Strategy Sessions

Brendan McDowell is the founder of BPerfect Cosmetics and Voduz Hair. He's built two amazing brands (from a background in sales) by investing in community and social media.  In this episode we discuss:Work life balanceBuilding a community of fansFollowing social trends and social sellingDragons Den and Made Up In Belfast Opening on the High Street when everyone said “the High Street is dead”Staying close to the customer as your role evolves into CEOLaunching in Superdrug Rethinking sales from a strategic perspectiveWhat comes next Brendan McDowell Founded in Belfast in 2012 by visionary entrepreneur Brendan McDowell, BPerfect Cosmetics set out to revolutionise the beauty industry with products that are easy to use, versatile, and transformative. Brendan's game-changing approach caught the spotlight in 2017 on Ireland's Dragons' Den, where he wowed all five Dragons and secured offers from two, to which he later declined.Since then, Brendan has been nominated for Ernst & Young's Entrepreneur of the Year and earned multiple awards for his bold entrepreneurial spirit. Today, BPerfect is a global beauty powerhouse, stocked in over 2,000 locations across Ireland, the UK, and internationally.Known for its cult-favourite makeup, tanning essentials, and more recently, skincare, BPerfect has also partnered with top makeup artists and influencers to create standout collections like the Stacey Marie Carnival Collection, LMD Collection, and Annalivia Collection.With record-breaking sales on TikTok and a spot among the top five beauty brands in the UK and Ireland, BPerfect is leading the way with exciting new revenue streams and unstoppable growth.Find Brendan on TikTok and Instagram Andi JarvisIf 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 onthe 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.

Phillip Oakley is a brand strategist and marketing consultant with over 20 years of experience helping brands stand out and grow.In this episode we discuss:The power of questions and curiosity Talking to your customers and the power of bringing the customer voice into the roomOvercoming objections for talking to your customersWhat the movie Arthur Christmas can teach us about marketingRiches in NichesThe power of visiting the store where your product is soldPhillip OakleyPhillip Oakley is a brand strategist and marketing consultant with over 20 years of experience helping brands grow and stand out across industries like technology, medtech, and consumer goods. In 2012, he founded Common Giant, a boutique consultancy that helps businesses leverage branding as a competitive advantage in a crowded marketplace.Phillip has also served as VP of Brand Strategy, helping retail brands sell in, stand out, and sell through while consulting on marketing strategy and creative execution for various business models.An energetic keynote speaker, Phillip shares insights on branding and creativity. He also lectures junior creatives and small businesses on effective marketing and is an eternal student of branding and marketing, having completed the Marketing Week Mini MBA and MAD//Masters. Find Phillip on LinkedIn.RecommendationsMan's Search For Meaning by Viktor FranklStrategy Masterclass with Seth GodinI'm doing a series of strategy masterclasses with Seth Godin in Ireland this spring. 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.Strategy Sessions Host - Andi JarvisIf 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.TranscriptA full transcript is available on the episode page here.

Paul has been deep in brand diagnosis, strategy and realisation for over 25 years. You need to hear how he thinks about brands.In this episode we discuss:Listening as a superpower for strategistsWhy strategy isn't predicting the future – with a hat tip to JP CastlinMike Tyson on strategyCreators building brandsDefining what a brand isn't helps defines what a brand isThe role of insight in strategyStaying customer focused in strategyAssociated memorable momentsNaming segments- and why we (sort of) disagree!Paul Bailey25+ years professional experience in brand diagnosis, strategy, realisation – improving experience, empowering culture, achieving business objectives.A deep knowledge in brand, strategy, business leadership, marketing and communication. Working with global businesses to fast-scaling startups, across a myriad of industries, with diverse target audiences and business objectives. Supported by academic expertise including MA Brand, Communication & Culture (Goldsmiths, London), Mini-MBA Marketing (Marketing Week), and extensive writing, speaking, and lecturing on brand, strategy & marketing. Find Paul on LinkedInRecommendationsThe Power of Co-Creation by Ramaswamy and Gouillart Brands: Meaning and Value in Media Culture by Adam ArvidssonBeyond Culture by Edward T HallHow Not To Plan by Les Binet and Sarah CarterStrategy Masterclass with Seth GodinI'm doing a series of strategy masterclasses with Seth Godin in Ireland this spring. 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.Strategy Sessions Host - Andi JarvisIf 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.A full episode transcription is available from the show page.

Devora Rogers developed the methodology deployed for Google's groundbreaking ZMOT research. Yes, THAT Zero Moment of Truth research.In this episode we discuss:How everything changesOne HELL of a medical storyZero moment of truth (ZMOT) and convincing people to buy onlineHow long people take to decide to buy somethingUsing data to tell stories at conferencesMarketers being bad at researchRed and green flags for clientsWhy chaotic brands can still grow (with good lighting)Devora RogersConsultative insights and strategy has been Devora's passion for more than a decade. She has led research teams, developed the methodology deployed for Google's groundbreaking ZMOT research, launched global offices, and worked with dozens of global brands including Google, Gatorade, Nespresso, Snapchat, and Audacy, among others. She is a regular public speaker at industry events and her TedX on the Future of Shopping and Retail has been viewed over 250,000 timesFind Devora on LinkedIn.Strategy Masterclass with Seth GodinI'm doing a series of strategy masterclasses with Seth Godin in Ireland this spring. 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.Strategy Sessions Host - Andi JarvisIf 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.

