Strategy Sessions

James Hayhurst is former MD of Leagas Delaney, Global Brand Equity Director for OMO/Persil at Unilever and the Founder of the Magic Sauce Course.

In this episode we discuss:

• What makes great creative
• Why the agency / client relationship break down
• The importance of talking to your customers
• The Parents Promise

• LondonSEOXL ⁠ - use code Andi20 to get 20% off a ticket
• How Brands Grow by Bryon Sharp

James started his career agency-side BMP DDB (now Adam&Eve DDB) as a grad trainee. During his time there he worked on award-winning campaigns for Volkswagen, Channel 4 and the Teacher Training Agency amongst many other UK and international clients. In 2012 James joined Leagas Delaney as Managing Director running the London office, and managing brands including Glenfiddich, Patek Philippe and Timberland.

James decided to try his hand at client-side marketing by joining Unilever in October 2014 as the Global Brand Equity director for OMO/Persil, Unilever's third biggest brand and sold in 80 countries globally. James was attracted by the brand positioning of Dirt is Good and Unilever's commitment to sustainable living and during his four years James helped position the brand as one of Unilever's fastest growing purposeful brands.

Whilst there James was struck by what he 'didn't know he didn't know' when he'd been an agency MD about client culture and decision making. He also began to appreciate how alien agency culture appeared to many clients, and that they hadn't been given the instruction manual of how to 'operate' their agencies. There was an empathy gap on both sides that needed bridging. The Magic Sauce Programme was the result.

The Magic Sauce programme helps clients and agencies to work more effectively, efficiently, enjoyably and profitably together. It does this by improving the understanding and importance of relationship dynamics, communication and wider team chemistry. It also offers a behaviour change and measurement framework to improve relationship quality over time.

Find James on LinkedIn or visit the website https://magicsaucecourse.co.uk/

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is onLinkedIn or Instagram.

Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released.

If you enjoyed the show, please give it a 5* rating.

RecommendationsJames HayhurstStrategy Sessions Host - Andi Jarvis

Lidia Infante is Head of SEO at SurveyMonkey. Lidia has over a decade of marketing experience and a strong focus on SEO and content strategy. She also LOVES data.

In this episode we discuss one tip that can boost your career and finding a partner by applying marketing principles to dating.

Recommendations

• Andi writing for JP Castlin’s Strategy in Praxis blog about storytelling
• Red and blue ocean strategy in HBR
• Never split the difference by Chris Voss
• LondonSEOXL - use code Andi20 to get 20% off a ticket

Lidia Infante

Lidia holds a BSc in Psychology and a Master's in Digital Business, she has made her mark at companies such as Sanity.io, BigCommerce, and Rise At Seven.

Lidia is recognized as a leading voice in the SEO community. She is an exceptional SEO speaker, regularly featured at top-tier events such as MozCon, BrightonSEO, or WTSFest. She often writes about SEO trends and best practices for Moz, Search Engine Journal, and the Wix SEO Hub.

Strategy Sessions Host - Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is onLinkedIn or Instagram.

Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released.

If you enjoyed the show, please give it a 5* rating.

Catherine is a long time listener to the Strategy Sessions and good friend. It’s an honour to hand over the reigns for this episode – the first I don’t feature on! – to Catherine.

In this episode we discuss the highlights from the episodes featuring Aleya Harris, Geraldine DeRuiter and Emma Mallett that made up the Women’s History Month Mini Series.

Catherine McKernan

Catherine is an accomplished marketing professional with over 10 years’ experience across the manufacturing, engineering and hospitality industries. She’s currently the Marketing Manager for the Galgorm Collection – the premium hotel group from Northern Ireland.

Catherine is highly strategic with a creative mind, who matches her marketing skills with empathy and a calm composure that gets the most out of her team. You’ll often find Catherine with a book, writing, baking or at a gig.

Find Catherine on LinkedIn.

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is onLinkedIn or Instagram.

Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released.

If you enjoyed the show, please give it a 5* rating.

Emma Mallett is in marketing and business development for a B Corp. She also helps young marketers build a career, via her Concrete Club platform and podcast.

In this episode we discuss:

• Working for a B Corp
• How marketing and sales can work better together
• Building a career
• Fighting back from life threatening adversity

Recommendations

• Waking the Tiger: Healing Trauma: The Innate Capacity to Transform Overwhelming Experiences by Peter A Levine
• Juliet Hodges on the Strategy Sessions (the person who speaks about fight or flight response)

Strategy Sessions Host - Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is onLinkedIn or Instagram.

Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released.

If you enjoyed the show, please give it a 5* rating.

Take The Heat, is out now. It’s a series of essays about food, feminism and fury.

In this episode we discuss:

• Promoting a book
• The story behind If You Can’t Take The Heat
• Dealing with internet trolls
• Creativity

Geraldine's Links

• If You Can't Take the Heat: Tales of Food, Feminism, and Fury
• The blog where it all started, I Made the Pizza Cinnamon Rolls from Mario Batali’s Sexual Misconduct Apology Letter
• Geraldine’s review of Bros, Lecce
• All Over the Place: Adventures in Travel, True Love, and Petty Theft

Other Links

Lunchtime Learning in Belfast

Geraldine DeRuiter

Geraldine DeRuiter is an acclaimed author, world-renowned public speaker, and the voice behind the award-winning Everywhereist blog.

She finds it very difficult to be self-promotional, so she hopes that you understand how hard that last sentence was for her to write.

Time magazine named Everywhereist one of their blogs of the year in 2011. Her memoir, All Over the Place, was published in 2017.

