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

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.

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

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.⁠

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.

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

His insights will blow your mind!

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

In this episode we discuss:

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

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

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

· Measure twice and cut once in planning for your ads

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

· Art directors v copywriters

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

· Why no one cares about your ads

· The attention economy and algorithms

· Marketing is more like seduction than war

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

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

· Does advertising work

Mike’s Book Recommendations

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

Mike Follett

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

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

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

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

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing.

Aaron Ahuvia PhD is the world’s leading scientific expert on brand love.

In this episode we discuss:

• How the brain works and what we know about love
• What it’s like working with Philip Kotler
• How we define love and why it matters to marketers
• How to build brand love
• What to do when brand love isn’t something you should aspire to 
• Anthropomorphism and why brands talk to us
• Why stories matter
• Why the IKEA effect works (but not for me!)
• What Lisa Marie Presley can teach us about B2B marketing (really)
• What to do if people fall out of love with your brand

Aaron Ahuvia

Dr. Aaron Ahuvia is a Professor of Marketing at the University of Michigan-Dearborn and holds an appointment in the College of Engineering’s program on Human Centered Design as well as at the UM-Ann Arbor’s Penny W. Stamps School of Art and Design.

He completed his Ph.D. in Marketing at Northwestern University’s Kellogg Graduate School of Management, where he worked with Professor Philip Kotler (‘the father of modern marketing’).

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.

Recommendations

• Aaron’s book, The Things We Love
• Creating Superfans by Brittany Hodak
• Lidia Infante on the Strategy Sessions talking about using data on dating apps

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. 

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.

What's upcoming in Strategy Sessions, the new podcast from Eximo Marketing

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

In this episode

· The rise of nudging

· How and where nudging is used

· What behaviour insights does at BUPA

· The ethics of nudging people

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

· Behavioural insights at Ogilvy

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

· Why we need qual and quant data

· The science behind menus

· People being chimps in shoes

· How you can manage stress better

Digital Marketing Strategy Course

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

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

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

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

Friends Of

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

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

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

Juliet’s Book Recommendations

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

Misbehaving: The Making of Behavioural Economics by Richard Thaler 

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

Burnout: Solve Your Stress Cycle by Emily and Amelia Nagoski 

Juliet Hodges

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

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

Find her on:

Twitter https://twitter.com/hulietjodges

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

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing.

Splitit is the new kid on the block in the Buy Now Pay Later (BNPL) industry. It recently had an IPO, is listed on the Australian Exchange and is going through a period of incredible growth.

The CEO, Brad Paterson, is the main guest on Episode 6 of the Strategy Sessions and talks about his journey from marketing to the top job.

Before joining Splitit, Brad accumulated a wealth of knowledge over nearly two decades working with some of the world’s most successful payment companies, including Intuit, PayPal, and Visa. He also ran a successful sports blog, Round Eight and we discuss all of this and more in the show.

We’ve got a T.O.P.T.I.P from Sam Taylor, Technical SEO Consultant with Evolved Search in Newcastle. Evolved have a stack of clients in the financial services sector and are a seriously impressive agency.

You also get 10 minutes from me, talking about the 7 Questionsframework I use with clients.

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

Brad Paterson – CEO, Splitit
Brad is an Aussie living in Northern California, running BNPL provider Splitit.

Prior to this role, he was Intuit’s VP of Marketing, leading the go-to-market team responsible for the US QuickBooks Online revenue and customer outcomes. His responsibilities included the strategy, sales, marketing, and general business operations for the QuickBooks Online portfolio.

Before moving Stateside, Brad served as Intuit’s VP of Asia-Pacific and Global Operations, driving business growth in critical international markets. He also served as PayPal’s Head of Merchant Services, Asia-Pacific and Visa’s Director of Consumer and Emerging Products for Australia and New Zealand, among other roles at the two companies.

You can connect with Brad on Twitter @OzDane where he talks work and Aussie sport or LinkedIn where it’s all work.

His book recommendations are:
Trillion Dollar Coach: The Leadership Handbook of Silicon Valley’s Bill Campbell by Eric Schmidt
Originals: How Non-conformists Change the World by Adam Grant
The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers by Ben Horowitz

Also worth checking out Brad’s tweet about kangaroos roaming the streets of Australia.

T.O.P.T.I.P from Sam Taylor
Sam has worked in SEO for 8 years and is Technical SEO Consultant at Evolved Search, where she provides technical and onsite consultancy to a range of large ecommerce and finance clients, including household names such as Ocean Finance, thinkmoney, and River Island.

She organises the Newcastle Search meet-ups and was shortlisted for Young Search Professional of the Year at the 2019 UK Search Awards.

Find Sam on Twitter @_spamtaylor or LinkedIn.

Andi Jarvis
The blog I wrote about the 7 Questions framework is available at EximoMarketingStrategy.com/7questions.

If you have any questions about the 7 Questions or anything that was discussed in the show, the best place to get me is on Twitteror LinkedIn.

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

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

We discuss:

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

Show Notes

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

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

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

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

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

Sedge’s two books are:

140 Ultimate Twitter Lols
Make Instagram Your Business

Seen Connects website
Find Sedge on LinkedIn or Instagram

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

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

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

Andi Jarvis, Eximo Marketing.

James Hurman does a lot. He’s a strategist, a creative, an entrepreneur, an investor, a teacher and a great bloke.

