The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Daniel Glynn, who is Head of Media Buying at Heineken, about ‘Client-Side Media’.Dan is the perfect person to give us insights into both his agency and client side experiences following his years at MediaCom working across leading brands including Centrica, Coca Cola, Tesco, GSK and CRUK. His work for Heineken began back in 2023 as Programmatic Lead and he is highly skilled in digital transformation, delivering commercial targets and achieving great campaign results for his clients.Topics discussed include:•⁠ ⁠Dan’s views on the differences on working on the agency and client sides•⁠ ⁠Why it’s important to speak to new people, have the discovery phase and look to innovate whilst looking at the best tech in the industry •⁠ ⁠How capabilities are constantly changing, making it even more important to be as bold and brave as possible with activations•⁠ ⁠Using AI, segmenting, and different data points to minimise brand overlap and evaluating to make sure that you don’t just ‘blend in’•⁠ The power of the Open Web and showing premium credentials for brands•⁠ How we can build an efficient cross channel plan utilising our different partners whilst using past results to inform our decision making •⁠ The importance of creating a connected eco-system and collaboration •⁠ Why journalism, semantics and a free society are so important alongside brand safety •⁠ Why attention is the touchpoint that we should be looking at within the media industry and its value as a health metric to catch the eye•⁠ How building a holistic media plan can tap into the right moments and create standout •⁠ Nudge versus nurture, and how understanding the difference gives you a balance of effectiveness and efficiency •⁠ How LinkedIn helps Dan to get know a wider network, reach out to clients and help others in the industry •⁠ Actively looking for new partners to revolutionise the brand’s offering •⁠ Why having a personalised touch is important to make sure that genuine writing and conversations are still happening in an AI world •⁠ The importance of intent and what is happening behind the screen and partnerships that help with context •⁠ Why brand awareness is key and the value in finding the moments of undivided attention•⁠ The campaign that Dan is most proud of and the uplift in sales that followedWho 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 Lucy Verby, James Latham and Kenya Peters about UN//Scene, the industry event created to give fresh thinking and new voices a platform, while making events more affordable, inclusive and useful for the people attending.Topics discussed include:Why Lucy Verby created UN//Scene after becoming frustrated with the lack of genuinely fresh thinking and new voices at traditional industry events.Why Lucy believes the industry needs to find "the faces that are going to be the headliners of tomorrow" and give them somewhere to develop their ideas and experience on stage.Why Kenya Peters believes industry events can become too focused on familiar conversations, and what happens when people are encouraged to talk about the subjects and ideas they genuinely care about.Why UN//Scene refuses sales pitches and panels, and instead asks speakers to bring their most creative and exciting thinking.How the event is built around three principles: pragmatism, positivity and participation.Why speakers are encouraged to leave people with something tangible they can actually take away and use.How this year's sessions cover everything from neurodivergence and magic to toxic leadership, matrescence, community, respectful rejection, queer advertising and creativity.Why James Latham came away from the first UN//Scene feeling "more nourished" and with new ideas and conversations he could take into his work.Why the organisers want both new entrants and senior industry decision-makers in the room, so the people attending have the ability to create meaningful change.Why speakers are encouraged to stay, watch other sessions and become part of the audience rather than disappearing after their own talk.How every penny generated by the event goes to charity.Why Kenya believes that "no matter where you are in your career, there's going to be something that you can take from it".Lucy's thanks to Craft Media, this year's UN//Scene sponsor, and why having a sponsor whose values align with the event matters to the team.Why the team believes UN//Scene ultimately works because alongside the learning, networking and industry impact, as Lucy puts it, "it's just a really good day of exciting stuff."UN//Scene takes place on 17 September at Conway Hall.Viewers of The Six Sells Podcast can get 10% off tickets. Simply enter the code SIXSELLS10 when you check out here:https://www.unscenefestival.co.uk/2026-ticketsWho 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 Stephanie Parry, who is the MD UK&I for Jellyfish.Here are some of the topics we discussed in this episode:How the client/agency relationship has changed and evolved Understanding and building trust and empathy Being in a moment of punctuated change and disruptionTransformational and organisational change Driving industry thinking forward Generative engine marketing and its two audiences: human and agenticWhat is influencing your brandShaping technology and thinkingBrand and asset perception to build and craft differentlyLots of littles Adapting your strategy for your audience Influencing a creative economy The connected media conversation Meaningful, authentic brand identities Great distinctive brand work Building long term memory structures and earning consumer attention New era of marketing to share and collaborate Light years and lizard brains Storytelling that you want to buy into The onus on consumers to consciously curate and assess the information being served Looking 5 years aheadAbout 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] 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.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 Sam Eads, who is Head of Ad Sales and Operations at Trainline.Sam has an outstanding record of increasing revenue and achieving sustainable profit growth by identifying and capitalising on opportunities to develop existing business and win new business. His impressive portfolio includes senior sales roles at Sojern and Vidoomy, Group Head of Radio and Digital Audio at Bauer Media, and Head of Advertising and Partnerships at First News. Here are some of the topics we discussed in this episode.Journeys with brands Understanding attention in appsWorking in the commuter segment Doing something different in the space and adding customer value Starting with the audience and building from there with integrityMedia that’s going placesRetail and commerce media and understanding audience behaviour Challenging yourself and listening to opinions in a feedback loopHow AI is improving the business and optimising the teamBeing in an industry of relationships Contextually relevant moments during your journeyThinking outside of display and video placements to be brand sticky Shifting the narrative within the space Building what brands want to see Building out user level ID trackingWhat the future looks like and how positive pressure moves things at