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	Titre	Date	Durée
	A Challenger Brand Workout with Gymbox Brand Director Rory McEntee	28 Aug 2024	00:59:34
Regular listeners of the podcast will know how much I love challenger brands, and Gymbox are one of the best examples of a challenger brand really shaping up their industry. Rory McEntee is the Brand and Marketing Director for the challenger Gym brand, and is responsible for some of the most creative campaigns (which have often come along with a side helping of legal letters) that have really put Gymbox on the map. Timestamps 00:00 - Intro 00:45 - Rory’s marketing background 02:27 - Rory’s time at Paddy Power 08:18 - Why Rory joined Gymbox 10:11 - The Gymbox founding story 14:01 - Reframing how people see the gym 16:05 - Using your constraints to your advantage 25:15 - Using every touch point as media 35:11 - Being obsessed with execution 39:27 - Forgiveness not permission with your marketing 46:43 - Dealing with taking risks 48:56 - Why the Gymbox culture is so important 53:44 - How does the business of a challenger gym work
	Brand of the year CMO on Innovation, TED talks and what B2B can learn from B2C - Rebecca Hirst	21 Aug 2024	00:56:11
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
	How Gymshark built a unicorn with influencers - Noel Mack	19 Jun 2024	00:50:21
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
	Tom Goodwin on the metaverse and other marketing nonsense	09 May 2022	00:41:02
Tom 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 - two of them in fact - Digital Darwinism 1 and 2 (out now in the UK). What we covered in this episode: From architecture to advertising Coping with job rejection letters Jon blags himself a job The terrifying feeling of going solo Being a Decathlete rather than sprinter The importance of saying No How the industry lost its way Why customer service has been lost The story behind THAT quote Potential applications of the insight and its limitations How we may be coming full circle Why is better to leverage existing tech rather than gambling on new The challenge of the Metaverse and how society will reject it How technology should be making us more human not less Technology as augmentation rather than replacement Why nothing new has happened in the past 8 years The power of Nowism vs Futurism The biggest barriers to innovation inside larger corporate businesses Where the next big innovations should be The ‘in the office’ auto reply Tom’s new book is out now Links Follow me on Twitter: @uncensoredCMO Follow me on LI: LinkedIn My website: www.uncensoredcmo.com Email me: jon@uncensoredcmo.com
	When The World Zigs, Zag - Sir John Hegarty, BBH	25 Apr 2022	00:52:25
It'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 come out to BBH, two of my favourites in particular being Levi's from the early eighties and more recently, Audi, which was in fact, one of their founding clients and spanned the entire 40 year history of the agency. As you would expect an amazing storyteller full of wit and wisdom and lots of great advice. Here's what we covered: How Sir John got into advertising What advice he would give after 5 decades in Advertising Why you should entertain rather than inform How advertising followed cultural trends Why advertising appears to be making worse creative but expect better results The lack of evidence for brand building via social media How BBH turned Levi’s around and inspired their own agency positioning The making of Levi’s iconic Laundrette advert Why the model ended up wearing Boxer shorts How Levi’s ad revitalised famous music tracks The longest running BBH client How the ‘factory visit’ inspired one of the most famous taglines Why being illogical can be the right thing to do Being defined by your work The importance of creative people at the top of the company How creativity helps solve business problems Advice to clients for how to get the best out of their agency How the audience ended up coming last in our priorities Why we are all making creative decisions and how to be more creative The importance of being Fearless and not being afraid to fail Advice for selling in creative ideas to clients The one piece of creative work John is most proud of Why purpose gets you on the pitch but doesn’t win you the game Advice to a 20 year old John Links Follow me on Twitter: @uncensoredCMO Follow me on LI: LinkedIn My website: www.uncensoredcmo.com Email me: jon@uncensoredcmo.com
	How Pip & Nut went from kitchen table to multi-million pound business - Pip Murray, Pip & Nut	11 Apr 2022	00:58:15
Pip 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 table to full scale production The constant trial and error to find the perfect recipe The confidence that comes from being close to your customer The importance of the right manufacturing partner and selling them the dream The challenge of minimum production run when you get started Pip&Nut’s first customer and the importance of focussing on it What to do when you have no marketing budget Bootstrapping and crowdfunding to cover the first couple of years The pro’s and con’s of starting a business when you are young How easy it is to convince yourself our of an idea and the power of intelligent naivety How the biggest doubts come in as you scale and stakes get bigger The opportunity cost of doing too much Betting big on brand identity from the start Inspiration from the B&B studios portfolio and finding the right chemistry The 3 things every Private Equity company does when they acquire a brand Finding the right design and why Pip used her name in the brand identity The challenge and opportunity of a national retailer listing The trade off between focussed distribution and full scale distribution Why keeping it tight is so important What we can learn from the best soft drink launches The advantage of playing in the niche to begin with Cash flow challenges of a scale up Sources of funding for growth and finding the right people to invest The messy nature of startups and the power of empathy from an experienced investor What the hardest moment of Pip’s journey taught her Divesting yourself and learning to delegate to the team The nerve wracking moment of going on TV for the first time The importance of B-Corp status and making a sustainable brand How Pip would define success The energy you gain from a crisis Why the best way to learn is doing Pip’s advice for her 24 year old self
	Why we should all give a s**t about B2B - Jon Lombardo and Peter Weinberg, LinkedIn B2B Institute	23 Mar 2022	00:52:27
Peter 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 Product Delusion and why it damages marketing How B2B ads compare to B2C on long term brand building What everyone can learn from Salesforce How brand advertising is good for sales and talent The power of cuddly furry animals Publicity vs Persuasion in Advertising Plug for ‘Why does the Pedlar Sing’ by Paul Feldwick Introducing the 95:5 rule The best search engine is the one in your head The importance of aligning marketing with finance Sponsoring the first ever B2B Cannes Lion Advertising is the tax for having a bad product Their least successful Marketing Week article Liberty Mutual and the power of sound What we can learn from Boston beers Super Bowl winning Ad How emotion regulates what we pay attention to Why characters are the most underused tactic in advertising Wear in vs Wear out and why incentives for agency and client aren’t aligned The Originality Delusion and the power of old ideas Bitcoin maximalism and the power of blending something old and new
	Confidence, Creativity & Catching Big Ideas - Andrew Robertson, CEO BBDO	02 Mar 2022	00:45:03
Andrew 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 Year in Ad Age, Adweek (three times) and Campaign (five times). BBDO Worldwide was also recognized as the Most Effective Network in the world by the Global Effies in 2011, 2014, 2015 and 2017. Andrew first came to BBDO in the UK in 1995, joining Abbott Mead Vickers BBDO where he subsequently served as Chief Executive. In 2001, he moved to BBDO North America to serve as President and CEO. He began his advertising career at Ogilvy & Mather, London as a Media Planner. He switched to Account Management and was appointed to the Board of Ogilvy & Mather in 1986. In 1989, he joined J. Walter Thompson and in November 1990, was appointed Chief Executive of WCRS. Andrew has a degree in Economics from City of London University. He currently serves on the Boards of Autism Speaks and Hope Funds for Cancer Research. He is a past Chairman of The Advertising Council. What we covered in this episode: Falling into advertising after starting out in civil engineering Why Andrew learnt selling insurance and gambling through the night The late night conversation that led Andrew to advertising 18 years at the helm of a global adverting business Why getting the people right is the most important task of any CEO The importance of time spent with customers Learning to love problems and embrace them as opportunities Loving what your business creates Where the trophies of ‘The most awarded network agency in the world’ are kept Why ‘meaning it’ is the secret to staying on top of your creative game Building a strong network bottom up with strong local creative agencies Attracting a limited pool of truly exceptional people Why emotion is the most effective thing you can do The power of platform ideas Don’t understand the value of craft Calculating the downside risk to help you take the leaps that lead to upside The pursuit of certainty leads to the norm How the snickers creative idea was ‘caught’ in a line of copy Why all great ideas are obvious after their invention The power of a new way of seeing an old idea Why Andrew’s favourite ad was one that delivered bad news The benefits of sleeping with a homeless guy It’s hard not to buy from someone who makes you smile How confidence in the team beats the silver bullet when it comes to pitching The expectation of agencies to deliver effortlessly seamless and connected communication at every tough point Half my advertising is wasted but it’s gets a lot worse in digital