Magda is a research professor at the Ehrenberg-Bass Institute in Adelaide. She has been widely published in academic journals and authored two chapters in How Brands Grow 2.In this episode we discuss:The importance of curiosityThe impact of How Brands GrowThe Semmelweis effect and The Sharp EffectLearn, test and learnThe high performance culture at the Ehrenberg Bass InstituteThe benefit of being sceptical and open minded as a researcherGrowing categories v growing brandsThe challenge for small brands and marketersThe research behind raising pricesHow categories grow in the luxury sectorCan marketers do pricing?Talking to your customersIs marketing changing?The full transcript is available on the episode page. Magda Nenycz-ThielBefore her current role as Industry Growth Professor, Magda was Mars Professor of Marketing, a Chair funded by Mars Incorporated. Prior to this she led the Institute's Mars Marketing Lab, a R&D initiative funded by Mars Incorporated from 2013-2016.As Industry Growth Professor, Magda, together with a research team at the Institute, pioneers research into category growth and leads the Industry Growth Initiative which focuses on applying discoveries to improve the ways that growth investments are made within organisations.Magda's core areas of expertise are category and industry growth, e-commerce and neuromarketing. Her work has been published widely including in the Journal of Advertising Research, European Journal of Marketing and Journal of Business Research. She is also the author of two chapters in How Brands Grow Part 2, “Building Physical Availability” and “Online shopping – is it different?”.Magda regularly presents at domestic and international conferences to industry and academic audiences, as well as to the Institute's Sponsors. She publishes regularly in international journals and has also written a number of book chapters. Strategy Masterclass with Seth GodinI'm doing a series of strategy masterclasses with Seth Godin in Ireland this spring. 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. Tickets available from here.Strategy Sessions Host - Andi JarvisIf 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.

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 outBuilding a community of marketersThe Indie ListWhy pitching as an independent is toughThe benefit of using freelancersThe mindset shift between being a freelancer and running a businessSurviving the retirement of a business partner Dealing with imposter syndromeLinksThe Inner Game of Tennis by W Timothy GallweyAlchemy by Rory SutherlandRory 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.

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 culturesThe power of delegationMaking not drinking cool AFInfluencer partnerships with the KardashiansThe story behind Tracksuit, the brand tracking platformHow James approaches brand namesWhy you can be fun in B2BBecoming an investor using a different thesis to most VCsThe impact of Binet & Field on marketingThe ‘problems' with Binet & Field's workSharing the success of his agency with his teamJames HurmanOver 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 orInstagramThe power on emotion in brand buildingJames writing in Marketing WeekThree books by Jonathan Haidt:The Anxious Generation,The Happiness Hypothesis andThe Righteous MindStrategy Masterclass with Seth GodinI'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 JarvisIf 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/

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: The architect, plumber and pipe wrench Problemformuleringsprivilegiet (a great word to say if you don't speak Swedish) Volvo and their journey to premium Jaguar's rebrand and if it as a good idea How Mindshare approaches sustainable growth  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.

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/

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/

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.

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

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.

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.

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

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.

Allen Adamson is an industry expert in all disciplines of branding. He has worked with a broad spectrum of consumer and corporate businesses in industries ranging from packaged goods and technology to health care, financial services, hospitality, and entertainment. In this episode we discuss: Why Skype died The joy of a 1 page document Switching from client to agency side HBO's great approach to working with interns Why diversity is important and why we need to think beyond optimisation The lessons we learn from talking to customers How Ford changed how they think The lessons from Apple's Genius Bar How to spot problems in business What we learn teaching students Find all the show notes, including Allen's contact details, on the main episode page.

Dave Birss is an educator, a recovering creative director and man used to spelling his last name over the phone. In this episode we discuss: Why producing unique work is hard What a creative director really does How Dave became a leading voice in AI Where AI can really help companies Where AI shouldn't be used Why Dave won't ever be employed by the Belfast Tourist Board Recommendations Drive: The surprising truth about what motivates us by Daniel Pink Dave's LinkedIn Learning courses Dave's books Dave Birss Dave Birss has quickly established himself as the top AI instructor on LinkedIn Learning. His first AI course on the platform has attracted over 100,000 students and receives rave reviews daily. Beyond teaching, Dave advises numerous companies on practical AI implementation, including leading Fortune 500 firms. He has launched the Sensible AI Manifesto to provide organizations of all sizes with guidance on incorporating generative AI into their activities in the most effective ways. In addition to his AI expertise, Dave is an acclaimed author, speaker, and broadcaster on the topics of innovation, creativity, and ideation. He speaks professionally at events around the world, wowing audiences with his insights and humour. Dave has authored several bestselling books dissecting the creative process, including “How To Get To Great Ideas,” “A User Guide To The Creative Mind,” “Friction,” and “Iconic Advantage.” Find them all here. His upcoming book will focus on applied AI. Dave has taught university courses on multiple continents, from Singapore to Santiago and New York to Newcastle. He is an occasional broadcaster, having written, directed and presented the 6-part TV series “The Day Before Tomorrow” in the UK. Dave also wrote and presented the world's first Virtual Reality history documentary “Secret Spaces.” And he has lent his expert commentary to news programs on the BBC and Channel 5. With his prolific output across books, courses, speaking, advising, and broadcasting, Dave Birss has established himself as a leading global authority at the intersection of creativity, innovation, and AI. He's currently working on more courses, a video series, a couple of books and releases content on an almost daily basis. Find Dave on LinkedIn or at DaveBirss.com Host - Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released. If you enjoyed the show, please give it a 5* rating.

