Strategy Sessions

Eyup and welcome to the Strategy Sessions! We're back with the 4th season on Tuesday October. All the usual interviews you'd expect - this time with improved production.  We're starting Season 4 with a mini-series-within-a-series for Black History Month (BHM) throughout October.  I'll be releasing an episode a week throughout the month, featuring some of the best black marketing talent that we have in the UK. American fans might be wondering why BHM is a different month in the UK than in the US and I DON'T KNOW but please drop it in the comments if you do know!  Make sure you follow the show on your podcast platform to get notified of new episodes. Andi Jarvis Host & Strategy Director https://eximomarketingstrategy.com/

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, advertising and disruption event taking place in London 4 – 6 July. In this episode we discuss: Lionfish, toothfish and pilchards – how rebranding fish drives sales Humans have strange value systems The map is not the territory – Alfred Korzybski The relationship between innovation and marketing All decisions look different with hindsight Rory being a heretic Mercedes v Toyota and how they manufacture quality without trade offs Why people buy expensive wines How to get young people to invest in pensions When you shouldn’t use nudges Why economists are the worst people on the planet Why the Uber map is genius Why random brands exist on Amazon The benefits of being on Chris Evans’ breakfast show How the Walls Viennetta came about How managers can convince the board to invest in radical thinking 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?⁠ 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 ⁠Twitter⁠ or ⁠LinkedIn⁠. 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.⁠

Hamptons Tech Week is back at the end of June. It’s one of the must attend events in the tech sector because of the incredible network of people who attend. Steve Sabo is the Co-Founder of the event and he explores what makes the event special. He’s also the Founder of Ethereal, a blockchain and Web3 consultancy, a massive golf fan and the CEO of Vin & Fin, the financial services event you never knew you needed.   In this episode we discuss: Hamptons Tech Week – what makes it special and what the plans are for the future Why small events can keep a spark that the huge events can’t The differences between the UK and US in the entrepreneur space Is Web3 over hyped? Why FOMO makes a terrible business model Will the incumbents let Web3 ever reach its potential Starbucks being the world leaders in using Web3… and why no one knows about it What comes next in the Web3 space – and why it could be great for hipsters! What role does government have to play in legislating for new tech The intersection of tech and golf How golf can change to capture a new audience and stay relevant Why Belfast has a big future in the tech space Vin & Fin – why pairing financial advice with wine tasting is the future Stephen Sabo Early on in his professional career, Steve recognized an opportunity to educate others with a CFO style approach designed to make the complex world of financial planning, taxes, and insurance accessible and simple. With this approach as his foundation, Steve founded Simple Society where he serves as the CEO today. At the core of Simple Society lies a dedication to providing objective, honest, and precise strategies. Through this firm’s dedication to education of clients, Steve created a trademarked course called Vin & Fin, which pairs wine and financial education to make the complex topics in life easier on the palette.  The pandemic hit, making Vin & Fin press pause until events were "back" which allowed Steve to find his other passion in the world of blockchain and web3.  He created the consulting company Ethereal to help companies understand and integrate this technology into their businesses.  Ethereal also has its own projects which include Hamptons Tech Week and Liquidity CC.    Steve’s passion for connecting with others allows him to act as a partner, often developing mutually beneficial relationships for people in his vast network.  In his free time, he enjoys golfing at Beacon Hill Country Club in Atlantic Highlands, NJ where he lives with his wife and two children.   Find Steve on LinkedIn. 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 Twitter or LinkedIn. 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.

Barry is Mr News SEO. He focuses on technical SEO and specialised services for news publishers, working with some of the biggest names in world publishing. In this episode we discuss: The difference between ‘classic’ SEO and news SEO Google’s role as judge, jury and executioner for news organisations Social traffic v search traffic in news SEO How news organisations are struggling with new commercial models Are the challenges any different to previous generations for news publishers How AI is impacting SEO The ethical and social problems with AI How SEO has changed from deterministic to probabilistic How Barry got in to SEO The importance people skills in technical disciplines Why more companies should have a technical track and not just promote managers Barry Adams Barry Adams has been building and ranking websites since 1998. Through his Polemic Digital consultancy business, he focuses on technical SEO and specialised services for news publishers. Barry counts some of the world’s biggest media brands among his clients including News UK, The Guardian, FOX, Future Publishing, Euronews, and Hearst. He is a regular speaker at conferences and events around the world, delivers annual guest lectures for local universities, and writes an irregular newsletter on SEOforGoogleNews.com.  The News and Editorial Summit can be found here: https://newsseo.io/ Find Barry on Twitter and LinkedIn Book Recommendations BLINDSIGHT by Peter Watts 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 Twitter or LinkedIn. 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 few weeks and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

