Uncensored CMO

Latest Episodes:

Brand of the year CMO on Innovation, TED talks and what B2B can learn from B2C - Rebecca Hirst Aug 21, 2024

Show notes

Rebecca Hirst is the Chief Marketing Officer of EY UK, a TEDx Speaker and a winner of Campaign's 40 over 40. Before joining EY and making the switch to B2B, Rebecca was Marketing Director at Samsung and working on brands including Coca-Cola, Schweppes, Kellogg’s, Kleenex, Microsoft, IBM, United Airlines, Lufthansa and Star Alliance.

Timestamps

00:00 - Intro
00:54 - Winning Campaign’s 40 over 40
04:33 - Being a Ted Talk speaker
08:01 - Rebecca’s time at Samsung
13:08 - Why Jon loves being a challenger brand
17:08 - Working at Coca Cola vs Pepsi
23:00 - How Rebecca transitioned into a B2B role
25:46 - The power of compounding
32:03 - How is B2B marketing different to B2C?
37:36 - How to influence change at a large organisation
46:12 - How EY became UK’s strongest brand
52:14 - Rebecca’s advice to young marketers

Characters, humour & disasters: how GEICO changed the insurance game Aug 14, 2024

Show notes

Michelle Moscone is the VP of Brand and Content at GEICO, one of the most famous insurance brands in the US. Michele's career has spanned from project management at some of the biggest agencies in the world to leading creative at an organisation where creativity is at its core. In this episode we talk about why humour is so important for advertising and why we're so afraid to use it.

Timestamps

00:00 - Intro
01:08 - Michelle Moscone background and career
08:18 - How Michelle landed at GEICO
11:20 - Why are there so many characters in insurance?
21:42 - When insurance goes wrong
32:34 - Why humour is so important
36:37 - Why are we afraid of humour?
41:16 - GEICO’s greatest hits
49:51 - How to get the best out of your agency
55:43 - Michelle’s favourite GEICO campaigns

The Mischief mindset behind the most creative agency in the US with Greg Hahn Aug 07, 2024

Show notes

Greg Hahn is the Co-founder and Chief Creative Officer of Mischief. One of the hottest agencies in the world doing work for the likes of Tinder, Tubi and Coors Light. Previous to Mischief, Greg was the CCO of BBDO NY. During that time BBDO was recognized as the most awarded agency in the world by the Gunn Report. It was also named Agency of the Year at The One Show, ADC and The Webbys multiple times.

Timestamps

00:00:00 - Intro
00:01:10 - How did Greg Hahn get into the advertising industry?
00:02:42 - 14 years at BBDO
00:03:52 - Getting fired from BBDO
00:06:24 - From being fired to creating Mischief
00:11:08 - The extraordinary cost of being dull
00:14:11 - Why do so many companies play it safe?
00:16:36 - Winning a Grand Effie with Tubi
00:19:29 - The Mischief mindset
00:26:21 - The opposite of a good idea can also be a good idea
00:26:59 - How can you use you disadvantage as your advantage?
00:30:50 - How can you change the context and reframe things
00:34:10 - What would you do if you weren’t afraid
00:38:14 - How to make the best out of being fired
00:49:24 - What Mischief believes in
00:53:49 - How Mischief hires great people
00:55:29 - How does Mischief stay sharp as they grow?
00:56:29 - Choosing the right clients to work with
00:58:55 - What’s next for Mischief?
01:00:10 - Hardest part of growing and scaling Mischief
01:03:27 - Advice for starting an agency from scratch

How DoorDash built a $40 billion business in 10 years with Kofi Amoo Gottfried, CMO Jul 31, 2024

Show notes

Kofi Amoo-Gottfried is the CMO of DoorDash, the premier local commerce platform valued at over $40 billion and dominates over 65% of the market for restaurant delivery. In his role as CMO, he is responsible for driving growth and engagement across all three sides of the marketplace. Prior to DoorDash, Kofi was VP of Brand & Consumer Marketing at Facebook, having previously served as the company’s Head of Consumer Marketing for internet.org.

Timestamps

00:00 - Intro
01:03 - What it’s like judging a Cannes lion
02:34 - DoorDash Valentines Day Campaign
04:54 - Kofi’s background
08:56 - Starting an agency in Africa for Publicis
13:41 - From agency to brand side
15:13 - Kofi’s role at Facebook/Meta
18:11 - From Facebook to DoorDash
20:23 - DoorDash backstory
28:10 - Navigating through COVID at DoorDash
33:24 - How DoorDash prepared to IPO
37:23 - How successful have DoorDash been post IPO?
39:12 - How DoorDash stay on top of innovation
44:41 - DoorDash’s Sesame Street Super Bowl ad
48:40 - DoorDash’s most recent Super Bowl campaign
54:00 - In house vs external agencies
55:51 - The culture at DoorDash

Olympics CMO on Olympic glory and a Paralympic legacy Jul 24, 2024

Show notes

Greg Nugent was the CMO for the London 2012 Olympic and Paralympic Games, one of the biggest events ever to take place. The entire world was watching as Greg’s work came to life. Before working on the Olympics, Greg oversaw the move of the Eurostar to St Pancras, which included creating the world’s longest champagne bar.

