The Six Sells Podcast

Agentic Advertising With Ben Williams on the Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson and Fern Potter spoke to Ben Williams about ‘Agentic Advertising’. Ben is the MD and Founder of Kiln which sets out to solve mission-critical commercial, technology, and operational problems for media and advertising companies worldwide. Widely seen as the OG of agentic advertising Ben has 25+ years in commercial and product roles spanning start-ups to international enterprises. Topics discussed include: •⁠ ⁠Ben’s approach to agentic projects and AI briefs •⁠ Transparency of ad spend •⁠ The concept of human + tech = the deal •⁠ The brand agent, the sale agent and creating storefronts •⁠ Pre-bid and off the shelf •⁠ Testing and learning •⁠ Hold companies and independents •⁠ New audiences opening up including creators •⁠ Thinking about where the eyeballs are •⁠ The digital to AI hop •⁠ Trust, governance and confidence within the process and the people •⁠ Collaborating and growing opportunity •⁠ Ben’s views on who is driving agentic advertising forward •⁠ Changing the shape of the lumascape Who is Six Sells? Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology. Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers. Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web. We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise. Email hello@sixsells.co.uk for more information.

Tom Ridges on the Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Tom Ridges about ‘Herd Mentality’. Tom is the CEO and Founder of Herdify, a behavioural science and network science company helping brands and charities grow by finding where real-world influence is already happening. His work is about reframing marketing away from channels, dashboards and simple audience definitions, and back toward trust, social influence, connectedness and real human behaviour. Topics discussed include: Tom’s views on the science behind how we make decisions as humans Who Herdify are, their ideal client, how they work and the results Audiences based on decision making The importance of word-of-mouth clusters and compound growth Tapping into social proof, copying as a default and peer product adoption Sowing the seed and being strategic rather than chasing everyone Simple and complex contagion and adoption of behaviour Exposure through people we trust and amplifying this Knowing the strategy of where to go next and utilising demographics Understanding where influence is happening and finding new audiences The collective value of people Creating advocacy and establishing momentum Never using round numbers! The importance of self agency over decision making Habit and copy as a short cut Trust, reputation and recommendation The negative social norm, taking a stand and the idea of creating a collective category movement Who is Six Sells? Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology. Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers. Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web. We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise. Email hello@sixsells.co.uk for more information.

Responsible AI With Samraj Matharu on the Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson and Fern Potter spoke to Samraj Matharu about ‘Responsible AI’. Samraj is the Founder at The AI Lyceum which brings together a community of global practitioners and experts from technology, media, policy, healthcare, and academia to focus on ‘wisdom over intelligence’. Topics discussed include: •⁠ ⁠Samraj’s views on the importance on thinking ‘properly’ and ‘deeply’ with origins in ancient philosophy and its relevance to AI •⁠ ⁠The relevance and importance of human judgment and using AI as an assistant and an accelerant, not a replacement •⁠ ⁠Testing and learning to give clients a measurement on success and the psychological safety of growing in increments •⁠ ⁠2026 as the year to test and fail cheaply •⁠ ⁠Thinking deeply about philosophy and acting on it •⁠ ⁠The danger of humans relying too much on AI and the importance of building an infrastructure that helps future generations •⁠ ⁠Defining what good thinking actually is •⁠ ⁠Memory, context and training data •⁠ ⁠Personalised medical agents and the case for self analysis based on context •⁠ ⁠Trust and AI and the growth in this mindset •⁠ ⁠Tonality, ethics, consumer trust and responsibility •⁠ ⁠How to build ethics, morals and principles as a standard •⁠ ⁠The nuances in content when building a non-biased platform •⁠ ⁠SEO strategy and ethical output •⁠ ⁠Samraj’s view on who is doing ethics well in AI and agentic frameworks •⁠ ⁠How brand safety will change in an AI world •⁠ ⁠The challenge of translating the principles and values of the business into tech rules •⁠ ⁠Deterministic and probabilistic outcomes and setting parameters for the agents to operate within •⁠ ⁠The difference between algorithms and agents and protecting your brand and the consumer •⁠ ⁠The echo chamber within LLM’s and the risk of bias and ‘people pleasing’ •⁠ ⁠The fingerprints in human writing, linguistic forensics and LLM’s •⁠ ⁠The importance of transparency of the code and intellectual context •⁠ ⁠Having consistent human judgement embedded in the process •⁠ ⁠Moving away from actions towards what is really relevant for the consumer •⁠ ⁠Samraj’s ambitions for the next year Who is Six Sells? Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology. Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers. Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web. We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise. Email hello@sixsells.co.uk for more information.

