In this episode of The Six Sells Podcast, Mike Nicholson spoke to Phil Jackson who has 10+ years experience within the media sales, agency and client side of the industry; including roles at GSK, Havas, Mindshare and now as Global Digital Marketing Effectiveness Innovation Director at Haleon.

Here are some of the topics they discussed in this episode:

Defining marketing effectiveness and efficiency.

How do brand decide if they hire marketing effectiveness as a function?

How the marketing effectiveness team interacts with other marketing and media functions.

Attention and media quality data and driving incremental business performance.

Cost efficiently using attention data to achieve successful outcomes.

Importance of tapping into the short, long, tactical and brand-level measurements.

Listening and learning from trends in marketplaces and being ready when the trend explodes.

Contextual advertising and measuring effectively to attribute outcomes.

Seasonality and the planning cycle and learning plan.

Importance of measuring robustly, case studies and post campaign analysis to achieve global learnings.

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There are over 100 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

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Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.

Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.

With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business