Uncensored CMO

Today, Jon and Kory explore a simple but often overlooked skill: how to actually find inspiration.From brands like Tony’s Chocolonely to supermarkets, subways, and even nature, they break down why the best ideas rarely come from inside your own company. Instead, inspiration comes from changing your environment, staying curious, and being open to unexpected moments.If you’re feeling stuck, this episode is a reminder that great ideas are everywhere, if you’re willing to look for them.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start00:32 - Why Jon is inspired by Tony’s Chocolonely06:45 - Why you need to look outside your company for inspiration08:35 - Finding inspiration in nature10:54 - The importance of changing your context12:56 - Getting inspiration in a supermarket14:33 - Getting inspiration on the metro16:57 - Why you need to be open to be inspired

Walter Susini, former CMO of Coca-Cola Europe, joins us to share what it really takes to succeed inside one of the world’s most iconic brands. From the enduring power of “Holidays Are Coming” to the role of jingles and distinctive assets.We also dive into innovation at Coca-Cola, including the lessons from Coke Zero and the failed launch of Coke Energy, and where brands often get innovation wrong.But beyond marketing, Walter offers a candid look at the political reality of being a CMO, a theme he explores in his book Bullsh*t Inc., an unfiltered guide to how companies really operate behind the scenes. Drawing on decades of experience, he shares why performance alone isn’t enough, how decisions actually get made, and what it takes to survive and succeed inside large organisations. Get Walter's book here:https://www.amazon.co.uk/BULLSH-INC-Unfiltered-Survival-Corporate/dp/B0G6PVDM11Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start00:58 - Walter Susini’s career journey02:38 - Why Coke ran the holidays are coming ads for so long?05:51 - The power of distinctive assets for Coca Cola - especially jingles08:34 - Why Pepsi used Coke’s polar bear11:50 - What the data says about the Pepsi polar bear ad15:41 - Why Walter is a “Professor of Practice”18:10 - The failed launch of Coke Energy21:29 - Innovation in the drinks industry: launching Coke Zero23:32 - The sweet spot for innovation25:53 - The political reality of being a CMO34:00 - Why Walter’s book cover is yellow37:11 - Why Walter wrote a book on corporate politics40:29 - How to navigate the politics in a business42:27 - Why you can still be fired if your performance is great44:54 - Performance theatre beats actual theatre47:15 - Why decisions don’t get made in meetings47:57 - Why vulnerability and psychological safety are non-existent in business49:33 - Dealing with buzzword hyperfocus53:39 - How to survive the corporate jungle

Leadership at the top level doesn't come free it costs time, energy, and often the comfort of a predictable life. In this episode, Kory and Jon get honest about what it really takes to lead as a CMO: the personal sacrifices, the travel, the pressure, and the constant balancing act between work and home. From managing time zones on the road to the surprisingly powerful concept of strategic laziness, this is a candid look at what high-performance leadership actually demands, and how to make it sustainable.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start00:39 - What sacrifices do CMOs need to make04:37 - How to balance work with home life06:36 - Managing time zone differences when you travel10:41 - How to apply strategic laziness14:15 - How to lead effectively under pressure from travelling

Last year, I sat down with Jaguar MD Rawdon Glover to unpack one of the most controversial rebrands in automotive history. Now, the car is real and I got a chance to ride around the test track in it.Joined by Rory Sutherland, we travelled to Jaguar’s HQ to experience the new car in prototype form. What followed was a conversation on whether this radical reinvention is genius or madness.We dive into the thinking behind the design, the disappearing trade-offs between performance and comfort, and why Jaguar is deliberately challenging convention. Rory brings his trademark perspective on behaviour and perception, including how to rethink “range anxiety” and what makes a product feel truly desirable.This is a rare look inside a brand attempting one of the boldest transformations in modern automotive history.Timestamps00:00 - Start01:10 - What has gone into creating the new Jaguar?04:00 - Balancing performance and comfort05:43 - The power of choosing conflicting goals07:51 - Why the new Jaguar is being tested on ice?10:32 - How close is the concept car to the production car?12:54 - Who is the target audience for the new Jaguar?14:30 - The design process of the new Jaguar18:41 - The Spirit of Jaguar Campaign20:46 - Why the metrics for electric cars need to change22:13 - Why the new Jaguar is a bargain at £130,00025:34 - Will petrolheads like this car?26:37 - Why electrification changes the paradigm of what’s possible30:47 - Rory’s pitch for removing battery anxiety33:08 - Why Ferrari and Lamborghini took different approaches to EVs35:21 - Will the new Jaguar be a Waymo?36:27 - How are Jaguar predicting demand for this car?36:41 - How will Jaguar predict demand for the car?37:57 - The marketing plan for the new Jaguar40:57 - Is the residual value of electric cars a worry?42:12 - Customisation options for the new Jaguar46:03 - What would Rory do if he was in charge of Jaguar49:26 - The decision behind the bold car colours

