Shows
The Cambridge Marketing PodcastAgency RelationshipsOn this programme, we discuss the value of strong agency relationships. Our guest is Andy Bargery, Client Director at oystercatchers - a company specialising in creative excellence in marketing communications.
2025-04-1724 min
Through the Line with Andy BargeryThe Importance & Value of Creativity with Neil QuickIn the marketing and advertising worlds, we often hear about the importance of creativity. A great deal has been written about how creativity is a big driver of marketing effectiveness, and it’s hard to argue with the data - see Paul Dyson's work evidencing how greta creative delivers a 12x profitability multiplier in advertising effectiveness, or WARC's Effectiness code.
So, what does it take to be creatively excellent? How do you get from good to elite in marketing communications. That's where Neil Quick, my colleague at Oystercatchers and guest in this episode of the show, comes in. Neil has be...
2024-08-0235 min
Through the Line with Andy BargeryBuilding Brand Advocates with Kerry-Ann StimpsonBuilding brand advocacy is at the top of a marketer's to-do list, but we rarely think of internal marketing to achieve it. Maybe we're missing a trick. What if you could use internal marketing to create a tribe of advocates to help grow our brand?
In this latest episode of Through the Line, I'm joined by Kerry-Ann Stimpson, the CMO of Jamaican financial services firm JMMB Group and host of the Internal Marketing Podcast.
In the show, Kerry-Ann introduces her passion for internal marketing and how it is critical in building her organisation's brand from the inside out.
2023-10-0439 min
Through the Line with Andy BargerySocial Selling Masterclass with Tim Hughes60% of the World's population is now active on social media. It's probably time we learnt how to sell to them there then.
In this latest episode of Through the Line, I'm joined by social selling expert Tim Hughes to explore the new world of sales. No doubt Tim is an expert in this space. Not only does he run an agency that trains and advises clients on how to sell better online, but he's also written THE book on the subject.
In the show, Tim shares bucketloads of advice for how sales (and marketing) professionals need to shift their methodology...
2023-09-1337 min
Through the Line with Andy BargeryMarketing to the C-Suite with Rin HamburghA common challenge for B2B marketers is how to reach a C'Suite audience.
After all, they're the decision-makers, right? So we really need to get some content in front of the CMO, CFO, CRO, C whatever O, but they are notoriously hard to reach, let alone influence. Thankfully, the team at copywriting agency RH&Co did a little research into the type of content CxOs want to read, which they pulled together into a handy report for B2B marketers.
Rin Hamburgh, the agency head, joined me on this episode of Through the Line to take me through the...
2023-08-0235 min
Through the Line with Andy BargeryMeasuring Marketing Performance with Gabe HughesHave you ever been asked to justify your marketing spending? How about whether your marketing is actually working?
I will be amazed if you haven’t. All marketers need to justify their existence at some point; otherwise, we get labelled with derogatory pap like ‘the colouring in department’. Thank goodness for experts like Gabe Hughes.
According to Gabe, we should all be able to assign value to our marketing. To do this, there’s a marketing measurement trifecta that includes digital attribution, econometrics, and incrementality or A/B testing.
By using these models, marketers can get to grips with the marketin...
2023-07-1942 min
Through the Line with Andy BargerySocial Media Strategy with Claire HoangRemember social media? Despite being out of the limelight, social media is no less important. In fact, as my guest on this show, Claire Hoang, suggests, it's even more important; many of our audiences are now social media natives. They have never known a world without social, so it's no time to lose our heads and focus on another shiny penny.
In this episode of Through the Line, Claire takes me through how brands can utilise social media to engage their audiences and build brands. In a wide-ranging conversation, Claire and I look at everything from the importance of native...
2023-07-0640 min
Through the Line with Andy BargeryAI-Powered International Marketing with Kate CoxIn this episode of the Through the Line podcast, Kate and I explore how to use Artificial intelligence (AI)I to grow internationally. The obvious avenue is with translation, but there's so much more for marketers to think about; everything from market testing to CX, getting the right skills in your marketing team, and of course, asset creation. There's a lot to think about, and Kate explores them in practical, easy-to-understand terms. If you're wondering what to do with all the AI hype, you'll enjoy our conversation.
2023-06-1933 min
Through the Line with Andy BargeryBrand Transformation with Dr Emmanuel ProbstIn this episode of Through the Line, I explore brand transformation with Dr Emmanual Probst, who has just published his book called Assemblage - the Art and Science of Brand Transformation. The book is a real treasure chest of ideas for brand managers looking to create better relationships with their customers. I recommend it to anyone looking for some fresh ideas and inspiration.
In this episode, we explore a range of branding topics, from purpose to the creator / re-mix economy, the impact of climate change and the need for brands to be more sustainable and going direct to consumer. We...
2023-06-0134 min
Through the Line with Andy BargeryPersonal Branding Masterclass with Rajen MistryEvery man and his dog has seen the potential of building a personal brand, from leading CEOs to start-up founders, copywriters and agency bosses. But, not everyone has got it mastered. Not yet, anyway.
Rajen Mistry from specialist consultancy Founder Story joins me on Through the Line to unearth what it takes to build a personal brand and why you should. Rajen shares generously, and there are lots of takeaways, tips and ideas about what to do and how to measure results.
Enjoy the show.