In this episode we discuss:

• The lessons from ancient cultures
• The power of delegation
• Making not drinking cool AF
• Influencer partnerships with the Kardashians
• The story behind Tracksuit, the brand tracking platform
• How James approaches brand names
• Why you can be fun in B2B
• Becoming an investor using a different thesis to most VCs
• The impact of Binet & Field on marketing
• The ‘problems’ with Binet & Field’s work
• Sharing the success of his agency with his team

James Hurman

Over the course of his advertising career, James won more than 50 awards for advertising effectiveness. In 2013, he was named the world’s number-one strategic planning director.

Since then, James has co-founded and scaled multiple global brands, including brand health trackerTracksuit and non-alcoholic canned cocktail producerAF Drinks. He also foundedPreviously Unavailable, a venture studio that helps startups create new products, scale business ventures, and build their brand. 

James has published multiple books; the most recent,Future Demand, explores how startups can expand beyond their initial audience of early adopters. He’s also authored multiple marketing effectiveness studies, including “The Effectiveness Code” and “The B2B Effectiveness Code.”

• https://www.jameshurman.com 
• Khloe Kardashian and Kris Jennerpromoting Free AF on LinkedIn orInstagram
• The power on emotion in brand buildingJames writing in Marketing Week
• Three books by Jonathan Haidt:The Anxious Generation,The Happiness Hypothesis andThe Righteous Mind

Strategy Masterclass with Seth Godin

I’m doing a series of strategy masterclasses with Seth Godin in 2025. If you use codeEximo (capital E) then you’ll be able to grab a ticket for £225 instead of the full rate of £265.

You get to work with Seth, who will be joining remotely from his NYC studio, with me in the room and the team from Horrible Brands to help out with brand strategy. These events have been put together by the Event Queen Treena Clarke.

Ticketsavailable from here.

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 orInstagram.

Make sure you subscribe to get the podcast directly orsign 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 show page including transcription, here: https://eximomarketingstrategy.com/tracksuit-marketing-with-james-hurman-strategy-sessions-podcast/

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

Featuring Nick Baughan and Gil David

Facebook, Inc

In this episode we discuss:

· A career in agencies and moving to Facebook

· Managing the scale of advertisers at Facebook

· How agencies can interact better with FB

· What skills agencies might need to succeed

· The role of the data analyst v ad buyer

· Government regulation of Facebook

· Brand safety

· Ad placements and content

· New social platforms and how competition drives the product forward

· The rise of ecommerce solutions on Facebook products

Nick’s Book Recommendations

The War of the Poor by Éric Vuillard

The Order of the Day by Éric Vuillard

Important Links

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

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

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

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

Nick Baughan

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

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

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

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

Gil David

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

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing.

Nils Wimby is an experienced leader in marketing with a strategic mindset and a proven track record of generating value.

In this episode we discuss:

Strategy Masterclass with Seth Godin

I’m doing a series of strategy masterclasses with Seth Godin in 2025. If you use code Eximo (capital E) then you’ll be able to grab a ticket for £225 instead of the full rate of £265.

You get to work with Seth, who will be joining remotely from his NYC studio, with me in the room and the team from Horrible Brands to help out with brand strategy. These events have been put together by the Event Queen Treena Clarke. Tickets available from here.

The full show notes, including transcript can be found here.

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

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

In this episode we discuss:

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

Podcast Recommendations

How To Fail with Elizabeth Day 

High Performance Podcast

Shaun Wane episode 

Shaun Wane on the BBC

History of Les Mills 

Digital Marketing Strategy Course

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

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

Amy Smith

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

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

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

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

Find Amy on LinkedIn.

Andi Jarvis

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

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

In this episode we discuss:

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

Noémie El-Maawiy

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

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

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing.

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

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

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

In this episode we discuss:

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

· Conducting real market research and understanding your target market

· Asking the right questions

· Giving people hope

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

· Design thinking

· Running a kickstarter fundraising programme and the challenges of that

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

· Regaining hope and building a circular project

Leti’s Book Recommendations

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

Leticia Galdón

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

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

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

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

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

Find Leti here:

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

Email: smile@paz.ai

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing.

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.

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.

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.

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

In this episode we discuss:

1. How to define strategy

2. The ambiguous language of marketing and strategy

3. Frameworks and structure for strategy

4. Strategy and execution and how they work together

5. Being humble as a strategist

6. Complexity theory and how to use it in strategy

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

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

9. Hat tip to Tom Critchlow

10. Using theory to inform your practice

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

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

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

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

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

Book Recommendations

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

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

Strategy in Praxis newsletter by JP Castlin 

Invisible Gorilla by Christopher Chabris 

How Brands Grow – Byron Sharp 

Strategy Synthesis – Bob De Wit and Ron Meyer 

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

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

Other Links

Luke Carthy on the Black Friday episode 

Nick Baughan from Facebook (now Meta) on the podcast 

Mike Follett from Lumen Research on the podcast 

Digital Marketing Strategy Course

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

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

Sign up for the programme here.

JP Castlin

The best place to find JP is Twitter or LinkedIn

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing

Duane runs Take Some Risks, a Toronto based agency that helps ecommerce and DTC brands grow through strategy, PPC marketing, and data.

Top 3 things in this episode:

• Moving from delivery to strategy for clients
• Staying nimble in the face of changes by Google and Meta
• Lessons on pricing from the luxury sector

Duane Brown

Duane has been called an international man of mystery and digital nomad by friends. He has lived in 6 cities across 3 continents and visited 50+ countries around the world.