	The secret to winning the best Super Bowl Ad - Lesya Lysyj, CMO Boston Beer	23 Feb 2022	00:44:36
Jon 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 ads are so predictable Robo puppy and why Kia made the best car ad The winning Super ad of 2022 and no it wasn’t a set up Inventing ‘Your cousin from Boston’ and why it works The power of sticking to the same creative idea Why we get bored of our own ads before our customer does The case for releasing a Super Bowl ad early Creating 2 billion PR impressions from the campaign The power of Your Cousin From Boston lock up Taking a big swing with the company dollars Why a CMO can’t enjoy the Super Bowl when they are advertising The actual robot dogs that protect Boston Dynamics How Boston Beer approach testing advertising Why the idea you like is not always the best idea Founder Jim and his famous post it notes How to get payback from a Super Bowl ad Lesya’s top 3 tips for making a winning Super Bowl ad Why the CFO is such a fan of System1 How do you top a winning Super Bowl ad
	How Brands Grow - Byron Sharp, Ehrenberg-Bass Institute	03 Feb 2022	01:06:36
Byron 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 Marketing: Theory, Evidence, Practice which reflects modern knowledge about marketing and evidence-based thinking. The revised 2nd editionof the textbook was published in 2017. Byron has co-hosted, with Professor Jerry Wind, two conferences at the Wharton Business School on the laws of advertising, and is on the editorial board of five journals. What we covered in this episode: Being turned down for a publishing deal for How Brands Grow Why experts are terrible at predicting the future Marketers getting distracted by Purpose with little empirical support for it The ethical reason we should be focussed on the best return on marketing Byron responds to Peter Field’s Purpose research The top marketing myths exposed by How Brands Grow The No.1 surprise in How Brands Grow Why your customers are mostly the same as your competitors The law of Double Jeopardy and why we are over exposed to our own brands heavy buyers The paradox of very small brands having a larger customer base than expected Physical and Mental availability overlap How similar the top brands look vs ten years ago Lucozade sugar tax backlash and how that proved the laws of marketing The surprising importance of light and very light buyers Why a lot of your sales come from people who haven’t bought you for at least a year The importance of not changing your design Whether the laws vary depending on category Why market research is designed to highlight difference rather than similarity The importance of distinctiveness and being remembered What Levitt, Kotler and Akker got wrong about differentiation Why even bankers can’t tell their banks apart The power of pink concrete mixers Asking an 8 year old to tell you what’s different about your brand The real role of advertising for your brand How search works just like point of sale to catch people as they fall How the laws remain the same in B2B Why Apple isn’t your typical brand when it comes to selling product differentiation Why Ehrenberg Bass has just own distinctive asset Why fruit doesn’t need packaging The biggest unanswered question in marketing Plans for Ehrenberg Bass to make training available to marketers What Byron missed out in How Brands Grow The importance of marketing the research and highlighting the implications Describing Mark Ritson as the best business journalist in the world What Byron thinks about the environment and the role of marketing in it
	How to build a digital brand – Abba Newbery, CMO Habito	24 Jan 2022	00:49:07
Abba is the CMO at the FinTech start up Habito, the fastest growing online mortgage broker in the UK. Prior to Habito, Abba worked as director of strategy at News UK, pioneering the moves towards digital content and as a planner at agencies UM and Carat. What we covered in this episode: Begging Dan the founder for a new job How Habito are disrupting the Mortgage market The power of anger and frustration to fuel business Convincing Uncommon to be a founding client Taking inspiration from Skateboard art and Santa Cruz How to make mortgages ‘gnarly’ Switching off advertising due to too much demand How to measure the impact of your campaign Why Habito went straight to TV as a channel How mortgages can ruin your sex life Producing the mortgage Karma Sutra Writing an erotic novel about mortgages Why Habito sponsored the gnarly world of Skateboarding UK What it takes to train for an Ironman Business lessons from Ironman The generosity of the UK Fintech scene Abba’s top advice for getting into Tech How to create ‘strategic serendipity’ Where to go for a 7 x salary mortgage
	How to be more creative - Kev Chesters	06 Jan 2022	01:16:30
Kev Chesters is the co-founder of Harbour Collective and co-author of "The Creative Nudge: Simple Steps to Help You Think Differently". Previously Kev has been Chief Strategy Officer at Ogilvy UK, Head of Planning at W+K and Planning Director at S&S. What we covered in this episode: How Kev got sued by Dr Dre Bumping into famous people in urinals Why creativity in business really matters The power of advertising to sell jeans Why creative is not the same as making ads The creative power of business constraints How dancing horses can sell mobile tariffs The feel good power of internet memes Why creativity is the underdog’s most competitive advantage How short deadlines actual reduce creativity Why nothing good ever came out of a workshop The importance of never giving up Jon’s most creative achievement with no budget What would you do if your budget was your Dad’s money The power of discontent to drive creativity How being scared signals real creativity The tyranny of average that holds us back from being brave Why creative is the only key to progress How to create the conditions for creativity to thrive Why anybody can be creative in the broadest sense The twin conspiracy of biology and societal conditioning The power of positive dissent and why consensus should be killed Why ‘the meeting’ is never the actual meeting What you can learn from the Devil’s advocate The importance of failure to our success Getting used to the feeling of fear Creative nudges that will help you become more creative How algorithms are great for efficiency but terrible for exploration The importance of being unreasonable What we can all learn from Lady GaGa
	Tony’s Chocolonely: creating a slave free chocolate brand - Ben Greensmith	22 Dec 2021	01:09:07
Tony's Chocolonely is on a mission to make chocolate free of child-labour and slavery worldwide. I catch up with Lord Chocolonely III, or Ben Greensmith who runs Tony's in the UK about what it's like to run a mission-focused challenger brand in 2021. About Ben Ben started his career in food and drink over 20 years ago at IRI and then working for Unilever in a mixture of sales and category management roles. He joined innocent drinks in 2007 and was there for 8 years, holding a number of senior commercial roles and helping build the UK business that was eventually sold to Coca-Cola in 2013 for £0.5 billion. He left in 2015 to join Proper Snacks, most recently holding the position of Chief Operating Officer. Ben has been working for Tony’s Chocolonely since September 2018 as employee number 1 in the UK and is responsible for leading the business in the UK and Ireland. His official job title is Lord Chocolonely iii. About Tony's At Tony’s Chocolonely our mission is to make chocolate free of child-labour and slavery; not just our chocolate but all chocolate worldwide. Tony’s has been around for 15 years in our home country, the Netherlands, where we’re now the number 1 brand with a 20% market share. Tony’s launched in the UK in January 2019 and already the 6th biggest chocolate bar brand and the fastest growing. What we covered in this episode Being named Lord Chocolonely iii How the packaging was invented in 15mins The truth about inequality in the cocoa supply chain The food unwrapped programme that inspired Tony’s How Tony prosecuted himself for crimes against chocolate The lonely battle to end child labour that created Chocolonely The principles that ensure Tony’s helps make production slave free Why Tony’s wants the competition to copy them Challenging the removal of an endorsement by Slave Free Org The different ways Tony’s are making an impact on living wages Why Tony’s bars are created with unequal chunks How Ben convinced Tony’s to let him launch the brand in the UK Creating a £30m chocolate business in just 3 years Challenger brand lessons from Tony’s How Tony’s rate of sale compares to the Chocolate giants The price per gram of Tony’s and how it compares Creating headline news with an Advent calendar SPOILER ALERT: some days may contain extra chocolate Celebrity endorsement for the calendar Customer reaction to the missing chocolate on Day 8 Getting on Have I Got News For You What should be making the news Results of Uncensored CMO poll asking whether it was a good move Why Tony’ back a sugar tax and High Sugar, Fat & Salt (HFSS) legislation Answering the challenge of being responsible for making people fat How to protect your culture as your business grows Crazy about chocolate and serious about people The power of healthy dissatisfaction How to be more outspoken in 2022 The importance of fitness to create energy for the demands of the job
