The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Duri Mehmet, who is the Group Trading Director at Orion Worldwide. Duri has over 15 years experience in the media industry and she is also the founder of ‘Women in Trading’, a network created to drive parity and representation in this sector and also to support women in trading roles.

Here are some of the topics we discussed in this episode.

• Creating female representation within trading
• Helping women to grow, be visible and build networking communities
• Supporting the Ovarian Cancer Charity
• The importance of ‘seeing yourself’ in senior roles
• Why there needs to be diversity within trading
• The value of empathy within trading
• Softer skills and emotional intelligence
• The importance of resilience in trading
• Being approachable whilst having professional boundaries
• Being a member of Women In Trading and what that brings
• The balance of voices and doing what initially makes you uncomfortable
• Taking opportunities when they arise
• Future goals and planning ahead
• The importance of male allies
• Encouraging more women into trading roles and growing the network

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 150 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email [email protected]

Who is Six Sells?

Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology.

Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers.

Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web.

We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise. Email [email protected] for more information.

Huge thanks our sponsors and partner, Intelligent Assistance, who combine Human Intelligence with Artificial Intelligence to solve real business challenges - www.intelligentassistance.ai

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Jo Blake, who is the Head of Investment at Mi Media.

Jo’s senior career has been spent at the helm of award-winning campaigns and pioneering initiatives at companies including Saatchi & Saatchi, Zenith Media, Carat, and Havas Media Group. She is also an advisor and committee member for Women in Trading and Campaign’s Woman of the Year 2026 for mentoring.

Here are some of the topics we discussed in this episode.

The agility of indy agencies

The importance of curiosity and a ‘can-do’ attitude

The two types of kindness : truth and championing and showing up on a personal level

Having ‘proper’ conversations and having empathy.

Pockets of kindness depending on your management team

Being firm but fair

The re-emergence of swearing and the aggressive boss

Mentoring and the Women in Trading group

The power of mentoring and transferring life experiences

Bringing a different way of doing things

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 140 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email [email protected]

‍

Who is Six Sells?

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.

Mike Nicholson, CEO, at Six Sells shares a thought about how Seeing is NOT believing anymore. (7m 34s)

Since the 17th century, the saying 'seeing is believing' has been used and agreed with en-mass.

As Gen AI increases the volume of fake content available, we're simultaneously entering a crisis of trust.

Trusted, verified brands therefore become more vital than ever.

About Six Sells:

Six Sells is an executive visibility agency that works with CEOs and senior leaders within media and advertising businesses, turning thought leadership content and digital connections into commercial conversations. Press enquiries: [email protected].

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Kim Dando, who is the MD at round8 talent search. Accredited in Psychometric Assessment and Evaluation Kim is an expert in the digital media, tech and marketing industry with a track record of developing individuals and teams across UK, EMEA and North America.

Here are some of the topics we discussed in this episode.

The future of the industry and ad tech graduate recruitment

AI and CV’s

Leaning on relationships and network connections to find employment

The importance of personalising your CV for each role

Keeping LinkedIn updated when you apply for a position

Importance of shared connections and professionalism on LinkedIn

Being visible on social media platforms

Advice for Cannes attendees

Value in recruitment and networking at Cannes

Looking at adjacent sectors in your job search

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 140 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email [email protected]

Who is Six Sells?

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.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Andrea Tortella, who is the Co-Founder and CEO at Thrad.

Here are some of the topics we discussed in this episode.

Ads in ChatGPT and long tail LLMs

The new window into the internet and early day learnings

Conversational advertising - talking to the ads and the brands

Moving from static to dynamic

How to set up the ads and results

Branded ‘chats’ and new sponsored experiences

How the media is transacted and specific targeting

Evolving measurement algorithms and pixels

CTR’s and response rates

The middle funnel conversations and redirecting conversations

Sponsored prompts and nudging user decisions

Adapting to user consumption and demand

Making the ad format generative

New protocols and emerging solutions to making media buying simpler

Advertising at the speed of thought, news and culture

Conversational data and improved media buying

Brand safety, contextualising and driving innovation

The relevance of the entry point to the brand

What the future holds

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 140 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email [email protected]

Who is Six Sells?

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.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Andrew Wynd, who is an experienced leader in marketing and media with a valuable blend of both agency and brand side roles including Samsung, O2, Hasbro, Pepsico and most recently Global Head of Media at Just Eat Takeaway.com. He has now founded his own marketing consultancy business called Craft and Calculus.

Here are some of the topics we discussed in this episode.

Influencing consumers to change their behaviour

Proving that marketing has an impact on the sale

The importance of jargon free language and logical flow

Marketing effectiveness roadmaps

The idea behind Craft & Calculus - the magic and craft behind marketing

Where marketing effectiveness sits in the media mix

Getting the finance team onboard!

