Uncensored CMO

Novartis CMO Gail Horwood joins Janet Balis, Managing Director & Senior Partner at BCG, to explore how one of the world's largest pharmaceutical companies is redefining healthcare marketing.Fresh from winning two Cannes Lions, Gail shares how Novartis is proving that creativity can thrive even in one of the most heavily regulated industries. From partnering with the NFL for a Super Bowl campaign to convincing stakeholders to embrace bolder ideas, we discuss what it takes to create work that stands out while navigating complex regulations.The conversation also explores how AI is reshaping both creativity and business transformation, where marketers should focus their efforts, and why the biggest opportunity for AI isn't just efficiency, but unlocking growth.This episode has been produced in partnership with BCG. Browse their CMO Report here:https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-realityTimestamps00:00 - Start00:49 - Jon's full circle moment with Norvatis01:39 - Novartis' journey to two Cannes Lions02:54 - Why more people need to walk the work04:05 - Creating surprising advertising in a heavily regulated category09:03 - Partnering with the NFL for a Super Bowl campaign10:24 - How to get your company to embrace risky work16:01 - How to get stakeholders outside of marketing onboard19:35 - The reaction to the ads after Super Bowl21:56 - How AI is being used in the service of creativity27:04 - How Novartis are using AI for creativity30:27 - How Novartis are rethinking their marketing with AI32:46 - Where AI is going to be used outside of marketing35:03 - AI for efficiency vs growth37:16 - How to deliver leadership change in the age of AI40:22 - The boring things AI will solve42:53 - What makes Gail such a good CMO44:25 - The worst way to evaluate your career success45:57 - The best advice Gail has ever received

Lara Balazs, CMO of Adobe, joins us to discuss what it takes to lead one of the world's most influential creative brands through a period of enormous change.From Adobe's presence at Cannes to the rapid rise of AI, Lara shares her vision for the company and why she believes technology should be used in service of creativity, rather than simply to drive efficiency. We explore why creativity matters more than ever in the age of AI, the skills Adobe looks for in marketers, and the traits that separate the most successful CMOs.Lara also shares the practical leadership principles she uses to run her team, from creating a company plan on a page and harnessing the power of repetition to prioritising progress over perfection and using the “two-way door” approach to make faster decisions.This episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbookTimestamps00:00 - Start01:23 - The most surprising thing about Lara03:11 - How Adobe have stood out at Cannes05:50 - What makes an influential CMO?06:59 - How to manage a business through change09:54 - Lara's vision for Adobe13:33 - Finding inspiration from a brand's history15:13 - Where AI has been used in service of creativity18:03 - AI to enhance creativity vs increasing efficiency20:42 - Why creativity still matters in the AI age23:41 - What skillsets does Adobe hire for in marketing?25:22 - The traits of the most successful CMOs28:55 - The company plan on a page30:49 - The power of repitition32:05 - Progress over perfection at Adobe33:14 - The two way door approach37:19 - The best advice Lara has ever recieved

In this episode, Mark Abraham, Managing Director and Senior Partner at BCG, joins Elke Karskens, Head of International Marketing at OpenAI to explore how AI is already transforming marketing and what's coming next. We discuss OpenAI's remarkable growth, the launch of its first advertising campaign, and how marketers can prepare for a future where AI is embedded across every function.The conversation covers how brands can increase their visibility in ChatGPT, the opportunities created by tools like Codex, the skills tomorrow's CMOs will need, and why the real value of AI isn't just efficiency, it's effectiveness.This episode has been produced in partnership with BCG. Browse their CMO Report here:https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-realityTimestamps00:00 - Start01:16 - Open AI's meteoric rise02:07 - Breakthrough moments for OpenAI03:04 - How have Open AI scaled so quickly04:49 - What will be led by humans and what will be led by AI in 5 years06:09 - Open AI's impressive first ad campaign08:32 - Launch of the Open AI advertising platform13:01 - How brands can rank in ChatGPT14:44 - How brands can use Codex17:44 - How do CMOs feel about AI19:34 - How do you deliver transformation with AI20:55 - What skillsets are going to be in demand for the future CMO23:29 - Which brands are using AI well today24:52 - What can we do with AI in a year from now we can't do today?29:45 - Why BCG and Open AI work together30:53 - What don't people understand about AI?35:11 - Efficiency and cost savings vs effectiveness in AI38:15 - Best advice you've ever been given