Getting fired is one of the most humbling experiences in business, and one of the most instructive. In this episode, Kory and Jon get candid about the times they've been let go, what went wrong, and the hard-won lessons that followed. Jon in particular has a story or two to share (including getting fired twice in 18 months), and between them they unpack what it really takes to survive and thrive in high-stakes leadership roles.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start01:22 - What Jon learned from being fired twice03:35 - How not to get fired08:20 - How to understand your boss (so you don’t get fired)10:50 - Align yourself with the company, not just personal goals13:11 - How Jon got fired for the second time in 18 months16:12 - Are you the right person to work for a high growth company?17:50 - Be careful where you get hired

It’s not often you meet a CMO who helped build a unicorn from the ground up while creating an entirely new category. Steve Beckett, CMO of Zwift, joined as employee number five and played a key role in turning Zwift into the global sporting powerhouse it now is.In this episode, Steve shares how Zwift balanced performance marketing with brand building, deeply understanding the acquisition metrics while making bold brand bets, including becoming the founding sponsor of the Tour de France Femmes avec Zwift. We also explore how the business scaled through COVID, the bold move to launch their own hardware, and the role brand played in raising capital.This is a conversation about what it really takes to build a category-defining company and why the best CMOs understand both the metrics and the magic.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start02:51 - Steve’s work with team Sky05:05 - Learning about success inside Team Sky07:09 - From Sky to employee number 5 at Zwift08:36 - How Zwift invented the indoor training category13:37 - The behavioural science behind Zwift14:51 - Has anyone turned pro from riding on Zwift?17:18 - How Covid impacted Zwift23:11 - Growing at all costs vs profitability27:28 - Whats it like working for a founder led startup29:50 - How brand helped Zwift raise money32:06 - From selling software to selling hardware34:14 - Why Zwift sponsor the women’s Tour De France38:09 - Advice on how to create a unicorn business

Companies have boards of directors to make big decisions, so why don't individuals? Kory does exactly this in her life, so she breaks down why she does it, how she chose the people to be a part of her board, and the kind of decisions they helps her make.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start01:17 - What is a personal board of directors?04:07 - When to use your board of directors04:51 - What makes a good personal board of directors?06:21 - How to choose your board08:58 - The power of networking11:41 - What not to do with your personal board of directors12:37 - Finding people outside your industry19:09 - Why you learn more deeper into your career

Carly Natalizia, Chief Commercial Officer at Gymshark, joins us to share how one of the UK’s most exciting brands continues to grow while staying close to its community. From starting her career in finance to leading commercial strategy at Gymshark, Carly offers a unique perspective on leadership, growth, and customer obsession.We discuss Gymshark’s rise as a challenger brand taking on global sportswear giants, what it’s like working alongside founder Ben Francis, and how the business balances brand and commercial priorities. Carly also shares lessons on sustainable growth, executing big ideas, and how Gymshark keeps its finger on the pulse of its customers.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimstamps00:00 - Start01:08 - How Carly went from finance to marketing02:19 - Career advice to Carly’s younger self04:09 - Why Carly moved from finance to retail and the differences between them07:28 - The Gymshark story: taking on the sportswear giants09:02 - What its like working for the UK’s youngest billionaire, Ben Francis15:07 - Carly’s promotion from Chief Digital Officer to Chief Commercial Officer16:01 - How Gymshark stay close to the customer17:21 - How to be an effective leader in the c-suite at Gymshark18:44 - How the Chief Commercial Officer and Chief Brand Officer work together25:04 - How do you maintain sustainable growth26:46 - Gymshark NYC store launch29:25 - The success of Gymshark’s “We Do Gym” campaign31:24 - How to execute great ideas well

e.l.f. lives by the mission of being "a bold disruptor with a kind heart" a refreshing stance when disruption is rarely paired with kindness. Kory explains why kindness is at the core of how e.l.f. operates, what it actually looks like in practice, and what holds most people back from embracing it.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cWatch the Uncensored CMO episode with James Watt:https://www.youtube.com/watch?v=rOp1CPZ0CNMLinksUnreasonable Hospitality by Will GuidaraG.O.A.T. Wisdom by Dr Brent RidgeTimestamps00:00 - Start00:53 - Being a bold disruptor with a kind heart03:11 - The difference between being kind and being nice08:02 - Why we should be kind to our competitors09:30 - The science to kindness10:56 - Why fear of embarrassment stops us being kind17:02 - The power of kindness for your career19:08 - Kindness doesn’t have to be big gestures

Zach Kitschke joined Canva as employee number five. Today, the company serves hundreds of millions of users worldwide.In this episode, Zach shares the inside story of Canva’s growth, from the scrappy early marketing that put the company on the map to scaling a brand and product used across the world. We discuss the power of Canva’s freemium model, their bold “Make the Logo Bigger” campaign, and how the company approaches both brand and B2B marketing.Zach also explains how Canva scaled from a team of five to thousands of employees, the leadership lessons he learned from the founders, and how AI is shaping the next chapter for the business.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start00:53 - Being employee #5 at Canva01:46 - The marketing that got Canva noticed at the start03:50 - How big is Canva?04:45 - The challenges growing Canva into a unicorn07:26 - What makes good design according to Canva09:24 - The freemium business model11:46 - Why the Canva founders are giving away 30% of their wealth13:21 - Do Canva invest more in product or brand?14:41 - Canva’s make the logo bigger campaign16:33 - How Canva approaches B2B marketing18:59 - The AI tools that are driving Canva forward22:19 - The most innovative things Zach has done as Canva CMO24:58 - Zach’s tips for delivering a keynote26:59 - Being a CMO scaling from 5 to 5000 employees29:52 - How to run multiple business functions; HR, marketing, customer service31:49 - What Zach has learned from the Canva founders33:32 - How to define the cuture at Canva35:39 - What’s next for Canva?36:35 - What has made Canva so successul?

