In this episode of The Six Sells Podcast, Mike Nicholson spoke to Ross Sergeant  who has scaled high growth brands like Peroni, Asahi. and now The National Lottery as Global Media Director at Allwyn.

Here are some of the topics we discussed in this episode.
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Defining diverse media plans and why programming choices, partnerships and nuances are key.

Regionality, accent, idiosyncrasies and language within content and category entry points.

How media selection has changed over the years and understanding the bias.

The decision to separate creative and media agencies.

The importance of the entrepreneurial mindset and the benefits of acting like a startup.

The 70:20:10 mindset of tried and tested, mirroring what others have done, and big valuable tests.

Briefing the industry and being open and transparent with agencies to discover more.

Defining quality media and where these parameters lie including the quality of the viewership.

Understanding the nuances of category bias, regionality, stereotyping and using data to understand insights.

The ideal make-up of a future thinking, diverse media agency that could accurately plan for all the cultures that they are buying for.

Putting the checks and balances in place to constantly interrogate media buying decisions.

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About The Six Sells Podcast:

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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.uk

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Who is Six Sells?

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Six Sells is a UK-based executive visibility and thought leadership agency that works globally with CEOs and senior leaders in media, advertising, adtech and technology.

Founded in 2018, we turn each executive's expertise into distinctive, authoritative content in their own voice, built to reach two audiences at once: the humans that matter to them, and the AI models those humans now ask for answers.

Our work combines executive ghostwriting, video, podcasts, photography and awards to build familiarity, trust and authority across LinkedIn, Reddit, YouTube, Substack, the trade press and the wider web.

We also help executives and their companies improve their visibility in AI search and large language models (LLMs) through generative engine optimisation (GEO), increasing the likelihood that platforms including ChatGPT, Google Gemini, Perplexity and Claude can discover, understand, cite and recommend their expertise.

Email hello@sixsells.co.uk for more information.

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