Strategy Sessions

Kenda is a forensic psychologist turned marketer and author who uses consumer behaviour to improve marketing campaigns. In this episode we discuss: Automation Ninjas – how it started and how it’s going The common mistakes marketers make in campaigns Why the brain gets overloaded and what marketers can do to help Behavioural nudges and the ethics behind them The difference between neuroscience and psychology Going from a degree in forensic psychology to running an Infusionsoft certified agency Being a scout master and why that’s important Book Recommendations Hack the Buyer Brain by Kenda Macdonald Nudge by Richard Thaler and Cass Sunstein Popcorn Psychology podcast  Freudian Sips podcast   Other Things We Talk About Strategy Sessions podcast with Juliet Hodges (BUPA)  Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249 It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.  Sign up for the programme here.  Kenda MacDonald on LinkedIn, Twitter, Instagram. 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.

JP Castlin is a former consultancy executive turned independent strategy and complexity management consultant. He is a contributor for Marketing Week and a brilliant podcast guest. In this episode we discuss: 1. How to define strategy 2. The ambiguous language of marketing and strategy 3. Frameworks and structure for strategy 4. Strategy and execution and how they work together 5. Being humble as a strategist 6. Complexity theory and how to use it in strategy 7. JP’s book and writing on strategy and why you should be reading it 8. How to be a better consultant by asking more questions 9. Hat tip to Tom Critchlow 10. Using theory to inform your practice 11. Examples of when things went wrong in JP’s career 12. When customer research is useful and when it’s pointless 13. Retention v reacquisition and why it’s often a false divide 14. Talking the language of finance and the people you want to influence 15. Andi’s wild predictions about companies that might not exist soon Book Recommendations JP’s Marketing Week musings https://www.marketingweek.com/author/jp-castlin/ Tom Critchlow’s consulting blog https://tomcritchlow.com/ Strategy in Praxis newsletter by JP Castlin  Invisible Gorilla by Christopher Chabris  How Brands Grow – Byron Sharp  Strategy Synthesis – Bob De Wit and Ron Meyer  The Origin Of Wealth: Evolution, Complexity, and the Radical Remaking of Economics – Eric Beinhocker The Halo Effect – How Managers Let Themselves be Deceived by Phil Rosenzweig  Other Links Luke Carthy on the Black Friday episode  Nick Baughan from Facebook (now Meta) on the podcast  Mike Follett from Lumen Research on the podcast  Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here. JP Castlin The best place to find JP is Twitter or 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

Aris is a freelance strategist with a focus on integrated marketing. He was worked with clients like Vodafone, Unilever Honda and Red Bull. In this episode we discuss: 1. Strategy v tactics and how they should work together 2. How to present strategy to clients 3. What strategy looks like when companies do it for themselves 4. How Oatly came about 5. Positioning Oatly to dominate a new category 6. Being brave as a consultant 7. Old Spice and how they use consumer insight 8. Are personas any use? 9. Do funnels add value to presentations and strategies? 10. Brand purpose – Instagram v reality 11. An example of two car brands and their approach to using their brand purpose 12. Aris’ background and how he got into strategy 13. The cult of genius and how that stacks up against professionalism Book Recommendations Ogilvy on Advertising Confessions of an Advertising Man  The Book of Gossage (or Can Advertising Be Saved?) And one about Gossage from Steve Harrison: Changing the World Is the Only Fit Work for a Grown Man  Playing to Win Creating Great Choices by Roger Martin  Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here.  T.O.P.T.I.P Today’s T.O.P.T.I.P is from… me! Check out Luke Carthy’s Black Friday lessons from last year, especially if you haven’t started planning yet! Aris Stamatis Aris is an ex-musician, ex-photographer, ex-art director, ex-editor. He began his career in advertising as a copywriter and UX strategist with a creative focus, working for clients like Vodafone, eBay, Unilever, Honda, Swatch, Red Bull or MTV. Aris believes that nailing the problem provides 93,9% of the solution, so he finally turned creative strategist. He never leaves home without a tie, e.g. walking the dog. Find Aris 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.

