcast, Mike Nicholson interviews David Murphy who has been there every step of the way, interviewing, listening, and writing about mobile. David is editor and co-founder of Mobile Marketing Magazine and in this episode, he looks back at the last 15 years.

As we take a stroll down memory lane, we hear comments from mobile legends such as Mark Cody, Mark Challinor, Ben Rosser, and Lee Fels.

Remember WAP? Remember when Nokia and RIM ruled the mobile world? Remember mobile advertising before the iPhone?

This is the last episode of 2020, so I would like to take this opportunity to wish you all a very merry Christmas and a happy new year!

In this episode, Mike Nicholson interviews Phil Smith, Director General, of ISBA about the impact and consequences of their ground-breaking and award-winning Programmatic Supply Chain Transparency Study.

In May 2020, ISBA published the findings of their Programmatic Supply Chain Study.

This report was the first of its kind funded by UK advertisers and ISBA and the study was carried out by PwC

The study with a remit to:

* Identify each element of the supply chain

* Understand the services delivered and the costs applied at each stage

* Provide a transparent picture by mapping supply chains from start to finish, using real market data.

The results were widely covered at the time, with the headlines largely focussing on:

* The ‘unknown delta’ of unattributed spend averaged 15% in this study

* The percentage of advertiser spend that reached publishers (“working media”) averaged 51%

In this episode of The Six Sells Podcast, Mike Nicholson talks to Damian Corbet, the author of the book 'The Social CEO'

Today, we live in two worlds, the physical world and the digital one. The attention being paid to social media channels in the digital world is huge, and having a human voice or voices that represent your company on these platforms is so important.

People like people, they listen more when other people talk, they engage more with other people (than with brands) and they buy from people.

Listen to Damian and Mike talk about the many benefits a 'People-Shaped' approach can offer your b2b business.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Dean Harris, Head of Co-Op Media Network, accountable for commercial strategy, proposition development, marketing, operations. Innovation and team leadership.

Here are some of the topics we discussed in this episode.

The decision behind creating a retail media network

Separating the proposition away from supermarket grocery retail media towards convenience retail media

The big punch of a small shop

Treating the network as a brand  

The importance of positioning

Challenging the status quo about small baskets

Trust and the importance of people

Events that signal credibility

Easy to buy, easy to serve and easy to sell

Sharing the proposition, the evidence, creating curiosity and having the conversation.

The importance of relationships

Varied purchase cycles and the serendipity of B2B

The importance of being visible on LinkedIn with your personal brand

Familiarity, trust and credibility

The convenience environment and the shopping mindset

Brand equity, loyalty, trial and non negotiables

The mission based approach

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 100 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email hello@sixsells.co.uk

Who is Six Sells?

Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.

Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.

With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

Episode Nine of The Six Sells Podcast is a conversation around digital advertising fraud.

In the early days of media it was always possible for a marketer to see their advertising in situ, but not so in today's programmatic digital world.

In this episode, Mike Nicholson of Six Sells hosts Dr. Augustine Fou, a digital marketer of 25 years who become an Ad Fraud Investigator "because he had to"

Dr Fou talks about how the size of the problem, how fraudsters are stealing millions of pounds, and how ad fraud "Is an incentive problem, not a technology problem".

Dr. Augustine Fou is a digital marketer of 25 years, and currently, an independent ad fraud auditor, consulting for advertisers and publishers. He was the former Group Chief Digital Officer of Omnicom's Healthcare Consultancy Group, a $100 million group of 8 agencies serving pharma, medical device, and healthcare clients.

Dr. Fou also taught digital strategy and integrated marketing at Rutgers University and NYU's School of Continuing and Professional Studies. Dr. Fou completed his PhD at MIT in Materials Science and Engineering at the age of 23. He started his career with McKinsey & Company and previously served as SVP, digital strategy lead at McCann/MRM Worldwide.

ARTICLES / PUBLICATIONS:

https://www.forbes.com/sites/augustinefou
https://www.linkedin.com/today/author/augustinefou
http://www.slideshare.net/augustinefou/presentations

CAREER SUMMARY:

GROUP CHIEF DIGITAL OFFICER, Healthcare Consultancy Group (An Omnicom Company)
MCKINSEY & CO, Advanced Professional Degree
CLIENT SIDE (American Express) / AGENCY SIDE EXPERIENCE (Omnicom, IPG)
ADJUNCT PROFESSOR (Rutgers, NYU)
AUTHOR / COLUMNIST (Forbes, ClickZ, MediaPost)
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23

Disclaimer: The views expressed in this podcast do not necessarily reflect the views of Mike Nicholson or Six Sells Limited.

