Uncensored CMO

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

Here's my mini conversation with Orlando Wood, author of Lemon and Look Out where I ask him about 5 key insights from the new book:why it’s rude to stare and how the fixed gaze took over art and advertising whether you can actually build a brand online the serious case for humour how emotions capture our attention the surprising power of the finer details Listen to my longer conversation with Orlando: https://share.transistor.fm/s/9496c9ddBuy the book: https://ipa.co.uk/knowledge/publications-reports/look-out/

Orlando Wood is Chief Innovation Officer of System1 Group and Honorary Fellow of the Institute of Practitioners in Advertising. He is also a member of the IPA’s Effectiveness Leadership Group. Author of Lemon (IPA, 2019), co-author of System1, Unlocking Profitable Growth (2017), his research on advertising effectiveness draws on psychology and a study of the creative arts.Orlando’s work has influenced thinking and practice in the research, marketing, and advertising, winning him awards from the ARF (Great Minds Distinction Award), the AMA (4 under 40), Jay Chiat (Gold Award for Research Innovation), ISBA (Ad Effectiveness Award), MRS (Best Paper and Research Effectiveness Awards) and ESOMAR (Best Methodology).Orlando led the IPA’s Creativity and Effectiveness research for Effectiveness Week in 2018, 2019 and 2020. He has repeatedly worked with Peter Field and the IPA’s DataBank to demonstrate the long and broad effects achieved by emotional advertising, including the performance of fluent devices, a term he coined.Orlando is a frequent conference speaker and has been published in The Journal of Advertising Research, Admap, and Market Leader.What we covered in this episode:Why digital disruption means we need to start ‘looking out’His last book was a Lemon but it did rather wellHow Prof Iain McGilchrist inspired OrlandoWhat history can tell us about what is happening todayHow understanding the brain helps us capture & sustain attentionThe left brain argument for right brain creativityHow our culture lost its vitalityThe separation of writing a book during lockdownOrlando reads his own introduction to the bookIts rude to stare. How the stare has been used throughout historyHow advertising is starting to reflect art from periods of disruption & conflictFake news isn’t new. How the printing press created a publishing revolutionHow the industrial revolution created a loss of communityThe rapid rise of anxiety and the loss of humourThe different modes of attention and why they matterWhy we can’t see the wood for the treesWe watch what interests us and sometimes that’s advertisingHow emotion orientates our attention, encodes in memory & aids decision makingThe role of digital to support brand building ‘broad beam’ advertisingWhy brand building becomes more important for online businessesHow emotion drives more viewing of advertising in digital environmentsThe trap of using digital style ‘narrow beam’ advertising on TVWhat features in advertising holds attention and drives business effectsThe swordfish strangler called Wilford. Why uniqueness creates believability.Yorkshire Tea and creating connectionsPoking fun at rigidity and the serious case for humour What’s too silly to be said can be sungHow colour grading can change our mood and how effective an Ad will beThe pandemic and why we need a right-brained reactionThe story of a dog and cone and the inspiration for this bookLook Out for the book o Amazon and via the IPA’s website

Nicole is an advertising and media researcher with a particular interest in how to design effective advertising content.Her expertise spans advertising measurement, management and decision making, distinctive brand assets, brand performance metrics and consumer behaviour. She has published in international journals including the Journal of Advertising, Journal of Advertising Research, and the European Journal of Marketing. Nicole also has extensive experience conducting research projects for the Institute’s sponsors across industries and markets, and regularly presents seminars and workshops on various marketing topics.What we covered in this episode:Why Marketers are not good judges of advertisingMarketing departments are not better than a coin tossIntermediate campaign variables don’t often correlate to salesWhy experience doesn’t make you any better at spotting winnersThe importance of distinctive assetsWhy characters are a dying art formWhy we all need to be a little more ChurchillThe case for not changing the creativeWhat happens when brands stop advertisingAlcohol, babies, pet food & PandemicsWhy scale matters when you go darkHow your trajectory determines how bad going dark will beWhat to do when you manage a portfolio and have to cut spendThe long term consequence of going darkWhy you need a range of distinctive assets to aid memoryThe power of blackcurrants as a Ribena distinctive assetWhy the high turnover of brand managers is bad for effectivenessWhy How Brands Grow is the one book every marketer should haveQuiet behind the scenes discipline is what matters when everything changesThe comfort of familiarity when it comes to memoryBuilding your business around what doesn’t changeAre you measuring what really mattersOrganisations suffer from short term memory and short datasetsLearning from success and failures over a long time seriesWhy the insight department need to start letting goWinning the Boardroom battle with data