Simon is a Visiting Professor at Ulster University and an author of several books on enterprise and entrepreneurship. In this episode we discuss: · Simon’s background and how he got into working and studying enterprise. · How governments support new business and does that actually work? · What are the ideas and assumptions that support enterprise policy? · Is research impartial and independent? · The history of government interventions into enterprise and entrepreneurship · What George Washington’s death and Greek doctors can teach you about government policy to support enterprise. · Why clever people believe things can be damaging. · Are small businesses just small big businesses and why enterprise shouldn’t be studied in business schools. · Should every business set out to grow? And why big business thinking can be damaging to small businesses. · Why you should stop trying to predict the future. · Planning v preparing for uncertainty · Anti-fragile and what it means for your business · Ready, aim, fire v ready, fire, aim · Why people aren’t as rational as economists think · What changes Simon would make if he was in charge of government policy · Two different ways to look at failure Book Recommendations Burned: The Inside Story of the 'Cash-for-Ash' Scandal and Northern Ireland's Secretive New Elite by Sam McBride  Scale: The Universal Laws of Life and Death in Organisms, Cities and Companies by Geoffrey West  Adapt: Why Success Always Starts With Failure by Tim Harford  Antifragile: Things that Gain from Disorder by Nassim Nicholas Taleb  The Black Swan by Nassim Nicholas Taleb  Effectuation: Elements of Entrepreneurial Expertise by Saras Sarasvathy  Herd: How to Change Mass Behaviour by Mark Earls  Seed to Seed: The Secret Life of Plants by Nicholas Harberd  Other Stuff we talked about on the Podcast Hand dryers v paper towels: a Guardian long read  Simon Bridge After gaining a degree in Engineering (at Cambridge) Simon worked at Rolls-Royce, the Royal Engineers and Harland & Wolff Shipyard before joining the Local Enterprise Development Unit (LEDU*). In 1993 Simon left LEDU to set up his own business as a consultant and a facilitator of enterprise and voluntary/community sector development. His clients included government departments, education establishments, district councils, local enterprise agencies, private businesses and voluntary and community sector bodies. He also undertook assignments in Bulgaria, Lithuania, Mozambique, Romania, Russia, Slovakia and the Ukraine. After leaving LEDU Simon continued to explore enterprise and probe the knowledge shared about it. As well as delivering conference papers, academic articles and lectures he has written or co-written several books about aspects of enterprise. Since 2008 he has also been a Visiting Professor at the Ulster University Business School. *NB LEDU was wound up in 2002 when Invest NI was created. Find Simon here: simonbridge@btconnect.com 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.

