Uncensored CMO
145 episodes - English - Latest episode: 3 days ago - ★★★★ - 24 ratingsThe Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice.
Homepage Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Episodes
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...
MAD//Fest - From contemporary dance to craft beer revolution? - Tom Rainsford, Beavertown Brewery
June 29, 2023 05:00 - 1 hour - 125 MBTom Rainsford has been named as one of the Top 50 creative minds in the country. After a surprising start to his career (that still stands him in great creative stead even now), Tom has grown a challenger brand into a household name and now leads the Marketing at one of the coolest brands on the planet – Beavertown Brewery. What does Tom see as the magic ingredients for successful brand growth, why does he believe culture and fact-based emotion are they key and how is he going to ...
Rory Sutherland, the Master of Madfest, on why behavioural science should get awards
June 27, 2023 05:00 - 41 minutes - 77.7 MBLive from Cannes, third time returning guest Rory Sutherland gives us his views on just how good this year’s Festival of Creativity is, what should be awarded, AI vs AI, what we should be looking for as marketeers in current trends and the value that behavioural science brings to creativity. He also talks about what he is looking forward to on the road to another great festival – Madfest, and why he is doing his Mad Masters course. What we covered in this episode: Why Rory thinks...
Cannes Lions - The Triple Opportunity of Attention with Karen Nelson-Field, Orlando Wood, Rob Brittain
June 23, 2023 05:00 - 23 minutes - 44.1 MBIn this episode I'm joined by three more effectiveness titans in my Cannes special coverage. Karen Nelson-Field, Rob Brittain and fan favourite Orlando Wood join me to talk about the triple opportunity of attention.
Cannes Lions - The 3rd Age of Effectiveness with Les Binet, Grace Kite & Tom Roach
June 21, 2023 07:13 - 24 minutes - 45.5 MBFollowing on from the IPA EffWorks and WARC session on the Terrace Stage in Cannes, I speak to effectiveness legends, Les Binet, Grace Kite and Tom roach to outline the big shifts in advertising effectiveness in the digital era, suggesting that we’re leaving the trough of disillusionment and moving onto the plateau of productivity. Register for the IPA webinar: https://ipa.co.uk/events-listing/the-3rd-age-of-effectiveness Digital once promised so much in terms of effectiveness, ef...
Managing the biggest beauty brand in the world - Lex Bradshaw-Zanger, L'Oreal CMO
June 14, 2023 05:00 - 51 minutes - 96.2 MBLex Bradshaw-Zanger is the Chief Marketing & Digital Officer for L’Oréal South Asia Pacific, Middle East & North Africa Region. Prior to this role, Lex was the CMO for the UK & Ireland, held roles in the Western Europe Zone and was Chief Digital Officer for the L’Oréal Middle East and Africa Region. Prior to L’Oréal, Lex was with McDonald’s and Facebook. He is a recovered ad-man having spent over 10 years in the agency world, with both WPP and Publicis – his last role was Regional D...
A marketers guide to a squiggly career - Helen Tupper, Amazing If
June 07, 2023 05:00 - 55 minutes - 105 MBWork is fundamentally important to the quality of our lives and we are surrounded by more change and choice than ever before. Our careers have become far less predictable and increasingly 'squiggly'. In this episode I have a chat with Helen Tupper, co-founder of Amazing If and co-author of "The Squiggly Career: Ditch the Ladder, Discover Opportunity, Design Your Career". Subscribe to the podcast on YouTube -> Find out more about Helen: The Squiggly Career Book Squiggly Careers P...
Managing the worlds largest drinks brands (Guinness, Johnnie Walker, Smirnoff & more) - Ed Pilkington, CMO Diageo NA
May 31, 2023 05:00 - 45 minutes - 84.6 MBEdward Pilkington is the Chief Marketing & Innovation Officer at Diageo North America, managing a portfolio of the biggest brands in the world, including Guinness, Johnnie Walker, Baileys, Smirnoff and more. If theres anyone that understands how to run marketing for huge brands, it's Ed, and he certainly brings his wealth of experience to this conversation.