paceMobility media and driving new thinking and successHow small businesses can harness the power of mobility mediaAbout 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 Fern Potter, James Harris and Sarah De Martin from Intelligent Assistance. Intelligent Assistance combine human intelligence with artificial intelligence to solve real business challenges in the new AI economy.Here are some of the topics discussed:Moving at pace as a start-up business Listening to customers to gather information and make meaningful changeUsing AI to grow and deliver outcomes Filling the adoption gap with meaningful technology Human first, human lastOptimising the ‘everyday’ in ways that were not previously possible The differences between agents and engines Saving time for businesses Upskilling teams for future with AIThe importance of integrity and trustDelving into who drives the content AI meeting customers ‘where they are at’The challenge of deep fakes and the importance of brand safety and building safeguarding Technology that filters what’s real and what’s not Good and poor practices within AIThe gender gap in the application and use of AIHow people can keep up with the daily changes within AIStaying curious and exploring the rabbit hole Thinking about things differently and the societal shiftAbout 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] 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, Fern Potter spoke to Aurelia Noel, who is the Head of Innovation and Transformation at dentsu X. Aurelia is a recognised online expert with 25 years international experience leading global digital strategy and implementation of complex, enterprise-level digital projects in multinational and multicultural B2B and B2C environments. Her impressive portfolio includes Global Digital Partner of Digital Transformation at Carat, Head of Marketing Europe at Urban Outfitters and senior roles at Premier Inn, amazon, Digital River and Dell. Here are some of the topics we discussed in this episode.How curiosity, bravery, scepticism and trust will push you to innovation Simplifying your ideas and vision so that people can follow youThe importance of scaling your innovationHow AI impacts innovation and the human vs technology debate AI as an ‘agent colleague’ and second brain The challenge for women in AI and recent studies Investing in women in AIMentorship and using AI for good Bridging the global AI divide How the government can work with investors and entrepreneurs that is outside of the USMisinformation, media manipulation and how people access informationBrand safety and suitability within AI Ethical AI principles within brands and their reputation and purpose Sustainability in AI and how we can use it to solve human challenges Using AI to solve business situations to make the workforce more prepared and agile What the next year in AI might look like 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] 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 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 tradingHelping women to grow, be visible and build networking communities Supporting the Ovarian Cancer CharityThe importance of ‘seeing yourself’ in senior rolesWhy 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 bringsThe balance of voices and doing what initially makes you uncomfortable Taking opportunities when they ariseFuture goals and planning aheadThe 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] 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 agenciesThe 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 teamBeing firm but fairThe re-emergence of swearing and the aggressive boss Mentoring and the Women in Trading groupThe 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’sLeaning on relationships and network connections to find employment The importance of personalising your CV for each roleKeeping LinkedIn updated when you apply for a position Importance of shared connections and professionalism on LinkedInBeing 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] 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 LLMsThe new window into the internet and early day learningsConversational 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 experiencesHow the media is transacted and specific targeting Evolving measurement algorithms and pixels CTR’s and response ratesThe middle funnel conversations and redirecting conversationsSponsored prompts and nudging user decisionsAdapting 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] 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 behaviourProving that marketing has an impact on the sale The importance of jargon free language and logical flow Marketing effectiveness roadmapsThe 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 partnershipsBuilding a best-in-class marketing measurement system The importance of data and metricsAdvice for ad tech companies to get a foot in the doorThe core principles of marketing effectivenessStanding on the shoulders of giants : looking at performance and brand Getting the people-side rightTracking and understanding what your investments are doingAbout 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 measurementUnderstanding Era 1 - deterministic and linearEra 2 - multi touch and cross channelThe nuances of Era 3 - modelled and predictive measurement Governance of privacy Changes in user behaviour and fragmented attentionIncrease of AI and zero click journeys Attribution and the total system levelThe media multiplier effectMoving away from direct response to a broader mix of channels The signals to fill the gapContextual targeting and changing mindsetsThe challenges facing marketers as the changes take place The importance of first party data and modellingThe key takeouts of the 3rd EraDisplay, conversions and view throughBuilding brand saliency and exposure Authenticity and trust Google Analytics and reportingWill 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 dOOHHow L’Oreal and Arsenal harnessed dOOH DOOH as a primer and core part of the media mixMeasuring 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] 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 viewChallenging perceptions and bringing fresh perspectives Working ‘on’ the business other than ‘in’ the businessDriving 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 scoresThe importance of values and authenticity Understanding the impact you are makingMeasurement and identifying the metrics that help decision making Time saving integrationsStanding 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 knowledgeAbout 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 homeworkOptimising and media metricsPlanning, buying and measurementThe accessibility of the Open WebHow 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 siteDirect relationships with publishers and advertisers AI and natural language at the briefing stageChallenging how spend supports the outcome Brand advertising and ROI Reporting on exposures and optimal frequencyFree press and fuelling democracyProviding the tools for marketersWalled gardens, the Open Web and supporting publishersReal time insights and optimising in real time Moving forward as an industryParity within the