The Build Up

dissident creative agency
  • 5.0 (2)
  • Marketing
  • Updated fortnightly

The Build Up is a podcast for marketers in the construction industry. Hosted by Daniel Moore, the Creative Director of dissident, a creative agency that creates disruptive content and social media marketing for some of the leading and most rebellious brands in the industry. The Build Up is a podcast that puts a spotlight on the unique world of construction marketing. Dan will be speaking to marketers of leading brands, other agencies, creatives, founders and influencers. The series aims to highlight and give insights into key areas of construction marketing and provide insight for fellow marketers, founders and creatives in the space.

  1. 14 Sept

    Ryan Jones: on Why AI Could Help Marketers Do Marketing Properly

    In this episode of The Build Up podcast, Ryan Jones — managing director of SLG Agency, the construction marketing specialists now top of the CMA agency league table, and The Build Up's first-ever returning guest — comes back two years on to argue that AI is the biggest chance marketers have had to do the job properly. His problem with how the industry uses it: they reach for efficiency and more output, when the real prize is using AI to understand their audience well enough to earn a seat at the board table. Ryan makes the case that efficiency and innovation pull in opposite directions, so cutting time and cost quietly kills the space you need to think — and with only about a third of people who call themselves marketers formally trained, he sees a reset on offer. He and Dan get into synthetic data hitting roughly 90% of the accuracy of six-figure research (SLG won best use of AI at the CMAs for it), the “cost of dull” finding that a boring B2B ad has to spend 600% more to land, and why only about 14% of paid-social spend actually works. Along the way he covers SLG's Horizon 2026 report — four years of data now — where brand awareness has overtaken leads and marketers say buyers are harder to reach despite more channels, the 95:5 rule (nearer 99:1 in construction) that makes the first brand recalled the one that wins, and the post-it note he thinks every marketer needs: “they don't give a shit.” It's a grounded, numbers-first argument for using AI to understand people rather than replace them, and a reminder that whoever can't show their value is the one AI puts in trouble. FOLLOW SLG AGENCY Website: https://www.slg.agency/ Ryan Jones (LinkedIn): https://www.linkedin.com/in/ryanjonesslg/ SLG Agency (LinkedIn): https://uk.linkedin.com/company/slg-agency Horizon report: https://www.slg.agency/horizon/ Stay connected with dissident creative agency: https://linktr.ee/dissidentagency Subscribe now and don't miss future episodes of The Build Up Podcast!

  2. 31 Aug

    FLASHBACK Ryan Jones: On Why Branding is Not a Sponsored Art Project

    Hope you enjoy this flashback episode, originally aired 14 Oct 2024. In this flashback episode of The Build Up Podcast, host Dan Moore, Creative Director at dissident creative agency, sits down with Ryan Jones, Managing Director of SLG Agency, to explore the evolving landscape of marketing in the construction industry. With over 12 years of experience at SLG, Ryan shares how his background in PR has influenced his approach to brand strategy and client services, emphasising the importance of positioning and audience understanding. Dan and Ryan dive into the value of research and data-driven strategies to inform creative decisions, the challenges of navigating client expectations, and the significance of brand guardianship. They also discuss the need for adapting to modern marketing practices in a traditionally conservative industry, while celebrating the potential for innovation and creativity in construction marketing. Together, they encourage listeners to embrace bold ideas and strive for excellence in their campaigns. Follow Ryan Jones: LinkedIn: https://www.linkedin.com/in/ryanjonesslg/ Explore SLG Agency: https://www.slg.agency/ Stay connected with dissident creative agency: https://linktr.ee/dissidentagency Subscribe now and don't miss future episodes of The Build Up Podcast!

