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    TikTok sensation Rob Mayhew on turning his passion into a business

    enSeptember 20, 2023

    Podcast Summary

    • Authenticity and persistence in building a personal brandStaying true to yourself and consistently putting yourself out there can lead to unexpected opportunities and success

      The power of authenticity and persistence in building a personal brand. Rob Mayhew, a TikTok influencer known for his unique jumper collection, shares his journey from marketing and advertising to becoming a viral sensation. He started wearing jumpers for his sketches, not as a branding strategy, but because he loved the brand and hoped they might give him free jumpers. Six months later, they did. His authenticity and persistence paid off, leading to a collection of over 20 jumpers and a loyal following. It's a reminder that being true to yourself and consistently putting yourself out there can lead to unexpected opportunities and success.

    • Embracing new experiences can lead to unexpected opportunitiesStepping out of your comfort zone and trying new things can lead to valuable experiences and unexpected opportunities, even if they don't initially go as planned.

      Sometimes, stepping out of your comfort zone and trying new experiences can lead to unexpected and fulfilling opportunities. The speaker shares how they grew up in a small town and went to university to meet new people and broaden their horizons. They ended up interning at a marketing agency instead of their planned placement at a large corporation, and this experience sparked their interest in marketing and advertising. They went on to work in various types of agencies throughout their career, gaining valuable experience and exposure. Additionally, the speaker shares an experience of bombing at their first stand-up comedy gig but eventually returning to it years later and finding joy in the freedom and creativity it offered. Overall, their story emphasizes the importance of being open to new experiences and taking risks, even if they don't always turn out as planned.

    • Discovering the power of TikTok through unique voice and curiosityCuriosity, adaptability, and confidence can lead to success on TikTok by focusing on relatable, everyday topics and turning them into engaging content.

      Finding your unique voice and comfortable topics in content creation can lead to success, even in new platforms like TikTok. The speaker, a former stand-up comedian and social media expert, shares how he discovered the power of TikTok during lockdown when he transitioned from creating high-production content for brands to posting relatable, office culture sketches for a niche audience. He emphasizes the importance of curiosity, adaptability, and confidence in his journey to becoming a TikTok expert and growing a following of 150,000 people in the advertising industry. The speaker's success story highlights the potential of focusing on small, mundane aspects of everyday life and turning them into funny and engaging content.

    • Creating relatable and humorous content for social media successExploring relatable moments and situations in advertising can lead to increased engagement and followers on social media platforms like TikTok and LinkedIn.

      Creating relatable and humorous content, especially in the advertising industry, can be a powerful tool to engage audiences on social media platforms like TikTok and LinkedIn. The content that resonates the most often features honest moments and situations that people can relate to, such as the handover process or the perspective of a receptionist. These topics can be explored in various agency settings, from independent to big networks, to tap into diverse experiences. The speaker shared that they had success with this approach, experiencing a significant increase in followers on LinkedIn when they began regularly posting their content. Contrary to popular advice, they found that posting frequently led to higher engagement levels.

    • Discovering Opportunities for Organic Brand Collaborations on LinkedInAuthenticity and relatability are key to engaging brands on LinkedIn. Brands with unique stories can benefit from organic collaborations.

      LinkedIn, a professional networking site, can be an effective platform for marketers to engage with their audience in a unique and relatable way. The speaker, a content creator, shared how he gained the attention of brands like Pret and Heinz by creating relatable content that resonated with their marketing teams. He discovered this opportunity organically, without initially intending to become a brand collaborator. His immature palate and love for Heinz Salad Cream led him to dream of collaborating with the brand. The speaker's success story highlights the importance of authenticity and relatability in marketing, as well as the potential for organic growth and collaboration on LinkedIn. Brands that are left-field or have interesting stories can particularly benefit from this approach.

    • Collaboration and storytelling in marketingSharing relatable experiences and starting conversations through collaboration and storytelling leads to successful marketing campaigns. Natural integration of brands and providing value to followers is essential.

      Collaboration and storytelling can lead to successful marketing campaigns, especially when tackling relatable and industry-specific topics. The speaker shared an experience of a failed pitch to Sainsbury's, which resulted in a collaboration with pitch.com to create a campaign highlighting the challenges of pitching. By sharing their own story and asking for submissions from others, they received a large response and gained significant engagement. This success came from the added value of sharing relatable experiences and starting a conversation, rather than just a sponsored post. Additionally, the speaker emphasized the importance of natural integration of brands into content and providing value to followers.

    • Passion, Experience, and Creativity in Unexpected PlacesPassion, experience, and creativity can be harnessed in any role, adding value and leading to valuable contributions.

