'Client-Side Media' with Daniel Glynn on the Six Sells Podcast

In this episode of The Six Sells Podcast, Mike Nicholson spoke to Daniel Glynn, who is Head of Media Buying at Heineken, about ‘Client-Side Media’.

Dan is the perfect person to give us insights into both his agency and client side experiences following his years at MediaCom working across leading brands including Centrica, Coca Cola, Tesco, GSK and CRUK. His work for Heineken began back in 2023 as Programmatic Lead and he is highly skilled in digital transformation, delivering commercial targets and achieving great campaign results for his clients.

Topics discussed include:

•⁠ ⁠Dan’s views on the differences on working on the agency and client sides

•⁠ ⁠Why it’s important to speak to new people, have the discovery phase and look to innovate whilst looking at the best tech in the industry

•⁠ ⁠How capabilities are constantly changing, making it even more important to be as bold and brave as possible with activations

•⁠ ⁠Using AI, segmenting, and different data points to minimise brand overlap and evaluating to make sure that you don’t just ‘blend in’

•⁠ The power of the Open Web and showing premium credentials for brands

•⁠ How we can build an efficient cross channel plan utilising our different partners whilst using past results to inform our decision making

•⁠ The importance of creating a connected eco-system and collaboration

•⁠ Why journalism, semantics and a free society are so important alongside brand safety

•⁠ Why attention is the touchpoint that we should be looking at within the media industry and its value as a health metric to catch the eye

•⁠ How building a holistic media plan can tap into the right moments and create standout

•⁠ Nudge versus nurture, and how understanding the difference gives you a balance of effectiveness and efficiency

•⁠ How LinkedIn helps Dan to get know a wider network, reach out to clients and help others in the industry

•⁠ Actively looking for new partners to revolutionise the brand’s offering

•⁠ Why having a personalised touch is important to make sure that genuine writing and conversations are still happening in an AI world

•⁠ The importance of intent and what is happening behind the screen and partnerships that help with context

•⁠ Why brand awareness is key and the value in finding the moments of undivided attention

•⁠ The campaign that Dan is most proud of and the uplift in sales that followed

Who is Six Sells?

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.