Every week, Jon and Kory pull back the curtain on the messy, unfiltered reality of building a career on your own terms. Throughout their long and successful careers, they've had their fair share of sh*tty moments and even sh*ttier bosses. From Kory being literally barked orders at in her first job, to Jon being fired after just 3 months at his dream job. These are the moments that make you question everything. But they're also the moments that shape you. Tune in for the lessons, the laughs, and zero sugarcoating.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cWatch the Uncensored CMO episode with James Watt:https://www.youtube.com/watch?v=rOp1CPZ0CNMTimestamps00:00 - Start00:37 - Why sh*tty moments?01:24 - Kory moment #1 - the fire that fuels you04:20 - How to be a good boss05:43 - Jon moment #1 - when to have the hard conversations11:13 - Kory moment #2 - a lesson in de-escalation16:28 - Jon moment #2 - impossible and unreasonable expectations20:59 - Kory moment #3 - be careful of the bridges you burn25:51 - Jon moment #3 - the power of being vulnerable

Jessica Jensen, CMO of LinkedIn, joins us for a high-energy conversation on careers, personal branding, and the future of B2B marketing.We dive into the latest job market data (it might surprise you), the skills employers are actively looking for, and how to grow your personal profile on LinkedIn (which could include posting with flamingo glasses). We also unpack the LinkedIn algorithm, handling negative comments, new features creators and brands should be using, and why B2B marketing absolutely doesn’t have to be boring.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Subscribe to our newsletter, The One Thing:https://newsletter.uncensoredcmo.com/Listen to our new podcast, Uncensored Renegades:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Intro01:04 - Jessica Jensen’s backstory02:02 - The benefits of being a marketer from a non-marketing background02:42 - The difference between B2B and B2C according to LinkedIn03:38 - How to build high-performing teams06:32 - The data on the job market according to LinkedIn10:02 - What skills are employers looking for?12:04 - How do you build a personal brand on LinkedIn (when working for another company)18:25 - 3 tips for building your personal brand on LinkedIn20:04 - What is going on with the LinkedIn algorithm?21:35 - How to make the most of an ever changing algorithm23:16 - Does LinkedIn suppress posts based on gender?26:14 - How to deal with negative comments on LinkedIn28:00 - What new LinkedIn features should people be using?30:48 - What features can brands use to make the most of LinkedIn32:19 - B2B does not have to be boring35:02 - LinkedIn’s billboards poking fun at AI36:21 - How are LinkedIn marketing LinkedIn?41:12 - How are LinkedIn helping younger people get into work43:28 - Addressing the Open to Work badge stigma44:17 - Advice to creators on LinkedIn

How are great products created through innovation? Jon and Kory tackle this topic bringing entertaining examples from their careers, including the runaway success of e.l.f.'s Power Grip primer. So what's the key to innovation? Culture, constraints, and most importantly, being close to your customer.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start01:04 - Why innovation is Jon’s favourite marketing topic01:35 - Creating the cultural conditions necessary for innovation04:25 - The measuring stick for innovation06:23 - Why innovation fails08:19 - The innovation of e.l.f.’s Power Grip Primer15:09 - How constraint breeds innovation20:07 - Innovation when you’re close to your customer

Jim Cregan built Jimmy’s Iced Coffee from scratch, spotting an untapped market, designing a product that stood out, and making its way onto the shelves of Selfridges in just 4 months.In this episode, Jim shares the founding story, the thinking behind Jimmy’s distinctive “BottleCan” packaging, and how personal touches and relentless energy helped build a brand people loved. We also dive into retail strategy, going direct-to-consumer, treating suppliers as humans, and how the £25m exit to Britvic finally came together.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/204486100:00 - Start00:59 - The founding story of Jimmy’s Iced Coffee06:04 - The iced coffee market at the time09:44 - How Jimmy designed and packaged the product12:21 - Why Jimmy’s is in “Cottles” or “BottleCans”19:56 - How Jimmy’s got into Selfridges 4 months after launching20:50 - Hustling their way into Whole Foods and other stores26:58 - How Jimmy’s got a listing in Tesco28:05 - Treating suppliers like humans31:15 - Choosing to go Direct to Consumer in addition to retail32:53 - Adding the personal details that matter34:20 - How Jim marketed Jimmy’s Iced Coffee39:39 - Jim’s advice to aspiring founders41:57 - How the £25m exit to Britvic happened

