Uncensored CMO

Work is fundamentally important to the quality of our lives and we are surrounded by more change and choice than ever before. Our careers have become far less predictable and increasingly 'squiggly'. In this episode I have a chat with Helen Tupper, co-founder of Amazing If and co-author of "The Squiggly Career: Ditch the Ladder, Discover Opportunity, Design Your Career".Subscribe to the podcast on YouTube ->Find out more about Helen:The Squiggly Career BookSquiggly Careers PodcastAmazing IfHelen's LinkedInWhat we covered in this episode:How Helen and Sarah started their business on napkinWhy the career ladder is not necessarily the path to success5 years of experimentation to develop the Squiggly businessHow Helen and Sarah went from starting The Squiggly Careers Podcast to 330 episodesHow to create a growth flywheel for your brand or business - making content more usefulWhy creating something of huge value for free is the key to B2B growth - remaining relevantTrusting in reciprocity - why helping people authentically is so important for growthWhy you shouldn't worry about your weaknessesThe Squiggly Careers Book - The 5 Key Skills you needThe importance of deliberately choosing what you want to be known forYour 2 week energy audit - How to discover your core skills and valuesJon and Helen's 12 month career high and why it matteredBuilding high trust teams and emotional safetyLess budget = happy teamsConfidence Gremlins and limiting beliefsTeaching yourself to draw on the positiveLearning how to fail.... and that this means for successThe pressure pedestal - we are not all Simon Sinek!Jon's advice on presentation skillsNetworking Events - how to reframe the fearFired? Redundant? How to get back into employment....fast!Why you should only share what you really care aboutHow curious career conversations will set you up well in you next jobCreating a constant flow of future job opportunitiesHow to use your mobile phone contacts to find the perfect roleRedefining the definition of progressionHelen shares whom Squiggly Careers is for and whom it can helpHelen's advice on crafting your best career storyFollow Jon:LinkedInTwitter

Edward Pilkington is the Chief Marketing & Innovation Officer at Diageo North America, managing a portfolio of the biggest brands in the world, including Guinness, Johnnie Walker, Baileys, Smirnoff and more. If theres anyone that understands how to run marketing for huge brands, it's Ed, and he certainly brings his wealth of experience to this conversation.

Nishma is responsible for leading brand and reputation marketing for Google in the UK. She has led many of Google’s acclaimed projects and campaigns including Digital Garage, This is My YouTube, the Google Executive Summit, Brandcast, ThinkwithGoogle and Be Internet Legends. Nishma is a Board Director at the School of Marketing and is proud to be a Fellow of the Marketing Society. Her accolades include Ad Age’s Woman to Watch, Europe (2018), Campaign A List (2017, 2018 and 2019), Drum Digerati and was recognised in the Hospital Group’s h100 list as one of the most influential and innovative people in the UK’s creative industry. When she’s not looking after her twins or at work, you’ll find her in sparkly shoes dancing in the sun or under the stars!Talking points00:00 Intro00:32 The inspiration behind MadWomen04:18 How Teletext was the Google before Google07:54 The responsibility of managing the Google brand12:20 How Google makes you look clever13:30 What search reveals about humanity16:08 "It’s Ok to Ask" campaign with Uncommon17:59 Why Marcus Rashford helping out with the campaign20:37 It’s not what we ask it’s what we do with the answers20:47 The role of humanity in Google's work24:05 Why we shouldn't just sell cheese26:01 How the Google Pixel phone makes technology accessible to new audiences30:17 CODA, How Google helped people understand the life of someone with two deaf parents34:02 How diverse advertising unites the audience36:40 Telling one person's story well39:40 Diversity and representation in media42:28 How technology democratises the ability for creators to get funded46:54 Creating the worlds first augmented reality brand48:00 Top tips for YouTube creators50:20 How creators and collaborators can grow your brand51:05 The role of AI to democratise tech53:13 Advice for advertisers using YouTube58:01 The surprising effectiveness of brand building style advertising in digital01:00:35 Nishma’s biggest ever failure01:02:36 Outro

Yusuf has worked across most flavors of planning and strategy making him one of the few genuine hybrid strategists. His experience spans a number of the world’s leading corporations including Microsoft, BMW, Samsung, Kimberley-Clark, Kraft and Verizon. He is currently EVP, Client Strategy at NBCUniversal. Early ambition to become a city traderFalling into media planningWearing trainers to workSelling the internet in 1995Crossing the creative and media divideWhy all things are not equalThe birth of planningWhy so many Englishmen end up in New YorkWhy 90’s sitcoms are still so popularThe power of stories to attract a global audienceThe special relationship between audience and programmingThe 3 aspects of Fandom98% of commercial airtime is as engaging as the contentPricing media based on emotionReflecting people identity on screenSatisfying cultural curiosityThe representation hierarchyThe diversity divided when people feel seenThe power of empathy to connect with audiencesHow empathy and sympathy are different things

Today I'm joined by one of the most influential and successful CMOs on the planet, Fernando Machado, of legendary Burger King fame. He went on to work at Activision and now is CMO at NotCo.Fernando is a creative genuis, he's been awarded many, many times I've started to lose count (over 200 Cannes Lions). I wanted to catch up with Fernando and find out what makes a great creative marketer, was that "Mouldy Whopper" campaign actually worth it, and why did they sponsor a low league English football team? We also talk about what is he doing now working for a plant-based company and how AI plays a crucial role for them.LinksFollow JonFollow FernandoWatch UCMO on YouTubeTopics covered:What makes an influential CMOThe culture that leads to award winning workThe importance of influencing an organisation QUOTEThe two hidden P’s of the CMOThe importance of a shared creative ambitionWhy shared values and purposes is so importantWhat it takes to create award winning work QUOTEWhy is takes time to build up the credibility to take risksWhy huge failures are similar to most campaigns QUOTEIf your creative isn’t noticed everything else is academicWhy attracting the best creative talent means committing to bold workThe more creative work you do the more creative you are likely to getWhen you have a smaller budget you have to get more creativeSharing the results for Mouldy Whopper in public to address the criticsWhere the idea for the Mouldy Whopper came from QUOTEWhat Fernando learnt at Activision BlizzardThe power of networking in finding a perfect roleThe biggest challenge facing NotCoWhy the best creative work gets done on small budgetsHow AI is accelerating the development of plant based productsHow AI beat the Nike design departmentHow AI created the most average Pizza advertWhy the brief matters when using AI QUOTEFrom curation to creative, why AI is a tool and not a replacement of the marketing functionWhy Notco is advertising old animalsThink of a colour that doesn’t existThe one piece of advice for marketers

Richard Warren has spent his career working in and growing agencies, but most recently has worked in house at one of the UK's largest banking group, Lloyds. In 2000 Richard founded DLKW as Director of Strategy, which grew to become the the UK’s largest independent agency, before merging with Lowe in 2010. As someone who has spent time on both sides, I wanted to catch up with Richard to find out how to make the most of the agency-client relationship.

Rebecca Dibb-Simkin is the Chief Product and Marketing Officer at Octopus Energy Group. Previously at British Gas, Rebecca has helped scale Octopus into an impressive challenger brand with over 50k customers and $10b in revenue.What we covered in this episodeResponding to a job ad written by Rory SutherlandFrom the tax department to marketingBeing rejected on graduate schemesPoetic job applicationsMarketing jargon that needs to be ditchedWhy being close to the customer mattersThe marketers role in the middle of the spiders webFrom energy industry giant to start upThe spontaneous moment that led to Octopus energyJon blags a speech on the Internet of thingsThe surprisingly short distance to the edge of our atmosphereThe cost advantage of green energyWhich energy sources are the cleanestThe tricky of balance of managing variable sources of energyAdvantages of smart energyHow octopus are helping with the cost of living crisisThe red tape holding us backHow to incentivise people to adopt wind powerThe 40,000 electric blankets helping people in crisisFrom 50,000 customers to 5 millionThe secret to seriously rapid growthThe Brewdog question that drives growthHow to handle 80k job applicationsKeeping the core management team togetherThe advantages of an in house agencyOutrageously good customer service with humansNow the octopus came aboutThe science behind animals as mascotsIn praise of simplicity and products that workRunning the same campaign over and over againThe role of industry awards