For years, Mark Ritson and Byron Sharp have been two of the most influential and most opinionated voices in marketing. They've challenged each other's ideas, debated strategy, and helped shape how an entire generation of marketers thinks.Now, for the first time in more than a decade, at Cannes Lions, they sit down together to answer a simple question: what do they actually agree on?From How Brands Grow and the 95:5 rule to distinctiveness, the 4 Ps, mass marketing, luxury brands, purpose and AI, this conversation explores the fundamental marketing principles they both believe every marketer should understand.There are still plenty of disagreements (and more than a few jokes at each other's expense), but this is a rare opportunity to hear two of the industry's biggest thinkers build a shared foundation for modern marketing.This episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbookTimestamps00:00:00 - Start00:00:40 - Teaser00:02:08 - Mark Ritson on Champagne00:03:42 - When did Mark and Byron meet00:05:36 - Why Byron and Mark are coming together after a decade00:07:25 - When Jon met Byron00:08:57 - Is AI more brand centric than humans?00:11:08 - Mark and Byron's criticism on their Cannes talk00:12:49 - The problem with academia00:13:45 - What do marketers still not understand about How Brands Grow00:18:06 - You are not the customer00:20:56 - Distinctiveness vs relative differentiation00:28:45 - Why we need to control all 4 Ps00:33:10 - The 95:5 rule00:39:20 - Why Byron doesn't like the term “Long Term”00:42:41 - The role of mass marketing00:46:40 - How to do mass marketing as a challenger brand00:53:45 - How long does it take to build a proper brand00:56:10 - What does Byron think of P&G00:58:47 - The power of distinctive brand assets01:03:42 - Why brand anniversaries are pointless01:04:40 - How luxury brands grow01:09:16 - The role of purpose01:16:58 - The dark lord of penetration01:18:17 - What pet name does Byron have for Mark01:23:17 - Closing remarks

In this episode, Josh Spanier from Google and Lauren Wiener from BCG join us to discuss how AI is transforming marketing, organisations, and the role of the CMO. From navigating the AI hype cycle to building the right culture for change, they share practical advice for leaders trying to turn AI from a buzzword into a genuine competitive advantage.We also explore the future skills marketers will need, the changing role of agencies, why marketing should lead AI transformation, and where the industry is likely to be just 12 months from now.This episode has been produced in partnership with BCG. Browse their CMO Report here:https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-realityTimestamps00:00 - Start01:52 - Where are we in the AI hype cycle04:48 - How are Google seeing AI impact businesses06:50 - The difference between the CMOs who are getting it right and wrong09:05 - The future of marketing in the age of AI10:48 - The skills of the future CMO16:41 - Why marketing needs to drive the change19:18 - Positive examples of AI24:01 - How do organisations make the change27:02 - When AI campaigns don't go so well29:11 - How AI data will transform marketing30:13 - Dealing with higher expectations but less resource35:25 - The culture to enable successful AI transformation36:55 - The role of agencies in an AI world38:50 - AI predictions in 12 months40:23 - The best advice you've ever been given41:52 - Where will marketing be in 12 months