How Google put humanity into technology - Nishma Robb, Google UK
May 24, 2023 05:00 - 1 hour - 118 MBNishma is responsible for leading brand and reputation marketing for Google in the UK. She has led many of Google’s acclaimed projects and campaigns including Digital Garage, This is My YouTube, the Google Executive Summit, Brandcast, ThinkwithGoogle and Be Internet Legends. Nishma is a Board Director at the School of Marketing and is proud to be a Fellow of the Marketing Society. Her accolades include Ad Age’s Woman to Watch, Europe (2018), Campaign A List (2017, 2018 and 2019), ...
How to really understand your audience - Yusuf Chuku, NBCUniversal
May 17, 2023 05:00 - 36 minutes - 68.7 MBYusuf has worked across most flavors of planning and strategy making him one of the few genuine hybrid strategists. His experience spans a number of the world’s leading corporations including Microsoft, BMW, Samsung, Kimberley-Clark, Kraft and Verizon. He is currently EVP, Client Strategy at NBCUniversal. Early ambition to become a city trader Falling into media planning Wearing trainers to work Selling the internet in 1995 Crossing the creative and media divide Why all thing...
From Mouldy Whoppers to Old Age Cows - Fernando Machado, NotCo CMO
May 10, 2023 05:00 - 46 minutes - 87.4 MBToday I'm joined by one of the most influential and successful CMOs on the planet, Fernando Machado, of legendary Burger King fame. He went on to work at Activision and now is CMO at NotCo. Fernando is a creative genuis, he's been awarded many, many times I've started to lose count (over 200 Cannes Lions). I wanted to catch up with Fernando and find out what makes a great creative marketer, was that "Mouldy Whopper" campaign actually worth it, and why did they sponsor a low league ...
Mastering the client-agency relationship - Richard Warren, prev. Lloyds Banking Group & Lowe
May 03, 2023 05:00 - 53 minutes - 99.5 MBRichard Warren has spent his career working in and growing agencies, but most recently has worked in house at one of the UK's largest banking group, Lloyds. In 2000 Richard founded DLKW as Director of Strategy, which grew to become the the UK’s largest independent agency, before merging with Lowe in 2010. As someone who has spent time on both sides, I wanted to catch up with Richard to find out how to make the most of the agency-client relationship.
From start up to £10 billion; building the ultimate challenger brand - Rebecca Dibb-Simkin
April 26, 2023 05:00 - 49 minutes - 93.2 MBRebecca Dibb-Simkin is the Chief Product and Marketing Officer at Octopus Energy Group. Previously at British Gas, Rebecca has helped scale Octopus into an impressive challenger brand with over 50k customers and $10b in revenue. What we covered in this episode Responding to a job ad written by Rory Sutherland From the tax department to marketing Being rejected on graduate schemes Poetic job applications Marketing jargon that needs to be ditched Why being close to the customer...
Humour, purpose & beating imposter syndrome - Jo Arden, Ogilvy UK
April 19, 2023 05:00 - 46 minutes - 86.9 MBJo Arden is the Chief Strategy Officer of Ogilvy UK, and she joins me on the podcast to talk all things strategy. What's involved, why it's important and how to make a career of it. Jo's experience is vast, not landing a "strategy" role until her 30's and since has had senior roles at Publicis•Poke and MullenLowe. Here's what we covered in our chat: How Jo got into strategy Her winding path from PR through business development and into strategy What does a Chief Strategy Officer...
Eyebrow raising McDonald's advertising - Chaka Sobhani, Leo Burnett
April 12, 2023 05:00 - 43 minutes - 80.6 MBChaka Sobhani is Chief Creative Officer of Leo Burnett London. With 20 years of experience as an award winning director, writer and creative director, she has worked for the biggest broadcasters, brands and agencies worldwide. She hasn’t had a conventional advertising career, having spent over 10 years as a film maker and in television. Chaka was recruited by ITV to set up and ECD their first in-house creative agency, production company and design studio. She has worked on countless...
Better Brand Health - Jenni Romaniuk, Ehrenberg-Bass
April 05, 2023 05:30 - 1 hour - 53.7 MBProfessor Jenni Romaniuk is the International Director of the world-famous Ehrenberg-Bass Institute and author of Building Distinctive Brand Assets and How Brands Grow Part 2 - revised. Jenni is a leading expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Through her work at the Ehrenberg-Bass Institute she has advised many of the world’s biggest brands. Jenni is an en...
