In our latest “offline” edition, we catch-up with Jaywing’s Chief Customer Officer, Jonny Sycamore, and explore his career path in digital, Tiger Woods staying at his house, thoughts on the industry’s biggest opportunity & challenge, World Cup predictions and more!

How did you get started in digital marketing?

I started in London in 2006. I was lucky enough to get a 6-week internship at Saatchi & Saatchi which I appreciated and enjoyed but realised very early on that my passion was for digital marketing and digital agencies.

After a brief contract working on the media sales side at MSN, an account management job came up at Agency Republic, at that time one of the very best digital creative agencies in London.

I got the job and never looked back. I loved it from day 1. Incredible agency, brilliant people and I was working on the O2 account – the biggest digital advertising spender in the UK. We were doing groundbreaking work and the skills I learned there set me up for my whole career in London, then Sydney and now back in Leeds/London.

Fun fact about you?

Tiger Woods once stayed at my house!

How do you switch off?

I have a 6 and a 4 year old so “switching off” definitely doesn’t mean low energy activity! But it’s relaxation and de-stressing in the most amazing way. I love their outlook on life, I love talking to them about their day and playing with them and seeing how they interpret things.

It’s such a cliche but watching your kids grow up, change and become themselves really is the most rewarding thing in life. I’m into sports and I try and train as much as possible, it really lifts my mood. I’m very sociable – family, friends, being with people is so important to me, I want to enjoy life – it’s what makes all the hard work worth it!

What has been your proudest career achievement to-date?

In terms of the work, being part of an Effies winning team for a car launch in Australia for Hyundai in 2020. Seeing great work so brilliantly proven as effective in creating value was hugely rewarding. And right now, genuinely, the social creative work we are putting out there for Yorkshire Tea is some of the best I’ve been involved with in my career.

On the commercial side, steering the agency through an acquisition last year and being incredibly well set up and full of momentum 12 months on is something I’m hugely proud of.

I’ve seen some fantastic people in my team develop and grow and thrive in a new environment which has been extremely rewarding. We’re now part of a unique ownership model that gives us a point of difference which we are now starting to realise for our clients and partners.

If you could interview any person (famous, celeb or historical) – Who?

Larry Levan – the house music pioneer and original superstar DJ. I’m a big house head; dance music has given me some of my most memorable moments and introduced me to some of the most important people in my life.

I’d love to understand how he created a sound that had never existed before. What was his thought process, how did he identify tracks to bring together before mixing was a thing, how did he practice? Did he ever envisage bringing people together in the way that his music did for so long and with such power?

What is the biggest opportunity in Digital right now?

Doubling down on creativity. With all the talk of AI, tech, cost efficiency, speed of production etc. it has never been more important to invest in high quality creative thinking.

The same truth is marketing still exists – the best ideas will create the most value and shift the effectiveness needle. Whatever the method/technology/platform to produce and deliver the work, it doesn’t change that central truth.

Who wins World Cup 2026 & how will England do?

I would love to say England can do it, we’re genuinely a very good team and the manager seems to have found a decent balance. But who knows, we have a national football psyche built on 60 years of near misses, pain and tragedy!

So, it’s hard to get too carried away. Also, 48 teams! Why?! Nobody wanted an extra round. Safe to say I I have mixed feelings about the 2026 world cup but I know I’ll get into it once the games are underway. France will probably win it.

What’s the biggest challenge facing Digital PR professionals right now?

I’m going to avoid AI here as I think it’s impossible to offer an insight or opinion on the topic as it relates to our industry that hasn’t already been covered. Also, AI could equally sit in the biggest opportunities box, but I’ll try to not mention it!

But I think it plays a part in the wider context; which is we are teetering on recession so there is a myriad of challenges in the industry, mostly driven by economics and tighter budgets:

• Do more for less
• Marketing gets squeezed when times get tough (btw – a terrible move supported by a lot of evidence to back up that marketing more works when times are tough)
• Longer decision-making processes
• Pitching and giving up value to get things over the line (I hate this)

But I’m an optimist! Even with all the headwinds I think the best work and the best agencies can still shine – maybe even more so. Great work creates value and creating it and proving its effectiveness means we can still thrive.

What’s currently your favourite TV/streaming show?

I’m a commitment-phobe when it comes to TV! I find it so hard to start new shows and don’t watch a lot as a result! Which is ridiculous because I love great TV when I get into something good. Small prophets is the best thing I’ve seen on TV in years.

Rivals purely for the lols. As I’m getting older, I think I’m looking for more gentle, more fun, more don’t take yourself so seriously TV all round please. I can’t seem to take the intense dramas anymore!

How do you create a standout agency?

It’s such a cliche, but honestly, it’s people first and foremost. Good agencies (and good businesses full stop) rely on rounded teams, teams that understand gaps and how to fill them and how to get different personalities working together.