	B2B brand building in the era of AI with Jon Lombardo and Peter Weinberg	12 Jun 2024	00:50:04
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
	How Direct Line won the Marketing Week Grand Prix 2021 - Mark Evans, Direct Line	14 Dec 2021	00:55:29
How do you run marketing for one of the best known insurance brands in the UK, Direct Line? That's exactly what I find out from their CMO, Mark Evans, who has been at the company for a decade. What we covered in this episode: Starting a podcast during lockdown Where Mark gets his energy from The importance of being tuned into your purpose Career lessons from Jimmy Carr Why you should always coach from a position of strength What you can learn from a World Cup winning Rugby squad Lessons from being made redundant 4 times Why you should embrace your failure and learn from it How Mark survived a decade as CMO at Direct Line Why you should fire yourself every 18 months Whether it’s better to work for a Marketing or Finance CEO Why marketing needs to be more than the ‘colouring in department’ The importance of knowing your numbers Why Direct Line decided to retire Winston Wolf The success trap - improving your game even when you are winning How Direct Line positioned itself for success Flipping ‘last brand standing’ to becoming the ‘first brand standing’ Discovering the importance of insurance the hard way How covid changed the new ‘We’re on it’ campaign Topping the charts on the System1 insurance category Why it’s worth sticking with the same agency Who is tipped to be the next Superhero Record profits in a tough year How Churchill make Insurance feels effortless Churchill’s plans to Chill some more in 2022 The power of music to change our the audience feels Marks most popular podcast episode on ‘oh the places we go’ The importance of being true to your audience Follow me: Twitter \| @uncensoredCMO LinkedIn Contact me: Website \| www.uncensoredcmo.com Email – jon@uncensoredcmo.com
	How Yorkshire Tea became Britain’s No.1 Tea - Dom Dwight	01 Dec 2021	01:19:24
Dom Dwight former editor & journalist who, just over a decade ago, discovered a passion for doing marketing properly, most notably through Yorkshire Tea but with a growing focus on coffee for Taylors of Harrogate. He's on a mission to prove that brands can connect with consumers in a way that benefits business, people, and (if it's not too ridiculous) the world. What we covered in this episode: What a Proper Yorkshire Tea business card would look like From journalist to CMO of the UK’s best loved Tea brand Starting out on Twitter in 2008 to connect with ex pats who love tea Going from No.3 Tea brand to No.1 in just a couple of years Transforming market share from 13% to 33% Yorkshire Tea for Yorkshire people using Yorkshire water Why communication was the strategy to unlock growth How social media informed Yorkshire Tea’s tone of voice The serious case for more humour Discovering the ‘where everything’s done proper’ idea with Lucky Generals Why targeting new users was critical for brand growth How well known Yorkshire celebrities helped the brand reach new users Getting Sean Bean to run the company induction Using the Brownlee Brothers for deliveries Asking Michael Parkinson to do your interviews Hiring Kaiser Chiefs to produce the hold music Focussing on quality over quantity for Ad production Turning the Advertising engines off during covid but gaining some useful tailwinds Jon tests Dom on his ability to predict which Ad perform best on System1 The power of movement to capture our attention The importance of creative instincts when making a great ad Why trust is so important when delegating to your team How Yorkshire Tea discovered a sense of humour In house social on a budget vs agency high production The power of low ego at Lucky Generals Inventing the social distancing teapot during lockdown Quietly going carbon neutral and painting the story on pack The importance of culture to the performance of the brand Time invested in genuinely asking ‘how people are; that supports during challenges The Importance of a stable management team over the long term Turning loyal brand drinks into advocates to recruit new ones Customer complaints about not screening the full version of the Sean Bean TV ad Debating which Christmas ads work and which don’t Praising the power of M&S ‘this is no ordinary’ Advertising Yorkshire Tea’s ambition take on the World
	Punks, Purpose & Profit - the biggest marketing stories of 2021 - Russell Parsons, Marketing Week	24 Nov 2021	00:57:37
In this episode I talk with editor-in-chief of Marketing Week, Russell Parsons. We talk about our favourite news stories of the year, the Mark Ritson effect and if we should still be putting "digital" in job titles. Russell's Bio: Russell is the award-winning editor of the UK’s most prominent marketing title. He is responsible for leading Marketing Week’s content strategy across several platforms. Russell is also a trusted authority on marketing issues, delivering keynote speeches and hosting and appearing on panels at industry events. He first joined Marketing Week as a reporter in 2009. What we covered in this episode: • How Russell became editor-in-chief of Marketing Week • Making decisions based on effectiveness rather than efficiency • Discovering purpose back in 2011 • The Mark Ritson effect on Marketing Week • Why every marketer should claim to be digital first in a job interview • How Unilever put digital transformation in the CMO remit • The importance of putting strategy ahead of digital tactics • Is B2B really that different to B2C • The one question Mark Ritson always gets asked • Why we are all B2B marketers but just don’t realise it • What Peter Field really said about Purpose • The importance of demonstrating business impact • How Direct Line have focussed on their real purpose • The biggest bit of good news for every Marketer • Putting performance into brand and brand into performance • Building the world a better funnel with Tom Roach • Russell’s mission to make Marketing Week as nerdy as possible • If its fundamental and flawed it gets read • Why all models are wrong but some are useful • Fake gold BrewDog cans, ASA bans and employee letters • Why negative BrewDog stories might create a recruitment problem • Russell’s favourite Christmas ad of 2021 • The case for Aldi being the quintessential Christmas ad • Predictions for what we will be talking about in 2022
	Planet saving Aston Martin’s and Transport for Humans - Rory Sutherland, Ogilvy	17 Nov 2021	01:35:17
Rory's Bio Rory Sutherland is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency. Before founding Ogilvy Change, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of two books: The Wiki Man, available on Amazon at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day, and Alchemy, The surprising Power of Ideas which don't make Sense, to be published in the UK and US in March 2019. Buy the book, Transport for Humans. What we covered in this episode: What Rory thinks of Orlando’s new book The danger of big data, economic theory and the assumption of ergodicity The strangeness of focus groups Why we’re all trying to project the ‘right answer’ in public forums Why reading novels makes you more attractive to the opposite sex The appeal of true live crime to women Why we should switch mile per hour to minutes per hour Are we nearly there yet? The behavioural science of transport What trains should always leave 2mins late Why we all need a season ticket from the Isle of White to go anywhere in first class Why going first class should be based on length of service rather than status How Brexit is good for employee benefits How the invention of the tube transformed working class access to jobs How the breakthrough happens when you’re doing what everyone else isn’t doing Lucozade Energy and how the perception of change is worse than the actual change The real WHY and the hidden WHO Better for the reputation to fail conventionally than succeeds unconventionally The safe course of action in corporate life is always to be boringly conventional Quality of reasoning isn’t quality of outcome What every second hand car salesman knows The case for making decisions when drunk How behaviourial science can save the planet Never solve a problem based on the average Why we should be able to choose our own contribution to the climate crisis The climate case for a vintage Aston Martin - known as the Kazzoom-brooks postulate The case for choosing premium brands over cheap ones What you can learn from the 4th man in Wales to own a dishwasher Why you shouldn’t post a picture of your car in social media Changing the currency of status signalling to solve climate crisis Rory’s favourite ad campaign of the past 10 years The case for Germany as a tourist destination Why VW should have put cup holders in their cars in the US What we can learn from the German approach to the environment Why we shouldn’t politicise the environment otherwise it creates reputational loss Why winning an argument and holding attention are not the same thing