'Client-Side Media' with Daniel Glynn on the Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Daniel Glynn, who is Head of Media Buying at Heineken, about ‘Client-Side Media’. Dan is the perfect person to give us insights into both his agency and client side experiences following his years at MediaCom working across leading brands including Centrica, Coca Cola, Tesco, GSK and CRUK. His work for Heineken began back in 2023 as Programmatic Lead and he is highly skilled in digital transformation, delivering commercial targets and achieving great campaign results for his clients. Topics discussed include: •⁠ ⁠Dan’s views on the differences on working on the agency and client sides •⁠ ⁠Why it’s important to speak to new people, have the discovery phase and look to innovate whilst looking at the best tech in the industry •⁠ ⁠How capabilities are constantly changing, making it even more important to be as bold and brave as possible with activations •⁠ ⁠Using AI, segmenting, and different data points to minimise brand overlap and evaluating to make sure that you don’t just ‘blend in’ •⁠ The power of the Open Web and showing premium credentials for brands •⁠ How we can build an efficient cross channel plan utilising our different partners whilst using past results to inform our decision making •⁠ The importance of creating a connected eco-system and collaboration •⁠ Why journalism, semantics and a free society are so important alongside brand safety •⁠ Why attention is the touchpoint that we should be looking at within the media industry and its value as a health metric to catch the eye •⁠ How building a holistic media plan can tap into the right moments and create standout •⁠ Nudge versus nurture, and how understanding the difference gives you a balance of effectiveness and efficiency •⁠ How LinkedIn helps Dan to get know a wider network, reach out to clients and help others in the industry •⁠ Actively looking for new partners to revolutionise the brand’s offering •⁠ Why having a personalised touch is important to make sure that genuine writing and conversations are still happening in an AI world •⁠ The importance of intent and what is happening behind the screen and partnerships that help with context •⁠ Why brand awareness is key and the value in finding the moments of undivided attention •⁠ The campaign that Dan is most proud of and the uplift in sales that followed Who is Six Sells? Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology. Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers. Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web. We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise. Email hello@sixsells.co.uk for more information.

Lucy, James, and Kenya on The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Lucy Verby, James Latham and Kenya Peters about UN//Scene, the industry event created to give fresh thinking and new voices a platform, while making events more affordable, inclusive and useful for the people attending. Topics discussed include: Why Lucy Verby created UN//Scene after becoming frustrated with the lack of genuinely fresh thinking and new voices at traditional industry events. Why Lucy believes the industry needs to find "the faces that are going to be the headliners of tomorrow" and give them somewhere to develop their ideas and experience on stage. Why Kenya Peters believes industry events can become too focused on familiar conversations, and what happens when people are encouraged to talk about the subjects and ideas they genuinely care about. Why UN//Scene refuses sales pitches and panels, and instead asks speakers to bring their most creative and exciting thinking. How the event is built around three principles: pragmatism, positivity and participation. Why speakers are encouraged to leave people with something tangible they can actually take away and use. How this year's sessions cover everything from neurodivergence and magic to toxic leadership, matrescence, community, respectful rejection, queer advertising and creativity. Why James Latham came away from the first UN//Scene feeling "more nourished" and with new ideas and conversations he could take into his work. Why the organisers want both new entrants and senior industry decision-makers in the room, so the people attending have the ability to create meaningful change. Why speakers are encouraged to stay, watch other sessions and become part of the audience rather than disappearing after their own talk. How every penny generated by the event goes to charity. Why Kenya believes that "no matter where you are in your career, there's going to be something that you can take from it". Lucy's thanks to Craft Media, this year's UN//Scene sponsor, and why having a sponsor whose values align with the event matters to the team. Why the team believes UN//Scene ultimately works because alongside the learning, networking and industry impact, as Lucy puts it, "it's just a really good day of exciting stuff." UN//Scene takes place on 17 September at Conway Hall. Viewers of The Six Sells Podcast can get 10% off tickets. Simply enter the code SIXSELLS10 when you check out here: https://www.unscenefestival.co.uk/2026-tickets Who is Six Sells? Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology. Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers. Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web. We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise. Email hello@sixsells.co.uk for more information. Huge thanks our sponsors and partner, Intelligent Assistance, who combine Human Intelligence with Artificial Intelligence to solve real business challenges - www.intelligentassistance.ai