Over the years Duane has had the opportunity to work with brands including LARQ, Birdies, Pela Case, The Lost Co and Tiger Companies.

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.

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/

Rachel runs marketing at Equitas and her own fashion brand, Ivy Haven. We explore the similarities and differences!

This is the final episode in the 2024 Black History Month mini series.

In this episode we discuss:

• Setting the ambition for a DEI in NI event
• Celebrating small wins
• SaaS marketing for a start up
• Positioning the right message to the right customer
• Talking to customers
• Not copying your competitors
• Similarities between running a B2C fashion brand and marketing a B2B SaaS brand

A full transcript and show notes can be found on the ep homepage.

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.

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.

Suzanne is the Director CEE, Google Customer Solutions and a long time Googler.

In this episode we discuss:

• Planning (or not) for a career
• How digital marketing has changed in the 25 years
• Has brand loyalty changed over the years
• Do you need to be always on with your marketing
• Talk to your customers
• Working across counties and customs
• Using AI as a BFF
• What companies are worried about with AI (it’s not what you think)

The full episode page, including links and a transcription can be found here: https://eximomarketingstrategy.com/customer-insight-with-suzanne-claassen-strategy-sessions-podcast/

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

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

In TEWNN, we talk about

· Being Mary Poppins on steroids

· Disruption and TBWA’s approach to it

· Why ‘brand’ isn’t a fluffy term

· T shaped v I shaped marketers

· How the government has communicated it’s COVID messaging

· Why creative is essential

· Media and messaging being best mates

· Formal education v learning on the job

· Hun wines

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

· The power of being yourself

· A T.O.P.T.I.P for everyone

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

Links to stuff we talked about on the show

Hun Wines launch campaign

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

All the different COVID comms from the government 

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

Sound the excuse 

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

Katie’s Book Recommendations

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

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

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

Find Katie here:

Twitter: https://twitter.com/K_Jackson_01

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

And Finally

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

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

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

Andi Jarvis, Eximo Marketing.

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

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

In this episode we discuss:

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

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

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

· Why you should be cautious with extrapolation and test yourself

· eBay and the power of brand in paid search

· eBay and how not to do digital advertising

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

· Does retargeting actually work?

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

· Building brands to increase your pricing power

· Long and short term effects of advertising

· Should all marketing metrics be tracked back to sales?

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

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

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

· What B2C marketing and B2B marketing can teach each other

· Using marketing to help roll out the COVID vaccination programme

· The value of marketing education for senior teams

Koen’s Book Recommendations

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

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

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

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

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

Empirical Generalizations about Marketing Impact by Mike Hanssens

The Smart Marketing Book by Dan White

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

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

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

Andi Jarvis, Eximo Marketing.

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.

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.

This episode was supposed to celebrate some of the great stuff in the US marketing world. Then George Floyd was murdered. I nearly binned the whole episode but thought it would be more useful to use the platform to say something about his murder, and also discuss what it's like being black in the UK.

Along with that discussion, we also feature Rand Fishkin and Greg Gifford.

Rand Fishkin is the cofounder and CEO of SparkToro, a new tool for audience intelligence and market research.

Rand talks about what it's like in the US during COVID, the launch of SparkToro and the marketing lessons he picked up along the way at Moz. He also talks about his future predictions for Google and what that might mean for the rest of us. He previously cofounded and led Moz, the SEO software company.

You can find Rand on Twitter and please do check out his new venture SparkToro, a seriously impressive tool.

Rand’s book recommendations are:

Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It by April Dunford

No Hard Feelings: Emotions at Work and How They Help Us Succeed by Liz Fosslien and Mollie West Duffy

Great By Choice: Uncertainty, Chaos and Luck - Why Some Thrive Despite Them All by Jim Collins

And Rand’s own book, which I’m recommending not him! Lost and Founder A Painfully Honest Field Guide to the Startup World

Greg Gifford is the Vice President of Search at SearchLab and has over 17 years of online marketing and web design experience. He's an in-demand (and hilarious) conference speaker who lives for an obscure movie quote. Watch his T.O.P.T.I.P if you want to know how you can use Google My Business to help your local rankings.

Greg is on Twitter and LinkedIn and his Local Search Tuesdays is well worth checking out.

Andi Jarvis

Best place to get me is on Twitter or LinkedIn - I’d love to hear what you think of the show and if you’d like to discuss any of the issues raised today.

Want to see examples of the different approach the media takes with the Royals.

See Noel Clarke’s tweet about his movie and read my post about being black in Northern Ireland and my experience of being cropped out of a press photo.

Not sounding white on your CV / resume - press report covering all the studies.

“The Windrush scandal was not an accident” read more here.

The stats for Black and Ethnic Minorities being fined more for COVID related violations.

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

Andi Jarvis, Eximo Marketing.

The Strategy Sessions… A marketing podcast.

Episode 2 ‐ P&G Tips

Marketing lessons from a career in consumer marketing. Featuring Dan Rubel and Facebook ads advice from Gil David

Dan Rubel has worked at Procter and Gamble (which is where the rubbish P&G Tips episode name came from), Shop Direct (Very and Littlewoods) and is currently Customer Communications and Brand Director for Dixons Carphone, owner of Currys PC World and Carphone Warehouse. They’re the biggest electrical retailer in the UK (our equivalent of Best Buy) and Dan is responsible for all the brand communications.

