Strategy Sessions

The Parents Promise is a grassroots campaign to change how children are impacted by separating parents. This is the story of the campaign.

If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace.

By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished.

It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors.

Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy

The next Friends Of event is on Wednesday 9 June, 9 – 12.

Book a session with a great consultant for a range of marketing issues for just £25. All the money goes to Barnardo’s NI.

Full details and booking: https://friendsof.co.uk/

James founded the Positive Parents Alliance and is the driving force behind the Parents Promise, a grassroots campaign which aims to reduce the impact on children when their parents separate.

He’s worked agency-side with BMP DDB (now Adam&Eve DDB) and Leagas Delaney, working on brands like Volkswagen, Glenfiddich and Patek Philippe. He was also Global Brand Equity director for OMO/Persil at Unilever.

Parents Promise:

https://twitter.com/Parents_Promise

https://theparentspromise.org.uk/

James Hayhurst:

LinkedIn https://www.linkedin.com/in/james-hayhurst-59a5a15/

Twitter https://twitter.com/Hayho

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Juliet works at BUPA in the Behaviour Insights Team – the nudge unit. You won’t believe the information she shares about nudging

· The rise of nudging

· How and where nudging is used

· What behaviour insights does at BUPA

· The ethics of nudging people

· Juliet’s PhD in end of life choices (get the tissues ready)

· Behavioural insights at Ogilvy

· Good and bad examples of nudging being used in the wild

· Why we need qual and quant data

· The science behind menus

· People being chimps in shoes

· How you can manage stress better

If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace.

By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished.

It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors.

Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy

The next Friends Of event is on Wednesday 9 June, 9 – 12.

Book a session with a great consultant for a range of marketing issues for just £25. All the money goes to Barnardo’s NI.

Full details and booking: https://friendsof.co.uk/

Bad Blood: Secrets and Lies in a Silicon Valley Startup by John Carreyrou

Misbehaving: The Making of Behavioural Economics by Richard Thaler 

Midnight Chicken: & Other Recipes Worth Living For by Ella Risbridger 

Burnout: Solve Your Stress Cycle by Emily and Amelia Nagoski 

Juliet is a senior adviser in Bupa’s Behavioural Insights Team, using behavioural science to solve business challenges. She has been at Bupa for five years, working on briefs ranging from designing customer pathways, influencing clinician behaviour and improving workplace wellbeing.

She began her career at Ogilvy Change, the behavioural science consultancy wing of the advertising giant, where she worked with clients like Diageo, American Express and News UK. She holds an MSc in behavioural economics and is currently pursuing a PhD at the London School of Economics.

Find her on:

Twitter https://twitter.com/hulietjodges

Linked: https://www.linkedin.com/in/juliet-hodges-85b3406b/

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Sarah Shimmons is the Global Marketing Director at Smirnoff. We talk education, values, TV and marketing effectiveness. Enjoy.

1. Managing a global brand that such great heritage

2. Covid and the impact on Smirnoff

3. Measuring marketing effectiveness

4. Training and continuous learning for marketers – the Diageo way

5. Investing in your own education

6. Do you even need a marketing education?

7. Managing beer brands at Tennent’s NI

8. Using Tennent’s Vital to reposition Tennent’s beer

9. Social media and how that can mislead your thinking

10. Smirnoff challenging perceptions and social issues

11. Working in different brands across the globe

12. Working at Coca Cola (the local bottling company in Ireland) and how to ace in store execution

13. Deep RiverRock TV ads and Smirnoff TV

14. Investing in creative excellence

If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace.

By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished.

It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors.

Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy

Friends of

The next Friends Of event is on Wednesday 9 June, 9 – 12.

Book a session with a great consultant for a range of marketing issues for just £25. All the money goes to Barnardo’s NI.

Full details and booking: https://friendsof.co.uk/

Sarah Shimmons is the Global Marketing Director, Smirnoff at Diageo.

She is a Marketing Director for Smirnoff with background mainly in the drinks industry and passion for comms, media and innovation.

In my eyes, Sarah is one of Northern Ireland’s best marketers and is set for global domination. Her views on education, brand management and marketing are well worth listening to.

