In this episode of The Six Sells Podcast, Mike Nicholson spoke to Phil Jackson who has 10+ years experience within the media sales, agency and client side of the industry; including roles at GSK, Havas, Mindshare and now as Global Digital Marketing Effectiveness Innovation Director at Haleon.

Here are some of the topics they discussed in this episode:

Defining marketing effectiveness and efficiency.

How do brand decide if they hire marketing effectiveness as a function?

How the marketing effectiveness team interacts with other marketing and media functions.

Attention and media quality data and driving incremental business performance.

Cost efficiently using attention data to achieve successful outcomes.

Importance of tapping into the short, long, tactical and brand-level measurements.

Listening and learning from trends in marketplaces and being ready when the trend explodes.

Contextual advertising and measuring effectively to attribute outcomes.

Seasonality and the planning cycle and learning plan.

Importance of measuring robustly, case studies and post campaign analysis to achieve global learnings.

About The Six Sells Podcast:

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

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

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

Who is Six Sells?

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

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

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

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Ross Sergeant who has scaled high growth brands like Peroni, Asahi. and now The National Lottery as Global Media Director at Allwyn.

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

Defining diverse media plans and why programming choices, partnerships and nuances are key.

Regionality, accent, idiosyncrasies and language within content and category entry points.

How media selection has changed over the years and understanding the bias.

The decision to separate creative and media agencies.

The importance of the entrepreneurial mindset and the benefits of acting like a startup.

The 70:20:10 mindset of tried and tested, mirroring what others have done, and big valuable tests.

Briefing the industry and being open and transparent with agencies to discover more.

Defining quality media and where these parameters lie including the quality of the viewership.

Understanding the nuances of category bias, regionality, stereotyping and using data to understand insights.

The ideal make-up of a future thinking, diverse media agency that could accurately plan for all the cultures that they are buying for.

Putting the checks and balances in place to constantly interrogate media buying decisions.


About The Six Sells Podcast:

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

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

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

Who is Six Sells?

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

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

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

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Nick Flood, who has spent 23 years working in media.Nick started at Haymarket before moving to Dennis Publishing, then delving into private equity backed data businesses before landing at Future Publishing, Kindred, and now Shinka where he is Senior Vice President of Product and Go-To-Market.

Here are some of the topics they discussed in this episode:

• The power of video and what makes it stand out from display or static advertising?

• The danger of AI blurring of the lines between what's real and what isn’t.

• What opportunities can CTV bring to advertisers over and above other mediums?

• The measurement of CTV

• What Nick is most excited about in terms of creativity and innovation.

In this episode of The Six Sells Podcast I spoke to Alex Knapman, who has a wealth of experience in retail media working at brands including Asda, Ocado, and currently at SG Retail and Halfords.

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

With retail media, is the most important word retail or is it media?

Sofa to store media reaches audiences wherever they are - why are more retailers not harnessing the opportunities in this space?

How the CMO can prove the ROI of their brand investments using retail media strategies.

The relevancy flywheel - how do retailers find a balance between revenue and customer experience?

The top three challenges and opportunities for 2026.

About The Six Sells Podcast:

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

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

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

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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 welcomed Ben Dimond from Lumen Research into the studio to talk about how attention intelligence leads to significant increases in media effectiveness.

In this episode of The Six Sells Podcast, Julie Chadwick, MD of Dentsu Influence, talked to Mike Nicholson at Six Sells about the creator economy and influencer marketing.

Here are some of the topics we discussed:

People Command More Attention Than Brands:

The Dentsu/Lumen study confirmed that content from individuals/creators, who are essentially familiar people , attracts and holds attention more effectively than standard branded content.

Familiarity Drives Deeper Engagement:

The biggest attention is generated by people that the audience trusts and are familiar with. For instance, product-centric creators (reviewers) are considered "incredible at holding attention and driving consideration" because of this trust.

Storytelling Maximises Attention:

Long-form storytellers using personality-based content, often highly familiar to their audience, "absolutely smashes everything out of the park" in terms of the high levels of attention they command.

Authenticity is Non-Negotiable:

The brand's presence must be authentic and seamlessly integrated to be effective, as simply adding a logo "doesn't work" because it immediately looks like an ad and is ignored.

Strategic Purpose is Key:

Brands must define a "very specific tactic" or job for the influencer content, rather than working with creators simply to fill a media plan.

About Six Sells:

Six Sells is a B2B executive communications agency for leaders working in the media and advertising industry.

We help you get closer to your ideal clients, more often, through ghostwriting thought-leadership content for your executives., and boosting that content directly into the right newsfeeds.

www.sixsells.co.uk

In this episode of The Six Sells Podcast, Mike Nicholson welcomes Pete Markey into the studio.

We discussed what his first 90 days as a CMO looks like, Answer Engine Optimisation, Brand building, AI's role in creativity and much more.

In this episode of The Six Sells Podcast, Maria Cadbury, CRO, at Wult spoke to Mike Nicholson about data compliance.

Maria explains how data compliance has become the new brand safety issue in adtech, with publishers, SSPs, DSPs, agencies and even advertisers all potentially liable for fines. You’ll learn how dark patterns, cookie consent theatre, and supply chain blind spots can put campaigns at risk - and how compliance scanning can protect both performance and reputation.

#datacompliance #media #adtech