In this episode he talks about what really matters to customers, how to make great advertising, the importance of recruiting the right people and the things he learned in his years at P&G - still the gold standard for a graduate marketing role. Andi follows Dan by talking to agency owners about what they need to do as they bounce back from the impact of Coronavirus (COVID-19) and we round up with Gil David (Run DMG) sharing a T.O.P.T.I.P for making your Facebook ads deliver improved returns.

Show Notes

You can find Dan on Twitter and LinkedIn.

Dan mentions the following books and campaigns:

Jim Collins – Good to Great

Jim Collins – Built to Last

Campaigns Mentioned by Dan

Mylene Klass for Pantene

Currys PC World’s new lockdown ad

Walmart’s drive through campaign

Hun’s campaign for wine in a can and Hun’s Instagram is worth looking at

T.O.P.T.I.P from Gil David

GIl runs Run DMG, a Facebook Ads agency / consultancy based in Belfast and working with clients around the world.

Gil is on Twitter and LinkedIn or you can find him at the Run DMG

Andi Jarvis
Best place to get me is on Twitter or LinkedIn - I’d love to hear what you think of the show.

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.

Carrie Rose runs Rise at Seven, the Search-First creative agency from the UK that’s taking over America.

In this episode we discuss:

• Business is just business
• Positioning for fast fashion
• Saying no to new business
• Using values in your agency
• When to say no to clients
• The Rise at Seven story
• The role of data in decision making
• Strategy v tactics

Strategy Masterclass with Seth Godin

I’m doing a series of strategy masterclasses with Seth Godin in 2025. If you use code Eximo (capital E) then you’ll be able to grab a ticket for £195 instead of the full rate of £265. See the link below for full details.

The show notes, links and transcription can be found on the Eximo Marketing website.

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

In this episode we discuss:

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

Learn Inbound

Monday 13 March, The Alex Hotel, Dublin

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

Andrew Tenzer

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

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

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

Socials

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

Twitter https://twitter.com/thetenzer

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

Everything Else

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

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing.

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.

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

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

In this episode we discuss:

· Product development and the Lightyear start up story

· Positioning and why it’s so hard

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

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

· Running a bootstrapped business

· Surviving and thriving through COVID 19

· Dealing with hyper growth

· Marketing planning when the future is uncertain

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

· The importance of talking to customer services and support

· Measuring performance (KPIs and OKRs)

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

· Product teams v marketing teams

· The Belfast start-up scene

· Running a team in Belfast and Sydney

· Why we should all focus on climate change

Chris’s Book Recommendations

· LinkedIn and Medium for bite-sized content

· https://www.finextra.com/

Other Stuff We Talk About In The Show

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

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

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

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

Lightyear are everywhere!

https://www.lightyear.cloud/

https://twitter.com/lightyearcloud

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

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

https://vimeo.com/lightyearcloud

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.

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.

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.

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.

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

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.

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.

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

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

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

In this episode we discuss:

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

Tom Critchlow

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

Book Recommendations

Legible Practises by Helsinki Design Labs 

Recipe for Systemic Change by Helsinki Design Labs

 7 Powers: The Foundations of Business Strategy by Hamilton Helmer

Other Things We Talk About

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

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

Digital Marketing Strategy Course

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

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

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

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing.

Luxury goods is an attractive sector. High end, non essential consumer products that are household names for most people, even though you may never own any of them.

Ashley McDonnell has spent the last 6 years working in Paris at the crossroads of digital and retail within the fashion and beauty industries. She began her career with a luxury e-retailer, and then joined LVMH Group as a digital analyst, working with luxury houses such as Louis Vuitton and Fendi to drive digital transformation.

If you don't know who LVMH are, you'll know their brands. The initials LVMH stands for "Louis Vuitton Moët Hennessy" and holds brands like Moet, Krug, Dom Perignon, Kenzo, Marc Jacobs, Bulgari, TAG, Tiffany & Co... you get the picture. 

Ashley also led digital strategy for Dior's Travel Retail division within LVMH, focusing on capturing the opportunity of Global Chinese Travellers. She's now at Google, managing full-funnel digital projects for the world’s leading luxury brands - helping brands achieve excellence through technology.

We talk about sustainability, advertising, how marketing works in luxury and how you end up in Paris from Galway. 

We've got two T.O.P.T.I.P.S in this episode, with Emma Burdett and Danielle Phillips sharing their knowledge. Emma talks about reviews on Google My Business and Danielle talks about internal comms as staff come back from COVID furlough. 

I pick up the baton from Dan and keep talking COVID, but from a marketing perspective. My plea: focus. There's so much noise to DO MORE STUFF, but focus your marketing and magic will happen. 

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

You can find Ash on LinkedIn and Instagram.

Some of the people and projects that were mentioned on the show were:

Georgi Dan making fashion from recycled inner tubes

Northern Irish designer JW Anderson

Loewe Spanish designer

Ash’s book recommendations are:

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands by J N Kapferer and Vincent Bastien

Alibaba: The House That Jack Ma Built by Duncan Clark

T.O.P.T.I.P from Emma Burdett

Emma is Web & Digital Marketing Manager for Visit Belfast in, well, Belfast. She’s talking about Google My Business, more here.

Emma is on Twitter and LinkedIn and is always great fun to talk to.