Jo Arden is the Chief Strategy Officer of Ogilvy UK, and she joins me on the podcast to talk all things strategy. What's involved, why it's important and how to make a career of it. Jo's experience is vast, not landing a "strategy" role until her 30's and since has had senior roles at Publicis•Poke and MullenLowe.Here's what we covered in our chat:How Jo got into strategyHer winding path from PR through business development and into strategyWhat does a Chief Strategy Officer do?The role of generosity in being a great CSOThe business case for involving your strategy team on a core business problemThe one question you should always ask your customer“Making your thinking as funny as possible”Why the winning ads in technology don’t take themselves seriouslyThe ‘good sense of humour’ approach to planning“If you aren’t having fun you aren’t doing great work”In praise of Dove and it’s purpose in advertising“If it didn’t sell it wasn’t creative”Why the industry loves a crisis narrativeThe crisis in creativity is more of a trend than a crisisCannes Lions role in creative exploration rather than effectivenessJon was left out of his own Cannes Lion winning partyThe one Campaign award no-one wants to winWhy Turkeys eat Lions for breakfast“The consumer is not a moron, she is your wife”The challenge of bringing the consumer into the roomThe importance of doing normal thingsSpending the most time out of the officeRabbits in the office and other fun things at OgilvyGenerating borderless creativityPutting pressure on the task and not yourselfHow to create an environment for creativity to happenWhat Jo would advise her 21 year old selfJon share his almost unbelievable imposter syndrome storyUsing the power of your network

Chaka Sobhani is Chief Creative Officer of Leo Burnett London. With 20 years of experience as an award winning director, writer and creative director, she has worked for the biggest broadcasters, brands and agencies worldwide. She hasn’t had a conventional advertising career, having spent over 10 years as a film maker and in television. Chaka was recruited by ITV to set up and ECD their first in-house creative agency, production company and design studio. She has worked on countless brands including McDonalds, Boots, Coca Cola & more.Watch the McDonalds ad.Talking points:Celebrating Campaign Creative Leader of the YearGetting rejected 200 times before breaking into the industrySetting up ITV’s in-house creative departmentLearning production techniques at ITVHow to make great work on a budgetWhat its like being a global Executive Creative DirectorHelping others being successfulGetting industry acclaim and audience success for McDonaldsWhere the ‘raising your arches’ idea came fromSystem1 Test Your Ad scores for McDonalds Raise Your ArchesThe subtle branding for McDonalds that stood outThe challenge of casting eye brow raisingHow Raise Your Arches became a Tik Tok sensationThe state of diversity and inclusion in the industryHow advertising doesn’t reflect the society we live inTreating diversity with the same passion as new businessTelling one persons story wellThe diversity dividend of representative advertising

Professor Jenni Romaniuk is the International Director of the world-famous Ehrenberg-Bass Institute and author of Building Distinctive Brand Assets and How Brands Grow Part 2 - revised. Jenni is a leading expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth and the role of loyalty and growth. Through her work at the Ehrenberg-Bass Institute she has advised many of the world’s biggest brands.Jenni is an engaging and entertaining keynote speaker that has presented her research at leading industry conferences globally. Her latest book Better Brand Health: Measures and Metrics in a How Brands Grow World, is for anyone who wants to get better at brand measurement and improve their brand health tracking.What we covered in this episode:The soft porn scam version of Jenni’s new bookThe one question Jenni hasn’t been askedPublicity over persuasionHow even academics don’t always have the right beliefsCan you have too many distinctive assets?How marketers over estimate the number of assets they haveWhy Ehrenberg Bass use an owl as their distinctive assetHow do you measure a distinctive assetDoes the time frame of measurement make a differenceThe difference between new and super light buyers for LucozadeBrand tracking on a small budgetWhy differentiation is the most surprising discovery by EBIWhat inspired the book Starting with the laws that shape how brands growThe important of asking the right questionsCalibrating your tracker for your brand sizeWhich definition of brand awareness to useThe importance of non-buyers to your trackersDesigning for the category not your own objectivesWhy brand awareness is a lot less stable than you thinkThe probabilistic nature of memory and why recall changesThe power of Donald Trumps hairTypes of brand attributes and the role they playHow many category entry points does a brand needMental market share and how to measure itDistribution points of the mindThe importance of share of mindJenni writes a song to brand loveHow to measure your marketing Some advice for Word of MouthThe role of physical availability on brand healthThe importance of physical availability to convert customersShopping distinctive assets

A return for podcast guest number 1, Richard Shotton, following the launch of his brand new book "The Illusion of Choice: 16½ psychological biases that influence what we buy"."Every day, people make hundreds of choices.Many of these are commercial: What shampoo to pick? How much to spend on a bottle of wine? Whether to renew a subscription?These choices might appear to be freely made, but psychologists have shown that subtle changes in the way products are positioned, promoted and marketed can radically alter how customers behave.The Illusion of Choice identifies the 16½ most important psychological biases that everyone in business needs to be aware of today – and shows how any business can take advantage of these to win customers, retain customers and sell more.Richard Shotton, author of the acclaimed The Choice Factory, draws on academic research, previous ad campaigns and his own original field studies to create a fascinating and highly practical guide that focuses on the point where marketing meets the mind of the customer.You’ll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit – and much, much more."What we covered in this episode:Why the podcast 4.9 star rating is the best oneThe meanest tweet Uncensored CMO ever hadSocial proof gives you wingsWhy the new book has 16 ½ chaptersFeel free to ignore this chapter in the bookWhy biases affect professionals as well as consumersThe Russian tank effect and how AI can be misledHow AI design a better pair of Nike TrainersRecency, primacy and the peak end ruleHow behavioural science supports the laws of marketingJon ranks the biasesThe Zuckerberg t-shirt principle (red sneaker effect)Why breaking convention is associated with higher statusAlways use concrete phrases not fluffy marketing nonsenseThe more visual the phrase the easier to rememberRelatable stories beat cold hard statisticsTelling one persons story well is better than trying to represent a groupHow well can experts predict a successful Super Bowl AdExperts are trained to see novelty rather than broad appealWe are all rewarded based on sophistication and complexity rather than simplicityHow thicker paper led to more charity donationsWhy marketer can’t predict how well their own advertising will doProfessional forecasters are no better at predicting than the average personWhy freedom of choice leads to much greater perceived valueWhy we would rather suffer a loss if we now someone else has done betterAdverts aren’t trying to be funny anymore even though the funny ones workWhy making a joke would increase your tipsMaking it easy is the best way to make someone do somethingWe radically underestimate the impact of removing frictionRemoving friction beats customer benefits every timeHow to frame your pricing so people buy your preferred productWhat colonoscopies can tell us about the peak end ruleWhy ads with a peak end perform better overallLinksFollow JonFollow RichardWatch UCMO on YouTube

Les Binet and Sarah Carter are planning royalty. Starting out at the iconic BMP, the agency which evolved over time to become adam&eve today, they are the planners behind many famous campaigns. Not least John Lewis which lasted an impressive 14 years. A few years ago their popular myth busting column turned into the well known book ‘How Not to Plan’ taking conventional wisdom and turning it on its head. I catch up with the dynamic duo to pick their considerable brains on the topics they think marketers least understand.Talking points from this episode:The real godfather of effectivenessHow John Lewis changed ChristmasLes & Sarah pick a favourite adWhy vignette ads are a cop outWhat the John Lewis econometrics reveals about the campaignWhy you should make people feel something not show them feelingJon discovers the Long & the Short of itThe best way to really upset LesThat famous key visualCan you ever achieve both long & short at the same timeWhy consumers don’t give a s**tHow myth busting inspired the bookBeing turned down by Marketing WeekWhy there are more P’s than PromotionHow to involve planners earlyThe BMP Philosophy of planningHow not to get caught ShortWhy 60% of campaign results are long termHow not to be consistentKnowing what to change and when to change itWhat advertisers can learn from designersA little plug for Orlando’s fluent device workIt’s only advertising and no-one diedThe case for animals and musicHow not to make senseHow not to change your pricingWhy EPOS data switched spend from communication to price promotionDigital attribution is the new price promotionThe more detailed the measurement the worse the marketing has gotJon shares his only Effie case studyHow not to be differentWhy how you say something matters more than what you sayLes takes down the idea of loyaltyThe one topic which wasn’t covered in the bookFinding things to get angry about