2023-05-1839 min
Through the Line with Andy BargeryNeuroscientifically Optimising WebsitesHow important is your website?
I'm going to hazard a guess that the answer is very. Since the advent of the internet, websites have moved on at quite a pace. Where once we had simple brochure sites, we now have complex sites with lots of content and many opportunities for a browser to convert into a sales funnel. It could be starting a trial for a SaaS product, donating money to a charity or buying a new watch on a DTC-branded e-com site. They generally all have one thing in common: conversion.
Want to find out about some fresh ideas...
2023-05-0431 min
Through the Line with Andy BargeryBuilding Resilient Marketing Teams with Jo TwiseltonIn the 20+ years I have worked in marketing, there's been one constant: change.
The marketing industry is pretty fast-paced, whichever discipline or side of the client-agency world you occupy. This is partly what makes it a great space to build a career. But it can also be a challenge. Not everyone is comfortable with change or able to manage it well.
How, then, do you build a resilient marketing team? List to my conversation with Jo Twiselton of Twist Consultants as we explore everything from communication, leadership and the impact of the pandemic to emotional agility and whether or not...
2023-04-2040 min
Through the Line with Andy BargeryValue Based Pricing with Alastair DryburghHow do you put a price on ideas or creativity?
It’s a perennial challenge faced by marketing, advertising and PR agency owners. You know you can make a massive difference to your client’s brand challenges, yet you’re often stuck simply selling time. But not any more. Not if you listen to Alastair Dryburgh, that is, anyway.
Alastair is an advocate of agencies charging based on the value they create rather than the time it takes to deliver it. If you're currently selling time for money, you will enjoy Alastair's thinking.
2023-04-0537 min
Through the Line with Andy BargerySelf Running Agencies with Rob Da CostaRunning an agency can be a mixed bag of emotions. One minute you're full of elation at winning an award for a successful campaign. The next, you're dealing with a crisis of confidence or trying every trick in the book to win some new business.
But there is another way. It's called the self-running agency, and Rob Da Costa has calculated a formula that works for all types of agencies: vision + marketing plan + systems and process + succession planning = happy agency owner.
Listen to the show to find out more.
2023-03-2337 min
Through the Line with Andy BargeryHiring Agencies with Tina FegentHiring agencies is a critical task in most marketing roles. In the modern world of marketing, there are so many expert disciplines that it's tough, if not impossible, to do everything in-house. That's where the agency world comes in.
Need an expert to increase your web traffic? Think search marketing. Want someone to design an impactful brand campaign? Look for an ad agency. And so on and so on. But how do you find the right agency? What is the process for getting from a marketing challenge to an agency solution? That's where procurement maestro Tina Fegent comes in. Tina...
2023-03-1446 min
#techlondonAndy Bargery - Marketing Consultant and Agency Advisor at Agency SquaredOn this episode, we hear Andy Bargery ( )Marketing Consultant and Agency Advisor at Agency Squared and Marketing Director at Modern Architecture WorkshopAndy Bargery is a seasoned marketer, marketing consultant, agency advisor, and tutor who began his marketing career in 1998 with Compaq. He is currently spending a lot of time developing marketing alliances, assisting in-house marketers in appointing the proper agency to address a business challenge, assisting agencies in building partnerships from across his network, and bridging the gap with agency investors.Connect with them online atWebsite: agencysquared.co...
2023-02-2835 min
Through the Line with Andy BargeryNeurodivergent Teams with Nathan WhitbreadIn this podcast, I explore what neurodiversity and neurodivergent traits are with Nathan Whitbread, an expert who works with employers to help them build neuro-inclusive workplaces. We look at what neurodiversity is, why it seems to be more commonplace, and what brands can/should do to enable individuals to be themselves at work. The goal is to create opportunities for brands to find economic and innovative advantages by allowing people to play to their strengths, whatever they are.
2023-02-2838 min
Through the Line with Andy BargeryHuman-Centred Marketing with Richard HewittOne of the primary tasks of a marketer is to understand people and to put them at the centre of your thinking. More often than not, that's your customers or prospective customers. What do they genuinely care about? What makes them choose Coca-cola over Pepsi cola, or why do they shop at Waitrose and not Tesco? The problem is only some marketers do this; instead, we often have a more inward-looking orientation. We put the brand at the centre of our universe when that's rarely the case with our customers. As Mark Ritson might say, people don't give a shit...
2023-02-0232 min
Through the Line with Andy BargeryBig Brand to Agency Life with Dan InceIn marketing, you have two big career choices: work for a brand or work at an agency. The two sides of the marketing coin work closely together as partners. Well, that's what you'd believe if you read almost any agency website. The truth is often rather different. Client-side and agency-side marketers look at the world through very different lenses, and it's useful for both to understand the others' perspectives.
Welcome, Dan Ince. Dan was a big brand buy, including spells as a brand custodian at Heinz, Jordan's, Cadbury, Mr Kipling, Ambrosia...the list goes on. He's a smart guy. But...
2023-01-1738 min
Through the Line with Andy BargeryGreat Client Service with Jenny PlantGreat client service and successful agencies go hand in hand. In my opinion (and I'm a client service guy), you can't run a successful agency without knowing how to handle clients. It's that simple.
The problem is not every agency leader understands this and even fewer invest in training their account teams. So I invited Jenny Plant from Account Management Skills to join me and explore what it takes to be great at account management. Or, in a nutshell, how do you retain and grow client accounts?
