After Dinner Chats

Welcome to "Signals & Sparks," the podcast that finds the method in the madness and the data behind the creative spark.

This week, James Welch sits down with Jamie Sergeant, founder of the global marketing agency Crowd. Jamie joins the pod to talk AI, global insights, and... giant penises? (Yes, you read that right.)

Jamie's signal is the great AI showdown: USA vs. China.

He argues the US is trying to build one "behemoth AI" to rule them all (and costing a fortune in compute power to run). Meanwhile, China is quietly building an army of "bespoke AI"—over 2,000 tiny, specialist AIs in WeChat alone—that "get one job done really, really well" using far less power.

Jamie places his bets on the bespoke approach, warning that the giant models will soon be too expensive to even switch on.

So, how does Jamie know all this? He's not just doom-scrolling. His "spark" comes from his agency, Crowd.

While some agencies are "global" on their website, Jamie is on "daily calls" with his teams in key territories like Chengdu and Shenzhen. He explains how having 25 nationalities on a staff of 55 and serving as a UK "export champion" gives him a direct line to what's actually happening on the ground, long before it becomes a trend piece.

We finish with the "High Five" quick-fire round, and frankly, it's an all-timer. Tune in to hear:

1. His Hero: The "super cool" James Bond.
2. His Best Decision: Starting his global agency, Crowd, back in 2012.
3. His Worst Decision: The classic managerial regret: "a couple of people that I've hired over the 25 years..."
4. His Funniest Moment: This one is worth the download alone. It’s a story about pitching an NHS sexual health campaign that involves the immortal line: "Close your eyes. Imagine you're in a big dark room and there's a ginormous penis in front of you." (He won the pitch, by the way).
5. His "Bright Spark" recommendation: Matthew Horobin, our fabulous brand strategist friend who introduced us.

(Music from "Signals & Sparks" by The Consultants)

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Welcome to the second episode of Season Two, Signals & Sparks! Our 17th guest is the brilliant Dr. Kate Devlin, Professor of AI and Society at King's College London.

Kate is a leading expert on how we emotionally engage with technology. She's on a mission to explore the complex, messy, and fascinating relationships we're building with AI, from digital companions to the ethics of resurrecting the dead.

In this episode, we explore:

The Signal in the Noise

Kate shares her thoughts on the AI news dominating the headlines, framed as a story of "weird and wonderful":

1. The Signal: The release of OpenAI's video generator, Sora, and its most startling use case: creating digital versions of people who have passed away, raising profound questions about grief, memory, and digital ghosts.

Connecting the Dots

We dive into Kate's journey and her process for turning signals into sparks:

1. She discusses her decade-long research into human-robot relationships, which started with headlines about sex robots and evolved to the reality of AI companions on every phone.
2. Kate explains her skepticism of using AI for research, arguing that inherent biases and the tendency for LLMs to "hallucinate" make them unreliable tools for gathering accurate insights.
3. She argues that generating AI video clips doesn't make you a filmmaker, highlighting the risk of "AI slop" and the irreplaceable value of human craft and creativity.

High Five

We finish with a quick-fire round:

1. Your Hero: A celebration of curiosity—all the people at conferences and events who are prepared to think outside the box and explore new ideas.
2. Your Best Decision: Moving to King's College London, a place that has been a fantastic fit for her work and research.
3. Your Worst Decision: Getting involved in work she didn't fully believe in, and a more personal one: marrying her first husband.
4. Funniest Moment: The time Jeff Bezos told her she was "very funny," and the endless stream of good jokes that can be found in the world of sex robots.
5. A Bright Spark: She recommends Matt Tompkins, the mutual connection who brought her to The Next Dinner Party in the first place.

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Welcome to the first episode of Season Two, Signals & Sparks! Our 16th guest is the brilliant Paul Evans, founder of the positioning company, version.

Paul is on a mission to transform positioning from a static, 40-year-old marketing concept into a dynamic, data-driven capability fit for the intelligence era.

In this episode, we explore:

The Signal in the Noise

Paul shares two fascinating signals he’s picked up on, framed as stories of "love and hate":

1. Hate: The recent lawsuits filed against Google by Pubmatic and Magnite. Paul highlights the incredibly smart positioning by Pubmatic, which framed its legal action around industry transparency and fairness, rather than just lost revenue.
2. Love: The partnership between Amazon and Netflix. Paul sees this as a powerful signal of Amazon's meteoric rise as a DSP, creating much-needed competition for giants like The Trade Desk and proving that competition is one of the strongest drivers of innovation.

