Uncensored CMO
141 episodes - English - Latest episode: 15 days ago - ★★★★ - 24 ratingsThe Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice.
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Episodes
B2B brand building in the era of AI with Jon Lombardo and Peter Weinberg
June 12, 2024 00:00 - 50 minutes - 93.6 MBListeners of have shown me time and again that you want more B2B content, so in this episode I'm joined again by the Les and Peter of B2B, Jon Lombardo and Peter Weinberg (previously of the LinkedIn B2B Institute). We discuss why B2B marketing departments need to put their focus on building brands rather than talking about product features, why distinctive assets continue to be an essential part of any brand, and we find out what the B2B boys will be doing now they've left LinkedIn....
Cannes Lions CEO on the power of creativity, the creator economy and making connections - Simon Cook
June 05, 2024 04:00 - 40 minutes - 76.3 MBEvery year, the advertising industry descend upon the south of France to meet up in Cannes over a glass of rosé to celebrate the power of creativity. So I thought it was about time that I caught up with the CEO of Lions, Simon Cook, to discuss why creativity matters. The conversation ranges from how can you make the case for creativity in business while budgets are strained, to what you can expect this year from Cannes Lions. Timestamps 00:00 - Start 01:37 - Origins of Cannes Li...
How Cadbury turned "Glass and a Half in Everyone" into one of the most effective campaign ideas in the world
May 29, 2024 00:00 - 54 minutes - 49.6 MBIn this episode, we talk about one of my all time favourite brands, Cadbury. They're also one of the best performers on the System1 database, consistently creating five star work. To find out more about the work I'm joined by David Boscawen from VCCP, also known as Bosco, and Gui Ferreira who's recently joined Cadbury, bringing an outside perspective on what it means to take over an iconic brand with 200 years of heritage. Timestamps: 00:00 Intro 00:46 Gui's background 03:27 Dav...
From Hamlet to Haribo: the serious case for humour - Trevor Robinson
May 22, 2024 00:00 - 50 minutes - 94.4 MBIn this episode, we're talking about a very, very serious topic. Humour. It turns out humour is not just funny, but it's good for business. In fact, humour in advertising is one of the most effective things you can do to make people remember you and buy your products. I'm catching up with someone who knows all about humour. Trevor Robinson was the creative behind some of the most iconic and funniest ads of all time, including Tango from the 1990s. And I caught up with Trevor to fin...
How Monzo used emotional advertising, a hot coral card & customer obsession to become Britain's best bank - AJ Coyne
May 15, 2024 05:00 - 42 minutes - 78.7 MBMonzo Bank has fast become Britain's favourite bank, offering a customer focused online banking approach that consumers were craving. When Monzo started in 2015 they managed to challenge the incumbent banks with their distinctive "hot coral" card and referral scheme. 9 years later they are an established brand in the category and AJ Coyne has been tasked with creating emotional advertising to help continue to grow their market share. Timestamps 00:00 - Intro 00:44 - AJ’s marketin...
Snapchat CMO on fixing social media, being creative leader of the decade and lessons from Dan Wieden - Colleen DeCourcy
May 08, 2024 05:00 - 42 minutes - 78.8 MBColleen DeCourcy is the Chief Creative Officer at Snap, having previously spent over a decade at Wieden+Kennedy as co-president and Chief Creative Officer, working on some of the largest brand accounts in the world. In this episode we talk about Colleen's time at W+K, some of her favourite quotes from Dan Wieden and how she's now tackling brand at Snapchat. Timestamps 00:00 - Intro 01:22 - Colleen DeCourcy background 03:30 - Winning creative leader of the decade 06:30 - Colleen’s t...
Scott Galloway on the end of the brand era, monetising rage and how to create wealth
May 01, 2024 05:00 - 1 hour - 133 MBScott Galloway is Professor of Marketing at NYU Stern School of Business and host of the Prof G and Pivot podcasts. In this episode Prof G lives up to the billing as the most uncensored guest on the podcast ever. We cover lots of ground, including his secret to success with Prof G media, what the #1 skill for all marketers should be, why brand is dead and how to build wealth. We recorded this episode as Scott releases his new book The Algebra of Wealth: A Simple Formula For Success,...
