
Strategy Sessions
Andi Jarvis (Eximo Marketing) talks to some of the world’s best marketers and shares hints, tips and insight to help you become a better marketer.
Latest episodes

Jan 9, 2024 • 28min
Premium Economy | Review of Rory Sutherland’s Episode | Solo Episode with Andi Jarvis
In this episode I review Rory’s second appearance on the Strategy Sessions. It’s a riot, as always, and covers hotels, trains and movies.
The couple of bits I picked to focus on are:
Rory’s most recent episode
Rory’s first episode
The LinkedIn post I reference
Tom Critchlow’s episode on the Strategy Sessions

Dec 12, 2023 • 53min
Mad Masters With Rory Sutherland - Rory is Back for Part 2 | Strategy Sessions Podcast
Rory Sutherland is, perhaps, the closest thing to industry royalty that we have in marketing. He’s Vice Chairman of Ogilvy UK, a best-selling author, owner of one of the best TED Talks you’ll ever see and the man behind MAD Fest a marketing.
Rory crashed straight into the top of the charts on the Strategy Sessions when he was on the first episode, so he came back for part 2.
In this episode we discuss:
• The father of behavioural economics
• What Columbo can tell us about strategy
• Why we should embrace accidents and post rationalisation
• Why the death of the creative process and insights is a problem for advertising
• The doorman fallacy
• Is performance marketing focusing on the wrong thing
• Start with the bottom of the funnel
• The importance of ‘commercial innovation’
• Premium economy and why it works
• Price v quality
• Rory’s view on cinema
• Why Britain gets trains wrong
• What parking at Heathrow tells us about customer behaviour
• Start with the consumer and work backwards
• Why the average is the enemy
Rory Sutherland
Rory is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency.
He works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behaviour - these are the often small contextual changes which can have enormous effects on the decisions people make - for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about "bought, owned and earned" media: we also look for "invented media" and "discovered media": seeking out those unexpected (and inexpensive) contextual tweaks that transform the way that people think and act.
It is a hugely valuable activity - but, alas, not particularly lucrative. This is because clients generally do not have budgets for solving problems they did not know they had.
Before founding Ogilvy’s Behavioural Practice, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of three books: The Wiki Man, available on Amazon (at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day), and the best-selling Alchemy, The surprising Power of Ideas which don't make Sense, published in the UK and US in May 2019, and, co-written with his former colleague Pete Dyson, the newly released Transport For Humans on the behavioural science of transport.
Rory is married to a vicar and has twin daughters. He lives in the former home of Napoleon III - unfortunately in the attic. He is a trustee of the Benjamin Franklin House in London and a Patron of Rochester Cathedral.
Find Rory on LinkedIn or Twitter
Rory’s Other Stuff
MAD Fest
Alchemy: The Surprising Power of Ideas That Don't Make Sense
Transport for Humans: Are We Nearly There Yet?
Chris Rock and Evolutionary Psychology
Andi Jarvis
If 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 on the 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.

Dec 5, 2023 • 9min
The Friedman Doctrine for Marketers | Review of David Mannheim's Episode | Strategy Sessions Solo Episode
A review of David Mannheim's Strategy Session episode. Solo episode with Andi Jarvis.
Shot live on location in Santo Domingo (watch it on Spotify or YouTube if you can - the fact it looks like a pit lane interview from F1 is entirely accidental).
I cover the Friedman Doctrine and why brands matter to people.
If 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 on the 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.

Nov 27, 2023 • 1h 2min
Up Close and Personal with David Mannheim | Strategy Sessions
David built and sold an agency and now runs Made With Intent, the tool that could transform ecommerce. He’s also a MASSIVE Disney fan.
In this episode we discuss:
Learning the lesson of being too business obsessed
What Disney can teach us about customer focus
How Manchester United have messed up personalisation
How Made With Intent is trying to change the personalisation space
Selling a CRO agency
Movie reviews with Dave & AJ (yes, I still love Con Air)
David Mannheim
David is a big kid, a big Disney fan and a big geek. He founded User Conversion which was acquired by Brainlabs and now the author of The Person in Personalisation.
His mission is to help retailers care more for their customers by listening, being appropriate, being familiar and creating a relationship. He is doing that through his new start up, Made With Intent, a platform that helps retailers do just this by diligently understanding customer intent.
Find David on LinkedIn.
Book Recommendations
The Person in Personalisation by, erm , David Mannheim
Moneyball: The art of winning an unfair game by Michael Lewis
Andi Jarvis
If 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 on the 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.