Find her on LinkedIn https://www.linkedin.com/in/sarah-shimmons/

Shoe Dog: A Memoir by the Creator of NIKE by Phil Knight https://amzn.to/2PPn0py

Dogs of War by Adrian Tchaikovsky https://amzn.to/336PBJY

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Featuring Lizzy Knights Ward

Lizzy leads the Content & Social team for LinkedIn Sales & Marketing Solutions, EMEA and LATAM. She once built a following on Google+ and has strong views on marketing and sales alignment.

In this episode we discuss:

1. Life at LinkedIn

2. Content marketing and successful campaigns

3. Content marketing in B2B (why it’s not all boring to boring)

4. Marketers declaring things dead (and why they’re wrong) including me declaring LinkedIn dead once and getting that waaaaaaay wrong.

5. TOPTIPS for getting the most out of LinkedIn

6. Tips for people looking for a career in tech marketing

7. The joys of Google+ (RIP)

8. Being a singer-songwriter

9. Sales and marketing alignment – why it sucks and what we can do about it

10. Account Based Marketing (ABM) and why it works

Digital Marketing Strategy Course

I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace.

By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished.

It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors.

Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy

The Managed Heart: Commercialization of Human by Arlie Russell Hochschild https://amzn.to/3bh0Xjg

· Series of videos about video ads on LinkedIn - https://business.linkedin.com/marketing-solutions/native-advertising/video-ads/video-ads-best-practices

· Choose your own adventure campaign https://business.linkedin.com/marketing-solutions/cx/20/09/linkedin-ad-vantage

· Forrester research into sales and marketing alignment https://business.linkedin.com/en-uk/marketing-solutions/blog/posts/sales-and-marketing/2020/A-four-pillar-framework-for-sales-and-marketing-alignment

Lizzy performing on stage – In My Own Time https://youtu.be/se8vB_lMcGA and Once Upon A Time https://youtu.be/rP1lq_Sq608

Episode 20 is about Twenty20 cricket. T20 to most fans these days.

In the episode we discuss:

**How T20 cricket came to be born – the marketing version

o The rationale for the new competition

o The research behind the product development

o Stakeholder engagement

o Launching the product

o How it landed better than anyone expected

o Globalisation of the game

**The Hundred – cricket’s newest format from the ECB

o Is the strategy correct

o Is it close enough to cricket to be successful

**Starting a career with a graduate training programme at the Milk Marketing Board

**A career in sport marketing

**Moving to agency world

Stuart Robertson is the Commercial and Strategy Director at The Canopy, a fast growing creative agency in Winchester.

An experienced Commercial Director with a successful career in rights-holder sports administration, he has held senior commercial positions at both governing body and club level.

Recognised as the 'creator' of Twenty20 Cricket whilst in his role as the ECB’s Marketing Manager, Stuart changed the whole cricketing world and, perhaps, the entire sporting landscape around the globe.

Find Stuart on LinkedIn: https://www.linkedin.com/in/stuart-robertson-7407291a/

And The Canopy Studio are here: https://thecanopy.studio/

Or on LinkedIn https://www.linkedin.com/company/the-canopy-studio/

Blah! Blah! Blah!: Memoirs and advice from one of British advertising's mavericks by Dave Buonaguidi 

This is Going to Hurt: Secret Diaries of a Junior Doctor by Adam Kay

Owner of Behind the Ad, a newly formed marketing consultancy in Northern Ireland that focuses on educating small business owners on what marketing is in order to make informed marketing decisions for their business.

Jane has worked across several industries from financial services to eCommerce, to not for profits and would consider herself a 'marketing geek' who feels most comfortable 'behind the ad', analysing data to make informed decisions.

When asked what she loves most about marketing, her reply is, 'marketing at the core is about opening business up to new possibilities and customers to new experiences and we as marketers get to be part of that journey..."

https://www.facebook.com/behindtheadmarketing/

https://www.behindthe-ad.com/

Andi Jarvis

Find me on Twitter or LinkedIn 

Nick is Facebook’s Director of Agencies. We discuss the future of advertising, regulation and how agencies can get the best out of Facebook and Instagram.