From bust to Boom! How Red Bull, ITV and Lloyds supercharge their people for serious growth - Scott Morrison
April 24, 2024 05:00 - 49 minutes - 92.8 MBToday we're talking about more Boom! and less bust with Scott Morrison, the inspirational, energizing coach that teaches marketing teams how to be more successful, how to turn around business, how to win pitches and more. Timestamps 00:00 - Intro 00:47 - Where did the name Boom come from 01:31 - Scott’s background at Saatchi&Saatchi 04:57 - What is Nike’s secret sauce 09:48 - Scott’s career failures 13:27 - Working on the Diesel brand 17:37 - How to go from bust to Boom! 40:11 - H...
A CMO Masterclass - how John Lewis redefined emotional advertising - Craig Inglis
April 17, 2024 05:00 - 1 hour - 118 MBToday we're talking about what makes a great CMO. One of the CMOs that I've admired throughout his career is Craig Inglis, who famously was a CMO for John Lewis for many years, making those ads that you saw at Christmas and really defining the genre of Christmas advertising. Timestamps 00:00:00 - Intro 00:00:50 - Craig’s marketing background 00:02:25 - Craig’s biggest marketing failures 00:09:34 - How to have a long tenure as a CMO 00:13:24 - How to be a great CMO 00:23:53 - ...
Should’ve gone to Specsavers, how a simple brand idea created a winning vision for the company - Peter Wright & Nicola Wardell
April 10, 2024 05:00 - 57 minutes - 108 MBOne of my favourite campaigns of all time is "Should've Gone to Specsavers" an idea that has completely transformed the Specsavers business. I speak to their CMO, Peter Wright and the MD of their in house creative team, Nicola Wardell, about how they've taken the idea and produced some of the best advertising on the System1 database. Watch the episode on YouTube. Timestamps: 00:00 - Intro 00:59 - How Peter and Nicola ended up on Guernsey 03:02 - The Specsavers story 04:37 - Th...
How Guinness became Britain's favourite pint - Stephen O'Kelly, Global Brand Director
April 03, 2024 05:00 - 48 minutes - 44.9 MBHow does someone create advertising for a brand that is over 150 years old? That is exactly what Stephen O'Kelly has been tasked with as Global Brand Director at Guinness, one of the most iconic brands in the world. Recorded from the Connoisseur bar at the Guinness Storehouse in Dublin, this episode of Uncensored CMO is special. Not just because of how much history is involved in the brand, but the fact that Stephen is a fourth generation employee, carrying on the legacy of his fami...
Copy that works, a copywriting masterclass with Vikki Ross
March 27, 2024 06:00 - 1 hour - 124 MBVikki Ross is a copywriting expert. Having worked for some major brand in the past two decades, she knows a thing or two about branding and tone of voice. This episode is a copywriting masterclass. We start by delving into the principles of great copy, before looking at it in action with our very own Copy Safari (where we go out into the world to find real ads), and then round off by asking the big question; is AI going to replace copywriters? Links Eats, Shoots and Leaves book E...
Ritson on Advertising Effectiveness with special guest Guilherme Ferreira VP Global Marketing Cadbury
March 20, 2024 06:00 - 48 minutes - 44.8 MBWe're doing things a little bit differently this week. I've just recorded a webinar with Mark Ritson on advertising effectiveness with a very special guest, the VP for global marketing, Gui Ferreira from Mondelez. They are responsible for some of the epic Cadbury work that has scored right at the top of the System1 charts. We discussed what makes their advertising so good, what are the principles of advertising effectiveness and what can we learn? Watch the ads referenced in this p...
How Liquid Death founder, Mike Cessario, created a billion dollar water brand
March 13, 2024 06:00 - 1 hour - 121 MBToday I'm joined by Mike Cessario, the founder and CEO of Liquid Death, a water brand worth $1.4b. With the use of creative brand marketing and punk aesthetic, Mike was able to break into the biggest beverage category in the US and disrupt market dominated by huge brands such as Coke and Pepsi. This is a truly inspirational story on how you can defy the odds, break convention, disrupt a category and do it all on a shoestring budget. If you're a challenger brand, this is a must liste...