How do you distil something as complex as marketing into something simple?In this special episode of Uncensored Renegades, Kory delivers a powerful seven-minute poem (originally written as a pattern-disrupting acceptance speech) that captures the emotional weight, pressure, and responsibility of modern marketing leadership.Born from a flash of inspiration at an AC/DC concert, the poem explores the trials of being a CMO, the burden of accountability, and the mental fortitude required to lead.After the performance, Jon reacts candidly, unpacking the themes of ownership, bravery, and the uncomfortable truth that in leadership, pretty much everything is down to you.Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start00:28 - Why marketing is poetry to Kory02:25 - Where did Kory’s love for poetry start?03:58 - How poetry makes complex things simple04:56 - Why Kory wrote a poem and not an acceptance speech12:29 - Kory Marchisotto’s marketing poem19:43 - Jon reacts to Kory’s poem21:04 - The power of mental fortitude24:34 - Pretty much everything is down to you, and you alone26:45 - You don’t have to have all the answers28:05 - Seek out what you don’t know

Thomas Barta is one of the world’s leading experts on marketing leadership. A former McKinsey partner, CEO of the Marketing Leadership Institute, and co-author of The 12 Powers of a Marketing Leader, Thomas has studied what makes CMOs successful through the largest global research project of its kind, over 68,000 leadership assessments.In this episode, we explore what CEOs really expect from CMOs, why so few marketers make it to the boardroom, and what needs to change if marketing is to lead growth again. Thomas shares practical tactics for building stronger CFO relationships, acting with more bravery, and avoiding the “safe” behaviours that quietly kill careers. A must-listen for any marketer serious about leadership.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Timestamps00:00 - Intro00:43 - How Thomas Barta got into marketing02:24 - The surprising thing about marketing at the board level03:52 - What is the CEO looking for a CMO to deliver04:41 - Why are there so few marketers in the boardroom08:38 - What tactics should marketers use to make sure they are delivering growth11:20 - How can CMOs build the relationship with their CFO12:53 - CMO Tenure - is it going up or down?18:59 - What do CMOs need to change?21:13 - Fitting in is the safest way to fail28:11 - The bravery formula29:48 - Why you need to act quickly31:07 - Confessions of a CMO

With Cannes Lions deadlines looming, Jon and Kory dive into what it really takes to pitch, and win, at Cannes.We recorded this episode on the final day of Cannes 2025, with Kory in the thick of e.l.f’s "So Many D*cks" campaign submission for both a Glass and Titanium Lion. With the experience fresh in her mind, she breaks down the realities of the process.Jon brings a different perspective, reflecting on his own Bronze and Silver Lion wins from years past, and the hard-earned lessons that came with them.This is an episode of the Uncensored Renegades podcast. We'll only be posting a few more episodes of Renegades on this feed. To hear episodes of this new show, subscribe in your podcast app of choice:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Intro00:49 - The pitching process for a Cannes Lion03:14 - The pitch process for a Glass Lion06:51 - The power of the Pratfall Effect08:39 - Pitching for a Titanium Lion10:41 - Jon’s tips from winning his Silver and Bronze Lions12:17 - Audience before content14:14 - How to make your campaign interesting (and not dull)16:25 - How e.l.f. makes their campaigns interesting18:58 - How to hack your campaign; babies or animals

Syl Saller CBE is one of the most respected marketing leaders of her generation. Former Global Chief Marketing and Innovation Officer at Diageo, Syl helped lead a FTSE 10 business with more than 200 brands across 180 countries. Today, she’s an executive coach and mentor, President of The Marketing Society, and works closely with C-suite leaders to develop the next generation of marketing leadership.In this episode, Syl shares what the CMO role at Diageo is really like, how to build strong relationships with CEOs and boards, and how to navigate imposter syndrome, difficult conversations, and career-defining moments. We also discuss why she left Diageo, what she’d do differently looking back, and the leadership lessons she now passes on to others.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Timestamps00:00 - Intro00:53 - What’s a CMO role at Diageo really like?02:56 - How to have difficult conversations03:59 - Whats it like being on the board of Diageo?05:04 - Working with Sir Ivan Menezes, legendary Diageo CEO09:10 - How to foster a great relationship with your CEO12:38 - How Syl Saller’s childhood shaped her into the leader she is today18:57 - What would Syl Saller do differently in her career21:29 - How to deal with imposter syndrome as a leader25:31 - How to figure out your life and career plan28:08 - The toolkit for planning success31:40 - Why the challenging moments in life can have the best outcomes34:17 - Maintaining a good work life balance with a senior job38:51 - Why Syl left Diageo in 202040:11 - Why Syl Saller became a leadership coach after leaving Diageo43:10 - Three bits of leadership advice from Syl Saller

This is an episode of the Uncensored Renegades podcast. To hear episodes of this new show, subscribe here:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cWhen you define any other business function, the answer is simple. What is finance? What is HR? What is IT?When you ask, what is marketing? The answer is broad. Is it sales? Is it storytelling? Is it brand?In this episode, Kory and Jon dig into some of the words used to define marketing and decrypt some of the findings.Timestamps00:00 - Intro00:15 - Why is marketing hard to define?04:35 - Why brand is so important08:36 - How your brand shows up when hiring people10:36 - The words that describe marketing14:47 - Do marketers neglect the role of strategy?17:25 - The most surprising words that define marketing18:39 - The power of storytelling

