Uncensored CMO

Latest Episodes:

B2B brand building in the era of AI with Jon Lombardo and Peter Weinberg Jun 12, 2024

Show notes

Listeners 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.

Find out more about Jon & Peter's new company here:
https://www.evidenza.ai/

Timestamps

00:00 - Start
00:49 - The Les and Peter of B2B
02:34 - The biggest B2B revelations
03:52 - Is B2B really different to B2C?
06:28 - Determining buying cycles
08:25 - The brand building opportunity in B2B
20:05 - Why B2B companies need to create fluent devices
30:48 - Why Jon and Peter left LinkedIn to start a new company
33:37 - What does Evidenza do
38:19 - Why AI-powered market research is going to be revolutionary

Cannes Lions CEO on the power of creativity, the creator economy and making connections - Simon Cook Jun 05, 2024

Show notes

Every 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 Lions
03:38 - The scale of Cannes Lions
05:19 - Creative marketer of the year
07:16 - State of the Nation research
09:30 - Friction between agencies and clients
12:47 - Jon’s two Cannes Lions with Lucozade
15:15 - The return of humour at Cannes
17:46 - Trends and themes for Cannes Lions 2024
18:39 - Will we see an AI category at Cannes?
20:01 - Big names at Cannes Lions 2024
21:14 - Cannes for creative effectiveness, or just celebrating the craft?
23:56 - Cannes embracing creators
25:27 - Jon’s pitch for a low budget category
27:57 - Advice on how to win a Lion
30:20 - How Simon Cook got the CEO job at Cannes Lions
32:40 - Challenges Simon has faced as CEO
35:09 - Dealing with criticism of Cannes Lions
37:02 - The Cannes Lions legacy
38:06 - Simon’s proudest moment

How Cadbury turned "Glass and a Half in Everyone" into one of the most effective campaign ideas in the world May 29, 2024

Show notes

In 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 David's background
04:20 How VCCP and Cadbury started working together in 2017
14:24 David and Gui's favourite Cadbury ads
21:08 Compound creativity and consistency
31:30 Key to a successful client agency relationship
39:55 How to write a good brief
47:03 Cadbury business results
49:41 Future of the Cadbury brand

From Hamlet to Haribo: the serious case for humour - Trevor Robinson May 22, 2024

Show notes

In 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 find out more about what makes advertising funny, how do you do it, and what are the funniest ads of all time.

Timestamps

00:00 - Start
00:48 - How Trevor got into advertising
03:50 - Landing the Britvic client
05:49 - The Tango Ad
11:11 - Haribo kids ad
20:00 - You need to entertain for commercial gain
28:11 - The importance of talent
29:30 - How to direct a great ad
38:23 - Have we lost humour in the past few years?
41:48 - The funniest ads of all time

How Monzo used emotional advertising, a hot coral card & customer obsession to become Britain's best bank - AJ Coyne May 15, 2024

Show notes

Monzo 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 marketing background
02:49 - What can clients learn from agencies
07:40 - AJ’s time at Klarna
09:48 - Taking the CMO job at Monzo
10:49 - The emotion of money
14:02 - Focusing on a world class customer experience
23:07 - Positioning Monzo as a bank in a sea of neo banks
24:09 - Monzo’s new brand campaign
27:22 - Embedding Monzo in culture
29:15 - Advice for being a young CMO
33:05 - How to deal with things going wrong
36:33 - Fostering creativity in an organisation
37:55 - How AJ is creating the Monzo culture
38:45 - AJ’s parting advice

Snapchat CMO on fixing social media, being creative leader of the decade and lessons from Dan Wieden - Colleen DeCourcy May 08, 2024

Show notes

Colleen 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 tenure at Wieden+Kennedy
13:50 - The TIME Interview
18:39 - From retirement to joining Snapchat
21:56 - The challenges of Snapchat
26:49 - Creating happiness in social media
30:02 - The 3D Chess of Being CCO and CMO at Snapchat
36:12 - What’s it like working for Evan Spiegel
39:07 - Advice to young marketers from Colleen DeCourcy

Scott Galloway on the end of the brand era, monetising rage and how to create wealth May 01, 2024

Show notes

Scott 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, buy on Amazon UK, or US.

Links

Timestamps

00:00:00 - Intro
00:00:57 - 25 year overnight success
00:01:28 - Scott’s biggest failures
00:07:38 - How Scott scaled himself
00:13:24 - Daniel Kahneman’s impact on Scott
00:20:26 - How social media has a negative impact on the world
00:28:45 - Scott Galloway on being late
00:31:14 - The most important skill for a marketer
00:33:32 - The Era of Brand is Dead
00:40:19 - Scott’s new book opening Aurelius quote
00:42:53 - The power of compound interest
00:43:53 - Scott’s advice to young people
00:48:33 - Growing your network grows wealth
00:56:33 - What does the agency of the future look like?
01:03:33 - How to get social media right
01:04:50 - Why big firms should stop certification based hiring

From bust to Boom! How Red Bull, ITV and Lloyds supercharge their people for serious growth - Scott Morrison Apr 24, 2024

Show notes

Today 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 - How to pitch to CMOs

A CMO Masterclass - how John Lewis redefined emotional advertising - Craig Inglis Apr 17, 2024

Show notes

Today 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 - Guessing the most emotional John Lewis ads
00:28:50 - How to move from rational to emotional strategy in retail
00:31:17 - How to sell in creative ideas to rational CEOs and CFOs
00:36:00 - The business impact of Monty the Penguin for John Lewis
00:38:50 - How John Lewis ads does long and short
00:41:00 - Focusing on customer experience
00:51:48 - From large consumer brands to B2B
00:55:11 - Being the chair of the Marketing Society
01:00:34 - Working for The Entertainer

Should’ve gone to Specsavers, how a simple brand idea created a winning vision for the company - Peter Wright & Nicola Wardell Apr 10, 2024

Show notes

One 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 - The secret to Specsavers’ success
09:04 - Family owned vs corporate business
10:38 - How the “should’ve gone to Specsavers” line was created
14:17 - The world’s longest running straplines
16:17 - The serious case for humour - Tower Block ad
20:18 - Specsavers Vet Ad
21:14 - A cross channel idea
24:29 - Why Specsavers do all creative in house
25:52 - How to attract talent to Guernsey
29:23 - Being the client and the agency
33:56 - Advice for creating an in-house team
34:37 - Wear in vs wear out at Specsavers
43:08 - Creating the culture at Specsavers
50:14 - Launching the audiology business
53:38 - How technology will shape the future of the business
56:07 - Peter and Nicola’s proudest work

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