In this episode I'm joined by Sam Conniff, the author of Be More Pirate, creator of Uncertainty Experts and stand-up comedian. I speak to Sam about what marketers can learn from the pirates (which is a genuinely interesting look back in time), how we can deal with uncertain times and find out what his best joke is in his new hobby, stand-up comedy.To win a copy of Sam's book, you just have to guess the number of books he's sold. Send me a message on LinkedIn with your guess.What we covered: Why hot pink is the colour of a punk rebellion Creating a challenger brand pirate operation inside a large soft drink company The fear and loneliness of the challenger Why piracy inspired a book about being an entrepreneur How today is like the golden age of privacy The forward thinking nature of Piracy that are relevant today How piracy is a creative rebellion Pioneering fair pay, equal relationships, insurance scheme, democratic process How the pirate flag became the worlds first super brand How ‘surrender or die’ was a very effective strap line Protecting the pirate brand guidelines The power of shared values in victory What do you do with no money Why values based results never materialised How fear drives decision making Navigating yourself off the map The pirates that work in the Navy How the pirate code ensured strong accountability The role of advertising in a post consumer society The fantasy of the ‘business plan’ compared to lived values What are you willing to fight for? The best modern day pirates How pirates end up becoming the navy Turning land-fill firehoses into luxury items The 5 Pirate Principles also known as the 5 ‘Rrrrr’s’ The upheaval that led to becoming an expert on Uncertainty What you can learn from gang members in prison How the pandemic was predictable The truth in most situations is ‘I don’t know’ There is discovery in doubt The profound impact of increasing your uncertainty tolerance Sam shares a surprising new talent

Nir Eyal is back for the second part of this 2-part Uncensored CMO series. This episode, we talk about the book that made him famous - Hooked - and how you can apply habit-forming techniques to your own marketing work.Some more about Nir:Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. Nir previously taught as a Lecturer in Marketing at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design at Stanford. Nir co-founded and sold two tech companies since 2003 and was dubbed by The M.I.T. Technology Reviewas, “The Prophet of Habit-Forming Technology.” Bloomberg Businessweek wrote, “Nir Eyal is the habits guy. Want to understand how to get app users to come back again and again? Then Eyal is your man.”He is the author of two bestselling books, Hooked: How to Build Habit-Forming Products and Indistractable: How to Control Your Attention and Choose Your Life.

Why the AdContrarian decided to end his weekly newsletterThe irony of Bob getting an award for best speaker at an AdTech conferenceA surprising honour from Byron SharpThe freedom that comes from being an independentBob’s most contrarian ever statementThe shocking amount of personal data gather about every personHow the marketing industry is complicit in on-line tracking and division in societyThe issue of tracking and how we managed just fine beforehandWhy advertising works better when it isn’t personalThe primary role of advertising to create fame for the brandSystem1 data to show the value of Fame buildingWhy most people don’t care about your banner adHow targeting devalued creativityWhy AI will just lead us to more average creative workThe insanity of M&M’s withdrawing their characters in a moral stanceWhy the industry isn’t taking the failures of adtech seriouslyExplaining ‘programmatic poo’ and why it mattersThe 40,000 websites your ad appears onThe 9 billions ads that suddenly disappearedThe important distinction between ad impressions and viewsWhy only 9% of people actual see a banner adWhat happens when we start media buying based on attentionThe things your Gran could have told you about advertisingWhy your audience aren’t ‘buying into the conversation’Is my toilet paper pro Brexit?The scale of ad fraud and why it isn’t newsAd fraud is bigger than Coke or NikeThe scale of ad fraud funding criminal activityWhy low CPM’s drive the wrong behaviour in the digital worldHow 3rd party data only predicted gender 46% of the timeWhether its time for legislation to fix the issuesThe 3 things every marketer can do to helpWhat works in marketing doesn’t work in advertisingIntroducing the Marketing Bottom and what most marketers don’t knowWhy people buy what makes them feel goodHow Fame, Feeling & Fluency predicts successThe one topic we should be talking aboutThe case for being silly and having more fun

Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. Nir previously taught as a Lecturer in Marketing at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design at Stanford. Nir co-founded and sold two tech companies since 2003 and was dubbed by The M.I.T. Technology Reviewas, “The Prophet of Habit-Forming Technology.” Bloomberg Businessweek wrote, “Nir Eyal is the habits guy. Want to understand how to get app users to come back again and again? Then Eyal is your man.”He is the author of two bestselling books, Hooked: How to Build Habit-Forming Products and Indistractable: How to Control Your Attention and Choose Your Life.What we covered in this episode:What motivated Nir to write IndistractableThe one topic that hadn’t been written aboutFocusing on what works in practice and not just in theoryHow the book helped work, life, family and healthWhy we get in our own wayWhat it’s like to see your own book on the shelfWho Nir really wrote the bookWhy yellow is the best colour for a book and podcastUnderstanding what causes distractionThe role of intent in separating traction and distractionWhy you shouldn’t write a to-do listFocus on what is important rather than easyHow work tasks can also be distractionThe internal and external triggers of distractionThe shocking 90% of distractions that come from within usHow we have to master our internal triggersThe secret hack of planning our time rather than to-do’sThe myth of will power of a depleting resource and the one group for whom its trueWhy you should avoid seeing yourself as a victimChanging the narrative we tell about ourselvesLiving to your own values rather than other peoplesMaking time for traction by turning values into timeBeing generous with your money and stingy with your timeThe importance of planning time for fun and interacting with peopleDividing work into reflective vs reactive workUsing your calender rather than email to determine your dayThe tyranny of the to-do listHow to a get to a higher level of team productivityUsing communication tools like a hot-tubHow to manage your bossThe role of culture in supporting its people to be IndistractableHow BCG changed their business cultureWork hard and go home – the lesson from SlackWhy focus is the superpower of the centuryHow to approach meetingsWhy 80% of meetings have no agendaThe surprising number for the optimum number of people in a brainstormThe only reason to have a meetingThe homework required before every meeting

Mark Ritson is back on the Uncensored CMO podcast, and he's more uncensored than ever. This episode brings his ever candid thoughts on the best ads of 2022, who f*cked up and who he's been most impressed by. Strap in for Ritson's Review of 2022.Watch Uncensored CMO on YouTube here.What we covered in this conversation:Biggest marketing cock up of 2022The 2022 new entry on Mark’s Marketing Bulls**t Top 10The biggest surprise of 2022Which brand impressed him the most in 2022Who taught him the most in 2022The short term pay off of long term brand buildingThe challenge of stagflation in 2023Why pricing is a big opportunity for MarketersThe importance of framing and communicating priceHave we passed the peak Christmas Ad yet?The strategy behind Aldi’s successful Christmas AdThe power of Fluent devices to connect short & longThe under leveraged power of music to drive effectivenessHow Coke Holidays are coming owned ChristmasHow doing less leads to moreThe one time a client changed agency and kept the creative the sameJon & Mark review the best ads of 2022 on the System1 databaseHow Cadbury hit 5 Star in only 10sec with hardly any productionThe power of consistency for CadburyHow the emotional response varies by categoryHow Kelloggs owned the breakfast categoryWhat Mark learnt about branding whilst writing articles for the BA magazineHow Go turkey made the Top 5 but remained forgettableHow to value the impact of the musicMark and Jon create the perfect advertHow agencies could guarantee a pitch win with System1When Jon lost out on a Hollywood DirectorWhy marketing is so often seen as a cost not an opportunityJon reveals the No.1 Ad of 2022 (excluding Christmas Ads)Jon reveals the Top 5 Advertisers of 2022How Magnum reflected older people so well in their AdvertisingMarks most famous MW column on Cannes and how it compares to System1 dataJon reveals the No.1 Advertiser of 2022Why simple beats clever every timeBrands are tiny and un-important in consumers lives

