Skip to main content
The Six Sells Podcast

The Six Sells Podcast

By Mike Nicholson
The Six Sells podcast talks to business leaders about the things that matter to our industry.

The types of businesses we serve are publishers, ad networks, SSPs, DSPs and other ad tech companies, ad networks, technology vendors, publishers, brands, media, and creative agencies.

We have a longer-form, more in-depth series called The Six Sells Podcast, and also a shorter-form 'micro-podcast' format called 6 minutes with [guest name].

Enquires to
Listen on
Where to listen
Apple Podcasts Logo

Apple Podcasts

Breaker Logo


Google Podcasts Logo

Google Podcasts

Overcast Logo


Pocket Casts Logo

Pocket Casts

RadioPublic Logo


Spotify Logo


6 minutes with Paul Lowrey on media agency brand survey
In this episode, Mike Nicholson talks to Paul Lowrey about the recent brand survey carried out by Collective Media and with 135 media agency executives. Interest insight into how brands will navigate digital advertising after the 3rd party cookie is gone.
February 18, 2021
6 minutes with Rory Sutherland on the power of context in advertising
There is too much brilliance inside of Rory Sutherland to stick to 6 minutes, so this episode is a little longer than usual, but listening to Rory talk is always worth every minute of your time as I am sure you will agree. Rory Sutherland is Vice-Chair of Ogilvy, founder of the Ogilvy behavioral science practice, a TED talk star, an author, and an advertising industry legend. In this episode, Mike Nicholson, founder of Six Sells, asked Rory the question "What Behavioural Science can teach us about the power of context in advertising?" 🎧 - Listen now to hear what Rory had to say.
February 11, 2021
Episode Fifteen: Nick Hewat on media today and what he has learned over the past 25 years.
In this episode of The Six Sells Podcast, Mike Nicholson talks to Nick Hewat. Nick has previously held senior roles at Capital Radio, Virgin Radio, Absolute Radio before popping down the headphones and picking up the broadsheets - formerly at The Telegraph, and most recently at The Guardian. In this episode Nick shares some of his hard-fought lessons, and also talks about his views on the current media and advertising landscape. Some of the areas we talk about include: The promise of premium media v the reality? Contextual targeting and first-party data, the answer to the cookie-pocalypse for the Washington Post and others? The rise of e-commerce and direct to consumer selling. How some people with the word marketing in their title can’t define clearly what it means. The advice that you should never move jobs for more money. Why you should never ask for your gazpacho soup to be heated up in front of clients.
February 9, 2021
6 minutes with Joanna Burton on programmatic advertising after the 3rd party cookie
Joanna Burton is currently Chief Strategy Officer at ID5. Previously Joanna has worked agency side as well as at 3 SSPs, 2 DSPs and two ad networks. In this micro-podcast Joanna talks to Mike Nicholson about the Cookiepocalypse, what that means for advertising. The question Joanna has roughly 6 minutes to answer is "The 3rd party cookie is crumbling ... what does it mean for programmatic advertising? You can find the podcast on LinkedIn where Joanna can answer any follow-up questions in the comments. #programmaticadvertising #3rdpartycookies #marketing #advertising #digitaladvertising #sixsells #peopleshapedmarketing 
February 8, 2021
6 minutes with Jon Mew on the UK media landscape in 2021
Jon Mew is a bloody legend, but if you don't know who he is then this is for you: Jon Mew is CEO of the IAB in the UK. In this podcast, he delivers 6 key insights, in 6 minutes, and in a format that as the founder of Six Sells, I wish I had thought of earlier but may yet steal in the future! In this episode, Mike Nicholson, founder of Six Sells, provides the filler and Jon tells us what to look for this year. You can join the conversation with Jon via Linkedin by clicking on this post.
February 4, 2021
Episode Fourteen: InHousing with Nicola Wardell, Richard Kanolik and Rich Coles
In Episode Fourteen of The Six Sells Podcast, we talk to three stellar guests about InHousing.  Mike Nicholson from Six Sells speaks with our special guests today who are: 🎙 Nicola Wardell, MD at The Agency, Specsavers 🎙 Richard Kanolik, Head of Programmatic at Vodafone 🎙 Rich Coles, Owner, Traffic Rich We talk about lots of things including: The cultural differences of working in external and internal agencies? The key business challenges brands are trying to solve by in-housing? Who owns the relationship with media owners? How internal and external agencies work together Much more as well ...
February 2, 2021
6 minutes with Peggy Anne Salz on personal branding
Welcome to the very first micro-podcast from Mike Nicholson at Six Sells. In this first episode, Mike Nicholson spoke to Peggy Anne Salz about personal branding.  The idea for the '6 minutes with' series is this - I will briefly introduce the guest and the topic, and then my guest will have around 6 minutes to give their thoughts, ideas, and insights. That means that the whole episode will be less than 10 minutes, making it easier for you to squeeze it into your busy schedule. The shorter format will, I hope, lead to more smart people sharing more insights, more often!  Hope you enjoy it! Mike