Nov 14, 2023 • 21min
Black History Month 2023 Mini Series Review | Solo Episode With Andi Jarvis | Strategy Sessions
This is the first solo episode of the Strategy Sessions.
In this episode we discuss:
What a dog poo podcast is
Lessons from the BHM Mini Series
Why Kevin’s episode had a major impact
on me
What equality through education means
If you dive back into the archives, you’ll see I used to do a solo section in each episode but that died about the same time as Covid restrictions lifted.
After some feedback from friends, colleagues and people at conferences, I’ve decided to introduce a few shorter episodes that discuss issues the guests raise in more depth. This won’t replace the normal length episodes, it’s an additional treat for you. Aren’t you lucky.
Let me know if you like the new format.
Andi Jarvis
If 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 on the 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.

Oct 31, 2023 • 53min
Data Stories with Thierry Ngutegure | Strategy Sessions
Thierry is Bradford’s second best marketer (after your not-so-humble host!), a data expert and a product inventor.
In this episode we discuss:
The joy of a non linear path
Learning from our community
Why Bradford is bouncing
How fusing ideas, cultures and thoughts creates greatness
Launching his first product
What’s the worst that could happen
You are not your customer
Launching a peanut butter
Monetising bull semen (yes, you read that right)
Using data to tell stories
Why people are the most important part of data (not just a dashboard)
How AI can impact data collection and usage
Thierry Ngutegure
Thierry is the Head of Data Insight at SALT.agency. Overseeing SALT's data and insight product offering, which combines our renowned SEO and content proposition with a data-driven strategy - helping clients become more visible and execute their growth strategy.
The data team's wealth of experience, comprehensive understanding of data analytics, data-led PR and SEO best practices is invaluable in driving clients data-centric growth, including campaigns for the likes of Showpiece, Whiskey Investment Partners, GAME, Missguided, PrettyLittleThing, M&S, Monzo and GoCompare.
Find Thierry on LinkedIn and Instagram
Thierry’s Products
Beers can be found here, here and here.
Mothernutter peanut butter
Black Knights Tequila
Book Recommendations
Scary Smart by Mo Gawdat
Andi Jarvis
If 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 on the 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.

Oct 24, 2023 • 51min
Brand By Me with Collette Philip | Strategy Sessions
Collette Philip runs multi award-winning brand and strategy consultancy, Brand By Me. Brand by Me help organisations build brands that drive social justice.
In this episode we discuss:
• Knowing when a space isn't for you
• How divide and conquer works in the workplace
• Importance of language
• Clarity in brand strategy
• Hallmarks of bad brand strategy
• The history of Brand By Me
• Focus and specialisation
Collette Philip
Collette Philip runs multi award-winning brand and strategy consultancy, Brand By Me. Brand by Me help organisations build brands that drive social justice. Collette started life in advertising, before moving brand-side.
She has worked with, on and for a breadth of amazing brands for over 20 years, - from household names to amazing charities, including Starburst, Clearasil, McDonald's, T-Mobile, EE and Barnardo’s children’s charity. It was her love of brands and fire for justice that led her to launch Brand by Me, in 2016. Today Brand by Me are in high demand with clients such as Wellcome Trust, Amnesty International and Santander.
Collette is a celebrated writer and speaker featured in Third Sector, Campaign, Forbes and on BBC Radio 4. Brand by Me was named a “Small Business of 2021” by Lloyds Bank and The Times and this year, Collette was recognised as one of Campaign magazine's "40 over 40".
Collette is also Chair of Trustees at Abram Wilson, a music charity that inspires, connects and opens doors for minoritised young talent in the music industry.
You can find out more about Collette at collettephilip.com.
Book Recommendations
What White People can do Next by Emma Dabiri
The Good Ally by Nova Reid
The List by Yomi Adegoke htt
Andi Jarvis
If 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 don’t get the podcast emailed to you, sign up for it on the Eximo Marketing website.
Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.
Andi Jarvis, Eximo Marketing.