Jenny explores how the role of account management has evolved over the last...
2022-12-2031 min
Through the Line with Andy BargeryThe Agency of the Future with John BottomWhat does the agency of the future look like? That's what I wanted to know from John Bottom, an experienced agency pro and a very nice chap to boot.
Shortly after the credit crunch in 2008, I had the idea of launching a marketing agency built on a network model. Like many agency professionals, I had worked for a large holding group agency and saw an opportunity to strike out on my own. But I didn't want all of the overhead attached to growing a brick-and-mortar "full-service agency". So I banded together all of the other ex-big agency marketers I knew...
2022-12-1432 min
Through the Line with Andy BargeryThor A Rain on Dealing with Imposter SyndromeLast summer, I met up with a talented and intelligent agency owner – let’s call her Susie. I have known and respected Susie for quite a few years, and she runs a mid-size agency in the B2B space. We were catching up on the state of her business, what was working, and what wasn’t; the usual stuff I love to talk about with agency owners. It turns out an area causing Susie some issues is imposter syndrome. That feeling of not being confident or the self-doubt that creeps in now and then. After a couple of years in lockdo...
2022-11-2438 min
Through the Line with Andy BargeryBuying and Selling Agencies with Tom LewisA common goal for many agency founders is to grow their business to a size big enough to sell. Very few understand what this takes, let alone realise that vision. It's a tricky path, fraught with pitfalls and many terminologies to bamboozle the unwary.
Fortunately, experts are on hand who know this space inside and out. People like Tom Lewis, who has spent a good chunk of his career buying agencies for holding companies and now for private equity. Thankfully Tom agreed to join me on the podcast to chat about his experiences and lay out some advice for agencies...
2022-11-0840 min
Through the Line with Andy BargeryGoing Large with Daniel de la Cruz
Very many agency owners have a view of growing their business to a point where they can sell or hand it over to a management team. But, often, agencies reach around 15-20 people and hit a glass ceiling. They struggle to get beyond this milestone.
In this conversation, Dan de la Cruz from Polymensa joins me to chat through the biggest changes agencies need to make to keep growing. Things like having a leadership team in place, a core of senior marketers to take the load of the founders, establishing a vision, and much more.
...
2022-10-2533 min
Through the Line with Andy BargeryGetting Paid with Sophy FrancisWhen you run an agency, creative shop, or any service-based business, you will come up against a client that doesn't want to pay their invoice. It's not if but when. Sometimes you can see it coming, most times you can't. So what do you do about it when your invoices sit unpaid? What's the process for recovering your fees?
Join Sophy Francis from Element Global and me as we explore our experiences of chasing non-paying clients. We've both been through the mixer with non-paying clients and ended up winning through the County Court system. If you are currently chasing payment...
2022-09-2843 min
Through the Line with Andy BargeryChristine MacKay on Agency CultureWhat is agency culture? What does it mean to say there’s a great culture in a business? Is it a table tennis table and free beer on Fridays, a fancy coffee machine, or the fact your team can make toast at your expense 24/7? Maybe it’s flexible working or the open-door policy with the exec team.
Listen to this episode of Through the Line as Andy Bargery talks with Christine MacKay of animation studio, Salamandra. Christine explains some of the elements of culture at her agency business that have enabled it to grow to 16 people in three locations in the...
2022-06-2228 min
Through the Line with Andy BargeryThe Science of Client Relationships with Paul PhillipsThere isn’t much more important in agency life than the relationships you build with your clients.
And yet, building client relationships is something I have never received any formal training in. It’s just something you learn on the job.
What if I tell you there’s an equation for what forms great client relationships. Better still, what if I invited an agency pro and expert on client relationships to explain it? Look no further.
In the latest episode of Through the Line, Paul Phillips joins me to explore the ‘Trust Equation’, developed by David Maister in his famous text, The...
2022-05-0633 min
Through the Line with Andy BargeryBuilding a Remote Agency with Kathryn StrachanThe pandemic has had a dramatic impact on how we build teams. In agency land, we are challenged with a workforce that no longer expects to be tied to an office eight hours a day, five days a week. That's quite a shift.
In this episode of Through the Line, I explore how to build remote teams with Kathryn Strachan from Copyhouse - an agency she has grown to 26 remote employees during the pandemic.
2021-11-2542 min
Through the Line with Andy BargeryRayhaan Moughal on Financial Management for AgenciesNobody goes into running agencies because they love financial management. Whatever flavour of agency you run, your first love is likely to be design or banding, and not bookkeeping, cash flow and balance sheets.
But, if you're going to be successful, you will need an intimate understanding of how to manage, understand, interpret, and make decisions based on your finances. That's where people like Rayhaan come in. They help agency entrepreneurs use their financial data to make critical decisions. You know, things like whether you can afford to hire new staff, how much to keep in reserve for the tax...
2021-10-2235 min
Through the Line with Andy BargeryUnderstanding Agency Finance with Stacey BorrowUnderstanding agency finance may not be what gets you out of bed in the morning. I'd bet my kids' college fund that accounting is at the bottom of the list of what gets you excited about running your agency. But, frankly, it could hardly be more critical if you want to survive, thrive and eventually exit your agency.