landscapeSimplifying 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] 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 Chris Platt who is the Founder and CEO of Dig In. Chris has spent a decade analysing youth behaviour and has built the UK's largest first-party youth database. He helps brands navigate the chaos of digital marketing with attention solutions that deliver global campaigns to 500,000 university students each year.Here are some of the topics we discussed in this episode.Delivering samples to students and studying their behaviours Gen Z and the independent shopping opportunityLifestage marketing and brandsSelling before brand allegiance is fixedHow a brand conversation can be an ice-breaker Authenticity and how the mood changes with the Gen Z marketHow Gen Z’s filter and discriminate effectively with advertising choicesThe digital hangover Gen Z’s and multi screening How social media excavates our time and attentionThe reactive algorithm and trustPhysical world marketing and how it sticksThe definitive shared need and reaching them at this point The ABC1 household and spheres of influence Driving ongoing purchase behaviour User generated content and creating an online buzzThe first move advantageAbout 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] 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 Rob Webster, Founder and CEO of TAU Marketing Solutions. Rob’s impressive portfolio includes CSO at Kindred and Crimtan, Global VP of Strategy at CvE plus strategic roles at Plug Media, InfoSum, Sub2 and Mediacom.Here are some of the topics we discussed in this episode.The top three questions that marketers are asking AI right nowMachine learning and LLM’sPredictions are the points Having a framework and what data you are trying to extractCustom GPT’s and seeing what’s possibleThe pros and cons of each LLMLeaning into new techniques Risk profilesThe importance of coding The changing role of the engineer Vetting the final outputBringing ideation to life within the hourUsing AI to spark ideasTrust and reliability The human level loop and fallibility The small company advantageTransforming spacesThe big company ‘moat’ Engaging and talking and finding what works for youRecognising your own value in the system 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] 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 Niki Chana who has 15+ years of experience in the digital industry leading impactful brand initiatives and executing digital strategies on a global scale. Currently Programmatic Strategy Director at SBS her impressive career includes roles at Playground xyz, Eyeota, Verizon, Dentsu, Freewheel, Sizmek, Sky and Associated Newspapers. Niki is also a member of MEFA and a founding board member of The Women In Programmatic Network, where she continues to volunteer. Here are some of the topics we discussed in this episode.Smart phones, dumb planet The over reliance on AI and turning a blind eye to the environmental cost The hidden carbon cost that AI has on the planetWhat actually happens to the data and how is it stored?Collectively coming together as an industry to reduce wastage and inefficiencies Fragmented content and organising the space Being transparent with brandsThe importance of responsibility and making sustainability profitable Government schemes to reach Ad Net Zero by 2030 and meeting in the middleEducation and understanding your outgoings More than a box ticking initiative The digital ecosystem and the individual response Using AI for goodWhere we are and where we are goingReaching audiences and multiple devices efficiently Up-skilling staff to understand the programmes and what works for your businessMaking our industry more sustainable and the importance of research and curationAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 130 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email [email protected] 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 Gary Gumbleton, who is the Head of Group Content at Ocean Holidays Group.Gary describes himself as a storyteller and he is a man of many hats (!) with a career that includes Creative Director at Reflect Digital and Frontside, Content Director and Head of Social at Capital Content, Head of Sales and Marketing at iTicket a nine year stint at Vodafone, as well as running his own agency. He is also a men’s health advocate, using his voice to help others.Here are some of the topics we discussed in this episode.Running your own agency and the mental health tollThe emotional versus the rational side of marketing Commercial storytelling and guiding the viewer through the funnelTactical content driven by data backed creatives Podcasting and individual shorts The importance of YouTube, Spotify and organic social mediaThe rise of the online talk showThe content planning processSocial first and the second screen Drill down into attention and what works for youCreating feeds based on content concepts The power of video The importance of vertical dramas and the mirror strategyBlogs are for botsCreating content that the viewer wants to watch Making the assets to reach the AI audienceHow AI can help and hinderAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 130 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 Paul Evans, who is the Founder and Chief Positioning Engineer at V2RSION.Paul has a distinguished 20+ years leading marketing at companies including Vodafone and Microsoft as well as advising growth leaders across the tech and media industries. Here are some of the topics we discussed in this episode.Positioning as a marathon and a sprintResponding to internal and external signals Where positioning sits and what it really deliversThe context of why you are chosen above and beyond your competitionThe difference between positioning and messaging and the contextual component The solution and the value that you create What people can learn about positioning The business capability and the importance of language Identifying what good positioning looks likeWhy indecision or no decision signals weak positioning Great positioning drives great go to marketThe positioning process The ‘bridge point’ Aligning and educating the teamThe AI audience and the long tail Positioning and the no click search future Generative and Answer Engine Optimisation and driving discoveryClarity of context of why you should be chosen About The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 130 episodes (and counting), and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email [email protected] 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 Ian Whittaker who is the MD and Owner of Liberty Sky Advisors.With over 20 years’ experience as an equities analyst covering global media, digital, and technology, Ian is recognised for his pattern recognition across cycles — identifying how shifts in technology, regulation, geopolitics, and capital markets translate into strategic risk, valuation outcomes, and long-term competitive advantage. Double winner of the City AM Analyst of the Year Award he brings a financial markets mindset to industry decision-making, and an industry practitioner’s realism to financial and boardroom discussions.Here are some of the topics we discussed in this