Creativity driven performance, CPG lessons for SaaS and the power of distinctive assets - Michelle Taite, Mailchimp
March 06, 2024 06:00 - 44 minutes - 83.1 MBAs Chief Marketing Officer, Michelle Taite leads Intuit Mailchimp’s Marketing teams and is responsible for the business’ end-to-end brand, acquisition, performance, product, and lifecycle marketing activities globally in addition to Mailchimp's in-house creative agency Wink. Joining just after Mailchimp's $12b acquisition, Michelle had the task of integrating their marketing into the wider Intuit team. Intro 00:00 - Intro 00:48 - Starting out desigining sneakers 02:39 - From New B...
Amazon’s Chief Creative Officer on the power of emotional advertising, distinctive brand assets and delivering at speed
February 28, 2024 06:00 - 37 minutes - 70.3 MBJo Shoesmith is the Global Chief Creative Officer at Amazon. She leads lead brand creative, design, production, social, and brand identity functions, as well as agency partnerships, in the largest fixed marketing portfolio investment at Amazon. 00:00 - Intro 01:04 - From rural Australia to Los Angeles 01:58 - From agency to client side 04:44 - That famous Jeff Bezos marketing quote 05:50 - What does the Chief Creative Officer at Amazon do 07:41 - Creating emotional, brand building...
How a new brand character challenged Whisky conventions to help The Woodsman double market share
February 21, 2024 06:00 - 38 minutes - 72.3 MBToday I'm speaking with Whyte and Mackay Marketing Director Janice McIntosh and Mr President (their agency) CCO Jon Gledstone about the launch of their new campaign for The Woodsman brand. The "Well Earned" campaign score a whopping 4.8 stars on the System1 test and saw the launch of a brand character, Barry the Beaver, in a move that defies convention in the traditional Whisky category. From internal battles to hurdles presented by the regulators, both Whyte and Mackay and Mr Presi...
Rising from the ashes: the inspirational story of overcoming tragedy with Bozoma Saint John (former Netflix CMO)
February 14, 2024 06:00 - 54 minutes - 102 MBBozoma Saint John is a Hall of Fame Inducted Marketing Executive, Entrepreneur and Author of her memoir, The Urgent Life. Her career has included roles as the Global CMO of Netflix, CMO of Endeavor, CBO of Uber, Head of Marketing of Apple Music & iTunes and Head of Music and Entertainment Marketing at PepsiCo. Follow Boz Instagram LinkedIn Twitter/X Her book - This Urgent Life Follow Jon Jon's LinkedIn Jon's Twitter Watch the Uncensored CMO on YouTube Timestamps 00:00 - S...
The secrets to Super Bowl success with Michelob ULTRA's Ricardo Marques
February 07, 2024 06:00 - 49 minutes - 93 MBToday we’re diving deep into the high-stakes world of Super Bowl advertising with a very special guest—Ricardo Marques, the VP of Marketing for Michelob ULTRA. Ricardo, a veteran with 19 years at AB Inbev and the marketing maestro behind Michelob ULTRA's growth. He is here to share his playbook on how to score big during the most anticipated advertising event on American television. In this episode we get an exclusive look at how Michelob ULTRA prepares for the Super Bowl. Ricardo ...
The flamingo effect: how Very made their retail brand sparkle - Jessica Myers Very CMO
January 31, 2024 06:00 - 49 minutes - 93.5 MBToday we're joined by Jessica Myers, CMO of The Very Group. Previously Jess was CMO at Metro Bank and has since made the transition to the highly competitive retail market. At Very, she has overseen the launch of a brand new fluent device; the pink flamingoes. The campaign featuring the new characters scored a whopping 5.7 stars on the System1 scoring platform, Test Your Ad, amongst the very best ads made this year. Timestamps 00:00 - Intro 00:52 - Jess’ background 06:11 - Marketi...
Creating the Metaverse, lessons from Google Glass and the Whitehouse - Dave Kaufman, Meta
January 24, 2024 06:00 - 59 minutes - 111 MBDave Kaufman is responsible for the marketing for one of the biggest tech bets of all time; the Metaverse. As Director of Global Marketing for VR and the Metaverse for Meta (formerly Facebook), it's fair to say Dave has a pretty sizeable task on his hands. He's no stranger to large marketing bets, having been on the marketing team for Google Glass, which ultimately failed. But sandwiched in-between working for Google and Meta, Dave worked for Obama's Whitehouse for the United States...