Oct 17, 2023 • 1h 3min
Black Creative Experience with Kevin Morosky | Strategy Sessions
Kevin Morosky is a Virgo, film director, and creative. He’s a community leader, a change maker, an author and a fascinating podcast guest.
In this episode we discuss:
A love letter to Black women
Being black and queer and how that inspired Kevin’s first book
How life influences the creative process
Pocc & the community around it
The influence of Biggie Smalls
How to spot bad briefs from brands
Kevin Morosky
Kevin’s career began in film photography, with his work seeing him published in the likes of Dazed, ID, and Vogue to name just a few - if you bought mags in the early 10s, you probably saw his work inside.
Aware of the fact he was often brought onto advertising projects as a diversity hire, with little say in the actual content he was shooting, Kevin worked to get on the other side of the ad industry. He quickly became a creative known for pursuing authentic - and often humorous - storytelling that felt inclusive and insightful, challenging the norms of the industry. His dedication to the culture paid off; as well as co-founding Pocc, a Black British Business Awards-nominated creative network that champions Black and Brown voices in advertising, Kevin’s also Jury President of the D&AD New Blood Awards 2021.
As a film director, Kevin’s portfolio spans both commercial and personal work. He frequently self-directs his ad campaigns, which has seen him work for the likes of Samsung, O2, Vodafone, and Lush. Recent personal works include a quintet of short films (Lungs, Laundry, Moon, Homes and Quantum) examining what it means to be Black in 2020 Britain, and Orphans: a Queen’s thoughts at Christmas starring Susie Wokoma.
Kevin is currently self-financing More Time, a workplace mockumentary, and is developing his first feature with the BBC.
Kevin’s Books
Black Women Always
Book Recommendation
Edge of Here by Kelechi Okafor
Andi Jarvis
If 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 don’t get the podcast emailed to you, can sign up for it on the Eximo Marketing website.
Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.
Andi Jarvis, Eximo Marketing.

Oct 10, 2023 • 60min
Putting People into PPC with Anu Adegbola | Strategy Sessions
Anu has worked in Paid Search since 2008, with experiences in agencies, brands and tech companies. She’s also the founder of London’s PPC Live meet up.
In this episode we discuss:
Why paid media isn’t all spreadsheets and data
How the PPC Live event started and why ‘done is better than
perfect’
PPCChat and how that became a podcast
The role of traditional ads in PPC success
The future of Google ads
Anu is passionate about ensuring that Paid Search is done right and for the benefit of each individual business so as to ensure business goals, not just channel growth.
She is heavily involved with the wider Paid Search community, which has led her to host the podcast #PPCChat Roundup as well as set up an in-person PPC meet-up in London called PPC Live UK. She loves seeing search managers learn, grow and find new things to test.
Find Anu on Twitter (or X or whatever) or LinkedIn
Tickets for the next PPC Live UK Event (26 October 2023)
Apply to join the Slack Group
Join WhatsApp Group (>450 members)
Book recommendation Lost and Founder: A Painfully Honest Field Guide to the Startup World by Rand Fishkin
Andi Jarvis
If 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 don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.
Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.
Andi Jarvis, Host & Eximo Marketing

Oct 3, 2023 • 1h 5min
Marketing Innovation with Sherice Anibaba | Strategy Sessions Podcast
Sherice Anibaba learned her marketing fundamentals at McDonald’s
restaurant . Her career spans senior roles held at Britvic Soft Drinks, Speedo as Global Head of Brand, and is currently at Greene King as Head of Brand.
In this episode we discuss:
Lessons from McDonald’s
Staying customer centric
How innovation really works
Innovation within a heritage brand
The benefits of The Marketing Academy
Why it’s important to pay it forward
Sherice Anibaba
Sherice learned her marketing fundamentals at McDonald’s
restaurant . Her career spans senior roles held at Britvic Soft Drinks, Speedo as Global Head of Brand, and is currently at Greene King as Head of Brand.
She was a 2020 Marketing Academy scholar and believes in paying it forward mentoring marketing students and junior marketers , she believes in belonging for all and uplifting the next generation of leaders.
Find Sherice on LinkedIn.
Black History Month
This is the first in a mini series of podcasts for Black History Month. Throughout October, we're celebration some of the best black marketing talent from the UK, with episodes of the Strategy Sessions.
Andi Jarvis
If 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 don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.
Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.
Andi Jarvis, Eximo Marketing.