Adam Morgan, founder of eatbigfish and co-creator of The Cost of Dull, joins us to explore why surprise is one of the most powerful tools available to marketers. Drawing on new research unveiled at Cannes Lions, Adam and Jon explain the psychology behind surprise, the science of reward prediction error, and why memorable brands consistently give people more than they expect.We discuss the different types of surprise, why products need to live up to the expectations created by advertising, and examine some of the best examples of surprise in modern marketing from Aldi to Jaguar and beyond.Timestamps00:00 - Start01:58 - The surprising outcomes of Cost of Dull06:04 - The genesis of Cost of Dull09:01 - Why are we talking about surprise?10:08 - Why the best marketers look outside of marketing13:42 - What the data says about surprise15:50 - Reward prediction error17:26 - Why your product needs to exceed expectations set by your brand19:59 - The surprising power of giving people more than they expect21:48 - The two types of surprise25:00 - Adam's favourite examples of surprise26:09 - Jon's favourite example of surprise28:20 - Was Jaguar intentionally surprising?29:39 - Examples of long term surprise31:50 - Why Aldi are so successful at surprise34:28 - Why you need a system for your surprise38:15 - The right balance of surprise42:12 - When is shock necessary

Suso O'Brien, former CMO of Just Eat, joins us to discuss what the role of the modern CMO really looks like. Drawing on her experience helping scale Just Eat and the findings from a new CMO survey conducted with TikTok, Suso argues that today's marketing leaders need a completely different set of priorities.We revisit the growth of Just Eat, the success of the iconic “Did Somebody Say…” campaign, and the role celebrity partnerships and sonic branding played in building the brand. But beyond the advertising, Suso shares why CMOs spend surprisingly little time on the work itself, why internal influence matters more than ever, and why managing expectations may be more important than managing brands.The conversation also explores the lack of marketing representation at the top of organisations, the pressures facing today's CMOs, and Suso's framework for leading people through her five Cs of great management.Timestamps00:00 - Start02:52 - The food delivery category in 201604:05 - The role marketing played in the growth of Just Eat05:55 - Does “did somebody say?” translate globally?07:26 - The celebrity strategy behind Just Eat09:47 - The power of sonic branding12:12 - What impact did the campaign have vs other growth levers for Just Eat14:36 - CMOs rarely spend any time on the work17:28 - The real 4 Ps of the CMO19:06 - Discoveries from the CMO survey with TikTok20:56 - Why the lack of marketing representation at the top of companies is worrying22:00 - What skills are lacking in an organisation23:08 - The short term pressure on the CMO24:34 - How do you make the case to invest in long term28:20 - The power of compounding creativity29:04 - The CMO's role is managing expectations, not brands30:04 - Why CMO's need to persuade internal stakeholders36:10 - The #1 challenge CMO's face40:58 - Suso's hardest challenges as Just Eat CMO42:40 - Why Suso asked her colleagues for feedback when she left Just Eat44:17 - 5 C's of great people management44:32 - 1: Care45:30 - 2: Clarity47:35 - 3. Calling it early49:12 - 4. The cost of comfort51:33 - 5: Constant feedback53:25 - Suso's advice to future CMOs

Jamie Domenici, CMO of Klaviyo, joins us to discuss why customer experience has become one of the most powerful drivers of growth. Drawing on lessons from nearly a decade at Salesforce and her experience joining Klaviyo just months before its IPO, Jamie shares how great brands create loyalty by obsessing over the customer.We explore what marketers can learn from customer success teams, why events like Dreamforce are so memorable, and how Klaviyo has repositioned itself while building a competitive moat in an increasingly crowded market.Jamie also shares her views on AI, the future workforce, the skills tomorrow's CMOs will need, and the difference between good marketing leaders and truly great ones.Timestamps00:00 - Start01:05 - Jamie's strange first job02:26 - Best and worst customer experiences05:56 - The power of a good customer experience08:45 - Marketing lessons from customer success11:48 - Marketing lessons from 10 years at Salesforce13:05 - Why Dreamforce was a great example of good customer experience14:46 - The key to a great keynote21:56 - Joining Klaviyo just months before an IPO24:28 - Repositioning a company25:45 - How does B2C differ to B2B when it comes to CRM?28:41 - How Klaviyo are building their moat30:51 - Where is AI going to have the biggest impact?32:19 - How are Klaviyo using AI in their product?34:14 - How AI is going to change the workforce35:42 - What skills will future CMOs be hiring for?37:31 - The difference between a good CMO and a great CMO39:17 - Why Klaviyo invest a lot in events40:52 - The best advice Jamie has ever received

