Podcast appearances and mentions of Jon Evans

The B2B boys Jon Lombardo and Peter Weinberg return to the podcast for a third time, this time wearing their new distinctive assets. They go hard on Professor Scott Galloway, disagreeing with his "brand is dead" statement, suggesting that not only is brand not dead, it's alive, thriving and you need it for your brand to survive. They also give us an update on their synthetic research company, Evidenza, and what the future of brands look like in the age of AI.Timestamps00:00 - Intro02:07 - How is Evidenza going?03:36 - Why Evidenza have embraced distinctive assets08:29 - Why Jon and Peter disagree with Scott Galloway on brand17:20 - The future of brand in the age of AI21:21 - The 95:5 rule reinvented27:48 - Why brand efforts compound30:00 - Why brand matters more in B2B than B2C38:49 - The Evidenza jingle41:03 - What marketing questions can now be answered with AI55:17 - What is the future of AI for research

I speak to Airbnb's CMO, Hiroki Asai, fresh off their 2025 Summer Release, where they announced their brand new "Services" and "Experiences" addition to the platform. This now positions Airbnb as the perfect alternative to a hotel when travelling. Hiroki touches on how they have launched this massive new innovation, why they do all their creative work in-house and rounds off with some poignant advice to marketers.Timestamps00:00 - Intro01:42 - Joining Airbnb at the start of COVID02:44 - Why Airbnb turned off performance marketing but invested in brand04:01 - Airbnb's origin story as told by their CMO, Hiroki Asai06:31 - The importance of design for Airbnb07:37 - Why all branding and advertising is done in house17:36 - How the new launch helps Airbnb hosts18:33 - What went into such a big launch20:36 - Some of the notable Airbnb experiences21:28 - The big redesign of the Airbnb app23:59 - How Hiroki leads the marketing organisation27:29 - How to launch a big product update29:37 - Revamping the Airbnb host experience31:45 - Hiroki's advice for aspiring CMOs

Since Elon Musk acquired X (formerly Twitter) in 2022, the platform has undergone dramatic changes; slashing headcount, losing major advertisers, and redefining its identity. Now, under CEO Linda Yaccarino and marketing lead Angela Zepeda (formerly of Hyundai), X is staging a comeback. Angela joins Jon to discuss her leap from automotive to tech, rebuilding advertiser trust, and the bold vision of turning X into “the everything app.”They cover the platform's role in breaking news, championing free speech, and why brands are flocking back.Timestamps00:00 - Intro00:39 - From Hyundai to X: Angela's leap03:46 - Leading marketing when everyone has an opinion05:56 - Free speech and platform identity07:45 - Why news breaks on X13:11 - X as a place to think differently15:58 - The rise of sports on X19:35 - Helping brands join the conversation26:16 - Winning back advertisers34:25 - What advertisers gain from returning36:06 - How X markets itself39:58 - The “everything app” vision42:54 - Integrating Grok AI47:20 - How advertisers can win on X

Rankin Carroll is the Chief Brand Officer at Mars, having joined the company in 2002. Mars is responsible for some of the most well-known advertising in the world, for brands including M&M's, Twix, Snickers, Skittles, and more. Jon speaks to Rankin about long-term brand building vs. performance marketing, how to get the most out of agencies, and what it takes to build a portfolio of incredible brands.Timestamps00:00 - Intro00:52 - Rankin's career journey05:49 - How the Chief Brand Officer role works at Mars07:37 - Marketing mix spend at Mars – can you implement a fully earned strategy?13:27 - Brand building vs. performance marketing15:13 - How Mars stays so consistent with their marketing19:06 - The power of consistency and longevity at Mars24:55 - How agencies can get the most out of their clients32:09 - How Twix became a $1 billion brand38:41 - Own Goal Snickers AI campaign explained40:43 - The dominance of M&M's advertising in the System1 database44:40 - The power of the M&M's characters48:04 - Rankin's advice to young marketers

