Jack & Kai: On The Algorithm Myths Costing B2B Brands Reach

In this episode of The Build Up Podcast, we sit down with Jack and Kai, two in-house creatives at Aspen Group, who create media and social content across up to ten different brands. Their story challenges the traditional agency model: instead of working across categories as consultants, they're embedded in the business, creating consistent visual identity and brand narratives for a portfolio of construction and engineering companies. Jack brings over six years of video production experience, starting from freelance work through property videos and high-end TV production, before joining Unilite (now part of Aspen Group) as their first in-house videographer. Kai's journey is equally unconventional—trained in traditional art and design, he dived into the digital side almost by accident, working through photography, the full Adobe suite, and collaborative projects before landing in-house at Aspen. They talk about the rare thing it is to have talented, dedicated creatives building brands from the inside; why the in-house model costs more upfront but pays for itself in speed, consistency, and understanding; what actually works on social media (and what doesn't); why you need to think like the customer, not the engineer; the myths about algorithms and reach; and how to spot which of your B2B portfolio brands should lean into video, which should stay visual-led, and why one size never fits all. This is a masterclass in embedded creative strategy—what it looks like when your best people stay, own the work, and spend years learning your business inside out. And a reminder that the boring, construction-adjacent engineering space is where some of the most creative, brand-building work is actually happening. Stay connected with dissident creative agency : https://linktr.ee/dissidentagency Subscribe now and don't miss future episodes of The Build Up Podcast!