The last time I spoke to today's guest, James Watt, he fired me. It's the first thing we talk about in the episode, but I have nothing but respect for the man who built Brewdog into the Unicorn it is today. Through their impressive marketing stunts, focus on product quality and immense speed of execution, Brewdog successfully took on the beer behemoths and solidified its place in the industry. In this episode we talk about why James made a mistake hiring an executive team (including me), how they convinced a bank to give them a loan in the global financial crisis and how he almost lost £50m to a Russian bank account. Now, James has launched a new venture, Social Tip, a new way brands can connect with consumers.Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861Timestamps00:00 - Intro00:58 - Why did James fire Jon?01:56 - Being in the detail and close to the customer06:07 - Brewdog founding story: how they got funding08:54 - Why Brewdog is so passionate about making a great product13:07 - How Brewdog won their Tesco listing15:58 - How a Tesco listing transformed Brewdog17:37 - The secret to an overnight success20:22 - Why constraints led to great marketing for Brewdog22:09 - Examples of Brewdog’s incredible marketing stunts27:43 - Why James changed his name to Elvis29:28 - Collaborating with copycats: launching ALD IPA31:14 - When marketing stunts go wrong33:28 - How James almost lost £50 million37:48 - James Watt’s favourite business books41:17 - How James Watt felt when he left Brewdog43:01 - Leadership lessons from James Watt about scaling46:05 - Dealing with public scrutiny47:26 - Why James started his new business: Social Tip54:03 - How to pitch your business to James Watt

This is the first episode of the Uncensored Renegades podcast. To hear episodes of this new show, subscribe here:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cKnow your e.l.f.ing numbers - it's your responsibility as a leader. Jon and Kory share stories of when this has helped them in roles, and share advice on how CMOs can be successful in getting more budget, taking bigger risks and, ultimately, grow the brand (for 25 consecutive quarters in Kory’s case).Timestamps00:00 - Intro00:34 - You just do the cutting, sticking and colouring in01:42 - Why knowing your numbers is so important for CMOs05:25 - Making the case for long term marketing investment08:10 - Why CMOs need to earn the right to take risks12:05 - Managing internal politics in the c-suite15:16 - Kory’s formula to create successful work

Jenn Chase, CMO of SAS, joins us to share how one of the world’s most established AI and analytics companies is reinventing its brand. From launching SAS’s first brand campaign in 25 years to shifting the organisation from performance-led to brand-led thinking, Jenn walks through what it takes to drive meaningful change inside a founder-led business.We also discuss how COVID reshaped the brand, why SAS is leaning into humour, the decision to sponsor Liverpool FC, and where AI is having the biggest impact on marketing today. Plus, Jenn shares leadership lessons, the skills every modern CMO needs, and how to build a great culture.Timestamps00:00 - Start01:00 - What is SAS?02:11 - Being a founder led business after 50 years04:38 - Being at the company for 27 years06:03 - How Jenn became CMO of SAS07:57 - How COVID changed the brand forever08:33 - Launching their first brand campaign in 25 years09:22 - Convincing the business to switch from performance to brand10:45 - Creating an effective relationship with the finance team14:31 - What did the business think of the first brand campaign in 25 years?17:22 - How did they manage the effectiveness of their brand campaign?22:04 - Why their new campaign leans into humour24:28 - Why SAS decided to sponsor Liverpool FC27:06 - How to sell in a big idea to an organisation?32:16 - Where is AI having the biggest impact in marketing?36:25 - Leadership advice from Brene Brown39:54 - Skills to be a successful CMO42:59 - What creates a great culture45:12 - How big of a change will AI search be47:08 - The 95:5 rule

This is the first episode of the Uncensored Renegades podcast. To hear episodes of this new show, subscribe here:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cFailure needs to be rebranded. Most see it negatively, but history shows great successes are followed shortly after failures. Jon and Kory tackle the stigma against failures, why we should embrace them across the organisations we work for. They also share their biggest failures in their career and what they’ve learned from them.Timestamps00:00 - Intro01:54 - Why are we afraid to talk about failure?04:07 - Why failures set you up for success11:11 - Jon’s biggest failure18:20 - Kory’s biggest failure

After collaborating with Worldwide Partners on the Confessions of a CMO report (the anonymous report asking top tier CMOs what they really think about the state of the role), I thought I'd team up with the world's most opinionated professor to discuss some of the comments. We talk tenure, politics, management and more.Timestamps00:00 - Intro01:04 - How the Uncensored CMO started02:41 - How Confessions of a CMO originated03:44 - The CMO tenure data06:35 - Why the CMO role isn’t dead, it’s just changing12:02 - The real 4 Ps of a CMO18:57 - Becoming the Chief Mood Officer22:16 - Why marketing needs to provide the meaning for the business27:04 - Why CMOs need to combine data and storytelling28:38 - Why CMOs need to create momentum40:53 - Were there any surprises from the report?About Worldwide Partners:Worldwide Partners, Inc. (WPI), the world’s most collaborative agency network, enables growth through access, flexibility and partnership. With over 90 independent agencies in more than 50 countries, and experience in over 90 industry verticals, Worldwide Partners serves as a hub that harnesses the talent, expertise and diversified capabilities of the agencies within our network to reimagine growth for both brands and agencies.