What does it take to be the CMO of an iconic British high-street retailer, like Boots? Pete Markey shares his valuable wisdom and insights from a career at the very top.What we covered in this episode:The difficult second album making Boots Christmas AdRediscovering the joy of Hall & OatesWhy Retailers are so good at making Christmas adsMaking people feel more festiveThe importance of escaping reality at ChristmasHow Boots landed on Joy as a proposition for BootsThe purpose of making gifting easier and more joyfulBeing CMO of a high st retailer during covid & recessionHow Boots is using pricing and Advantage card to help customersGoing from ‘good old Boots’ to ‘oh wow Boots’How Boots is using advertising to reflect the full diversity of societyThe importance of telling one persons story wellWising up and showing older people in a better lightHow ‘Summer be ready’ campaign reflected older people as part of the storyThe role of purpose and whether it can also deliver profit Never drink the kool aid on your own purposeHow to tell your brand story internally as well as externally Making the finance team your best friendBeing shortlisted for Brand of the year in two awardsThe power of Boots advantage card as a media channelMeeting the challenge of Black FridayBeing on the Campaign and Marketing Week Top 100 listsImpressing the kids with a Hollywood style photoshootThe secret to being a Top 100 CMOHow the reality of being a CMO is different to the perception Creating the framework for success and unleashing the talent The hidden P’s of Politics and PersuasionThe importance of non-marketing skill set for a CMOPete’s advice to the aspiring CMO – be curious, get trained & build your networkHow Jon got a job that was never advertisedThe hidden power of your networkWhat you should do right now to build your networkHow Jon accidentally ended up doing a speech at the wrong eventThe 100 day plan to meet 100 peoplePete’s aim to terrify himself via improvised comedy

As Christmas ad season is in full swing, I speak to the planning and strategy team from McCann Manchester, the agency that created Aldi’s Kevin the Carrot.What we cover in this episode:Why Darren and Jamie bring a life size Kevin’s to meetingsThe benefit of doing strategy as a pairConvincing a sceptical customer to shop at Aldi for ChristmasTaking inspiration from John Lewis the reigning king of ChristmasHow the humble carrot being the big ideaSelling the idea into AldiWhy they didn’t want to recreate a brand new campaign every yearThe challenge to beat Kevin every yearInspiration from light entertainment and why’s its harder than it looksSticking to what works whilst always finding ways to keep it freshHow to balance Christmas, a cost-of-living crisis & ChristmasThe importance of entertainment even in tough timesJamie & Darren rate this years crop of Christmas adsBeating the benchmark Coke Truck IndexHow Kevin successfully leverages the Long and Short of itUsing System1 testing to screen for early stage ideasWhy the simplicity of the System1 metrics are so importantThe case for testing a 4 min long animaticHow media is like renting a stage upon which to put on a showThe astonishing business results delivered by the Kevin campaignProving that being cheaper doesn’t mean you can’t be betterThe power of combining fame and consistencyWear in vs wear out on the System1 Test Your Ad databaseWhy we are over familiar with our own work vs the audienceHow little attention advertising actually getsThe power of jokes you know the punchline toBeing lovably pirates rather than the navyThe powerful purpose being Aldi’s mission to make good food affordable

The most returned guest in Uncensored CMO history, Orlando Wood, is back. He made a brief cameo last episode but I wanted to dive deeper into creative styles that work in difficult times and if you should re-use old creative.What we covered in this episode:How Hovis proved the power of wear-in with an almost 5 StarCreative inspiration from an ad that is almost 50 years oldHow the romantic era is reflected in the Hovis adThe role of the right-brain in capturing attentionWhat covid taught us about creative wear-in vs wear-outThe accidental creative experiment that occurred during covidProof that ‘wear-out’ is a marketing mythThe difference in campaign length between the US and UKHow right-brained features perform better in recessionWhy Christmas 2022 Advertising is the best yetThe role of nostalgia in difficult timesHow Kevin the carrot delivers consistent 5 Star successGreat creative shouldn’t just be for ChristmasThe power of fluent devices in advertising and re-using old workOrlando’s top 3 tips for investing in a recessionHow good advertising can support price increases in recessionHow brand building helps you come out of recession betterOrlando’s top 3 tips for making creative work in a recessionWhy focussing on character, incident and place make effective creativeThe role of humour in difficult times

Storm clouds continue to gather over the global economy. With the latest quarterly UK GDP figures released on November 11 and the US and other parts of the world also bracing for a recession, this special recording of System1’s webinar dives into how brands can navigate tough times.However, tough times also bring opportunity. As the late great F1 driver Ayrton Senna once said, ‘You cannot overtake 15 cars in sunny weather… but you can when it’s raining.’In possibly the most comprehensive study of recession, Nitin Nohria found that 9% of companies come out of a recession in better shape than they went in.We're joined by Professor Mark Ritson, brand consultant and creator of the Mini MBA in Marketing, and Orlando Wood, author of IPA best-selling books Lemon and Look Out, to understand how brands should approach this challenging period.WATCH: The ad Orlando referenced: Hovis - Boy on a BikeWhat we covered in this episode:Which brands won and lost during covidWhy the CEO expects the CMO to step up in a crisisThe 4 issues that hold businesses back in a crisisWhy marketers must do their market orientation and get their strategy in place firstThe over-whelming evidence that supports investing in a recessionWhat happens when brands go dark and why small brands suffer mostHow ESOV can be more achievable in recession and what it means for the long termThe very strong business case for investmentThe role of operational efficiency and innovation to help come out stronglyHow to get your pricing strategy and communication rightWhether you should be changing your communicationInspiration from a campaign that is as good today as it was 50 years agoHow right brained creative features are connecting better in recessionWhy wear out is a myth based on thousands of ads on the System1 databaseWhat we can learn from the current Christmas AdvertsThe role of character fluent devices to make your advert more memorableTop 3 reasons to invest in creative right nowTop 3 ways to make creative emotionally engagement and effectiveMark and Orlando answer some tough questionsWhy marketing professors don’t teach how marketing actually works

Susan Coghill is the Marketing Director at Tourism Australia and they've got one of the best performing ads on the System1 database, with their new campaign "G'Day". But this wasn't without taking some risks, such as introducing a new brand mascot, getting high profile stars to feature and producing a 9 minute film.Watch the ad here.What we covered in this episode:Why Susan has the best job in the WorldHow to set KPI’s for a tourism brandWhy Tourism Australia kept advertising through the pandemicWhat System1 learnt about advertising during covidWinning the only Effie for a travel company during lockdownPlanning ‘Come and say G’day’ a new global campaign to announce Australia is open againWhich distinctive assets are the most AustralianCreating Ruby Roo the new brand mascotWhat we can learn from the Entertainment industryPutting on a show rather than sellingWhy it’s important to remember you are not the audienceMaking a new version of Men At Work’s ‘Down Under’The role of celebrities in making the ad more distinctiveJustifying spending $125m on the new campaignHow System1 testing gave confidence to make creative decisionsGetting a 4 Star in the animatic testingHow to reassure your stakeholder the creative will workInspiration from the best Christmas advertsAdapting creative for different marketsThe long term plan for RubyThe decline of fluent devices and why you should use themWhether Ruby will appear as a character in real lifeWhy we should all be more like Churchill the dogRevealing the official countdown of the UK’s best advertisers

Sophie is the CEO of The Marketing Society and the author of Superfast: Lead at Speed, in which she offers insight into energy management, purposeful leadership, and keeping pace with breakneck innovation. She is also a passionate advocate of flex work as the future of effective companies, and regularly speaks about innovative approaches to balance business and family life. Her career began at Procter & Gamble and Coca-Cola Great Britain, Interbrand, and then Leo Burnett Dubai. She went on to become CEO of The Caffeine Partnership, an innovative consultancy helping leaders with purpose and pace. Most recently, in July 2020, Sophie became CEO of The Marketing Society, a global community of progressive senior marketers whose purpose is to empower brave leaders.What we covered in this episode:Why Sophie chose a career in marketingThe loneliness of the marketing leaderHow the Marketing Society is creating a communityThe importance of celebrating marketing's role in creating changeWhat inspired SuperfastThe exhaustion that comes from the speed of informationHow the best leaders manage to set the right paceHow to write a book and manage the day jobWhich books inspired Sophie the mostThe importance of managing your energyThe SHED technique to energy managementUnderstanding what energises your teamThe times when you shouldn't go fastThe power of strategic lazinessHow a clear business purpose can drive paceHow Lucozade Sport created a clear purpose around Made to MoveHow the world's most successful business people make decisionsWhy being too fast and too slow can be dangerousWhy being closer to your customer makes decision making easierThe importance of timingHow Jon failed to kill the QR codeSophie's guide to whether the Metaverse will become a success or notWhy it's what you do with good luck of bad luck that really mattersWhat's next for the Marketing Society