	How I got fired twice in one year, the Uncensored CMO story - Jon Evans	09 Nov 2021	02:05:00
In this special episode of Uncensored CMO, Jon finds himself on the other side of the mic being interviewed by producer James McKinven, who grills him on some unusual career moves. After a promising start in the City Jon makes a large u-turn and decides to become a marketer instead where he goes on to learn his early craft at Britvic. His next big break came at drinks business First Drinks where he notoriously closed down the London underground after causing a terror threat. After recovering from that he returned to Britvic to launch brands in International markets and from there set up a new team of challenger brands. With the entrepreneurs bug he poured his life savings into a management buy in which didn’t end well. From there he went ‘major league’ as Marketing Director of LRS before being fired. Then landing his dream job Brewdog he only managed 3 months before being fired again. But the story ends well as you find Jon as host of Uncensored CMO and CMO for System1 talking about what makes advertising work. In this episode he shares everything he has learnt in his career and why being fired twice in one year wasn’t the setback you might imagine. What we covered in this episode: What inspired Jon to go into Marketing Making the giant leap from Business Finance to Marketing Getting a big break launching Fruit Shoot at Britvic How small conversations can make a big difference Why leaving Britvic was the best way to get promoted at Britvic Learning the marketing ropes at First Drinks Causing a terror threat in the London Underground Appearing on Have I Got News For You How sometimes it pays to go back What you discover in International marketing Creating a challenger brand from within the company Betting his life savings on a Management Buy In What you learn when you have nothing Landing a grown up CMO role at Lucozade Ribena Suntory Working with a Boxing legend Anthony Joshua Imposter syndrome when going from nothing to £50m budgets Managing perception vs reality in a large corporation organisation Creating the best performing OOH ad ever How to screw up the Lucozade reformulation Getting fired despite delivering every single KPI Jon’s 100 day plan to meet 100 people Landing his dream job at BrewDog Getting fired (again) after only 3 months The power of being unreasonable Was James Watt a good CEO to work for? The unexpected source of work after being fired How Uncensored CMO was born The episode that made him cry What happens next for Uncensored CMO and how he wants to help you
	The power of feeling seen in advertising - Ade Rawcliffe, ITV	25 Oct 2021	00:44:48
Ade joined ITV as Head of Diversity Commissioning in 2017. She was later promoted to Director of Creative Diversity, before taking on the role of Group Director of Diversity and Inclusion and joining the Management Board in 2020. She has responsibility for all diversity and inclusion related matters across the Group, including leading, developing and growing ITV’s Diversity and Inclusion strategy on and off-screen. Prior to joining ITV, Ade spent over 10 years at Channel 4, most recently as Creative Diversity Manager, where she supported and nurtured the careers of diverse creative talent and sought out and commissioned a slate of developments which encouraged diversity, risk-taking and innovation. Ade is currently a Trustee of BAFTA, Chair of BAFTA’s Learning and New Talent Committee, and a Trustee of the National Trust. What we covered in this episode: From making Shirley Bassey’s tea to Director of Diversity & Inclusion at ITV The excitement of seeing a black person on screen in the 80’s Advice for how to get into TV Being inspired by the arrival of Channel 4 How Ade created diversity on and off screen at Channel 4 Thanks for the warm up – positioning the Paralympics in 2012 How Channel 4 led the change throughout the entire industry How the Paralympic advertising beat the Olympics The impact of the pandemic on Diversity & Inclusion Talent is equally distributed so cast your net wide Hiring the best talent vs the people we are most familiar with You can’t be what you can’t see and the importance of role models on screen ITV’s role is to tell a story for everyone Telling someone’s story well rather than everyone’s story badly How off screen diversity has been transformed Learning about other people’s culture through drama The opportunity for more action on social class and disability Why we should stamp out unpaid work experience Top advice for creative Diversity change We are changed when we are seen as we are changed by what we see Proving the commercial case for Diversity in the Feeling Seen report What is good for society is also good for business Nike Toughest Athlete and the power of seeing black pregnant women on TV The power of the wonderful everyday inspiration from Ikea Why it will be good when we no longer have to reference a person’s race The importance of doing your cultural research Telling fresh stories can be a brilliant ways to stand out How the Boots ad makes you feel like real life holidays enjoying yourself Advice to Advertisers to be authentically diverse
	Mini Episode - 5 Reasons to "Look Out" - Orlando Wood	19 Oct 2021	00:08:20
Here's my mini conversation with Orlando Wood, author of Lemon and Look Out where I ask him about 5 key insights from the new book: why it’s rude to stare and how the fixed gaze took over art and advertising whether you can actually build a brand online the serious case for humour how emotions capture our attention the surprising power of the finer details Listen to my longer conversation with Orlando: https://share.transistor.fm/s/9496c9dd Buy the book: https://ipa.co.uk/knowledge/publications-reports/look-out/
	Why it’s time to Look Out - Orlando Wood	12 Oct 2021	01:02:16
Orlando Wood is Chief Innovation Officer of System1 Group and Honorary Fellow of the Institute of Practitioners in Advertising. He is also a member of the IPA’s Effectiveness Leadership Group. Author of Lemon (IPA, 2019), co-author of System1, Unlocking Profitable Growth (2017), his research on advertising effectiveness draws on psychology and a study of the creative arts. Orlando’s work has influenced thinking and practice in the research, marketing, and advertising, winning him awards from the ARF (Great Minds Distinction Award), the AMA (4 under 40), Jay Chiat (Gold Award for Research Innovation), ISBA (Ad Effectiveness Award), MRS (Best Paper and Research Effectiveness Awards) and ESOMAR (Best Methodology). Orlando led the IPA’s Creativity and Effectiveness research for Effectiveness Week in 2018, 2019 and 2020. He has repeatedly worked with Peter Field and the IPA’s DataBank to demonstrate the long and broad effects achieved by emotional advertising, including the performance of fluent devices, a term he coined. Orlando is a frequent conference speaker and has been published in The Journal of Advertising Research, Admap, and Market Leader. What we covered in this episode: Why digital disruption means we need to start ‘looking out’ His last book was a Lemon but it did rather well How Prof Iain McGilchrist inspired Orlando What history can tell us about what is happening today How understanding the brain helps us capture & sustain attention The left brain argument for right brain creativity How our culture lost its vitality The separation of writing a book during lockdown Orlando reads his own introduction to the book Its rude to stare. How the stare has been used throughout history How advertising is starting to reflect art from periods of disruption & conflict Fake news isn’t new. How the printing press created a publishing revolution How the industrial revolution created a loss of community The rapid rise of anxiety and the loss of humour The different modes of attention and why they matter Why we can’t see the wood for the trees We watch what interests us and sometimes that’s advertising How emotion orientates our attention, encodes in memory & aids decision making The role of digital to support brand building ‘broad beam’ advertising Why brand building becomes more important for online businesses How emotion drives more viewing of advertising in digital environments The trap of using digital style ‘narrow beam’ advertising on TV What features in advertising holds attention and drives business effects The swordfish strangler called Wilford. Why uniqueness creates believability. Yorkshire Tea and creating connections Poking fun at rigidity and the serious case for humour What’s too silly to be said can be sung How colour grading can change our mood and how effective an Ad will be The pandemic and why we need a right-brained reaction The story of a dog and cone and the inspiration for this book Look Out for the book o Amazon and via the IPA’s website
	When Brands Stop Advertising - Dr Nicole Hartnett, Ehrenberg-Bass Institute	01 Oct 2021	01:06:23