Episode eight of The Six Sells Podcast welcomes not one, not two, but three special guests to talk about their new book.

Belonging is a book about working together to build a better, kinder workplace.

Our special guests in this episide are:

Sue Unerman, Chief Transformation Officer, Mediacom.

Kathryn Jacob OBE, Chief Executive, Pearl & Dean.

Mark Edwards, Mindfulness, Creativity, Storytelling and Pitching consultant, trainer and coach

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Mike Nicholson from Six Sells hosted as usual, and we discussed a number of topics including:

What does a better, kinder workplace look like to you?

Communication - do people know what they can and can't say?

The possible danger that hiring managers are hiring in their own image, and trying to fit into the culture they have today, not the culture they want tomorrow.

The importance of listening, empathy, and understanding.

What can today's leaders do to build a diverse workforce?

Rory Sutherland was a copywriter and creative director at Ogilvy for over 20 years, before founding Ogilvy’s behavioral science practice

He is the author of two books, Wiki Man and Alchemy, and has given three absolutely fantastic TED Talks in Life Lessons from an Ad Man, Sweat the Small Stuff, and Perspective is Everything.

Rory is also a Fellow at The B2B Institute and coined the phrase 'marketing is a mindset' (not a department or cost centre).

Liam Brennan has spent 15 years working in media agencies and is currently the Global Director of Innovation at Mediacom in London.

In this episode of the Six Sells Podcast, Mike Nicholson talks to Liam Brennan about how sales and marketing to agencies has changed during the lockdown as face-to-face opportunities went away, and how to be successful. 

We talked about automated emails at 11am on a Tuesday and how that might be the wrong strategy, and also about innovation, the need for diverse agencies teams and lots more.

Does childhood adversity create entrepreneurs?  What do Bill Gates, Richard Branson, Steve Jobs, and Elon Musk have in common? How big a marketing opportunity is social media for businesses, and how can you build your audience from scratch?

In this episode, we talk to multi-millionaire Rob Moore, who is an entrepreneur, author, CEO, mentor.

A fascinating insight into Rob from childhood to today, and how he used social media to build millions in revenue.

We live in an attention economy. 

If you are in and sales, marketing, or communications role, your first job is to capture somebody's attention. Without attention, no communication can take place.

In this episode of The Six Sells Podcast, Mike Nicholson has a fascinating conversation with Mike Follett from Lumen Research about attention.

In Episode three of the Six Sells podcast, we talk about attention. 

What is attention, how do we get it and what can we learn from Playground XYZ who measure human attention on digital advertising? Attention is fleeting and so fragile, yet it is absolutely vital to the success of all sales and marketing communications. Without attention, no communication can take place.

Ben Dimond is Head of EMEA for Playground XYZ.  He has spent 18 years in media and advertising roles starting at a media agency, before moving to a mobile advertising network and finally setting up Playground XYZ in Europe.

Playground XYZ is on a mission to master the art and science of maximizing consumer attention. The company has built the world’s first technology stack that integrates visual attention measurement, analytics, and media optimization called the Attention Intelligence Platform.

Welcome to episode two of The Six Sells Podcast.

In this episode, we talk to Mark Challinor about the past, present, and future of news media publishing.

Mark has held senior roles at Trinity Mirror, Associated Newspapers, and The Telegraph as well as within the trade organisation INMA (International News Media Association).

This conversation starts off talking about Mark's recent battle with the COVID-19 virus before taking us back to news media in the 1990's, before bringing us up to 2020, and then thinking about what the future holds.

Follow on Twitter - Mark Challinor, Mike Nicholson or Six Sells

Welcome to episode one of The Six Sells Podcast.

In this episode we talk to Matt Stockbridge, former Growth Analytics at Mondelēz International (think Cadbury's).

Matt spent 15 years the first 15 years of his career at Taylor Nelson/ AGB / Kantar and his work included U&As, Conjoint, Pricing and Portfolio management looking after clients including Procter & Gamble, Unilever, McVities, Nestle, Johnson & Johnson, and GSK.