Feel free to ignore this podcast episode - Richard Shotton
March 29, 2023 05:00 - 1 hour - 124 MBA return for podcast guest number 1, Richard Shotton, following the launch of his brand new book "The Illusion of Choice: 16½ psychological biases that influence what we buy". "Every day, people make hundreds of choices. Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription? These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted...
How not to plan - Les Binet & Sarah Carter
March 15, 2023 06:00 - 1 hour - 116 MBLes Binet and Sarah Carter are planning royalty. Starting out at the iconic BMP, the agency which evolved over time to become adam&eve today, they are the planners behind many famous campaigns. Not least John Lewis which lasted an impressive 14 years. A few years ago their popular myth busting column turned into the well known book ‘How Not to Plan’ taking conventional wisdom and turning it on its head. I catch up with the dynamic duo to pick their considerable brains on the topics ...
Why every marketer should be more pirate - Sam Conniff
March 02, 2023 06:00 - 1 hour - 131 MBIn this episode I'm joined by Sam Conniff, the author of Be More Pirate, creator of Uncertainty Experts and stand-up comedian. I speak to Sam about what marketers can learn from the pirates (which is a genuinely interesting look back in time), how we can deal with uncertain times and find out what his best joke is in his new hobby, stand-up comedy. To win a copy of Sam's book, you just have to guess the number of books he's sold. Send me a message on LinkedIn with your guess. What...
How to build habit-forming products - Nir Eyal, Part 2
February 15, 2023 17:17 - 46 minutes - 42.6 MBNir Eyal is back for the second part of this 2-part Uncensored CMO series. This episode, we talk about the book that made him famous - Hooked - and how you can apply habit-forming techniques to your own marketing work. Some more about Nir: Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. Nir previously taught as a Lecturer in Marketing at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design at Sta...
AdContrarian on why online advertising is a scam - Bob Hoffman
February 01, 2023 12:20 - 55 minutes - 103 MBWhy the AdContrarian decided to end his weekly newsletter The irony of Bob getting an award for best speaker at an AdTech conference A surprising honour from Byron Sharp The freedom that comes from being an independent Bob’s most contrarian ever statement The shocking amount of personal data gather about every person How the marketing industry is complicit in on-line tracking and division in society The issue of tracking and how we managed just fine beforehand Why advertising works ...
Indistractable: the marketer's secret weapon - Nir Eyal, Part 1
January 19, 2023 10:24 - 54 minutes - 50.1 MBNir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. Nir previously taught as a Lecturer in Marketing at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design at Stanford. Nir co-founded and sold two tech companies since 2003 and was dubbed by The M.I.T. Technology Reviewas, “The Prophet of Habit-Forming Technology.” Bloomberg Businessweek wrote, “Nir Eyal is the habits guy. Want to understand how to g...
Mark Ritson's uncensored review of the best ads of 2022
January 04, 2023 07:09 - 1 hour - 152 MBMark Ritson is back on the Uncensored CMO podcast, and he's more uncensored than ever. This episode brings his ever candid thoughts on the best ads of 2022, who f*cked up and who he's been most impressed by. Strap in for Ritson's Review of 2022. Watch Uncensored CMO on YouTube here. What we covered in this conversation: Biggest marketing cock up of 2022 The 2022 new entry on Mark’s Marketing Bulls**t Top 10 The biggest surprise of 2022 Which brand impressed him the most in 202...
Making iconic high street retailer, Boots, relevant again - Pete Markey, Boots
December 12, 2022 15:26 - 49 minutes - 39.3 MBWhat does it take to be the CMO of an iconic British high-street retailer, like Boots? Pete Markey shares his valuable wisdom and insights from a career at the very top. What we covered in this episode: The difficult second album making Boots Christmas Ad Rediscovering the joy of Hall & Oates Why Retailers are so good at making Christmas ads Making people feel more festive The importance of escaping reality at Christmas How Boots landed on Joy as a proposition for Boots The ...