The great news about accountancy is that there are loads of great and affordable software packages that can help you keep compliant. On top of that, there are people like Stacey Borrow from Profit By Design. Stacey is a management accountant, which...
2021-07-0945 min
Through the Line with Andy BargeryAgency Lead Gen with Christian BanachLead generation is one of those issues we like to talk about in agency land. We're on a constant cycle of business development because, frankly, it's how the agency world operates. Not only do we have to focus on keeping our clients happy, but for survival and ultimately growth, we also must bring new clients and projects on board all the time.
The problem is, many of us are bad at lead generation. Like the proverbial plumber whose toilet doesn't flush or cobbler with holes in her shoes, we fail to get a marketing process in place for consistently and...
2021-05-1241 min
Through the Line with Andy BargeryStarting Agencies and Marketing in China with Sabrina WanIf you have ever looked at the size and the complexity of the Chinese market, you will know it's both massive, exciting and terrifying, all at the same time. Yet, the opportunity is enormous, especially for us Brits. It seems Brand Britain is a big deal for Chinese consumers. But, making it in China takes experience, money and contacts. That's where specialist agency Dawn Rider comes in. Set up by family team Sabrina and Terence, the duo uses their know-how and connections in China to help Western brands enter the market. They've been doing it for a couple of decades...
2021-03-1952 min
Through the Line with Andy BargeryEOS and Your Agency with Tim WatsonIf you run a small agency, I am prepared to bet good money you have heard someone say 'you need to work on the business and not in the business'. Am I right?
I am equally confident your next question is, how? With the competing interests of clients, employees and your cash flow, it's not always that easy. But fear not. I've got your back. It is time you looked at the Entrepreneurial Operating System, or EOS for short. EOS is a framework developed to help business owners structure their organisation and management systems to facilitate growth.
In this episode...
2021-01-2639 min
Through the Line with Andy BargeryMarketing Marketing Agencies with Roland GurneyDoes your agency look like every other agency? Are you part of the custard soup of marketing and creative services companies? Does your messaging focus on you being award-winning, or full-service agency, or that you work with your clients as partners for the long term? If so you have a problem and it's one of the reasons why brand side marketers find it so difficult to tell agencies apart. From the outside, you mostly look the same.
Roland is a bit different. He runs an agency that helps other agencies to market themselves. How? Through clear strategy, differentiated positioning and...
2020-11-2749 min
Through the Line with Andy BargeryMarketing to the Purple Pound with Martyn SibleyGrowing businesses is a journey full of learnings. Whether you are developing a publishing business, a travel brand or a marketing agency, I promise there will be plenty of lessons along the way. Just ask entrepreneur, Martyn Sibley.
In this episode of Through the Line, Martyn joins me to explore his journey. We unpack some of his key lessons for success, such as finding partners with complementary skills, and the importance of mentors. We also talk about Martyn's passion for disability inclusion as we explore the spending power of the purple pound. Did you know in the UK that disabled...
2020-10-2044 min
Show Me Magic!25: GIITTV! Show Me Magic Episode 23 with special guest Leo Bargery(Mt.Doubt)For the twenty third episode of Show Me Magic! A new music recommends podcast from www.godisinthetvzine.co.uk. Bill Cummings and Jim Auton are joined by Leo Bargery mastermind behind Scottish band Mt. Doubt who just released their awesome new album 'Doubtlands' on the Last night from Glasgow label. We talk #newmusic his band, yet more shouty post punk, sophistipop, Bond Themes, lockdown life and more. We round off the show with three cult classics from Silver Jews, Throwing Muses and Joni Mitchell. Tracklist:Broken Social Scene - Can’t Find My Heart Hen...
2020-10-081h 31
Through the Line with Andy BargeryAgile Marketing with Zoe MerchantIn the dynamic world of marketing, change is pretty much a constant. Over the last two decades, everything has changed, except perhaps for how most of us approach the delivery of marketing programmes or projects. Enter stage left the world of agile marketing. A world in which we use data to test, learn, iterate and refine in an ongoing, process of working towards marketing perfection. A methodology built on software development that suits the digital marketing landscape we now play in.
You would be forgiven for thinking agile marketing sounds a bit like yet another buzzword. But give it a...
2020-09-0848 min
Through the Line with Andy BargeryGet Match Fit with Dan RhodesThere's a common belief among marketing agency entrepreneurs that when the time comes, and they have made enough money or spent enough energy on the business, they will be able to sell it. They may be thinking the likes of Omnicom, WPP, or another big agency group will snap them up, and they can live off the proceeds. The reality is very different. Agency owners that successfully exit this way are few and far between.
That said, it's not impossible, and many achieve their exit and go on to other things. In this podcast, Andy talks with Dan Rhodes, a...
2020-07-2347 min
Through the Line with Andy BargeryBattling Agency Life and Infertility with Kelly MolsonOur Beyond the Creds Deck episodes are interviews with agency founders. People who took the crazy and challenging road to fame and fortune by opening up their own marketing shop. In this edition, I talk with Kelly Molson, Co-Founder and MD of digital agency Rubber Cheese.
Kelly describes her experience of securing her first clients, getting a business partner, finding a niche and growing her client base over a 17-year journey.
Kelly also opens up about her challenges with infertility and IVF. We talk about how this has affected her personally and her agency too; imagine having to look after...