Professor Karen Nelson-Field is Founder and CEO of Amplified Intelligence, and Professor of Media Innovation at The University of Adelaide. Karen is a globally acclaimed researcher in media science, is a regular speaker on the major circuits, including Cannes and SXSW, and has secured research funding from some of the world’s largest advertisers. Her first book, Viral Marketing: the science of sharing, set the record straight on hunting for ‘viral success’. Her most recent book The Attention Economy and How Media Works explains the stark reality of human attention processing in advertising. Karen’s commercial work combines tech and innovative methodological design to look closely at attention metrics in a disrupting digital economy.Listen to my first episode with Karen from Cannes.What we covered in this conversation:Reaction to Cannes Lion Triple Jeopardy talkKaren’s career journey to nowMaking the jump from Academia to Business ownerWhy not all reach is created equalHow few people actually pay attention to your advertThe variability of time in view vs actual attention based on platformThe technology that allows attention to be measuredHow the ESOV and reach based model are brokenThe 2.5second rule and how memory is createdHow repetition of advertising helps in low attention platformsHow attention has an elasticity based on the platformThe role of creative in attention rich platformsThe importance of adapting your creative based on the attention of the platformHow to approach media planning with attention in mindWill wearable technology help improve attention measurementKaren’s response to Byron’s recent comments on attentionWhat level of push back the focus on attention is gettingWhat’s coming next for Amplified Intelligence

Now, a topic in this episode very close to my heart. Why are car ads all so bad? I spoke with Kirsten Stagg from Skoda, who's the UK Marketing Director and has made some pretty good ads herself. In fact, Skoda are responsible for the best ad on the System1 database. We also talk a lot about the move to electric vehicles, the biggest revolution since the combustion engine. How do we get more people into electric vehicles over from petrol? And what are the car industry doing to save the planet? So, no shortage of big questions in this episode.What we covered in this episode:Jon explains his failure to get a job in automotive marketingHow Kirsten got a job in the automotive industry despite not owning a carHow you actually pronounce Skoda and why they changed the use of itWhy VW changed their approach to brand building based on how people choose carsKirsten’s favourite VW advert of all timeJon puts Kirsten on the spot about why all car ads look the sameLocal insights vs global executionThe thinking behind ‘it’s a Skoda. Honest’Why the Skoda cake advert is the best in the categoryA ‘driver’s best friend’ and how Skoda inverted the relationship between car and dogThe biggest disruption in the automotive industry since the combustion engine was inventedJon explains how he ended up meeting the director of HR at Daimler Benz who turned him downHow Mercedes have already made their last V8 engineThe role of concept cars in gauging potential customer interestThe barriers to EV adoption and how to overcome themKirsten gives the pitch for making the switch to an EVHow the EV is changing people’s brand perception and encouraging switchingWhy very long-standing agency relationships have helped ensure strong creative workTop tips for getting the best creative work from your agencyWhy you should work with Directors who have low egosThe best ads Jon ever made were with up-and-coming Directors

Leo is the founder of Eden Lab, a new kind of consultancy and venture studio, they don't just advise on how to win in the Net Zero future, they build it with you. He's the former CEO and Chief Strategy Officer of ad agency Grey London, founder of Grey Consulting, speaker, writer and start-up mentor.He believes businesses can help shape the planet for the better. To do that he says we need to invent - and reinvent - companies for a post-carbon world. He scouts, designs and assembles new business models, products and services that actively create a better future for all of us.What we covered in this episode:The state of the industryWhy CMO spend so little time on commsHow to ask better questionsSolving every problem with a posterPost Covid hybrid leaving do’sThe biggest challenges the world facesGood intentions vs real actionThe one mission to end all missionsWhat is stopping marketers making a differenceClimate change ignoranceNot all growth is green growthBridging the gap between sustainability and the consumerWhy fear and ignorance is holding us backThe £12trillion cost of saving the planetHow do we create the change we need to seeWhy it’s time to commercialise sustainabilityMoving from shame to seductionThe gap between consumer experience and sustainabilityWhy Backmarket models a customer centric approachThe importance of the green business modelThe tension between costs of living crisis and doing the right thingThe power of an impossible briefWhy brands will be punished in the future for lack of green credentialsThe future value of your customer bookWhat is your clean share of marketPutting creativity into the heart of the problemCommercialising ESG to create changeBuying trainers for lifeWhat every brand needs to do now

Meghan Farren spent 10 years at KFC UK, spending the last 5 as CMO. What does it take to run a marketing department of one of the biggest consumer brands? What do you do when you run out of chicken as a fast food chicken joint? How do you change your strapline when it involves licking fingers during a global pandemic? And how a strong culture is pivotal for all this creativity to happen.What we covered in this episodeGoing back to KFC after a year - back to school vibeThe realness of working in a KFC restaurantResearch vs real world experienceHow Meg got into marketing in the first placeFrom finance to marketingHow to transition industryExperience vs action and impostor syndromeHow to nail a new jobImportance of cultureHiring the best talentBeing close to the customerMarketing week brand of the yearPower of consistencyThe FCK campaignHow taking a big risk can pay offHow humour in a crisis can helpKFC’s many distinctive assetsHow to do brand innovation wellAdvice for aspiring CMOs

Now it's the summer holidays, and that means everybody's taking a well earned break from all their hard work. And that includes the Uncensored CMO, but producer James never wants to let me off an episode, And he said, why before you go away, why don't you just do a quick episode. So, I thought, why not do a little bonus episode?It got me thinking, what subject do I know a little bit about that might be useful to my listeners? And, this is where I have to put my System1 hat back on, because what we do better than anybody else is advise people on how to make advertising that works. We like to frame that as how to make a five star ad. So in this special edition episode, I talk about why emotion and advertising matters and how I can prove it. And some of the tips that we give all our customers on how to make advertising that actually works.What I covered in this episode:The crazy amount of money spent on advertsWhy 50% are still a waste of moneyThe data for why your creative mattersWhy Creative is your most important toolWhy emotional beats rational advertisingWhy System1 was createdOrlando Wood and his masterpiecesLemonLook OutWhy we make decisionsESOV and how creativity is an amplifierThe reason to pre test your advertisingRight brain vs Left brain advertisingThe decline in creative effectivenessThe importance of Fluent devicesThe 5 things that make a 5 Star adWhy you should take no notice of awardsA shameless plug for System1

Do you think the advertising industry has a problem with age now? In my experience, the majority of marketing departments are run by people under 40. Sometimes the majority, even under 30, and that's reflected in creative agencies as well. I think that's a real problem because if you look at the statistics, people over the age of 55 represent the majority of people in the UK, they have enormous buying power, lost disposable income, and often a bit more time on their hands to spend it as well. So it's such a shame that we as an industry are neglecting a very significant part of the population. Recently that MullenLowe have released a new report called "The Invisible Powerhouse", looking at the lives of over 50s and how we can market to them better. In this episode, I speak to MullenLowe UK CEO, Jeremy Hine, about the report and what we can do to address this problem.What we covered in this episode:52 year old Jeremy introduces himselfWhat inspired ‘The Invisible Powerhouse’ report on age diversityWhy age represents the greatest disparity in Advertising representationHow do older people feel about the way in which they are portrayedThe business case for people ‘Feeling Seen’ in advertisingAlmost half the population are over 50 and own 70% of all assetsWhy not all over 50’s are the sameThe age people feel rather than the age they areWhat segmentation by attitude revealsInspiration from the gear lever design in a JaguarThe dominance of youth in the ad industryHow to brief to ensure older representationThe importance of seeing and understanding the older generationWhy Entertainment matters to an older audienceInspiration from the Magnum campaign featuring older peopleThe value of spending time with older peopleWhat we can learn from TikTokThe stereotypes of older people in advertisingTaking inspiration from Top GunWhy women experience an even greater invisibility in advertisingHow Mullen Lowe led the Governments covid responseHow a crisis super charged creative work & collaborationWhere to get more help on marketing to an older audience