Peter Field has spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 20 years. His pioneering work on the link between creativity and effectiveness – such as Media in Focus with Les Binet - has earned Peter a global reputation as one of the Godfathers of Effectiveness. What we covered in this episode:How he become ‘Godfather of effectiveness’Getting fired from two agencies The evidence based approach to marketingCreating the IPA database Origin of The Long and Short of It The curse of short term thinking Why brands take time to build The power of emotion to create connections The window in which you measure effectiveness is vital Long term is broad reach emotional creative Why the 60/40 ratio works Why brand building matters even more for DTCThe conflation of physical and mental availability on line The myth of digital replacing brand Convincing the CFO of the role of brand building Why investors really get it Why the ESOV model matters and what it tells us The impact of brand size on ESOVThe challenge facing new entrants and why challenger brand thinking matters How economies of scale benefit market leaders The amplification power of creativity The tidal wave of disposable creativity How award judges are celebrating short term activation Even effectiveness awards lack long term results The dangers of going dark in a recession Why we should be more P&G than CokeWhy it’s time to celebrate consistency The power of strong fluent devicesWhat happens when brands stop advertisingThe one thing we should be talking about which we aren’t The breakdown in the correlation between media spend and share of voice Why we should be measuring share of attention rather than share of voice It’s time to start paying for attentionPeter FieldThe Long and the Short of It

Here's the articles before you listen:Read the Campaign articleRead James' articlePart 1 – The Case for Creativity in BusinessGrowing up in a world that didn’t recognise the potential of creativityHow Apple ‘Crazy Ones’ Ad inspired James to pursue AdvertisingJames’ mission to prove the value of CreativityWhy Jon was supposed to have a career as an ActuaryWhat the research tells us about the role of Creativity on your successWhy we should define effectiveness in hard commercial termsEstablishing a universal definition with the Creative Effectiveness LadderWhy understanding your commercial contribution will get you promotedWhy the CMO needs to match the certainty and measurability of their Exec colleaguesHow to sell a Gorilla playing drums to your businessWe overestimate what we can achieve in 1 year and underestimate what we can achieve in 10The surprising impact on light buyers even on large brandsVery few people are buying right now so you must focus on creating future demandThe seduction of short term performance metricsHow the failure rate of start-ups warn us about the danger of rely on short term metrics onlyWhy it takes an average of 7 years to have an ‘over-night success’The importance of using familiarity when launching a new innovationWhy you shouldn’t ditch the old creative if its good Part 2 – The Controversy over CannesHow little time CMO’s actually spend on AdvertisingJon shares the story before his Effie and Cannes Lion winsHow Jon created the name for Uncensored CMO on the beach at CannesSystem1 puts Cannes Lion winners to the testWhy James reacted so strongly to my Campaign articleThe importance of recognising the power of Creativity in AdvertisingHow the emotion being created by Cannes winners has changedThe case for picking a side and standing up for your valuesEffectiveness awards look back whilst Creative awards look forwardWhat the Nike winners tell us about Juries decision makingAldi Kevin the Carrot and the power of consistencyWhether we can judge creative on a first impression onlyThe importance of authenticity when it comes to purposeWisdom of Crowds and how a Nat Rep samples can be a good guide to effectivenessThe power of Excess Creative Share of Voice in addition to standard ESOVHow the opinion of others impacts on our opinion of a brandThe history of Essity’s Bodyform campaign and how agency & client worked togetherPeter Field’s Crisis in Creativity and how we have seen a significant shift to short termismWhat the role of Creative Awards should beWhy we all need to work towards a longer term view and apply creativity to the health of our business