2020-07-0749 min
Through the Line with Andy BargeryBeing a Leader on Social with Phil SzomszorEver wondered why some leaders are always in your social news feed, while others are invisible? For every Richard Branson, there are hundreds without a voice, which is a huge missed opportunity - particularly when you consider leaders are outperforming brands when it comes to social media impact. Look in your Linkedin news feed. My guess is you follow more people than you do brand pages.
How then do you go about harnessing the power of social media for your brand, or for developing your leadership's positioning? That's where Phil Szomszor from start-up agency Brightside comes in. Phil and his...
2020-06-1834 min
Through the Line with Andy BargeryCash Flow and Kids with Sophy DuarteRunning a marketing agency is easy, right? Raising a family is a walk in the park too. Well, actually that's a no on both counts. They are challenging in their own right but put them together, and you have a recipe for long hours, difficult decisions and compromise. You would have to be crazy.
Say hello to the fab Sophy Duarte. Sophy left her last agency role a couple of years ago, to join forces with a business partner and run B2B agency Element Global. Sophy has never looked back. Listen in for a look under the hood of...
2020-06-1147 min
Through the Line with Andy BargeryConfident Communication with Jon TorrensThe hackneyed expression that people fear public speaking more than death is probably not far from the truth. But, being able to stand up and deliver a compelling presentation is one of the significant enablers of success. It might be selling a product, pitching an idea, reporting to the board, or trying to convince a team to follow you. All of these require you to communicate confidently.
That's where Jon Torrens comes in. A former stand up comedian, Jon now spends his time teaching introverts how to communicate. The good news is, I asked Jon to come on the podcast...
2020-05-1254 min
Through the Line with Andy BargeryKeep Calm and Carry On for Agencies in LockdownDuring the Coronavirus lockdown in April 2020, I decided to host an online Q&A for agencies that need ideas, advice and inspiration for how to guide their agency shops through the lockdown. I invited Lena Robinson, an agency veteran from business consultancy FTSQ, to come along and add some expert advice.
This is a recording of the event in which Lena and I answer questions ranging from leadership to business development, marketing and how challenger agencies can tackle established big players in the market. I hope it is valuable for those running or managing an agency business.
2020-05-0557 min
Through the Line with Andy BargeryWinning Agency Pitches with Dan InceA common challenge for agencies is finding new clients. We seem to be in a continuous new business drive - prospecting, networking, cold calling, starting conversations and pitching. At the same time, clientside marketers are struggling to find their ideal agency partner from the vast number of agencies at their fingertips. In the UK alone there are over 20,000 agencies - or so I'm told.
In this episode, I chat with Dan Ince, a freelance marketing gun for hire, about how he finds and recruits agency talent for his clients. We explore some of the best practices for agencies around pitching...
2020-04-1755 min
Through the Line with Andy BargeryAaron Harvey on Tackling Mental Health in MarketingWe've never been more aware of our mental health. We're talking about it more than ever and HR are looking at it with increasing intent. After all, the marketing and advertising sector is plagued with mental health challenges. It's bound to be if you consider the ever-changing and stressful nature of our work and the colourful characters attracted to the sector.
But, just because we're more open about our challenges and employers are talking about it more, doesn't mean anything is changing.
Step in Aaron Harvey and his Made of Millions Foundation. Aaron is on a mission; to put mental...
2020-04-0244 min
Brendan Speaks Property011- Brand Building with Andy BargeryBrand Building with Andy Bargery
Delighted to welcome Andy Bargery onto the call this morning.
Andy is an experienced agency and in-house marketer, delivering impactful marketing strategy and communications since 1998. His experience is primarily in the technology, property and event sectors, although he has worked in other industries too.
Some of his career highlights include... delivering a million pound sales pipeline, assisting a professional services firm to grow by more than 100%, using digital advertising to build pipeline and sales for b2b service providers...
2020-03-3118 min
Through the Line with Andy BargerySolving the Procurement Puzzle with Mike LanderBusiness development is a constant challenge for marketing agencies. Most are on a constant hunt for new business and spend their time pitching to marketing directors, managers, heads of, CMOs etc. But in good old B2B marketing, we're forgetting about the other players in the decision-making unit. And the biggest players of all often sit in procurement. Particularly if you're selling to large brands.
It's worthwhile spending a bit of time learning what makes procurement managers tick then, right? To find out how they negotiate, how should you engage them, what personality types you might find in procurement teams...
2020-03-301h 01
Through the Line with Andy BargeryHacking Brands to Create Meaningful Experiences with Dr. Emmanuel ProbstPatterns of consumer behaviour are changing; how we look for and engage with brands is changing too. Where we once used to look for features and benefits, we now look more for meaning. Where we used to want more blades in our razors, now we want razors made in a sustainable, ethical manner. We care more about the experience than the functional attributes of our products and services. But not every brand or marketer is adapting in time and we're seeing high profile casualties in all sorts of sectors.
In this podcast, market researcher, academic and brand expert Dr. Emmanual...
2020-01-3150 min
Through the Line with Andy BargeryGrowing Agencies with Katy HowellA critical part of working in agency land is business development. For whatever reason, most agencies are always on the hunt for new business; it's like being on a treadmill that never stops. But just like the plumber who's toilet doesn't flush, most marketing agencies are lousy at marketing themselves.
It's not that we don't know how...or is it?