A B2B marketing masterclass with PwC's Global CMO, Antonia Wade
January 17, 2024 06:00 - 1 hour - 123 MBToday I'm joined by Antonia Wade, Global CMO at PwC and Author of The B2B Buyer Journey. This episode is a true B2B masterclass. We break down the importance of brand, reputation and relationships vs what people traditionally think is important in B2B. We also break down each stage of the marketing funnel to find out how best to reach them at every point in the buyer journey. Links Antonia's LinkedIn Antonia's Book Jon's LinkedIn Jon's Twitter Watch the Uncensored CMO on YouTu...
Les & Sarah’s big review of the year
January 10, 2024 06:00 - 1 hour - 159 MBOne of the most popular episodes of all time was my first with Sarah Carter and Les Binet, so I'm bringing them back to do a review of 2023. We talk about what makes Les cry and if AI is going to take over our jobs. Links Jon's LinkedIn Jon's Twitter Watch the Uncensored CMO on YouTube Timestamps 00:00:00 - Intro 00:01:05 - Les’ favourite ads of 2023 00:04:45 - Sarah’s favourite Christmas ads 00:07:15 - Wear out 00:12:30 - Why familiarity breeds contentment 00:17:42 - Hav...
How confused.com challenged the meerkats on smaller budgets - Sam Day
January 03, 2024 06:00 - 52 minutes - 97.4 MBNow in this episode, we're talking about one of the most competitive markets in the world - insurance comparison. Anyone who's followed this market will know just how intense it is. And how do you build a brand when you don't have a product yourself, but you're selling someone else's product? Well, it's one of those situations where marketing is all important and advertising can make all the difference to your success. I'm catching up with Sam Day, who's been the CMO of confused.co...
Reloaded: How to be a successful challenger - Adam Morgan (2020)
December 27, 2023 06:00 - 56 minutes - 51.3 MBToday I'm revisiting episode 3, with Adam Morgan, founder of eatbigfish and author of Eating The Big Fish, The Pirate Inside and A Beautiful Constraint to find out what it takes to become a successful challenger. Adam shares his tips for creating a challenger brand, transforming your culture and the power of constraints to driving innovation. In this episode: Why being No.2 is better How he turned the anger of his project being shelved into a career-defining opportunity Being tu...
Top 10 marketing and behavioural science insights with Nudge host, Phill Agnew
December 18, 2023 06:00 - 1 hour - 116 MBToday I'm joined by Phill Agnew, senior product marketer at Buffer and host of Nudge, the only podcast dedicated to consumer psychology, and the other podcast that regularly hits the top spot of the UK marketing charts. In this episode we share 5 behavioural science "nudges" and 5 marketing lessons that we've taken from our respective podcasts and careers. Links Nudge podcast Jon's LinkedIn Jon's Twitter Phill's LinkedIn Phill's Twitter Timestamps 00:00 - Intro 01:19 - How d...
How Just Eat used celebrities and jingles to help them become market leader - Susan O'Brien
December 13, 2023 06:00 - 43 minutes - 80.5 MBToday I'm joined by Susan O'Brien, who is the VP Brand at Just Eat Takeaway. Just Eat are famous for their ads with celebs such as Snoop Dogg and Katy Perry, but are even more well known for their catchy jingle "Did somebody say...?". In this episode we break down Susan's career and how to make such an effective campaign. Timestamps 00:00 - Start 01:16 - How Susan got into marketing 03:43 - Freelancing 07:30 - The secret to longevity as a marketer 09:44 - The realities of bein...
No GUT no glory; from startup to Cannes Lions agency of the year in 5 years - Anselmo Ramos
December 06, 2023 06:00 - 1 hour - 126 MBAnselmo Ramos is the co-founder and Creative Chairman of GUT, a global independent creative agency with offices worldwide. He, along with his co-founder Gaston Bigio, opened GUT in 2018 with the goal of being the go-to agency for the world’s biggest brands, including Popeyes, Philadelphia Cream Cheese and Tim Hortons, among others, who are looking to do brave work and long-term bold brand building. Prior to co-founding GUT, Anselmo was the co-founder of award-winning global creative...