Lessons from Aldi's IPA Gold winning Kevin the Carrot - McCann
November 30, 2022 00:01 - 1 hour - 68.6 MBAs Christmas ad season is in full swing, I speak to the planning and strategy team from McCann Manchester, the agency that created Aldi’s Kevin the Carrot. What we cover in this episode: Why Darren and Jamie bring a life size Kevin’s to meetings The benefit of doing strategy as a pair Convincing a sceptical customer to shop at Aldi for Christmas Taking inspiration from John Lewis the reigning king of Christmas How the humble carrot being the big idea Selling the idea into Ald...
Advertising creativity in times of crisis
November 21, 2022 17:04 - 31 minutes - 25.4 MBThe most returned guest in Uncensored CMO history, Orlando Wood, is back. He made a brief cameo last episode but I wanted to dive deeper into creative styles that work in difficult times and if you should re-use old creative. What we covered in this episode: How Hovis proved the power of wear-in with an almost 5 Star Creative inspiration from an ad that is almost 50 years old How the romantic era is reflected in the Hovis ad The role of the right-brain in capturing attention W...
Ritson on Recession: what every marketer needs to know
November 14, 2022 10:24 - 56 minutes - 52.1 MBStorm clouds continue to gather over the global economy. With the latest quarterly UK GDP figures released on November 11 and the US and other parts of the world also bracing for a recession, this special recording of System1’s webinar dives into how brands can navigate tough times. However, tough times also bring opportunity. As the late great F1 driver Ayrton Senna once said, ‘You cannot overtake 15 cars in sunny weather… but you can when it’s raining.’ In possibly the most comp...
How entertainment, brand mascots and creative testing delivered a winner for Tourism Australia - Susan Coghill
November 08, 2022 14:22 - 52 minutes - 47.7 MBSusan Coghill is the Marketing Director at Tourism Australia and they've got one of the best performing ads on the System1 database, with their new campaign "G'Day". But this wasn't without taking some risks, such as introducing a new brand mascot, getting high profile stars to feature and producing a 9 minute film. Watch the ad here. What we covered in this episode: Why Susan has the best job in the World How to set KPI’s for a tourism brand Why Tourism Australia kept advertis...
How the world’s best leaders lead with speed - Sophie Devonshire
November 01, 2022 14:54 - 44 minutes - 40.4 MBSophie is the CEO of The Marketing Society and the author of Superfast: Lead at Speed, in which she offers insight into energy management, purposeful leadership, and keeping pace with breakneck innovation. She is also a passionate advocate of flex work as the future of effective companies, and regularly speaks about innovative approaches to balance business and family life. Her career began at Procter & Gamble and Coca-Cola Great Britain, Interbrand, and then Leo Burnett Dubai. She ...
Why reach-based media planning is broken and how to fix it - Karen Nelson-Field
October 24, 2022 11:18 - 28 minutes - 26.1 MBProfessor Karen Nelson-Field is Founder and CEO of Amplified Intelligence, and Professor of Media Innovation at The University of Adelaide. Karen is a globally acclaimed researcher in media science, is a regular speaker on the major circuits, including Cannes and SXSW, and has secured research funding from some of the world’s largest advertisers. Her first book, Viral Marketing: the science of sharing, set the record straight on hunting for ‘viral success’. Her most recent book The ...
Why all car adverts are the same - Kirsten Stagg, Skoda
October 12, 2022 15:52 - 42 minutes - 38.9 MBNow, a topic in this episode very close to my heart. Why are car ads all so bad? I spoke with Kirsten Stagg from Skoda, who's the UK Marketing Director and has made some pretty good ads herself. In fact, Skoda are responsible for the best ad on the System1 database. We also talk a lot about the move to electric vehicles, the biggest revolution since the combustion engine. How do we get more people into electric vehicles over from petrol? And what are the car industry doing to save t...
Can marketing save the planet? - Leo Rayman, Eden Lab
September 22, 2022 16:04 - 37 minutes - 34.2 MBLeo is the founder of Eden Lab, a new kind of consultancy and venture studio, they don't just advise on how to win in the Net Zero future, they build it with you. He's the former CEO and Chief Strategy Officer of ad agency Grey London, founder of Grey Consulting, speaker, writer and start-up mentor. He believes businesses can help shape the planet for the better. To do that he says we need to invent - and reinvent - companies for a post-carbon world. He scouts, designs and assemble...