I’m also a big believer in delivering a consistent message internally, everyone being on the same page and bought in. We are transparent about our commercial performance; we have objectives that the whole agency is bought into and we make it clear where everyone can make a difference. I think that creates a confidence and the right environment to create effective work. I think you also have to be great at shouting about it and building profile because nobody else will!

About Jonny…

Jonny is a senior marketing leader with over 20 years creative, digital and integrated experience in London, Sydney & Leeds.

He has a proven track record of delivering effective, award winning work in partnership with global brands and is the Chief Customer Officer at Jaywing, an award winning, integrated agency in Leeds.

👉Connect with Jonny on LinkedIn
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👉Previous edition with Helen Freeman, Search Lead at Domino’s

This interview is part of the “offline” series, in which our Founder, John McCambley, interviews leaders from across the digital marketing industry (agency and client-side).

 

Our latest Digital Superchats e-Event (Digital PR Strategy & Search Performance) is now available to watch! Simply purchase for £99, and you’ll receive the official video recording (file and link format) to own. You can watch whenever you like and share with your team!

The recording (122 minutes) was hosted on Tuesday 12th May 2026 and chaired by Root Digital’s Head of PR Communications, Ruth Barrett (pictured above).

The online session was e-attended by 100+ senior delegates from many of the UK & Europe’s biggest consumer brands including:  Adidas, Gymshark, Morrisons, Lastminute.com, Primark, JD Sports , Wickes, Lloyds Banking Group, Auto Trader UK and many more.

Speaker Line-Up & Talks

Talk 1. Digital PR’s Role in Traditional and AI Search in 2026 and Beyond
Sophie Coley, Head of AI & Strategy & Steve Baker, Head of PR at Propellernet

Talk 2. From Coverage to Context: How Digital PR Builds Brand Distinctiveness in AI
Laura Smith, Head of Client Strategy at ICS-digital

Talk 3. Closing & Expanding Authority Gaps With Hyper-Relevant Digital PR To Improve SEO Rankings & GEO Visibility
Amanda Walls, Head of Organic Media at Cedarwood Digital

Talk 4. Beyond Links – How to Measure PR in a World of LLMs and AI Search
Rosa Mitchell, Director of Manchester at Connective3

We accept payment via PayPal and all major debit/credit cards (Checkout Option). If you experience any problems with your booking, please get in touch via our contact form, and we’ll respond ASAP.

In our latest “offline” edition, we catch-up with Helen Freeman, Search Lead at Domino’s,  and discover her take on the industry’s biggest opportunity in 2026, her fascination with board games, her favourite Domino’s pizza and much much more!

Why a career in digital marketing?

Like most people, I pretty much just fell into it. I studied German at university and truly had no set plan for what I wanted to do after graduating. But a local digital agency stood out to me at a languages careers fair, as they were one of the few tech-focused businesses that had come along and seemed to genuinely value my skillset.

At the time I didn’t understand what they did at all! But I knew I wanted to work with lovely, genuine and motivated people who I could learn from and grow with. Thankfully that’s been my experience in all my jobs to date, so I think I backed a good horse!

Next Event: Digital PR Strategy & Search Performance

What’s your personal favourite Domino’s Pizza?

Texas BBQ has been my go-to for a long time, but one of the Domino’s perks is pizza in the office so I’ve definitely broadened my horizons since joining. My current fixation is the Mexicana Mayo dip from our new Chick ‘N’ Dip range.

What’s the biggest opportunity for digital marketers in 2026?

There are plenty out there, but personally I’d say the key to unlocking an edge is working out how to wield your business data to get a leg up on the competition. What do you know about your customers and your market that nobody else does? Fuelling your strategy with those qualitative and quantitative insights will set you apart. It’s not easy and requires world-class collaboration, but the payoff is worth it.

What has been the biggest challenge in your role over the last 12-months?

Measurement, 100%. Both the amount and rate of change in the landscape have made it much harder to tie impact back to specific channels/workstreams. But testing is playing a huge part in helping to navigate through that. Domino’s is an incredibly data-driven business, so I’ve had the opportunity to work with and learn from some genuinely brilliant colleagues. Ultimately, challenges keep things interesting!

How do you switch off?

Anything outdoors really, I’m lucky to live somewhere with plenty of nature on the doorstep so getting out for walks is always good!

I’m a keen (though not particularly skilled) gardener, and I’ve also recently got back into reading fiction.  The Girl Who Saved The King Of Sweden by Jonas Jonasson is my current read.

 

 

 

AI – What do you love? What do you dislike?

Day to day I find it a useful tool for helping to break down challenges and speed up some time-consuming tasks. I’m a problem solver at heart, so being able to free up time and headspace to tackle the things that actually matter is always a win in my book. Getting AI assistants to play devil’s advocate has been handy for flagging potential banana skins and checking any blind spots too.