Creativity, Christmas and a Cardiac Crisis - Vicki Maguire, Havas
November 29, 2023 06:00 - 52 minutes - 98.4 MBVicki Maguire is the Chief Creative Officer at Havas London, responsible for some of the best ads of all time. Notably Asda's Elf ad in 2022 which is the happiest ad we've ever seen at System1, and the British Heart Foundation campaign with Vinnie Jones that literally saved lives. Timestamps 00:00 - Start 02:41 - Vicki’s background 07:32 - How Vicki got into advertising 11:53 - British Heart Foundation and Vinnie Jones 20:30 - The Asda Elf Ad with Will Ferrell 35:39 - Taika Waitit...
How Airbnb bounced back from losing 80% of their business with long term brand building - Nancy King
November 22, 2023 06:00 - 44 minutes - 83.1 MBNancy King is the VP of Marketing at Airbnb. She leads Airbnb's global brand marketing team, performance marketing, marcom and social media teams. Prior to Airbnb, Nancy 20 years working across a mix of agencies, start-ups and as a founder of a strategy consultancy. Timestamps 00:00 - Intro 00:48 - Nancy’s background as a creative 05:16 - What can people learn from both agency and client side experience 07:08 - Origins of Airbnb 08:42 - The phases of Airbnb 09:54 - Losing 80%...
The divided brain, attention and how we see the world - Dr Iain McGilchrist
November 15, 2023 06:00 - 48 minutes - 90.6 MBDr Iain McGilchrist is a psychiatrist, writer, and former Oxford literary scholar. McGilchrist came to prominence after the publication of his book The Master and His Emissary, subtitled The Divided Brain and the Making of the Western World. His work formed the basis of Orlando Wood's books on advertising, Lemon and Look Out. Timestamps 00:00 - Intro 01:09 - Iain McGilchrist background 06:05 - Hasn’t the myth of the right and left brain been debunked 12:48 - The changes in society...
The Mac is back: how Wieden+Kennedy gave McDonald's its swagger
November 08, 2023 06:00 - 47 minutes - 89.5 MBIn this episode I'm joined by Tass Tsitsopoulos, Strategy Director, and Brandon Pracht, Managing Director for the McDonald's global advertising team at Wieden+Kennedy. I catch up with them to find out how they brought McDonald's swagger back with some of their most memorable and effective work in recent years, including the "Famous Orders" and "As Featured In" campaigns. Timestamps 00:00 - Intro 00:56 - The difference between UK and US agencies 03:15 - How did Brandon get into adv...
How NBCU harnesses the power of entertainment; iconic shows, reality TV and the Olympics - Josh Feldman
November 01, 2023 06:00 - 33 minutes - 62.7 MBJosh Feldman serves as Global Chief Marketing Officer, NBCUniversal Advertising and Partnerships. Feldman is responsible for driving how the NBCUniversal’s Advertising and Partnerships division shows up in the marketplace, leading creative executions that span Upfronts and industry-first events. He oversees the entire Marketing and Content Partnerships group, comprising the division’s Commerce, Content and Talent Partnerships, Creative, Marketing, Strategic Initiatives, and Trade ...
How Salesforce built the world's most successful B2B brand - Colin Fleming
October 25, 2023 05:00 - 43 minutes - 81.8 MBOne thing we don't talk enough about on the Uncensored CMO is B2B. Specifically, B2B companies that are investing in their brand. One such company is Salesforce, who are a true force in the B2B tech world. I caught up with their EVP of Brand Marketing, Colin Fleming, a former Red Bull Racing driver, who gave us an insight into why their brand marketing has been so effective. From Super Bowl ads and partnering with Matthew McConaughey, to building recognisable brand characters and ev...
The state of D2C and nailing your personal brand; advice from serial entrepreneur Tash Courtenay-Smith
October 18, 2023 05:00 - 1 hour - 118 MBTash Courtenay Smith is a serial entrepreneur, renowned digital marketing expert, and best-selling author. Starting out as a journalist for the Daily Mail, Tash went on to found Talk to The Press, the Notting Hill Shopping Bag Company, Luminositie and now runs Bolt Digital. Tash also runs D2C Live, an event bringing together the best minds in Direct-To-Consumer. This conversation with a true entrepreneur covers topics such as the state of D2C, building a personal brand and inspiring...