T.O.P.T.I.P from Danielle Phillips

Danielle is the Founder at Inside Out Communications Consulting.

Danielle is on LinkedIn you should look her up.

Andi Jarvis
Best place to get me is on Twitter or LinkedIn.

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

The Strategy Sessions… A marketing podcast. 

Episode 12 ‐ Black Friday A Discussion With Luke Carthy

You know the drill. 

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

Yes, Christmas is coming. 

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

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

Highlights of the discussions include: 

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

Links We Discuss 

Eugene Wei’s Invisible Asymptotes 

Discontinued products blog 

Blue Array’s Mastering in-house SEO book 

Luke X

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

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

Luke Carthy 

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

Find Luke here… 

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

Andi Jarvis 

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

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

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

Andi Jarvis, Eximo Marketing

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 Mallett is in marketing and business development for a B Corp. She also helps young marketers build a career, via her Concrete Club platform and podcast.

In this episode we discuss:

• Working for a B Corp
• How marketing and sales can work better together
• Building a career
• Fighting back from life threatening adversity  

Recommendations

• Waking the Tiger: Healing Trauma: The Innate Capacity to Transform Overwhelming Experiences by Peter A Levine
• Juliet Hodges on the Strategy Sessions (the person who speaks about fight or flight response)

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.

Take The Heat, is out now. It’s a series of essays about food, feminism and fury.

In this episode we discuss:

• Promoting a book
• The story behind If You Can’t Take The Heat
• Dealing with internet trolls
• Creativity

Geraldine's Links

• If You Can't Take the Heat: Tales of Food, Feminism, and Fury
• The blog where it all started, I Made the Pizza Cinnamon Rolls from Mario Batali’s Sexual Misconduct Apology Letter
• Geraldine’s review of Bros, Lecce
• All Over the Place: Adventures in Travel, True Love, and Petty Theft

Other Links

Lunchtime Learning in Belfast

Geraldine DeRuiter

Geraldine DeRuiter is an acclaimed author, world-renowned public speaker, and the voice behind the award-winning Everywhereist blog.

She finds it very difficult to be self-promotional, so she hopes that you understand how hard that last sentence was for her to write.

Time magazine named Everywhereist one of their blogs of the year in 2011. Her memoir, All Over the Place, was published in 2017.

While ostensibly a travel writer, Geraldine also writes about dessert, feminism, and Jeff Goldblum’s entire filmography. TIME Magazine described her work as “consistently clever” and The New York Times said her writing was “dark and hilarious”. Her blog has received accolades from The Independent, Forbes Magazine, and The Huffington Post, because sometimes features editors get drunk.

When not on the road with her long-suffering and infinitely patient husband, Rand, Geraldine can be found in Seattle, usually fighting with people on the internet.

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.

For a full transcription of this podcast, visit the episode page on the Eximo Marketing website.

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.

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.

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.

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.

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.

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

In this episode we discuss:

1. Strategy v tactics and how they should work together

2. How to present strategy to clients

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

4. How Oatly came about

5. Positioning Oatly to dominate a new category

6. Being brave as a consultant

7. Old Spice and how they use consumer insight

8. Are personas any use?

9. Do funnels add value to presentations and strategies?

10. Brand purpose – Instagram v reality

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

12. Aris’ background and how he got into strategy

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

Book Recommendations

Ogilvy on Advertising

Confessions of an Advertising Man 

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

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

Playing to Win

Creating Great Choices by Roger Martin 

Digital Marketing Strategy Course

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

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

Sign up for the programme here. 

T.O.P.T.I.P

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

Aris Stamatis

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

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

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

Find Aris on LinkedIn.

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing.

Featuring Lizzy Knights Ward

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

In this episode we discuss:

1. Life at LinkedIn

2. Content marketing and successful campaigns

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

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

5. TOPTIPS for getting the most out of LinkedIn

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

7. The joys of Google+ (RIP)

8. Being a singer-songwriter

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

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

Digital Marketing Strategy Course

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

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

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

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

Lizzy’s Book Recommendations

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

Links To Stuff We Talk About In The Show

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

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

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

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

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/

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

In this episode we discuss:

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

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

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

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

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

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

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

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

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

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

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

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

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

Episode 51 home page

Learn Inbound

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

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

In the episode we discuss:

SaaS Marketing

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

Recruitment

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

Everything Else

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

Kyle’s Book Recommendations

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

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

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

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

Things we talk about in the show

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

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

Kyle Lacy

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

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

And Twitter https://twitter.com/kyleplacy

And Lessonly are here:

https://twitter.com/lessonly

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

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

https://www.facebook.com/lessonlyapp

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

Miracle is the Head of Search at John Lewis Finance, with over a decade of experience helping global and national brands increase their visibility. In this episode we discuss: • Organic and paid search playing nicely together • The importance of brands in search • Working for the darling of the British high street • Building effective teams • The difference between Nigerian and British education • A future career for Miracle Find a full transcript and links for Miracle on the Eximo Marketing website.

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

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

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

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

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

Show Notes

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

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

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

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

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

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

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

Modern Wisdom podcast

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

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

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

Contact Ineke at inekehoutenbos@gmail.com.

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

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

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

Andi Jarvis, Eximo Marketing.

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

This episode was recorded live at Ulster Bank as part of our mini series for Black History Month.

It features David Levin and Charmaine McConville.