episode.Open AI and the ongoing narrative The SME advertising marketThe innovation of ad tech and the small company advantage Scale and knowledge within larger companiesAd tech and process Redesigning everything you thought before The potential consolidation of LLMs Locking into the AI ecosystem Transformation in media and tech due to AIPotential apocalypse for traditional media The attention economy The ideological battle of all audiences being equalLooking under the iceberg and changing perceptionsMoving towards a results driven worldThe foundations being laid for transformation The spend on technology and the results that it producesThe ‘grey swan’ and the ripple effectAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 130 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email [email protected] 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 Cadi Jones who is the SVP Emea at Index Exchange.Cadi is also an ambassador for AdTech Connect and her experience includes MD at Pixability, CCO at Qmee, Commercial Director at Beeswax, Commercial Innovation Director at Clear Channel, Head of Partnerships at Bloom and 7 years at Yahoo!Here are some of the topics we discussed in this episode.Pitching CTV to the media buyerCombining the power of CTV with digital advertising and targeting The early challenges of VOD and the comparison to CTVWho brands are trying to reachTargeting and CTV The partnerships with DSP’sCTV and measurement - bridging linear and digital thinkingBrands leaning into MMM assessment and applying geographical, regional hold-outsThe impact on sales CTV as part of retail media strategies The evolution of local TV advertising Rapid disruption and how AI is impacting the industryDriving outcomes, adoption and performanceStandards within CTV and making things possible Avoiding repetition within CTVLive events and programmatic advertising What’s next for CTV About The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 130 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email [email protected] 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 Alice Anson, who is the Director of Digital Media at Nectar360.Alice is also an IAB UK board member and her impressive experience includes Head of Digital Partnerships at Eurostar, negotiating global contracts at The Body Shop, trading and marketing at lastminute.com and direct management at Amazon.Here are some of the topics we discussed in this episode.Within retail media, which word is the most important? Retail or media?Advertising in the aisle Retail media networks and walled gardensDelving into the data and building an IPBalancing the needs of the shopper and the advertiserThe right message at the right time with the customer at the heartManaging stakeholder expectationsTargeting the right consumer with your brand Above the line campaigns within retail mediaConnected stores and bringing screens and apps together to infuse data cuesHow data powers the store experience The power aisleModelling customers and purchasing decisionsHow AI is integrated into the retail media networkAudience building and media planningUnlocking measurement and the ambition for real time programmatically serviced results The weather and responding to real time cuesTransparency and standards within measurement About The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 130 episodes (and counting), and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email [email protected] 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 Tomas Forsbäck, who is the CEO and Founder of ReadPeak.ReadPeak have helped over 1,000 brands to make native advertising a strategic part of their marketing through their innovative platform. Described as a ‘rock star founder’ by his peers Tomas is an entrepreneur who has set himself a mission to prove that with the right technology native advertising can beat social media platforms in conversion rates.Here are some of the topics we discussed in this episode.Advantages of startups adopting new AI ad techStrategic and tactical AI approachesFitting into the new AI world to look at how your business needs to evolveThinking about what an AI driven market will look like in 5 years timeThe importance of coding with AI How your education will change to adapt to this skills shift Coders as architects and their new emerging job rolesThe explosion of apps in a noisy marketplacePlanning for a future that is vastly unpredictableThe Open Web, publishers and advertising Changing models - what needs to change in an AI worldWhat social media have done really well in marketing The reach and frequency argument Attentive reach and frequency and outcomes The importance of the ad experience and integrated placements Going beyond the impression based modelNative content blending in to stand outThe impact of audible books and the impact of A/B testingAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 125 episodes (and counting), and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email [email protected] 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 Carly Activille, who has over 20 years of advertising experience working across digital, print, magazines, newspaper, demand gen, programmatic, podcasts, and events.Carly’s background spans the Daily Mail, Express, ReachLocal, Publications UK, Dennis, Future and now Audience Q where she is the Managing Director. A proud member of MEFA, she describes herself as data driven and an omnichannel enthusiast!Here are some of the topics we discussed in this episode.Starting out in regional pressHow personal circumstances can affect career progressionChallenges and how they shape women in the workplaceTalking about IVF and the grief of baby lossBeing a voice and support for others The importance of protected leaveEnabling leaders to have difficult conversationsNurturing leaders and championing your teamMutual respect, safe spaces and team cultureMentorship and lifting others up Harnessing lived experience to answer questionsBelieving in yourself and keep doing what you’re doingBeing visible and putting yourself forward LinkedIn, events and podcastsNever questioning your valueFind the places that know your worthGrowth, encouraging and championing your teamAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 100 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 Ollie Deane, former Director of Commercial Outdoor and DAX at Global, Agency Group Head at Clear Channel and now Co-Founder of The GoodNet - winner of Campaign’s Start Up of the Year 2025 Award.Here are some of the topics we discussed in this episode.Understanding the UN definition of sustainability Sustainability as a transformational challenge The opportunity and the challengeMeaningful progress within sustainability Sustainability as a business driver Sustainability as a driver for performance The three C’s - content, carbon and corporateThe metrics to put in place to reach your bigger goals Chasing progress over perfectionBrands and responsible manifestos Programmatic, carbon and wasted energyCuration within the industry and the levers that can be pulled Licensing data and activating mediaAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 100 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.