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/

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

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.

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.

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.

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.

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.

In this episode I review Daryl's incredible hour on the podcast. I could have featured every single word she said, but instead I focused on • Insights being the rocket fuel of marketing • Why diversity matters • How to plan a marketing career (spoiler alert: it's hard) Links Daryl's episode Dove Real Women campaign Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. If you want the podcast emailed to you sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast pushed to you and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Daryl is a CEO, NED and Author. Perhaps best known as the architect of Dove's “Campaign for Real Beauty”, Daryl's career includes leadership roles in brand owners, media and advertising agencies. In this episode we discuss: Diversifying marketing's talent pool THAT Dove campaign The Brand Book The other books Daryl didn't write Being a NED Marketing at Vodafone Daryl Fielding Workwise, she now combines board roles with a part time role as a charity CEO. She is a Trustee of The British Heart Foundation, The Academy of Ancient Music and Pelican Cancer Foundation and a Non Executive Director at the Association of Chartered and Certified Accountants. She is part-time CEO of The Marketing Academy Foundation, which she co-founded, a Registered Charity enabling career starts for young adults from disadvantaged backgrounds. She has held executive director roles at Vodafone, Mondelez, Independent Newspapers and Ogilvy Advertising. Daryl has just published “The Brand Book” a practical, no-nonsense guide to brands drawing on her personal experience and other world class examples and enjoys delivering keynote speeches on brands, marketing and diversity and inclusion. Find Daryl on LinkedIn Book Recommendations Daryl's book is The Brand Book: An insider's guide to brand building for businesses and organisations Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. If you want the podcast emailed to you sign up for it on the Eximo Marketing website https://eximomarketingstrategy.com/signup/ Make sure you subscribe to get the podcast pushed to you and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

In this episode I review Seth Godin's podcast, through the lens of a theoretical fight between Seth and Mark Ritson! • Tesla's price cut – who was right? • The power of storytelling • Changing ourselves to change the world? Links Storytelling on Strategy in Praxis with JP Castlin Mark Ritson on Tesla  Mark Ritson on the Strategy Sessions David Mannheim on the Strategy Sessions Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. If you want the podcast emailed to you sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast pushed to you and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Seth Godin is an author, a marketer and a climate activist but most of all he's a teacher. He's also an incredible podcast guest. In this episode we discuss: A $50billion mistake What the internet has in common with the rail road and oil Open v closed systems Wheeler's Which and the value of the old school Smallest delightable audience (SDA™️) Tesla and crossing the chasam Cows, concrete and carbon footprint Pricing carbon fairly Was Gandhi right? How to write a book Seth Godin For more than thirty years, Seth has been trying to turn on lights, inspire people and teach them how to level up. His blog has been appearing daily for more than a decade. He has spent most of his professional life as a writer, publishing 20 bestselling books that have been translated into nearly 40 languages. These books are a great way to go deep into a concept, and he hopes many of them stand the test of time. Along the way through his career, Seth has found countless detours, interesting projects, designed to inspire and entertain you as you continue to do your work. His latest book is called THE PRACTICE. Like the one before, THIS IS MARKETING, both were bestsellers. The one before that was called Your Turn. It's illustrated and shareable and provocative. In 2015, Seth created the altMBA. It's a life-changing 30-day workshop and it's entirely possible it will change your life. It's now part of Akimbo, which is now an independently owned entity, a B corp, creating new ways to learn. More than 60,000 people have taken his online courses, including The Marketing Seminar and several on Udemy. He's a member of the Guerrilla Marketing Hall of Fame, the Direct Marketing Hall of Fame and, just recently, the plain old no-modifier Marketing Hall of Fame. Which is pretty cool. You can read Seth's free ebooks on the placebo effect and education. And there are five TED talks. He also pioneered ethical online direct marketing, now a $30bn a year industry. Seth is an industry leader and marketing royalty. To use his words: “Go, make a ruckus.”  Book Recommendations Find Seth at seths.blog The Master Switch: The Rise and Fall of Information Empires by Tim Wu. All Seth's books in one place   Other Links Neal McCullough – Hand Drawn Creative, the man behind that beautiful bit of artwork Big Marketing Meet Up – where I first met Seth and has a 2024 date already released... 14 November. Tickets available now. Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. If you want the podcast emailed to you sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast pushed to you and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

In this episode I review Rory's second appearance on the Strategy Sessions. It's a riot, as always, and covers hotels, trains and movies. The couple of bits I picked to focus on are: Rory's most recent episode Rory's first episode The LinkedIn post I reference Tom Critchlow's episode on the Strategy Sessions