Nicole Parlapiano is the CMO of Tubi, an ad-supported streaming platform taking on the subscription giants. Nicole has previously had her own dating startup acquired by Match Group, before working in private equity, famously being Head of Marketing at WeWork during their crash and most recently VP Marketing for Tinder. Nicole is one of the most entrepreneurial CMOs on the planet, bringing a unique lens to brand building, embracing chaos and driving the business forward with marketing.Timestamps00:00:00 - Intro00:01:06 - What makes an entrepreneurial CMO?00:06:04 - Why Nicole embraces chaos / her career journey00:11:34 - Nicole's experience at WeWork00:15:49 - Dealing with a leaked WeWork email00:19:16 - Leaving WeWork for Tinder after the crash / how to successfully join a company as CMO00:24:57 - Marketing's role in private equity businesses00:33:43 - Working with Mischief and what would you do if you weren't afraid?00:36:20 - Why Nicole joined Tubi (and the streaming wars)00:38:04 - Working with Mischief to create a brave Super Bowl campaign00:44:28 - The00:47:53 - How Tubi markets to their advertisers00:52:19 - The “Stubios” innovation for fan led content00:58:33 - Getting creative ideas seen in a corporate environment01:01:31 - How marketing can help grow the organisation01:04:03 - Nicole's advice to aspiring CMOs

Sir John Hegarty or Jon Evans? What if you had to pick between two of your closest industry friends… ..on camera?That's exactly the dilemma we threw at Orlando Wood, CIO at System1, in his Fast & The Curious.

Colin Fleming is a returning guest, and the CMO of ServiceNow, a B2B company ripping up the B2B marketing playbook. It's not the first time Colin has done this, having previously spent 13 years at Salesforce turning them into a brand to be reckoned with. In this episode I talk to Colin about their new brand campaign with Idris Elba, what the future of marketing with AI looks like and the biggest lessons a CMO can take from a former F1 racing driver.00:00 - Intro01:36 - What is ServiceNow?03:03 - How well is the marketing role understood at ServiceNow04:26 - How to position marketing for leadership05:38 - How are B2B buying decisions made07:49 - Dealing with losing 50% lead volume10:22 - How Colin is building the ServiceNow brand?12:00 - ServiceNow's use of distinctive assets14:21 - ServiceNow's ads with Idris Elba17:07 - Understanding Agentic AI19:47 - AI agents use cases20:37 - Why we shouldn't fear AI23:10 - The risks of AI agents24:12 - How to make AI agents work together26:04 - What skills will CMOs need to win in the next 5-10 years?27:20 - 5 things B2B marketers are wrong about29:10 - How ServiceNow are using personalisation at scale31:53 - Why the data is so important for AI34:13 - How Colin went from F1 to CMO35:04 - Lessons from being a racing driver to marketing36:06 - ServiceNow's partnership with Aston Martin37:43 - Most surprising lesson for Colin since he left Salesforce

In a world first, Scott Galloway and Rory Sutherland go head to head to talk about some of the biggest topics in marketing. They lock horns on Scott's controversial statement "the era of brand is dead" and why most successful companies don't advertise. You'll also hear the two disagreeing on the Jaguar rebrand, at which point Scott may or may not have called Rory sexy...Timestamps00:00 - Intro02:15 - Be in an industry you get better at as you get older05:41 - Does wealth redistribution need to change?16:22 - Why the most successful companies don't advertise22:49 - The era of brand is over30:39 - Scott's fear for young men35:52 - Scott and Rory discuss dating40:56 - Was the Jaguar rebrand stupid?