Les Mills is a global fitness brand and Amy Smith is their European Marketing Director. We talk purpose, brand management and learning. Amy is the Regional Marketing Director at Les Mills, the global leader in group fitness. She is responsible for leading the European marketing strategy and driving business performance across the region for consumer, Instructor and B2B audiences. Being part of a brand that’s on a mission to create a fitter planet, Amy is able to combine her love of fitness and travel in order to make a real difference to people’s health and wellness. In this episode we discuss: What / who Les Mills is and the company background The focus on creating and evolving the perfect Les Mills product How has the business model evolved due to Covid Moving to a Direct to Consumer model while still supporting their instructors Brand management in a product business Brand purpose and what that means at Les Mills Equality, diversity and inclusion at Les Mills Managing a global brand across Europe Amy's previous roles  The importance of training and mentors  Podcast Recommendations How To Fail with Elizabeth Day  High Performance Podcast Shaun Wane episode  Shaun Wane on the BBC History of Les Mills  Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa (Finland) is available now for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Amy Smith Amy is passionate about people in every sense. With a team based across Europe, coaching and navigating them through the pandemic to emerge stronger than ever has been crucial and one of the most rewarding points of her career to date. During her time at Les Mills she also became a certified Les Mills GRIT coach to truly get in the shoes (trainers) of the Instructors. Prior to joining Les Mills, Amy was Group Product Manager at L’Oréal. While at L’Oréal she delivered 3 successive years of double-digit growth on French pharmacy brand, Vichy, and won a L’Oréal international digital award for Best Integrated Marketing Campaign. Amy began her career at Procter & Gamble where she led the DTC and eCRM programme across a diverse portfolio of brands, include Gillette, Pampers & Fairy. She then became Senior ABM for Oral-B, one of P&G’s billion-dollar brands. Outside of work, Amy loves all things sport, adventure and travel. Currently training for a Triathlon (and trying to embrace the chilly lido temperature) and dreaming of getting back on a plane and exploring more of the world. Find Amy on LinkedIn. Andi Jarvis Find me on Twitter or LinkedIn. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Lily Thistlewood has just launched a performance marketing agency. She talks about moving from in house, focusing on big events and CrossFit In this episode 1. Launching your own agency 2. Moving from in house to agency 3. What starting in brand marketing means when becoming a performance marketer 4. Lessons from working at one of the UK’s biggest ecommerce retailers 5. Are performance marketers the CrossFitters of the marketing world? 6. The impact of Black Friday on brand loyalty 7. T.O.P.T.I.P.S for performance marketers 8. Learning from your mistakes 9. Cook v Zuckerberg in a battle for privacy (and why I don’t care) Institute of Directors Event On Monday 28 June I’m running a workshop with the IoD for people who manage marketing teams but don’t have a marketing background. I’ll be sharing 4 questions you should ask your marketing team (and 2 you definitely shouldn’t) during a 45 minute session and taking questions at the end. It’s free to attend and open to everyone, not just IoD members. Full details and tickets here https://www.iod.com/events-community/events/event-details/eventdateid/31660 Digital Marketing Strategy Course If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace. By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished. It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors. Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy Lily’s Book Recommendations Agencynomics by Spencer Gallagher https://amzn.to/3xkln3a Lily Thistlewood After almost 10 years working for one of the UK biggest online brands Lily has left Very.co.uk to launch her own Liverpool based Paid Media agency, Reform the Fold. Reform has offices in Liverpool and Shoreditch and is focused on merging brand with performance to deliver industry leading campaigns. Find Reform the Fold IG: @reformthefold LinkedIn: linkedin.com/company/reformthefold 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.

The Parents Promise is a grassroots campaign to change how children are impacted by separating parents. This is the story of the campaign. In this episode What is the Parents Promise Where did the idea come from and why is now the time to start talking about it What organisations make up the Positive Parents Alliance Using grassroots marketing campaigns to help shift behaviours The powerful impact of simple comms The benefit of traditional media – especially TV Working with using influencers like Ed Balls! Where next for the Parents Promise Digital Marketing Strategy Course If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace. By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished. It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors. Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy Friends of The next Friends Of event is on Wednesday 9 June, 9 – 12. Book a session with a great consultant for a range of marketing issues for just £25. All the money goes to Barnardo’s NI. Full details and booking: https://friendsof.co.uk/ James Hayhurst James founded the Positive Parents Alliance and is the driving force behind the Parents Promise, a grassroots campaign which aims to reduce the impact on children when their parents separate. He’s worked agency-side with BMP DDB (now Adam&Eve DDB) and Leagas Delaney, working on brands like Volkswagen, Glenfiddich and Patek Philippe. He was also Global Brand Equity director for OMO/Persil at Unilever. Parents Promise: https://twitter.com/Parents_Promise https://theparentspromise.org.uk/ James Hayhurst: LinkedIn https://www.linkedin.com/in/james-hayhurst-59a5a15/ Twitter https://twitter.com/Hayho 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.

Juliet works at BUPA in the Behaviour Insights Team – the nudge unit. You won’t believe the information she shares about nudging In this episode · The rise of nudging · How and where nudging is used · What behaviour insights does at BUPA · The ethics of nudging people · Juliet’s PhD in end of life choices (get the tissues ready) · Behavioural insights at Ogilvy · Good and bad examples of nudging being used in the wild · Why we need qual and quant data · The science behind menus · People being chimps in shoes · How you can manage stress better Digital Marketing Strategy Course If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace. By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished. It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors. Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy Friends Of The next Friends Of event is on Wednesday 9 June, 9 – 12. Book a session with a great consultant for a range of marketing issues for just £25. All the money goes to Barnardo’s NI. Full details and booking: https://friendsof.co.uk/ Juliet’s Book Recommendations Bad Blood: Secrets and Lies in a Silicon Valley Startup by John Carreyrou Misbehaving: The Making of Behavioural Economics by Richard Thaler  Midnight Chicken: & Other Recipes Worth Living For by Ella Risbridger  Burnout: Solve Your Stress Cycle by Emily and Amelia Nagoski  Juliet Hodges Juliet is a senior adviser in Bupa’s Behavioural Insights Team, using behavioural science to solve business challenges. She has been at Bupa for five years, working on briefs ranging from designing customer pathways, influencing clinician behaviour and improving workplace wellbeing. She began her career at Ogilvy Change, the behavioural science consultancy wing of the advertising giant, where she worked with clients like Diageo, American Express and News UK. She holds an MSc in behavioural economics and is currently pursuing a PhD at the London School of Economics. Find her on: Twitter https://twitter.com/hulietjodges Linked: https://www.linkedin.com/in/juliet-hodges-85b3406b/ 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.