How a great culture led to creativity at KFC - Meghan Farren, KFC CMO
September 13, 2022 13:55 - 42 minutes - 39.1 MBMeghan Farren spent 10 years at KFC UK, spending the last 5 as CMO. What does it take to run a marketing department of one of the biggest consumer brands? What do you do when you run out of chicken as a fast food chicken joint? How do you change your strapline when it involves licking fingers during a global pandemic? And how a strong culture is pivotal for all this creativity to happen. What we covered in this episode Going back to KFC after a year - back to school vibe The real...
5 ways to make effective advertising - Jon Evans
August 09, 2022 12:47 - 36 minutes - 33.2 MBNow it's the summer holidays, and that means everybody's taking a well earned break from all their hard work. And that includes the Uncensored CMO, but producer James never wants to let me off an episode, And he said, why before you go away, why don't you just do a quick episode. So, I thought, why not do a little bonus episode? It got me thinking, what subject do I know a little bit about that might be useful to my listeners? And, this is where I have to put my System1 hat back on...
How to target the invisible powerhouse (over 50s) - Jeremy Hine, MullenLowe
August 03, 2022 11:12 - 42 minutes - 38.7 MBDo you think the advertising industry has a problem with age now? In my experience, the majority of marketing departments are run by people under 40. Sometimes the majority, even under 30, and that's reflected in creative agencies as well. I think that's a real problem because if you look at the statistics, people over the age of 55 represent the majority of people in the UK, they have enormous buying power, lost disposable income, and often a bit more time on their hands to spend i...
How marketing can fix the global economic crisis - James Hankins and JP Castlin
July 14, 2022 08:30 - 42 minutes - 39.3 MBA double header episode as I speak with JP Castlin and James Hankins on the back of their Cannes 2022 talk, in partnership with WARC, "The Gravity of e-commerce". JP Castlin is an independent consultant who coined the term naturalized strategy-making and created the ABCDE framework. JP has been featured in Marketing Week, The Drum, WARC and more, and he also wrote "Strategy in Polemy". James Hankins is the founder of Vizer Consulting & Global VP Marketing Strategy and Planning at S...
From Saatchi copywriter to denim brand founder - David Hieatt, Hiut Denim
July 05, 2022 12:23 - 52 minutes - 48.1 MBToday we're joined by David Hieatt, founder of Hiut Denim Co., and The Do Lectures. What we covered in this episode: How to pronounce Hiut and its origins What inspired David to start a jeans company Pitching a business aged 14 Raised by wolves at Saatchi and Saatchi Setting up their first business Howies Surviving without pay for 6 years How it feels to sell your business The impact of having a dad in the merchant navy The importance of making people feel something Havin...
Cannes Uncensored with Tom Goodwin
June 27, 2022 14:50 - 26 minutes - 24.3 MBI've always had a bit of a love, hate relationship with Cannes. It's wonderful that we celebrate creativity with this event, but seeing how the festival rewards a certain type of creativity, particularly short term activation and purpose recently, I'm starting to wonder how effective Cannes Lions winners are in the real world. So who better to talk to about this than Tom Goodwin, who isn't short of uncensored opinions, to find out what he really thinks of Cannes. Is it just a jolly...
The triple threat to creative effectiveness - Peter Field, Orlando Wood, Karen Nelson-Field (Live from Cannes)
June 22, 2022 10:57 - 23 minutes - 21.8 MBFor the 50th episode of Uncensored CMO, I'm live in Cannes to talk about the triple threat to creative effectiveness. Why effectiveness has been declining over the years, how attention has impacted mental availability and what we can do about it. Fresh off the stage at Cannes Lions 2022, Peter Field, Orlando Wood and Karen Nelson-Field talk us through what they're calling Triple Jeopardy. From Peter Field himself: "Triple Jeopardy is three things: the withdrawal of money from brand...
Sex, driving and how to be a CMO - Marg Jobling, NatWest CMO
June 07, 2022 10:24 - 45 minutes - 41.7 MBMargaret Jobling is the Group Chief Marketing Officer at NatWest. Margaret has spent the majority of her marketing career in FMCG, before to joining the utilities sector in 2014, as Director of Marketing at British Gas. At the beginning of 2016 she moved into a CMO role at Centrica, transforming the firm’s marketing capabilities across all regions. Then in 2020, joining NatWest as CMO. In September 2020, Margaret was announced as one of Marketing Week’s Top 100 Most Effective Marke...
