Uncensored CMO

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**Uncensored CMO**

The Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice.

Latest Episodes:

Achtung! How to create and sustain attention - Orlando Wood, System1 Oct 18, 2020

Show notes

Here's what we covered in this episode:

Who is Orlando and what is Lemon all about?
Have the insights in Lemon changed on the back of the Coronavirus crisis?
How emotion plays out in online video
Why emotion is imperative online when you only have 6 seconds to capture people's attention
Why you don't just need to be rational because your ads are targeted
Brands should be using online advertising not only for activation, but also for brand building
Examples of brands and ads doing this well
How advertising is similar to writing a novel and art
Why we've lost some humility in our advertising
What the vital ingredients are to make online advertising work effectively

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Mark Ritson - The s**t, the pipe, and what to do with it Aug 21, 2020

Show notes

Here's what we covered in this episode:

Find out what inspired Mark to switch the actual classroom for the virtual one
How he ended up being the old, rich guy with a wine collection he used to laugh at
What he thinks of the 50% of Marketers that have no professional training
Why it's now time we all just all ditch the ‘D’ word and get back to Marketing
Find out what every normal person knows about Advertising that Marketers pay good money to figure out
Discover the most important factors in marketing effectiveness and why its time to think about the s**t we put through the pipe
Why a recession is exactly the time you want to be increasing your spend
Why you should never confuse a change in consumer context for a change in consumer behaviour
“Tell me what hasn’t changed and I will build a business around that” & other great quotes to counter the constant stream of ‘everything's changed. Buy this book’ hype
Discover why Mark believes the smartest people are not the ones sat around the boardroom table
Find out why most CMO’s are more C than M and are not always the best marketers in their team
The secret to CMO success is 80-90% politics over marketing
The dangers of Canadian morning TV after a big night out
We round off the episode finding out why Jon got fired after a 6-month ‘walk of shame’

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

Mark Ritson:

Why we must focus on what matters - Mark Borkowski Jul 01, 2020

Show notes

Mark Borkowski is PR written large. He represents international celebrities and corporate heavyweights and is a sought-after commentator on the world of celebrity, the Media and spin.

I recorded another episode with Mark not too long ago but it didn't feel right releasing it amidst the pandemic, so I caught up with him again.

In this episode we covered:

Why business is booming for Borkowski
How they've handled the shift to fully remote
The role of celebrities during the crisis
Why Boris' message and tone was poor
What key advice would Mark give everyone

Why it’s time for a new brief - Alex Myers Jun 25, 2020

Show notes

What we covered in this episode:

Why some brands have accelerated their growth with 3 years of market progression in 3 months, while others hit hard
How those brands that have gone dark and said nothing will be worst affected
Why Brewgooder’s work during the crisis has been impressive
How brands can do things without looking like they’re just jumping on the COVID bandwagon
Are there any signs of things getting better for clients?
How has Manifest changed in the past 3 months and what is going to stay permanent
Why they love the office
Advice - write your brief. There is an opportunity for you to recast your brand in the ‘new normal’. We won’t ever get a chance to hit the reset button again!

An uncommon approach to the crisis - Lucy Jameson Jun 16, 2020

Show notes

In this episode we discuss:

Brewdog's hand sanitiser
ITV's Clap From Our Carers campaign
Why Uncommon are making candles
How Boris could have handled his messaging better
What advice Lucy would give people in advertising
Why this recession presents an opportunity

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

Why there has never been a better time to advertise - Kate Waters, ITV May 27, 2020

Show notes

Kate joined ITV in 2019 in the newly created role of Director of Client Strategy and Planning, with a remit to help ITV Commercial build broader and deeper relationships with advertisers. A creative strategist by background and a highly respected and well known strategic leader with twenty years’ experience across a range of communications disciplines from advertising, to PR to digital, Kate has worked across sectors as diverse as automotive, retail, government and public sector, FMCG and financial services. Kate has written / contributed to award winning IPA Effectiveness entries for Co-op Food Retail, Public Health England Tobacco Control and Stoptober.

In this episode we covered:

What is the impact on the team with remote working?
How has TV and ITV in particular changed (programs/advertising/production etc)
I see viewing figures up so isn’t this a good thing?
Clap for Carers – well done! What was the idea behind that
People’s Ad break – tell me more …
Are you seeing Advertising changing?
Any sign of Advertisers coming back?
What advice would you give brands now?

The impact of covid-19 on an ad agency - Ian Millner May 26, 2020

Show notes

Ian Millner is global CEO and co-founder of Iris - one of the most successful independent agencies in the UK. He set the agency up 20 years ago as a partnership with his co-founders and it now boasts some of the world’s most famous brands such as Samsung and Adidas. A genuine multi-disciplinary agency with offices around the World iris have successfully moved with the times.

In this episode we cover

Introduction – how Ian is doing!
Impact – how the virus affected business
Challenges – what have been the biggest challenges this crisis has created for the agency, given the budget cuts
Opportunities – have there been any opportunities arise from the pandemic?
Team – what has been the impact on the team? How should you lead others remotely?
Future – how do we look to the future and stay positive?

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

Creative effectiveness in a crisis - Orlando Wood May 13, 2020

Show notes

Orlando Wood is the chief innovation officer at System1, and author of the IPA's best-selling book, Lemon. He also happens to be my colleague.

What we cover:

What is Lemon all about?
How right-brained attributes in advertising can help long term brand building
What impact will the Coronavirus have on the left-right brained way we think of the world?
Should you continue doing the 'Covid-Ads' or should you stick to what you know?
Can old Ads really be effective? Should brands go into the archives?

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

How to stay positive during the crisis - Simon Dent & Ben Bidwell May 06, 2020

Show notes

About the guests:

Simon Dent
Simon Dent is a former sports lawyer and founder of Dark Horses, a sports marketing agency. Simon had experience of mental health problems in his 20s and after launching a couple of failed businesses he finally got it right with Dark Horses. Dark Horses, the sports creative agency, is the fifth fastest-growing creative agency in the world.

Ben Bidwell
Ben, otherwise known as The Naked Professor, is a mindset coach, writer & public speaker who is pioneering a revolution to change the stigma about mental health. He invites his audience to connect more with their emotions whilst empowering the men in the room to retain their authentic masculinity.

What we discussed

Introduction – who are our guests and how did they get to where they are
Impact – how has COVID impacted on a fast-growing agency?
Challenges – what have been the biggest challenges this crisis has created for the agency?
Opportunities – have there been any opportunities arise from the pandemic?
Team – what has been the impact on the team? How should you lead others remotely?
Future – how do we look to the future and stay positive?

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

How Direct Line are marketing during Covid-19 - Mark Evans Apr 27, 2020

Show notes

Mark Evans is the Managing Director, Marketing & Digital at Direct Line and has been at the company for over 8 years. He's seen some ups and downs but has never seen a challenge such as the Coronavirus. How has the company been impacted, what challenges have they faced and what opportunities can come from this?

What do we cover in this episode?

Introduction – who is Mark Evans and how did he end up in this position
Impact – how has COVID impacted on DLG? It happened on the tail end of a major relaunch of the Direct Line brand
Challenges – what have been the biggest challenges this crisis has created for Direct Line? How are they responding to these?
Opportunities – what opportunities have emerged through this? Are people taking insurance more seriously?
Media – will Direct Line continue to Advertise? Wil the message change?
Team – what has been the impact on the team? How should you lead others remotely?
Future – what's the outlook for the economy and their sector? Short v Long term

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