In this episode of the podcast, I interview the formidable Katy Howell from leading social media agency, Immediate Future. Katy's a true professional, and it was great fun talking with her as we explored business cycles, the impact of Brexit...
2020-01-0858 min
Through the Line with Andy BargeryThe Convergence of Art & Science with Anthony 'Tas' TasgalAn essential ingredient of impactful marketing and communications is understanding your customer. After all, we're taught marketing is about putting the customer at the heart of your business. So how do you do that? That's where the 'insights' department comes in. These are the guys and gals that look at consumer behaviour and try to uncover some hidden gem marketers can latch onto — something to build products, services and communications around.
For Anthony 'Tas' Tasgal - an ad agency planner, trainer, lecturer, speaker and author - insight is the art of combining psychology and biology, blending it up with a bi...
2019-07-3050 min
Through the Line with Andy BargeryMarketing to Millennials & the AI Generation with Somi ArianYou've probably heard about as much about 'millennials' as you can take, right? You've heard for years how the world is changing because of millennials, how they think and act differently, and what this means to you as a marketing professional. TV no longer works, radio's old fashioned and outdoor, well, forget about it. Millennials don't look at adverts. Well, yes and no. Millennials are interested in adverts, just not the feature led product promos we're all churning out these days.
If you want to connect with millennials, you need to understand them and to do that you need to...
2019-07-0956 min
Through the Line with Andy BargeryThe Importance of Diversity with Rax LakhaniAccording to the PRCA's recent census, 89% of communications professionals in the UK are white, and 67% are female. In an industry tasked with creating impactful communications to reach an increasingly fragmented audience, that's not a particularly diverse pool of professionals to draw on. There are lots of commentators suggesting that building a diverse team is essential for injecting some much needed fresh thinking, which in turn delivers performance.
In this episode, I talk with Rax Lakhani - a long time PR man and also Co-Chair of the PRCA's Diversity Network. We chat about why agencies need to think about diversity and...
2019-06-2448 min
Through the Line with Andy BargeryBuilding Brands through Podcasts with Howard KoskyPodcasting has been enjoying a renaissance in the last few years. There's been an explosion in the number of new shows - some good and some bad. It's easy for marketers to think podcasting is a low-cost media, but in reality, a good podcast takes time, effort, skill and budget too. It might be better for some marketers to treat podcasts as an advertising medium rather than try and become a radio on demand production machine.
In this show, I talk with Howard Kosky, CEO and Founder of 4DC, a strategic podcasting consultancy based in London. Howard and I explore...
2019-06-1155 min
Through the Line with Andy BargeryGrowing and Scaling Agencies with Kristin LuckRunning a marketing agency of any flavour requires grit, determination, some serious smarts and of course, persistence. Without these ingredients, you will do well to survive, let alone thrive. But what if your ambitions are loftier than simply survival or running a lifestyle business? What if you want to grow your agency and achieve some scale so that you can exit with a decent earn out?
Well, that's a challenge that a lot of agency owners tackle and with varying degrees of success. But if you're on that road, you'll enjoy this podcast episode with Kristin Luck, the founder of...
2019-05-1650 min
Through the Line with Andy BargeryEd Goodman on Working with FreelancersIt's very likely at some point in your marketing career you will come across a freelancer. Maybe you've hired one to work on a graphic design or copywriting project. Maybe your agency has a pool of freelancers you use regularly, or maybe you are a freelancer. There is an army of freelancers working in the marketing/comms/advertising worlds, but how do you get the best from this talent pool?
In this episode, I talk with Ed Goodman, who is the founder of Freelance Heroes - a Facebook group and event for UK based freelancers. We talk about how freelancers...
2019-04-2336 min
Through the Line with Andy BargeryBuilding an Agency Brand with Lena RobinsonThis episode is part of the Business of Marketing series and is all about building an agency brand. Now, you might think agencies should be pretty good at this. But you'd be wrong. Agencies work with brands, but so very rarely behave like brands. The result? A sea of samey looking agencies that are hard to differentiate for in-house marketers looking to buy. Like the proverbial plumber's toilet that doesn't flush, agencies are often poor at doing their marketing, or telling their story and using that as a way to differentiate themselves.
Fear not agency people. Lena Robinson from FTSQ...
2019-04-0952 min
Through the Line with Andy BargeryBuilding High Performance Teams with Gary ColeThis is the first in a series of podcast episodes where I'll be exploring the business of marketing and not marketing itself. I'm starting with arguably the most important part of marketing: people and how we go about creating a high performing team that fuels the growth of our agency or the success of our in-house marketing team.
Getting your team firing on all cylinders is a huge part of driving business performance. But, in the ever-changing World in which marketers operate, it's not an easy task. I don't have to tell you that the marketing discipline is ever changing...
2019-03-2651 min
Through the Line with Andy BargeryCreating a Rebellion with Mark SchaeferDid you know the marketing world as you know it is dying? For too long the marketing profession has been doing too much stuff that customers hate; spam email, robocalls, automated marketing campaigns and so on. The advent of marketing technology has exacerbated the problem and made us all reach for the 'easy button', and it has got to change. We have got to get back to being more human and building an emotional connection with our customers. At least, that's Mark Schaefer's point of view in his new book, Marketing Rebellion, The Most Human Company Wins.
And, I have...