In this episode we discuss:

· A career in agencies and moving to Facebook

· Managing the scale of advertisers at Facebook

· How agencies can interact better with FB

· What skills agencies might need to succeed

· The role of the data analyst v ad buyer

· Government regulation of Facebook

· Brand safety

· Ad placements and content

· New social platforms and how competition drives the product forward

· The rise of ecommerce solutions on Facebook products

The War of the Poor by Éric Vuillard

The Order of the Day by Éric Vuillard

Agency help: https://www.facebook.com/business/help

Agencies: The agencies link redirects to this page  https://www.facebook.com/business/agencies/about

Blueprint: https://www.facebook.com/business/learn

Beer by the coast - Dave Dye writes about his recollections here: https://davedye.com/2014/08/18/adnams-pt-2-words/

Nick Baughan is Facebook’s Director of Agencies leading their partnerships with the marketing, professional services and investment industries.

Prior to joining Facebook in 2019, Nick spent 13 years at WPP Plc most recently as CEO of Essence across EMEA, overseeing media investment for advertisers including Google & BT.

Nick sits on a range of industry trade bodies and committees including the Effies Council, the Advertising Standards Authority Industry Advisory Panel, The Advertising Association Trust Working Group and the IAB Board. Previously Nick also sat on the World Economic Forum’s Global Council for Information. Nick also mentors for the Marketing Academy programme.

Nick lives in North London with his wife and two children.

Gil David

Gil David is on Twitter https://twitter.com/Gil_RunDMG and LinkedIn https://www.linkedin.com/in/gil-david/or you can find him at the Run DMG https://www.run-dmg.com/

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Kyle is the CMO of a VC backed SaaS company. He talks marketing, brand, team building and history. He hates onions too. 

In the episode we discuss:

SaaS Marketing

Recruitment

Everything Else

Alchemy: The Surprising Power of Ideas That Don't Make Sense by Rory Sutherland 

The House of Morgan: An American Banking Dynasty and the Rise of Modern Finance by Ron Chernow 

Rhythm: How to Achieve Breakthrough Execution and Accelerate Growth by Patrick Thean 

Lessons from the Hanoi Hilton: Six Characteristics of High Performance Teams by Taylor Baldwin Kiland and Peter Fretwell.

Salesforce’s ad that is one of the best around https://www.linkedin.com/posts/markritson_advertising-activity-6759295434704994304-Q1zh

The Stockdale Paradox https://www.jimcollins.com/concepts/Stockdale-Concept.html

Kyle Lacy brings over 13 years of experience in marketing with a slice of revenue. He is currently Chief Marketing Officer at Lessonly. Prior to joining Lessonly, Kyle held senior positions at OpenView, Salesforce and ExactTarget. He is also the author of three books, Twitter Marketing for Dummies, Branding Yourself and Social CRM for Dummies. He wears monotone, loves history and hates onions.

Find Kyle on LinkedIn: https://www.linkedin.com/in/kylelacy/

And Twitter https://twitter.com/kyleplacy

And Lessonly are here:

https://twitter.com/lessonly

https://www.instagram.com/lesson.ly/

https://www.linkedin.com/company/lesson-ly/

https://www.facebook.com/lessonlyapp

Andi Jarvis

Koen Pauwels is a Professor of Marketing with a deep understanding of how to measure the effectiveness of your campaigns. This is unmissable.

Koen Pauwels is Distinguished Professor of Marketing at Northeastern University and co-director of its Digital, Analytics, Technology and Automation (DATA) Initiative. This episode is littered with stories and useful anecdotes, all backed up with data that are useful for businesses of all shapes and sizes.

In this episode we discuss:

· The need for marketing academic programmes to bring in reading from more than just a handful of countries.

· Brand love in the UK v Brazil… why countries have different buying processes and what that means for marketers

· *That* Freakonomics podcast – what they got right and what they got wrong

· Why you should be cautious with extrapolation and test yourself

· eBay and the power of brand in paid search

· eBay and how not to do digital advertising

· Why the type of site your ads appear on matters – content integrated v content separated

· Does retargeting actually work?

· Advertising metrics – how to look at them to help your business

· Building brands to increase your pricing power

· Long and short term effects of advertising

· Should all marketing metrics be tracked back to sales?