Relationships with Stephanie Parry on The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Stephanie Parry, who is the MD UK&I for Jellyfish. Here are some of the topics we discussed in this episode: How the client/agency relationship has changed and evolved Understanding and building trust and empathy Being in a moment of punctuated change and disruption Transformational and organisational change Driving industry thinking forward Generative engine marketing and its two audiences: human and agentic What is influencing your brand Shaping technology and thinking Brand and asset perception to build and craft differently Lots of littles Adapting your strategy for your audience Influencing a creative economy The connected media conversation Meaningful, authentic brand identities Great distinctive brand work Building long term memory structures and earning consumer attention New era of marketing to share and collaborate Light years and lizard brains Storytelling that you want to buy into The onus on consumers to consciously curate and assess the information being served Looking 5 years ahead About The Six Sells Podcast: The Six Sells Podcast is for people working in marketing, media, advertising and adtech. There are over 150 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. Who is Six Sells? Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology. Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers. Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web. We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise. Email hello@sixsells.co.uk for more information. Huge thanks our sponsors and partner, Intelligent Assistance, who combine Human Intelligence with Artificial Intelligence to solve real business challenges - www.intelligentassistance.ai

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Media Moments With Sam Eads on The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Sam Eads, who is Head of Ad Sales and Operations at Trainline. Sam has an outstanding record of increasing revenue and achieving sustainable profit growth by identifying and capitalising on opportunities to develop existing business and win new business. His impressive portfolio includes senior sales roles at Sojern and Vidoomy, Group Head of Radio and Digital Audio at Bauer Media, and Head of Advertising and Partnerships at First News. Here are some of the topics we discussed in this episode. Journeys with brands Understanding attention in apps Working in the commuter segment Doing something different in the space and adding customer value Starting with the audience and building from there with integrity Media that’s going places Retail and commerce media and understanding audience behaviour Challenging yourself and listening to opinions in a feedback loop How AI is improving the business and optimising the team Being in an industry of relationships Contextually relevant moments during your journey Thinking outside of display and video placements to be brand sticky Shifting the narrative within the space Building what brands want to see Building out user level ID tracking What the future looks like and how positive pressure moves things at pace Mobility media and driving new thinking and success How small businesses can harness the power of mobility media About The Six Sells Podcast: The Six Sells Podcast is for people working in marketing, media, advertising and adtech. There are over 150 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 a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology. Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers. Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web. We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise. Email hello@sixsells.co.uk for more information. Huge thanks our sponsors and partner, Intelligent Assistance, who combine Human Intelligence with Artificial Intelligence to solve real business challenges - www.intelligentassistance.ai

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Human First AI with Fern Potter, James Harris and Sarah De Martin on The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Fern Potter, James Harris and Sarah De Martin from Intelligent Assistance. Intelligent Assistance combine human intelligence with artificial intelligence to solve real business challenges in the new AI economy. Here are some of the topics discussed: Moving at pace as a start-up business Listening to customers to gather information and make meaningful change Using AI to grow and deliver outcomes Filling the adoption gap with meaningful technology Human first, human last Optimising the ‘everyday’ in ways that were not previously possible The differences between agents and engines Saving time for businesses Upskilling teams for future with AI The importance of integrity and trust Delving into who drives the content AI meeting customers ‘where they are at’ The challenge of deep fakes and the importance of brand safety and building safeguarding Technology that filters what’s real and what’s not Good and poor practices within AI The gender gap in the application and use of AI How people can keep up with the daily changes within AI Staying curious and exploring the rabbit hole Thinking about things differently and the societal shift About The Six Sells Podcast: The Six Sells Podcast is for people working in marketing, media, advertising and adtech. There are over 150 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 a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology. Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers. Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web. We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise. Email hello@sixsells.co.uk for more information. Huge thanks our sponsors and partner, Intelligent Assistance, who combine Human Intelligence with Artificial Intelligence to solve real business challenges - www.intelligentassistance.ai

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How to Scale AI with Aurelia Noel on The Six Sells Podcast