Anselmo Ramos is one of the most respected creatives in advertising and the co-founder of GUT, the agency behind some of the world's most talked-about campaigns. Built on the belief that brave creativity drives business growth, GUT has quickly become one of the industry's most successful modern agencies.In this episode, Anselmo shares the story behind founding GUT, the principles that guide the business, and why marketers need to trust their instincts more. We discuss the power of relationships, how to build a great co-founder partnership, and why the biggest challenge often comes after success.We also explore GUT's approach to pitching, the bravery gap facing modern brands, the role of AI, and the campaigns that have helped define the agency's remarkable rise.Timestamps00:00:00 - Start00:02:44 - Why is the industry obsessed with making rational advertising?00:04:19 - Why GUT have 68 principles00:06:27 - Why you need to pay more attention to your GUT00:09:10 - The GUT agency founding story00:12:41 - The secret to a successful co-founder relationship00:14:42 - Lessons from creating a successful agency00:17:58 - The surprising challenges of growing a successful agency00:20:14 - The compounding power of relationships00:22:55 - GUT's approach to pitching00:29:26 - How to be productive and find inspiration00:31:50 - The power of working without approval00:36:26 - The bravery scale and the bravery gap00:40:17 - How to become a brave brand00:43:26 - Why brave creativity drives business results00:45:52 - Why black t shirts?00:49:09 - How GUT's acquisition changed the business00:56:21 - How to plan your exit strategy00:59:29 - The Artois Probability: a Grand Prix winning campaign01:03:55 - Wimbledon All White Stella Artois Can01:05:59 - Stella Artois partnership with David Beckham01:11:06 - Where Anselmo uses AI01:13:53 - The best advice Anselmo has ever been given

Greg Hahn returns to the podcast to discuss the philosophy that has made Mischief one of the most talked-about agencies in the world.From Tubi's famous Super Bowl interruption campaign to turning around legacy brands like JCPenney, Greg explains why the biggest risk brands face today isn't failure, it's being ignored. We discuss how to create safe spaces for dangerous ideas, why AI risks making marketers more cautious, and the hidden cost of playing it safe.Greg also shares the traits of great CMOs, the future of agencies and pitching, the campaigns he's most proud of, and the advice he'd give to the next generation of creatives.Thanks for System1 for supporting the podcast: https://system1group.comTimestamps00:00 - Start01:43 - Who are Mischief and what do they stand for?04:26 - What would Greg Hahn's walk on track be?05:05 - How to make a safe space for dangerous ideas07:46 - Is AI making us play it safe?10:37 - What is the real cost of playing it safe?14:31 - The Mischief strategy behind Tubi16:20 - Tubi's famous Super Bowl interruption campaign17:20 - The reward prediction error theory22:16 - Turning around a large legacy business like JCPenney25:55 - The traits of a successful CMO28:06 - The JCPenney movie trailer30:16 - Goldfish Chilean Sea Bass campaign35:51 - Why Greg likes George Felix as a CMO37:09 - The work that Greg is most proud of38:03 - What does the future of pitching look like?40:50 - How much of Mischief's work comes from pitching42:13 - The future of social media43:17 - What other agency work is Greg envious of?45:03 - What would Greg do if he wasn't afraid?48:01 - What does the future creative agency look like?49:14 - What does the future CMO role look like?51:12 - What does Greg want to achieve next?53:29 - Greg's advice for young creatives54:25 - What's the best advice Greg Hahn has ever been given?56:59 - What content does Greg consume? - Post chat