A double header episode as I speak with JP Castlin and James Hankins on the back of their Cannes 2022 talk, in partnership with WARC, "The Gravity of e-commerce".JP Castlin is an independent consultant who coined the term naturalized strategy-making and created the ABCDE framework. JP has been featured in Marketing Week, The Drum, WARC and more, and he also wrote "Strategy in Polemy". James Hankins is the founder of Vizer Consulting & Global VP Marketing Strategy and Planning at SAGE.View JP & James' WARC report here.What we covered in this episode:How the pandemic inspired the Cannes collaborationThe one question everyone was asking at CannesWhat is driving the sudden adjustment in e-commerce valuationsPresenting straight after Gary V’s Cannes talk and our obsession with new thingsThe threat of Stagflation and how it will impact the economyReturning to the 4 P’s for the solution to the problemThe gravity effect of e-commerce and the challenging cost efficiencyDefining the model as a shift from one-to-many from many-to-oneWhy marketers are needed to solve this problemThe real cost of returning e-commerce productsThe long and short effect of guaranteed returnsHow Amazon mitigated the cost of product returnsWhy marketers needs to see the whole picture to solve the puzzleThe Nike business model and how even they struggle to do e-commerceWhy growth-first companies like Uber Eats fail to make a profitThe Vegan Sausage roll principle and the challenge of second-hand car buying platformsWhy fulfilment capability is so critical for e-commerce businessesWhy Cinch are set up to beat Cazoo in the car e-commerce warThe importance of understanding your business model firstUsing creativity to solve the most fundamental commercial challengesWhat we can all learn from the Next annual report and their emergent strategyThe pivotal role of the CMO in a commercial crisis

Today we're joined by David Hieatt, founder of Hiut Denim Co., and The Do Lectures.What we covered in this episode:How to pronounce Hiut and its originsWhat inspired David to start a jeans companyPitching a business aged 14Raised by wolves at Saatchi and SaatchiSetting up their first business HowiesSurviving without pay for 6 yearsHow it feels to sell your businessThe impact of having a dad in the merchant navyThe importance of making people feel somethingHaving a purpose and bringing your values to workHow to find your purposeWhy saving Britains biggest jeans factory inspired David to create HiutCoping with 6 months orders in one monthWhy a newsletter is your most important communiction toolGetting geeky about newsletter statsTrying to beat your best newsletterWriting a book in 30mins a dayLearning from Paul ArdenThe importance of choosing your boss carefullyFocussing on being the most influential 30 person jeans companyBeing better today than yesterdaySaving the planet with the No Wash ClubCoping with 3 years of repairs in 3 months after offering free repairs for lifeThe 88 hours it takes to win businessThe inspiration behind the DO lectures and the irony of 'doing one thing well'Don't just stand there, do something. Making change happen.Selling tickets to Do lectures out in an hourTalks from a cowshed in west wales

I've always had a bit of a love, hate relationship with Cannes. It's wonderful that we celebrate creativity with this event, but seeing how the festival rewards a certain type of creativity, particularly short term activation and purpose recently, I'm starting to wonder how effective Cannes Lions winners are in the real world.So who better to talk to about this than Tom Goodwin, who isn't short of uncensored opinions, to find out what he really thinks of Cannes. Is it just a jolly for the industry? or is it something more?-> Listen to my previous episode with TomWhether Web3 is the next big thingHow dis-interested we are in real people’s livesThe cost of luxury opinionsHaving a seat at the Davos tableWhy normal people do all the wrong thingsHow purpose has replaced creativityMaking good advertising that sellsHow big tech stole the creative footballComparing Cannes to previous yearsHow the Cannes experience can varyThe status symbol of Cannes passesThe future of travel to CannesTom’s view on Gary Vee’s talkInventing the perfect CannesThe case for seducing and entertaining

For the 50th episode of Uncensored CMO, I'm live in Cannes to talk about the triple threat to creative effectiveness. Why effectiveness has been declining over the years, how attention has impacted mental availability and what we can do about it. Fresh off the stage at Cannes Lions 2022, Peter Field, Orlando Wood and Karen Nelson-Field talk us through what they're calling Triple Jeopardy.From Peter Field himself: "Triple Jeopardy is three things: the withdrawal of money from brand and putting it into performance marketing and the short-term on a massive scale. That has drained the mental availability fuel supply, if you like"What we covered in this episodeKaren, Peter and Orlando's triple jeopardy Cannes panelHow effectiveness has progressively declined throughout the yearsWhat's causing the decline? Is it a focus on short term activation vs long term brand building?Why are you calling this triple jeopardy?Why short term activation is damaging mental availabilityMeasuring inwards vs outwardWhy we need to change attention metricsActive vs passive attention85% of ads sit below the attention memory thresholdViewablity metrics are failing usHow the elasticity of attention variesSo how do we solve this? How do we sustain attention?Why we need more right-brained features in advertisingWhat captures attention?Are you paying attention to this very message on this podcast? (and in these show notes?)

Margaret Jobling is the Group Chief Marketing Officer at NatWest. Margaret has spent the majority of her marketing career in FMCG, before to joining the utilities sector in 2014, as Director of Marketing at British Gas. At the beginning of 2016 she moved into a CMO role at Centrica, transforming the firm’s marketing capabilities across all regions. Then in 2020, joining NatWest as CMO.In September 2020, Margaret was announced as one of Marketing Week’s Top 100 Most Effective Marketers for her work at Centrica.What we covered in this episode:How Marg went from laser chemistry to marketingBlagging her way through her first job in marketingCapturing an emotional response in a rational wayHow to look smart giving creative feedback to an agencyThe ABC of assessing a piece of creativeWhy marketers face a much more complex context todayHow marketing is like sex and drivingUsing the language of business in the Board roomWhy marketers should focus on customers and commercials firstThe two hats every CMO wearsCreating a culture where people can test and learnInverting the pyramid and supporting the marketing teamWhy the store manager is kingThe power of showcasing what has gone wrongMarg’s hidden showreel of what went wrongJon’s best training talking about his biggest failuresWhy Marg wouldn’t go back to fast moving consumer goodsThe importance of a consistent customer experienceHow service sector and FMCG differDefining what marketing isThe inspiration behind ‘tomorrow starts today’Why procrastination is the largest barrier to your successWhat NatWest is doing to protect the climateHow banks can finance a greener economyWhich technology we should be paying attention toWhy not even the tech giants know what the future holdsIf it saves time, money or effort it will workWhat being in the Top 100 CMO charts does for MargLeaving the world in a better state than we found it

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 advertisingCoping with job rejection lettersJon blags himself a jobThe terrifying feeling of going soloBeing a Decathlete rather than sprinterThe importance of saying NoHow the industry lost its wayWhy customer service has been lostThe story behind THAT quotePotential applications of the insight and its limitationsHow we may be coming full circleWhy is better to leverage existing tech rather than gambling on newThe challenge of the Metaverse and how society will reject itHow technology should be making us more human not lessTechnology as augmentation rather than replacementWhy nothing new has happened in the past 8 yearsThe power of Nowism vs FuturismThe biggest barriers to innovation inside larger corporate businessesWhere the next big innovations should beThe ‘in the office’ auto replyTom’s new book is out nowLinksFollow me on Twitter: @uncensoredCMOFollow me on LI: LinkedInMy website: www.uncensoredcmo.comEmail me: [email protected]

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 advertisingWhat advice he would give after 5 decades in AdvertisingWhy you should entertain rather than informHow advertising followed cultural trendsWhy advertising appears to be making worse creative but expect better resultsThe lack of evidence for brand building via social mediaHow BBH turned Levi’s around and inspired their own agency positioningThe making of Levi’s iconic Laundrette advertWhy the model ended up wearing Boxer shortsHow Levi’s ad revitalised famous music tracksThe longest running BBH clientHow the ‘factory visit’ inspired one of the most famous taglinesWhy being illogical can be the right thing to doBeing defined by your workThe importance of creative people at the top of the companyHow creativity helps solve business problemsAdvice to clients for how to get the best out of their agencyHow the audience ended up coming last in our prioritiesWhy we are all making creative decisions and how to be more creativeThe importance of being Fearless and not being afraid to failAdvice for selling in creative ideas to clientsThe one piece of creative work John is most proud ofWhy purpose gets you on the pitch but doesn’t win you the gameAdvice to a 20 year old JohnLinksFollow me on Twitter: @uncensoredCMOFollow me on LI: LinkedInMy website: www.uncensoredcmo.comEmail me: [email protected]

