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PAUL BAINSFAIR (IPA) – THE 60:40 RULE

Is the advertising business a form of business or entertainment? It needs to be entertaining but there definitely is a science to it.

Paul Bainsfair is the Director General of the IPA – the Institute of Practitioners in Advertising. He’s a veteran of the industry, with leadership experience at TBWA, Saatchis and Iris, he’s using his 35+ years in the business to champion the cause of advertising as a driver of the economy.

But he’s also acutely aware of the issues facing the world of advertising – the environment, DE&I, frequency and advertising fatigue.

So, the IPA’s focus for 2024 is the 60:40 rule and helping companies and brands to strike a balance between brand building and activation – as the old song goes, like love and marriage, you can’t have one without the other.

In this wide-ranging chat, Paul and I discuss the difference between US and UK advertising, why ads need to deliver the relevant unexpected, the latest Bellwether reports and a marketing budget forecast for the next 12 months, the wisdom of Tim Delaney, balancing the standards, saving the economy, new business opportunities for all agencies, the analogy of steam trains, and Irish songwriters.

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

Get your agency’s new business started with The Advertist.  What do you do when the referrals dry up? Do you think it would be better to make new business part of your weekly routine? All the experts agree and a project in motion, stays in motion. You can take a 2-day free trial of the UK’s leading new business development platform and see for yourself how it can elevate your new business workflow: Daily new business opportunity news. The UK’s most accurate and comprehensive brand and company contact database. Daily people moves. The UK’s ONLY new business tender alert service. Hot news of investments, VC funding, tech startups, spinouts and MBOs Sector intelligence, market reports, marketing spend, trends and SWOT charts. Take a free trial here: https://www.theadvertist.com/join.aspx

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SIR JOHN HEGARTY: WHAT’S THE BIG IDEA?

One of the greatest minds in the world of advertising is on the show to explain how we can recapture our creative essence and make the business of marketing the sexy, inspiring innovative, funny, thought-provoking, engaging and compelling business that attracted us to it in the first place.

He also explains how great creative is better for the planet.

Importantly, he’s also here to tell us how we can all join his masterclass called ‘The Business of Creativity’. The link to sign up is in the show notes.

  • The free press of podcasting
  • Learning from history
  • Game changing works of art
  • What one advert John Hegarty holds up as an example of the complete big idea
  • Why companies need creatives at the top
  • How to win a pitch
  • Why brainstorms are boring
  • Diversity
  • Hiring the best
  • What Sir John would like on his gravestone

And why you don’t put a tow bar on a Ferrari..

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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What does The Advertist do?

In a rare interview, Keith Smith Managing Director of The Advertist sits down with business podcaster Seth Goldstein to discuss the world of new business.

The podcast – Entrepreneur’s Enigma – highlights the ups and downs of the entrepreneurial journey. And, as you’ll discover, working at The Advertist isn’t all laying around in the sun, drinking Margheritas and making phone calls.

Well the phone calls bit is true.

Because The Advertist sits at the epicenter of the UK’s new business community and in this show, Keith explains why the company launched and what lessons he’s learned about generating new business for creative agencies over 15 years of publishing and podcasting.

He also displays an almost unfathomable, yet truly British ignorance of American Football and Super Bowl customs.

Not bad for someone who’s claimed USA as his home for the last 15 years!

Keith’s heart is still truly in the UK’s creative agency world.

https://entrepreneursenigma.com/podcast/keith-smith-on-helping-uk-ad-companies-with-leads-from-the-states/

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THE FUEL PODCAST – TED RUBIN – THE EMOTIONAL CONNECTION: HOW NETWORKING DRIVES SALES

Check out the latest episode of the Fuel podcast with the unstoppable Ted Rubin – one of the most influential CMOs on Twitter and LinkedIn and business book author, including the legendary ‘Return on Relationship’.

Ted’s charismatic personality is on full display as he gives his advice on how to use networking and social media to help fuel your sales activity.

In this show, we cover:

💥What makes a company VC-worthy

💥Why influencer marketing out-performs advertising

💥Why CMOs are getting it all wrong in the boardroom

💥The 5 principles behind Return on Relationship™

💥How accurate is his horoscope?

💥Getting and retaining a sales prospect’s attention

💥How to Co-Own your content

💥How to recycle and re-purpose content

Also – the incomparable Jeremy Davies shares his thoughts on the trend of personal branding.

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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THE FUEL PODCAST – KATE BRADLEY CHERNIS – LATELY AI: HOW TO RECYCLE DIGITAL CONTENT FOR MAXIMUM EFFECT

Kate’s the CEO of Lately.AI the only social media management platform that creates content for you with the power of Artificial Intelligence.