      Passion and experience can lead to creativity and value addition in any role, even if it's not traditionally considered a creative one. The account handler in this discussion, despite not being a creative by trade, shares how he's always wanted to be one and has been able to bring his creativity to his work. He emphasizes the importance of adding value to others and letting the audience discover what's being sold rather than pushing a hard sell. The speaker also mentions how his past experiences and mistakes have contributed to his ability to bring brands to life in his work. Additionally, he highlights the importance of finding something you're passionate about and dedicating time to it, even if it takes years. Brands that work with him are buying not just his current skills, but also his accumulated experience and knowledge. The discussion also touches upon the importance of finding sponsors and having a great idea to pitch to them. Overall, the key takeaway is that passion, experience, and creativity can be harnessed in any role and can lead to valuable contributions.

    • BA creates exclusive Christmas film for in-flight entertainmentBA plans to create a unique and long-form romantic comedy film for in-flight entertainment, featuring celebrity appearances and offering exclusive content to passengers.

      BA should create a unique and exclusive Christmas film for in-flight entertainment, turning the safety video into an attractive and long-form production with celebrity appearances. This film could be a romantic comedy, financed by BA, and serve as a product placement opportunity. The limited availability of the content on the plane adds to its exclusivity and value. While the length of the film is yet to be determined, it could potentially offer 24 hours of content for passengers. This idea was met with enthusiasm and admiration from both parties.

    • Transitioning from an account handler to a creative directorConfidence in your abilities, curiosity, networking, and finding joy in your work can lead to unexpected career growth.

      Having a clear understanding of your strengths and abilities, and having the confidence to pursue new opportunities, can lead to unexpected career growth. The speaker in this conversation shares how he transitioned from being an account handler to a creative director, thanks to his curiosity and confidence in his creative ideas. He also mentions the importance of building partnerships and networking in the industry. Additionally, he emphasizes the importance of finding joy in what you do and staying curious to continue growing in your career. The speaker's journey shows that even if you don't fit neatly into the traditional career paths laid out for you, there's always room to make a switch and find success in unexpected ways.

    • Turning a passion into a careerWith hard work, dedication, and belief in oneself, it's possible to turn a passion into a successful career.

      Following your passion and turning it into a career can lead to financial success and personal fulfillment, even if it takes time. The speaker shares her experience of discovering her talent for making people laugh and eventually making a living from it. She emphasizes the importance of hard work, dedication, and believing in oneself. It's never too late to pursue your dreams, and even if you love what you do, finding a balance between work and personal life is crucial. The speaker also mentions the importance of staying grounded and continuing to learn and grow in your craft. It took her about a year and a half to two years to make a living from her comedy work, but she continues to work in agencies part-time because she enjoys the job and the stability it provides. Overall, the key takeaway is that with hard work, dedication, and a belief in oneself, it's possible to turn a passion into a successful career.

    • Finding success through persistence and creativity in digital content creationPersistently creating unique content in a simple niche and overcoming fears can lead to unexpected opportunities and success in the digital content industry.

      Persistence and creativity can lead to unexpected opportunities and success in the digital content creation space. The speaker shares their personal journey of discovering their unique voice on TikTok and turning it into a business, which eventually led them to attend award shows and host performances. They emphasize the importance of finding a simple niche and removing barriers to entry to make content creation easier. Additionally, they mention the importance of confidence and overcoming fears, such as financial insecurity in freelancing. Overall, their story highlights the potential for personal growth and professional achievements through consistent effort and innovative ideas in the digital content industry.

    • Find inspiration from industry heroes and resourcesAccess industry insights and connect with experts through podcasts, LinkedIn, and other resources to build confidence and advance in the creative industry

      The fear of missing opportunities in the creative industry can be terrifying, but being inspired by industry heroes and utilizing resources like podcasts and LinkedIn can help junior professionals gain confidence and access to valuable insights. Cindy Gallup, Rory, and Zoe Skamans are just a few examples of inspiring figures in the industry who share their knowledge freely. With the abundance of accessible information and opportunities to connect with experts, there's no shortage of inspiration and resources for those looking to make their mark. To effectively manage the volume of connections and opportunities, having an agent like Raff McDonald can help focus efforts on commercial opportunities and growth.

    • The Power of a Supportive Team and CommunityHaving a supportive team and community can lead to creativity, productivity, and personal growth. Collaborating with a trusted partner can provide the freedom to focus on projects and explore new ideas.