Listen to the launch episode of my brand new show, Uncensored Renegades, co-hosted with Kory Marchisotto, CMO of e.l.f. and a previous guest on Uncensored CMO.Listen to the new show here:Apple PodcastsSpotifyIn Uncensored Renegades, we talk about the things most people are too afraid to discuss: being fired, failure, terrible bosses, and more.Get to know your hosts, Jon Evans and Kory Marchisotto, hear why we started the show, and find out what’s coming next.Timestamps00:00 - Intro01:06 - Background to Uncensored Renegades01:59 - Why Renegades?02:39 - The response to Jon’s launch post05:48 - What topics will be discussed on the show?08:47 - The partnership that led to the podcast11:50 - Why the name “Renegades”?13:54 - Getting to know Jon and Kory27:45 - What do you do to recharge?38:33 - Inspiring books41:32 - Crowdsourcing topic ideas

Our most popular guest ever is back - Rory Sutherland returns for a wide-ranging conversation on why marketing works best when it embraces luck, spontaneity, and a little irrationality. From the dangers of confected outrage and self-censorship to the unfair economics of marketing, Rory challenges the industry’s obsession with logic, optimisation, and process.We discuss why success is often misunderstood as skill rather than luck, the value of doing a few things irresponsibly, and why inefficiency can be a feature rather than a flaw. As ever, Rory connects behavioural science, creativity, and business reality in ways few others can.Timestamps00:00 - Intro01:16 - How Rory deals with his new micro fame03:12 - How Jon shut down the London Underground07:04 - The problem with confected outrage10:34 - How self-censoring is affecting creativity12:10 - The power of spontaneity and luck in advertising16:03 - The unfair economics of marketing20:54 - Is success just luck?23:12 - Spend 95% responsibly, and 5% irresponsibly30:12 - Doubling down on what your competitors do badly34:32 - Why so many businesses are no longer customer focused35:29 - Inefficiency as a feature37:08 - The power of herd mentality43:26 - What marketers can teach the business world48:13 - Why internal process is killing businesses51:15 - Lessons from 200 years of The Spectator advertising54:47 - Rory’s closing thoughts on marketing

Les Binet and Sarah Carter are back for our yearly special, tacking the biggest marketing stories of the year and what to focus on in 2026. We explore the power of consistency, disguised repetition, and why brands so often misunderstand campaigns. Les and Sarah explain why big brands can’t behave like small ones (and vice versa), how marketers can persuade businesses to invest more in the long term, and whether we’re seeing the end of the purpose era and a return to product-led growth. We also look ahead to the role of AI versus craft in advertising, and what the evidence suggests for the year ahead.Timestamps00:00 - Intro00:38 - The year of consistency05:26 - Disguised repetition11:13 - Do we define campaigns wrong?12:27 - Why you need to go big on your media spend17:07 - Why big brands can’t market like small brands and vice versa23:15 - How can you persuade your business to spend more28:52 - Why don’t we do the long term work, despite the evidence34:19 - Why everyone is wrong about CMO tenure37:18 - Have we seen the end of the purpose era? (and the renaissance of product)44:50 - AI vs craft in advertising

In this special crossover episode, we’re joined by Jimmy McLoughlin, host of Jimmy’s Jobs of the Future, to explore the intersection of politics, media, and marketing. Jimmy shares how he built one of the UK’s most influential political podcasts, landed interviews with the Prime Minister, and why big podcasts now rival traditional media in shaping public opinion.We also compare the most impactful episodes from both shows, debate trust in marketing and politics, unpack why some of today’s biggest tech brands struggle with branding, and make the case for humour in advertising. Timestamps00:00 - Start01:37 - How Jimmy McLoughlin became a podcaster04:21 - How Jimmy got the Prime Minister of the UK on the pod08:50 - The power of big podcasts11:43 - Why can’t politicians be honest?12:56 - The top 5 episodes of Jimmy’s Jobs of the Future16:59 - The top 5 episodes of Uncensored CMO in 202521:25 - What episode has inspired Jimmy the most23:27 - What episode has inspired Jon the most?29:34 - What politician would Jon most like to interview?30:33 - The danger of all the new podcasts being released33:27 - The most untrustworthy professions; marketing and politics34:39 - Webinars need a rebrand35:56 - Why no marketer was involved with branding ChatGPT37:27 - Monzo’s great marketing in 202539:33 - The serious case for humour in advertising39:58 - The different types of happiness in advertising41:46 - The shifting advertising landscape46:13 - Approaching marketing like a politician47:51 - Career advice in 2026 from Jimmy McLoughlin49:20 - When politics and marketing collide

This week’s bonus episode comes from Never Mind the Adverts, hosted by Jon Evans and joined by returning Uncensored CMO guest Orlando Wood. Together, they look back on the biggest marketing stories, debates, and creative moments of 2025. Expect festive cheer, some interesting tipples, and a healthy dose of advertising showmanship.Timestamps00:00 - Start00:41 - Starting with some festive cheer02:04 - The big news stories from 202502:20 - The multiplier effect03:51 - The creative dividend05:05 - The Cost of Dull Media07:17 - Les Binet Go Big or Go Home09:22 - The Wild West of Influencer Measurement13:00 - How the pause screen has become an advertising channel14:30 - Sydney Sweeney, American Eagle and Jaguar - The Crisis16:15 - Mergers and WPP17:26 - Drinks Trolley Break19:00 - Jon’s highlight - awards20:12 - Orlando Wood’s highlight of 202521:46 - Rory Sutherland vs Scott Galloway22:35 - Jon and Alix Earle in Cannes23:52 - Jon cycles up a mountain with Zwift25:12 - Becoming trustee for the History of Advertising Trust26:42 - The History of Christmas Advertising with a special guest33:10 - Who won Christmas in 2025?34:27 - Aldi and Kevin the Carrot35:18 - Waitrose’s strong Christmas showing36:28 - The most viewed Christmas Ads on YouTube37:25 - Amazon re-airing their Christmas ad this year38:20 - The growth of Christmas Ads in 202539:47 - The right brained nature of the successful Christmas ads40:51 - The Coca Cola AI Christmas Ad43:23 - The Never Mind the Adverts Awards44:02 - System1 Star of the Year44:51 - System1 Turkey of the Year45:32 - Name that ad