Connecting the Dots

We dive into Paul's journey and his process for turning signals into sparks:

1. He discusses his transition from roles at Vodafone and as a fractional CMO to founding his own company, version, to address a desire to build something bigger than himself.
2. Paul explains his vision for "positioning engineering"—a rigorous, data-driven, and adaptive approach that treats a company's market position like software, capable of being updated in response to market changes.
3. He argues that positioning is the critical, often undervalued, catalyst that translates business strategy into a successful go-to-market plan.

High Five

We finish with a quick-fire round:

1. Your Hero: Victoria Asha from Ginger May, for her energy, expertise, and approach to problem-solving.
2. Your Best Decision: Starting his company, V2RSION, to transform the capability of positioning.
3. Your Worst Decision: Leaving Microsoft and the Xbox team, a decision made more with emotion than rationale.
4. Funniest Moment: Redefining "funniest" as "fun," he points to the physical challenges he undertakes, from Media Fight Night to his upcoming 250km Marathon des Sables.
5. A Bright Spark: He recommends Lucia Mastromauro, Global VP at Deliveroo, as a future guest, praising her intelligence, energy, and problem-solving skills.
6. H8UWpMLioKkw9Pa629tC

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After Dinner Chats, Ripped Off Less Ep6: Welch v Welch

Welcome to today’s conversation. These conversations started over dinners where James welch gets to introduce everyone at the table. Dinners are always fun. And sometimes useful, but the end of the day doesn’t really matter how it’s fun or useful it’s just the fact that we are all there connecting and making sure that we can all see what’s coming round the corner.

And the next thing we’ve got to do is to stay in touch with each other.

For a special episode of AfterDinnerChats, host James Welch takes on Guest number 15, his most challenging guest yet... himself.

The episode, prompted by a dare from guest number 10, Tim Burrowes, features two "Jameses" for the price of one. They discuss topics ranging from an innovative wooden satellite to fixing industry-wide "bad data."

James Welch, a consultant at WPP, also reveals his two other "hats": an event organiser for "The Next Dinner Party" and the host of this very pod. He shares insights on how all three roles work to help people "get ripped off less" by providing more value, whether that's through intelligent data products, curating events that foster real connection, or translating complex topics into plain English.

The conversation follows the usual format, ranging from business insights to personal anecdotes, provides a glimpse into his heroes, best decisions, and worst. Yes, join us for this irreverent 12-minute chat!

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After Dinner Chats, Ripped Off Less Ep5: Programmatic Trust & Transparency

Get ready for a double dose of industry brilliance on the latest #AfterDinnerChats! Episode Five features two incredible leaders tackling trust and transparency from two unique angles.

First up, meet Mo Moubayed, the co-founder of Veridoo! We dive into the world of Out-of-Home advertising and how his team is bringing confidence and effectiveness to the channel.

1. Mo's Hero: He draws inspiration from Marc Pritchard for his legendary stand on media transparency and refusal to accept excuses for fraud. A champion striving to help advertisers getting ripped off less.
2. One More Guest: Mo would love to bring Nick Parker to the dinner table. As the global president of Veridoo and former COO of Kinetic, Nick is a "wealth of knowledge" and a master storyteller in the OOH space.

And in the second half, we welcome Audrey Boisumeau, who has start a new role to grow the UK & US operations for the Hawke, an Azerian company. She tells us about her mission to empower programmatic buyers with the control and ethical practices they deserve.

1. Audrey's Hero: In the fight against ad fraud, her hero is independent researcher Dr. Augustine Fou, who she credits for his brilliant tech and relentless commitment to eradicating fraud in the supply chain.
2. One More Guest: Audrey nominates Richard Ottoy from Picnic. A "veteran of the industry" and a humble programmatic expert with a sharp and accurate opinion on where the market is heading.

This episode is a masterclass in how we can all work towards a more transparent and effective advertising ecosystem. Don't miss it!

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After Dinner Chats, Ripped Off Less Ep4: Humour, Ad Fraud & Business Agility

What does it truly mean to get "ripped off less" in business? Is it purely about price, or is it about transparency, ROI, and genuine value?