In terms of dislikes though, I hate that we don’t seem to have learned any lessons from the rise of social media and how that impacted us as individuals and societally. I think we’re going to see a real impact on critical thinking skills, particularly amongst age groups who are growing up with AI at their fingertips. Plus, the lack of regulation is something that really bothers me, and I think we will feel the repercussions of that in future.

Fun fact about you?

I have a completely out of control board game collection – I think it’s at about 60 games now. I briefly tried to instigate a one in one out system, but that didn’t last long at all.

Favourite album of all-time?

Piano Man by Billy Joel was the one that played on repeat in the car when I was growing up, so I’ll always have a soft spot for that.

What boxsets (TV Series on any service) are you loving at the moment?

I’ve just finished the second series of Fallout – I’m a big fan of the video game and the adaptation for TV has been excellent! Now currently working my way through Paradise, which has me hooked.

What has been your proudest career achievement to-date?

I have some solid performance wins under my belt, but it’s always the times when I can have a positive impact on the people around me that feel most meaningful. The role I’m in now has been great for that, as it’s allowed me to bring people together to learn from each other and grow as a team.

Any time I get the opportunity to promote someone it’s such a highlight, obviously for them and their journey, but to have played a part in their development is very rewarding for me. I genuinely love being a manager – I’ve had some great leaders myself, so I really just want to pay that forward.

About Helen…

Helen Freeman is a performance-driven search leader with a deep love of problem solving and collaboration. Having started her career in PPC and later specialising in SEO, she now heads up Search at Domino’s Pizza UK & Ireland, aligning paid and organic strategy to drive holistic growth across their 1,300+ stores on web and app.

With experience both agency‑side and in‑house, her background spans a wide range of verticals, partnering with leading brands across retail, professional services, healthcare, energy, B2B software, and more.

👉Connect with Helen on LinkedIn
👉Become the Next Featured Leader
👉Watch/Listen to Previous Episodes on Podcast

 

In our latest “offline” edition, we catch-up with Rob Shaw, CEO at HUB, and discover why he ran in the Saharah Dessert, loves watching Star Wars, proudest career achievement and the industry’s biggest opportunity in 2026 and much more!

How did you get started in digital marketing?

My first role was as CTO for Latitude Group – a performance marketing agency in Warrington.  The first 15 years of my career was in technology and I wanted to move into an industry where technology was a core driver of growth.  That’s where I learned about performance marketing and agencies in general.

Register for Next Digital Superchats e-Event

How do you switch off? 

The stock answer is that I run.  I’ve been a non-exec director of a running company (Run for All) for many years and time running clears my head.

The less obvious answer is that I’ve been teaching myself Silversmithing.  I have a creative studio at home and I make rings and other jewellery!

What’s been your favourite Winter Olympic Sport to watch? 

I’ve loved the Skeleton and enjoyed following the success of Matt Weston – I’ve also enjoyed his subsequent TikTok posts!

Fun fact about you? 

I ran the Marathon des Sables across the Saharah Desert a few years ago – 6 marathons in 6 days across the sand dunes carrying all my food and kit on my back – a life changing experience.

What one thing would you tell your younger self?

Take more risks in your career.  I’ve been fortunate enough to work for and with some incredible entrepreneurs, I wish I had met people like them earlier in my career, they have taught me a lot.

What is the biggest opportunity for digital marketers in 2026?

Make the most of the amazing tools at your disposal, you are still at the most measurable side of marketing – make sure your clients understand the insights you can provide.

What’s the biggest challenge for digital marketers in 2026?

Getting lost in the incredible noise around AI.  Yes, AI will have a huge impact on our industry but digital marketers live in a world of constant change and evolution – embrace it!

What has been your proudest career achievement to-date?

My time growing and shaping Epiphany through to the final sale to Jaywing is still the thing I’m most proud of.  Seeing the careers those involved at the time have gone on to achieve is incredibly rewarding.

What’s your favourite album of all-time and movie? 

Album would be ‘Ship arriving too late to save a drowning witch by Frank Zappa’ and film (I’m a huge film fan) would be a tie between Star Wars episode 4, Interstellar and Terrible Joe Moran.

AI – What’s Good and What’s Bad?

Good would be the time saving tools being provided to marketers and bad would be the hype and hyperbole.

🎥WATCH THE FULL PODCAST EPISODE

*offline is a series in which we interview leaders from across the digital marketing industry. Our interviews and podcasts are hosted by John McCambley, Founder & Chief Producer at Marketing Masterclass Series.

About Rob…

Rob Shaw is the CEO of HUB, an independent, integrated marketing agency based in Leeds. He has previously been CEO of a number of notable agencies including Jaywing PLC, Epiphany Solutions and CreativeRace as well as being on the board of Latitude Group.