Emma Harris spent a decade revolutionising Eurostar as its Marketing and Sales Director, leading the brand through years of success and navigating multiple crises. Now the Founder and Chief of Glow London, she works with clients around the world to build brands that are deeply connected to their people and culture.In this episode, Emma shares her journey through marketing, leadership, and entrepreneurship, and the life-altering moment that forced her to rethink everything. After suffering a cardiac arrest, she reflects on ambition, burnout, and what really matters. We talk about building great teams, leaving safe roles to start something new, bouncing back from the hardest year of her life, and why slowing down might be the most radical, and necessary, leadership move as we head into 2026.Timestamps00:00 - Intro00:52 - How Emma got into marketing04:58 - What can sales learn from marketers?07:36 - How to respond to a comms crisis?12:17 - Lessons from a 10 year tenure at a company14:14 - How to get the best out of your employees16:49 - How to hire great people18:14 - Why Emma left her safe role to setup her own agency19:41 - Bouncing back from the worst year of your life20:42 - Why Emma set up Glow, her agency21:39 - Advice for being your own boss22:34 - Emma’s life changing cardiac arrest25:54 - Life lessons from almost dying28:06 - Why you need to slow the f*ck down33:58 - How we should approach the new year37:04 - The power of accountability

As has become a tradition, marketing professor Mark Ritson is back to break down his top 10 marketing moments of the year. We talk fighter brands, the president, Amazon's grannies, deepfakes, mergers and more in this snappy episode. There's nothing more to say - strap in and enjoy the opinionated marketing professor dropping some clangers.Timestamps00:00 - Intro00:32 - Mark Ritson’s top 10 stories of the year01:55 - 10. A big year for mergers04:35 - 9. The painkiller vs the president09:42 - 8. Tesla’s Fighter Brand Failure12:56 - Mark Ritson’s advice to Elon Musk23:05 - 6. Amazon brings back the grannies (compounding)30:10 - Marketing Buzzwords of 202530:20 - Buzzword 1: Hyperpersonalisation30:54 - Buzzword 2: Onmichannel Marketing31:44 - Buzzword 3: Growth Hacking32:38 - 5: The great Cracker Barrel crisis of 202539:06 - 4. Starbucks and their positioning42:10 - 3: New CEOs chasing growth vs gimmicks43:44 - 2. Deepfake Martin Lewis and fraudulent advertising48:33 - 1: Maxi-miniflation

Andrew Warden, CMO of Semrush, joins us to unpack how AI is reshaping search, and what it means for marketers heading into 2026. We discuss whether SEO is really “dead,” the biggest insights from Semrush’s new AI Visibility Index, and how different AI models surface and rank content across industries. Andrew also shares why brand and digital visibility matter more than ever, the growing importance of creators in AI-driven discovery, and practical advice for CMOs trying to stay ahead as search rapidly evolves.This episode is brought to you by Semrush — your unfair advantage in digital brand visibility. From fast-growing teams to global enterprises, Semrush shows you where you stand, where you can win, and how to stay visible across AI Search and LLMs. With unrivaled data and real AI intelligence, Semrush helps you move faster, grow faster, and make sure your brand is the answer wherever customers ask.Timestamps00:00 - Intro02:08 - How disruptive is AI for search in 2026?04:19 - Is SEO dead now because of AI?08:32 - Biggest surprises from Semrush’s new AI Visibility Index Report11:04 - How different AI models treat different industries13:05 - Understanding how AI ranks different sources15:48 - Why content creators are important in the age of AI search18:35 - Why you need to be failing fast in AI21:10 - Why brand matters more in the age of AI24:20 - Why digital brand visibility matters so much26:28 - Advice for CMOs for getting on top of AI for search30:21 - Is AI just making decisions for us?33:19 - Why humanity, authenticity and emotion are more important than ever36:12 - What is Semrush One?

