The Six Sells Podcast

In this episode of The Six Sells Podcast, Julie Chadwick, MD of Dentsu Influence, talked to Mike Nicholson at Six Sells about the creator economy and influencer marketing.Here are some of the topics we discussed:People Command More Attention Than Brands: The Dentsu/Lumen study confirmed that content from individuals/creators, who are essentially familiar people , attracts and holds attention more effectively than standard branded content.Familiarity Drives Deeper Engagement: The biggest attention is generated by people that the audience trusts and are familiar with. For instance, product-centric creators (reviewers) are considered "incredible at holding attention and driving consideration" because of this trust.Storytelling Maximises Attention: Long-form storytellers using personality-based content, often highly familiar to their audience, "absolutely smashes everything out of the park" in terms of the high levels of attention they command.Authenticity is Non-Negotiable: The brand's presence must be authentic and seamlessly integrated to be effective, as simply adding a logo "doesn't work" because it immediately looks like an ad and is ignored.Strategic Purpose is Key: Brands must define a "very specific tactic" or job for the influencer content, rather than working with creators simply to fill a media plan.About Six Sells:Six Sells is a B2B executive communications agency for leaders working in the media and advertising industry. We help you get closer to your ideal clients, more often, through ghostwriting thought-leadership content for your executives., and boosting that content directly into the right newsfeeds.www.sixsells.co.uk

In this episode of The Six Sells Podcast, Mike Nicholson welcomes Pete Markey into the studio.We discussed what his first 90 days as a CMO looks like, Answer Engine Optimisation, Brand building, AI's role in creativity and much more.

In this episode of The Six Sells Podcast, Maria Cadbury, CRO, at Wult spoke to Mike Nicholson about data compliance.Maria explains how data compliance has become the new brand safety issue in adtech, with publishers, SSPs, DSPs, agencies and even advertisers all potentially liable for fines. You’ll learn how dark patterns, cookie consent theatre, and supply chain blind spots can put campaigns at risk - and how compliance scanning can protect both performance and reputation.#datacompliance #media #adtech

In this episode of The Six Sells Podcast, Shazia Ginai from Lumen Research joins Mike Nicholson in the studio to talk about how attention, when measured and understood properly, drives meaningful outcomes for brands through the interplay of media, creative, and human behaviour.Shazia also talked about:Why marketers should revisit whether their metrics are giving them the right answers.Storytelling as a driver of attention, memory, and action.Balancing media and creative effectiveness as a “marriage made in heaven.”The roles of media formats as “furnishers” or “light switches” in the brand rooms in your brain (this analogy alone is worth tuning in for).All previous episodes of The Six Sells Podcast can be found at www.sixsells.co.uk/blog

In this episode, Mike Nicholson talks to Alex Powell, CEO, at Pixels.ai about the power of vertical video on the open web.#marketing #media #advertising #adtech

In this episode of The Six Sells Podcast, Bill Swanson talked to Mike Nicholson about a number of topics including:• Bill Swanson’s career journey – from the dot-com boom to leadership roles at PubMatic, Magnite, Iris.TV, and Kinetics.• The rise of video – CTV, FAST, streaming and walled gardens are where eyeballs (and brand budgets) are moving.• Contextual relevance matters – brand safety risks remain, but contextual targeting is regaining importance for video.• Measurement remains messy – fragmentation between linear TV, digital, and streaming makes cross-channel comparison tough.• Leadership & growth – hiring for attitude as much as experience, motivating teams, and treating jobs like service provision.

In this episode of The Six Sells Podcast, Phil Rowley, Head of Futures, at Omnicom Media Group talks to Mike Nicholson at Six Sells about some emerging technologies that have caught his eye.The conversation covered many topics including:Media Fusions – Collision of channels; content as “solid, liquid, and gas” that can adapt to multiple surfaces and formats. Examples: EV charging screens as gaming consoles, influencer + e-commerce integration, gaming-specific social networks.Accelerated Business Brains – Proprietary AI “second brains” to centralise and search all company knowledge, improving efficiency in document and information retrieval.Stamina for Sustainability – Incremental, compounding innovations rather than a single “green bullet”. Examples: small in-restaurant vertical farms, repair-and-resell platforms.Augmented Humans – AIoT (AI + Internet of Things) to improve human physical and mental performance. Examples: AI posture correction wearables, immersive mood/environment systems.Trust by Design – Embedding ethics, transparency, and reliability into AI and business processes from the outset; managing both technical accuracy and human-to-human trust.#AI #Media #Advertising #Marketing #AdTech

On this episode of The Six Sells Podcast, Lauren Barnett, Head of UK Sales, at Samsung Ads spoke with Mike Nicholson at Six Sells about the advances in CTV ad targeting and how brands can leverage them.Thanks to Lumen Research for sponsoring The Six Sells Podcast. The brilliant team at Lumen help brands to increase ROI by planning, buying, optimising towards real human attention.Please subscribe if this content is of interest, and follow Six Sells on LinkedIn, and select 'all posts' via the bell icon in our profile to make sure you get notified when new episodes of the podcast are published.#CTV #Advertising #Media #MobileAdvertising

This podcast started out as nothing more than a recorded Zoom call during the Covid lockdown. 5 years, and 100 episodes later I have be privileged to learn so much from so many brilliant people.My very first guest, Matt Stockbridge, suggested that to mark the milestone, we turn the tables and put me in the hot seat. I wasn't keen - still not to be honest - but here are a few excruciating minutes of the marvellous Matt making me feel uncomfortable. Thank you to every single person who has liked, shared, commented and appeared on the show. It's been awesome, and I have no plans to stop just yet!Thanks also to Matt Stockbridge for such a polished presenter cameo - it's as if you have presented before? ;-)Best wishes, Mike

Suzanna Chaplin, CEO, at esbconnect joins Mike Nicholson from Six Sells in this episode to talk about the power of email.We can sometimes forget about email as the new shiny things continue to blind us, but there is still a huge, addressable audience to be reached.In this conversation Suzanna Mike discussed:Email as a branding channel (not only direct response).How email is a sticky channel because content tends to stay in the inbox for later retrieval.The power of an email subject line.Email as a Universal ID to power custom audiences. Please follow Six Sells on LinkedIn for notifications of future episodes.#Advertising #Marketing #Email