Andy Nairn is one of the 3 founders of Lucky Generals, a creative company for people on a mission. It's been shortlisted for Campaign's Agency of the Year for 5 years in a row. In 2021, Campaign named him the top brand strategist in the UK, for the 3rd time in a row. Business Insider has also named him one of the top 5 creative people in world advertising. He's won 24 IPA Effectiveness Awards (including the 2005, 2007 and 2010 Grands Prix) as well as the top 2 planning prizes in the USA (Gold Effie and Gold APGUS). And he's just launched his first book GO LUCK YOURSELF, with all the royalties going to help working class kids get a lucky break into the creative industry. What we covered in this episode:How lockdown led to Andy writing a bookWhy he went from law to advertisingJon’s ‘lucky’ break creating a new businessWhy successful companies use their luck betterGood luck is more how you handle bad luckHow being clear on your purpose helps prepare for bad luckHow Napolean inspired Lucky GeneralsThe importance of a popular idea rather than PowerPoint slidesWhy strategists should make things simple rather than being super intellectualsLucky Lockdown and a socially distanced Teapot from YorkshireHow Lucky General took Yorkshire Tea from No.3 to No.1Lucky timing and how the Coop strategy would have been much cooler in SwedishTrolling Tesco with the Coop’s recycling messagePremier league footballers lacing up in support of the LGBTQ communityLucky dog story and the role of jeopardy in creating a good adMaking the best Super Bowl ad for AmazonWhy the more boring the category the more interesting you becomeHow we lost our history and forgot the power of nostalgiaWhy lucky mascots are unloved marketing goldHow Lucky Generals got everyone to complete their tax returnsHow the navy beat enemy u-boats by using a new paint schemeWhat took Taylors so long to put coffee in bags and how they turned this into an advantageGoing commando for a good cause and the power of a beautiful constraintLucky legacy and the battle of the bread brandsHow they updated the legendary Hovis boy on a bike campaign a won ad of the decade

Nils Leonard has spent over 20 years in the advertising and design industries working at a number of the most recognised agencies in London. In 2017, he founded the Uncommon Creative Studio alongside Lucy Jameson and Natalie Graeme, which aims to be “a creative studio building brands the real world is happy exists”. This episode is split into 3 parts, including a bonus segment from my recording with Nils over a year ago. Here's what we covered:Part 1 - Creating brands you wish existed How Nils turned art into a careerHow he found the 1 ad land job at the Job centreThe importance of culture & trust in the turnaround of GreyWhy it’s always the people and not the name above the door you should care aboutThe importance of being so clear on your mission that people choose to be in the roomHow Volvo Life Paint was the inspiration for UncommonWhy you should invest in your own idea rather than begging others to do itMystery project names, secret hotels and being followed by private investigatorsHow Halo coffee came into the worldWhy the stories we tell ourselves manifest who we areHow panic drove the early success for the agencyThe power of a website with nothing on itWalking away from a major new client because it didn’t lead to Uncommon workGiving young men confidence via the one second suitPart 2 - The Uncommon workWhy Uncommon’s B&Q campaign brought tears to my eyesUncovering a real truth that led to those funny bright orange posters for B&QBlowing things up with Reality TV stars for ITVWhy we need to make the Ad break as entertaining as the programmeBacking start ups with an Uncommon acceleratorMoving from advertising to design, experience and new product launchesWhy the Olympics needs to hold up a mirror to the world right nowAn Uncommon year to win Campaign Agency of the YearHow the Pandemic crisis put creativity into overdriveThe emotion of seeing people in the office againNils gives his best advice to CMO’s on how to get to the best workPainting a picture of cultural success as much as commercial successDon’t be ashamed of talking about your personal ambition to make an impact in the worldJim Carey “if you can fail at what you don’t love why wouldn’t you risk trying at something you do”How fear gives us loopholes to get out of what we should be doingWhy you can’t brief someone else on your dream. Only you can make it happen.Part 3 - a pre-pandemic view on the worldAn early mistake by Nils when he did ‘release copy’ too early how Jon shut down the undergroundWhy your personal purpose matters and how we are seeing a return to creativityThe Gigabyte landfill of social content that no-body is asking forHow people used to look forward to the Ads as much as the programs themselvesIs the fire in your belly stronger than the fear in your head?Breaking the internet with BrewDog’s first ever TV AdHow we entered the age of outrage and sharing what we are offended byWhy you should treat outdoor like InstagramThe woods are burning so make a choice because everything we do is something we don’t doHow making good work is actually a magnet for talentWhat the Uncensored CMO’s mission should be to galvanise people to start their own ventureMake a difference in the world because our time is short