January 29, 2021
Episode Thirteen: Paul Gubbins on CTV
In episode thirteen of The Six Sells Podcast, Mike Nicholson interviews Paul Gubbins of Publica about the rise of CTV
January 18, 2021
Episode Twelve: David Murphy on the last 15 years of mobile marketing
In the last 15 years mobile as a marketing channel has gone from near zero to hero status on every marketer's plan. In this episode of The Six Sells Podcast, Mike Nicholson interviews David Murphy who has been there every step of the way, interviewing, listening, and writing about mobile. David is editor and co-founder of Mobile Marketing Magazine and in this episode, he looks back at the last 15 years. As we take a stroll down memory lane, we hear comments from mobile legends such as Mark Cody, Mark Challinor, Ben Rosser, and Lee Fels. Remember WAP? Remember when Nokia and RIM ruled the mobile world? Remember mobile advertising before the iPhone? This is the last episode of 2020, so I would like to take this opportunity to wish you all a very merry Christmas and a happy new year!
December 21, 2020
Episode Eleven: Phil Smith on Programmatic Supply Chain Transparency
In this episode, Mike Nicholson interviews Phil Smith, Director General, of ISBA about the impact and consequences of their ground-breaking and award-winning Programmatic Supply Chain Transparency Study. In May 2020, ISBA published the findings of their Programmatic Supply Chain Study. This report was the first of its kind funded by UK advertisers and ISBA and the study was carried out by PwC The study with a remit to: * Identify each element of the supply chain * Understand the services delivered and the costs applied at each stage * Provide a transparent picture by mapping supply chains from start to finish, using real market data. The results were widely covered at the time, with the headlines largely focussing on: * The ‘unknown delta’ of unattributed spend averaged 15% in this study * The percentage of advertiser spend that reached publishers (“working media”) averaged 51%
December 15, 2020
Episode Ten: The Social CEO with Damian Corbet
In this episode of The Six Sells Podcast, Mike Nicholson talks to Damian Corbet, the author of the book 'The Social CEO' Today, we live in two worlds, the physical world and the digital one. The attention being paid to social media channels in the digital world is huge, and having a human voice or voices that represent your company on these platforms is so important. People like people, they listen more when other people talk, they engage more with other people (than with brands) and they buy from people. Listen to Damian and Mike talk about the many benefits a 'People-Shaped' approach can offer your b2b business.
December 7, 2020
Episode Nine: Digital Advertising Fraud with Dr. Augustine Fou
Episode Nine of The Six Sells Podcast is a conversation around digital advertising fraud. In the early days of media it was always possible for a marketer to see their advertising in situ, but not so in today's programmatic digital world. In this episode, Mike Nicholson of Six Sells hosts Dr. Augustine Fou, a digital marketer of 25 years who become an Ad Fraud Investigator "because he had to" Dr Fou talks about how the size of the problem, how fraudsters are stealing millions of pounds, and how ad fraud "Is an incentive problem, not a technology problem". Dr. Augustine Fou is a digital marketer of 25 years, and currently, an independent ad fraud auditor, consulting for advertisers and publishers. He was the former Group Chief Digital Officer of Omnicom's Healthcare Consultancy Group, a $100 million group of 8 agencies serving pharma, medical device, and healthcare clients. Dr. Fou also taught digital strategy and integrated marketing at Rutgers University and NYU's School of Continuing and Professional Studies. Dr. Fou completed his PhD at MIT in Materials Science and Engineering at the age of 23. He started his career with McKinsey & Company and previously served as SVP, digital strategy lead at McCann/MRM Worldwide. ARTICLES / PUBLICATIONS: CAREER SUMMARY: GROUP CHIEF DIGITAL OFFICER, Healthcare Consultancy Group (An Omnicom Company) MCKINSEY & CO, Advanced Professional Degree CLIENT SIDE (American Express) / AGENCY SIDE EXPERIENCE (Omnicom, IPG) ADJUNCT PROFESSOR (Rutgers, NYU) AUTHOR / COLUMNIST (Forbes, ClickZ, MediaPost) PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 Disclaimer: The views expressed in this podcast do not necessarily reflect the views of Mike Nicholson or Six Sells Limited.
November 25, 2020
Episode Eight: Building a better, kinder workplace