Rory Sutherland is, perhaps, the closest thing to industry royalty that we have in marketing. He's Vice Chairman of Ogilvy UK, a best-selling author, owner of one of the best TED Talks you'll ever see and the man behind MAD Fest a marketing. Rory crashed straight into the top of the charts on the Strategy Sessions when he was on the first episode, so he came back for part 2. In this episode we discuss: • The father of behavioural economics • What Columbo can tell us about strategy • Why we should embrace accidents and post rationalisation • Why the death of the creative process and insights is a problem for advertising • The doorman fallacy • Is performance marketing focusing on the wrong thing • Start with the bottom of the funnel • The importance of ‘commercial innovation' • Premium economy and why it works • Price v quality • Rory's view on cinema • Why Britain gets trains wrong • What parking at Heathrow tells us about customer behaviour • Start with the consumer and work backwards • Why the average is the enemy Rory Sutherland Rory is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency. He works with a consulting practice of psychology graduates who look for ‘unseen opportunities' in consumer behaviour - these are the often small contextual changes which can have enormous effects on the decisions people make - for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about "bought, owned and earned" media: we also look for "invented media" and "discovered media": seeking out those unexpected (and inexpensive) contextual tweaks that transform the way that people think and act. It is a hugely valuable activity - but, alas, not particularly lucrative. This is because clients generally do not have budgets for solving problems they did not know they had. Before founding Ogilvy's Behavioural Practice, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of three books: The Wiki Man, available on Amazon (at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day), and the best-selling Alchemy, The surprising Power of Ideas which don't make Sense, published in the UK and US in May 2019, and, co-written with his former colleague Pete Dyson, the newly released Transport For Humans on the behavioural science of transport. Rory is married to a vicar and has twin daughters. He lives in the former home of Napoleon III - unfortunately in the attic. He is a trustee of the Benjamin Franklin House in London and a Patron of Rochester Cathedral. Find Rory on LinkedIn or Twitter Rory's Other Stuff MAD Fest Alchemy: The Surprising Power of Ideas That Don't Make Sense Transport for Humans: Are We Nearly There Yet? Chris Rock and Evolutionary Psychology Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. If you want the podcast emailed to you sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast pushed to you and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

A review of David Mannheim's Strategy Session episode. Solo episode with Andi Jarvis. Shot live on location in Santo Domingo (watch it on Spotify or YouTube if you can - the fact it looks like a pit lane interview from F1 is entirely accidental). I cover the Friedman Doctrine and why brands matter to people. If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. If you want the podcast emailed to you sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast pushed to you and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

David built and sold an agency and now runs Made With Intent, the tool that could transform ecommerce. He's also a MASSIVE Disney fan. In this episode we discuss: Learning the lesson of being too business obsessed What Disney can teach us about customer focus How Manchester United have messed up personalisation How Made With Intent is trying to change the personalisation space Selling a CRO agency Movie reviews with Dave & AJ (yes, I still love Con Air) David Mannheim David is a big kid, a big Disney fan and a big geek. He founded User Conversion which was acquired by Brainlabs and now the author of The Person in Personalisation. His mission is to help retailers care more for their customers by listening, being appropriate, being familiar and creating a relationship. He is doing that through his new start up, Made With Intent, a platform that helps retailers do just this by diligently understanding customer intent. Find David on LinkedIn. Book Recommendations The Person in Personalisation by, erm , David Mannheim Moneyball: The art of winning an unfair game by Michael Lewis Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. If you want the podcast emailed to you sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast pushed to you and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