The day this podcast launches - Thursday 20th April 2023 - I'm speaking at Brighton SEO alongside Fabio Embalo (Viaduct Generation) and Azeem Ahmad about equality in marketing. Azeem hosts the Azeem Digital Asks podcast, so we did a joint episode to dive into the subject for a wider audience. In this episode we discuss: A simple explanation of marketing strategy Where equality fits in your marketing strategy What can go wrong if you try and 'retrofit' equality into marketing tactics Making strides with diversity at marketing events Why we shouldn’t try and guess what our customers think Why you should talk to your customers more and observe what they do Why AI for customer research is a terrible idea How to solve pay gaps How you can make a difference regardless of where you are in your career Why you should listen to each other’s podcast Azeem Ahmad Azeem is an award winning digital marketer, and international conference speaker with several years of experience in the industry, covering multiple disciplines such as SEO, PPC, Social Media, Programmatic, and Display too. As well as this, he hosts his own digital marketing podcast called "Azeem Digital Asks" which aims to give a platform to women, POC and marginalised communities, and has previously been a judge at many search awards across the globe, including the European and US Search Awards. Find Azeem on Twitter and LinkedIn 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 Twitter or LinkedIn. 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 few weeks and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Bethan is the Founder and Managing Partner of Open Velocity, a marketing strategy consultancy, based York but working globally. In this episode we discuss: Should marketing be involved in product decisions? Building teams the P&G way Being the voice of the customer in the organisation Speaking the language of the business Marketing bubbles and why you need to avoid them Why marketing reports should be backwards Tell me what you don’t know Attribution is dead – so how do we manage success What’s old is new… knowing your customer Defining what marketing strategy is and does it matter that it’s not defined properly? Who should organise the Christmas party? What is a fractional CMO and their involvement in strategy, culture and execution Businesses don’t care about creativity – what do they care about Lessons from standing for election as an MP TOPTIP is back! This time it’s about finance… and it’s a banger! Bethan Vincent Building on her work at the C-Suite level, Bethan is a regular speaker about marketing and technology at international conferences, including GitLab Commit San Francisco 2020, TuringFest 2021 and Learn Inbound 2023 conference. Formerly Marketing Director of a leading technology consultancy and a senior manager in the cloud computing industry, Bethan’s career has been built at the intersection between marketing, product and development. Outside of their “day job”, they like to powerlift, meet interesting people and contribute to The Brave Podcast, which explores how we can build a better future. Find Bethan on LinkedIn and Twitter Book Recommendations Walden Two by BF Skinner The Uncertainty Mindset: Innovation Insights from the Frontiers of Food by Vaughn Tan 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 Twitter or LinkedIn. 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.

Somehow we managed to get to 50 episodes. So we paused, got some regular listeners to come on and talked about lessons they’ve picked up from the show. Andi is joined by Jane Roper, Simon Caughey, Frank Olivo and Maret Reutelingsperger. In this episode we discuss: · Sarah Shimmons (Season1, Episode 22) – how to build a brand to drive revenue · Lily Hecht-Leavitt and Gil David (Season 3, Episode 1) – the relationship between brand and performance marketing · Noémie El-Maawiy (Season 3, Episode 7) – using events holistically as part of B2B marketing · Koen Pauwels (Season 1, Episode 17) – the issue with how ads are measured and what impact brand has on online click through rates · Britney Muller (Season 2, Episode 11) – prioritise by impact (possibly the best 3 words to appear on the whole show) · Peep Laja (Season 3, Episode 3) – use user testing to make your communication more effective · Peep Laja (Season 3, Episode 3) – remember, we’re all humans. B2B doesn’t have to be boring to boring · Tom Critchlow (Season 2, Episode 6) and JP Castlin (Season 2, Episode 4) – Remove the distinction between strategy and execution, changing it to strategy and stewardship · JP Castlin (Season 2, Episode 4) – defining what marketing terms mean and why no one can agree · Katie Jackson (Season 1, Episode 13) – Understand the industry conventions, then decide who you’re going to break them. · Juliet Hodges (Season 1, Episode 23) – put a box around your prices · Antonia Cross (Season 2, Episode 7) – strategy first, even in a crisis · Aris Stamatis (Season 2, Episode 3) – why we should stop worrying about ‘the genius’ who works at an ad agency Episode 51 home page Learn Inbound Still time to get a ticket for Learn Inbound in Dublin. It’s coming soon - Monday 13 March, The Alex Hotel, Dublin. Tickets from €249 from https://learninbound.com/