He has bought and sold agencies in the UK and Australia. With over 30 years’ experience in marketing and technology Rob has managed services for some of the UK’s largest brands including Lloyds Bank, Pets at Hone, ASDA, Greggs, Pepsi, Mattel and O2.

👉Connect with Rob on LinkedIn
👉Become the Next Featured Leader
👉offline with Ben Foster | The SEO Works

 

 

In our latest “offline” edition, we catch-up with The SEO Works’  CEO, Ben Foster, and discover the one thing he’d have done sooner as and agency owner, his love of squash & yoga, his 2026 World Cup prediction, the industry’s biggest opportunity and much more!

How did you get started in digital marketing?

I had always liked computers as a kid, and used to pay a lot of attention to TV and magazine ads. I decided to take a media-related degree at university, and chose one that offered theory combined with practical learning. It was very hands on and the final year project included a website that I built, which got me my first job as a web designer.

I gained experience in developing user journeys and designing sales/ecommerce flows, as well as measuring their impact and optimising them. This then broadened out into marketing and not just optimising the user journey on-site, but thinking about how to get people to the site in the first place. I remember launching an Adwords campaign way back in the early 2000’s for my employer at the time – the tech was very different to now!

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How do you switch off?

Sport and exercise is really important for me – it lets you de-stress and get some energy back for the next day. Squash and yoga are my current weekly sports, as well as a bit of golf. Spending time with family and friends is also important and keeps you grounded.

One thing I also do is keep my work and personal phones completely separate. When the day is done, the work phone stays on the side. This helps me stay present with the people who matter most and stops me from checking emails when I should be resting.

Who wins the 2026 World Cup? How far will England go?

My heart is saying England have the potential to go all the way, but my head is saying probably Spain. But who knows? I think as the tournament edges closer there will be a lot of expectation for England to reach the final.

Fun fact about you?

I’ve been on telly twice as a kid. Our neighbour was a documentary maker and over the summer of 85 she filmed all the kids in my street and what they got up to when their parents weren’t around. We were just left to our own devices to play outside back then, very different to today.

The Times review described it as “A nature programme whose subjects happened to be human. The camera bore unsentimental witness to the psychological and physical cruelties which four-year-olds inflict on one another”. Brutal! There was then a follow-up seven years later.

 What one thing would you tell your younger self?

Start investing as soon as you can, even if it’s only a few quid a month. Compound interest is your friend and the sooner you do it, the longer it has to take effect.

What is the biggest opportunity for digital marketers in 2026?

Paid search is an opportunity that needs a fresh look. PPC ads have gained up to 13 percentage points of overall click share in the last year. If you are already doing PPC, it pays to review your approach to ensure it’s maximising the opportunity, as a lot has changed in Google Ads. And if you don’t run PPC campaigns, it should be a serious consideration for some of your budget.

 What’s the biggest challenge for digital marketers in 2026?

Getting swept up in the hype. If you believe LinkedIn, Google is dead and ChatGPT is the only way people find stuff now. Yet if you look at the data, ChatGPT has only around 6.3% of Google’s daily searches. Studies also show that AI is expanding search rather than replacing it.

We’ve seen in the last 3 months that web usage of ChatGPT has declined whilst Gemini usage has increased. It’s still an evolving market so it makes sense to keep a close eye on numbers rather than be influenced by the hype cycle. As users mix traditional search and AI assistants, your strategy should be about how your brand can be found in both.

What has been your proudest agency achievement to-date?

We’ve recently become employee owned which was a huge step for the business, putting the future of the agency directly into the hands of the people who make us successful.

It’s early days but culturally we feel this aligns with what we are about, it means every single person here has a real stake in what we do, which means even stronger focus on getting digital growth for our clients.

What one thing would you have done differently as an agency founder?

Agencies are generally quite bad at their own marketing – clients always take priority. Our own marketing efforts were sporadic until we had the budget to invest in a dedicated marketing member in our team. The value we have seen from that decision is tangible – so I would have taken the plunge sooner.

AI – Good or Bad?

When used well it’s good. However there is a lot of content and video slop out there. My social media seems full of it! I think there will be a tipping point where AI rubbish starts to reduce engagement on social media – if the people aren’t real on there, then why bother?

I’m most interested in how AI can join data and systems together to create better insights or outcomes. We’re still just at the start and if you aren’t finding ways it can add value in your business, you will be left behind.

About Ben…

Ben Foster is CEO of The SEO Works, a leading digital growth agency specialising in Search and AI visibility. The company he leads supports both well-known brands and fast-growing SMEs to strengthen their online presence.

Ben has over 25 years of experience in digital and technology. His insights have been featured in Forbes, Sky News, Daily Mail, The i and TechBullion.

Ben is known for his strong experience in digital growth, SEO and AI strategy and using digital to improve customer experiences.