George Felix, CMO of Chili's, joins us to tell the story behind one of the most impressive brand turnarounds of recent years. From iconic menu items like chips and salsa and the famous margarita to viral social media moments and creative partnerships, George explains how Chili's became culturally relevant again and reignited growth.Before Chili's, George played a key role in the legendary Old Spice turnaround, and in this episode he shares the lessons he's learned from transforming legacy brands. We discuss the power of nostalgia, making the most of your agency relationships, influencing product and pricing decisions, and why the customer experience often drives more value than advertising alone.Timestamps00:00:00 - Start00:02:07 - The famous Chili's chips and salsa00:03:39 - The famous Chili's margharita00:06:32 - Why Chili's has signature items00:08:01 - How Chili's became one of the biggest brand turnarounds in history00:10:51 - The importance of working with people you trust00:12:26 - George's role in the Old Spice turnaround00:18:10 - How to build the case for increased brand investment00:21:16 - The power of nostalgia for a legacy brand00:25:57 - How George pitched an idea to his creative agency and they bought it00:29:03 - The System1 data for the Chili's ad00:30:45 - Fostering a great client / agency relationship00:38:19 - How experience drives better ROI than marketing00:42:43 - The viral cheese pull trend00:45:45 - How can a brand create cultural relevance?00:48:45 - Chili's brand collaboration with Tecovas Boots00:51:19 - How George has influence over the Product “P” in marketing00:54:51 - How to leverage the Pricing “P”00:57:43 - The concept of “barbell pricing”01:00:27 - What is the most important attribute for a successful CMO?

Rory Sutherland and Tom Goodwin return for part two of our wide-ranging conversation on the future of marketing, creativity, and business.From driverless cars and Silicon Valley thinking, to the dangers of digitising every human interaction, Rory and Tom explore what businesses lose when efficiency becomes the only goal. They also discuss why governments need creative departments, whether we truly understand how advertising works, and how marketers can finally gain the influence they deserve inside organisations.Timestamps:00:00 - Start00:56 - What will be the advertising agency of the future?10:39 - How to change the way we think about ad agencies15:42 - Why the government need a creative department19:44 - Creativity isn't dead because AI only uses data from the past22:32 - How marketers can achieve the influence they deserve24:08 - Do we really know how advertising works?29:29 - Is Tesla applying marketing thinking?31:58 - The future of driverless cars and the danger of Silicon Valley44:03 - Human interaction vs digitising everything47:43 - Tom and Rory's advice for CMOs

Two of our most popular guests return for a conversation on what's gone wrong in modern marketing and how to fix it. Rory Sutherland and Tom Goodwin tackle everything from digital overload and bad choice architecture to the disappearance of taglines, long-term thinking, and genuine creativity.Expect behavioural science, contrarian thinking, and plenty of ideas that will make you rethink how marketing really works.Timestamps00:00:00 - Start00:01:31 - Digital overload - are consumers given too much choice?00:05:51 - The power of “Easter Egg Thinking”00:07:54 - Have hotels destroyed choice architecture?00:10:56 - More choice reduction failures00:14:46 - Do consumers need more choice?00:17:45 - How ad agencies can discover real insights00:19:21 - An idea to revolutionise Cannes00:20:49 - Why Rory and Tom think differently00:24:05 - What are the biggest marketing myths today00:30:41 - Fat tailed distribution - the Dulux Dog00:32:18 - Why we need to bring back the tagline00:35:17 - Are marketers too young?00:37:15 - The long term work only pays off after you're fired00:42:34 - How to we make companies look more long term?00:48:03 - Why people love Ryanair but hate BA00:49:09 - The role of surprise in advertising00:50:43 - Is marketing actually rather easy?01:00:49 - Is the advertising agency model broken?Thank you to our sponsor, System1: https://system1group.com/