  3. 17 Aug

    Aaron Worrall: On How £40 A Day Became £1.75 Million

    In this episode of The Build Up Podcast, Aaron Worrall — co-founder of Weather Wise Solutions, the family-run damp, mould and condensation specialists in Newcastle-under-Lyme — shares how he took the business from £4,000 and a kitchen table in August 2024 to £1.75 million turnover in its first year, now forecasting £3.5–4 million with a team of 33. It started with a £20-a-day Google Ads campaign a friend set up as a favour, on one condition: don’t touch it. From there Aaron leaned into the channels most trades sleep on — Google My Business, Google Local Services and Checkatrade — building a shop front rather than chasing leads. Aaron makes the case that most construction businesses have it the wrong way round: sort the brand, the customer journey and the three things every customer actually wants — turn up when you say, be honest, do a good job — and the work follows. He and his brother Jake have racked up millions of organic views (mostly on Instagram, filmed on a phone), while being honest that they can’t fully attribute what social does for the bottom line — they post for trust and visibility, not vanity. Along the way he covers why he won’t listen to the "experts" in the comments, how reinvesting every penny into better materials protects the reputation, the Checkatrade strategic-account setup that hands the legwork to an account manager, and the conversation with his dad — a mortgage guaranteed for six months — that got him to take the risk in the first place. It’s a grounded, numbers-first look at growing a trades business on almost no marketing budget, and a reminder that the shop front beats the lead chase every time. Follow Weather Wise Solutions: Instagram: @weatherwiseuk_ LinkedIn (Aaron Worrall): https://www.linkedin.com/in/aaron-worrall-cstdb-75593795/ Website: https://weatherwiseuk.co.uk/ Stay connected with dissident creative agency: https://linktr.ee/dissidentagency Subscribe now and don’t miss future episodes of The Build Up Podcast!

  4. 3 Aug

    Lee Fuller: On the £3m LinkedIn Play With Zero Ad Spend

    In this episode of The Build Up Podcast, Lee Fuller — a bricklayer of 21 years turned marketer and founder of Level Up Media (Trade Accelerator) — explains why almost everything tradespeople are being sold about lead generation has it backwards. He tells the story of building Thames Valley Brickwork from a standing start to £3 million of enquiries in year one on organic LinkedIn alone, with no paid ads, and how an accidental detour through film school and content-led marketing turned into a full-blown agency almost by accident. What sets Lee apart is his starting point: he’s a tradesman who learned marketing, not a marketer trying to learn construction — and he argues that difference is the whole game. Lee makes the case that leads come at the very end of the process, not the start — and that turning the taps on before a business has its messaging, positioning and sales process sorted is the fastest way to lose money and torch a reputation. He’s blunt about the two things trades get wrong (starting with talking about themselves — "no one cares until they care"), why every marketing campaign needs a villain, and why you should phone the clients who nearly bought and didn’t. Along the way he covers speed to lead and video sales letters, the fixed money mindset that has owners scoffing at a £12 CRM while chasing another £600k in revenue, and a contractor who fixed his messaging, added a few systems and walked into a seven-figure exit. It’s a refreshing, no-nonsense counter to the "get you leads" agencies flooding every tradesperson’s feed — and a reminder that the real work is knowing what you’re actually trying to build. Follow Lee Fuller / Level Up Media: LinkedIn (Lee Fuller): https://www.linkedin.com/in/lee-fuller-3013aa188/ Instagram (Level Up Media): https://www.instagram.com/tradeacceleratorltd Stay connected with dissident creative agency: https://linktr.ee/dissidentagency Subscribe now and don’t miss future episodes of The Build Up Podcast!

  5. 20 Jul

    Blue Bulldog: The Plumber Turning 25K Followers Into Real Business and Brand Deals

    In this episode of The Build Up Podcast, Luke, the Walsall plumber and gas engineer better known as Blue Bulldog, shares how he turned a one-man plumbing and heating business into one of the trade’s most recognisable names on social media. He reflects on the early days of filming his work — from a boiler swap in the loft to a tap replacement done through the wall that racked up 2.5 million views — and how showing the job as it really is, mess and all, built the trust behind his following. Luke discusses how he’s utilised Instagram, TikTok, Facebook and YouTube to grow his audience and win work, highlighting the importance of consistency, authenticity and knowing exactly who he’s creating for rather than chasing viral views that never reach the customers in his area. The episode explores influencer marketing within the construction industry, the value of genuine engagement over vanity metrics, and why he turns down brand deals — including free products and even a free Turkey teeth clinic — when the fit isn’t right. Luke’s insights into keeping his integrity, building long-term brand relationships like his City Plumbing ambassadorship, and why the best brands win by building community rather than listing features provide a fresh perspective on the crossover between the trades and digital marketing. Follow Blue Bulldog Plumbing: Instagram: @bluebulldoguk TikTok: @bluebulldoguk YouTube: Blue Bulldog Plumbing Stay connected with dissident creative agency: https://linktr.ee/dissidentagency Subscribe now and don’t miss future episodes of The Build Up Podcast!