Pick up a copy of Steve's book "Can't Sell, Wont Sell" here.Steve was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW, where, in the seven years the agency operated, he won more Cannes Lions (18) in his discipline than any creative director in the world. His work has subsequently featured in the D&AD Copy Book. He has also authored Changing the world is the only fit work for a grown man; How to write better copy; and How to do better creative work - the latter becoming the most expensive advertising book ever when it traded on amazon for £3,854 a copy.What we covered in this episode:Why a propose driven entry will increase your chances of winning a CannesWhy creative should come up with an idea to dramatise the benefit of the brand and then sell it to the clientHow Turkeys beat Lions and what that says about our priorities areCreative awarded campaigns are less effective than in the entire 24 year history of the IPA databaseDo people still believe in advertising’s role in creating demand? We need to see our purpose as commercial againThe drug of fast data. Why we prioritise what is easy to measure rather than what worksLack of accountability to track and evaluate the impact over the long termWhy you should judge a CMO on year 2The importance of winning the board room battleClients no longer appreciates the time and talent to create great work. The public now to anything they can to avoid advertising. A once powerful business tool is now debased and devalued. Chairman of D&AD.Dropped commercial purpose for social purposeGreat examples of social and commercial purpose combiningWhy social purpose shouldn’t be marketing strategyFirst purpose is shareholders and employeesLazy solution to a complex marketing problemThe insanity of Gillette’s toxic masculinity and how it performed badly against menHow did we disconnect from the audience we serve? 84% are 18-40, 80% AB etc we live in a London centric metropolitan bubbleHow regional agencies reacted differently to London onesSteve’s surprise at the reaction for his book and why he believes social purpose is being pushed by a small cliqueWhy the boycott of GB News should worry us whatever political side we atWhy Twitter pressure groups shouldn’t dictate your media strategyWhy fear is driving the politicisation of businessHow pampers got social and commercial purpose rightSteve’s manifestos for changeEvery speech should end with the commercial value of AdvertisingA new initiative to make creative effectivenessAwards panels needs cognitive diversityWhat a CMO thinks of CannesHow people fear speaking upSteve’s vision for the future of awards

Dolvett Quince is a real inspiration to his millions of followers but it’s not his Fitness that captured my attention, although you cant argue with the chiselled good looks and winning smile, but his mindset that really impresses. Having overcome a very troubled childhood Dolvett has not let any excuse stop him from pursuing what he loves and being successful. In this episode he shares the mindset that shaped him and the habits that helped him become successful. Consider this a workout for your mind.What we covered in this episode:Dolvett shares his troubled family background and how it was both a gift and a curseThe impact of being told he would never amount to anythingHow facing adversity shaped his outlook on life.The power of forgiveness and how it sets you free.Dolvett’s plan to become the next 007Why giving away everything he knows to other trainers led to his successWhy Jeff Bezos no longer packs his own boxesHow do you scale yourself when you hit maximum capacityWhy he added cheats into his diet – leaning to clean and earning the cheatOvercoming your perception of yourself and why it’s all in your mindHow he could predict who would succeed on The Biggest LoserThe impact of the Pandemic on his Fitness business and how ‘stopping helps you see’The power of persistence and joining the 1% club of podcastsWhat Dolvett is doing nextCan you stay humble and also be successful?The power of Self Love to help you succeedWhat Dolvett would tell to his 21 year old selfThe 3 kinds of people in the WWW, those that Wait, Wish & WillChanging lives ‘one rep at a time’ and other great quotesThe reason for Dolvett’s next book ‘work out the doubt’The importance of learning from failure and getting back up and going againWhy the most successful people are those that teach others

