In this episode of The Six Sells Podcast, Mike Nicholson spoke to Luc Benyon, who is the Marketing Director at Adsquare. Luc has over a decade's experience in the AdTech space delivering GTM, ABM, Product Marketing, PR, and Content Marketing programmes. His extensive portfolio includes marketing leadership roles at Nexxen, Watching That, video intelligence, MCH Global and Aberfeldy alongside creative work at D&AD and mentoring at the Brixton Finishing School.

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

The first 90 days in a role and the helicopter view

Challenging perceptions and bringing fresh perspectives

Working ‘on’ the business other than ‘in’ the business

Driving revenue and linking the top and bottom of the funnel

The factors that contribute to the sale

Marketing as the multiplier effect and how this can be optimised

Splam - AI generated spam and cold emails

Output marketing scores

The importance of values and authenticity

Understanding the impact you are making

Measurement and identifying the metrics that help decision making

Time saving integrations

Standing out from your competitors and being synonymous with what you do

Advice to those entering the industry

Creativity, craft and storytelling

Knowing when to use AI and when not to

The power of niche and specialist knowledge

About The Six Sells Podcast:

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

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

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

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Who is Six Sells?

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

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

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

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

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

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

Meaningful outcomes and marking your own homework

Optimising and media metrics

Planning, buying and measurement

The accessibility of the Open Web

How the investment in AI widens the audience

How independent open web publishers can deliver meaningful business outcomes

The importance of a unified view

How publishers can improve views on their site

Direct relationships with publishers and advertisers

AI and natural language at the briefing stage

Challenging how spend supports the outcome

Brand advertising and ROI

Reporting on exposures and optimal frequency

Free press and fuelling democracy

Providing the tools for marketers

Walled gardens, the Open Web and supporting publishers

Real time insights and optimising in real time

Moving forward as an industry

Parity within the landscape

Simplifying the Open Web and making it more accessible

About The Six Sells Podcast:

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

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

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

Who is Six Sells?

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

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

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

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

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

Delivering samples to students and studying their behaviours

Gen Z and the independent shopping opportunity

Lifestage marketing and brands

Selling before brand allegiance is fixed

How a brand conversation can be an ice-breaker

Authenticity and how the mood changes with the Gen Z market

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

The digital hangover

Gen Z’s and multi screening

How social media excavates our time and attention

The reactive algorithm and trust

Physical world marketing and how it sticks

The definitive shared need and reaching them at this point

The ABC1 household and spheres of influence

Driving ongoing purchase behaviour

User generated content and creating an online buzz

The first move advantage

About The Six Sells Podcast:

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

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

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

Who is Six Sells?

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

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

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