On the 'After Dinner Chats' podcast, several leaders shared their unique approach to this very question, revealing a broad spectrum of what creating value really looks like.

For Paddy Gilmore, it's about maximising marketing effectiveness. He champions the use of humour, citing a survey that found humorous campaigns can generate over 100% more ROI. His mission is to help brands use humour intelligently to get more "bang for their buck".

For Tim Burrowes of Mumbrella and Unmade, it’s about systemic transparency. He works to expose where money "leaks out" in the advertising supply chain, encouraging marketers to ask hard questions about their media spend and challenge conflicts of interest to ensure a fairer industry for everyone.

For Sheetal Thakar, founder of Formagility, the focus is on providing a high-value alternative to overpriced services. She helps large organisations achieve alignment by "charging a lot less than those big consultancies" while aiming to deliver even more value.

Their chosen heroes perfectly mirror these philosophies:

· Sheetal’s hero is the founder of TheFork app, which helps people access high-quality restaurant experiences for a fraction of the price.

· Tim’s hero is Martin Lewis (MoneySavingExpert), a "credible force for stopping ordinary people from getting ripped off" by championing them against powerful systems.

· Paddy’s hero is a memorable egg seller from his childhood who used a simple, authentic, and creative approach—a chicken-shaped tea cosy on his head—to build a reputation for quality and friendliness, providing a powerful lesson in effective marketing.

Whether through better ROI, fairer pricing, or greater transparency, the common thread is a deep commitment to delivering authentic value and ensuring clients and consumers aren't left short-changed.

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After Dinner Chats, Ripped Off Less Ep3: Emotion, Ethics & Escapades in Adland

Get ready for a rollercoaster ride through the sharpest minds and funniest misadventures in the world of media and marketing. Episode Three of After Dinner Chats brings you a triple-threat of insight and hilarity with Dilip Shukla, Claire Gleeson-Landry, and Philippa White.

First up, Dilip Shukla of Reset Digital will make you rethink everything you thought you knew about connecting with consumers. He’s all about ditching those dusty old metrics and diving deep into the why – the emotions that truly drive decisions. Dilip helps businesses stop flushing cash down the drain by ensuring their message lands when people are genuinely open, changing the way you look at things so the things you look at change. And you won't believe his "funniest moment" involving a very public, very bold claim about being the messiah of digital media, complete with plans for a posthumous webcam broadcast, eek!

Then, hold onto your hats for Claire Gleeson-Landry, the powerhouse from Goodloop! She’s on a mission to prove that doing good is good for business. Claire champions getting "ripped off less" by turning ad spend into a force for positive change, ensuring brands earn genuine engagement and eyeballs by connecting with what consumers really care about – a far cry from just chasing cheap clicks. Her funniest moment? Imagine a severe allergic reaction at a major awards show, a Kim Kardashian-esque makeover by a well-meaning stranger and still getting up on stage to accept the award. Only in adland, eh?

And rounding out our incredible trio is Philippa White of TIE Leadership. Philippa argues that the best way to avoid getting "ripped off" in the grand scheme of things is to invest in our "Return on Humanity." She champions developing those crucial human competencies – empathy, vulnerability, cultural intelligence – to build stronger leaders and more resilient businesses. Forget ruthless tactics; Philippa shows how genuine human connection is the ultimate power play. Her heart-stopping moment involves a luxury car, a locked-in toddler, 30-degree heat, and a very high-stakes game of "unlock the door, sweetie!"

Join us for an episode filled with considered advice on navigating the ad tech world effectively, complemented by some rather unforgettable personal anecdotes. This is a discussion that offers both strategic insights and engaging stories.

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After Dinner Chats, Ripped Off Less Ep2: AI Strategies, AdTech Realities & User Truths

Ever wondered what it's like to be a fly on the wall at one of those incredible dinner parties where fascinating minds connect? Well, "After Dinner Chats" (an offshoot of TNDP The Next Dinner Party) was born precisely for that reason! I wanted to share the fabulous and interesting people who've graced my dinner table with a wider audience. You might not be able to join me any time soon for a TNDP dinner in person, but you absolutely should still get to "meet" these amazing individuals through these special 15-minute livestream chats! And remember, you've gotta be at the dinner table first to snag an invite to record one of these!

