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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 mike@sixsells.co.uk
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Measuring consumer's emotional response - The Six Sells Podcast with Scott Brown, CEO, Immersion
In this episode of The Six Sells Podcast, Mike Nicholson talks to Scott Brown, CEO, of Immersion. Immersion helps marketers to measure consumers' emotional response to advertising and predict their resulting behaviours. In the attention economy, our industry is fast moving towards eye-tracking studies to see what consumers look at, but with Immersion, you can also measure what a consumer felt. Measuring Oxytocin and Dopamine and their effect on our hearts via a smartwatch is a game-changer for brands who want to understand how their advertising makes people feel. The DDBO case study showed that Immersion could predict, with 83% accuracy, which advertisements would create the largest sales bumps. Anybody involved in media, marketing, and advertising should listen to this podcast carefully. ****** About Six Sells: Our mission at Six Sells is to help your sellers to get the attention of more of your ideal clients, more often, using social media and content. Sellers is a term that refers to anybody from the CEO down, with a client-facing role and an interest in the revenue number. Our training and content support helps your sellers to build their personal brands, which leads to professional success. How do we do it? 1 - Training - helping your client-facing people to better leverage social media as a sales, marketing, and PR channel. (Never any cold spam!) 2 - Content Strategy - we help you to create a client-focused content strategy that gives your messaging consistency across all of your sellers. 3 - Content - We ghost-write bespoke content for your sellers on a consistent, frequent basis, which helps them deliver your content strategy in their own voice. Feel free to connect with founder, Mike Nicholson, if you have any questions - mike@sixsells.co.uk
48:46
March 16, 2022
The Six Sells Podcast celebrating IWD 2022
In this special episode of The Six Sells Podcast, our usual host, Mike Nicholson, passes over the mic to Caroline Mastoras, UK President, at Bloom who interviews our fantastic panel of guests: ****** Note: Apologies for the few sound imperfections throughout this episode - we recorded live on LinkedIn and appeared to have a few network connection issues, but it is well worth ignoring those to enjoy this wonderful conversation!  ****** ⦿ - Caroline Mastoras of Bloom UK (co-presenter) ⦿ - Hannah Buitekant of MailOnline ⦿ - Nicola Wardell of Specsavers ⦿ - Sue Unerman of MediaCom ⦿ - Ellie Edwards-Scott of The Advisory Collective ****** ⦿ - Our guests were talking about #breakthebias, and the questions included: ⦿ - What does breaking the bias mean to you?  ⦿ - The importance of about the importance of asking the right questions and creating a psychologically safe space for those conversations to take place without fear of recriminations.  ⦿ - Allowing people to come to work as themselves, and not be forced to fit into a pre-existing culture.  ⦿ - How we must get things out into the open?  ⦿ - Challenging gender stereotypes and much more. ****** About Bloom: We’re on a mission to ensure women have equal opportunity in the communications industry, by harnessing the power of their real voices. We strive to spearhead industry change, futureproof women’s careers, and pay it forward for the next generation. ****** About Six Sells: Our mission at Six Sells is to help your sellers to get the attention of more of your ideal clients, more often, using social media and content. Sellers is a term that refers to anybody from the CEO down, with a client-facing role and an interest in the revenue number. Our training and content support helps your sellers to build their personal brands, which leads to professional success. How do we do it? 1 - Training - helping your client-facing people to better leverage social media as a sales, marketing, and PR channel. (Never any cold spam!) 2 - Content Strategy - we help you to create a client-focused content strategy that gives your messaging consistency across all of your sellers. 3 - Content - We ghost-write bespoke content for your sellers on a consistent, frequent basis, which helps them deliver your content strategy in their own voice.  Feel free to connect with founder, Mike Nicholson, if you have any questions - mike@sixsells.co.uk ******
56:51
March 08, 2022
The Six Sells Podcast - Creative Impact in the Attention Economy
In this episode of The Six Sells Podcast, Mike Nicholson speaks with Simon Kvist Gaulshøj, CEO, at Adnami about the importance of creative impact in the attention economy This was originally recorded live on LinkedIn as a part of The Six Sells Podcast LIVE series on the attention economy. www.sixsells.co.uk
39:58
February 10, 2022
The Six Sells Podcast with Kai Henniges, CEO, video intelligence
Mike Nicholson of Six Sells talks to Kai Henniges of video intelligence about the role of context in driving attention and recall to both advertising and content. video intelligence built AI technology to firstly help publishers contextually match video content to words in an article at scale. They also help advertisers to plan contextually relevant, quality environments for video advertising across over 1,000 sites globally, so Kai is well placed to talk with authority about how context drives attention.  In the previous episode, Mike Nicholson spoke to Jonathan Waite, Global Head of Activation, at Havas Media Group, and Michael Follet, MD, Lumen Research about using eye-tracking to measure attention to advertising, and context was one of the levers that drive attention. ****** About Six Sells: Our mission at Six Sells is to help your sellers to get the attention of more of your ideal clients, more often, using social media and content in the shape of short stories that lead towards your products and services. Sellers is a term that refers to anybody from the CEO down, with a client-facing role and an interest in the revenue number. Our training and content support helps your sellers to build their personal brands, which leads to professional success. How do we do it? (1) – Training: Helping your client-facing people to better leverage social media to identify, connect and engage with the people who have influence over the decision to buy from you. (2) – Content Strategy: We help you to create a client-focused content strategy that gives your messaging consistency across all of your sellers. (3) – Ghost-produced content: We ghost-write bespoke content for your sellers on a consistent, frequent basis, which helps them deliver your content strategy in their own voice. www.sixsells.co.uk