Today, I'm joined by James Kuczynski, Creative Director at Duolingo, and Dan Salkey, Founding Partner at Small World, for a conversation on how to build truly entertaining brands.Fresh off their SXSW panel titled "Entertain or Die", named after a report by Small World, we explore how Duolingo has built such a standout brand, particularly through the rise (and death...) of their iconic mascot, Duo.In the first half of the episode, I chat with James about Duolingo's brand success, why they decided to "kill off" their beloved mascot, and how giving creative autonomy to their team has been key to their growth. In the second half, I speak with Dan about the most entertaining brands in the world today—and the specific traits you can apply to make your own brand more entertaining.Download the Entertain or Die report here.Timestamps00:00 - Start00:47 - Part 1: James Kuczynski from Duolingo01:22 - James' background in marketing03:23 - How James joined Duolingo04:18 - What is Duolingo06:34 - How Duolingo has used gamification to help people learn languages09:47 - How is AI enhancing Duolingo?11:20 - Is AI a threat to Duolingo?12:13 - Why Duolingo created “Duo”, their mascot15:47 - How the Duolingo owl evolved17:56 - Duolingo's April fools plans20:00 - Why Duolingo killed off their mascot23:57 - The results of Duo killing their mascot25:08 - How partnerships have played a role in the success of Duolingo28:02 - How Duo is bigger than A-list celebrities29:26 - How Duolingo built such a huge social media following32:08 - The importance of being in-house for growing Duolingo33:17 - How Duolingo hires social media talent34:34 - The thing that makes Duolingo stand out36:32 - Part 2: Dan Salkey from Small World37:15 - Why Small World created the Entertain or Die report38:57 - How they identified the most entertaining brands on the planet39:30 - What brands are the most entertaining?40:41 - Why the most boring categories have most space to innovate42:35 - The entertainment gap44:07 - How can brands be more entertaining?49:54 - Final advice on how brands can be more entertaining

In this episode, we deep dive into the irrational world of customer behaviour with legendary behavioural economist Dan Ariely. Dan reveals why we're all predictably wrong, how tiny invisible cues can radically change price perception, and why effort makes things feel more valuable. We also unpack the real reason people fall for misinformation, how to rebuild trust in broken industries like insurance, and why letting customers choose their own price might just be your smartest move. If you want to understand what truly drives decisions — and how to use that insight to become a better marketer — this one's unmissable.Timestamps:00:00:00 - Intro00:00:50 - The story of Dan Ariely's half beard00:07:53 - Dan's painful introduction into behavioural science00:11:46 - Reaction to Jon's house tragedy00:15:11 - The hidden truths revealed by social science00:21:43 - Invisible vs visible motivation00:29:20 - How Dan would change insurance companies00:33:30 - Lemonade insurance example00:35:39 - Why the human brain is a vintage Swiss Army knife00:38:08 - How context radically changes price perception (the relativity effect)00:45:01 - Why you should let your customer choose their own price00:47:11 - Why economists donate the least to charities00:49:58 - Why effort greatly increases your price perception01:00:06 - The real cause of misinformation and why it isn't what you might think01:12:18 - What will be Dan Ariely's new book?01:13:38 - Why we are so afraid of mistakes

Rory Sutherland returns to the Uncensored CMO podcast, tackling the economic crisis with his signature wit and wisdom. As ever, he offers a refreshingly unconventional perspective on the world's biggest problems — and marketing's role in solving them.In this episode, Rory explores why marketing is more like a casino than a science, how to capitalise on your competitors' blind spots, and what his unexpected TikTok fame has taught him. Expect laughs, left-field insights, and the kind of brilliantly bizarre anecdotes only Rory can deliver.Timestamps00:00 - Intro01:03 - Are we looking in the wrong place for growth?05:33 - Should we slow down our adoption of AI?09:08 - What marketers and the police have in common14:40 - Marketing is a casino17:42 - The most transformative behavioural science insights19:47 - Take what your competition are doing badly and double down on it26:20 - Fame is a luck multiplier32:43 - Why AO add bears to every order37:19 - How Rory would boost growth in the economy?47:13 - What has Rory been profoundly wrong about and why

