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. 2 days ago

    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!

  2. 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!

  3. 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

  4. 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

  5. 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

  6. 05/05/2025

    Russell Payne: The Talking Tradesman on Why Construction Marketing Needs to Get Personal

    In this episode of The Build Up, host Dan, sits down with Russell Payne — third-generation tradesman and host of The Talking Tradesman podcast — for an honest conversation about the mental health crisis within the construction industry, and the role brands and marketing can play in driving change. Russell shares his powerful personal story: from growing up on the tools and running his family painting and decorating business by 17, to facing struggles with mental health that ultimately pushed him to become an advocate for change. What begins as a deeply personal narrative expands into a wider discussion about how the construction industry, particularly those shaping its public voice through branding and marketing, can help create a culture where vulnerability isn’t a weakness, but a strength. Together, Dan and Russell explore the opportunity that brands have to go beyond surface-level messaging and build genuine connection by engaging with real issues like mental health. From championing authentic stories to creating safe spaces for open dialogue, Russell explains how companies in the built environment can use their platforms not just to sell, but to support, and why that matters now more than ever. This episode is essential listening for marketers, brand managers, contractors, and anyone who wants to use their voice to build something more meaningful in construction. The Talking Tradesman: Spotify YouTube This podcast is produced by dissident creative agency, the original disrupters of construction marketing. This podcast is born out of our passion to create conversations that push boundaries as hard as our content! If breaking rules and standing out is your thing, we want to hear from you... dissident link tree

    Russell Payne: The Talking Tradesman on Why Construction Marketing Needs to Get Personal

  7. 14/04/2025

    Ben Russell: Marketing Lessons from a One-Man Startup

    In this episode of The Build Up, host Dan (Creative Director at dissident creative agency) sits down with Ben Russell — founder of Russell Interiors, part-time carpenter and decorator, full-time fireman and family man. Ben started his business just 18 months ago, and in that short time, he’s been making a name for himself through smart, scrappy marketing and a whole lot of hustle. We dive into how he’s building up his brand while managing a packed schedule and what’s working for him as a startup tradesperson trying to stand out in a competitive market. From Facebook group hacks to trade show networking, Ben shares the marketing tactics that are actually moving the needle — all without a big budget. We also talk about the power of honesty in branding, balancing multiple trades, and why referrals are still king in the construction world. Whether you’re just getting started in the industry or looking for fresh marketing ideas for your own business, this episode is packed with practical tips and real-world insight.

    Ben Russell: Marketing Lessons from a One-Man Startup

  8. 31/03/2025

    fischer fixings UK: Dan Czerwinski on Adapting a German Legacy for the UK’s DIY and Trade Markets

    In this episode of The Build Up, host Dan, sits down with Dan Czerwinski, Sales and Marketing Manager at fischer fixings UK. They dive into the fascinating evolution of fischer fixings, a German brand, as it localised its marketing strategy to succeed in the competitive UK trade and DIY markets. Dan shares his journey into the construction industry and the importance of understanding both sales and marketing. He discusses how fischer transitioned from a technical, product-focused approach to one that resonates with consumers, tradespeople, and DIY enthusiasts alike. Discover how fischer’s rebranding, including new packaging and logo design, played a critical role in building consumer trust and standing out in a crowded market. Dan also explores the key differences between marketing to tradespeople and DIY customers, and how localisation and tailored strategies have been essential in driving their success. Join us for this insightful conversation filled with industry tips, branding wisdom, and a closer look at the challenges and opportunities in construction marketing.

    fischer fixings UK: Dan Czerwinski on Adapting a German Legacy for the UK’s DIY and Trade Markets
See All (23)

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
    23
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 dissident creative agency
  • Show Website
    The Build Up

You Might Also Like