Nicole is an advertising and media researcher with a particular interest in how to design effective advertising content. Her expertise spans advertising measurement, management and decision making, distinctive brand assets, brand performance metrics and consumer behaviour. She has published in international journals including the Journal of Advertising, Journal of Advertising Research, and the European Journal of Marketing. Nicole also has extensive experience conducting research projects for the Institute’s sponsors across industries and markets, and regularly presents seminars and workshops on various marketing topics. What we covered in this episode: Why Marketers are not good judges of advertising Marketing departments are not better than a coin toss Intermediate campaign variables don’t often correlate to sales Why experience doesn’t make you any better at spotting winners The importance of distinctive assets Why characters are a dying art form Why we all need to be a little more Churchill The case for not changing the creative What happens when brands stop advertising Alcohol, babies, pet food & Pandemics Why scale matters when you go dark How your trajectory determines how bad going dark will be What to do when you manage a portfolio and have to cut spend The long term consequence of going dark Why you need a range of distinctive assets to aid memory The power of blackcurrants as a Ribena distinctive asset Why the high turnover of brand managers is bad for effectiveness Why How Brands Grow is the one book every marketer should have Quiet behind the scenes discipline is what matters when everything changes The comfort of familiarity when it comes to memory Building your business around what doesn’t change Are you measuring what really matters Organisations suffer from short term memory and short datasets Learning from success and failures over a long time series Why the insight department need to start letting go Winning the Boardroom battle with data
	The Long and the Short of It - Peter Field	20 Sep 2021	01:03:02
Peter Field has spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 20 years. His pioneering work on the link between creativity and effectiveness – such as Media in Focus with Les Binet - has earned Peter a global reputation as one of the Godfathers of Effectiveness. What we covered in this episode: How he become ‘Godfather of effectiveness’ Getting fired from two agencies The evidence based approach to marketing Creating the IPA database Origin of The Long and Short of It The curse of short term thinking Why brands take time to build The power of emotion to create connections The window in which you measure effectiveness is vital Long term is broad reach emotional creative Why the 60/40 ratio works Why brand building matters even more for DTC The conflation of physical and mental availability on line The myth of digital replacing brand Convincing the CFO of the role of brand building Why investors really get it Why the ESOV model matters and what it tells us The impact of brand size on ESOV The challenge facing new entrants and why challenger brand thinking matters How economies of scale benefit market leaders The amplification power of creativity The tidal wave of disposable creativity How award judges are celebrating short term activation Even effectiveness awards lack long term results The dangers of going dark in a recession Why we should be more P&G than Coke Why it’s time to celebrate consistency The power of strong fluent devices What happens when brands stop advertising The one thing we should be talking about which we aren’t The breakdown in the correlation between media spend and share of voice Why we should be measuring share of attention rather than share of voice It’s time to start paying for attention Peter Field The Long and the Short of It
	Cannes Lions CEO on the power of creativity, the creator economy and making connections - Simon Cook	05 Jun 2024	00:40:43
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
	The Case for Creativity & Cannes Lions - James Hurman	07 Sep 2021	01:48:59
Here's the articles before you listen: Read the Campaign article Read James' article Part 1 – The Case for Creativity in Business Growing up in a world that didn’t recognise the potential of creativity How Apple ‘Crazy Ones’ Ad inspired James to pursue Advertising James’ mission to prove the value of Creativity Why Jon was supposed to have a career as an Actuary What the research tells us about the role of Creativity on your success Why we should define effectiveness in hard commercial terms Establishing a universal definition with the Creative Effectiveness Ladder Why understanding your commercial contribution will get you promoted Why the CMO needs to match the certainty and measurability of their Exec colleagues How to sell a Gorilla playing drums to your business We overestimate what we can achieve in 1 year and underestimate what we can achieve in 10 The surprising impact on light buyers even on large brands Very few people are buying right now so you must focus on creating future demand The seduction of short term performance metrics How the failure rate of start-ups warn us about the danger of rely on short term metrics only Why it takes an average of 7 years to have an ‘over-night success’ The importance of using familiarity when launching a new innovation Why you shouldn’t ditch the old creative if its good Part 2 – The Controversy over Cannes How little time CMO’s actually spend on Advertising Jon shares the story before his Effie and Cannes Lion wins How Jon created the name for Uncensored CMO on the beach at Cannes System1 puts Cannes Lion winners to the test Why James reacted so strongly to my Campaign article The importance of recognising the power of Creativity in Advertising How the emotion being created by Cannes winners has changed The case for picking a side and standing up for your values Effectiveness awards look back whilst Creative awards look forward What the Nike winners tell us about Juries decision making Aldi Kevin the Carrot and the power of consistency Whether we can judge creative on a first impression only The importance of authenticity when it comes to purpose Wisdom of Crowds and how a Nat Rep samples can be a good guide to effectiveness The power of Excess Creative Share of Voice in addition to standard ESOV How the opinion of others impacts on our opinion of a brand The history of Essity’s Bodyform campaign and how agency & client worked together Peter Field’s Crisis in Creativity and how we have seen a significant shift to short termism What the role of Creative Awards should be Why we all need to work towards a longer term view and apply creativity to the health of our business
	Go Luck Yourself - Andy Nairn, Lucky Generals	11 Aug 2021	01:19:51
Andy Nairn is one of the 3 founders of Lucky Generals, a creative company for people on a mission. It's been shortlisted for Campaign's Agency of the Year for 5 years in a row. In 2021, Campaign named him the top brand strategist in the UK, for the 3rd time in a row. Business Insider has also named him one of the top 5 creative people in world advertising. He's won 24 IPA Effectiveness Awards (including the 2005, 2007 and 2010 Grands Prix) as well as the top 2 planning prizes in the USA (Gold Effie and Gold APGUS). And he's just launched his first book GO LUCK YOURSELF, with all the royalties going to help working class kids get a lucky break into the creative industry. What we covered in this episode: How lockdown led to Andy writing a book Why he went from law to advertising Jon’s ‘lucky’ break creating a new business Why successful companies use their luck better Good luck is more how you handle bad luck How being clear on your purpose helps prepare for bad luck How Napolean inspired Lucky Generals The importance of a popular idea rather than PowerPoint slides Why strategists should make things simple rather than being super intellectuals Lucky Lockdown and a socially distanced Teapot from Yorkshire How Lucky General took Yorkshire Tea from No.3 to No.1 Lucky timing and how the Coop strategy would have been much cooler in Swedish Trolling Tesco with the Coop’s recycling message Premier league footballers lacing up in support of the LGBTQ community Lucky dog story and the role of jeopardy in creating a good ad Making the best Super Bowl ad for Amazon Why the more boring the category the more interesting you become How we lost our history and forgot the power of nostalgia Why lucky mascots are unloved marketing gold How Lucky Generals got everyone to complete their tax returns How the navy beat enemy u-boats by using a new paint scheme What took Taylors so long to put coffee in bags and how they turned this into an advantage Going commando for a good cause and the power of a beautiful constraint Lucky legacy and the battle of the bread brands How they updated the legendary Hovis boy on a bike campaign a won ad of the decade
	The fast and the fearless - Nils Leonard, Uncommon	02 Aug 2021	01:12:18