In this episode we discuss:

• The early days of social media
• The challenges of growing a start up
• Acting on advice from loved ones
• The best petrol station in Ireland
• Whether Bradford or Leeds is better (it’s Bradford)
• How race and identity overlap

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

In this episode we discuss:

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

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

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

· Is research impartial and independent?

· The history of government interventions into enterprise and entrepreneurship

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

· Why clever people believe things can be damaging.

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

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

· Why you should stop trying to predict the future.

· Planning v preparing for uncertainty

· Anti-fragile and what it means for your business

· Ready, aim, fire v ready, fire, aim

· Why people aren’t as rational as economists think

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

· Two different ways to look at failure

Book Recommendations

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

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

Adapt: Why Success Always Starts With Failure by Tim Harford 

Antifragile: Things that Gain from Disorder by Nassim Nicholas Taleb 

The Black Swan by Nassim Nicholas Taleb 

Effectuation: Elements of Entrepreneurial Expertise by Saras Sarasvathy 

Herd: How to Change Mass Behaviour by Mark Earls 

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

Other Stuff we talked about on the Podcast

Hand dryers v paper towels: a Guardian long read 

Simon Bridge

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

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

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

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

Find Simon here: simonbridge@btconnect.com

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

Andi Jarvis, Eximo Marketing.

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

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

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

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

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

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

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

April Dunford

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

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

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

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

April’s book recommendations were:

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

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

https://www.aprildunford.com/

https://twitter.com/aprildunford

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

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

https://lukecarthy.com/

https://twitter.com/MrLukeCarthy

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

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing.

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

In this episode

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

Digital Marketing Strategy Course

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

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

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

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

Friends of

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

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

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

James Hayhurst

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

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

Parents Promise:

https://twitter.com/Parents_Promise

https://theparentspromise.org.uk/

James Hayhurst:

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

Twitter https://twitter.com/Hayho

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing.

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.

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.

Aleya Harris is the spark for your spark™. With her infectious energy and profound expertise, Aleya Harris stands as a intersection of innovative storytelling and strategic thinking.

In this episode we discuss:

• The secret to successful public speaking
• Using stories to build your organisation
• Succeeding through adversity
• Being part of StoryBrand
• Understanding the challenges women face in business

Recommendations

• Andi’s blog on storytelling for JP Castlin’s Strategy in Praxis newsletter
• Thierry Ngutegure talking data on the Strategy Sessions
• Sherice Anibaba on the Strategy Sessions podcast
• Aleya photo credits - Aurelia D'Amore Photography
• StoryBrand

Aleya Harris

As the founder and CEO of The Evolution Collective Inc., and a seasoned former marketing executive and ex-Google Vendor Partner, Aleya brings a wealth of experience to her role as a Strategic Storytelling Consultant.

Aleya excels in guiding entrepreneurs, executives, and teams to excavate their radically authentic stories, fostering memorable connections that resonate deeply within and beyond their organizations. Her unique approach leads to significant shifts, differentiating brands in the market, repairing workplace cultures, and fulfilling a higher purpose through meaningful connections.

As a two-time Speaker of the Year award recipient, Aleya has captivated audiences with over 100 presentations and webinars, and has been featured on over 125 podcasts. Her role as the host of the award-winning Flourishing Entrepreneur Podcast further solidifies her status as a thought leader.

Aleya Harris is not just a dynamic voice in the industry; her diverse background, including her time as Stevie Wonder's private chef, adds an extraordinary layer to her narrative. Aleya's rich tapestry of experiences includes certifications as a StoryBrand Guide and NES Health Practitioner and is augmented by her presence in global platforms like Thrive Global, Authority Magazine, and the Marketing Made Simple podcast.

Aleya Harris is not merely a voice in the industry; she is a spark of innovation, inspiring leaders and teams to embrace and articulate their unique narratives. Her commitment to strategic storytelling and transformative leadership has made her an indispensable figure in the realm of business consultancy and public speaking.

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.

Mailchimp isn’t just an email marketing platform. It’s the go-to business partner for millions and millions of small and medium businesses around the world.

Episode 5 focuses on Mailchimp from a number of angles. We’re joined by Michael Mitchell, the Director of Global Brand Marketing from NYC. We talk about brand marketing in a performance marketing world, his career and training plus dive in depth to his views on Black Lives Matter.

I’m certain that I could do 1000 podcasts and I won’t get another set of book recommendations quite like Michael’s - he’s a writer at heart and the books he’s suggested reflect that. There are links below to go and buy them… so do it!

We’ve got a T.O.P.T.I.P from Simon Harper from SRH Design. Simon is the 1st Mailchimp partner and certified expert in Ireland and Northern Ireland. So he really knows his onions - and Mailchimp.

I don’t talk about Mailchimp too much. Instead I talk about an email I recently sent out via Mailchimp (it’s not that much of a leap, honest!) - it’s about some of the biggest mistakes I’ve made in my career, how they’ve helped me and how they all have something in common… not asking enough questions.

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

SHOW NOTES

Michael Mitchell – Director of Global Brand Marketing at Mailchimp.

From New York to Tokyo, Sydney to London, Bangkok to Auckland, Michael has helped brands like GE, Toyota, AT&T, Unilever, Heineken and Opera Australia use insights strategically — helping them stand out and tell their stories to the world.

Previously, he led Brand & Experience Strategy at Publicis Sapient, POSSIBLE, and Interbrand.

