The Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Ben Dimond about ‘Digital Twins’.

Ben is the UK Managing Director of Parallel,  the world's first digital-twin activation platform. Its human-calibrated digital twins score how a customer will respond to a creative in the content it runs against, helping brands and agencies find the most resonant combinations and activate the impressions that land — closing the gap of ‘Customer Suitability’. He has also held senior roles at Lumen Research, GumGum and Playground xyz.

Topics discussed include:

What happens when brands stop competing for attention on screens and start putting something physical into customers’ hands?

In this episode of The Six Sells Podcast, Mike Nicholson talks to Charlotte Pearce, founder of Inkpact, about the resurgence of physical marketing, why direct mail is becoming more valuable in an increasingly digital world, and how brands can use human connection to drive customer loyalty and growth.

Charlotte started Inkpact straight from university, having never had a traditional full-time job. She shares the remarkable story of building the business from an idea around handwritten letters into a...

How should advertisers really think about attention, media quality and the true cost of advertising?

In this episode of The Six Sells Podcast, Mike Nicholson is joined by Tom Kerr from SeenThis to talk about attention, video delivery, media planning and why the industry needs to move beyond simply measuring whether an ad had the opportunity to be seen.

The conversation starts with a broader challenge facing adtech businesses: how do you stand out in an increasingly complex market?

Tom argues that two things matter: differentiation and being easy to buy.

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In this episode of The Six Sells Podcast, Fern Potter spoke to Rowena Humby about ‘Understanding Why People Buy’.

Rowena is the CEO and Co-Founder of Starcount, a consumer behaviour science business with a market-leading customer data platform which enables brands to upload their 1st party data and match it with the best of 3rd party data. She is also Trustee of the foundation that runs The Female Lead, a not-for-profit organisation dedicated to creating and promoting positive role models in schools and universities for future generations.

Topics discussed incl...

In this episode of The Six Sells Podcast, Fern Potter speaks with Barney Worfolk-Smith, Co-founder and Chief Growth Officer of DAIVID, about creative effectiveness in the age of generative AI.

With AI making it possible to produce thousands of advertising assets, how can brands identify which creative will perform best and where to invest their media budgets?

Barney explains how DAIVID uses AI-powered creative intelligence to predict advertising effectiveness by measuring attention, emotional response and brand recall.

Here are some of the topics discussed:

* How generative AI is changing advertising production...

In this episode of The Six Sells Podcast, Mike Nicholson is joined by Yommi Alake from Allwyn, operator of The National Lottery, to discuss the future of search marketing, AI visibility, app marketing and practical AI automation.Yommi explains why even household-name brands need paid search and organic SEO, how marketers can reach customers searching for products rather than brands, and why relevance is fundamental to successful search campaigns.The conversation explores Answer Engine Optimisation (AEO), also known as Generative Engine Optimisation (GEO), and what businesses can do to improve their chances of being cited by ChatGPT, Perplexity, Claude...

In this episode of The Six Sells Podcast, Mike Nicholson and Fern Potter spoke to Ben Williams about ‘Agentic Advertising’.

Ben is the MD and Founder of Kiln which sets out to solve mission-critical commercial, technology, and operational problems for media and advertising companies worldwide.

Widely seen as the OG of agentic advertising Ben has 25+ years in commercial and product roles spanning start-ups to international enterprises.

Topics discussed include:

•⁠ ⁠Ben’s approach to agentic projects and AI briefs

•⁠ Transparency of ad spend

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In this episode of The Six Sells Podcast, Mike Nicholson spoke to Tom Ridges about ‘Herd Mentality’.

Tom is the CEO and Founder of Herdify, a behavioural science and network science company helping brands and charities grow by finding where real-world influence is already happening. His work is about reframing marketing away from channels, dashboards and simple audience definitions, and back toward trust, social influence, connectedness and real human behaviour.

Topics discussed include:

In this episode of The Six Sells Podcast, Mike Nicholson and Fern Potter spoke to Samraj Matharu about ‘Responsible AI’.

Samraj is the Founder at The AI Lyceum which brings together a community of global practitioners and experts from technology, media, policy, healthcare, and academia to focus on ‘wisdom over intelligence’.

Topics discussed include:

•⁠ ⁠Samraj’s views on the importance on thinking ‘properly’ and ‘deeply’ with origins in ancient philosophy and its relevance to AI

•⁠ ⁠The relevance and importance of human judgment and using AI...

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 disc...

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...

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:

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.

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:

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.

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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.

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 agil...

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...

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’s

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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 LLMs

The new window into the internet and early day learnings

Conversational advertising - talking to the ads and the brands

Moving from static to dynamic

How to set up...

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 behaviour

Proving that marketing...

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 measurement

Understanding Era 1 - deterministic and linear

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 dOOH

How L’Oreal and Arsenal harnessed dOOH

DOOH as a primer and core part of the media mix

Measuring the effectiveness of dOOH an...

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...

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 homework

Optimising and media metrics

Planning, buying an...

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...

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 now

Machine learning and LLM’s

Predictions are the points

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.<...

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.

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 sprint

Responding to internal and external signals

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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 indu...

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 buyer

Combining the power...

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...

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.

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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...

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 challenge

Meaningful pr...

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 network

Separating the proposition away from supermarket grocery retail media towards convenience retail media

The big punch of a small shop

Treating the network as...

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.

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 it

Hiring planners to test a hypothesis and test patterns within data to drive insights

Getting signoff from everyone including Ian Rush, to L...