· Lessons for small and medium sized business from global effectiveness studies

· Should you spend more or less on advertising during a recession? (We’ve got one coming, so it’s worth listening to)

· Why there’s no such thing as the perfect amount of data

· What B2C marketing and B2B marketing can teach each other

· Using marketing to help roll out the COVID vaccination programme

· The value of marketing education for senior teams

His books include ‘Modeling Markets’ and ‘Advanced Methods for Modeling Markets’ for researchers and “It’s Not the Size of the Data – It’s How You Use It: Smarter Marketing with Analytics and Dashboards” for managers (http://notsizedata.com/).

Contagious: How to Build Word of Mouth in the Digital Age by Jonah Berger 

Beloved Brands: The playbook for how to build a brand your consumers will love by Graham Robertson 

Give and Take: A Revolutionary Approach to Success by Adam Grant 

The Hype Machine: How Social Media Disrupts Our Elections, Our Economy and Our Health – and How We Must Adapt Sinan Aral 

Empirical Generalizations about Marketing Impact by Mike Hanssens

The Smart Marketing Book by Dan White

Andi Jarvis

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Chris is the CEO of Lightyear, a Belfast based intelligent accounts payable automation platform. Product marketing is his thing.

Chris has more than 10 years of experience across the technology industry from founding and leading fintech companies to leadership roles in Fortune 500 companies. His views on the product marketing world are worth listening to.

In this episode we discuss:

· Product development and the Lightyear start up story

· Positioning and why it’s so hard

· The challenges and benefits of being a mid-market provider v enterprise

· Selling on features v benefits (FAB and Which Means That)

· Running a bootstrapped business

· Surviving and thriving through COVID 19

· Dealing with hyper growth

· Marketing planning when the future is uncertain

· “Follow me home” or how big business uses ethnography

· The importance of talking to customer services and support

· Measuring performance (KPIs and OKRs)

· Some of the mistakes Chris has made (and what he learned from them)

· Product teams v marketing teams

· The Belfast start-up scene

· Running a team in Belfast and Sydney

· Why we should all focus on climate change

· LinkedIn and Medium for bite-sized content

· https://www.finextra.com/

https://smxmuenchen.de/en/ - come and see Andi talking about “which means that”

FAST not SMART objectives – it was MITSloan Management Review not HBR…. SORRY. Don’t @ me.

Lightyear’s expansion plans and support from Invest NI https://www.investni.com/media-centre/news/lightyear-double-ni-workforce-over-ps1m-investment

Find Chris on LinkedIn: https://www.linkedin.com/in/greggchris/and Twitter https://twitter.com/LightYearChris

Lightyear are everywhere!

https://www.lightyear.cloud/

https://twitter.com/lightyearcloud

https://www.linkedin.com/company/lightyearcloud/ https://www.facebook.com/lightyearCloud/

https://www.instagram.com/lightyearcloud/

https://vimeo.com/lightyearcloud

Mike Follett is the MD of a research company that uses eye tracking software to measure ad effectiveness. 

His insights will blow your mind!

Mike Follett is the Managing Director of Lumen, the leading attention technology company. Lumen uses eye tracking to understand the reality of attention to advertising, helping clients buy better digital media and develop more eye catching creative.

In this episode we discuss:

· Eye tracking technology and how it helps cut through opinions in advertising

· Starting off doing studies on newspaper ads and moving into digital

· How ad agencies work and the problems with opinion v fact

· Measure twice and cut once in planning for your ads

· Marketing as an art v science and the rise of data

· Art directors v copywriters

· Why you’re thinking about Facebook ads the wrong way

· Why no one cares about your ads

· The attention economy and algorithms

· Marketing is more like seduction than war

· Advertising attribution models and why you should look at incrementality not last click

· Why the site your ads sit on has a huge affect on impact

· Does advertising work

Mike began his career in advertising, working for in DDB in London, New York and Mumbai, before being part of the team that founded Lumen in 2013. He holds degrees from Oxford University and Imperial College London.

Find Mike on LinkedIn: https://www.linkedin.com/in/michael-follett-a474216/

Or email him at [email protected]

And Lumen Research on Twitter here:  https://twitter.com/lumenresearch

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.