23 episodes

Andi Jarvis (Eximo Marketing) talks to some of the world’s best marketers and shares hints, tips and insight to help you become a better marketer.

Strategy Sessions Andi Jarvis

    • Business
    • 5.0 • 13 Ratings

Andi Jarvis (Eximo Marketing) talks to some of the world’s best marketers and shares hints, tips and insight to help you become a better marketer.

    Strategy Sessions Episode 22 - Smirnoff With Sarah

    Strategy Sessions Episode 22 - Smirnoff With Sarah

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

    In this episode
    1. Managing a global brand that such great heritage

    2. Covid and the impact on Smirnoff

    3. Measuring marketing effectiveness

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

    5. Investing in your own education

    6. Do you even need a marketing education?

    7. Managing beer brands at Tennent’s NI

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

    9. Social media and how that can mislead your thinking

    10. Smirnoff challenging perceptions and social issues

    11. Working in different brands across the globe

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

    13. Deep RiverRock TV ads and Smirnoff TV

    14. Investing in creative excellence

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

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

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

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

    Friends of

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

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

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

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

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

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

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

    Sarah’s Book Recommendations
    Shoe Dog: A Memoir by the Creator of NIKE by Phil Knight https://amzn.to/2PPn0py

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

    Andi Jarvis


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

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

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

    Andi Jarvis, Eximo Marketing.

    • 55 min
    Strategy Sessions Episode 21 - LinkedIn

    Strategy Sessions Episode 21 - LinkedIn

    Featuring Lizzy Knights Ward

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

    In this episode we discuss:

    1. Life at LinkedIn

    2. Content marketing and successful campaigns

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

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

    5. TOPTIPS for getting the most out of LinkedIn

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

    7. The joys of Google+ (RIP)

    8. Being a singer-songwriter

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

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

    Digital Marketing Strategy Course

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

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

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

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

    Lizzy’s Book Recommendations
    The Managed Heart: Commercialization of Human by Arlie Russell Hochschild https://amzn.to/3bh0Xjg

    Links To Stuff We Talk About In The Show
    · Series of videos about video ads on LinkedIn - https://business.linkedin.com/marketing-solutions/native-advertising/video-ads/video-ads-best-practices

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

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

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

    • 59 min
    Strategy Sessions Podcast Episode 20 Twenty20

    Strategy Sessions Podcast Episode 20 Twenty20

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

    But this episode isn't about cricket.

    About 20 years ago the English cricket authorities identified a problem. Falling attendances, reducing relevance and people moving away from cricket.

    This week's guest, Stuart Robertson, was the marketing manager at the time. Luckily, he knew his marketing onions and used researched, insight and a deep understanding of the problem to 'invent' T20 cricket.

    This isn't a podcast about cricket, although we do chat a lot about it. It's a podcast about marketing and you'll find a whole host of information about how to solve problems through a marketing lens from this show.

    And finally, we've got a T.O.P.T.I.P from Jane Roper, from Behind The Ad. If UTM tracking is lost on you, this is for you.

    In the episode we discuss:

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

    o The rationale for the new competition

    o The research behind the product development

    o Stakeholder engagement

    o Launching the product

    o How it landed better than anyone expected

    o Globalisation of the game

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

    o Is the strategy correct

    o Is it close enough to cricket to be successful

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

    **A career in sport marketing

    **Moving to agency world

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

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

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

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

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

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

    Stuart’s Book Recommendations
    Ottolenghi SIMPLE by Yotam Ottolenghi 
    Blah! Blah! Blah!: Memoirs and advice from one of British advertising's mavericks by Dave Buonaguidi 

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

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

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

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

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

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

    Andi Jarvis

    Find me on Twitter or LinkedIn 

    • 1 hr 1 min
    Strategy Sessions Podcast: Facebook, Inc

    Strategy Sessions Podcast: Facebook, Inc

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

    Featuring Nick Baughan and Gil David
    Facebook, Inc
    In this episode we discuss:

    · A career in agencies and moving to Facebook

    · Managing the scale of advertisers at Facebook

    · How agencies can interact better with FB

    · What skills agencies might need to succeed

    · The role of the data analyst v ad buyer

    · Government regulation of Facebook

    · Brand safety

    · Ad placements and content

    · New social platforms and how competition drives the product forward

    · The rise of ecommerce solutions on Facebook products

    Nick’s Book Recommendations
    The War of the Poor by Éric Vuillard

    The Order of the Day by Éric Vuillard

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

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

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

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

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

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

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

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

    Gil David

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

    Andi Jarvis

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

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

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

    Andi Jarvis, Eximo Marketing.

    • 58 min
    Strategy Sessions Podcast: A Lessonly In Marketing

    Strategy Sessions Podcast: A Lessonly In Marketing

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

    In the episode we discuss:

    SaaS Marketing


    Why you shouldn’t measure brand campaigns (really)
    Surprise and delight prospects and customers
    Using repeatable templates to speed up marketing activity
    Working at a software firm that gets acquired
    In praise of Salesforce
    Content v content marketing
    Use of personality in SaaS marketing

    Recruitment


    Using Predictive Index in recruitment
    The challenges of recruiting the right people while growing fast (40 – 215 people)
    The importance of diversity of background in recruitment
    Matching culture and marketing
    Unlimited vacation policies
    Juggling family, work and WFH

    Everything Else


    The history of content marketing
    Killing push notifications to improve productivity
    Using direct mail to stand out
    What’s old is new in marketing
    Making sure marketing has business impact
    The Stockdale Paradox

    Kyle’s Book Recommendations
    Alchemy: The Surprising Power of Ideas That Don't Make Sense by Rory Sutherland 

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

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

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

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

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

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

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

    And Twitter https://twitter.com/kyleplacy

    And Lessonly are here:

    https://twitter.com/lessonly

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

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

    https://www.facebook.com/lessonlyapp

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

    • 59 min
    Strategy Sessions Podcast Ep 17 Freakonomics or Freako-Wrong-mics? With Koen Pauwels

    Strategy Sessions Podcast Ep 17 Freakonomics or Freako-Wrong-mics? With Koen Pauwels

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

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

    In this episode we discuss:

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

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

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

    · Why you should be cautious with extrapolation and test yourself

    · eBay and the power of brand in paid search

    · eBay and how not to do digital advertising

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

    · Does retargeting actually work?

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

    · Building brands to increase your pricing power

    · Long and short term effects of advertising

    · Should all marketing metrics be tracked back to sales?

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

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

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

    · What B2C marketing and B2B marketing can teach each other

    · Using marketing to help roll out the COVID vaccination programme

    · The value of marketing education for senior teams

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

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

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

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

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

    Empirical Generalizations about Marketing Impact by Mike Hanssens

    The Smart Marketing Book by Dan White

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

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

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

    Andi Jarvis, Eximo Marketing.

    • 56 min

Customer Reviews

5.0 out of 5
13 Ratings

13 Ratings

Stentorian ,

Great content

Brilliant content. Always fantastic guests, great interviews and lots of actionable take aways.

JQBelfast ,

A must for ALL marketers!

An insightful and brilliantly produced podcast from Andi - always learn something from each episode! Keep up the great work!

ohliviab ,

A must subscribe to!!

Great podcast content from key innovators in marketing delivered in a thoroughly engaging tone!

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