Diverse Media with Ross Sergeant on The Six Sells Podcast

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.

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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Content published by executives consistently reaches more people, earns more engagement, and attracts more meaningful responses than content published by brands.

With that in mind, we work with CEOs and senior leadership teams to create consistent, credible content that reaches the people who matter most to your business.