Jim Olson has spent his career helping businesses navigate moments of intense pressure from corporate crises to deeply personal challenges, running comms at United Airlines and Starbucks. In this episode, the author of Tailwind shares the lessons he's learned from leadership, resilience, and facing adversity head-on.Drawing inspiration from Captain Sully's Hudson River landing, Jim explains why the best crisis leaders follow the same process: aviate, navigate, communicate. We discuss where crisis management often goes wrong, what leaders can learn from failures like United Airlines, and why “black box thinking” matters in both business and marketing.Jim also opens up about his own cancer diagnosis and the mindset that helped him through it.Get Jim's new book, Tailwind here:https://www.amazon.com/Tailwind-Compass-Turning-Setback-Comeback/dp/B0GXCM3VYT/00:00 - Start01:11 - Lessons from Captain Sully's Hudson River landing06:11 - The black box thinking approach to marketing07:30 - Other crises Jim has had to deal with in his career09:18 - When crisis management goes wrong - United Airlines13:11 - Managing merging two cultures15:27 - The situation when Jim's CEO had a heart attack18:00 - Jim's cancer diagnosis23:30 - The power of positive mentality28:30 - Don't ask yourself what if, ask yourself why not31:34 - The power of a fourth space34:05 - Crisis doesn't build character, it reveals it37:02 - Leadership lessons from Howard Schultz38:58 - Jim's advice for those people facing a crisis

Dan Taylor has spent over two decades at Google, helping shape how brands grow through search, media, and technology. Today, he leads global advertising at one of the world's most influential companies, giving him a front-row seat to the biggest shifts in marketing.In this episode, Dan shares what he's learned from 20 years at Google, from the importance of simplicity to navigating organisational complexity and the evolving relationship between product and commercial teams. We also dive into the future of search, including AI, new tools like “Circle to Search,” and what it all means for marketers.Timestamps00:00 – Start00:40 – Lessons from being a pilot05:34 – Lessons from 20 years at Google06:43 – How Google has changed over two decades07:46 – The power of simplicity09:02 – Google's breakthrough moments12:11 – The relationship between commercial and product13:47 – Navigating organisational politics17:08 – The biggest search trends in marketing18:24 – What is “Circle to Search”?20:37 – Opportunities for marketers in new search behaviours24:52 – How AI is changing search25:59 – Does Google see AI as competition?28:09 – Will ads exist in AI search?32:00 – How brands can improve search performance33:42 – Making the most of Google and YouTube35:34 – Measuring the value of brand search39:56 – AI's impact on creativity45:52 – The one lesson from 20 years at Google

Zena Arnold, CMO of Sephora, joins us to break down how one of the world's most influential beauty retailers continues to set the standard for brand, community, and culture.From standout branding to record-breaking product launches, Zena shares what's behind Sephora's success and how the business stays relentlessly close to its customers in a fast-moving category. We explore the rise of celebrity brands, the power of loyalty, and how Sephora works with creators through initiatives like the Sephora Squad.Thank you to our sponsor, System1: https://system1group.com/Timestamps00:00 - Start01:13 - Zena's incredible marketing career06:02 - Lessons that turned Zena into the marketer she is today07:41 - What has made Sephora so successful?10:01 - Why Sephora's branding stands out11:30 - What's trending in the beauty category in 2026?13:22 - How does Sephora stay close to the customer?14:45 - The biggest brand launch in Sephora history15:25 - How to pitch a beauty brand to Sephora18:00 - How important are celebrity brands?19:03 - Helping brands launch in Sephora21:00 - The power of Sephora's loyalty programme25:09 - How Sephora attract new customers27:02 - How Sephora uses creators effectively with the Sephora Squad29:45 - How to measure the effectiveness of creators31:12 - The exceptional advertising of Sephora32:49 - How Sephora uses tech in their marketing38:09 - Dealing with the speed of retail39:00 - Creating conditions where you can fail and learn