In this episode of The Six Sells Podcast, Fern Potter spoke to Aurelia Noel, who is the Head of Innovation and Transformation at dentsu X. Aurelia is a recognised online expert with 25 years international experience leading global digital strategy and implementation of complex, enterprise-level digital projects in multinational and multicultural B2B and B2C environments. Her impressive portfolio includes Global Digital Partner of Digital Transformation at Carat, Head of Marketing Europe at Urban Outfitters and senior roles at Premier Inn, amazon, Digital River and Dell. Here are some of the topics we discussed in this episode. How curiosity, bravery, scepticism and trust will push you to innovation Simplifying your ideas and vision so that people can follow you The importance of scaling your innovation How AI impacts innovation and the human vs technology debate AI as an ‘agent colleague’ and second brain The challenge for women in AI and recent studies Investing in women in AI Mentorship and using AI for good Bridging the global AI divide How the government can work with investors and entrepreneurs that is outside of the US Misinformation, media manipulation and how people access information Brand safety and suitability within AI Ethical AI principles within brands and their reputation and purpose Sustainability in AI and how we can use it to solve human challenges Using AI to solve business situations to make the workforce more prepared and agile What the next year in AI might look like About The Six Sells Podcast: The Six Sells Podcast is for people working in marketing, media, advertising and adtech. There are over 150 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 a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology. Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers. Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web. We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise. Email hello@sixsells.co.uk for more information. Huge thanks our sponsors and partner, Intelligent Assistance, who combine Human Intelligence with Artificial Intelligence to solve real business challenges - www.intelligentassistance.ai

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Women in Trading with Duri Mehmet on The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Duri Mehmet, who is the Group Trading Director at Orion Worldwide. Duri has over 15 years experience in the media industry and she is also the founder of ‘Women in Trading’, a network created to drive parity and representation in this sector and also to support women in trading roles. Here are some of the topics we discussed in this episode. Creating female representation within trading Helping women to grow, be visible and build networking communities Supporting the Ovarian Cancer Charity The importance of ‘seeing yourself’ in senior roles Why there needs to be diversity within trading The value of empathy within trading Softer skills and emotional intelligence The importance of resilience in trading Being approachable whilst having professional boundaries Being a member of Women In Trading and what that brings The balance of voices and doing what initially makes you uncomfortable Taking opportunities when they arise Future goals and planning ahead The importance of male allies Encouraging more women into trading roles and growing the network About The Six Sells Podcast: The Six Sells Podcast is for people working in marketing, media, advertising and adtech. There are over 150 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 a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology. Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers. Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web. We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise. Email hello@sixsells.co.uk for more information. Huge thanks our sponsors and partner, Intelligent Assistance, who combine Human Intelligence with Artificial Intelligence to solve real business challenges - www.intelligentassistance.ai

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Kindness in Media with Jo Blake on The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Jo Blake, who is the Head of Investment at Mi Media. Jo’s senior career has been spent at the helm of award-winning campaigns and pioneering initiatives at companies including Saatchi & Saatchi, Zenith Media, Carat, and Havas Media Group. She is also an advisor and committee member for Women in Trading and Campaign’s Woman of the Year 2026 for mentoring. Here are some of the topics we discussed in this episode. The agility of indy agencies The importance of curiosity and a ‘can-do’ attitude The two types of kindness : truth and championing and showing up on a personal level Having ‘proper’ conversations and having empathy. Pockets of kindness depending on your management team Being firm but fair The re-emergence of swearing and the aggressive boss Mentoring and the Women in Trading group The power of mentoring and transferring life experiences Bringing a different way of doing things 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.

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Seeing is NOT believing - Six Sells Shorts

Mike Nicholson, CEO, at Six Sells shares a thought about how Seeing is NOT believing anymore. (7m 34s) Since the 17th century, the saying 'seeing is believing' has been used and agreed with en-mass. As Gen AI increases the volume of fake content available, we're simultaneously entering a crisis of trust. Trusted, verified brands therefore become more vital than ever. About Six Sells: Six Sells is an executive visibility agency that works with CEOs and senior leaders within media and advertising businesses, turning thought leadership content and digital connections into commercial conversations. Press enquiries: hello@sixsells.co.uk.