2019-03-0852 min
Through the Line with Andy BargeryPutting Strategy into Social with Martin ThomasSocial media has been around for a while now. Can you believe Facebook is 15 years old, or that Twitter is 13? But, you probably won't be surprised to learn that many of us are still not approaching social media with a solid strategy and hence our results are often lacklustre. You'll recognise some of the signs... a Twitter account you haven't updated in 6 months or an Insta feed full of stock images.
That's where author, trainer and marketing consultant Martin Thomas comes in. He's recently written a book for the Financial Times Guides series titled 'Social Media Strategy'. The book builds...
2019-02-1545 min
Through the Line with Andy BargeryWeb Analytics with Sam RothmannDo you ever get the feeling you have all the information you need at your fingertips, but no real insight? For example, you can see the volume of visitors to your website, what content they consume and from where they come. You might have some heat maps so you can see where they're looking at each page. But, are you using this data to make smart marketing decisions?
This episode is about precisely that; using the data available from your website to make decisions that improve performance. Sam Rothmann is a real expert in this area and works for web...
2019-02-0635 min
Through the Line with Andy BargeryAI Powered Marketing with Katie KingUnless you live in a cave and are entirely shut off from the marketing press, you'll have seen an increasing groundswell of commentary on Artificial Intelligence or AI. It's the next big thing in marketing, now that social media, programmatic advertising, content marketing, year of the mobile etc. seem to be pretty much understood.
So what is it then?
In this Techmap podcast, I speak with Katie King, an author and keynote speaker who has recently published a book all about the uses of AI in marketing. If you want a good overview of what AI is and how you...
2019-01-2037 min
Through the Line with Andy BargeryExploring the Future of Search Marketing with Tom JepsonSearch is one of those topics that's at the centre of digital marketing for many businesses, large and small. It's central because in essence search marketing is about putting your business/brand/product (delete as appropriate) in front of your customer at the exact moment they need it or at least are researching solutions for challenges they're facing or products they want. What better time to add that prospective customer to your sales funnel right?
The problem is, the world of search marketing is both complex and ever-changing. In English speaking countries, Google pretty much dominates, so you need to...
2019-01-1353 min
Through the Line with Andy BargeryDriving Social Change through Comms with Girish BalachandranMarketing and communications are all about change. Whether it's changing the perception of a brand in the marketplace; changing the value of a sales pipeline; or in the case of Girish and his clients, driving change in the behaviours of society. You read that right. Balachandran, who I worked with at large agencies in London, has moved to India and set up an agency that uses the skills he gained in blue-chip marketing and communications programmes to deliver positive change in society.
In this episode, we talk about some of the projects he's been involved in such as working with...
2019-01-0648 min
Through the Line with Andy BargeryUnderstanding Influencers with Lucy HallThis podcast episode is all about influencer marketing. Lucy Hall from Avviso Media and the UK's hit conference Social Day joins me to give a download on all things 'influencer'; what's the state of the industry, how are influencers regulated and what's happening to take influencer marketing out of the wild west and into the mainstream. We explore some case studies of what to do and what not to do (Listerine) as well as look at some of the new platforms that are helping brands and influencers to connect, such as the Tribe App.
The conversation flows into video too...
2018-12-2335 min
Through the Line with Andy BargeryProducing Impactful Social Video with Touf AliIn this episode of the Techmap podcast, I talk with Touf Ali of Fourth Floor Creative. An experienced and gifted filmmaker, Touf uses his production skills to make content for brands on a daily basis. He has a special expertise in social video that he built by creating YouTube channels for the BBC, KSi and Endemol. In this interview, Touf explains some of the important aspects to great video production, starting with understanding your audience and getting a great brief together as part of an effective pre-production process. We talk through different video platforms and how digital video has changed...
2018-12-1651 min
Through the Line with Andy BargeryMarketing & Growing a Training Business with Brad LazarusIn this episode of the techmap podcast, I'm talking with Brad Lazarus from the Goliath Sourcing Academy. Brad started out in the music industry and pivoted into the world of property investment and providing training services.
In this wide-ranging conversation, we explore the world of building sales funnels, digital marketing, content marketing, marketing automation and the options for growing a business beyond organic customer acquisition. We are also rudely interrupted by my puppy, so watch out for him bouncing into the conversation.
You can find out more about Brad at http://goliathsourcingacademy.com/
2018-12-091h 00
Through the Line with Andy BargeryBuilding Communities with Bernie MitchellIn this episode of the Techmap podcast, I speak with Bernie Mitchell from...well, he's just Bernie. Some say he's a lynchpin, others think he's a marketing guru, some know him as a deep expert on building communities. I just know Bernie as someone to turn to when you need an introduction, or some insight drawn from his encyclopaedic knowledge of business writing or failing that, someone to show you where to find the best empanadas in London. In this episode, Bernie and I talk about community, and whether it makes sense to grow a big community around your brand...
2018-12-0259 min
Through the Line with Andy BargeryGetting the Band Back TogetherIt has been a few years, but we're getting the band back together for some new episodes of the Techmap digital marketing podcast. This short episode introduces what the podcast is all about and what we'll be covering. Don't worry, it's short and sweet, but the next episodes will be much more in-depth and packed with value.