Rachel Thornton, Enterprise CMO at Adobe, joins us to unpack how one of the world's leading technology companies is navigating marketing in the age of AI. From brand building in B2B to launching complex software products, Rachel shares what it takes to drive growth at global scale.We discuss the role of major events like Adobe Summit, how AI is transforming both the practice and perception of marketing, and why community and storytelling are becoming more important than ever. Rachel also explains how Adobe balances brand and product marketing, invests in partnerships like sports sponsorships, and what “agentic orchestration” actually means in practice.Timestamps00:00 - Start01:39 - Rachel's career and what makes a successful CMO04:12 - The importance of brand in B2B08:57 - The role of large events in B2B marketing (like Adobe Summit)12:29 - The biggest changes AI have had in marketing18:06 - How Adobe approaches community in their marketing20:26 - How Adobe use AI in their marketing22:53 - How Tesco use Adobe24:22 - Adobe's product launches at Summit 202626:50 - What does agentic orchestration mean?28:33 - How to successfully launch new software?29:58 - How Adobe addresses brand vs product marketing?30:57 - Why Adobe invests in sports sponsorships34:26 - The power of storytelling in sport36:07 - The best advice Rachel has received

Nir Eyal returns to the podcast to discuss his latest book, Beyond Belief, and the powerful role belief plays in shaping our behaviour, relationships, and decisions.From the difference between fact, faith, and belief to the surprising ways our perceptions influence what we see, Nir explains how beliefs can be consciously changed and why doing so can transform everything from personal performance to company culture.We also explore the role of belief in branding, including how companies like Liquid Death use anticipation to disrupt entire categories, and why the most successful brands don't just sell products they shape what people believe.Thank you to System1 for sponsoring Uncensored CMO.https://system1group.com/Timestamps00:00 - Start01:44 - Why Nir wrote a book about belief?05:57 - How powerful can belief be?10:15 - Believing is seeing12:44 - The three powers of belief14:42 - The difference between fact, faith and belief16:05 - How belief can affect relationships17:10 - How to change your beliefs25:52 - How powerful can beliefs be?28:37 - The cautious power of placebo32:59 - Why Liquid Death used the power of anticipation to disrupt water35:59 - Why brand is so powerful37:40 - How our beliefs literally shape what we see39:42 - Why smart people are more unsuccessful41:59 - How beliefs can improve company culture42:57 - When should you quit?47:08 - Why labelling yourself can be self-limiting50:52 - How to build good beliefs

Today, Jon and Kory break down one of the most misunderstood relationships in marketing: working with agencies.From treating agencies as a true force multiplier to fixing broken relationships, they share practical advice on how to get the best out of your partners, and what to do when things inevitably go wrong. This is a candid look at trust, expectations, and why the best results come when agencies feel like part of your team, not just a supplier.Whether you're managing an agency or working inside one, this episode will change how you think about the relationship.Get Uncensored Renegades every week:Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480cTimestamps00:00 - Start01:20 - Why agencies can be a force multiplier02:11 - How to fix a broken agency relationship04:12 - How to set your agency up for success08:36 - Bringing your agency into your company13:42 - What to do when things go wrong with your agency18:30 - Be tough in victory and gentle in defeat20:17 - What is the cost of changing your agency?

Danny Alexander, co-founder of Who Gives A Crap, joins us to share how a toilet paper brand became a global challenger business while giving away 50% of its profits to charity.From launching with a viral crowdfunding campaign to capitalising on the global toilet paper shortage, Danny breaks down how the brand combined purpose, creativity, and strong fundamentals to stand out in a commoditised category.We also discuss the realities of scaling a mission-led business, the differences between DTC and retail marketing, lessons from failed launches, and how to build a team and culture that lasts. A brilliant look at what it really takes to build a brand people care about.Timestamps00:00 – Start00:29 – The founding story of Who Gives A Crap02:55 – The benefits of having three co-founders05:00 – Naming the company07:07 – Innovating in packaging design10:08 – The story behind the emergency roll10:58 – Why they give away 50% of profits12:53 – Convincing investors to support the mission14:38 – The viral crowdfunding campaign17:33 – Capitalising on the toilet paper shortage22:45 – DTC vs retail marketing24:36 – Most effective marketing campaigns27:46 – Biggest challenges and failures30:53 – A failed brand launch37:08 – Hiring great talent38:32 – The five values of Who Gives A Crap41:14 – Advice for aspiring founders

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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