Nils Leonard has spent over 20 years in the advertising and design industries working at a number of the most recognised agencies in London. In 2017, he founded the Uncommon Creative Studio alongside Lucy Jameson and Natalie Graeme, which aims to be “a creative studio building brands the real world is happy exists”. This episode is split into 3 parts, including a bonus segment from my recording with Nils over a year ago. Here's what we covered: Part 1 - Creating brands you wish existed How Nils turned art into a career How he found the 1 ad land job at the Job centre The importance of culture & trust in the turnaround of Grey Why it’s always the people and not the name above the door you should care about The importance of being so clear on your mission that people choose to be in the room How Volvo Life Paint was the inspiration for Uncommon Why you should invest in your own idea rather than begging others to do it Mystery project names, secret hotels and being followed by private investigators How Halo coffee came into the world Why the stories we tell ourselves manifest who we are How panic drove the early success for the agency The power of a website with nothing on it Walking away from a major new client because it didn’t lead to Uncommon work Giving young men confidence via the one second suit Part 2 - The Uncommon work Why Uncommon’s B&Q campaign brought tears to my eyes Uncovering a real truth that led to those funny bright orange posters for B&Q Blowing things up with Reality TV stars for ITV Why we need to make the Ad break as entertaining as the programme Backing start ups with an Uncommon accelerator Moving from advertising to design, experience and new product launches Why the Olympics needs to hold up a mirror to the world right now An Uncommon year to win Campaign Agency of the Year How the Pandemic crisis put creativity into overdrive The emotion of seeing people in the office again Nils gives his best advice to CMO’s on how to get to the best work Painting a picture of cultural success as much as commercial success Don’t be ashamed of talking about your personal ambition to make an impact in the world Jim Carey “if you can fail at what you don’t love why wouldn’t you risk trying at something you do” How fear gives us loopholes to get out of what we should be doing Why you can’t brief someone else on your dream. Only you can make it happen. Part 3 - a pre-pandemic view on the world An early mistake by Nils when he did ‘release copy’ too early how Jon shut down the underground Why your personal purpose matters and how we are seeing a return to creativity The Gigabyte landfill of social content that no-body is asking for How people used to look forward to the Ads as much as the programs themselves Is the fire in your belly stronger than the fear in your head? Breaking the internet with BrewDog’s first ever TV Ad How we entered the age of outrage and sharing what we are offended by Why you should treat outdoor like Instagram The woods are burning so make a choice because everything we do is something we don’t do How making good work is actually a magnet for talent What the Uncensored CMO’s mission should be to galvanise people to start their own venture Make a difference in the world because our time is short
	Can't Sell, Won't Sell; Why adland has stopped selling and started saving the world - Steve Harrison	16 Jul 2021	01:05:56
Pick up a copy of Steve's book "Can't Sell, Wont Sell" here. Steve was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW, where, in the seven years the agency operated, he won more Cannes Lions (18) in his discipline than any creative director in the world. His work has subsequently featured in the D&AD Copy Book. He has also authored Changing the world is the only fit work for a grown man; How to write better copy; and How to do better creative work - the latter becoming the most expensive advertising book ever when it traded on amazon for £3,854 a copy. What we covered in this episode: Why a propose driven entry will increase your chances of winning a Cannes Why creative should come up with an idea to dramatise the benefit of the brand and then sell it to the client How Turkeys beat Lions and what that says about our priorities are Creative awarded campaigns are less effective than in the entire 24 year history of the IPA database Do people still believe in advertising’s role in creating demand? We need to see our purpose as commercial again The drug of fast data. Why we prioritise what is easy to measure rather than what works Lack of accountability to track and evaluate the impact over the long term Why you should judge a CMO on year 2 The importance of winning the board room battle Clients no longer appreciates the time and talent to create great work. The public now to anything they can to avoid advertising. A once powerful business tool is now debased and devalued. Chairman of D&AD. Dropped commercial purpose for social purpose Great examples of social and commercial purpose combining Why social purpose shouldn’t be marketing strategy First purpose is shareholders and employees Lazy solution to a complex marketing problem The insanity of Gillette’s toxic masculinity and how it performed badly against men How did we disconnect from the audience we serve? 84% are 18-40, 80% AB etc we live in a London centric metropolitan bubble How regional agencies reacted differently to London ones Steve’s surprise at the reaction for his book and why he believes social purpose is being pushed by a small clique Why the boycott of GB News should worry us whatever political side we at Why Twitter pressure groups shouldn’t dictate your media strategy Why fear is driving the politicisation of business How pampers got social and commercial purpose right Steve’s manifestos for change Every speech should end with the commercial value of Advertising A new initiative to make creative effectiveness Awards panels needs cognitive diversity What a CMO thinks of Cannes How people fear speaking up Steve’s vision for the future of awards
	Improving your mental game - Dolvett Quince	28 Jun 2021	00:49:18
Dolvett Quince is a real inspiration to his millions of followers but it’s not his Fitness that captured my attention, although you cant argue with the chiselled good looks and winning smile, but his mindset that really impresses. Having overcome a very troubled childhood Dolvett has not let any excuse stop him from pursuing what he loves and being successful. In this episode he shares the mindset that shaped him and the habits that helped him become successful. Consider this a workout for your mind. What we covered in this episode: Dolvett shares his troubled family background and how it was both a gift and a curse The impact of being told he would never amount to anything How facing adversity shaped his outlook on life. The power of forgiveness and how it sets you free. Dolvett’s plan to become the next 007 Why giving away everything he knows to other trainers led to his success Why Jeff Bezos no longer packs his own boxes How do you scale yourself when you hit maximum capacity Why he added cheats into his diet – leaning to clean and earning the cheat Overcoming your perception of yourself and why it’s all in your mind How he could predict who would succeed on The Biggest Loser The impact of the Pandemic on his Fitness business and how ‘stopping helps you see’ The power of persistence and joining the 1% club of podcasts What Dolvett is doing next Can you stay humble and also be successful? The power of Self Love to help you succeed What Dolvett would tell to his 21 year old self The 3 kinds of people in the WWW, those that Wait, Wish & Will Changing lives ‘one rep at a time’ and other great quotes The reason for Dolvett’s next book ‘work out the doubt’ The importance of learning from failure and getting back up and going again Why the most successful people are those that teach others
	Making econometrics like art on a Friday and not maths on a Monday – Dr Grace Kite	21 Jun 2021	01:00:32
What we covered in this episode: What is Econometrics and why you do it? The critical role of people in any econometric project Cristiano, Coke and the complete misattribution of data Importance of senior buy-in to an Econometrics project Making econometrics like art on a Friday not maths on a Monday Marketing as an investment not a cost How the data captures the behaviour of people What Grace learnt when rebranding her business Why Grace has been turning business down How Jon created the Uncensored CMO brand in 45mins Why every tech company has a blue logo Traditional vs Modern marketing and who is right Is creative effectiveness really in decline? How life stage influences media choice more than anything The Wrong and the Right of it and what the data really says Why ‘it depends’ is usually the right answer The importance of evidence over opinion on social media Does paid search actually lead to sales? The role of search as a window into consumer demand Does Share of Search actually predict demand for your brand The one thing Marketers are not talking about but should be About Dr Grace Kite With more than 20 years’ experience, Dr Grace Kite is a business economist who’s worked on more than 120 econometrics projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition. Grace is a columnist at marketing week and WARC and a regular speaker on marketing effectiveness. With over 4,000 social media followers, she now appears alongside the likes of Mark Ritson and Les Binet. She believes that knowledge that arises from effectiveness analysis doesn’t get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid’ in a way that normal people can understand. After earning a PhD in Economics, Grace took on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded the business now known as magic numbers. Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix. She was a technical judge for the 2020 IPA awards, and will judge for WARC in 2021.