This is the first solo episode of the Strategy Sessions. In this episode we discuss: What a dog poo podcast is Lessons from the BHM Mini Series Why Kevin's episode had a major impact on me What equality through education means If you dive back into the archives, you'll see I used to do a solo section in each episode but that died about the same time as Covid restrictions lifted.   After some feedback from friends, colleagues and people at conferences, I've decided to introduce a few shorter episodes that discuss issues the guests raise in more depth. This won't replace the normal length episodes, it's an additional treat for you. Aren't you lucky. Let me know if you like the new format. Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. If you want the podcast emailed to you sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast pushed to you and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Thierry is Bradford's second best marketer (after your not-so-humble host!), a data expert and a product inventor. In this episode we discuss: The joy of a non linear path Learning from our community Why Bradford is bouncing How fusing ideas, cultures and thoughts creates greatness Launching his first product What's the worst that could happen You are not your customer Launching a peanut butter Monetising bull semen (yes, you read that right) Using data to tell stories Why people are the most important part of data (not just a dashboard) How AI can impact data collection and usage Thierry Ngutegure Thierry is the Head of Data Insight at SALT.agency. Overseeing SALT's data and insight product offering, which combines our renowned SEO and content proposition with a data-driven strategy - helping clients become more visible and execute their growth strategy. The data team's wealth of experience, comprehensive understanding of data analytics, data-led PR and SEO best practices is invaluable in driving clients data-centric growth, including campaigns for the likes of Showpiece, Whiskey Investment Partners, GAME, Missguided, PrettyLittleThing, M&S, Monzo and GoCompare. Find Thierry on LinkedIn and Instagram Thierry's Products Beers can be found here, here and here. Mothernutter peanut butter Black Knights Tequila Book Recommendations Scary Smart by Mo Gawdat Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. If you want the podcast emailed to you sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast pushed to you and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Collette Philip runs multi award-winning brand and strategy consultancy, Brand By Me. Brand by Me help organisations build brands that drive social justice. In this episode we discuss: • Knowing when a space isn't for you • How divide and conquer works in the workplace • Importance of language • Clarity in brand strategy • Hallmarks of bad brand strategy • The history of Brand By Me • Focus and specialisation Collette Philip Collette Philip runs multi award-winning brand and strategy consultancy, Brand By Me. Brand by Me help organisations build brands that drive social justice. Collette started life in advertising, before moving brand-side. She has worked with, on and for a breadth of amazing brands for over 20 years, - from household names to amazing charities, including Starburst, Clearasil, McDonald's, T-Mobile, EE and Barnardo's children's charity. It was her love of brands and fire for justice that led her to launch Brand by Me, in 2016. Today Brand by Me are in high demand with clients such as Wellcome Trust, Amnesty International and Santander. Collette is a celebrated writer and speaker featured in Third Sector, Campaign, Forbes and on BBC Radio 4. Brand by Me was named a “Small Business of 2021” by Lloyds Bank and The Times and this year, Collette was recognised as one of Campaign magazine's "40 over 40". Collette is also Chair of Trustees at Abram Wilson, a music charity that inspires, connects and opens doors for minoritised young talent in the music industry. You can find out more about Collette at collettephilip.com. Book Recommendations What White People can do Next by Emma Dabiri The Good Ally by Nova Reid The List by Yomi Adegoke htt Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. If you don't get the podcast emailed to you, sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Kevin Morosky is a Virgo, film director, and creative. He's a community leader, a change maker, an author and a fascinating podcast guest. In this episode we discuss: A love letter to Black women Being black and queer and how that inspired Kevin's first book How life influences the creative process Pocc & the community around it The influence of Biggie Smalls How to spot bad briefs from brands Kevin Morosky Kevin's career began in film photography, with his work seeing him published in the likes of Dazed, ID, and Vogue to name just a few - if you bought mags in the early 10s, you probably saw his work inside. Aware of the fact he was often brought onto advertising projects as a diversity hire, with little say in the actual content he was shooting, Kevin worked to get on the other side of the ad industry. He quickly became a creative known for pursuing authentic - and often humorous - storytelling that felt inclusive and insightful, challenging the norms of the industry. His dedication to the culture paid off; as well as co-founding Pocc, a Black British Business Awards-nominated creative network that champions Black and Brown voices in advertising, Kevin's also Jury President of the D&AD New Blood Awards 2021. As a film director, Kevin's portfolio spans both commercial and personal work. He frequently self-directs his ad campaigns, which has seen him work for the likes of Samsung, O2, Vodafone, and Lush. Recent personal works include a quintet of short films (Lungs, Laundry, Moon, Homes and Quantum) examining what it means to be Black in 2020 Britain, and Orphans: a Queen's thoughts at Christmas starring Susie Wokoma. Kevin is currently self-financing More Time, a workplace mockumentary, and is developing his first feature with the BBC. Kevin's Books Black Women Always Book Recommendation Edge of Here by Kelechi Okafor Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. If you don't get the podcast emailed to you, can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Anu has worked in Paid Search since 2008, with experiences in agencies, brands and tech companies. She's also the founder of London's PPC Live meet up. In this episode we discuss: Why paid media isn't all spreadsheets and data How the PPC Live event started and why ‘done is better than perfect' PPCChat and how that became a podcast The role of traditional ads in PPC success The future of Google ads Anu is passionate about ensuring that Paid Search is done right and for the benefit of each individual business so as to ensure business goals, not just channel growth. She is heavily involved with the wider Paid Search community, which has led her to host the podcast #PPCChat Roundup as well as set up an in-person PPC meet-up in London called PPC Live UK. She loves seeing search managers learn, grow and find new things to test. Find Anu on Twitter (or X or whatever) or LinkedIn Tickets for the next PPC Live UK Event (26 October 2023)   Apply to join the Slack Group Join WhatsApp Group (>450 members)   Book recommendation Lost and Founder: A Painfully Honest Field Guide to the Startup World by Rand Fishkin  Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. If you don't get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Host & Eximo Marketing

Sherice Anibaba learned her marketing fundamentals at McDonald's restaurant . Her career spans senior roles held at Britvic Soft Drinks, Speedo as Global Head of Brand, and is currently at Greene King as Head of Brand. In this episode we discuss: Lessons from McDonald's Staying customer centric How innovation really works Innovation within a heritage brand The benefits of The Marketing Academy Why it's important to pay it forward Sherice Anibaba Sherice learned her marketing fundamentals at McDonald's restaurant . Her career spans senior roles held at Britvic Soft Drinks, Speedo as Global Head of Brand, and is currently at Greene King as Head of Brand. She was a 2020 Marketing Academy scholar and believes in paying it forward mentoring marketing students and junior marketers , she believes in belonging for all and uplifting the next generation of leaders. Find Sherice on LinkedIn. Black History Month This is the first in a mini series of podcasts for Black History Month. Throughout October, we're celebration some of the best black marketing talent from the UK, with episodes of the Strategy Sessions. Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram. If you don't get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Eyup and welcome to the Strategy Sessions! We're back with the 4th season on Tuesday October. All the usual interviews you'd expect - this time with improved production.  We're starting Season 4 with a mini-series-within-a-series for Black History Month (BHM) throughout October.  I'll be releasing an episode a week throughout the month, featuring some of the best black marketing talent that we have in the UK. American fans might be wondering why BHM is a different month in the UK than in the US and I DON'T KNOW but please drop it in the comments if you do know!  Make sure you follow the show on your podcast platform to get notified of new episodes. Andi Jarvis Host & Strategy Director https://eximomarketingstrategy.com/