What we covered in this episode:What is Econometrics and why you do it?The critical role of people in any econometric projectCristiano, Coke and the complete misattribution of dataImportance of senior buy-in to an Econometrics projectMaking econometrics like art on a Friday not maths on a MondayMarketing as an investment not a costHow the data captures the behaviour of peopleWhat Grace learnt when rebranding her businessWhy Grace has been turning business downHow Jon created the Uncensored CMO brand in 45minsWhy every tech company has a blue logoTraditional vs Modern marketing and who is rightIs creative effectiveness really in decline?How life stage influences media choice more than anythingThe Wrong and the Right of it and what the data really saysWhy ‘it depends’ is usually the right answerThe importance of evidence over opinion on social mediaDoes paid search actually lead to sales?The role of search as a window into consumer demandDoes Share of Search actually predict demand for your brandThe one thing Marketers are not talking about but should beAbout Dr Grace KiteWith more than 20 years’ experience, Dr Grace Kite is a business economist who’s worked on more than 120 econometrics projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition.Grace is a columnist at marketing week and WARC and a regular speaker on marketing effectiveness. With over 4,000 social media followers, she now appears alongside the likes of Mark Ritson and Les Binet. She believes that knowledge that arises from effectiveness analysis doesn’t get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid’ in a way that normal people can understand.After earning a PhD in Economics, Grace took on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded the business now known as magic numbers.Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix. She was a technical judge for the 2020 IPA awards, and will judge for WARC in 2021.

Rory Sutherland is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency. ​Before founding Ogilvy Change, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of two books: The Wiki Man, available on Amazon at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day, and Alchemy, The surprising Power of Ideas which don't make Sense, to be published in the UK and US in March 2019. ​What we covered in this episode:Why economics doesn’t explain why people buy thingsHow the channel can be more important than the messageWhy dropping your price should be the most controversial decision you ever makeThe book that gave Rory a nudge towards behavioural scienceWhy 1 x 10 is not the same thing as 10 x 1 from a marketing perspectiveErgodicity. The word every Marketer needs to learn.Why the better your creative is the less you should target itWhy Effectiveness is not the same as EfficiencyThe role uncertainty and risk avoidance plays in choosing a brandWhy Usain Bolt eats McDonalds chicken nuggetsHow to charge for creative workAlchemy. How marketing can add as much value as the product itself.Why it’s time we appreciated Country music and Worthers originalsHow David Ogilvy described people who don’t respect the consumerWhy being over 40 in Marketing means you must be brilliantThe case for moving out of LondonWhy students should be allowed to spend their student loan on anythingFind out something Rory has never told anyone, it might surprise you!