Following our engaging Episode One guests (the amazing Julia Linehan, Jon Walsh, and Deborah Gbadamosi!), this episode features another trio of industry stars: the visionary Chris Pile, the incredible Austin Scott, and the insightful James Breeze. They didn't just drop knowledge bombs; they spilled the beans on who THEY think should pull up a chair for a future dinner and podcast pow-wow!

And let me tell you, the personal stories from these three? Pure gold! You'll be rushing to that subscribe button!

🥁 DRUMROLL PLEASE! 🥁

🚀 First, we have the phenomenal Chris Pile! Get this: Chris has been involved in a project to build a LITERAL DIGITAL COUNTRY, complete with blockchain passports! 🤯 How's that for nation-building 2.0? Chris's pick for the next dinner guest? The super-connector Cyrus Cruz from Tenity!

🌟 Next up, the one and only Austin Scott! Hold onto your hats, because this ad tech aficionado once performed the CRAB DANCE for MC HAMMER! 🦀 Yes, the MC Hammer! And who does Austin nominate for a future feast and feature? The brilliant Michelle Lira from Dentsu!

✨ And completing our all-star panel, the man himself, James Breeze! Want a peek into the future? Breezy has trained his PERSONAL AI with his own manifesto, so it thinks just like him! 🧠 Now that's what I call next-level! And James's recommendation? Proving great minds think alike, his intended guest was none other than Chris Pile – who, as you now know, was already part of this very stellar guest lineup! Talk about being in sync! 😉

Want to hear the full, fascinating stories behind these tidbits? Eager to know why these top names were recommended and get the lowdown on how to get 'Ripped Off Less' in media, marketing, and ad tech? You know you do! 🔥

🎧 Don't walk, RUN to listen to "After Dinner Chats"! Catch Episode Two with Chris Pile, Austin Scott, and James Breeze – and make sure you're caught up on Episode One! Subscribe wherever you get your podcasts – you won't want to miss a single byte!

A massive shout-out to our fantastic sponsor, JobsInAdtech.com! Looking for your next big role in digital media or ad tech, or hiring top talent? This is THE place! Use promo code JWPOD for a 10% discount on any package. 🚀

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After Dinner Chats, Ripped Off Less Ep1: Truth, Talent & Transparency

Welcome to the After Dinner Chats series, where we connect with fascinating people, always a little bit senior, always a bit shinier than most, to see what’s coming around the corner in the vibrant, and sometimes bewildering, worlds of media, marketing, and ad tech.

These episodes will be triple-headers, diving deep into how we can all get 'Ripped Off Less' with insights from three industry powerhouses.

And a big thank you to our sponsor for this episode, jobsinadtech.com, the only jobs board dedicated to digital media and the ad tech industry – if you're hiring, use promo code JWPOD for a 10% discount. It’s where ad tech finds its next role.

First up, I chatted with Deborah Gbadamosi, a Global Client Lead at Mindshare. Deborah shed light on "TruthSets," a US initiative grading data quality to reduce media waste – a concept we'd love to see go global. She also championed using AI for genuine efficiency, making those non-working media dollars finally sweat, and shared her passion for DE&I, urging businesses to continue supporting underrepresented groups – not as charity, but as smart strategy.

Then, I caught up with Jon Walsh, the man behind the ubiquitous ad tech WhatsApp communities and founder of our sponsor, jobsinadtech.com. Jon’s North Star is efficiency, whether it's creating a focused, quality-driven job site to counteract LinkedIn's "spray and pray" approach, or fostering the 50+ ad tech chat groups that have become the industry's digital water cooler. He shared the origin story of these vital communities and his belief in the power of narrative, drawing parallels with the boxing world.

Finally, I was thrilled to speak with Julia Linehan, founder and CEO of The Digital Voice PR agency. Julia passionately discussed the ad industry's talent challenge, advocating for better investment in people to make it an appealing career path once more. As a founding advisor of the UK Stop Ad Fraud Coalition, she detailed their "Know Your Customer" initiative, a crucial step in cleaning up the ecosystem. Julia also champions an outputs-driven, transparent approach in her own agency, ensuring clients truly see value.

From data integrity and AI efficiency with Deborah, to community building and laser-focused recruitment with Jon, and tackling ad fraud and championing industry talent with Julia, this episode is packed with actionable insights. We explore the importance of authentic narratives, the drive for smarter spending, and the unwavering belief in the power of people and community to navigate our ever-evolving industry. Tune in for a dose of wisdom, wit, and a clearer view of what’s next.

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