Rory Sutherland is, perhaps, the closest thing to industry royalty that we have in marketing. He's Vice Chairman of Ogilvy UK, a best-selling author, owner of one of the best ⁠TED Talks⁠ you'll ever see and the man behind ⁠MAD Fest⁠ a marketing, advertising and disruption event taking place in London 4 – 6 July. In this episode we discuss: Lionfish, toothfish and pilchards – how rebranding fish drives sales Humans have strange value systems The map is not the territory – Alfred Korzybski The relationship between innovation and marketing All decisions look different with hindsight Rory being a heretic Mercedes v Toyota and how they manufacture quality without trade offs Why people buy expensive wines How to get young people to invest in pensions When you shouldn't use nudges Why economists are the worst people on the planet Why the Uber map is genius Why random brands exist on Amazon The benefits of being on Chris Evans' breakfast show How the Walls Viennetta came about How managers can convince the board to invest in radical thinking Rory Sutherland Rory is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency. He works with a consulting practice of psychology graduates who look for ‘unseen opportunities' in consumer behaviour - these are the often small contextual changes which can have enormous effects on the decisions people make - for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about "bought, owned and earned" media: we also look for "invented media" and "discovered media": seeking out those unexpected (and inexpensive) contextual tweaks that transform the way that people think and act. It is a hugely valuable activity - but, alas, not particularly lucrative. This is because clients generally do not have budgets for solving problems they did not know they had. Before founding Ogilvy's Behavioural Practice, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of three books: The Wiki Man, available on Amazon (at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day), and the best-selling Alchemy, The surprising Power of Ideas which don't make Sense, published in the UK and US in May 2019, and, co-written with his former colleague Pete Dyson, the newly released Transport For Humans on the behavioural science of transport. Rory is married to a vicar and has twin daughters. He lives in the former home of Napoleon III - unfortunately in the attic. He is a trustee of the Benjamin Franklin House in London and a Patron of Rochester Cathedral. Find Rory on ⁠LinkedIn⁠ or ⁠Twitter⁠ Rory's Other Stuff ⁠MAD Fest⁠ ⁠Alchemy: The Surprising Power of Ideas That Don't Make Sense⁠  ⁠Transport for Humans: Are We Nearly There Yet?⁠ Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on ⁠Twitter⁠ or ⁠LinkedIn⁠. If you don't get the podcast emailed to you (and a monthly newsletter) you can ⁠sign up for it on the Eximo Marketing website.⁠ Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, ⁠Eximo Marketing.⁠

Hamptons Tech Week is back at the end of June. It's one of the must attend events in the tech sector because of the incredible network of people who attend. Steve Sabo is the Co-Founder of the event and he explores what makes the event special. He's also the Founder of Ethereal, a blockchain and Web3 consultancy, a massive golf fan and the CEO of Vin & Fin, the financial services event you never knew you needed.   In this episode we discuss: Hamptons Tech Week – what makes it special and what the plans are for the future Why small events can keep a spark that the huge events can't The differences between the UK and US in the entrepreneur space Is Web3 over hyped? Why FOMO makes a terrible business model Will the incumbents let Web3 ever reach its potential Starbucks being the world leaders in using Web3… and why no one knows about it What comes next in the Web3 space – and why it could be great for hipsters! What role does government have to play in legislating for new tech The intersection of tech and golf How golf can change to capture a new audience and stay relevant Why Belfast has a big future in the tech space Vin & Fin – why pairing financial advice with wine tasting is the future Stephen Sabo Early on in his professional career, Steve recognized an opportunity to educate others with a CFO style approach designed to make the complex world of financial planning, taxes, and insurance accessible and simple. With this approach as his foundation, Steve founded Simple Society where he serves as the CEO today. At the core of Simple Society lies a dedication to providing objective, honest, and precise strategies. Through this firm's dedication to education of clients, Steve created a trademarked course called Vin & Fin, which pairs wine and financial education to make the complex topics in life easier on the palette.  The pandemic hit, making Vin & Fin press pause until events were "back" which allowed Steve to find his other passion in the world of blockchain and web3.  He created the consulting company Ethereal to help companies understand and integrate this technology into their businesses.  Ethereal also has its own projects which include Hamptons Tech Week and Liquidity CC.    Steve's passion for connecting with others allows him to act as a partner, often developing mutually beneficial relationships for people in his vast network.  In his free time, he enjoys golfing at Beacon Hill Country Club in Atlantic Highlands, NJ where he lives with his wife and two children.   Find Steve on LinkedIn. Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don't get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Barry is Mr News SEO. He focuses on technical SEO and specialised services for news publishers, working with some of the biggest names in world publishing. In this episode we discuss: The difference between ‘classic' SEO and news SEO Google's role as judge, jury and executioner for news organisations Social traffic v search traffic in news SEO How news organisations are struggling with new commercial models Are the challenges any different to previous generations for news publishers How AI is impacting SEO The ethical and social problems with AI How SEO has changed from deterministic to probabilistic How Barry got in to SEO The importance people skills in technical disciplines Why more companies should have a technical track and not just promote managers Barry Adams Barry Adams has been building and ranking websites since 1998. Through his Polemic Digital consultancy business, he focuses on technical SEO and specialised services for news publishers. Barry counts some of the world's biggest media brands among his clients including News UK, The Guardian, FOX, Future Publishing, Euronews, and Hearst. He is a regular speaker at conferences and events around the world, delivers annual guest lectures for local universities, and writes an irregular newsletter on SEOforGoogleNews.com.  The News and Editorial Summit can be found here: https://newsseo.io/ Find Barry on Twitter and LinkedIn Book Recommendations BLINDSIGHT by Peter Watts Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don't get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every few weeks and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

