Focus on Effectiveness with Ikram Mohideen

Strategy Sessions

Ikram Mohideen is the Chief Strategy Officer at Shift Integrated, an independent agency in Sri Lanka.

In this episode we discuss:

• Why quant doesn’t tell you everything
• The importance of testing and radical thinking
• Focus on effectiveness
• Marketing and advertising in a difficult economic climate
• Lessons from judging awards
• Does positioning exist

Recommendations

• LondonSEOXL ⁠ - use code Andi20 to get 20% off a ticket
• Good Strategy / Bad Strategy by Richard Rumelt
• Social Class in the 21st Century by Mike Savage
• The Black Swan: The Impact of the Highly Improbable Paperback by Nassim Nicholas Taleb

Other links

• James Hayhurst on agency client relationships
• JP Castlin on why language matters in marketing

Ikram Mohideen

Ikram currently leads strategy at Shift Integrated – an independent, fully-fledged creative

agency based in Colombo, Sri Lanka.

At Shift he is the custodian of the “effectiveness culture”, focused on creating a culture that

combines rigour, creativity, and data, to help make work that really works.

He previously worked at Nielsen in consumer insights, specializing in brand equity research,

and afterwards at Leo Burnett, helping to grow brands in CPG, telco, banking, finance, and

real estate.

Working together with clients and research partners, he is currently engaged in establishing a

brand and advertising strategy practice built upon marketing science.

Find Ikram on LinkedIn

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 on LinkedIn or Instagram.

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Find the full audio transcription here: https://eximomarketingstrategy.com/focus-on-effectiveness-with-ikram-mohideen-strategy-sessions-podcast/