At MAD//Fest North in 2026, Rory Sutherland shared a top marketing tip with Mike Nicholson. Here it is in just over one minute.

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Dean Harris, Head of Co-Op Media Network, accountable for commercial strategy, proposition development, marketing, operations. Innovation and team leadership. Here are some of the topics we discussed in this episode.The decision behind creating a retail media networkSeparating the proposition away from supermarket grocery retail media towards convenience retail mediaThe big punch of a small shop Treating the network as a brand  The importance of positioning Challenging the status quo about small baskets Trust and the importance of people Events that signal credibility Easy to buy, easy to serve and easy to sellSharing the proposition, the evidence, creating curiosity and having the conversation. The importance of relationshipsVaried purchase cycles and the serendipity of B2B The importance of being visible on LinkedIn with your personal brand Familiarity, trust and credibility The convenience environment and the shopping mindsetBrand equity, loyalty, trial and non negotiables The mission based approachAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 100 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email [email protected] 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 Lucy Verby who has 20+ years of experience in the agency sector heading up strategy at PHD, Dentsu and Carat before founding her strategic consultancy We Are Masterplan - teaching everything from critical thinking, to pattern recognition and tailoring approaches to both customers and clients. Lucy is also the Founder and Chair of UN//SCENE a creative and marketing festival designed to platform fresh thinking and new voices. Here are some of the topics we discussed in this episode.The whisper becomes a shout - the transition to running a company and the reformation of prioritiesThe powerful, the powerless and the pointless - the importance of shaping and reclaiming the media narrative Defining strategy and lining up behind a definition that works The optimal path to your goals within your resources Articulating your strategic platform and avoiding word salads Shifting mindsets and getting from point A to point BThe importance of teaching strategy and reflecting consumer mindsetsThe myth that only certain people are good at strategy and avoiding gatekeeping Unlocking the potential of your whole team The process and the practice of strategy Strategy as a team sport and taking the pressure off Finding the opportunities to drive growth and uncover what is useful Critical thinking and pattern recognitionWhat growth looks like and differentiation in the marketplace Accepting and absorbing AI and the importance of critical thinking About The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 100 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 advertising royalty Patrick Collister, Custodian of The Caples Awards, creative guru, ad trainer, honorary Fellow of the IPA and author extraordinaire about his distinguished career.Here are some of the topics discussed:Writing the ‘Accrington Stanley, Who Are They?’ Milk ad and the story behind itHiring planners to test a hypothesis and test patterns within data to drive insightsGetting signoff from everyone including Ian Rush, to Liverpool FC to Margaret Thatcher The proudest ads of Patrick’s career from ‘The Water in Majorca’ to Heinz Baked Beans Making ads memorable and the difference between the 80’s and todayLeft brain advertising and the importance of featuring relatable characters and peopleThe process of writing a TV adThe ingredients of the perfect ad and the three P’s - people, plot, placeImportance of creativity and changeAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 100 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 Steve Filler, whose roles span brand, display, video, CTV, interactive creative, branded content, publishers, programmatic and SAAS sales, with a real strength in crafting and delivering sales strategies that cut through the clutter. Currently Country manager UK at the ShowHeroes Group he thrives on building best in class commercial teams.Here are some of the topics discussed:Scale within CTV and uptake in interest Buying and the key teams involved in the processGrowth in retail media The role of video in campaignsTargeting the right ad to the right person The importance of unified platforms and contextual segmenting AI in the marketplace - the positive and the negativeAcceleration of AI generated content and the importance of brand safety Users reaction to AI and the need for genuine human experiences The growth of CTV and the players within the spaceInnovation and investment in research into ad effectiveness and user experience More education within the CTV space and the opportunities that are available Measuring advertising successAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 100 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 Gemma Legg. Gemma has 22+ years in global sales and marketing including The Telegraph and Google and has now launched her own company Leggacy-Inc helping organisations achieve a truly inclusive culture where everyone can thrive. Here are some of the topics discussed:Understanding and recognising bi-polar and autism. The grief of a diagnosis and how it affects families.Creating a circle and protecting yourself. Being a chameleon and masking. Risk taking, catastrophising and manic episodes.Psychological safe spaces and DEI. Accommodations and inclusivity. The launch of Leggacy and creating impact.Breaking down the stigma of a diagnosis and celebrating the differences. About The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 100 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.