While ostensibly a travel writer, Geraldine also writes about dessert, feminism, and Jeff Goldblum’s entire filmography. TIME Magazine described her work as “consistently clever” and The New York Times said her writing was “dark and hilarious”. Her blog has received accolades from The Independent, Forbes Magazine, and The Huffington Post, because sometimes features editors get drunk.

When not on the road with her long-suffering and infinitely patient husband, Rand, Geraldine can be found in Seattle, usually fighting with people on the internet.

Strategy Sessions Host - Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is onLinkedIn or Instagram.

Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released.

If you enjoyed the show, please give it a 5* rating.

For a full transcription of this podcast, visit the episode page on the Eximo Marketing website.

Aleya Harris is the spark for your spark™. With her infectious energy and profound expertise, Aleya Harris stands as a intersection of innovative storytelling and strategic thinking.

In this episode we discuss:

• The secret to successful public speaking
• Using stories to build your organisation
• Succeeding through adversity
• Being part of StoryBrand
• Understanding the challenges women face in business

Recommendations

• Andi’s blog on storytelling for JP Castlin’s Strategy in Praxis newsletter
• Thierry Ngutegure talking data on the Strategy Sessions
• Sherice Anibaba on the Strategy Sessions podcast
• Aleya photo credits - Aurelia D'Amore Photography
• StoryBrand

Aleya Harris

As the founder and CEO of The Evolution Collective Inc., and a seasoned former marketing executive and ex-Google Vendor Partner, Aleya brings a wealth of experience to her role as a Strategic Storytelling Consultant.

Aleya excels in guiding entrepreneurs, executives, and teams to excavate their radically authentic stories, fostering memorable connections that resonate deeply within and beyond their organizations. Her unique approach leads to significant shifts, differentiating brands in the market, repairing workplace cultures, and fulfilling a higher purpose through meaningful connections.

As a two-time Speaker of the Year award recipient, Aleya has captivated audiences with over 100 presentations and webinars, and has been featured on over 125 podcasts. Her role as the host of the award-winning Flourishing Entrepreneur Podcast further solidifies her status as a thought leader.

Aleya Harris is not just a dynamic voice in the industry; her diverse background, including her time as Stevie Wonder's private chef, adds an extraordinary layer to her narrative. Aleya's rich tapestry of experiences includes certifications as a StoryBrand Guide and NES Health Practitioner and is augmented by her presence in global platforms like Thrive Global, Authority Magazine, and the Marketing Made Simple podcast.

Aleya Harris is not merely a voice in the industry; she is a spark of innovation, inspiring leaders and teams to embrace and articulate their unique narratives. Her commitment to strategic storytelling and transformative leadership has made her an indispensable figure in the realm of business consultancy and public speaking.

Strategy Sessions Host - Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is onLinkedIn or Instagram.

Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released.

If you enjoyed the show, please give it a 5* rating.

Duane runs Take Some Risks, a Toronto based agency that helps ecommerce and DTC brands grow through strategy, PPC marketing, and data.

Top 3 things in this episode:

• Moving from delivery to strategy for clients
• Staying nimble in the face of changes by Google and Meta
• Lessons on pricing from the luxury sector

Duane Brown

Duane has been called an international man of mystery and digital nomad by friends. He has lived in 6 cities across 3 continents and visited 50+ countries around the world.

Over the years Duane has had the opportunity to work with brands including LARQ, Birdies, Pela Case, The Lost Co and Tiger Companies.

Strategy Sessions Host - Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is onLinkedIn or Instagram.

Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released.

If you enjoyed the show, please give it a 5* rating.

In this episode I review Daryl’s incredible hour on the podcast. I could have featured every single word she said, but instead I focused on

•Insights being the rocket fuel of marketing

•Why diversity matters

•How to plan a marketing career (spoiler alert: it’s hard)

Links

Daryl’s episode

Dove Real Women campaign

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram.

If you want the podcast emailed to you sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast pushed to you and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Daryl is a CEO, NED and Author. Perhaps best known as the architect of Dove’s “Campaign for Real Beauty”, Daryl’s career includes leadership roles in brand owners, media and advertising agencies.

In this episode we discuss:

• Diversifying marketing’s talent pool
• THAT Dove campaign
• The Brand Book
• The other books Daryl didn’t write
• Being a NED
• Marketing at Vodafone

Daryl Fielding

Workwise, she now combines board roles with a part time role as a charity CEO. She is a Trustee of The British Heart Foundation, The Academy of Ancient Music and Pelican Cancer Foundation and a Non Executive Director at the Association of Chartered and Certified Accountants.

She is part-time CEO of The Marketing Academy Foundation, which she co-founded, a Registered Charity enabling career starts for young adults from disadvantaged backgrounds. She has held executive director roles at Vodafone, Mondelez, Independent Newspapers and Ogilvy Advertising.

Daryl has just published “The Brand Book” a practical, no-nonsense guide to brands drawing on her personal experience and other world class examples and enjoys delivering keynote speeches on brands, marketing and diversity and inclusion.

Find Daryl on LinkedIn

Book Recommendations

Daryl’s book is The Brand Book: An insider’s guide to brand building for businesses and organisations

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram.

If you want the podcast emailed to you sign up for it on the Eximo Marketing website https://eximomarketingstrategy.com/signup/

Make sure you subscribe to get the podcast pushed to you and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

In this episode I review Seth Godin’s podcast, through the lens of a theoretical fight between Seth and Mark Ritson!

•Tesla’s price cut – who was right?

•The power of storytelling

•Changing ourselves to change the world?

Links Storytelling on Strategy in Praxis with JP Castlin

Mark Ritson on Tesla

Mark Ritson on the Strategy Sessions

David Mannheim on the Strategy Sessions

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is onLinkedIn or Instagram.

If you want the podcast emailed to you sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast pushed to you and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis,Eximo Marketing.