👉Connect with Ben Foster on LinkedIn
👉Featured Leader: offline with Kevin Gibbons | Re:signal
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In our latest “offline” edition, we catch-up with Re: signal’s  Founder, Kevin Gibbons, and discover more about his career journey, running marathons, his connection to football legend Kevin Keegan and his thoughts on the industry’s biggest opportunities & challenges in 2026.

How did you get started in digital marketing?

I did a placement year as part of my university degree at a web design agency. That was in 2003, and from there I got a taster of everything from design, development through to marketing services.

SEO really appealed to me (alongside realising I wasn’t that great at web development!). I then went freelance in 2006, whilst doing the year out thing in Australia after graduating and haven’t looked back since.

Register for Digital Superchats #19

How do you switch off?

Fitness is really important to me, whether that’s playing tennis sitting in a sauna or going for a walk, I’ve realised making the time for this is essential in order to be at my best.

What is your favourite Podcast & book in 2026?

I’ve really got into David Senra’s podcast Founders. I still like to read, but find the audio format much more practical. A great way to learn, is from understanding what others have done in the past, so this has sparked a lot of ideas for me.

Who’s been the most influential person or role model in your career and why?

So many people at different stages, and in different ways. But if I had to pick one, it’s my dad. Mindset + attitude is so important, and I definitely get my optimism + ability to work hard but not take myself too seriously from him.

Fun fact about you?

I was named after the recently crowned European football player of the year Kevin Keegan, which means I had to be a big Liverpool fan!

One dream client – Who?

We’re very lucky to work with a number of fantastic brands, but outside of a cheesy answer it’s probably Apple seeing that I’ve been consistently using their products for 20+ years!

What actor would play you in a movie about your life?

Aren’t they all generated by AI now?! Either that or Michael Sheen, as he plays everyone!

What is the biggest opportunity for digital marketers in 2026?

Focus on what’s not going to change, driving significant business value for your clients.

What’s the biggest challenge for digital marketers in 2026?

Helping clients to navigate the changing landscape – which is both a challenge and an opportunity!

What makes a standout agency? How do you differentiate?

It takes time, and it’s a combination of things -but building a proven track record + reputation, within a specific niche/sector, and specialism is key to growth + attracting more of what you want in future.

Watch the full podcast episode👇

About Kevin…

Kevin is an entrepreneur, speaker and writer. He is founder of Re:signal – a global ecommerce SEO specialist agency, driving organic search growth for brands including Under Armour, N Brown and ASICS.

Winner of over 80x UK/EU/Global Search Awards, he was named search personality of the year at the UK Search Awards (2018) and listed in BIMA’s top 100 people shaping the digital industry (CEO and leaders category) in 2019.

Kevin has helped to grow Re:signal into a fast growth digital marketing agency, as recognised by Deloitte Fast 50 UK & EMEA (2017) and the FT 1000 fastest growing companies in Europe (2018).

👉Connect with Kevin on LinkedIn
👉Featured Leader: offline with Ashley Liddell | Deviation
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We’re delighted to announce that our next Digital Superchats e-Event will take place on Tuesday 12th May 2026. Our 19th edition will focus on the area of Digital PR Strategy & Search Performance.

In this online edition, our selection of industry speakers will deliver a series of short talks on the latest trends, strategies and tech that are shaping the Digital PR landscape and driving brand performance and commercial growth.

📢Digital Superchats #19 – Digital PR Strategy & Search Performance
📅When: Tuesday 12th May 2026
🕛Time: 9.00am to 11.00am (UK)
📍Format: Online Event (Webinar-Based)

Register To e-Attend

Our previous session was e-attended by 100+ senior delegates from many of the UK & Europe’s biggest consumer brands including:  Adidas, Lego, Warner Music Group, Morrisons, Primark and more.  

 

Our latest Digital Superchats e-Event (18th edition) on Paid Media Strategy & Performance is now available to watch! Simply purchase for £99, and you’ll receive the Official Video Recording to own. You can watch whenever you like and even share with your team!

The recording is 115 minutes in duration and was hosted on Tuesday 13th January 2026. The online session was e-attended by 100+ senior delegates from many of the UK & Europe’s biggest consumer brands including:  Adidas, Lego, Warner Music Group, Morrisons, Primark and more.

Talk 1. Growing your Brand & Maximising Growth with AI-Powered Paid Media Campaigns
Wes Parker, Co-Founder at DemandMore

 

 

 

 

 

Talk 2. Why the Brand vs Performance Showdown is Stunting Your Growth
Harriet Fitzgerald, Head of Programmatic at Impression

 

 

 

 

 

Talk 3. Future-Proofing Your Google Ads Strategy: Preparing for What’s Next in AI Search
Anna Simpson, Head Of Paid Media & Operations At Cedarwood Digital

 

 

 

 

 

Talk 4. Beyond ROAS: A Modern Playbook for Real Growth
Claire Stanley-Manock, Chief Strategy Officer at Connective3

 

 

 

 

 

Once your booking has been confirmed, you’ll receive the Official MP4 Video File from John McCambley, Founder & Chief Producer at Marketing Masterclass Series.

