Strategy Sessions Andi Jarvis

Eyup and welcome to the Strategy Sessions!

We're back with the 4th season on Tuesday October. All the usual interviews you'd expect - this time with improved production. 

We're starting Season 4 with a mini-series-within-a-series for Black History Month (BHM) throughout October. 

I'll be releasing an episode a week throughout the month, featuring some of the best black marketing talent that we have in the UK. American fans might be wondering why BHM is a different month in the UK than in the US and I DON'T KNOW but please drop it in the comments if you do know! 

Make sure you follow the show on your podcast platform to get notified of new episodes.



Andi Jarvis

Host & Strategy Director

https://eximomarketingstrategy.com/

Rory Sutherland is, perhaps, the closest thing to industry royalty that we have in marketing. He’s Vice Chairman of Ogilvy UK, a best-selling author, owner of one of the best ⁠TED Talks⁠ you’ll ever see and the man behind ⁠MAD Fest⁠ a marketing, advertising and disruption event taking place in London 4 – 6 July.


In this episode we discuss:


Lionfish, toothfish and pilchards – how rebranding fish drives sales
Humans have strange value systems
The map is not the territory – Alfred Korzybski
The relationship between innovation and marketing
All decisions look different with hindsight
Rory being a heretic
Mercedes v Toyota and how they manufacture quality without trade offs
Why people buy expensive wines
How to get young people to invest in pensions
When you shouldn’t use nudges
Why economists are the worst people on the planet
Why the Uber map is genius
Why random brands exist on Amazon
The benefits of being on Chris Evans’ breakfast show
How the Walls Viennetta came about
How managers can convince the board to invest in radical thinking



Rory Sutherland

Rory is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency.

He works with a consulting practice of psychology graduates who look for ‘unseen opportunities’ in consumer behaviour - these are the often small contextual changes which can have enormous effects on the decisions people make - for instance tripling the sales rate of a call centre by adding just a few sentences to the script. Put another way, lots of agencies will talk about "bought, owned and earned" media: we also look for "invented media" and "discovered media": seeking out those unexpected (and inexpensive) contextual tweaks that transform the way that people think and act.

It is a hugely valuable activity - but, alas, not particularly lucrative. This is because clients generally do not have budgets for solving problems they did not know they had.

Before founding Ogilvy’s Behavioural Practice, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of three books: The Wiki Man, available on Amazon (at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day), and the best-selling Alchemy, The surprising Power of Ideas which don't make Sense, published in the UK and US in May 2019, and, co-written with his former colleague Pete Dyson, the newly released Transport For Humans on the behavioural science of transport.

Rory is married to a vicar and has twin daughters. He lives in the former home of Napoleon III - unfortunately in the attic. He is a trustee of the Benjamin Franklin House in London and a Patron of Rochester Cathedral.

Find Rory on ⁠LinkedIn⁠ or ⁠Twitter⁠



Rory’s Other Stuff


⁠MAD Fest⁠
⁠Alchemy: The Surprising Power of Ideas That Don't Make Sense⁠ 
⁠Transport for Humans: Are We Nearly There Yet?⁠



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.⁠

Hamptons Tech Week is back at the end of June.



It’s one of the must attend events in the tech sector because of the incredible network of people who attend. Steve Sabo is the Co-Founder of the event and he explores what makes the event special. He’s also the Founder of Ethereal, a blockchain and Web3 consultancy, a massive golf fan and the CEO of Vin & Fin, the financial services event you never knew you needed.

 

In this episode we discuss:


Hamptons Tech Week – what makes it special and what the plans are for the future
Why small events can keep a spark that the huge events can’t
The differences between the UK and US in the entrepreneur space
Is Web3 over hyped?
Why FOMO makes a terrible business model
Will the incumbents let Web3 ever reach its potential
Starbucks being the world leaders in using Web3… and why no one knows about it
What comes next in the Web3 space – and why it could be great for hipsters!
What role does government have to play in legislating for new tech
The intersection of tech and golf
How golf can change to capture a new audience and stay relevant
Why Belfast has a big future in the tech space
Vin & Fin – why pairing financial advice with wine tasting is the future



Stephen Sabo

Early on in his professional career, Steve recognized an opportunity to educate others with a CFO style approach designed to make the complex world of financial planning, taxes, and insurance accessible and simple. With this approach as his foundation, Steve founded Simple Society where he serves as the CEO today. At the core of Simple Society lies a dedication to providing objective, honest, and precise strategies.



Through this firm’s dedication to education of clients, Steve created a trademarked course called Vin & Fin, which pairs wine and financial education to make the complex topics in life easier on the palette. 



