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

<p><strong>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’.</strong></p><p><br></p><p>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.</p><p><br></p><p><strong>Topics discussed include:</strong></p><p><br></p><p>•⁠ ⁠Dan’s views on the differences on working on the agency and client sides</p><p><br></p><p>•⁠ ⁠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 </p><p><br></p><p>•⁠ ⁠How capabilities are constantly changing, making it even more important to be as bold and brave as possible with activations</p><p><br></p><p>•⁠ ⁠Using AI, segmenting, and different data points to minimise brand overlap and evaluating to make sure that you don’t just ‘blend in’</p><p><br></p><p>•⁠ The power of the Open Web and showing premium credentials for brands</p><p><br></p><p>•⁠ How we can build an efficient cross channel plan utilising our different partners whilst using past results to inform our decision making </p><p><br></p><p>•⁠ The importance of creating a connected eco-system and collaboration </p><p><br></p><p>•⁠ Why journalism, semantics and a free society are so important alongside brand safety </p><p><br></p><p>•⁠ 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</p><p><br></p><p>•⁠ How building a holistic media plan can tap into the right moments and create standout </p><p><br></p><p>•⁠ Nudge versus nurture, and how understanding the difference gives you a balance of effectiveness and efficiency </p><p><br></p><p>•⁠ How LinkedIn helps Dan to get know a wider network, reach out to clients and help others in the industry </p><p><br></p><p>•⁠ Actively looking for new partners to revolutionise the brand’s offering </p><p><br></p><p>•⁠ Why having a personalised touch is important to make sure that genuine writing and conversations are still happening in an AI world </p><p><br></p><p>•⁠ The importance of intent and what is happening behind the screen