Tom Goodwin on the metaverse and other marketing nonsense
May 09, 2022 10:18 - 41 minutes - 37.6 MBTom Goodwin is an author of a quote you might just have heard of: "Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate. Something interesting is happening." He does other things too, like spending an immense amount of time on LinkedIn and writing some seriously impressive books - ...
When The World Zigs, Zag - Sir John Hegarty, BBH
April 25, 2022 05:00 - 52 minutes - 48 MBIt's 40 years since the founding of one of the most famous and iconic advertising agencies; BBH or Bartle, Bogle, Hegarty. Today I speak with founder, Sir John Hegarty to find out what it's been like to be at the helm of one of the world's most successful ad agencies for 4 decades. We take a look back over a long history of advertising to see what's changed, what we can learn and maybe what new techniques today are worth investing in. We touch on many of the great campaigns that co...
How Pip & Nut went from kitchen table to multi-million pound business - Pip Murray, Pip & Nut
April 11, 2022 05:00 - 58 minutes - 53.4 MBPip Murray is the founder of Pip & Nut, which she launched in 2015 and it's now stocked in over 3,000 stores around the UK. It's the fastest growing nut butter brand around, and it's clear to see why. Pip is full of stories and insights in journey building the company, from humble beginnings in her kitchen and at craft fairs to becoming a staple brand on the shelves of all major supermarkets. What we covered in this episode: Why Pip started a nut butter business From kitchen tabl...
Why we should all give a s**t about B2B - Jon Lombardo and Peter Weinberg, LinkedIn B2B Institute
March 23, 2022 14:37 - 52 minutes - 48.1 MBPeter Weinberg and Jon Lombardo are the heads of research and development at the B2B Institute, a think tank at LinkedIn that studies the laws of growth in B2B. You can follow Peter and Jon on LinkedIn. What we covered in this episode: Introducing the youngest B2B marketers on the planet Jon & Peters favourite Super Bowl ads The very low hurdle of writing a B2B article How half the economy is in fact B2B Is B2B really different to B2C Sales vs Product led B2B companies The ...
Confidence, Creativity & Catching Big Ideas - Andrew Robertson, CEO BBDO
March 02, 2022 14:12 - 45 minutes - 41.3 MBAndrew Robertson has been President and Chief Executive Officer of BBDO Worldwide since June 2004, and has worked with major clients including AT&T, ExxonMobil, FedEx, Ford, GE, Mars Inc, PepsiCo, SAP and Visa. It has been named Network of the Year at Cannes a record-setting seven times and the world's most awarded agency network according to The Gunn Report/World Advertising Research Center for thirteen years in a row. Since 2005, BBDO has been honoured as Global Agency of the Ye...
The secret to winning the best Super Bowl Ad - Lesya Lysyj, CMO Boston Beer
February 23, 2022 16:37 - 44 minutes - 40.9 MBJon chats with CMO of Boston Beer, Lesya Lysyj, who has nearly 30 years of marketing experience in the food and beverage industry. Prior to joining Boston Beer, she served as President U.S. (Sales and Marketing) for Welch’s Foods. Watch the ad here: https://www.youtube.com/watch?v=b9GUnNAL9yY What we covered in this episode Counting down the Top 10 Super Bowl ads of 2022 The power of humour and nostalgia for Lays Why babies are the stars of many Super Bowl ads The reason car a...
How Brands Grow - Byron Sharp, Ehrenberg-Bass Institute
February 03, 2022 00:00 - 1 hour - 61 MBByron Sharp is a Professor of Marketing Science and Director of the Ehrenberg-Bass Institute – the world’s largest centre for research into marketing. His first book How Brands Grow: what marketers don’t know has been called one of the most influential marketing books of the past decade (Warc, 2015) and was voted marketing book of the year by AdAge readers. In 2015 he published the follow-up How Brands Grow Part 2 with Professor Jenni Romaniuk. He has also written a textbook Marke...