Adtech Recruitment with Kim Dando on The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Kim Dando, who is the MD at round8 talent search. Accredited in Psychometric Assessment and Evaluation Kim is an expert in the digital media, tech and marketing industry with a track record of developing individuals and teams across UK, EMEA and North America. Here are some of the topics we discussed in this episode. The future of the industry and ad tech graduate recruitment AI and CV’s Leaning on relationships and network connections to find employment The importance of personalising your CV for each role Keeping LinkedIn updated when you apply for a position Importance of shared connections and professionalism on LinkedIn Being visible on social media platforms Advice for Cannes attendees Value in recruitment and networking at Cannes Looking at adjacent sectors in your job search 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.

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Ads in LLMs with Andrea Tortella on The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Andrea Tortella, who is the Co-Founder and CEO at Thrad. Here are some of the topics we discussed in this episode. Ads in ChatGPT and long tail LLMs The new window into the internet and early day learnings Conversational advertising - talking to the ads and the brands Moving from static to dynamic How to set up the ads and results Branded ‘chats’ and new sponsored experiences How the media is transacted and specific targeting Evolving measurement algorithms and pixels CTR’s and response rates The middle funnel conversations and redirecting conversations Sponsored prompts and nudging user decisions Adapting to user consumption and demand Making the ad format generative New protocols and emerging solutions to making media buying simpler Advertising at the speed of thought, news and culture Conversational data and improved media buying Brand safety, contextualising and driving innovation The relevance of the entry point to the brand What the future holds 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.

Marketing Effectiveness with Andrew Wynd on The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Andrew Wynd, who is an experienced leader in marketing and media with a valuable blend of both agency and brand side roles including Samsung, O2, Hasbro, Pepsico and most recently Global Head of Media at Just Eat Takeaway.com. He has now founded his own marketing consultancy business called Craft and Calculus. Here are some of the topics we discussed in this episode. Influencing consumers to change their behaviour Proving that marketing has an impact on the sale The importance of jargon free language and logical flow Marketing effectiveness roadmaps The idea behind Craft & Calculus - the magic and craft behind marketing Where marketing effectiveness sits in the media mix Getting the finance team onboard! The Holy Trinity of MMM’s, attribution and incrementality The changing role of the client/agency relationship and the power of partnerships Building a best-in-class marketing measurement system The importance of data and metrics Advice for ad tech companies to get a foot in the door The core principles of marketing effectiveness Standing on the shoulders of giants : looking at performance and brand Getting the people-side right Tracking and understanding what your investments are doing 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.

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The 3rd Era of Measurement with Simi Gill on The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Simi Gill, who is the Head of Digital at The Kite Factory. Simi has risen through the ranks after first starting in 2019 as Digital Account Manager and impressing with her strategic in-depth digital expertise. Her interesting portfolio also includes 3+ years at Mediacom working with planning and buying. Here are some of the topics we discussed in this episode. Getting rid of the jargon within measurement Understanding Era 1 - deterministic and linear Era 2 - multi touch and cross channel The nuances of Era 3 - modelled and predictive measurement Governance of privacy Changes in user behaviour and fragmented attention Increase of AI and zero click journeys Attribution and the total system level The media multiplier effect Moving away from direct response to a broader mix of channels The signals to fill the gap Contextual targeting and changing mindsets The challenges facing marketers as the changes take place The importance of first party data and modelling The key takeouts of the 3rd Era Display, conversions and view through Building brand saliency and exposure Authenticity and trust Google Analytics and reporting Will there be a 4th Era? 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.

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Digital Out of Home with Tom Barbour on The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Tom Barbour, who is the Sales Director at Vistar Media. His career spans roles at GumGum, Blis, and Opera Mediaworks as well as mentoring at Outvertising. Here are some of the topics discussed: The three key benefits of dOOH How L’Oreal and Arsenal harnessed dOOH DOOH as a primer and core part of the media mix Measuring the effectiveness of dOOH and the advancements being made Audience data, search intent and profiling Matching search uplift and historical data Measuring till sales to give an ROI on campaigns The retail media space Harvesting device IDs and programmatic The best idea for an dOOH creative that hasn’t yet been done The ‘no click’ search and how it affects publishers within ‘breaking news’ Using dOOH as an extension to a sales strategy 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 a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology. Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers. Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web. We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise. Email hello@sixsells.co.uk for more information.

B2B Marketing with Luc Benyon on The Six Sells Podcast

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.

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The Programmatic Landscape with Luca Filardo on The Six Sells Podcast

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.

Gen Z Marketing with Chris Platt on The Six Sells Podcast

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.

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