The day this podcast launches - Thursday 20th April 2023 - I'm speaking at Brighton SEO alongside Fabio Embalo (Viaduct Generation) and Azeem Ahmad about equality in marketing. Azeem hosts the Azeem Digital Asks podcast, so we did a joint episode to dive into the subject for a wider audience. In this episode we discuss: A simple explanation of marketing strategy Where equality fits in your marketing strategy What can go wrong if you try and 'retrofit' equality into marketing tactics Making strides with diversity at marketing events Why we shouldn't try and guess what our customers think Why you should talk to your customers more and observe what they do Why AI for customer research is a terrible idea How to solve pay gaps How you can make a difference regardless of where you are in your career Why you should listen to each other's podcast Azeem Ahmad Azeem is an award winning digital marketer, and international conference speaker with several years of experience in the industry, covering multiple disciplines such as SEO, PPC, Social Media, Programmatic, and Display too. As well as this, he hosts his own digital marketing podcast called "Azeem Digital Asks" which aims to give a platform to women, POC and marginalised communities, and has previously been a judge at many search awards across the globe, including the European and US Search Awards. Find Azeem on Twitter and LinkedIn Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don't get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every few weeks and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Bethan is the Founder and Managing Partner of Open Velocity, a marketing strategy consultancy, based York but working globally. In this episode we discuss: Should marketing be involved in product decisions? Building teams the P&G way Being the voice of the customer in the organisation Speaking the language of the business Marketing bubbles and why you need to avoid them Why marketing reports should be backwards Tell me what you don't know Attribution is dead – so how do we manage success What's old is new… knowing your customer Defining what marketing strategy is and does it matter that it's not defined properly? Who should organise the Christmas party? What is a fractional CMO and their involvement in strategy, culture and execution Businesses don't care about creativity – what do they care about Lessons from standing for election as an MP TOPTIP is back! This time it's about finance… and it's a banger! Bethan Vincent Building on her work at the C-Suite level, Bethan is a regular speaker about marketing and technology at international conferences, including GitLab Commit San Francisco 2020, TuringFest 2021 and Learn Inbound 2023 conference. Formerly Marketing Director of a leading technology consultancy and a senior manager in the cloud computing industry, Bethan's career has been built at the intersection between marketing, product and development. Outside of their “day job”, they like to powerlift, meet interesting people and contribute to The Brave Podcast, which explores how we can build a better future. Find Bethan on LinkedIn and Twitter Book Recommendations Walden Two by BF Skinner The Uncertainty Mindset: Innovation Insights from the Frontiers of Food by Vaughn Tan Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don't get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Somehow we managed to get to 50 episodes. So we paused, got some regular listeners to come on and talked about lessons they've picked up from the show. Andi is joined by Jane Roper, Simon Caughey, Frank Olivo and Maret Reutelingsperger. In this episode we discuss: · Sarah Shimmons (Season1, Episode 22) – how to build a brand to drive revenue · Lily Hecht-Leavitt and Gil David (Season 3, Episode 1) – the relationship between brand and performance marketing · Noémie El-Maawiy (Season 3, Episode 7) – using events holistically as part of B2B marketing · Koen Pauwels (Season 1, Episode 17) – the issue with how ads are measured and what impact brand has on online click through rates · Britney Muller (Season 2, Episode 11) – prioritise by impact (possibly the best 3 words to appear on the whole show) · Peep Laja (Season 3, Episode 3) – use user testing to make your communication more effective · Peep Laja (Season 3, Episode 3) – remember, we're all humans. B2B doesn't have to be boring to boring · Tom Critchlow (Season 2, Episode 6) and JP Castlin (Season 2, Episode 4) – Remove the distinction between strategy and execution, changing it to strategy and stewardship · JP Castlin (Season 2, Episode 4) – defining what marketing terms mean and why no one can agree · Katie Jackson (Season 1, Episode 13) – Understand the industry conventions, then decide who you're going to break them. · Juliet Hodges (Season 1, Episode 23) – put a box around your prices · Antonia Cross (Season 2, Episode 7) – strategy first, even in a crisis · Aris Stamatis (Season 2, Episode 3) – why we should stop worrying about ‘the genius' who works at an ad agency Episode 51 home page Learn Inbound Still time to get a ticket for Learn Inbound in Dublin. It's coming soon - Monday 13 March, The Alex Hotel, Dublin. Tickets from €249 from https://learninbound.com/