AI in Media with James Harris, VP of Planning & Strategy WPP, on The Six Sells Podcast.

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. About The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 100 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email [email protected] 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 Ross Sergeant who has scaled high growth brands like Peroni, Asahi. and now The National Lottery as Global Media Director at Allwyn. Here are some of the topics we discussed in this episode.Defining diverse media plans and why programming choices, partnerships and nuances are key.Regionality, accent, idiosyncrasies and language within content and category entry points.How media selection has changed over the years and understanding the bias.The decision to separate creative and media agencies.The importance of the entrepreneurial mindset and the benefits of acting like a startup.The 70:20:10 mindset of tried and tested, mirroring what others have done, and big valuable tests.Briefing the industry and being open and transparent with agencies to discover more.Defining quality media and where these parameters lie including the quality of the viewership.Understanding the nuances of category bias, regionality, stereotyping and using data to understand insights.The ideal make-up of a future thinking, diverse media agency that could accurately plan for all the cultures that they are buying for. Putting the checks and balances in place to constantly interrogate media buying decisions. 
About The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 100 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email [email protected] 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 Nick Flood, who has spent 23 years working in media.Nick started at Haymarket before moving to Dennis Publishing, then delving into private equity backed data businesses before landing at Future Publishing, Kindred, and now Shinka where he is Senior Vice President of Product and Go-To-Market.Here are some of the topics they discussed in this episode:The power of video and what makes it stand out from display or static advertising?The danger of AI blurring of the lines between what's real and what isn’t.What opportunities can CTV bring to advertisers over and above other mediums?The measurement of CTVWhat Nick is most excited about in terms of creativity and innovation.