	The power of ideas that don't make sense - Rory Sutherland, Ogilvy	07 Jun 2021	01:00:44
Rory Sutherland is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency. Before founding Ogilvy Change, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of two books: The Wiki Man, available on Amazon at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day, and Alchemy, The surprising Power of Ideas which don't make Sense, to be published in the UK and US in March 2019. What we covered in this episode: Why economics doesn’t explain why people buy things How the channel can be more important than the message Why dropping your price should be the most controversial decision you ever make The book that gave Rory a nudge towards behavioural science Why 1 x 10 is not the same thing as 10 x 1 from a marketing perspective Ergodicity. The word every Marketer needs to learn. Why the better your creative is the less you should target it Why Effectiveness is not the same as Efficiency The role uncertainty and risk avoidance plays in choosing a brand Why Usain Bolt eats McDonalds chicken nuggets How to charge for creative work Alchemy. How marketing can add as much value as the product itself. Why it’s time we appreciated Country music and Worthers originals How David Ogilvy described people who don’t respect the consumer Why being over 40 in Marketing means you must be brilliant The case for moving out of London Why students should be allowed to spend their student loan on anything Find out something Rory has never told anyone, it might surprise you!
	How I created the most successful agency of the 90’s - Rupert Howell, HHCL & Partners	19 May 2021	01:54:19
Rupert Howell is one of the founders of the advertising agency HHCL & Partners famous for campaigns for Tango, The AA, Ronseal, First Direct and Go amongst to name just a few. They were awarded ‘Agency of the Decade’ by Campaign in the 1990’s and experienced phenomenal growth for over a decade before being sold to Chime. We covered so much ground in this bumper 2 hour episode, so here's the list of what we touched upon: How Rupert made HHCL the best agency of the 90’s Ruperts New Business Mantra – Honesty. Respect. Trust. Why saying ‘I don’t know’ and ‘we got it wrong’ is so important How the agency’s sole focus is Advertising but the Clients sole focus is the business Why new business should always be separate to the day to day account management How Rupert became ‘the finest new business director of all time’ How to win a pitch even after you have lost it Why the pitch process begins with the phone call and only ends when its announced in Campaign The sole purpose of the pitch is to win and not to solve the clients business problem Why HHCL had a strike rate of 65% for new business What the company annual report can tell you for the pitch process Why you should try and get your customer promoted How Carling Black Label inspired the most successful Tango Advertising of all time How Tango destroyed Fanta and forced Coke to withdraw it from the market How a call from a Surgeon led to the Tango Slap commercial being withdraw from market Why the ‘4th Emergency Service’ transformed The AA and how the bold idea was sold in How spending time with an AA team out on a call led to the idea The importance of winning your internal teams and why they matter as much as your customers Interrogating the product until ‘it confesses its strength’ Why the harder you practice the luckier you get is just as true for an agency The real hard yards of the start-up phase that meant not taking a day off in 3 years How tabloids create controversy and how to respond to it Why relationships are the secret to really succeeding in business Turning down offers to sell the agency including a £1million bribe Why HHCL accepted an offer from Chime with the support from Sir Martin Sorrell Why so few agencies ever succeed after being acquired by a network Why HHCL was never the same after Rupert left and why he would never go back The importance of timing for Founders handing over to the next generation Dealing with bullies, bribary and negotiating an exit from McCann with a boat & DB9 as consolation Which celebrities are still speaking to Rupert after he left ITV Why social media is driven by click bait and negative headlines Why you should give up the news, except perhaps local news The Pros and Cons of a British free press How to get a non-exec role Follow me Twitter \| @uncensoredCMO LinkedIn Contact me Website \| www.uncensoredcmo.com Email – jon@uncensoredcmo.com
	Why Does The Pedlar Sing? - Paul Feldwick	06 May 2021	01:44:18
“the buying of time or space is not the taking out of a hunting license on someone’s private preserve, but it is the renting of a stage on which we may perform” - Howard Gossage This is just one of the tremendous quotes contained in Paul Feldwick’s intriguingly titled new book ‘Why Does the Pedlar Sing?’ about what creatives really means in Advertising. Here's what we covered in this episode: How a Shakespear play inspired the title of the book A short history of Advertising and the different models used The importance of Daniel Kahnemans availability and affect heuristic The Adland myth that entertainment doesn’t sell Showmanship and why we should all be more like PT Barnum Why bad research forces you to do one thing whilst actually doing another Barclaycard and the most honest case history of making an Ad ever written How Rowan Atchison inspired one of the greatest Ads ever made Why any process of discovery will involve a lot of trial and error How PT Barnum created Fame for his Jenny Lind Tour Why celebrity fame and brand building are far more similar than people care to admit Why we should be talking about Fame rather than Mental Availability What we can learn from Strictly Come Dancing “I had more energy & ingenuity” The importance of energy in creating & sustaining success The 4 different facets of Fame that are critical for success Paul’s manifesto for reclaiming Creativity
	Why every CMO needs a crisis to thrive - Damian Symons, Clear M&C Saatchi	29 Mar 2021	00:38:29
Damian Symons is the CEO of Clear M&C Saatchi and author of 'From Choas to Clarity', which we reference a bunch in this conversation. He shares some of the excellent insight gained from this study of over 700 CEO’s and CMO’s into the changing role of the CMO over the past year and more. What we covered in this episode How aligned is the CEO and CMO when it comes to business priorities? Why is the CMO a lot more influential now than a year ago? How a crisis makes you a lot more connected to your customers and colleagues How business strategy and the actions required to deliver it get easily disconnected Why Marketing needs to be much more than just ‘colouring in’ Why CMO’s need to be more accountable for both short and long term investments How CEO’s become more focussed on the long terms whilst demanding short term action from their CMO The importance of a clear narrative, clear evidence and a clear short, medium and long term goals Why successful CMO’s aren’t always the best marketers How you can make this crisis the best thing that ever happened to you The failure of CMO’s to nurture talent and why no-one wants the job The 4 point plan to create clarity from chaos
	How Cadbury turned "Glass and a Half in Everyone" into one of the most effective campaign ideas in the world	29 May 2024	00:54:06
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
	How to punch above your weight - David Thomas, Commercial Director, Southampton FC	04 Dec 2020	00:43:16