The pandemic hit, making Vin & Fin press pause until events were "back" which allowed Steve to find his other passion in the world of blockchain and web3.  He created the consulting company Ethereal to help companies understand and integrate this technology into their businesses.  Ethereal also has its own projects
which include Hamptons Tech Week and Liquidity CC. 

 

Steve’s passion for connecting with others allows him to act as a partner, often developing mutually beneficial relationships for people in his vast network.  In his free time, he enjoys golfing at Beacon Hill Country Club in Atlantic Highlands, NJ where he lives with his wife and two children.  



Find Steve on LinkedIn.



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.

Barry is Mr News SEO. He focuses on technical SEO and specialised services for news publishers, working with some of the biggest names in world publishing.

In this episode we discuss:


The difference between ‘classic’ SEO and news SEO
Google’s role as judge, jury and executioner for news organisations
Social traffic v search traffic in news SEO
How news organisations are struggling with new commercial models
Are the challenges any different to previous generations for news publishers
How AI is impacting SEO
The ethical and social problems with AI
How SEO has changed from deterministic to probabilistic
How Barry got in to SEO
The importance people skills in technical disciplines
Why more companies should have a technical track and not just promote managers

Barry Adams
Barry Adams has been building and ranking websites since 1998. Through his Polemic Digital consultancy business, he focuses on technical SEO and specialised services for news publishers. Barry counts some of the world’s biggest media brands among his clients including News UK, The Guardian, FOX, Future Publishing, Euronews, and Hearst.

He is a regular speaker at conferences and events around the world, delivers annual guest lectures for local universities, and writes an irregular newsletter on SEOforGoogleNews.com. 

The News and Editorial Summit can be found here: https://newsseo.io/

Find Barry on Twitter and LinkedIn


Book Recommendations
BLINDSIGHT by Peter Watts



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 few weeks and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

The day this podcast launches - Thursday 20th April 2023 - I'm speaking at Brighton SEO alongside Fabio Embalo (Viaduct Generation) and Azeem Ahmad about equality in marketing. Azeem hosts the Azeem Digital Asks podcast, so we did a joint episode to dive into the subject for a wider audience.

In this episode we discuss:


A simple explanation of marketing strategy
Where equality fits in your marketing strategy
What can go wrong if you try and 'retrofit' equality into marketing tactics
Making strides with diversity at marketing events
Why we shouldn’t try and guess what our customers think
Why you should talk to your customers more and observe what they do
Why AI for customer research is a terrible idea
How to solve pay gaps
How you can make a difference regardless of where you are in your career
Why you should listen to each other’s podcast


Azeem Ahmad

Azeem is an award winning digital marketer, and international conference speaker with several years of experience in the industry, covering multiple disciplines such as SEO, PPC, Social Media, Programmatic, and Display too.

As well as this, he hosts his own digital marketing podcast called "Azeem Digital Asks" which aims to give a platform to women, POC and marginalised communities, and has previously been a judge at many search awards across the globe, including the European and US Search Awards.

Find Azeem on Twitter and LinkedIn

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 few weeks and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Bethan is the Founder and Managing Partner of Open Velocity, a marketing strategy consultancy,
based York but working globally.


In this episode we discuss:


Should marketing be involved in product decisions?
Building teams the P&G way
Being the voice of the customer in the organisation
Speaking the language of the business
Marketing bubbles and why you need to avoid them
Why marketing reports should be backwards
Tell me what you don’t know
Attribution is dead – so how do we manage success
What’s old is new… knowing your customer
Defining what marketing strategy is and does it matter that it’s not defined properly?
Who should organise the Christmas party?
What is a fractional CMO and their involvement in strategy, culture and execution
Businesses don’t care about creativity – what do they care about
Lessons from standing for election as an MP
TOPTIP is back! This time it’s about finance… and it’s a banger!



Bethan Vincent

Building on her work at the C-Suite level, Bethan is a regular speaker about marketing and technology at international conferences, including GitLab Commit San Francisco 2020, TuringFest 2021 and Learn Inbound 2023 conference.

Formerly Marketing Director of a leading technology consultancy and a senior manager in the cloud computing industry, Bethan’s career has been built at the intersection between marketing, product and development.

Outside of their “day job”, they like to powerlift, meet interesting people and contribute to The Brave Podcast, which explores how we can build a better future.

Find Bethan on LinkedIn and Twitter


Book Recommendations

Walden Two by BF Skinner

The Uncertainty Mindset: Innovation Insights from the Frontiers of Food by Vaughn Tan



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.