In this episode of The Six Sells Podcast I spoke to Alex Knapman, who has a wealth of experience in retail media working at brands including Asda, Ocado, and currently at SG Retail and Halfords.Here are some of the topics we discussed in this episode.With retail media, is the most important word retail or is it media?Sofa to store media reaches audiences wherever they are - why are more retailers not harnessing the opportunities in this space?How the CMO can prove the ROI of their brand investments using retail media strategies.The relevancy flywheel - how do retailers find a balance between revenue and customer experience?The top three challenges and opportunities for 2026.About The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 100 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 welcomed Ben Dimond from Lumen Research into the studio to talk about how attention intelligence leads to significant increases in media effectiveness.

In this episode of The Six Sells Podcast, Julie Chadwick, MD of Dentsu Influence, talked to Mike Nicholson at Six Sells about the creator economy and influencer marketing.Here are some of the topics we discussed:People Command More Attention Than Brands: The Dentsu/Lumen study confirmed that content from individuals/creators, who are essentially familiar people , attracts and holds attention more effectively than standard branded content.Familiarity Drives Deeper Engagement: The biggest attention is generated by people that the audience trusts and are familiar with. For instance, product-centric creators (reviewers) are considered "incredible at holding attention and driving consideration" because of this trust.Storytelling Maximises Attention: Long-form storytellers using personality-based content, often highly familiar to their audience, "absolutely smashes everything out of the park" in terms of the high levels of attention they command.Authenticity is Non-Negotiable: The brand's presence must be authentic and seamlessly integrated to be effective, as simply adding a logo "doesn't work" because it immediately looks like an ad and is ignored.Strategic Purpose is Key: Brands must define a "very specific tactic" or job for the influencer content, rather than working with creators simply to fill a media plan.About Six Sells:Six Sells is a B2B executive communications agency for leaders working in the media and advertising industry. We help you get closer to your ideal clients, more often, through ghostwriting thought-leadership content for your executives., and boosting that content directly into the right newsfeeds.www.sixsells.co.uk

In this episode of The Six Sells Podcast, Mike Nicholson welcomes Pete Markey into the studio.We discussed what his first 90 days as a CMO looks like, Answer Engine Optimisation, Brand building, AI's role in creativity and much more.

