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/

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