Confession time. As a Saints fan, this is certainly a case of mixing business with pleasure. But bear with me for a moment. A year ago Saints suffered the worst defeat in premier league history going down 9-0 at home to Leicester. For most clubs this would have meant firing the manager and sparking an inevitable tumble into relegation and financial uncertainty. But not Southampton. They stuck by their man and a year later are challenging at the top of the Premier League briefly going top on the same day as this interview was recorded (obviously my motivational skills were critical ….). So what does this have to do with Marketing? Well, it turns out quite a lot! Most of us will have faced a giant setback at some point (if you haven’t then maybe you not trying hard enough!) and how you respond is one of the most important things you’ll ever do in your career. Understanding the importance of your belief and values, the role consistency plays, communicating much more than usual, learning to play as a team etc. In this episode, I meet David Thomas, Commercial Director to find out what has transformed Southampton as a Football Club and what you can learn from it. Here's what we discussed: How the greatest defeat in Premier League history led to Saints challenging the best What Premier League managers and CMO’s have in common and the importance of consistency The secret to why playing behind closed doors might be playing into Saints hands The Southampton Way – the role of walking the talk in the transformation of the club How a good strategy means you can handle a few knocks without losing your way Why Saints chefs made over 1000 meals a week during lockdown How the sport sponsorship model had to be turned on its head and why it shouldn’t be called sponsorship The need for accountability and ROI for any partnership to succeed Why Saints have the ‘John Lewis’ of kit launches and the most engaged social media of any club How values and belief are at the heart of any great Challenger brand Why the club going into Administration led the foundations of success today Turning potential into excellence and the importance of not punishing failure Why one of the most capped England women chose to coach the Saints women in the 6th tier! How Saints are tackling racism in football. A top 6 finish versus an FA Cup appearance
	Achtung! How to create and sustain attention - Orlando Wood, System1	18 Oct 2020	00:30:12
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 Follow me: Twitter \| @uncensoredCMO LinkedIn
	Mark Ritson - The s**t, the pipe, and what to do with it	21 Aug 2020	00:54:19
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’ Follow me: Twitter \| @uncensoredCMO LinkedIn Contact me: Website \| www.uncensoredcmo.com Email – jon@uncensoredcmo.com Mark Ritson: Twitter LinkedIn
	Why we must focus on what matters - Mark Borkowski	01 Jul 2020	00:48:11
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	25 Jun 2020	00:30:05
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	16 Jun 2020	00:21:07
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 Follow me: Twitter \| @uncensoredCMO LinkedIn Contact me: Website \| www.uncensoredcmo.com Email – jon@uncensoredcmo.com
	Why there has never been a better time to advertise - Kate Waters, ITV	27 May 2020	00:25:07
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	26 May 2020	00:24:23
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? Follow me: Twitter \| @uncensoredCMO LinkedIn Contact me: Website \| www.uncensoredcmo.com Email – jon@uncensoredcmo.com
	Creative effectiveness in a crisis - Orlando Wood	13 May 2020	00:31:45
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? Follow me: Twitter \| @uncensoredCMO LinkedIn Contact me: Website \| www.uncensoredcmo.com Email – jon@uncensoredcmo.com
	How to stay positive during the crisis - Simon Dent & Ben Bidwell	06 May 2020	00:23:20
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? Follow me: Twitter \| @uncensoredCMO LinkedIn Contact me: Website \| www.uncensoredcmo.com Email – jon@uncensoredcmo.com
	From Hamlet to Haribo: the serious case for humour - Trevor Robinson	22 May 2024	00:50:28
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 Direct Line are marketing during Covid-19 - Mark Evans	27 Apr 2020	00:21:33
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 Follow me: Twitter \| @uncensoredCMO LinkedIn Contact me: Website \| www.uncensoredcmo.com Email – jon@uncensoredcmo.com
	New series: marketing in crisis	21 Apr 2020	00:01:54
Welcome back everybody to the Uncensored CMO in rather different circumstances this time. So we were nicely underway with recording season 2 and we had interviews with Rory Sutherland, we had Mark Borkowski on there, Nils Leonard from Uncommon. But you know what? It just didn't seem right to go out there with season 2 as planned when we're all in the middle of a crisis and our minds quite frankly or are elsewhere. So what I thought I'd do instead was bring you some Covid-related catch-ups with industry leaders from different sectors. PR experts, CMOs running businesses with big P+Ls and thought leaders in the industry people like Orlando Wood, author of Lemon. I really want to hear their perspective on how should we be responding to this crisis? What advice can they give us about how they are managing through what is unprecedented times with high level of uncertainty about what the future is going to hold? So rather than give you the whole hour as I did in season 1 these are going to be tight 20-30 minute interviews with people that can offer their perspective advice. Another thing you'll probably notice is a slightly different sound because we're recording from home, so bear with us this season. It might not be quite the rich experience that you're used to if you listened to season 1, but we'll be doing our very best and producer James will be working his considerable magic from his home office. And on the other side will bring you season 2.
	Challenges of being a tech entrepreneur - Jess Butcher	16 Dec 2019	00:35:37
Jessica Butcher MBE is a tech entrepreneur, angel investor, speaker and mentor. She is perhaps most famous as one of the co-founders of Blippar, a pioneer in Augmented Reality which was once valued at over $1billion and described as one of the 20 most disruptive brands in the world. She is the recipient of numerous awards including BBC’s Top 100 women. In this episode: How falling in love led to her big break as an entrepreneur How Blippar created Augmented Reality and what it was like on board a rocket ship that went from 4 to 350 employees and a valuation of $1billion. Why someone with a degree in history wanted to be a tech entrepreneur Which client inspired them to create Blippar enabled business cards Having 3 children in 4 years and how that changed her priorities The challenge of scaling a business and knowing your limits How social media is promoting polarisation, narcissism and infinite scroll time-wasting and how tech needs to become more humane We need to identify between healthy and junk technology and treat it as such Preparing the child for the road not the road for the child The inspiration behind Tick.Done and how it will help people learn how to do things without getting sucked into infinite scroll This is part 1 of the interview with Jess and we’ll be returning in Season2 to discuss what it's like being a woman in tech. Follow me: Twitter \| @uncensoredCMO LinkedIn Contact me: Website \| www.uncensoredcmo.com Email – jon@uncensoredcmo.com Jess Butcher: Twitter Tick Done Blippar The Coddling of the American Mind

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