      Building a supportive community and having the right team can lead to creativity, productivity, and personal growth. The speaker, who works in the advertising industry, shared how he collaborates with his agent, Rob Mayhew, to manage his projects and explore new ideas. They have a history together from the BD Network and My Coke Music days. The speaker is currently working on a daybook specifically for agency people, and Rob is helping him with the ideas and brand approaches. This partnership has given the speaker the freedom to be creative and focus on his projects, while still responding to messages from his community. The speaker also mentioned his interest in various projects, such as an agency radio show or a streaming show on Twitch. He acknowledged the challenge of managing time and committing fully to projects. Among his favorite guests on his podcast, he mentioned Jo Arden, whom he found to be an inspiring and nervous interviewee. Their conversation was so engaging that they shared a drink during the recording. Overall, the speaker emphasized the importance of having a supportive team and community to thrive in his creative career.

    • Meeting industry influencers can be valuableValuable experiences come from meeting individuals who've made an impact, like Sir John Hegarty or marketing professors. Expertise and unique insights can benefit both parties in podcasting.

      Meeting and learning from individuals who have made a significant impact on one's life or industry can be a valuable and rewarding experience. The speaker expresses excitement about the opportunity to meet Sir John Hegarty, who created ads that influenced him growing up. He also mentions considering inviting Scott Galloway, but hesitates due to his high fees. The speaker values the mutual exchange of time and expertise in podcasting and has seen guests benefit from being on the podcast. He also shares his theory that individuals with lifetime experience, such as those who have been fired or retired, can provide unique insights. The speaker has had several experiences of being let go from jobs, but believes that age can also limit opportunities. Ultimately, the speaker is open to inviting a range of guests, from marketing professors like Philip Kotler to industry experts like Scott Galloway and Ritson.

    • Focus on what you're good at and interested inDon't try to be an expert in everything, instead focus on your strengths and passions to excel in your role

      It's normal to feel overwhelmed and underprepared in new roles, especially when it comes to mastering various aspects of a job, such as digital and social media. However, it's important to recognize that you don't need to be an expert in everything. Instead, focus on what you're good at and what you're interested in, and strive to become the best in those areas. Failures and setbacks, such as being fired, can provide valuable learning experiences. Additionally, prioritize working with people who inspire and motivate you, as a good work environment and supportive boss can greatly impact job satisfaction.

    • The Impact of Work on Overall Well-BeingFeeling valued and excited about work, positive work cultures, and authenticity are crucial for personal and professional growth.

      Having a fulfilling job and a healthy work environment can significantly improve your overall well-being and happiness in life. The speaker emphasized the importance of feeling valued and excited about the work you do, as well as the impact of a toxic work environment. She also mentioned the significance of giving women opportunities to lead and create positive work cultures. Additionally, the speaker shared an unexpected story about her past experimentation with a TikTok character, which she had never shared before. This experience taught her that people's beliefs and trust can be easily manipulated, and she decided to stop the character to avoid any potential negative consequences. Overall, the discussion highlighted the importance of authenticity, creativity, and a positive work environment in both personal and professional growth.

    • The Importance of Authenticity and Relatability in Business MarketingAuthenticity and relatability are crucial in making business-to-business marketing more engaging and effective. Pretending to be something you're not online can lead to negative reactions. Creating relatable and human interactions, using humor and creativity, can make business content more shareable and memorable.

      Authenticity and relatability are key in making business-to-business marketing more engaging and effective. Rob Mayhew, in his discussion, shared his experiences of pretending to be a millionaire on TikTok and the negative reactions he received, highlighting the importance of being true to oneself in online interactions. He also talked about his book idea, "You found it, haven't you? How to become a millionaire overnight," which he planned to debunk the myth of quick riches through TikTok and other platforms. Furthermore, Mayhew emphasized the importance of making business interactions more human and relatable, as opposed to the traditional dry and product-focused approach. He shared his success in creating engaging content for brands like Pitch and Sitecore, using humor and relatability to make the content more shareable and memorable. Mayhew's insights offer valuable lessons for marketers looking to make their business interactions more effective and engaging, emphasizing the importance of authenticity, relatability, and creativity in marketing strategies.

    • B2B Marketing: An Often-Overlooked Audience of Influential Individuals and Small BusinessesB2B marketing offers opportunities to reach well-paid, influential individuals and small businesses with innovative, surprising, and delightful creative ads. Agencies and marketing professionals are also part of this audience, making it a potentially lucrative area for marketers.

      B2B marketing is often overlooked as a less glamorous or less creative part of the industry, but it holds significant value and presents unique challenges. B2B audiences are made up of well-paid, influential individuals and small businesses, and they crave innovative, surprising, and delightful creative ads. Agencies and their employees make up a sizable portion of this audience, making B2B marketing an essential and potentially lucrative area for marketers. Rob, a guest on the podcast, emphasized his passion for B2B marketing and the importance of thinking differently to cater to this audience. So, if you're a B2B brand or looking to sell to high net worth marketing individuals or small businesses, consider the potential of this often-overlooked audience.

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