You can connect with Michael on Twitter @alwaysbeheardor LinkedIn and you can view his work at msmfolio.com

His book recommendations are:

Between the World and Me by Ta-Nehisi Coates

We Were Eight Years in Power by Ta-Nehisi Coates

Brand Thinking and Other Noble Pursuits by Debbie Millman

“Sonny’s Blues” is a short story featured in his collection Going to Meet the Man by James Baldwin

White Teeth by Zadie Smith

T.O.P.T.I.P from Simon Harper
Simon is a Solopreneur, Freelance WordPress Ninja, Graphic Guru & owner of SRH Design, based in Bangor. He’s been designing & building websites since 1999 and freelancing since 2009, working with clients throughout the UK & Ireland.

He helps businesses & individuals get online, market their product or service to a wide audience & grow their brand.

Find Simon on Twitter @srhdesign or LinkedIn.

Andi Jarvis
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.

Best place to get me is on Twitter or LinkedIn.

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

Andi Jarvis, Eximo Marketing.

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

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

In this episode we discuss:

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

Karina Doorley

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

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

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

Find her on LinkedIn.

Learn Inbound

Monday 13 March, The Alex Hotel, Dublin

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

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing.

The Strategy Sessions… A marketing podcast.

Episode 1 ‐ How to make your marketing SasS-y

Andi Jarvis - Best place to get me is on Twitter or LinkedIn - I'd love to hear what you think of the show.

This Week's Guest - Jen Hoffman

Jen Hoffman can be found on Twitter @_JHoff

You can find her writing on Medium and you should definitely check out the Scarlet Letter post and her thoughts on Leadership & Team Building

Want to dig into the books Jen recommends? Here they are:
Pour Your Heart Into It by Howard Schultz
Setting the Table by Danny Meyer
What You Do is Who You Are by Ben Horowitz  
Nevertheless She Persisted by Pratima Rao Gluckman  
Lean In by Sheryl Sandberg

Jen and I talked about someone who did a presentation at a conference talking about treating reports as marketing material. With a million apologies to Helen Pollitt, it was her! Her 10 minute presentation at Learn Inbound, Dublin, in August 2019 is worth a watch.

Further Reading

I've written more details about how to use ARM to select a social channel for your organisation which you can find on the Eximo Marketing blog.

And there are full details of the Strategy Sprint product that I talk about towards on the end of the show on this page on the site.

This Week's T.O.P.T.I.P - Arpun Bhuhi

You can find Arpun on Twitter @ArpunBhuhi and the Distilled site is a goldmine of useful SEO information. Dive in.

Hope to see you back here in a fortnight.

Andi - 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.

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.

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.

Dan Knowlton, the co-founder of Knowlton, has delivered millions in trackable sales for some of the world’s leading brands.

In this episode we discuss:

• How he grew Knowlton from working with micro business to big brands
• Learning from mistakes
• Having your dad as a non exec
• How to write marketing reports
• Working with Barry from Eastenders
• Why nostalgia never gets old
• When campaigns win for clients

Dan Knowlton

Dan Knowlton, the co-founder of Knowlton, accidentally discovered a game-changing marketing strategy in 2017 called 'Advertainment' that has delivered millions in trackable sales for some of the world’s leading brands.

Starting with humorous videos crafted in a spare room with his brother, now co-founder Lloyd, Knowlton has propelled brands like Wahl, BBC Storyworks, and Sunny D to new heights. Additionally, Dan shares his insights as the co-host of the Business Anchors podcast & on stages around the world.

Find Dan on LinkedIn or via his company website, https://knowltonmarketing.co.uk/

Links

Sunny D campaign

My First Million Podcast

Strategy Masterclass with Seth Godin

I’m doing a series of strategy masterclasses with Seth Godin in 2025. If you use code Eximo (capital E) then you’ll be able to grab a ticket for £225 instead of the full rate of £265.

You get to work with Seth, who will be joining remotely from his NYC studio, with me in the room and the team from Horrible Brands to help out with brand strategy. These events have been put together by the Event Queen Treena Clarke. Tickets available from here.

Show Page

Find the full episode home page, including a transcript here: https://eximomarketingstrategy.com/relaunching-an-icon-with-dan-knowlton-strategy-sessions-podcast/

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

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

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

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

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

Show Notes

Zaid Al-Qassab

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

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

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

Zaid’s book recommendations were:

Thinking, Fast and Slow by Daniel Kahneman

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

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

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

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

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

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

Find Laura on Twitter or LinkedIn.

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

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

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

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

Register for your ticket today.

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

Blessing is the Business Inclusion Programme Manager at NatWest, where her role focusses on breaking down barriers to enterprise for Ethnic Minority owned businesses across the UK. We talk about the challenges and opportunities for Ethnic Minority owned businesses and the impact on the country.

This is the second episode in the 2024 Black History Month mini series.

• Escaping the clutches of the British Army in Zimbabwe
• The challenges faced by ethnic minority entrepreneurs
• The 4X impact that ethnic minority businesses could have in the UK
• The power of talking to customers
• Ensuring your activity aligns with the overarching business strategy
• How and why NatWest is supporting entrepreneurs across the UK
• Fitting in and belonging when moving countries

Blessing Mutamba

Blessing is also a co-lead of the NatWest Group Global Multicultural Network which promotes inclusion and allyship for employees working within NatWest across all the offices in Europe, India, UK, USA and Asia. 