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 businessFrom kitchen table to full scale productionThe constant trial and error to find the perfect recipeThe confidence that comes from being close to your customerThe importance of the right manufacturing partner and selling them the dreamThe challenge of minimum production run when you get startedPip&Nut’s first customer and the importance of focussing on itWhat to do when you have no marketing budgetBootstrapping and crowdfunding to cover the first couple of yearsThe pro’s and con’s of starting a business when you are youngHow easy it is to convince yourself our of an idea and the power of intelligent naivetyHow the biggest doubts come in as you scale and stakes get biggerThe opportunity cost of doing too muchBetting big on brand identity from the startInspiration from the B&B studios portfolio and finding the right chemistryThe 3 things every Private Equity company does when they acquire a brandFinding the right design and why Pip used her name in the brand identityThe challenge and opportunity of a national retailer listingThe trade off between focussed distribution and full scale distributionWhy keeping it tight is so importantWhat we can learn from the best soft drink launchesThe advantage of playing in the niche to begin withCash flow challenges of a scale upSources of funding for growth and finding the right people to investThe messy nature of startups and the power of empathy from an experienced investorWhat the hardest moment of Pip’s journey taught herDivesting yourself and learning to delegate to the teamThe nerve wracking moment of going on TV for the first timeThe importance of B-Corp status and making a sustainable brandHow Pip would define successThe energy you gain from a crisisWhy the best way to learn is doingPip’s advice for her 24 year old self

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 planetJon & Peters favourite Super Bowl adsThe very low hurdle of writing a B2B articleHow half the economy is in fact B2BIs B2B really different to B2CSales vs Product led B2B companiesThe Product Delusion and why it damages marketingHow B2B ads compare to B2C on long term brand buildingWhat everyone can learn from SalesforceHow brand advertising is good for sales and talentThe power of cuddly furry animalsPublicity vs Persuasion in AdvertisingPlug for ‘Why does the Pedlar Sing’ by Paul FeldwickIntroducing the 95:5 ruleThe best search engine is the one in your headThe importance of aligning marketing with financeSponsoring the first ever B2B Cannes LionAdvertising is the tax for having a bad productTheir least successful Marketing Week articleLiberty Mutual and the power of soundWhat we can learn from Boston beers Super Bowl winning AdHow emotion regulates what we pay attention toWhy characters are the most underused tactic in advertisingWear in vs Wear out and why incentives for agency and client aren’t alignedThe Originality Delusion and the power of old ideasBitcoin maximalism and the power of blending something old and new

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 engineeringWhy Andrew learnt selling insurance and gambling through the nightThe late night conversation that led Andrew to advertising18 years at the helm of a global adverting businessWhy getting the people right is the most important task of any CEOThe importance of time spent with customersLearning to love problems and embrace them as opportunitiesLoving what your business createsWhere the trophies of ‘The most awarded network agency in the world’ are keptWhy ‘meaning it’ is the secret to staying on top of your creative gameBuilding a strong network bottom up with strong local creative agenciesAttracting a limited pool of truly exceptional peopleWhy emotion is the most effective thing you can doThe power of platform ideasDon’t understand the value of craftCalculating the downside risk to help you take the leaps that lead to upsideThe pursuit of certainty leads to the normHow the snickers creative idea was ‘caught’ in a line of copyWhy all great ideas are obvious after their inventionThe power of a new way of seeing an old ideaWhy Andrew’s favourite ad was one that delivered bad newsThe benefits of sleeping with a homeless guyIt’s hard not to buy from someone who makes you smileHow confidence in the team beats the silver bullet when it comes to pitchingThe expectation of agencies to deliver effortlessly seamless and connected communication at every tough pointHalf my advertising is wasted but it’s gets a lot worse in digital

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=b9GUnNAL9yYWhat we covered in this episodeCounting down the Top 10 Super Bowl ads of 2022The power of humour and nostalgia for LaysWhy babies are the stars of many Super Bowl adsThe reason car ads are so predictableRobo puppy and why Kia made the best car adThe winning Super ad of 2022 and no it wasn’t a set upInventing ‘Your cousin from Boston’ and why it worksThe power of sticking to the same creative ideaWhy we get bored of our own ads before our customer doesThe case for releasing a Super Bowl ad earlyCreating 2 billion PR impressions from the campaignThe power of Your Cousin From Boston lock upTaking a big swing with the company dollarsWhy a CMO can’t enjoy the Super Bowl when they are advertisingThe actual robot dogs that protect Boston DynamicsHow Boston Beer approach testing advertisingWhy the idea you like is not always the best ideaFounder Jim and his famous post it notesHow to get payback from a Super Bowl adLesya’s top 3 tips for making a winning Super Bowl adWhy the CFO is such a fan of System1How do you top a winning Super Bowl ad

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 GrowWhy experts are terrible at predicting the futureMarketers getting distracted by Purpose with little empirical support for itThe ethical reason we should be focussed on the best return on marketingByron responds to Peter Field’s Purpose researchThe top marketing myths exposed by How Brands GrowThe No.1 surprise in How Brands GrowWhy your customers are mostly the same as your competitorsThe law of Double Jeopardy and why we are over exposed to our own brands heavy buyersThe paradox of very small brands having a larger customer base than expectedPhysical and Mental availability overlapHow similar the top brands look vs ten years agoLucozade sugar tax backlash and how that proved the laws of marketingThe surprising importance of light and very light buyersWhy a lot of your sales come from people who haven’t bought you for at least a yearThe importance of not changing your designWhether the laws vary depending on categoryWhy market research is designed to highlight difference rather than similarityThe importance of distinctiveness and being rememberedWhat Levitt, Kotler and Akker got wrong about differentiationWhy even bankers can’t tell their banks apartThe power of pink concrete mixersAsking an 8 year old to tell you what’s different about your brandThe real role of advertising for your brandHow search works just like point of sale to catch people as they fallHow the laws remain the same in B2BWhy Apple isn’t your typical brand when it comes to selling product differentiationWhy Ehrenberg Bass has just own distinctive assetWhy fruit doesn’t need packagingThe biggest unanswered question in marketingPlans for Ehrenberg Bass to make training available to marketersWhat Byron missed out in How Brands GrowThe importance of marketing the research and highlighting the implicationsDescribing Mark Ritson as the best business journalist in the worldWhat Byron thinks about the environment and the role of marketing in it

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 jobHow Habito are disrupting the Mortgage marketThe power of anger and frustration to fuel businessConvincing Uncommon to be a founding clientTaking inspiration from Skateboard art and Santa CruzHow to make mortgages ‘gnarly’Switching off advertising due to too much demandHow to measure the impact of your campaignWhy Habito went straight to TV as a channelHow mortgages can ruin your sex lifeProducing the mortgage Karma SutraWriting an erotic novel about mortgagesWhy Habito sponsored the gnarly world of Skateboarding UKWhat it takes to train for an IronmanBusiness lessons from IronmanThe generosity of the UK Fintech sceneAbba’s top advice for getting into TechHow to create ‘strategic serendipity’Where to go for a 7 x salary mortgage

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 DreBumping into famous people in urinalsWhy creativity in business really mattersThe power of advertising to sell jeansWhy creative is not the same as making adsThe creative power of business constraintsHow dancing horses can sell mobile tariffsThe feel good power of internet memesWhy creativity is the underdog’s most competitive advantageHow short deadlines actual reduce creativityWhy nothing good ever came out of a workshopThe importance of never giving upJon’s most creative achievement with no budgetWhat would you do if your budget was your Dad’s moneyThe power of discontent to drive creativityHow being scared signals real creativityThe tyranny of average that holds us back from being braveWhy creative is the only key to progressHow to create the conditions for creativity to thriveWhy anybody can be creative in the broadest senseThe twin conspiracy of biology and societal conditioningThe power of positive dissent and why consensus should be killedWhy ‘the meeting’ is never the actual meetingWhat you can learn from the Devil’s advocateThe importance of failure to our successGetting used to the feeling of fearCreative nudges that will help you become more creativeHow algorithms are great for efficiency but terrible for explorationThe importance of being unreasonableWhat we can all learn from Lady GaGa