Episode eight of The Six Sells Podcast welcomes not one, not two, but three special guests to talk about their new book. Belonging is a book about working together to build a better, kinder workplace. Our special guests in this episide are: Sue Unerman, Chief Transformation Officer, Mediacom. Kathryn Jacob OBE, Chief Executive, Pearl & Dean. Mark Edwards, Mindfulness, Creativity, Storytelling and Pitching consultant, trainer and coach ****** Mike Nicholson from Six Sells hosted as usual, and we discussed a number of topics including: What does a better, kinder workplace look like to you? Communication - do people know what they can and can't say? The possible danger that hiring managers are hiring in their own image, and trying to fit into the culture they have today, not the culture they want tomorrow. The importance of listening, empathy, and understanding. What can today's leaders do to build a diverse workforce?
November 11, 2020
Episode Seven: Talking Behavioural Science with Rory Sutherland
Rory Sutherland was a copywriter and creative director at Ogilvy for over 20 years, before founding Ogilvy’s behavioral science practice He is the author of two books, Wiki Man and Alchemy, and has given three absolutely fantastic TED Talks in Life Lessons from an Ad Man, Sweat the Small Stuff, and Perspective is Everything. Rory is also a Fellow at The B2B Institute and coined the phrase 'marketing is a mindset' (not a department or cost centre).
October 27, 2020
Episode Six: Talking sales, marketing and innovation with Liam Brennan of Mediacom
Liam Brennan has spent 15 years working in media agencies and is currently the Global Director of Innovation at Mediacom in London. In this episode of the Six Sells Podcast, Mike Nicholson talks to Liam Brennan about how sales and marketing to agencies has changed during the lockdown as face-to-face opportunities went away, and how to be successful.  We talked about automated emails at 11am on a Tuesday and how that might be the wrong strategy, and also about innovation, the need for diverse agencies teams and lots more.
September 11, 2020
Episode Five: Building your social media following from scratch with Rob Moore, CEO of Progressive Property
Does childhood adversity create entrepreneurs?  What do Bill Gates, Richard Branson, Steve Jobs, and Elon Musk have in common? How big a marketing opportunity is social media for businesses, and how can you build your audience from scratch? In this episode, we talk to multi-millionaire Rob Moore, who is an entrepreneur, author, CEO, mentor. A fascinating insight into Rob from childhood to today, and how he used social media to build millions in revenue.
June 30, 2020
Episode Four: Talking attention with Mike Follett at Lumen Research
We live in an attention economy.  If you are in and sales, marketing, or communications role, your first job is to capture somebody's attention. Without attention, no communication can take place. In this episode of The Six Sells Podcast, Mike Nicholson has a fascinating conversation with Mike Follett from Lumen Research about attention.  
June 11, 2020
Episode Three: Talking attention with Ben Dimond at Playground XYZ
In Episode three of the Six Sells podcast, we talk about attention.  What is attention, how do we get it and what can we learn from Playground XYZ who measure human attention on digital advertising? Attention is fleeting and so fragile, yet it is absolutely vital to the success of all sales and marketing communications. Without attention, no communication can take place. Ben Dimond is Head of EMEA for Playground XYZ.  He has spent 18 years in media and advertising roles starting at a media agency, before moving to a mobile advertising network and finally setting up Playground XYZ in Europe. Playground XYZ is on a mission to master the art and science of maximizing consumer attention. The company has built the world’s first technology stack that integrates visual attention measurement, analytics, and media optimization called the Attention Intelligence Platform.
May 20, 2020
Episode Two: Mark Challinor
Welcome to episode two of The Six Sells Podcast. In this episode, we talk to Mark Challinor about the past, present, and future of news media publishing. Mark has held senior roles at Trinity Mirror, Associated Newspapers, and The Telegraph as well as within the trade organisation INMA (International News Media Association). This conversation starts off talking about Mark's recent battle with the COVID-19 virus before taking us back to news media in the 1990's, before bringing us up to 2020, and then thinking about what the future holds. Follow on Twitter - Mark Challinor, Mike Nicholson or Six Sells
May 14, 2020
Episode One: Matt Stockbridge
Welcome to episode one of The Six Sells Podcast. In this episode we talk to Matt Stockbridge, former Growth Analytics at Mondelēz International (think Cadbury's). Matt spent 15 years the first 15 years of his career at Taylor Nelson/ AGB / Kantar and his work included U&As, Conjoint, Pricing and Portfolio management looking after clients including Procter & Gamble, Unilever, McVities, Nestle, Johnson & Johnson, and GSK. Ten years ago Matt moved to Cadbury, which became Kraft and is now Mondelēz International. At Mondelēz, Matt was asked to set up the analytics practice for their chocolate business in Europe and was also pivotal in the partnerships built with Google, Facebook, Twitter, Oath, and Snap. Today Matt runs his own business, Trinity Projects, and is focussed on helping brands to make better evidence-based decisions.
May 3, 2020