Karina is an economist with the Economic and Social Research Institute (ESRI) in Ireland. She is also an Adjunct Associate Professor at Trinity College Dublin and a Research Fellow at the Institute for Labor Studies (IZA) in Germany, holds a PhD from University College Dublin has economics at Cambridge University. She's easily the smartest person ever to appear on the show. In this episode we discuss: What's driving the cost of living crisis The definition of a recession and if the UK is in a recession The difference between inflation, falling inflation and deflation What role consumer sentiment plays in how people spend The impact of current issues on the UK, Ireland and Europe How reduced spending power impacts different groups in society Lessons from Covid on managing economic shocks How marketers can get a better understanding of the economic issues What macro-economic indicators marketers should look for to help understand if/when a recovery is starting Karina Doorley Karina Doorley heads up the Tax, Welfare and Pensions team at the Economic and Social Research Institute (ESRI) in Ireland. She is also an Adjunct Associate Professor at Trinity College Dublin and a Research Fellow at the Institute for Labor Studies (IZA) in Germany. She received her PhD from University College Dublin in 2012 with a thesis focused on the effect of fiscal and social policies on labour supply and redistribution in Europe. Prior to this, she studied economics at Cambridge University and University College Dublin. Karina worked at IZA in Germany as a Research Associate from 2012 until 2014 before joining the Luxembourg Institute of Socio-Economic Research (LISER) as a Research Associate. She was appointed head of the "Employment and Wages" unit at LISER in 2016. In 2017 she moved to the ESRI as a Research Officer and was appointed Senior Research Officer in 2019. Karina's research interests include income distribution, tax and welfare policy, gender equality and demographic change. She is a frequent contributor to radio and television discussions on economic matters.. Find her on LinkedIn. Learn Inbound Monday 13 March, The Alex Hotel, Dublin Tickets from €249 from https://learninbound.com/ Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don't get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Andrew uses research to drive brand strategy. His career in media includes stints at Channel 4, the BBC and Reach. Andrew also writes for Marketing Week. In this episode we discuss: The infamous Microsoft study of attention (and why it's bum gravy) What the research into social purpose gets wrong (thanks to Marc Pritchard) How to spot and avoid bad research Why ‘straight line thinking' doesn't always get the right answer Does more research = better research? The post big data era The drawbacks of Ofcom's Communications Market Report (which was new to me – I'm a superfan of this work) Social media and they data harvesting problems Andrew's career and publishing of the Empathy Delusion & Aspiration Window Learn Inbound Monday 13 March, The Alex Hotel, Dublin Tickets from €249 although if you use this link you'll get 25% off! https://ti.to/learn-inbound/learn-inbound-october-2022/discount/EXJ1025 Andrew Tenzer Andrew is an award winning insight and brand strategist with over 10 years' media experience working at some of the world's most iconic brands including Channel 4 and the BBC. Most recently, he spent six years as the Director of Market Insight and Brand Strategy at Reach (the largest commercial publisher in the UK) where he was responsible for delivering insight, driving brand strategy and leading on new brand launches. Andrew is the co-author of a number of industry acclaimed papers, including The Empathy Delusion and The Aspiration Window. Andrew also writes a regular column for Marketing Week. Socials LinkedIn https://www.linkedin.com/in/andrew-tenzer-04919657/ Twitter https://twitter.com/thetenzer TikTok https://www.tiktok.com/@thetenzer Everything Else The Road to Somewhere: The New Tribes Shaping British Politics by David Goodhart https://amzn.to/3jWpQYj Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don't get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Noémie El-Maawiy is the Head of Marketing at Viaduct Generation. In this episode we discuss: How Noémie got into marketing Event marketing – never really chatted to anyone on the show about events and you've got a background in them. Could be interesting Working for a mission led company – what does that mean and how does it match the commercial reality of running an agency Living in Spain, working in London. Moving from specialist to generalist What a Demand Generation Manager is an why the title might not be as bad as you think Marketing is more than just the creative discipline A Bold Talk and helping other women over come challenges of progression at work How and why the work place is designed for men Noémie El-Maawiy Noémie began her career in the fintech startup environment, specialising in Event Marketing and Communications. She later moved into Demand Generation, gaining full visibility into both online and offline marketing channels. Alongside this, Noémie has always had a keen interest in company culture and fostering inclusive workplaces, getting involved and spearheading employee engagement initiatives. Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don't get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Evolved is the leading UK performance marketing agency in Newcastle Upon Tyne. I am joined by co-founder, Ian McIntosh and Head of People, Sinead Hall. This episode is all about people, marketing, growing businesses and our exciting new partnership. In this episode we discuss: The amazing story of how Evolved went from 2 people to 60 in just 8 years Why you need to trust your team and encourage them to take risks Importance of allowing people to learn from their mistakes Sinead starting her position as Head of People at the start of Covid Developing an elite high performance culture Why Evolved implemented the 4 day working week and the results from this Hustle culture and burnout Eximo x Evolved exciting partnership Evolved awards for marketing and culture 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.