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 BenBen 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'sAt 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 episodeBeing named Lord Chocolonely iiiHow the packaging was invented in 15minsThe truth about inequality in the cocoa supply chainThe food unwrapped programme that inspired Tony’sHow Tony prosecuted himself for crimes against chocolateThe lonely battle to end child labour that created ChocolonelyThe principles that ensure Tony’s helps make production slave freeWhy Tony’s wants the competition to copy themChallenging the removal of an endorsement by Slave Free OrgThe different ways Tony’s are making an impact on living wagesWhy Tony’s bars are created with unequal chunksHow Ben convinced Tony’s to let him launch the brand in the UKCreating a £30m chocolate business in just 3 yearsChallenger brand lessons from Tony’sHow Tony’s rate of sale compares to the Chocolate giantsThe price per gram of Tony’s and how it comparesCreating headline news with an Advent calendarSPOILER ALERT: some days may contain extra chocolateCelebrity endorsement for the calendarCustomer reaction to the missing chocolate on Day 8Getting on Have I Got News For YouWhat should be making the newsResults of Uncensored CMO poll asking whether it was a good moveWhy Tony’ back a sugar tax and High Sugar, Fat & Salt (HFSS) legislationAnswering the challenge of being responsible for making people fatHow to protect your culture as your business growsCrazy about chocolate and serious about peopleThe power of healthy dissatisfactionHow to be more outspoken in 2022The importance of fitness to create energy for the demands of the job

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 lockdownWhere Mark gets his energy fromThe importance of being tuned into your purposeCareer lessons from Jimmy CarrWhy you should always coach from a position of strengthWhat you can learn from a World Cup winning Rugby squadLessons from being made redundant 4 timesWhy you should embrace your failure and learn from itHow Mark survived a decade as CMO at Direct LineWhy you should fire yourself every 18 monthsWhether it’s better to work for a Marketing or Finance CEOWhy marketing needs to be more than the ‘colouring in department’The importance of knowing your numbersWhy Direct Line decided to retire Winston WolfThe success trap - improving your game even when you are winningHow Direct Line positioned itself for successFlipping ‘last brand standing’ to becoming the ‘first brand standing’Discovering the importance of insurance the hard wayHow covid changed the new ‘We’re on it’ campaignTopping the charts on the System1 insurance categoryWhy it’s worth sticking with the same agencyWho is tipped to be the next SuperheroRecord profits in a tough yearHow Churchill make Insurance feels effortlessChurchill’s plans to Chill some more in 2022The power of music to change our the audience feelsMarks most popular podcast episode on ‘oh the places we go’The importance of being true to your audienceFollow me:Twitter | @uncensoredCMOLinkedInContact me:Website | www.uncensoredcmo.comEmail – [email protected]

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 likeFrom journalist to CMO of the UK’s best loved Tea brandStarting out on Twitter in 2008 to connect with ex pats who love teaGoing from No.3 Tea brand to No.1 in just a couple of yearsTransforming market share from 13% to 33%Yorkshire Tea for Yorkshire people using Yorkshire waterWhy communication was the strategy to unlock growthHow social media informed Yorkshire Tea’s tone of voiceThe serious case for more humourDiscovering the ‘where everything’s done proper’ idea with Lucky GeneralsWhy targeting new users was critical for brand growthHow well known Yorkshire celebrities helped the brand reach new usersGetting Sean Bean to run the company inductionUsing the Brownlee Brothers for deliveriesAsking Michael Parkinson to do your interviewsHiring Kaiser Chiefs to produce the hold musicFocussing on quality over quantity for Ad productionTurning the Advertising engines off during covid but gaining some useful tailwindsJon tests Dom on his ability to predict which Ad perform best on System1The power of movement to capture our attentionThe importance of creative instincts when making a great adWhy trust is so important when delegating to your teamHow Yorkshire Tea discovered a sense of humourIn house social on a budget vs agency high productionThe power of low ego at Lucky GeneralsInventing the social distancing teapot during lockdownQuietly going carbon neutral and painting the story on packThe importance of culture to the performance of the brandTime invested in genuinely asking ‘how people are; that supports during challengesThe Importance of a stable management team over the long termTurning loyal brand drinks into advocates to recruit new onesCustomer complaints about not screening the full version of the Sean Bean TV adDebating which Christmas ads work and which don’tPraising the power of M&S ‘this is no ordinary’ AdvertisingYorkshire Tea’s ambition take on the World

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

Rory's BioRory 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 bookThe danger of big data, economic theory and the assumption of ergodicityThe strangeness of focus groupsWhy we’re all trying to project the ‘right answer’ in public forumsWhy reading novels makes you more attractive to the opposite sexThe appeal of true live crime to womenWhy we should switch mile per hour to minutes per hourAre we nearly there yet? The behavioural science of transportWhat trains should always leave 2mins lateWhy we all need a season ticket from the Isle of White to go anywhere in first classWhy going first class should be based on length of service rather than statusHow Brexit is good for employee benefitsHow the invention of the tube transformed working class access to jobsHow the breakthrough happens when you’re doing what everyone else isn’t doingLucozade Energy and how the perception of change is worse than the actual changeThe real WHY and the hidden WHOBetter for the reputation to fail conventionally than succeeds unconventionallyThe safe course of action in corporate life is always to be boringly conventionalQuality of reasoning isn’t quality of outcomeWhat every second hand car salesman knowsThe case for making decisions when drunkHow behaviourial science can save the planetNever solve a problem based on the averageWhy we should be able to choose our own contribution to the climate crisisThe climate case for a vintage Aston Martin - known as the Kazzoom-brooks postulateThe case for choosing premium brands over cheap onesWhat you can learn from the 4th man in Wales to own a dishwasherWhy you shouldn’t post a picture of your car in social mediaChanging the currency of status signalling to solve climate crisisRory’s favourite ad campaign of the past 10 yearsThe case for Germany as a tourist destinationWhy VW should have put cup holders in their cars in the USWhat we can learn from the German approach to the environmentWhy we shouldn’t politicise the environment otherwise it creates reputational lossWhy winning an argument and holding attention are not the same thing

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 MarketingMaking the giant leap from Business Finance to MarketingGetting a big break launching Fruit Shoot at BritvicHow small conversations can make a big differenceWhy leaving Britvic was the best way to get promoted at BritvicLearning the marketing ropes at First DrinksCausing a terror threat in the London UndergroundAppearing on Have I Got News For YouHow sometimes it pays to go backWhat you discover in International marketingCreating a challenger brand from within the companyBetting his life savings on a Management Buy InWhat you learn when you have nothingLanding a grown up CMO role at Lucozade Ribena SuntoryWorking with a Boxing legend Anthony JoshuaImposter syndrome when going from nothing to £50m budgetsManaging perception vs reality in a large corporation organisationCreating the best performing OOH ad everHow to screw up the Lucozade reformulationGetting fired despite delivering every single KPIJon’s 100 day plan to meet 100 peopleLanding his dream job at BrewDogGetting fired (again) after only 3 monthsThe power of being unreasonableWas James Watt a good CEO to work for?The unexpected source of work after being firedHow Uncensored CMO was bornThe episode that made him cryWhat happens next for Uncensored CMO and how he wants to help you

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 ITVThe excitement of seeing a black person on screen in the 80’sAdvice for how to get into TVBeing inspired by the arrival of Channel 4How Ade created diversity on and off screen at Channel 4Thanks for the warm up – positioning the Paralympics in 2012How Channel 4 led the change throughout the entire industryHow the Paralympic advertising beat the OlympicsThe impact of the pandemic on Diversity & InclusionTalent is equally distributed so cast your net wideHiring the best talent vs the people we are most familiar withYou can’t be what you can’t see and the importance of role models on screenITV’s role is to tell a story for everyoneTelling someone’s story well rather than everyone’s story badlyHow off screen diversity has been transformedLearning about other people’s culture through dramaThe opportunity for more action on social class and disabilityWhy we should stamp out unpaid work experienceTop advice for creative Diversity changeWe are changed when we are seen as we are changed by what we seeProving the commercial case for Diversity in the Feeling Seen reportWhat is good for society is also good for businessNike Toughest Athlete and the power of seeing black pregnant women on TVThe power of the wonderful everyday inspiration from IkeaWhy it will be good when we no longer have to reference a person’s raceThe importance of doing your cultural researchTelling fresh stories can be a brilliant ways to stand outHow the Boots ad makes you feel like real life holidays enjoying yourselfAdvice to Advertisers to be authentically diverse