We accept payment via PayPal and all major debit/credit cards (Checkout). If you experience any problems with your booking or need further support, please get in touch via our contact form, and we’ll respond ASAP.

In our latest “offline” edition, we catch-up with Deviation’s Co-founder, Ashley Liddell, and discover his career journey from refuse collector to digital leader, his dream client, the industry’s biggest opportunity in 2026, and his love for The Verve’s Urban Hymns.  

Why a career in digital marketing?

A career in digital marketing was born out of a difficult day in my previous job. At the time, I was working as a refuse collector for the local council — a role I’d fallen into to support my young family. It was never meant to be a long-term plan, but on this particular day everything that could go wrong did go wrong. It ended up becoming the moment that broke the camel’s back.

I’d known for months that I wasn’t enjoying the work, I wasn’t contributing in a meaningful way, and I definitely wasn’t feeling fulfilled. In hindsight, I was probably a terrible employee simply because I didn’t see, nor want, a future there.

That day became a crossroads. I could either put my ambitions aside in exchange for the security of a “job for life,” or I could bet on myself and make a change, a change that might actually allow me to feel excited, empowered, and purposeful in my work.

The fact I’m writing this for the Marketing Masterclass Series tells you which path I chose.

Upcoming Events in 2026

I went home that evening, ready to start from scratch. Having always run side hustles and small businesses, where the marketing side was consistently the part I loved most. I decided to lean into that passion. That decision set me on the path to pursuing a marketing degree and ultimately building a career I’m genuinely proud of. So, why digital marketing? It was my final chance at building a career I could be proud of.

How do you switch off?

Rugby League is my switch-off mechanism, and during the season it’s my one non-negotiable. Since starting this journey with Deviation, a lot of my hobbies have had to take a back seat to make room for our growth (honestly, the backlog of video games I think I’ll someday play is getting a bit ridiculous).

But Rugby League keeps me sane. I still (try to) play for a local team, I coach at another, and most of my kids now play the sport in some capacity too. There’s something grounding about it: a couple of big hits on a Saturday afternoon, or watching my U12s team develop into an awesome group of young people and rugby league players.

For those few hours each week, I get to step completely out of the day-to-day and just enjoy the game and the community around it.

What is your favourite Podcast & book in 2025?

I’m not huge on work-related podcasts, I tend to learn more from online journals and blogs, and I’ve always been a bit of a ‘student of the game’ when it comes to reading books about marketing. But as a serious wrestling nerd, I’ll often throw on a wrestling podcast while I’m working. Usually it’s a Chris Van Vliet interview or an episode of NotSam Wrestling, and I can just get stuck into whatever I’m doing.

WATCH THE FULL PODCAST INTERVIEW WITH ASHLEY 👇

As for books, I’m an autobiography guy first and foremost. I haven’t read as much this year as I’d like, but I’m determined to finish Andy Farrell’s autobiography, The Only Way I Know. Farrell is a legend in both rugby league and rugby union, and as someone who also had children young, his journey resonates with me. His story has been a huge inspiration and I’m really enjoying learning more about the person behind the achievements.

For work? I remember reading ‘Made to Stick’ when I first got into the marketing space, and I think that it resonates even more now than it did when I first read the book.

It is actually one of only a few books I have read multiple times. Check it out if you haven’t already!

Who’s been the most influential person or role model in your career and why?

I have been blessed to be surrounded by an array of fantastic people since I finished university. I think from a view of my day-to-day work, that person would either be Stephen Kenwright or Carrie Rose from Rise at Seven (See pic below).

My first gig, post university, was within the SEO team at Rise and I feel I learned so much from both that has not only made me a better SEO but a more well-rounded marketing individual. Seeing the success of both these amazing individuals, both in their time together and since Kenwright’s exit from Rise at Seven inspires me to ‘kick ass’ everyday with what we’re now trying to build with Deviation.

Fun fact about you?

I once met and spoke with (okay more stuttered with) Queen Elizabeth II. My school performed the ‘Royal Guard’ for the Royal Family on their visit to Hull, whilst I was attending Hull Trinity House School. We were told it was highly unlikely that either would speak to us, and then she spoke directly to me. I just about managed to speak and answer.

One dream client – Who?

 Adidas, and it probably isn’t too close to be honest. I fell in love with the shoes because of the marketing campaigns that have then only grown and amplified as I’ve become an adult.

I’m a huge fan of the brand and their campaigns would be an absolute privilege.

What’s your favourite music album & movie of all-time?