In this episode of The Six Sells Podcast, Maria Cadbury, CRO, at Wult spoke to Mike Nicholson about data compliance.Maria explains how data compliance has become the new brand safety issue in adtech, with publishers, SSPs, DSPs, agencies and even advertisers all potentially liable for fines. You’ll learn how dark patterns, cookie consent theatre, and supply chain blind spots can put campaigns at risk - and how compliance scanning can protect both performance and reputation.#datacompliance #media #adtech

In this episode of The Six Sells Podcast, Shazia Ginai from Lumen Research joins Mike Nicholson in the studio to talk about how attention, when measured and understood properly, drives meaningful outcomes for brands through the interplay of media, creative, and human behaviour.Shazia also talked about:Why marketers should revisit whether their metrics are giving them the right answers.Storytelling as a driver of attention, memory, and action.Balancing media and creative effectiveness as a “marriage made in heaven.”The roles of media formats as “furnishers” or “light switches” in the brand rooms in your brain (this analogy alone is worth tuning in for).All previous episodes of The Six Sells Podcast can be found at www.sixsells.co.uk/blog

In this episode, Mike Nicholson talks to Alex Powell, CEO, at Pixels.ai about the power of vertical video on the open web.#marketing #media #advertising #adtech

In this episode of The Six Sells Podcast, Bill Swanson talked to Mike Nicholson about a number of topics including:• Bill Swanson’s career journey – from the dot-com boom to leadership roles at PubMatic, Magnite, Iris.TV, and Kinetics.• The rise of video – CTV, FAST, streaming and walled gardens are where eyeballs (and brand budgets) are moving.• Contextual relevance matters – brand safety risks remain, but contextual targeting is regaining importance for video.• Measurement remains messy – fragmentation between linear TV, digital, and streaming makes cross-channel comparison tough.• Leadership & growth – hiring for attitude as much as experience, motivating teams, and treating jobs like service provision.

In this episode of The Six Sells Podcast, Phil Rowley, Head of Futures, at Omnicom Media Group talks to Mike Nicholson at Six Sells about some emerging technologies that have caught his eye.The conversation covered many topics including:Media Fusions – Collision of channels; content as “solid, liquid, and gas” that can adapt to multiple surfaces and formats. Examples: EV charging screens as gaming consoles, influencer + e-commerce integration, gaming-specific social networks.Accelerated Business Brains – Proprietary AI “second brains” to centralise and search all company knowledge, improving efficiency in document and information retrieval.Stamina for Sustainability – Incremental, compounding innovations rather than a single “green bullet”. Examples: small in-restaurant vertical farms, repair-and-resell platforms.Augmented Humans – AIoT (AI + Internet of Things) to improve human physical and mental performance. Examples: AI posture correction wearables, immersive mood/environment systems.Trust by Design – Embedding ethics, transparency, and reliability into AI and business processes from the outset; managing both technical accuracy and human-to-human trust.#AI #Media #Advertising #Marketing #AdTech

On this episode of The Six Sells Podcast, Lauren Barnett, Head of UK Sales, at Samsung Ads spoke with Mike Nicholson at Six Sells about the advances in CTV ad targeting and how brands can leverage them.Thanks to Lumen Research for sponsoring The Six Sells Podcast. The brilliant team at Lumen help brands to increase ROI by planning, buying, optimising towards real human attention.Please subscribe if this content is of interest, and follow Six Sells on LinkedIn, and select 'all posts' via the bell icon in our profile to make sure you get notified when new episodes of the podcast are published.#CTV #Advertising #Media #MobileAdvertising

This podcast started out as nothing more than a recorded Zoom call during the Covid lockdown. 5 years, and 100 episodes later I have be privileged to learn so much from so many brilliant people.My very first guest, Matt Stockbridge, suggested that to mark the milestone, we turn the tables and put me in the hot seat. I wasn't keen - still not to be honest - but here are a few excruciating minutes of the marvellous Matt making me feel uncomfortable. Thank you to every single person who has liked, shared, commented and appeared on the show. It's been awesome, and I have no plans to stop just yet!Thanks also to Matt Stockbridge for such a polished presenter cameo - it's as if you have presented before? ;-)Best wishes, Mike

Suzanna Chaplin, CEO, at esbconnect joins Mike Nicholson from Six Sells in this episode to talk about the power of email.We can sometimes forget about email as the new shiny things continue to blind us, but there is still a huge, addressable audience to be reached.In this conversation Suzanna Mike discussed:Email as a branding channel (not only direct response).How email is a sticky channel because content tends to stay in the inbox for later retrieval.The power of an email subject line.Email as a Universal ID to power custom audiences. Please follow Six Sells on LinkedIn for notifications of future episodes.#Advertising #Marketing #Email

Kunal Nagpal is the Chief Business Officer at InMobi, and he spoke to Mike Nicholson in this episode of The Six Sells Podcast about attention, Glance TV, and more.