The Holy Trinity of MMM’s, attribution and incrementality

The changing role of the client/agency relationship and the power of partnerships

Building a best-in-class marketing measurement system

The importance of data and metrics

Advice for ad tech companies to get a foot in the door

The core principles of marketing effectiveness

Standing on the shoulders of giants : looking at performance and brand

Getting the people-side right

Tracking and understanding what your investments are doing

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 140 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email [email protected]

‍

Who is Six Sells?

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.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Simi Gill, who is the Head of Digital at The Kite Factory. Simi has risen through the ranks after first starting in 2019 as Digital Account Manager and impressing with her strategic in-depth digital expertise. Her interesting portfolio also includes 3+ years at Mediacom working with planning and buying.

Here are some of the topics we discussed in this episode.

Getting rid of the jargon within measurement

Understanding Era 1 - deterministic and linear

Era 2 - multi touch and cross channel

The nuances of Era 3 - modelled and predictive measurement

Governance of privacy

Changes in user behaviour and fragmented attention

Increase of AI and zero click journeys

Attribution and the total system level

The media multiplier effect

Moving away from direct response to a broader mix of channels

The signals to fill the gap

Contextual targeting and changing mindsets

The challenges facing marketers as the changes take place

The importance of first party data and modelling

The key takeouts of the 3rd Era

Display, conversions and view through

Building brand saliency and exposure

Authenticity and trust

Google Analytics and reporting

Will there be a 4th Era?

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 140 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email [email protected]

‍

Who is Six Sells?

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.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Tom Barbour, who is the Sales Director at Vistar Media. His career spans roles at GumGum, Blis, and Opera Mediaworks as well as mentoring at Outvertising.

Here are some of the topics discussed:

The three key benefits of dOOH

How L’Oreal and Arsenal harnessed dOOH

DOOH as a primer and core part of the media mix

Measuring the effectiveness of dOOH and the advancements being made

Audience data, search intent and profiling

Matching search uplift and historical data

Measuring till sales to give an ROI on campaigns

The retail media space

Harvesting device IDs and programmatic

The best idea for an dOOH creative that hasn’t yet been done

The ‘no click’ search and how it affects publishers within ‘breaking news’

Using dOOH as an extension to a sales strategy

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 140 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email [email protected]

Who is Six Sells?

Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology.

Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers.

Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web.

We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise.

Email [email protected] for more information.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Luc Benyon, who is the Marketing Director at Adsquare. Luc has over a decade's experience in the AdTech space delivering GTM, ABM, Product Marketing, PR, and Content Marketing programmes. His extensive portfolio includes marketing leadership roles at Nexxen, Watching That, video intelligence, MCH Global and Aberfeldy alongside creative work at D&AD and mentoring at the Brixton Finishing School.

Here are some of the topics we discussed in this episode.

The first 90 days in a role and the helicopter view

Challenging perceptions and bringing fresh perspectives

Working ‘on’ the business other than ‘in’ the business

Driving revenue and linking the top and bottom of the funnel

The factors that contribute to the sale

Marketing as the multiplier effect and how this can be optimised

Splam - AI generated spam and cold emails

Output marketing scores

The importance of values and authenticity

Understanding the impact you are making

Measurement and identifying the metrics that help decision making

Time saving integrations

Standing out from your competitors and being synonymous with what you do

Advice to those entering the industry

Creativity, craft and storytelling

Knowing when to use AI and when not to

The power of niche and specialist knowledge

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 140 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email [email protected]

‍

Who is Six Sells?

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.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Luca Filardo, who is the Chief Revenue Officer at Adlook.

Luca’s impressive career spans business intelligence, digital marketing, operations and business development within companies including Adlook, Index Exchange, Re.Birth Distribution, AudienceScience and Softlab S.p.A.

Here are some of the topics we discussed in this episode.

Meaningful outcomes and marking your own homework

Optimising and media metrics

Planning, buying and measurement

The accessibility of the Open Web

How the investment in AI widens the audience

How independent open web publishers can deliver meaningful business outcomes

The importance of a unified view

How publishers can improve views on their site

Direct relationships with publishers and advertisers

AI and natural language at the briefing stage

Challenging how spend supports the outcome

Brand advertising and ROI

Reporting on exposures and optimal frequency

Free press and fuelling democracy

Providing the tools for marketers

Walled gardens, the Open Web and supporting publishers

Real time insights and optimising in real time

Moving forward as an industry

Parity within the landscape

Simplifying the Open Web and making it more accessible

About The Six Sells Podcast:

The Six Sells Podcast is for people working in marketing, media, advertising and adtech.

There are over 140 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.

Want to get in touch? Email [email protected]

Who is Six Sells?

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.