The album is a toughie. I’m an Indy nerd. This will surprise a few folks who know me though.  Most will be expecting an Oasis album here, and on a different day “What’s The Story” may well edge it. That being said, I am utterly obsessed and have been for years, with The Verve and their ‘Urban Hymns’ album.

I honestly don’t think there is a single bad track on the tracklist and the bangers? Wow, do they bang! That being said, The self titled ‘Stone Roses’ album… also a banger.

I’ll sit on the fence with movies too, it is really hard to narrow it to one… Give me the OG Rocky films. Give me Harry Potter. Give me the Dark Knight Trilogy – job’s a good ‘un.

If you were to put me on the spot though, I’m taking the animated ‘Killing Joke’ movie (also a batman movie for the non-nerds among us).

What is the biggest opportunity for digital marketers in 2026?

I think Organic Search Marketing is a big opportunity for 2026. But I want to be really clear, search marketing is no longer just ‘Traditional SEO’. I think the diversification of platforms used by audiences to discover information has already started and, for me, 2026 is the year of the off-site preference signals built away from our own website and search may be more effective when executed away from our site (IE: TikTok, YouTube, Reddit, Discord and AI/LLM).

What makes a standout agency? How do you differentiate?

 At Deviation, our differentiation started with how we think about search and discoverability.

We don’t treat SEO, social, PR, content, and creators as separate channels fighting for budget and attention. We see them as interconnected systems that all influence how brands are discovered, by people and by algorithms.

That’s where our Search Everywhere® mindset comes in. We optimise for visibility across the platforms where audiences actually search today: Google, TikTok, YouTube, Reddit, social feeds, and increasingly, AI-powered interfaces.

The question we ask isn’t “How do we rank?” — it’s “How do we get found, trusted, and chosen?”

But strategy alone isn’t enough. What truly makes Deviation stand out is how closely we work with our clients. We don’t hide behind jargon or dashboards — we educate, collaborate, and build alongside teams so they understand why we’re doing what we’re doing. That shared understanding leads to better decisions, faster execution, and stronger long-term results.

Ultimately, our differentiation is simple: we challenge outdated thinking, we connect the dots across channels, and we build strategies that reflect how search actually works today, not how it worked five years ago.

And, in terms of what makes a standout agency, I think it’s the combination of all of the above, creating that proposition and culture where this type of approach is celebrated and developed, and I’m hoping we will be able to look back over the next few years and see that this was the recipe to creating a standout agency in Deviation.

 What do you like and dislike the most about AI?

I’m a huge advocate for AI within organic search. The level of personalisation it enables, and its ability to combine and interpret vast amounts of non-personalised content to achieve this, allows search experiences to feel genuinely tailored to the individual.

When done well, AI can surface the right information, in the right context, at the right time, and that, to me, represents the future of search.

From a marketer’s perspective, that’s incredibly powerful. It forces us to think less about isolated keywords or rankings and more about the broader conversation. We’re now concerned with a user’s  intent, context, and our content’s usefulness.

AI is pushing the industry in a positive direction by rewarding relevance, clarity, and authority and I am here for that in a big way.

My concern, however, is an over-reliance on AI when it comes to developing or delivering strategy. Especially by younger marketers within our industry.

AI is rapidly improving at execution, synthesis, and the creation of ‘scale’, but strategy still requires human judgment, creativity, and lived experience to truly connect in my experience.

Without that, there’s a real risk of homogenised thinking, shallow insights, and strategies that look impressive on paper but lack originality or real-world impact. I have leaned on a ‘The Incredibles’ example here for years… Think of Syndrome (a fellow ginger), the ‘bad guy of the film’ when thinking of strategy,

“In a world where everyone is super… nobody is” is the specific line I lean on here,

I think this translates so eloquently to marketers using AI to develop marketing strategies.

Used correctly, AI should be an enabler, a way to move faster, test more, and unlock better insights. Used incorrectly, it becomes a crutch. The balance is using AI to enhance human thinking and our experience, not replace it, and that’s where I believe the real opportunity lies.

About ASHLEY…

Ashley Liddell is a search and organic marketing specialist with a passion for how people actually discover brands today.

With a background in SEO, Ashley has spent his career thinking beyond traditional rankings, focusing instead on discoverability across platforms like Google, TikTok, YouTube, Reddit, and AI-powered search.

Ashley is now a Co-Founder at Deviation | The Search Everywhere® Agency, where he helps brands connect the dots between search, content, and social discovery, through a multi-channel mindset.

👉Connect with Ashley on LinkedIn
👉Watch the full episode on our Podcast 

 

 

In our latest “offline” edition, we catch-up with Bind’s Joint MD & Co-founder, Oli Hopkinson, and discover his career journey into digital marketing, the biggest AI challenge facing the industry, and his love for the Prodigy & Sopranos. 

Why did you choose a career in digital marketing?

