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

‍

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.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Rob Webster, Founder and CEO of TAU Marketing Solutions. Rob’s impressive portfolio includes CSO at Kindred and Crimtan, Global VP of Strategy at CvE plus strategic roles at Plug Media, InfoSum, Sub2 and Mediacom.

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

The top three questions that marketers are asking AI right now

Machine learning and LLM’s

Predictions are the points

Having a framework and what data you are trying to extract

Custom GPT’s and seeing what’s possible

The pros and cons of each LLM

Leaning into new techniques

Risk profiles

The importance of coding

The changing role of the engineer

Vetting the final output

Bringing ideation to life within the hour

Using AI to spark ideas

Trust and reliability

The human level loop and fallibility

The small company advantage

Transforming spaces

The big company ‘moat’

Engaging and talking and finding what works for you

Recognising your own value in the system

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 Niki Chana who has 15+ years of experience in the digital industry leading impactful brand initiatives and executing digital strategies on a global scale.

Currently Programmatic Strategy Director at SBS her impressive career includes roles at Playground xyz, Eyeota, Verizon, Dentsu, Freewheel, Sizmek, Sky and Associated Newspapers. Niki is also a member of MEFA and a founding board member of The Women In Programmatic Network, where she continues to volunteer.

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

Smart phones, dumb planet

The over reliance on AI and turning a blind eye to the environmental cost

The hidden carbon cost that AI has on the planet

What actually happens to the data and how is it stored?

Collectively coming together as an industry to reduce wastage and inefficiencies

Fragmented content and organising the space

Being transparent with brands

The importance of responsibility and making sustainability profitable

Government schemes to reach Ad Net Zero by 2030 and meeting in the middle

Education and understanding your outgoings

More than a box ticking initiative

The digital ecosystem and the individual response

Using AI for good

Where we are and where we are going

Reaching audiences and multiple devices efficiently

Up-skilling staff to understand the programmes and what works for your business

Making our industry more sustainable and the importance of research and curation

About The Six Sells Podcast:

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

There are over 130 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 Gary Gumbleton, who is the Head of Group Content at Ocean Holidays Group.

Gary describes himself as a storyteller and he is a man of many hats (!) with a career that includes Creative Director at Reflect Digital and Frontside, Content Director and Head of Social at Capital Content, Head of Sales and Marketing at iTicket a nine year stint at Vodafone, as well as running his own agency. He is also a men’s health advocate, using his voice to help others.

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

Running your own agency and the mental health toll

The emotional versus the rational side of marketing

Commercial storytelling and guiding the viewer through the funnel

Tactical content driven by data backed creatives

Podcasting and individual shorts

The importance of YouTube, Spotify and organic social media

The rise of the online talk show

The content planning process

Social first and the second screen

Drill down into attention and what works for you

Creating feeds based on content concepts

The power of video

The importance of vertical dramas and the mirror strategy

Blogs are for bots

Creating content that the viewer wants to watch

Making the assets to reach the AI audience

How AI can help and hinder

About The Six Sells Podcast:

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

There are over 130 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 Paul Evans, who is the Founder and Chief Positioning Engineer at V2RSION.

Paul has a distinguished 20+ years leading marketing at companies including Vodafone and Microsoft as well as advising growth leaders across the tech and media industries.

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

Positioning as a marathon and a sprint

Responding to internal and external signals

Where positioning sits and what it really delivers

The context of why you are chosen above and beyond your competition

The difference between positioning and messaging and the contextual component

The solution and the value that you create

What people can learn about positioning

The business capability and the importance of language

Identifying what good positioning looks like

Why indecision or no decision signals weak positioning

Great positioning drives great go to market

The positioning process

The ‘bridge point’

Aligning and educating the team

The AI audience and the long tail

Positioning and the no click search future

Generative and Answer Engine Optimisation and driving discovery

Clarity of context of why you should be chosen

About The Six Sells Podcast:

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

There are over 130 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 Ian Whittaker who is the MD and Owner of Liberty Sky Advisors.

With over 20 years’ experience as an equities analyst covering global media, digital, and technology, Ian is recognised for his pattern recognition across cycles — identifying how shifts in technology, regulation, geopolitics, and capital markets translate into strategic risk, valuation outcomes, and long-term competitive advantage.

Double winner of the City AM Analyst of the Year Award he brings a financial markets mindset to industry decision-making, and an industry practitioner’s realism to financial and boardroom discussions.

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

Open AI and the ongoing narrative

The SME advertising market

The innovation of ad tech and the small company advantage

Scale and knowledge within larger companies

Ad tech and process

Redesigning everything you thought before

The potential consolidation of LLMs

Locking into the AI ecosystem

Transformation in media and tech due to AI

Potential apocalypse for traditional media

The attention economy

The ideological battle of all audiences being equal

Looking under the iceberg and changing perceptions

Moving towards a results driven world

The foundations being laid for transformation

The spend on technology and the results that it produces

The ‘grey swan’ and the ripple effect

About The Six Sells Podcast:

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

There are over 130 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.