Uncensored CMO

Latest Episodes:

Creating the Metaverse, lessons from Google Glass and the Whitehouse - Dave Kaufman, Meta Jan 24, 2024

Show notes

Dave 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 Digital Service.

In this episode we discuss if the US is behind the UK in terms of marketing thinkers, why marketing education is overlooked, why Google Glass failed and what the future holds in terms of the Metaverse.

Links

Timestamps

00:00 - Intro
00:58 - Dave’s favourite episodes of Uncensored CMO
01:50 - Elon vs Mark in a fight
02:31 - US vs UK marketing
03:57 - How to not be full of sh*t in marketing
09:16 - Was Google Glass a failure?
15:50 - Launching the Meta X Rayban Sunglasses
20:28 - Explaining the metaverse
24:02 - How to quantify the success of the metaverse
26:29 - When will the metaverse become mainstream?
30:58 - Making virtual reality more familiar
32:28 - Does tech have a marketing problem?
38:20 - Working for founders
46:39 - Working at President Obama’s Whitehouse
53:35 - Working with low budgets
56:47 - Dave’s bets for 2024

A B2B marketing masterclass with PwC's Global CMO, Antonia Wade Jan 17, 2024

Show notes

Today 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

Timestamps

00:00:00 - Intro
00:01:10 - Antonia’s background
00:06:01 - How does B2B and B2C differ?
00:09:25 - How to reach B2B customers
00:11:52 - Building B2B relationships
00:17:30 - The importance of people in B2B
00:20:53 - Why brand and reputation are so important
00:24:43 - Why having an online presence matters
00:29:39 - Marketing from cost centre to profit centre
00:34:14 - Marketing at different stages of the buyer journey
00:39:54 - Why people think B2B is boring
00:46:30 - Why purpose has a bigger role in B2B
00:48:38 - Stage 1: Reaching Horizon Scanners
00:51:41 - Stage 2: Reaching Explorers
00:55:18 - Stage 3: Reaching Hunters
00:57:39 - Stage 4: Capturing the Active Buyer
00:59:15 - Stage 5: Marketing post-purchase
01:01:18 - How will AI transform B2B marketing

Les & Sarah’s big review of the year Jan 10, 2024

Show notes

One 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

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 - Have we rediscovered homour in 2023?
00:19:47 - The role of purpose in advertising
00:29:17 - Diversity and representation
00:34:53 - Kevin the carrot and characters
00:41:52 - Fluent devices and consistency
00:49:01 - Why do John Lewis run christmas ads every year
00:50:40 - How did the first ad to ever air score?
00:52:51 - The highest performing advertising categories
00:55:04 - Lowest performing advertising categories
01:00:12 - Outperforming your category
01:03:08 - US Superbowl vs UK Christmas
01:04:02 - Les and Sarah’s thoughts on AI
01:14:03 - How reliable is ESOV
01:15:52 - MMM Models
01:19:32 - The best performing Adam and Eve ad
01:21:42 - Predictions for 2024

How confused.com challenged the meerkats on smaller budgets - Sam Day Jan 03, 2024

Show notes

Now 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.com, for the past 6 years, who successfully challenged this market and taken it from 4th to 2nd place on very limited budgets. So I want to find out from Sam the secret behind the success of the campaigns that he's run over the last few years, how he's transformed their business and what his plans are for the future.

Links

Timestamps

00:00 - Intro
03:53 - Sam’s advice to a young marketer
06:27 - Sam’s greatest failure
08:44 - Management and leadership advice
12:27 - The secret to an extended CMO tenure
19:41 - Getting c-suite buy in with data
22:50 - Consistency
24:26 - Marketing when you don’t have a product
26:01 - Brand vs price
28:43 - Why name the brand after the problem (confused.com)
31:24 - Branding against one of the best branded characters of all time
34:02 - Why there’s no silver bullet for success
37:02 - Spontaneous awareness - how to win an effie
39:50 - Selecting an agency
42:01 - Great examples of populous advertising
44:14 - How agencies should pitch to CMOs
49:39 - What’s next for Sam Day