Scott Galloway (Prof G) has returned to the Uncensored CMO podcast for a second time, in a special live episode. Galloway is Professor of Marketing at NYU Stern School of Business and host of the Prof G and Pivot podcasts. He joins Jon in a special live episode in London and lives up to his billing as the most uncensored guest of all time. Scott takes big swings at the advertising industry throughout the episode - despite the audience of CMOs - claiming that the days of the CMO are numbered. He continues with his damning commentary on why the era of brand is dead, why rage is the new sex, why young men are in trouble and what marketers need to do in the age of AI.Timestamps00:00 - Intro02:15 - How does Scott deal with the online negativity?09:00 - Why the CEO saviours of social media won't be turning up16:13 - Scott's thoughts on the Adolescence Netflix show23:51 - Why marketers need to do the hard things27:56 - How does Prof G assess a business opportunity33:36 - What corporate employees can learn from entrepreneurship40:22 - Why the CMOs days are numbered47:33 - How should marketers approach AI56:06 - What things has Prof G been profoundly wrong aboutThank you to System1 for making the live event possible.CreditsHost: Jon EvansExecutive Producer: James McKinvenDirector: Kerry CollingeEvent management: Lara Zwirn, Gen NorrisSocial media: Sam PriceEvent graphics: Colin JenkinsonProduction: Kinura

Live from Adobe Summit in Las Vegas, in this bonus triple header, Jon speaks with Colin Fleming (ServiceNow), Stacy Martinet (Adobe) and Billy Seabrook (IBM) about the hot topic in marketing today, AI, and what a new wave of agentic AI technology means for marketers.Timestamps00:00 - Intro00:51 - Part 1: Colin Fleming01:51 - The things people don't understand about B2B marketing03:32 - How AI is having an impact on marketing05:29 - ServiceNow's relationship with Adobe06:21 - Advice to marketers to stay on cutting edge of AI08:47 - Part 2: Billy Seabrook IBM09:17 - Where are we on this AI journey11:31 - Principles of an effective campaign using AI13:02 - How effective has AI been for IBM18:16 - What's next when AI at scale becomes the norm?21:08 - AI: a threat or an opportunity?22:06 - Part 3: Stacy Martinet22:33 - Stacy's role at Adobe23:18 - What makes great marketing for marketers?24:12 - Communicating all the changes in marketing (specifically with AI)25:15 - What is Agentic AI and what are it's use cases?28:27 - How technology is used to enhance creativity30:31 - Tips on how to utilize agentic AI31:43 - How to future proof our marketing32:48 - What goes into creating an event like Adobe Summit00:00 - Intro00:51 - Part 1: Colin Fleming01:51 - The things people don't understand about B2B marketing03:32 - How AI is having an impact on marketing05:29 - ServiceNow's relationship with Adobe06:21 - Advice to marketers to stay on cutting edge of AI08:47 - Part 2: Billy Seabrook IBM09:17 - Where are we on this AI journey11:31 - Principles of an effective campaign using AI13:02 - How effective has AI been for IBM18:16 - What's next when AI at scale becomes the norm?21:08 - AI: a threat or an opportunity?22:06 - Part 3: Stacy Martinet22:33 - Stacy's role at Adobe23:18 - What makes great marketing for marketers?24:12 - Communicating all the changes in marketing (specifically with AI)25:15 - What is Agentic AI and what are it's use cases?28:27 - How technology is used to enhance creativity30:31 - Tips on how to utilize agentic AI31:43 - How to future proof our marketing32:48 - What goes into creating an event like Adobe Summit

This is the third in our series of podcasts that talks to each of WARC's partners about the evidence they contributed to WARC's report, The Multiplier Effect, which lays out the evidence for how investment in brand drives business growth. Americas Editor Ann Marie Kerwin and System1's Jon Evans talk about how creativity contributes to effectiveness, why brand platforms are stronger than campaigns, the cost of dull and how brand building ads drive both short term sales and lasting brand impressions.

