Strategy Sessions

Tarek Sioufi is Grey’s Chief Strategy Officer. He has led brand strategy for adidas, The Financial Times, Sainsbury’s, Iceland, Netflix, Cadbury and Coca-Cola.In this episode we discuss:The power of imaginationWhy strategy is simpleDo ideas just ‘find’ strategistsAre strategists the smartest people in the roomThree modes of thought for devising a brilliant strategyThe most debated Christmas ad of all timeThe UK’s super bowlPromoting Iceland – the country, not the supermarketTaking on Google for Iceland (and Sweden)Stella’s new campaignTarek Sioufi  Tarek is a multi-award winning strategist with over 20 years of industry experience. He has held senior roles at some of the world’s most entrepreneurial and creatively awarded agencies including: Media.Monks, Wieden+Kennedy, The Brooklyn Brothers, Fallon and Sid Lee.He joined Grey in 2023 as Chief Strategy Officer and leads some of the agencies key accounts including, Etihad, Sky Bet, Haleon and Vodafone Ireland. Tarek’s work has been celebrated both for its creativity and effectiveness by Cannes Lions, The Effies, D&AD and Contagious Pioneers.And in 2022, Tarek was recognised by Campaign Magazine for outstanding contributions to the industry in their 40 over 40 category and by BIMA (The British Interactive Media Association) as one of the nation’s top strategists and consultants.Find Tarek on LinkedInShow NotesFull show notes, including a transcription andlinks to everything discussed can be found here.

Joe Rampley is the Creative Brand Manager at Forest, London’s homegrown ebike company. He joins the show to talk about their new campaign.In this episode we discuss:Why perfection is overratedThe insight behind Forest’s new campaignWhy they rebrandedHow ad placement is as equally important as creativeHow you measure success when building a brandWhy Ritson’s Mini MBA is worth the moneyFull show notes, including a transcript, links to everythingdiscussed and contact details can be found on the episode page.Joe RampleyJoe leads Forest’s Creative Team, shaping the brand’s voice across everything from campaigns to positioning. He began his career as a freelance designer and illustrator, always with a keen interest in cycling culture. After a design internship with Deliveroo, he moved in-house and now serves as guardian of the Forest brand, overseeing all things creative for Forest. Find Joe on LinkedIn

Tim Donald is the Creative Director at Sneak, the cult energy brand known for its disruptive campaigns, chaotic storytelling, and fiercely loyal fanbase.In this episode we discuss:Why you shouldn’t chase seniorityBuilding from DTC to retailThe power of design for SneakSatanic cults for marketing activationsBuilding a brand around gaming cultureFinding the sweet spot between nerd culture and popular cultureThe creative pressure to stay true to the brand heritageThe impact of price promotion on brandBuilding communities for marketing while not “selling out”Full show notes, including contact details and a transcript can be found here on the show page.

Paul Makaya is the Founder and CEO of Bergast House, one of Zimbabwe’s most progressive integrated advertising agencies, that produces work that fuses insight, design, and purpose to drive both business growth and cultural impact.In this episode we discuss:Being authentically yourselfClients using AIRadio being the dominant media platform across AfricaShooting for greatnessWhy diverse teams perform betterTalk To Your Customers ResearchI'm running a survey at the moment to find out how frequently marketers speak to customers and what they learn if/when they do.All the details and the survey are on this page.A full transcription, contact details and enhanced show notes can be found here: https://eximomarketingstrategy.com/never-average-with-paul-makaya-strategy-sessions-podcast/

Chloë Davies is a multi award-winning founder, a transformation consultant, chef and creative visionary whose work sits at the intersection of creativity, culture and social.In this episode we discuss:Understanding what matters and what doesn’t Reflecting on how culture shapes usHow It Takes A Village Collective came aboutUsing social impact to change the world The story behind Virgin’s ‘See The World Differently’ campaign Why real relationships are essential to the agency / client magic Creating a ruckus in Ad LandThe continuation of poor male behaviour in the marketing industry The challenges of trying to change an industry perspective of Black womenHow you can support It Takes A Village CollectiveTalk To Your Customers ResearchI'm running a survey at the moment to find out how frequently marketers speak to customers and what they learn if/when they do.All the details and the survey are on this page.Show NotesThe full show notes, transcription and links to everything Chloë talks about can be found on the episode page here.

Cynthia Harris, MBA, leads 8:28 Insights, a consumer insights and marketing strategy agency rooted in cultural competence and human understanding.In this episode we discuss:How we deal with change Getting good briefs from clientsThe magic sauce between agencies and clientsHarnessing imagination Speeding up researchLessons from P&GCelebrating client winsCynthia HarrisCynthia Harris, MBA, leads 8:28 Insights, a consumer insights and marketing strategy agency rooted in cultural competence and human understanding. With a pre-agency career spanning Abbott Nutrition, P&G, McCormick, and Bath & Body Works, she blends nearly 20 years of experience with a passion for empathy and human stories. An award-winning industry leader and a distinguished Insights Association Laureate, Cynthia is a sought-after speaker and thought leader, recognized for her contributions to the industry and her ability to make brands more human. A tennis enthusiast and world traveler, Cynthia calls Columbus, Ohio, home. Cynthia also serves as an Insight's Association North Central Chapter Board Director.If you enjoyed the show, please give it a 5* rating.Find the full show notes, transcript and links on the episode page.

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 Bailey, a seasoned brand strategist with over 25 years in the field, shares his insights on effective branding. He emphasizes listening as a superpower for strategists and critiques static strategies that fail to adapt. Exploring the impact of the internet, Paul discusses how creators like YouTubers redefine brand building, highlighting the shift towards micro-influencers. He also explains that defining what a brand isn't can clarify its true identity, while reinforcing the importance of continuous audience understanding in shaping successful marketing strategies.

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.