Timestamps:

00:00:00 - Intro
00:00:51 - How did Greg get into marketing
00:10:02 - Greg’s time at Eurostar
00:17:47 - The longest champage bar in the world
00:22:43 - Becoming the CMO of the London 2012 Olympics
00:29:49 - How the team was pivotal for putting on the Olympics
00:34:13 - The importance of the legacy of London 2012
00:37:53 - Why the Paralympics became so prevalent in 2012
00:45:38 - What happened after London 2012
00:50:37 - From Olympics to Rising Pheonix
01:01:05 - How to execute on big ideas - Magic and Logic
01:16:35 - The power of persistence
01:23:24 - Telling powerful stories about those with disability

How CMO’s get a seat in the boardroom and not get fired - Chris Burggraeve Jul 17, 2024

Show notes

I often get asked why are there not more marketers on boards of companies? It turns out that only around 2.6% of board positions are filled by marketers, so I'm joined in this episode by somebody who really knows what it's like to be a marketer on a board, Chris Burggraeve. Previously he was the Global CMO of AB InBev, he's since been on many boards and has even written a book explaining the playbook for being a successful CMO on board.

Timestamps

00:00 - Intro
01:00 - Chris’ marketing background
01:43 - What makes a great CMO
05:08 - Making the case for marketing in the boardroom
09:48 - How many CMO's have a seat at the table
14:36 - Why every board should have a marketer
24:06 - Is there a language problem for marketers in the boardroom?
30:03 - Stakeholder outreach
37:00 - What makes a successful board member
40:00 - Skills that CMO’s need to retain a board seat
46:26 - How to find board seats to get on
49:44 - Chris transistion from large to small companies

From F1 to Manchester United: How marketing drives success in the worlds most elite teams - Ellie Norman Jul 10, 2024

Show notes

Ellie Norman has been at the top end of some of the biggest organisations in the world, having held senior marketing roles at Formula 1 and Virgin Media. Most recently, Ellie has been the Chief Communications Officer of Manchester United, one of the most high-pressure jobs in the world. In this episode I talk to Ellie about what it takes to drive success at the very top of your game.

Timestamps

00:00 - Intro
00:48 - Celebrating Southampton FC
03:12 - Ellie’s marketing background
07:29 - Virgin Media campaign with Usain Bolt
12:09 - Why Ellie moved to Formula 1
15:12 - How Formula 1 owns the brand
17:51 - The Drive to Survive partnership with Netflix
25:59 - Moving to work for Manchester United
29:51 - Goals for the CMO of Manchester United
31:23 - When do people choose the club they support
32:59 - What role does social media play for Manchester United
35:01 - Dealing with scrutiny as a huge brand
37:10 - How Manchester United work with huge sponsor deals
41:39 - How do you do a great brand partnership
47:59 - Ellie’s one peice of advice for marketers

The Marketoonist on why humour is good for business - Tom Fishburne Jul 03, 2024

Show notes

In this episode I speak with Tom Fishburne, better known as the Marketoonist. Tom likes to poke fun at our industry through his entertaining cartoons saying what we're all thinking. We recently had him join as as our cartoonist in residence at Cannes Lions, where he shared his experience through a cartoon each day. We also discuss some of Tom's greatest cartoons and why humour is good for business.

Timestamps

00:00 - Start
01:16 - How Tom Fishburne became a cartoonist
05:00 - Why is humour so important in the workplace
06:29 - Going full time as the Marketoonist
12:42 - Humour in the creative process
19:21 - Outdoor ads
22:30 - Discussing some of the Marketoonist’s greatest hits
23:17 - IoT cartoon
26:59 - Customer funnel cartoon
33:05 - Shiny new things cartoon
34:13 - Covid Cartoon
36:32 - AI cartoon
39:44 - The Marketoonist at Cannes
42:37 - Day 1 Cannes cartoon
45:39 - Day 2 Cannes cartoon
49:31 - Day 3 Cannes cartoon
53:46 - Day 4 Cannes cartoon
54:25 - Day 5 Cannes cartoon
57:59 - Jon’s own podcast cartoon

How e.l.f built a billion dollar beauty brand - Kory Marchisotto Jun 26, 2024

Show notes

Kory Marchisotto is the Chief Marketing Officer of e.l.f Beauty, a beauty company that surpassed over $1b in annual sales. They're digital first brand builders, taking the internet by storm and connecting closely with their customers. In this episode we talk about why Kory invests heavily in their brand, how every employee is a shareholder and why they collaborated with Liquid Death.

Timestamps:

00:00 - Intro
01:15 - Kory’s background
06:11 - Founding story of e.l.f
08:39 - How do e.l.f make their products so affordable
11:30 - Why e.l.f are investing in brand building
15:15 - Staying close to your consumer
19:44 - Bringing customer insight into the business
21:23 - Staying agile as a large business
23:43 - Where have e.l.f invested marketing spend
27:28 - The e.l.f customer demographic
30:57 - e.l.f’ x Liquid Death collaboration
33:24 - e.l.f x Chipotle
37:01 - The e.l.f culture and why it’s important
41:00 - Kory’s advice to younger marketers
44:08 - Why Kory shares her learnings so much on LinkedIn

How Gymshark built a unicorn with influencers - Noel Mack Jun 19, 2024

Show notes

We're again talking about one of my favourite topics; challenger brands. In this episode we've got one of the most successful challenger brands in the world, Gymshark. They're one of the original influencer and social media creative brands, growing to be Britain's fastest growing Unicorn. I'm joined by their Chief Brand Officer, Noel Mack, to give me the inside scoop on exactly how they did it.

Timestamps

00:00 - Intro
02:29 - Gymshark Origins
04:49 - How Noel Mack bet Ben Francis
07:59 - What is a Chief Brand Officer?
09:28 - How Gymshark do influencer marketing differently
15:17 - Growing the Gymshark community
20:38 - The benefits of being a newcomer
22:59 - Working at a founder-led company
25:36 - When Ben Francis met the Prime Minister
29:09 - The challenges of scaling up fast
37:21 - Launching the Gymshark flagship store in London
43:22 - What’s it like working with Ben Francis?
46:46 - Career advice from Noel Mack

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