Karina is an economist with the Economic and Social Research Institute (ESRI) in Ireland. She is also an Adjunct Associate Professor at Trinity College Dublin and a Research Fellow at the Institute for Labor Studies (IZA) in Germany, holds a PhD from University College Dublin has economics at Cambridge University. She’s easily the smartest person ever to appear on the show. In this episode we discuss: What’s driving the cost of living crisis The definition of a recession and if the UK is in a recession The difference between inflation, falling inflation and deflation What role consumer sentiment plays in how people spend The impact of current issues on the UK, Ireland and Europe How reduced spending power impacts different groups in society Lessons from Covid on managing economic shocks How marketers can get a better understanding of the economic issues What macro-economic indicators marketers should look for to help understand if/when a recovery is starting Karina Doorley Karina Doorley heads up the Tax, Welfare and Pensions team at the Economic and Social Research Institute (ESRI) in Ireland. She is also an Adjunct Associate Professor at Trinity College Dublin and a Research Fellow at the Institute for Labor Studies (IZA) in Germany. She received her PhD from University College Dublin in 2012 with a thesis focused on the effect of fiscal and social policies on labour supply and redistribution in Europe. Prior to this, she studied economics at Cambridge University and University College Dublin. Karina worked at IZA in Germany as a Research Associate from 2012 until 2014 before joining the Luxembourg Institute of Socio-Economic Research (LISER) as a Research Associate. She was appointed head of the "Employment and Wages" unit at LISER in 2016. In 2017 she moved to the ESRI as a Research Officer and was appointed Senior Research Officer in 2019. Karina's research interests include income distribution, tax and welfare policy, gender equality and demographic change. She is a frequent contributor to radio and television discussions on economic matters.. Find her on LinkedIn. Learn Inbound Monday 13 March, The Alex Hotel, Dublin Tickets from €249 from https://learninbound.com/ 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 Twitter or LinkedIn. 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.

Andrew uses research to drive brand strategy. His career in media includes stints at Channel 4, the BBC and Reach. Andrew also writes for Marketing Week. In this episode we discuss: The infamous Microsoft study of attention (and why it’s bum gravy) What the research into social purpose gets wrong (thanks to Marc Pritchard) How to spot and avoid bad research Why ‘straight line thinking’ doesn’t always get the right answer Does more research = better research? The post big data era The drawbacks of Ofcom’s Communications Market Report (which was new to me – I’m a superfan of this work) Social media and they data harvesting problems Andrew’s career and publishing of the Empathy Delusion & Aspiration Window Learn Inbound Monday 13 March, The Alex Hotel, Dublin Tickets from €249 although if you use this link you'll get 25% off! https://ti.to/learn-inbound/learn-inbound-october-2022/discount/EXJ1025  Andrew Tenzer Andrew is an award winning insight and brand strategist with over 10 years’ media experience working at some of the world's most iconic brands including Channel 4 and the BBC. Most recently, he spent six years as the Director of Market Insight and Brand Strategy at Reach (the largest commercial publisher in the UK) where he was responsible for delivering insight, driving brand strategy and leading on new brand launches. Andrew is the co-author of a number of industry acclaimed papers, including The Empathy Delusion and The Aspiration Window. Andrew also writes a regular column for Marketing Week. Socials LinkedIn https://www.linkedin.com/in/andrew-tenzer-04919657/ Twitter https://twitter.com/thetenzer TikTok https://www.tiktok.com/@thetenzer Everything Else The Road to Somewhere: The New Tribes Shaping British Politics by David Goodhart https://amzn.to/3jWpQYj 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 Twitter or LinkedIn. 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.

Noémie El-Maawiy is the Head of Marketing at Viaduct Generation. In this episode we discuss: How Noémie got into marketing Event marketing – never really chatted to anyone on the show about events and you’ve got a background in them. Could be interesting Working for a mission led company – what does that mean and how does it match the commercial reality of running an agency  Living in Spain, working in London.  Moving from specialist to generalist  What a Demand Generation Manager is an why the title might not be as bad as you think Marketing is more than just the creative discipline  A Bold Talk and helping other women over come challenges of progression at work How and why the work place is designed for men Noémie El-Maawiy Noémie began her career in the fintech startup environment, specialising in Event Marketing and Communications. She later moved into Demand Generation, gaining full visibility into both online and offline marketing channels. Alongside this, Noémie has always had a keen interest in company culture and fostering inclusive workplaces, getting involved and spearheading employee engagement initiatives. 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 Twitter or LinkedIn. 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.