  6. 28/07/2025

    Thomas Dudley: Mark Morris on Balancing Heritage with Modern Marketing

    In this episode of The Build Up, Dan chats with Mark Morris, Marketing Manager at Thomas Dudley, recorded live at The Installer Show. Mark shares how the 110-year-old British brand continues to stay relevant through loyalty-building with plumbers, standout product innovation, and bold marketing moves — including sending their Quantum siphon into space. They also talk agency relationships, the power of a great brief, and how Thomas Dudley uses social media and reputation to connect with merchants and end users alike. Whether you’re in-house or agency-side, this one’s full of takeaways for anyone working in construction marketing.

    Thomas Dudley: Mark Morris on Balancing Heritage with Modern Marketing

  7. 30/06/2025

    Stair Guys: Inside the AI-Powered Growth of a Modern Construction Business

    In this episode of The Build Up, Dan speaks with Scott Jones, founder of Stair Guys, about how he's using artificial intelligence to radically transform his construction business. With a team of just three people, Scott has managed to generate over 6,000 website visitors a month, attract 20–30 qualified leads each week, and replace the equivalent workload of more than three staff members using AI tools that cost under £500 a month. What’s most surprising is that Stair Guys doesn't manufacture staircases—yet they rank among the top four staircase companies in the UK thanks entirely to AI-driven SEO and content strategies. Scott walks us through his complete AI toolkit, from creating blog content that genuinely ranks, to producing customer quotes and 3D renders in under a minute. This conversation is essential for business owners, tradespeople, and marketers working in traditional sectors who want to grow without continually expanding their team. Scott shares his perspective that AI is the great leveller for small businesses, along with a refreshingly honest take on the learning curve, the mindset shift from chasing revenue to buying back time, and the privacy challenges that come with adopting AI tools. From automating compliance documentation and building case studies from Zoom transcripts to training AI for tone of voice and quality control, this discussion shows how even a tiny team can compete with industry giants when they harness the right tools. Whether you're excited about AI or deeply sceptical, this episode offers practical, down-to-earth insights into how AI is already revolutionising traditional industries like construction.

    Stair Guys: Inside the AI-Powered Growth of a Modern Construction Business

  8. 09/06/2025

    On the Tools: Lee Wilcox on How On The Tools Transformed Construction Marketing

    In this episode of The Build Up — the go-to podcast for marketing professionals in the construction industry — host Dan (Creative Director at dissident creative agency) welcomes Lee Wilcox, co-founder of On The Tools, for an unfiltered, inspiring conversation. On The Tools has grown into one of the most influential platforms in the UK trades scene, with millions of followers across social media, a dynamic media arm, and deep roots in the construction community. But its success didn’t happen overnight. Lee shares the full story, from his early career drifting between jobs to the late-night conversation that sparked an idea for a recruitment app. What followed was a series of unexpected pivots: a viral Facebook page, a chaotic merch business run from his mum’s living room, and eventually, a full-blown media company that now helps brands authentically connect with tradespeople. This episode dives into: The origin story of On The ToolsThe power of content and community in construction marketingThe failures that paved the way for successHow to build an audience before a productWhy humour, honesty and relevance win in this industry Whether you're a marketer, founder, or creative working in the built environment, this conversation is packed with insight, practical lessons, and the kind of candour that’s rare in business podcasts.

    On the Tools: Lee Wilcox on How On The Tools Transformed Construction Marketing
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Ratings & Reviews

5
out of 5
2 Ratings

About

The Build Up is a podcast for marketers in the construction industry. Hosted by Daniel Moore, the Creative Director of dissident, a creative agency that creates disruptive content and social media marketing for some of the leading and most rebellious brands in the industry. The Build Up is a podcast that puts a spotlight on the unique world of construction marketing. Dan will be speaking to marketers of leading brands, other agencies, creatives, founders and influencers. The series aims to highlight and give insights into key areas of construction marketing and provide insight for fellow marketers, founders and creatives in the space.

Information

  • Creator
    dissident creative agency
  • Years Active
    2024 - 2026
  • Episodes
    26
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 dissident creative agency
  • Show Website
    The Build Up

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