Mark Ritson on the best campaign of the year, Britain's favourite pint & why being different still matters
October 11, 2023 05:00 - 1 hour - 128 MBThe Gary Vee of Australia is back in the Uncensored CMO hot seat. That is, of course, everyone's favourite marketing professor, Mark Ritson. In this episode we talk about the best campaigns of the year, Mark's most popular articles and why he thinks the US is lagging behind the rest of the world. Watch Cadbury Garage Timestamps: 00:00 - Intro 00:31 - What’s going on in marketing in 2023? 02:19 - Why US marketers are off the pace 05:10 - Ehrenberg Bass and academic literature 06:5...
How LEGO used play time to unlock creativity - Julia Goldin, Global CMO, LEGO
October 04, 2023 05:00 - 43 minutes - 81.6 MBJulia Goldin is the Global Chief Marketing and Product Officer for the world's no. 1 toy brand, LEGO. Prior to joining the LEGO Gin 2014, Julia was Global CMO at Revlon. She also had a 13-year career with Coca-Cola, where she held several senior global and regional marketing roles, including Division Marketing Director of Northwest Europe and deputy Chief Marketing Officer of Japan. Timestamps 00:00 - Intro 00:53 - Julia’s background 01:57 - How did Julia become a CMO? 04:46 - What...
The myths of marketing live with Tom Goodwin
September 27, 2023 05:00 - 55 minutes - 103 MBTom Goodwin is back for our first ever live event in London. As uncensored as ever, we cover all things digital transformation to the biggest myths in marketing, this time with some thought provoking questions from a live studio audience. Timestamps: 00:00 - Start 01:06 - Tom’s background 03:21 - Why Tom kept getting fired 05:08 - What technology will change our lives? 08:34 - We don’t care about consumers 10:21 - What opportunites are there? 12:45 - Things that aren’t changing 16:...
TikTok sensation Rob Mayhew on turning his passion into a business
September 20, 2023 05:00 - 1 hour - 148 MBFor a very special edition of the podcast (episode 100!) I'm joined by a very special guest, Rob Mayhew, TikTok sensation and Creative Director at Gravity Road. Rob's witty commentary on the industry comes in the form of his hugely entertaining short-form videos, which often go viral on TikTok and on LinkedIn. Having found himself between jobs during COVID, Rob dug into his comedy roots and started posting up to 8 videos a day on TikTok which have grown in popularity exponentially o...
The business of creativity - Sir John Hegarty
September 13, 2023 05:00 - 55 minutes - 104 MBAdvertising legend Sir John Hegarty returns to the podcast to discuss why he created a course focused on the business of creativity. If you've listened to the podcast before you'll know how important I think creativity is to drive business results, and so when Sir John announced he was creating this course, I had to get him back on the podcast to discuss. Learn more about the course here. About Sir John Hegarty He was a founding partner of Saatchi and Saatchi in 1970. And then TBW...
The extraordinary cost of being dull - Peter Field and Adam Morgan
September 06, 2023 05:00 - 56 minutes - 105 MBMarketing waste is one of the biggest issues facing our industry. So when marketing legends Peter Field and Adam Morgan reached out to me to talk about their new work on the impact of dull advertising on brands, I immediately got them on the podcast. In this fascinating episode we discuss why you really can’t afford to bore your audience with your ads anymore. What have Adam and Peter learnt over 40 years about the actual cost of dull marketing to businesses, to brands and even to ...
How Lucky Saint created the non-alcoholic beer category - Luke Boase, Founder
August 30, 2023 05:00 - 1 hour - 118 MBHow do you create a brand in a sub-category where only a handful of major brands operate a product line, from scratch, having never worked in the industry before? Well, Luke Boase did exactly that when he founded Lucky Saint, the worlds first alcohol free only brand. From finding a brewing partner to create an enjoyable alcohol free beer, raising money from investors to almost losing the business during COVID, this episode has it all. Timestamps: 00:00 - Intro 01:23 - Life before ...
Orlando Wood on Advertising
August 24, 2023 05:00 - 47 minutes - 88.6 MBLong time returning guest Orlando Wood is back in the hot seat, talking all things advertising. We look back on his two IPA bestselling books, Lemon and Look Out, to discuss how the two sides of the brain attend to the world differently and how this impacts advertising both on TV and digital. We also discuss some of Orlando's favourite recent adverts and why he likes them. Timestamps: 00:00 - Intro 01:32 - Who is Orlando Wood 02:50 - Orlando’s latest work 03:54 - Is Orlando only t...