Reloaded: How to be a successful challenger - Adam Morgan (2020) Dec 27, 2023

Show notes

Today 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 turned down by Phil Knight and where the idea of a Challenger brand came from
The importance of over-commitment and being obsessed with execution
How Tony’s Chocolonely have become a truly challenger brand
How to be a pirate in the navy without getting fired
What you can learn from a catwalk show and how constraints can turn into your greatest advantage
The curse of data and how it leads us to a decline in creativity
The furtile zero and what to do with no budget
Adam shares his worst career moment
Why the meeting is never really the meeting and why the Japanese fall asleep in meetings
The one thing Adam has never told anyone before

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Website | www.uncensoredcmo.com
Email – jon@uncensoredcmo.com

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Top 10 marketing and behavioural science insights with Nudge host, Phill Agnew Dec 18, 2023

Show notes

Today 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

Timestamps

00:00 - Intro
01:19 - How did Phill get into podcasting
04:03 - Bonus Nudge - The Halo Effect
06:29 - Nudge 5 - The Labour Illusion
09:40 - Marketing Lesson 5 - The Power of Getting Fired
13:25 - Nudge 4 - The Pratfall Effect
19:26 - Marketing Lesson 4 - The Power of Purpose
24:49 - Nudge 3 - The Curiosity Gap
30:03 - Marketing Lesson 3 - Be Distinctive
35:26 - Nudge 2 - Social Proof
41:14 - Marketing Lesson 2 - The Power of Creativity
45:10 - Nudge 1 - Fresh Start Date
48:59 - Marketing Lesson 1 - The Power of Consistency

How Just Eat used celebrities and jingles to help them become market leader - Susan O'Brien Dec 13, 2023

Show notes

Today 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 being a CMO
14:25 - The CMO’s view on Cannes
16:44 - The “Did Somebody Say” campaign
20:54 - The impact of audio branding
24:11 - Operating in a fiercely competitive market
26:01 - Choosing to invest in celebrity talent / Snoop Dogg
29:06 - From Snoog Dogg to Katy Perry
31:31 - Secret to an effective client agency relationship
32:44 - Coming up with new ideas
35:47 - Using your gut vs using the data
39:35 - Advice to marketers in scale ups

No GUT no glory; from startup to Cannes Lions agency of the year in 5 years - Anselmo Ramos Dec 06, 2023

Show notes

Anselmo 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 agency DAVID, and he was also previously the Chief Creative Officer of Ogilvy Brazil.

Timestamps

00:00:00 - Start
00:01:04 - Why Anselmo is an ad nerd
00:03:12 - Favourite Ogilvy quotes
00:07:38 - Most proud of from time at Ogilvy
00:17:20 - Founding the DAVID agency
00:18:43 - Founding the GUT agency
00:20:55 - Being an independent agency
00:25:35 - Winning business in the early days
00:30:30 - What makes a great CMO?
00:33:00 - How to find good clients
00:37:30 - Agency of the year
00:40:59 - Stand out Grand Prix winners
00:45:29 - The one line brief
00:47:05 - Who else is doing great work?
00:48:46 - Scaling while staying true to your values
01:02:06 - Expansion

Creativity, Christmas and a Cardiac Crisis - Vicki Maguire, Havas Nov 29, 2023

Show notes

Vicki 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 Waititi and Michael Buble campaign
46:13 - Cannes Lions judging

How Airbnb bounced back from losing 80% of their business with long term brand building - Nancy King Nov 22, 2023

Show notes

Nancy 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% of the business overnight
17:47 - Deciding to re-invest in advertising
21:23 - The challenges of not owning your product
25:03 - The best Airbnb ads
26:52 - Making creative in-house rather than using agencies
30:00 - The impact culture has on the work at Airbnb
31:51 - Working in a founder-led business
35:12 - How Nancy’s role has changed
40:12 - Power of industry events
42:00 - The most expensive Airbnb

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