Sarah Shimmons is the Global Marketing Director at Smirnoff. We talk education, values, TV and marketing effectiveness. Enjoy. In this episode 1. Managing a global brand that such great heritage 2. Covid and the impact on Smirnoff 3. Measuring marketing effectiveness 4. Training and continuous learning for marketers – the Diageo way 5. Investing in your own education 6. Do you even need a marketing education? 7. Managing beer brands at Tennent’s NI 8. Using Tennent’s Vital to reposition Tennent’s beer 9. Social media and how that can mislead your thinking 10. Smirnoff challenging perceptions and social issues 11. Working in different brands across the globe 12. Working at Coca Cola (the local bottling company in Ireland) and how to ace in store execution 13. Deep RiverRock TV ads and Smirnoff TV 14. Investing in creative excellence Digital Marketing Strategy Course If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace. By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished. It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors. Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy Friends of The next Friends Of event is on Wednesday 9 June, 9 – 12. Book a session with a great consultant for a range of marketing issues for just £25. All the money goes to Barnardo’s NI. Full details and booking: https://friendsof.co.uk/ Sarah Shimmons Sarah Shimmons is the Global Marketing Director, Smirnoff at Diageo. She is a Marketing Director for Smirnoff with background mainly in the drinks industry and passion for comms, media and innovation. In my eyes, Sarah is one of Northern Ireland’s best marketers and is set for global domination. Her views on education, brand management and marketing are well worth listening to. Find her on LinkedIn https://www.linkedin.com/in/sarah-shimmons/ Sarah’s Book Recommendations Shoe Dog: A Memoir by the Creator of NIKE by Phil Knight https://amzn.to/2PPn0py Dogs of War by Adrian Tchaikovsky https://amzn.to/336PBJY 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.

Featuring Lizzy Knights Ward Lizzy leads the Content & Social team for LinkedIn Sales & Marketing Solutions, EMEA and LATAM. She once built a following on Google+ and has strong views on marketing and sales alignment. In this episode we discuss: 1. Life at LinkedIn 2. Content marketing and successful campaigns 3. Content marketing in B2B (why it’s not all boring to boring) 4. Marketers declaring things dead (and why they’re wrong) including me declaring LinkedIn dead once and getting that waaaaaaay wrong. 5. TOPTIPS for getting the most out of LinkedIn 6. Tips for people looking for a career in tech marketing 7. The joys of Google+ (RIP) 8. Being a singer-songwriter 9. Sales and marketing alignment – why it sucks and what we can do about it 10. Account Based Marketing (ABM) and why it works Digital Marketing Strategy Course I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace. By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished. It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors. Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy Lizzy’s Book Recommendations The Managed Heart: Commercialization of Human by Arlie Russell Hochschild https://amzn.to/3bh0Xjg Links To Stuff We Talk About In The Show · Series of videos about video ads on LinkedIn - https://business.linkedin.com/marketing-solutions/native-advertising/video-ads/video-ads-best-practices · Choose your own adventure campaign https://business.linkedin.com/marketing-solutions/cx/20/09/linkedin-ad-vantage · Forrester research into sales and marketing alignment https://business.linkedin.com/en-uk/marketing-solutions/blog/posts/sales-and-marketing/2020/A-four-pillar-framework-for-sales-and-marketing-alignment Lizzy performing on stage – In My Own Time https://youtu.be/se8vB_lMcGA and Once Upon A Time https://youtu.be/rP1lq_Sq608