"Who Gives a Crap" on DTC vs retail, small budgets and their first TV campaign - Emily Kraftman, Managing Director UK
August 09, 2023 05:00 - 45 minutes - 85.6 MBEmily Kraftman is the Managing Director for UK & Europe for a brand who are disrupting a category no one else thought to, toilet paper. That brand is, of course, Who Gives A Crap. Their quirky nature, fun packaging and strong stance on sustainability are helping them make a dent in a big-brand dominated category. Emily has had quite the career, starting out working on Stella Artois, before leaving the corporate life to join a young Deliveroo to head up their "Rider Marketing" divisi...
What the marketing industry is truly terrified of - Tom Goodwin
August 02, 2023 05:00 - 58 minutes - 110 MBThe return of Uncensored CMO podcast legend Tom Goodwin. In this final flourishing episode recorded from Cannes Lions Festival of Creativity, in what has become our annual chinwag, we riff on everything from how advertising thinking can build big businesses to why marketeers invest in celebrities, despite the data not backing the value equation. What would our ideal Cannes festival look like? What would we do differently next year…. and where? And why we want to bring back the Tango...
Selling Uncommon, the death of advertising and a British original - Nils Leonard
July 27, 2023 05:00 - 1 hour - 128 MBNils Leonard is returning to the Uncensored CMO podcast after selling his agency, Uncommon to Havas. We discuss what's next, why he feels it's an investment not an acquisition, what AI means for creativity, culture and more. Timestamps 00:00:00 - Intro 00:01:11 - Selling Uncommon to Havas 00:02:10 - What does partnering with Havas allow them to do? 00:08:22 - How did the team react? 00:09:50 - Expanding to the US 00:12:22 - What’s changing? 00:14:42 - Part 2: What’s new with Uncomm...
Sir Martin Sorrell on the 5 biggest ways AI will change marketing
July 20, 2023 05:00 - 53 minutes - 99 MBIn this episode, I am talking to one of the titans of our industry, someone who I think has had a bigger impact on our industry than perhaps anybody else. He is Sir Martin Sorrell founder of WPP, the biggest holding company in the world. He has since gone on to set up S4 capital, so now finds himself in the challenger position rather than the dominant player. I wanted to talk to Sir Martin about what he sees as the biggest challenges facing our industry today and what are the disru...
MAD//Fest LIVE - how to ride the storm with Britain’s leading retail CMO’s
July 14, 2023 08:00 - 40 minutes - 75.2 MBIn a special live from MAD//Fest edition of Uncensored CMO, I'm joined by some of the country's top CMO's on a panel about riding the storm in retail. Very’s Jessica Myers, Alex Rogerson from Morrisons, Adam Zavalis (formerly Aldi) and Pete Markey from Boots join me on the panel. But, ladies and gentlemen, there is more! This is a double header of Uncensored CMO, as I also caught up with some people live on the floor at MAD//Fest, including Heineken CMO Michael Gillane and revealin...
From selling Tea to the British to Latin America's largest e-commerce business - Sean Summers, Mercado Libre
July 12, 2023 05:00 - 55 minutes - 104 MBIn a career that's spanned selling Tea to the British as Marketing Director at Twinings, to now CMO at the largest e-commerce business in Latin America, Sean Summers knows a thing or two about marketing (at all levels). I catch up with him at Cannes to discuss his career, what it's like scaling a business from $300m to $10b in revenue and what he thinks of the latest trends like AI. Timestamps 00:00 - Intro 01:04 - Why is Sean in Cannes? 02:25 - What creates an award winning campa...
Marketing Britain’s largest supermarket in a cost of living crisis - Alessandra Bellini, Tesco
July 05, 2023 05:00 - 58 minutes - 109 MBAllessandra Bellini is the Chief Customer Officer at Tesco, the largest supermarket in the UK. Previously she's held roles at agencies, before 21 years at Unilever rising up through the ranks to some very senior positions. Tesco are a huge household brand to represent in the UK, and Allessandra and her team have created some exceptional work over the years, including the well received "Food Love Stories" campaign. We talk all about those campaigns, how they scored on the System1 dat...