2018-11-2008 min
Through the Line with Andy BargeryFiona Mckinnon on the Evolving World of Programmatic AdvertisingFiona Mckinnon joins the latest Techmap podcast to talk about the evolving world of programmatic advertising. Fiona has a wealth of experience from across the publishing, advertising and ad tech landscape, which she draws on as we talk through changing business models for publishers and agencies, the impact of digital on creativity, marketing attribution, the use of data, moving digital advertising in-house and the future of the ad tech landscape. We cover a lot of ground, so you might want to contact Fiona directly to get into the details... www.turn-left.co.uk.
2016-07-0642 min
Through the Line with Andy BargeryMaurice Flynn on the Future of MarketingIn this show Maurice Flynn joins me to talk about the future of marketing. Maurice is on a mission to help marketers keep up to date with the advances brought about by digital. We talk about everything from creating great brand experiences, to data, creating a single view of the customer, marketing automation, data privacy, programmatic advertising... the list goes on. Enjoy this wide ranging marketing conversation. You can connect with Maurice on twitter @mauricecflynn
2016-05-1744 min
Through the Line with Andy BargeryMatt Nelson on Creating Immersive Video ExperiencesMatt Nelson from Irresistable Films joins the podcast to talk about using facial recognition technology to create immersive video experiences for brands such as Bentley. You can find out more about Matt at www.irresistiblefilms.com.
2016-05-0439 min
Through the Line with Andy BargeryExploring Advances in Digital Outdoor with Talon's Nick MawdittIn this show I talk to Nick Mawditt from outdoor media agency Talon. Nick takes me through the evolution of outdoor media, bringing me up to date on digital outdoor and the opportunities it creates for programmatic advertising, integrating campaigns across channels and using data points to create more personalised and contextual outdoor advertising. You can contact Nick on twitter @nickmawditt.
2016-04-2732 min
Through the Line with Andy BargeryUsing Customer Reviews with Neil Bayton of TrustpilotIn this episode we talk with Neil Bayton from TrustPilot to find out all about the value of adding a structured customer review programme to your marketing mix.
2016-03-2334 min
Through the Line with Andy BargeryAndy Evans on Measuring Programmatic and the Future of Digital AdsAndy Evans from ad tech company OnScroll joins the Techmap podcast to talk about digital ad measurement, viewability and engagement metrics, ad blocking, the future of digital advertising and the all important digital hand shake between publishers and advertisers. Thanks for joining the show Andy.
2016-03-1540 min
Through the Line with Andy BargeryUnderstanding Marketing Attribution with Russell McAthyIn this show I talk to Russell McAthy from marketing attribution consultancy Deliver Insight. Russell introduces what attribution is and how it links to understanding the lifetime value of a customer. We talk about what attribution means for brand and performance marketing, how you can use attribution and digital metrics to make tactical marketing decisions in a cross channel, online and offline world and for both consumer and b2b marketing.
You can find out more about Russell and the companies and products he talks about in the show here:
www.russellmcathy.com
www.deliverinsight.co.uk
www.visscore.com
2016-01-2244 min
Through the Line with Andy BargeryGetting your Content Seen with Will and NigelIn this episode we talk to Will Nicholson and Nigel Foote from content agency TVN. They are experts at producing content for marketers and with the glut of content pouring at us each and every day, Will and Nigel talk us through some tools and techniques us marketers can use to make sure our content gets seen by our target audience. It's interesting stuff. You
2015-12-2236 min
Through the Line with Andy BargeryMicrosoft's James Murray Looks at the Future of Search AdvertisingJames Murray is the UK lead for search advertising at Microsoft. In 2015 James was spotted talking about a revolution in search and the idea that search is becoming the new electricity. With those provocative statements, we felt the need to get him to explain and so James joins the show to talk us through his vision of search marketing in 2016 and beyond. He describes some core tips for how search marketers to make sure they get the best return on their ad spend too. Thanks for joining us James.
2015-12-0945 min
Through the Line with Andy BargeryMev Bertrand Explores Improving Ad Performance using Consumer NeuroscienceMev Bertrand, Head of Research at market research agency Neuro Insight, explores how using a neuroscience research technique called Steady State Topography has helped brands such as Birds Eye to achieve significant gains in advertising performance. Mev also spoke at the recent Techmap meetup in London on the same topic and you can see her presentation at https://youtu.be/sJe2kan0hXA. You can find the research Mev mentions at www.neuro-insight.com.
2015-11-1529 min
Through the Line with Andy BargerySimon Daniels talks Data Driven Marketing and the use of Automation Software ToolsWe spoke to Simon Daniels about the importance of; people, strategy and planning when deciding on a CRM and automation platform.
2015-09-0822 min
Through the Line with Andy BargeryRichard Young talks CRM and AutomationWe talk to Richard Young, Director of CRM Sales, EMEA for Bullhorn about; what CRM does, and does not do, how to understand the effectiveness of your new CRM, and bringing relationships back into sales and marketing.
2015-08-2630 min
Through the Line with Andy BargeryTim Barker Talks Social DataWe sat down with Tim Baker of DataSift. Talking about Facebook Topic Data, the ever-increasing volume and velocity of social data, and where big data is most useful to most marketing professionals.
2015-07-3125 min
Through the Line with Andy BargeryMat Morrison Talks Influencer MarketingMat Morrison, the self proclaimed living social media joined us at techmap in London on June 2nd 2015, to talk about the value of influencer marketing. This recording of his talk will help you to understand whether/how to build influencers into your campaigns effectively.
2015-07-0319 min