Ten years ago Matt moved to Cadbury, which became Kraft and is now Mondelēz International. At Mondelēz, Matt was asked to set up the analytics practice for their chocolate business in Europe and was also pivotal in the partnerships built with Google, Facebook, Twitter, Oath, and Snap.

Today Matt runs his own business, Trinity Projects, and is focussed on helping brands to make better evidence-based decisions.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Lucy Verby who has 20+ years of experience in the agency sector heading up strategy at PHD, Dentsu and Carat before founding her strategic consultancy We Are Masterplan - teaching everything from critical thinking, to pattern recognition and tailoring approaches to both customers and clients. Lucy is also the Founder and Chair of UN//SCENE a creative and marketing festival designed to platform fresh thinking and new voices.

Here are some of the topics we discussed in this episode.

The whisper becomes a shout - the transition to running a company and the reformation of priorities

The powerful, the powerless and the pointless - the importance of shaping and reclaiming the media narrative

Defining strategy and lining up behind a definition that works

The optimal path to your goals within your resources

Articulating your strategic platform and avoiding word salads

Shifting mindsets and getting from point A to point B

The importance of teaching strategy and reflecting consumer mindsets

The myth that only certain people are good at strategy and avoiding gatekeeping

Unlocking the potential of your whole team

The process and the practice of strategy

Strategy as a team sport and taking the pressure off

Finding the opportunities to drive growth and uncover what is useful

Critical thinking and pattern recognition

What growth looks like and differentiation in the marketplace

Accepting and absorbing AI and the importance of critical thinking

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 100 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email hello@sixsells.co.uk

‍

Who is Six Sells?

Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.

Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.

With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to advertising royalty Patrick Collister, Custodian of The Caples Awards, creative guru, ad trainer, honorary Fellow of the IPA and author extraordinaire about his distinguished career.

Here are some of the topics discussed:

Writing the ‘Accrington Stanley, Who Are They?’ Milk ad and the story behind it

Hiring planners to test a hypothesis and test patterns within data to drive insights

Getting signoff from everyone including Ian Rush, to Liverpool FC to Margaret Thatcher

The proudest ads of Patrick’s career from ‘The Water in Majorca’ to Heinz Baked Beans

Making ads memorable and the difference between the 80’s and today

Left brain advertising and the importance of featuring relatable characters and people

The process of writing a TV ad

The ingredients of the perfect ad and the three P’s - people, plot, place

Importance of creativity and change

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 100 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email hello@sixsells.co.uk

‍

Who is Six Sells?

Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.

Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.

With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Steve Filler, whose roles span brand, display, video, CTV, interactive creative, branded content, publishers, programmatic and SAAS sales, with a real strength in crafting and delivering sales strategies that cut through the clutter. Currently Country manager UK at the ShowHeroes Group he thrives on building best in class commercial teams.

Here are some of the topics discussed:

Scale within CTV and uptake in interest

Buying and the key teams involved in the process

Growth in retail media

The role of video in campaigns

Targeting the right ad to the right person

The importance of unified platforms and contextual segmenting

AI in the marketplace - the positive and the negative

Acceleration of AI generated content and the importance of brand safety

Users reaction to AI and the need for genuine human experiences

The growth of CTV and the players within the space

Innovation and investment in research into ad effectiveness and user experience

More education within the CTV space and the opportunities that are available

Measuring advertising success

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 100 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email hello@sixsells.co.uk

‍

Who is Six Sells?

Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.

Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.

With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Gemma Legg. Gemma has 22+ years in global sales and marketing including The Telegraph and Google and has now launched her own company Leggacy-Inc helping organisations achieve a truly inclusive culture where everyone can thrive. 

Here are some of the topics discussed:

Understanding and recognising bi-polar and autism.

The grief of a diagnosis and how it affects families.

Creating a circle and protecting yourself.

Being a chameleon and masking.

Risk taking, catastrophising and manic episodes.

Psychological safe spaces and DEI.

Accommodations and inclusivity.

The launch of Leggacy and creating impact.

Breaking down the stigma of a diagnosis and celebrating the differences.

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 100 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email hello@sixsells.co.uk

‍

Who is Six Sells?

Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.

Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.

With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

AI in Media with James Harris, VP of Planning & Strategy WPP, on The Six Sells Podcast.