The Six Sells Podcast

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.Smart phones, dumb planet The over reliance on AI and turning a blind eye to the environmental cost The hidden carbon cost that AI has on the planetWhat actually happens to the data and how is it stored?Collectively coming together as an industry to reduce wastage and inefficiencies Fragmented content and organising the space Being transparent with brandsThe importance of responsibility and making sustainability profitable Government schemes to reach Ad Net Zero by 2030 and meeting in the middleEducation and understanding your outgoings More than a box ticking initiative The digital ecosystem and the individual response Using AI for goodWhere we are and where we are goingReaching audiences and multiple devices efficiently Up-skilling staff to understand the programmes and what works for your businessMaking our industry more sustainable and the importance of research and curationAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 130 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email hello@sixsells.co.ukWho is Six Sells?Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

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.Here are some of the topics we discussed in this episode.Running your own agency and the mental health tollThe emotional versus the rational side of marketing Commercial storytelling and guiding the viewer through the funnelTactical content driven by data backed creatives Podcasting and individual shorts The importance of YouTube, Spotify and organic social mediaThe rise of the online talk showThe content planning processSocial first and the second screen Drill down into attention and what works for youCreating feeds based on content concepts The power of video The importance of vertical dramas and the mirror strategyBlogs are for botsCreating content that the viewer wants to watch Making the assets to reach the AI audienceHow AI can help and hinderAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 130 episodes (and counting), and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email hello@sixsells.co.uk‍Who is Six Sells?Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

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 sprintResponding to internal and external signals Where positioning sits and what it really deliversThe context of why you are chosen above and beyond your competitionThe difference between positioning and messaging and the contextual component The solution and the value that you create What people can learn about positioning The business capability and the importance of language Identifying what good positioning looks likeWhy indecision or no decision signals weak positioning Great positioning drives great go to marketThe positioning process The ‘bridge point’ Aligning and educating the teamThe AI audience and the long tail Positioning and the no click search future Generative and Answer Engine Optimisation and driving discoveryClarity of context of why you should be chosen About The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 130 episodes (and counting), and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email hello@sixsells.co.ukWho is Six Sells?Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

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 industry practitioner’s realism to financial and boardroom discussions.Here are some of the topics we discussed in this episode.Open AI and the ongoing narrative The SME advertising marketThe innovation of ad tech and the small company advantage Scale and knowledge within larger companiesAd tech and process Redesigning everything you thought before The potential consolidation of LLMs Locking into the AI ecosystem Transformation in media and tech due to AIPotential apocalypse for traditional media The attention economy The ideological battle of all audiences being equalLooking under the iceberg and changing perceptionsMoving towards a results driven worldThe foundations being laid for transformation The spend on technology and the results that it producesThe ‘grey swan’ and the ripple effectAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 130 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email hello@sixsells.co.ukWho is Six Sells?Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

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 buyerCombining the power of CTV with digital advertising and targeting The early challenges of VOD and the comparison to CTVWho brands are trying to reachTargeting and CTV The partnerships with DSP’sCTV and measurement - bridging linear and digital thinkingBrands leaning into MMM assessment and applying geographical, regional hold-outsThe impact on sales CTV as part of retail media strategies The evolution of local TV advertising Rapid disruption and how AI is impacting the industryDriving outcomes, adoption and performanceStandards within CTV and making things possible Avoiding repetition within CTVLive events and programmatic advertising What’s next for CTV About The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 130 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email hello@sixsells.co.ukWho is Six Sells?Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

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 networks and walled gardensDelving into the data and building an IPBalancing the needs of the shopper and the advertiserThe right message at the right time with the customer at the heartManaging stakeholder expectationsTargeting the right consumer with your brand Above the line campaigns within retail mediaConnected stores and bringing screens and apps together to infuse data cuesHow data powers the store experience The power aisleModelling customers and purchasing decisionsHow AI is integrated into the retail media networkAudience building and media planningUnlocking measurement and the ambition for real time programmatically serviced results The weather and responding to real time cuesTransparency and standards within measurement About The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 130 episodes (and counting), and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email hello@sixsells.co.ukWho is Six Sells?Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

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.Advantages of startups adopting new AI ad techStrategic and tactical AI approachesFitting into the new AI world to look at how your business needs to evolveThinking about what an AI driven market will look like in 5 years timeThe importance of coding with AI How your education will change to adapt to this skills shift Coders as architects and their new emerging job rolesThe explosion of apps in a noisy marketplacePlanning for a future that is vastly unpredictableThe Open Web, publishers and advertising Changing models - what needs to change in an AI worldWhat social media have done really well in marketing The reach and frequency argument Attentive reach and frequency and outcomes The importance of the ad experience and integrated placements Going beyond the impression based modelNative content blending in to stand outThe impact of audible books and the impact of A/B testingAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 125 episodes (and counting), and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email hello@sixsells.co.ukWho is Six Sells?Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

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 regional pressHow personal circumstances can affect career progressionChallenges and how they shape women in the workplaceTalking about IVF and the grief of baby lossBeing a voice and support for others The importance of protected leaveEnabling leaders to have difficult conversationsNurturing leaders and championing your teamMutual respect, safe spaces and team cultureMentorship and lifting others up Harnessing lived experience to answer questionsBelieving in yourself and keep doing what you’re doingBeing visible and putting yourself forward LinkedIn, events and podcastsNever questioning your valueFind the places that know your worthGrowth, encouraging and championing your teamAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 100 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email hello@sixsells.co.uk‍Who is Six Sells?Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

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 challengeMeaningful progress within sustainability Sustainability as a business driver Sustainability as a driver for performance The three C’s - content, carbon and corporateThe metrics to put in place to reach your bigger goals Chasing progress over perfectionBrands and responsible manifestos Programmatic, carbon and wasted energyCuration within the industry and the levers that can be pulled Licensing data and activating mediaAbout The Six Sells Podcast:The Six Sells Podcast is for people working in marketing, media, advertising and adtech.There are over 100 episodes and counting, and the biggest episodes have achieved 30,000 views across all platforms.Want to get in touch? Email hello@sixsells.co.uk‍Who is Six Sells?Six Sells is an executive visibility agency for CEOs and senior leaders working in media, advertising, and technology.Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.

At MAD//Fest North in 2026, Rory Sutherland shared a top marketing tip with Mike Nicholson. Here it is in just over one minute.