Seth Matlins is the Managing Director of the Forbes Forbes CMO Network, where he oversees the annual Forbes World's Most Influential CMOs List, the Forbes Entrepreneurial CMO 50 List, the Forbes CMO Summit, the Forbes European CMO Summit, and an expanding marketing content portfolio. Seth is an award-winning marketer, who has spent a career in and advising the C-suite of dozens of the 100 most valuable brands globally.Timestamps00:00 - Intro00:45 - Seth's new podcast02:58 - Why are there not enough CMOs becoming CEOs05:28 - Marketing needs much better marketing07:36 - Seth's career history08:00 - Working jobs that have never existed before11:41 - Scars from being a failed entrepreneur13:24 - Making unexpected connections between fields18:23 - Why organisations need to trust their marketers20:26 - What makes a CMO influential26:29 - Everyone is a brand manager28:35 - How CMOs can be more influential35:13 - The world's most entrepreneurial CMOs41:12 - What makes a CMO entrepreneurial46:22 - Doing a lot with little47:02 - What is changing for CMOs in 2025

Today Jon talks with Eugenia Zalis, CMO for one of the most iconic sweet brands in the world, Oreo. We talk about their "stay playful" positioning, incredible brand collaborations (with the likes of Coca-Cola and Post Malone) and some of the interesting innovations the brand has worked on.Timestamps00:00 - Intro00:46 - Eugenia's marketing journey01:33 - What can we learn from the Unilever approach to marketing?02:27 - How Dove turned into the brand it is today05:42 - How Eugenia started with Oreo06:33 - The “stay playful” positioning09:49 - The best way to eat an Oreo cookie11:08 - Managing a 110 year old brand12:14 - The Oreo playbook for marketing in different regions15:18 - Oreo's collab with Coca-Cola18:49 - Oreo's approach to innovation21:14 - System1 testing on Oreo innovations23:40 - Innovations from around the world25:23 - The surprising Coca-Cola collaboration25:52 - Oreo's SuperBowl ad in 202428:34 - Winning a Cannes Lion for a tweet30:34 - Why is humour not used more35:37 - Oreo x Post Malone collab38:07 - Creative process for collabs39:02 - How to lead a $4.5b organisation43:57 - Advice to aspiring CMOs

Cadillac is an iconic American brand who are navigating the shift to electrification in the automotive industry and have partnered up with 72andSunny to launch their brand new campaign “Let's Take the Cadillac. So today, Melissa Grady Dias, CMO of Cadillac, and Marianne Malina, President of 72andSunny join Jon to talk about working with a new agency and launching their first campaign together.Timestamps00:00 - Intro03:53 - Marianne's background06:49 - How to manage a brand like Cadillac08:34 - How EV's are changing the industry13:53 - How do you change your marketing for EVs15:08 - Insights and inception of “Let's Take the Cadillac”17:56 - Developing the “Let's Take the Cadillac” campaign21:41 - How to launch a new car23:39 - Building the campaign for different formats25:42 - 72andSunny and Cadillac's first campaign together28:11 - Challenging the conformity in car advertising30:48 - Why brand is so important for car purchasing32:31 - Leading the marketing agenda inside a big org like General Motors34:24 - In car Cadillac Car-aoke35:22 - Melissa's song36:13 - Coolest feature about Escalade IQ38:37 - Creating a luxury experience39:27 - Choosing your car as CMO of Cadillac40:57 - Creating a premium vehicle42:53 - Thoughts on the Escalade IQ