Rupert Howell is one of the founders of the advertising agency HHCL & Partners famous for campaigns for Tango, The AA, Ronseal, First Direct and Go amongst to name just a few. They were awarded ‘Agency of the Decade’ by Campaign in the 1990’s and experienced phenomenal growth for over a decade before being sold to Chime.We covered so much ground in this bumper 2 hour episode, so here's the list of what we touched upon:How Rupert made HHCL the best agency of the 90’sRuperts New Business Mantra – Honesty. Respect. Trust.Why saying ‘I don’t know’ and ‘we got it wrong’ is so importantHow the agency’s sole focus is Advertising but the Clients sole focus is the businessWhy new business should always be separate to the day to day account managementHow Rupert became ‘the finest new business director of all time’How to win a pitch even after you have lost itWhy the pitch process begins with the phone call and only ends when its announced in CampaignThe sole purpose of the pitch is to win and not to solve the clients business problemWhy HHCL had a strike rate of 65% for new businessWhat the company annual report can tell you for the pitch processWhy you should try and get your customer promotedHow Carling Black Label inspired the most successful Tango Advertising of all timeHow Tango destroyed Fanta and forced Coke to withdraw it from the marketHow a call from a Surgeon led to the Tango Slap commercial being withdraw from marketWhy the ‘4th Emergency Service’ transformed The AA and how the bold idea was sold inHow spending time with an AA team out on a call led to the ideaThe importance of winning your internal teams and why they matter as much as your customersInterrogating the product until ‘it confesses its strength’ Why the harder you practice the luckier you get is just as true for an agencyThe real hard yards of the start-up phase that meant not taking a day off in 3 yearsHow tabloids create controversy and how to respond to itWhy relationships are the secret to really succeeding in businessTurning down offers to sell the agency including a £1million bribeWhy HHCL accepted an offer from Chime with the support from Sir Martin SorrellWhy so few agencies ever succeed after being acquired by a networkWhy HHCL was never the same after Rupert left and why he would never go backThe importance of timing for Founders handing over to the next generationDealing with bullies, bribary and negotiating an exit from McCann with a boat & DB9 as consolationWhich celebrities are still speaking to Rupert after he left ITVWhy social media is driven by click bait and negative headlinesWhy you should give up the news, except perhaps local newsThe Pros and Cons of a British free pressHow to get a non-exec roleFollow meTwitter | @uncensoredCMOLinkedInContact meWebsite | www.uncensoredcmo.comEmail – [email protected]

“the buying of time or space is not the taking out of a hunting license on someone’s private preserve, but it is the renting of a stage on which we may perform” - Howard Gossage This is just one of the tremendous quotes contained in Paul Feldwick’s intriguingly titled new book ‘Why Does the Pedlar Sing?’ about what creatives really means in Advertising.Here's what we covered in this episode:How a Shakespear play inspired the title of the bookA short history of Advertising and the different models usedThe importance of Daniel Kahnemans availability and affect heuristicThe Adland myth that entertainment doesn’t sellShowmanship and why we should all be more like PT BarnumWhy bad research forces you to do one thing whilst actually doing anotherBarclaycard and the most honest case history of making an Ad ever writtenHow Rowan Atchison inspired one of the greatest Ads ever madeWhy any process of discovery will involve a lot of trial and error How PT Barnum created Fame for his Jenny Lind TourWhy celebrity fame and brand building are far more similar than people care to admitWhy we should be talking about Fame rather than Mental AvailabilityWhat we can learn from Strictly Come Dancing“I had more energy & ingenuity” The importance of energy in creating & sustaining successThe 4 different facets of Fame that are critical for successPaul’s manifesto for reclaiming Creativity

Damian Symons is the CEO of Clear M&C Saatchi and author of 'From Choas to Clarity', which we reference a bunch in this conversation. He shares some of the excellent insight gained from this study of over 700 CEO’s and CMO’s into the changing role of the CMO over the past year and more.What we covered in this episodeHow aligned is the CEO and CMO when it comes to business priorities?Why is the CMO a lot more influential now than a year ago?How a crisis makes you a lot more connected to your customers and colleaguesHow business strategy and the actions required to deliver it get easily disconnectedWhy Marketing needs to be much more than just ‘colouring in’Why CMO’s need to be more accountable for both short and long term investmentsHow CEO’s become more focussed on the long terms whilst demanding short term action from their CMOThe importance of a clear narrative, clear evidence and a clear short, medium and long term goalsWhy successful CMO’s aren’t always the best marketersHow you can make this crisis the best thing that ever happened to youThe failure of CMO’s to nurture talent and why no-one wants the jobThe 4 point plan to create clarity from chaos