45:26
February 02, 2022
The Six Sells Podcast on Measuring Attention
In this episode of The Six Sells Podcast, Mike Nicholson, founder of Six Sells, talks to Jonathan Waite, Global Head of Activation, at Havas Media Group, and Michael Follett, Managing Director, of the eye-tracking company, Lumen Research.  In this episode, we talk about the attention economy and dig into what it means to be able to measure actual consumer attention to ads. Please hit subscribe and follow Six Sells on LinkedIn for news of future episodes, which will include conversations with: ⦿ - Kai Henniges, CEO, video intelligence, talks about context as a key driver of attention and recall with online video advertising. ⦿ - Prof. Karen Nelson-Field, Founder and CEO, Amplified Intelligence, and Lisa Cowie, Head of Agency Research, Twitter talking about measuring attention and some of the key findings of research to date. ⦿ - Simon Kvist Gaulshøj, CEO, at Adnami, about high impact creativity and the advantage that lends to brands in an attention economy. ⦿ - Lisa Hale, Head of Social Media, at Specsavers, on using humour and distinctive brand assets to attract and maintain consumer attention. Please feel free to follow Mike Nicholson on LinkedIn for info on future episodes ****** About Six Sells: Our mission at Six Sells is to help your sellers to get the attention of more of your ideal clients, more often, using social media and content in the shape of short stories that lead towards your products and services. Sellers is a term that refers to anybody from the CEO down, with a client-facing role and an interest in the revenue number. Our training and content support helps your sellers to build their personal brands, which leads to professional success. How do we do it? (1) – Training: Helping your client-facing people to better leverage social media to identify, connect and engage with the people who have influence over the decision to buy from you. (2) – Content Strategy: We help you to create a client-focused content strategy that gives your messaging consistency across all of your sellers. (3) – Ghost-produced content: We ghost-write bespoke content for your sellers on a consistent, frequent basis, which helps them deliver your content strategy in their own voice. www.sixsells.co.uk
59:40
January 30, 2022
The Six Sells Podcast with Ben Rosser
In this episode of The Six Sells Podcast, Mike Nicholson talks to Ben Rosser, Sales Director, of Say it Now. Since time began, the human voice has been used to communicate. From town criers to the telephone, and today technology has expanded the opportunities to use our voice. Ben talks to us about how brands are leveraging the power of voice by using voice-based assistants and actionable audio ads. Well worth a listen!
44:15
October 01, 2021
The Six Sells Podcast with Marco Bertozzi
Marco Bertozzi has been in the media and advertising industry for 25 years, working at media agencies and most recently, Spotify, before launching his own company, Bertozzi49. Marco describes his career as being signposted by multiple periods of taking something nascent and going on a journey to scale. Whether that be the digital revolution, the programmatic transformation of our industry, or the growth in audio at Spotify. In this episode of The Six Sells Podcast, Mike Nicholson talks to Marco about high-performing media sales teams. The conversation is wide and varied, and we cover why the focus of your sellers shouldn't only be on the people who 'sign the cheques'. It is important to get as many touches, across different channels as possible within the people who have influence over buying, both agency and client-side.
57:57
August 20, 2021
The Six Sells Podcast with John Wittesaele
In this episode of The Six Sells Podcast, Mike Nicholson talks to John Wittesaele, EMEA CEO, at Xaxis. Lots of great insights from John including how Xaxis are thinking about context and first-party data as a replacement for 3rd party cookies, Apple's IDFA privacy changes, e-commerce, video and more. The 10 Trends from Xaxis that Mike and John reference in this podcast can be found here - https://www.xaxis.com/insights/blog/top-10-trends-in-programmatic-2021/
32:51
March 08, 2021
6 minutes with Rob Hall
In this episode, Mike Nicholson talks to Rob Hall, CEO of Playground XYZ about the difference between viewability and viewed as it related to digital advertising. Please subscribe to The Six Sells Podcast wherever you get your podcasts. You can download the whitepaper Rob mentions in this podcast here - https://playground.xyz/#whitepaper
09:45
March 02, 2021
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.
18:31
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.
16:11
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.
52:24
February 09, 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 
11:31
February 08, 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.
08:08
February 04, 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 ...
46:53
February 02, 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
09:55
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
34:44
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!
48:36
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%
34:20
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.
41:18
December 07, 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: https://www.forbes.com/sites/augustinefou https://www.linkedin.com/today/author/augustinefou http://www.slideshare.net/augustinefou/presentations 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.
49:05
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?
50:15
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).
01:18:38
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.
48:35
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.
57:16
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.  
55:60
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.
38:26
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
50:13
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.
01:00:59
May 03, 2020