Rob Mayhew joins Jon for bonus episode, talking about his big move to New York City, becoming a full-time content creator and how brands can work with creators like him effectively.Timestamps00:00 - Intro01:39 - Why Rob moved to NYC04:20 - Rob's new YouTube show05:47 - London vs New York for marketers08:00 - Rob's approach to content in 202511:00 - Rob's view on the future of the social platforms14:17 - How System1's ad testing works17:27 - Rob's funniest posts on LinkedIn18:46 - Rob's process for making content20:16 - Any trends that are different in the US than UK21:43 - Thoughts on the creator economy23:09 - The Poppi vending machine backlash24:22 - How does Rob plan his content?25:18 - Different audiences for TikTok and LinkedIn25:38 - Rory Sutherland's TikTok26:48 - Power of B2B content creation

Rare Beauty is a brand built on the inclusive approach to beauty set by their celebrity founder, Selena Gomez. They've taken the US market by storm and so I'm speaking to their CMO, Katie Welch, about how they've done it. From strong positioning and making a difference in mental health across their customer base to growing a strong presence on social media (with a little help from their founder with over 400m Instagram followers), Rare Beauty is a wonderful success story of a challenger brand.Timestamps00:00 - Intro00:50 - Katie's career background07:46 - How Katie joined Rare Beauty11:09 - The challenges of launching a startup beauty brand14:19 - The positioning of Rare Beauty16:21 - New guest host interruption16:58 - Being true to the brand positioning19:48 - Being a purpose led brand22:47 - Addressing the pressures of social media26:27 - Building the Rare Beauty brand on social media28:22 - How involved does Selena Gomez get in the Rare Beauty brand29:57 - The secret to a successful product launch for Rare Beauty33:00 - Dealing with the growth challenges of a scale up40:36 - Evolving the Rare Beauty community42:24 - What's next for the Rare Beauty brand?42:47 - Being an entreprenuer in a startup45:09 - Katie growing her own social accounts

This episode is a QSR masterclass. Ken Muench is the CMO of Yum! brands, who own Taco Bell, KFC and Pizza Hut. I speak to Ken about how he started the agency that got acquired by Yum! (The Collider Lab) and his journey to being the CMO of such a large group of brands. We also talk about how all CMOs within Yum! are encouraged to swing big to make impactful campaigns and drive innovation within their brands. Ken is also the co-author of "R.E.D Marketing: The Three Ingredients of Leading Brands" which breaks down why Relevance, Ease and Distinctiveness are essential for QSR brands.Timestamps:00:00 - Intro01:07 - Ken's career background03:44 - In-house vs agency creative06:39 - Taking bigger swings07:46 - The secret to the success of The Collider Lab12:06 - Food is fuel vs experience14:42 - Why Ken wrote the book: R.E.D Marketing17:29 - The R.E.D framework20:51 - How brands grow23:58 - Why “ease” is an untapped opportunity for marketers28:26 - The power of distinctive assets30:31 - Changing the Taco Bell strapline to Live Mas!32:52 - How Yum! brands approach innovation37:14 - How Yum! brands innovation scored41:29 - What happens when innovation goes wrong44:10 - Saucy by KFC47:47 - The innovators dilemma49:44 - Taking chances: KFC FCK campaign51:48 - Ken's favourite moments as Yum! CMO53:01 - How to be a successful CMO at such a large brand55:44 - What makes a great CMO

Marcel Marcondes is the CMO of AB InBev, who run the largest portfolio of beer brands in the world. Stella Artois, Corona, Michelob Ultra and Budweiser are all under the marketing leadership of Marcel. Through creativity and consistency, AB InBev have produced some of the most effective campaigns of the past few years, often topping out the System1 charts. This has led to Marcel and his team to win some incredible awards, including WFA marketer of the year (Marcel) and most effective marketer of the year by the Effies (AB InBev).Timestamps00:00 - Intro00:48 - Marcel's journey to running the biggest portfolio in the world03:51 - The global beer brands Marcel oversees04:27 - How to manage such a large portfolio of brands07:04 - Being the most effective marketing team for the past 3 years09:39 - The Olympics partnership13:08 - How important is creativity to deliver effectiveness16:35 - How to demonstrate the power of marketing internally18:10 - Why campaign consistency is so important for AB InBev21:25 - The most effective ad by AB InBev22:39 - Having 4 brands with Super Bowl ads24:53 - Stella Artois 2025 Super Bowl ad with David Beckham30:20 - Michelob Ultra at Super Bowl33:29 - Executing a campaign across platforms36:18 - The relationship with creative agencies40:07 - Marcel's advice to CMOs