Full show notes are on the Eximo Marketing website.

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

But this episode isn't about cricket.

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

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

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

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

In the episode we discuss:

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

o The rationale for the new competition

o The research behind the product development

o Stakeholder engagement

o Launching the product

o How it landed better than anyone expected

o Globalisation of the game

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

o Is the strategy correct

o Is it close enough to cricket to be successful

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

**A career in sport marketing

**Moving to agency world

Stuart Robertson

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

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

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

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

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

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

Stuart’s Book Recommendations

Ottolenghi SIMPLE by Yotam Ottolenghi 

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

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

TOPTIP with Jane Roper

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

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

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

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

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

Andi Jarvis

Find me on Twitter or LinkedIn 

Úna is the co-founder of The Indie List, Ireland’s leading platform for connecting businesses with top-tier freelance talent across marketing, creative, and digital disciplines.

In this episode we discuss:

• Why it’s OK not have everything figured out
• Building a community of marketers
• The Indie List
• Why pitching as an independent is tough
• The benefit of using freelancers
• The mindset shift between being a freelancer and running a business
• Surviving the retirement of a business partner Dealing with imposter syndrome

Links

• The Inner Game of Tennis by W Timothy Gallwey
• Alchemy by Rory Sutherland
• Rory Sutherland on the Strategy Sessions – he’s been on twice, so this is episode 1 and this is episode 2.

A full set of show notes, including transcript, can be found on the episode page on the Eximo Marketing website.

Episode 7 is all about the return of rugby! With both codes (league and union for the uneducated) returning in August, we invited Mick Hogan on to the show. Mick has been involved in Rugby League & Rugby Union for his entire 27-year career, in marketing, as CEO, Chair and consultant to major events.

Mick talks about the differences between marketing domestic games and international events, the benefits of community marketing, the challenges ahead for the game and tells a great story about Russ Abbott (ask your granny about him).

We’ve got a T.O.P.T.I.P from Helen Pollitt, MD of Arrows Up. Helen has a brilliant way of looking at reporting and you get a great insight into her thought process in just 90 seconds. Check it out.

You also get 10 minutes from me, talking again about asking the right questions. This dives into the benefits of asking better questions, and builds on the discussion from Episode 6 (which you should check out - it’s great, honest!).

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

Mick Hogan – MMG Sports Ltd
Mick has worked for both English domestic rugby governing bodies (RFL & RFU) as well as CEO for top level rugby clubs Wigan Warriors, Sale Sharks and Newcastle Falcons. All three clubs experienced significant commercial growth across attendances, corporate hospitality sales, sponsorship, new events and community engagement.

He worked as General Manager (City Operations) for England 2015, the organising body of the 2015 Rugby World Cup and led the process for the selection of host cities and venues. The tournament attracted 2.4m people who attended the 48 games held at 13 venues in 11 host cities.

Mick was the Event Director for Newcastle 2019 leading the bid and then successful delivery of the European club rugby finals staged at St James Park, the home of Newcastle United. The Heineken Champions Cup Final was the fastest selling in the event’s 24-year history and the Challenge Cup Final broke UK attendance records.

Mick has set up three charitable rugby foundations and served on the board of Premiership Rugby.

Currently he is managing director of sports consultancy business MMG Sports Ltd. He is executive director at Newcastle Falcons, chairman at Newcastle Thunder RL Club, a member of the English Cricket Board’s Host Venue Panel and consults for the Rugby League World Cup 2021.

You can connect with Mick on Twitter @MickHogan2
or on LinkedIn.

No book recommendations from Mick this week. His advice - talk to people in your industry.

T.O.P.T.I.P from Helen Pollitt
Helen is MD of Arrows Up, an agency that empowers businesses and marketers through SEO training, consultancy and digital team growth management.

Helen is a brilliant conference speaker, trainer and writer even if she has issues with my shoe / sock combos.

Find Helen on Twitter @HelenPollitt1 or on LinkedIn.

Andi Jarvis
It’s still worth checking out the 7 Questions framework blog I wrote and read it while you’re listening to me talk about asking better questions.

Make sure to give the show a 5 Star rating wherever you can, it really helps!

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.

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.

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

In this episode

1. Managing a global brand that such great heritage

2. Covid and the impact on Smirnoff

3. Measuring marketing effectiveness

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

5. Investing in your own education

6. Do you even need a marketing education?

7. Managing beer brands at Tennent’s NI

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

9. Social media and how that can mislead your thinking

10. Smirnoff challenging perceptions and social issues

11. Working in different brands across the globe

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

13. Deep RiverRock TV ads and Smirnoff TV

14. Investing in creative excellence

Digital Marketing Strategy Course

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

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

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

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

Friends of

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

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

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

Sarah Shimmons

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

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

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

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

Sarah’s Book Recommendations

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

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

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing.

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

In this episode

1. Launching your own agency

2. Moving from in house to agency

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

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

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

6. The impact of Black Friday on brand loyalty

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

8. Learning from your mistakes

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

Institute of Directors Event

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

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

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

Digital Marketing Strategy Course

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

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

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

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

Lily’s Book Recommendations

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

Lily Thistlewood

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

Find Reform the Fold

IG: @reformthefold

LinkedIn: linkedin.com/company/reformthefold

Andi Jarvis

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

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

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

Andi Jarvis, Eximo Marketing.

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.

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.

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.