Confession time. As a Saints fan, this is certainly a case of mixing business with pleasure. But bear with me for a moment. A year ago Saints suffered the worst defeat in premier league history going down 9-0 at home to Leicester. For most clubs this would have meant firing the manager and sparking an inevitable tumble into relegation and financial uncertainty. But not Southampton. They stuck by their man and a year later are challenging at the top of the Premier League briefly going top on the same day as this interview was recorded (obviously my motivational skills were critical ….). So what does this have to do with Marketing? Well, it turns out quite a lot! Most of us will have faced a giant setback at some point (if you haven’t then maybe you not trying hard enough!) and how you respond is one of the most important things you’ll ever do in your career. Understanding the importance of your belief and values, the role consistency plays, communicating much more than usual, learning to play as a team etc. In this episode, I meet David Thomas, Commercial Director to find out what has transformed Southampton as a Football Club and what you can learn from it.Here's what we discussed:How the greatest defeat in Premier League history led to Saints challenging the bestWhat Premier League managers and CMO’s have in common and the importance of consistencyThe secret to why playing behind closed doors might be playing into Saints handsThe Southampton Way – the role of walking the talk in the transformation of the clubHow a good strategy means you can handle a few knocks without losing your wayWhy Saints chefs made over 1000 meals a week during lockdown How the sport sponsorship model had to be turned on its head and why it shouldn’t be called sponsorshipThe need for accountability and ROI for any partnership to succeedWhy Saints have the ‘John Lewis’ of kit launches and the most engaged social media of any clubHow values and belief are at the heart of any great Challenger brandWhy the club going into Administration led the foundations of success todayTurning potential into excellence and the importance of not punishing failureWhy one of the most capped England women chose to coach the Saints women in the 6th tier!How Saints are tackling racism in football.A top 6 finish versus an FA Cup appearance

Here's what we covered in this episode:Who is Orlando and what is Lemon all about?Have the insights in Lemon changed on the back of the Coronavirus crisis?How emotion plays out in online videoWhy emotion is imperative online when you only have 6 seconds to capture people's attentionWhy you don't just need to be rational because your ads are targetedBrands should be using online advertising not only for activation, but also for brand buildingExamples of brands and ads doing this wellHow advertising is similar to writing a novel and artWhy we've lost some humility in our advertisingWhat the vital ingredients are to make online advertising work effectivelyFollow me:Twitter | @uncensoredCMOLinkedIn

Here's what we covered in this episode:Find out what inspired Mark to switch the actual classroom for the virtual oneHow he ended up being the old, rich guy with a wine collection he used to laugh atWhat he thinks of the 50% of Marketers that have no professional trainingWhy it's now time we all just all ditch the ‘D’ word and get back to MarketingFind out what every normal person knows about Advertising that Marketers pay good money to figure outDiscover the most important factors in marketing effectiveness and why its time to think about the s**t we put through the pipeWhy a recession is exactly the time you want to be increasing your spendWhy you should never confuse a change in consumer context for a change in consumer behaviour“Tell me what hasn’t changed and I will build a business around that” & other great quotes to counter the constant stream of ‘everything's changed. Buy this book’ hypeDiscover why Mark believes the smartest people are not the ones sat around the boardroom tableFind out why most CMO’s are more C than M and are not always the best marketers in their teamThe secret to CMO success is 80-90% politics over marketingThe dangers of Canadian morning TV after a big night outWe round off the episode finding out why Jon got fired after a 6-month ‘walk of shame’Follow me:Twitter | @uncensoredCMOLinkedInContact me:Website | www.uncensoredcmo.comEmail – [email protected] Ritson:TwitterLinkedIn

Mark Borkowski is PR written large. He represents international celebrities and corporate heavyweights and is a sought-after commentator on the world of celebrity, the Media and spin.I recorded another episode with Mark not too long ago but it didn't feel right releasing it amidst the pandemic, so I caught up with him again.In this episode we covered:Why business is booming for BorkowskiHow they've handled the shift to fully remoteThe role of celebrities during the crisisWhy Boris' message and tone was poorWhat key advice would Mark give everyone