Jo Shoesmith, Chief Creative Officer at Amazon, joins us for a second time to reveal how one of the world’s biggest brands continues to make advertising that connects emotionally and stands the test of time. She shares what she’s learned moving from agency life to leading creativity inside a global giant, why Amazon still invests in traditional media, and the secret to ads that run for 3–5 years without losing impact.We also discuss why right-brained storytelling works, the surprising insights about Gen Z, and how Amazon balances scale, agility, and creativity in the age of AI.Timestamps00:00 - Intro01:21 - Learnings from going agency side to brand side04:18 - How much does Amazon spend on advertising each year?05:02 - Why Amazon still advertises using traditional media06:21 - Why is Amazon’s creative so effective?08:57 - Why Amazon’s advertising is so right brained10:33 - Why Amazon make ads to run for 3-5 years14:25 - Amazon re-airing the popular “Grannies” ad17:00 - Why the industry is obsessed with youth18:33 - The interesting numbers behind Gen Z and advertising21:00 - Japanese Granny Ad from Amazon23:07 - The only Cannes Lion Jon has ever won26:11 - Using production to discover new stories29:48 - Amazon’s CCO’s thoughts on AI and creativity32:56 - Is AI used in the creative process at Amazon?35:29 - How does such a big company stay so agile?36:24 - What one thing has made the biggest difference for Jo?

Zaria Parvez was the creative mastermind behind Duolingo's social media success, having joined the company in 2020 fresh out of University. 5 years later, and after 8 billion impressions, she's left for her next challenge - taking on the social media for Doordash. We speak to Zaria to find out what the secret to the viral success is, and how she plans to replicate this at Doordash.This episode is brought to you by Semrush — your unfair advantage in digital brand visibility. From fast-growing teams to global enterprises, Semrush shows you where you stand, where you can win, and how to stay visible across AI Search and LLMs. With unrivaled data and real AI intelligence, Semrush helps you move faster, grow faster, and make sure your brand is the answer wherever customers ask.Timestamps00:00 - Start00:34 - Why Zaria left Duolingo01:32 - Why Zaria moved from Duolingo to Doordash02:44 - Coping with a rapid career trajectory04:58 - The big moments for Duolingo07:00 - Can you plan virality?08:30 - How important was it having Duo as a brand character11:02 - Why Duolingo killed duo13:23 - Sending Duo’s ashes to Dua Lipa14:05 - What are the conditions that make a successful social media campaign16:01 - How Zaria spots trends and turns them into content17:41 - Thinking long term through a social media lens19:39 - How to scale viral social media efforts21:36 - Why who your boss is matters so much22:52 - When things go wrong on social media24:47 - Why Zaria built a personal brand28:02 - What Zaria is hoping for in the future28:59 - How is AI changing social media?31:36 - Social media advice for podcasters32:20 - How to cope with the intensity of working in social media34:58 - The best marketers hate marketing36:25 - Why you need to embrace boredom

Esi Eggleston Bracey is the Chief Marketing and Growth Officer of Unilever. Esi joined the company in 2018 and has served as President of Unilever USA and CEO of Personal Care in North America. Prior to this, she led their $5 billion Beauty & Personal Care portfolio for North America as EVP and Chief Operating Officer which included responsibility for brands such as Dove, TRESemmé, Suave, Vaseline, Degree, Axe and more. There's a reason why this is a brand building masterclassEsi has been recognised with many industry awards including being named as one of Forbes World’s Most Influential CMOs, a Forbes Entrepreneurial CMO 50, Women’s Wear Daily Marketer of the Year, ADCOLOR Legend, Ad Age Vanguard Award and more.Timestamps00:00 - Intro00:54 - From P&G to Unilever, Esi’s career journey03:09 - How important is breadth of experience as a marketer04:54 - How to increase your marketing budget07:45 - Why Esi has growth in her title and not just Chief Marketing Officer08:36 - The most surprising thing about running 400 brands10:37 - What skills do marketers need to be successful today?12:08 - Esi’s thoughts of AI in marketing17:14 - How to win the hearts of your consumer19:48 - Unilever’s SASSY framework for winning hearts and minds21:45 - Why we buy more when we feel more23:27 - The secret behind the groundbreaking Dove marketing26:45 - Why Uniliver are spending 50% of media on social and 20x spend on creators29:18 - How the Vaseline Verified campaign took off30:37 - Unilever’s framework for successful social media campaigns32:29 - Applying the SASSY Framework to innovation35:19 - Unilever’s collaboration with Crumbl Cookies37:42 - How Unilever uses AI39:45 - Which Unilever brand would Esi buy?41:46 - The power of consistency42:43 - How do you nurture the next $1b portfolio brand

Nick Tran, is the CMO and President of First Round, leading Diageo’s new joint venture with Main Street Advisors to oversee two of the world’s most culturally driven spirits brands: Ciroc and Lobos 1707. Nick shares how he’s approaching brand reinvention vs continuation, why product innovation and cultural relevance are key, and what goes into long-term brand growth. We also touch on the future of social media, AI’s role in marketing, and what it takes to build a truly modern CMO career.00:00 - Intro00:36 - How the Diageo and Main Street Advisors partnership happened?02:49 - The long term view for Ciroc and Lobos 170706:10 - The plan for Ciroc08:57 - Reinvention vs continuation when transforming a brand11:31 - Focusing on product innovation and serve for Ciroc and Lobos 170714:14 - Is alcohol drinking trending down?19:00 - How do you become culturally relevant?22:07 - Using the Liquid Death challenger mindset24:08 - The role of celebrities and influencers for drinks brands27:16 - Why Nick is investing in his personal brand31:53 - What does it take to become a successful CMO?37:04 - How Nick invests in other companies41:59 - Nick Tran’s thoughts on AI45:47 - Have we reached peak social media?50:39 - Bonus Question