Like most of our guests, there’s a hell of a lot more to her than just being the CEO of a cutting-edge company. She’s a wonderful personality, hilariously dark, doesn’t take prisoners and we predict you’ll be seeing Lately on the NASDAQ within the next two years.

Kate shares her journey with us, and her tips on making your digital content work for you, but because that’s where every other podcast stops, we went further.

In this supercharged interview, we discuss:

Throwing shade on Clubhouse

The art of interviewing

The cynical music industry

The future of music streaming

The stress of toxic workplaces

A message to Mr Bradley

Accessing your ‘Nine’.

And we don’t stop there. We published a YouTube exclusive of the show here but that version doesn’t include an insightful segment from Mr Jeremy Davies who serves up a wonderful analogy of how your colleagues are like popular brands.

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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THE FUEL PODCAST – SIMON RAYBOULD – AWARE PLUS: THE SECRETS OF GREAT PRESENTATIONS

A presentation is your brand. It’s your personality and it’s one of the most intimidating things we can do. Simon Raybould is a professional presentation and public speaking coach and he works with individuals and corporations to help them become engaging and entertaining presenters.

His credentials and testimonials speak for his prowess but we wanted to get him on the show to help us all understand how to improve our presence in this new presentation environment.

In this show, you’ll learn what to focus on and how to get a message across without sounding like either an evangelist at a church revival or like Miss Othmar from the Peanuts television cartoons.

Subjects covered include:

When telling stories – have a point

Hygiene factors of presenting

Story telling with truth

Why introverts make great presenters

How to pronounce disestablishmentarianism

Working on your weak spots

The art of curry making

Playing the Cajón

What we could all learn from Tina Turner (and love has nothing to do with it)

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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THE FUEL PODCAST – JOHN ESPIRIAN: AUTHOR, CONTENT DNA – THE STAIRWAY TO LINKEDIN HEAVEN

Our 50th episode stars John Espirian – a Black Belt 10th Dan of LinkedIn.

90 minutes of tips and tricks to get your LinkedIn performance in the premier league.  John dropped into the Fuel podcast to unleash his substantial knowledge of the business community’s leading social media platform – LinkedIn, to help all of us in the new business world, up our game.

Included:

The benefits of using video

Stop liking and start commenting

Why view counts are misleading

Optimising your profile

How to sign up for John’s LinkedIn leaders course

How to prune your network

The five best content types

Why you should treat posts like mini blogs.

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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THE FUEL PODCAST – JORN SOCQUET – CEO, FLUENT BEVERAGES: INNOVATING IN THE CBD DRINKS INDUSTRY

After six years as a brand manager for Coca-Cola, Jorn Socquet rose to lead the global marketing efforts of the brewing giant Anheuser Busch.

He is now applying his business knowledge to innovating as CEO of the company’s Joint Venture with Canadian pharmaceutical and cannabis company Tilray, to bring non-alcoholic CBD drinks to market.

This is a wide-ranging interview, covering the genesis of the company and its products, Jorn’s views on the future of the marketing industry and his vision for this new business, which is literally creating an entirely new category of drinks and products.

Not to be outdone, our resident humorist Jeremy Davies has some stress of his own to deal with – as a referee in a football match and in a queue for a sandwich.

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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THE FUEL PODCAST – VANESSA GREEN – GREENLIGHT CONTENT: AUTHENTICITY IN NEW BUSINESS

After many years of doing it as an employee, Vanessa Green decided to launch her own content marketing agency last year. Vanessa is a qualified journalist and hubspot marketer and this fascinating and informative interview covers:

Fact-based content marketing, the importance of being genuine, regulating social media, the dangers of user-generated content, the Inbound movement, how podcasts are a serious part of the marketing mix, New Year’s digital marketing resolutions, Godwin’s Law and advice for blog writing.

Meanwhile, inspired by the recent appearance of MayKing Tsang, Jeremy Davies puts social media & new business under the microscope.

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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The Fuel Podcast – Kunal Pattany – Digital Human: Spiritual Marketing – The Diwali Edition

As part of Fuel’s faith-related series in the run-up to Christmas, we sit down with Kunal Pattany of agency Digital Human who has found a way to blend all the positive aspects of his religion into his business model. His agency is on a mission to bake sincerity and commitment into its brand campaigns.

Not only that, but Kunal explains how his modern marketing knowledge has benefited the London Diwali celebrations because he helped create the festival’s digital presence.

He’s also got a wonderful Diwali story to pass on for the season.

Also our MC Jeremy Davies explains the rights and wrongs of winning gongs.

All of us at The Advertist invite you to check out The Fuel Podcast, where we pull on the experience of leaders of companies in a variety of sectors with loads of fantastic interviews, tips and tales.

To check out this episode of the podcast click here.

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