I accidentally tried it and fell in love with it. I wasn’t aiming for a career in digital marketing – I was unemployed, and my brother threw me a lifeline with a job in conversion rate optimisation selling kitchens and bathrooms. That was it.

I became obsessed. Like, properly obsessed – not with kitchens or bathrooms, rather with understanding why people do what they do online. Every click, every scroll, every hesitation was a clue, and I started using those clues to make assumptions about their next move.

I’d come up with a hypothesis, test it, tweak it, and basically turn it into a game – predicting behaviour using the power of habitual living against them. It was like behavioural psychology met chess and I fucking loved it.

Upcoming Event: Paid Media & Performance

Who has inspired you the most in your career to-date?

My old man. Hoppy. He didn’t work in marketing, but he taught me everything that matters about people. About how judgement works, how assumptions shape perception, how presence changes a room.

He was this gentle giant – kind to a fault, but razor sharp. Watching how people reacted to him taught me more about human behaviour than any course or campaign ever could. That’s what I carry into my work – realness, pattern recognition, and never underestimating what’s happening under the surface.

How do you switch off?

I run. Not for medals or Strava kudos – I run because it’s one of the only places I fully switch off. It’s ‘Type 2’ fun I suppose – painful in the moment, beautiful after the fact.

When I’m out there, suffering on purpose, with no screen, no noise, no dopamine drip. Just breath, and the sound of my own feet reminding me I’m still here. That kind of discomfort is my therapy.

What’s been your favourite TV show or series in 2025?

I’m late to it, but The Sopranos hit me hard this year. Watching it felt like a raw, unfiltered study of human psychology. Masculinity vs vulnerability. Loyalty vs self-interest. Legacy vs impulse.

Watching that show made me reflect on how often we live in conflict between who we are, who we pretend to be, and who we’re terrified of becoming. That tension, that mask-wearing… it’s everywhere. In leadership, in branding, in everyday life.

What’s the biggest opportunity for digital marketers in 2026?

In 2026 the biggest opportunity in biddable media is moving beyond ‘set and forget’. Platforms like Google and Meta are becoming more automated by the day which means most marketers are running the same bland campaigns with minor tweaks.

The edge now is in the inputs – the creative strategy, the first-party data, the segmentation logic. Media buyers who think like behavioural psychologists, not just budget shufflers will win. It’s no longer about who spends most, it’s about who understands the auction, the algorithm, and the audience on a deeper level.

If you can decode intent, inject relevance, and feed the machine better questions it’ll print results.

What prompted you to write a book?

I wanted to change a life. Just one. I wasn’t trying to write a bestseller, I was writing to the version of me who needed a slap, a hug, and a plan, all in one sentence.

The goal was simple – if one person picked it up and thought, ‘Fuck it, I’m not done yet,’ then it was worth it.  That’s all I wanted. One ripple that mattered.

The book is available to buy on Amazon.

 

 

What is your favourite album of all time?

Music for the Jilted Generation by The Prodigy. When Break & Enter hits, I’m running through walls.

What excites and scares you  most about AI (specifically within the digital industry)?

The only thing that scares me about AI is how scared marketers are of it. In digital, AI’s not the future, it’s the now. The platforms already use it to optimise auctions, predict behaviour, and write copy.

If you’re not learning how to direct it, you’re already behind. This isn’t about losing control; it’s about levelling up your inputs. AI lets us move faster, test smarter, and personalise at scale. The real risk isn’t the tech, it’s marketers refusing to evolve with it.

Watch The 34-Minute Podcast version with oli (YOUTUBE EDITION)

What’s one thing you would tell your younger self?

When I lost my dad to cancer, suddenly all the day-to-day stress, the worrying, the rushing meant absolutely fuck all. None of it mattered. What mattered was presence. Time. People.

If I could tell my younger self one thing, it’d be this – stop stressing about things that won’t even register in a year. Be here. Fully. That’s the only thing that ever counts.

If you could sign only one “New Client” in 2026 – Who would it be and why?

I don’t chase brands with status or surface cachet. I’m not trying to bag Nike or Apple. I care about culture, and brands with real values baked into their DNA.

We recently signed Clogau, a family-owned Welsh jewellery brand that mines gold from the Clogau St David’s mine in Bontddu. And honestly, they tick every box. Family-led, rooted in heritage, incredible product, and they stand for something no competitor can replicate. That’s the kind of client I’d sign again and again not because they’re loud, but because they’re real.

About Oli…

Oliver founded media agency Bind with his two brothers, Max & Will. He brings the agency side experience to the partnership having been a director in both a big network and a mid-sized independent.

Oliver is also the entrepreneurial brother, starting his first business straight out of university, which he grew and sold 5 years later. He’s also a father, a husband, a charity fundraiser, a mental health advocate, an ultra-runner, and an author.

Oli is the Official Master of Ceremonies (MC) at January’s Digital Superchats e-Event on Paid Media Strategy & Performance.