I think one of the biggest problems facing us today is the amount of distraction in our lives. Social media feeds, unnecessary meetings, huge inboxes full of emails you didn't really need. All these things are grabbing our attention and taking us away from doing what we're supposed to be doing.In this episode I'm talking to Nir Eyal, who's the author of a brilliant book called Indistractable, which is all about how we can reclaim our attention to focus our energy around the things that really matter. Now, as marketers, we can have a massive impact on our brands and our business, if only we can focus our time and effort on the right things. So Nir is uncovering all the tips and tricks for how to do that and how to make sure you're more productive and less distracted.Timestamps:00:00 Intro05:12 What is the source of distraction07:06 How to deal with the internal triggers12:50 Turning your values into time 18:14 Multi channel multitasking20:06 Why we need to change meeting culture26:20 Building a culture of indistraction in an organization32:20 Imposter syndrome34:53 Our perception of our quality of sleep38:03 Luck is a belief set42:12 Marketers are bad judges of marketing44:06 Why successful people get more successful

The Super Bowl is the biggest advertising event of the year, with the biggest brands in the world flexing their advertising muscles (and budgets). A new entrant to the Super Bowl in 2024 was Pfizer, and they're back again this year with an ad that has blown the socks off the Pharma category. Their big game ad "Knock Out", scored 4.4 stars in System1 testing, also making it one of the best ads overall. I speak with Pfizer CMO, Susan Rienow about what it takes to create such a successful ad in the most competitive environment.Timestamps00:00 - Intro01:20 - Susan's successful career so far03:19 - What Pfizer does and their mission04:21 - The Covid vaccine rollout06:29 - The role of insights for making business decisions07:36 - Dealing with the complexities of different audiences10:12 - Managing the impact of fair balance in advertising14:51 - The role of Pfizer's advertising17:04 - Why have Pfizer gone all in with a Super Bowl ad20:12 - The Pfizer Super Bowl ad in 202525:20 - What role does testing play for creating an effective ad33:31 - The role of testing giving confidence to the board37:39 - How tiny changes can make such a big difference39:15 - How to evaluate the impact of a Super Bowl ad41:22 - What makes a great CMO46:40 - Advice Susan would give to young marketers

Today Jon sits down with Benjamin Braun, CMO at Samsung Europe, for a fascinating conversation that spans from innovative tech demos to Olympic marketing strategies. Benjamin shares insights on Samsung's role as a 40-year Olympic sponsor, demonstrates the latest AI capabilities in Samsung devices, and discusses how the company balances long-term brand building with short-term sales goals. The conversation takes a personal turn as Benjamin opens up about his experience with dyslexia and how neurodiversity can be a strength in business leadership. From product innovation to marketing effectiveness in the boardroom, this episode offers a glimpse into the mind of one of Europe's leading CMOs and the future of consumer technology.Timestamps00:00:00 - Intro00:00:50 - Why podcasts are now video00:03:54 - Samsung's approach to AI products00:12:21 - Showing Samsung's AI photo editing features00:15:20 - The Samsung Galaxy Ring and the health benefits of tech00:20:35 - The history of Samsung00:22:47 - How Samsung have innovated in TV's00:27:37 - Having products across all price points00:29:11 - What can marketers learn from being a Police Officer?00:36:17 - The mini max approach to marketing00:42:13 - Samsung sponsoring the Olympics00:49:18 - The best Samsung ads00:55:56 - How to be an effective CMO in a large organisation01:00:37 - Put your CFO and CEO in the shoes of the customer01:07:22 - How Benjamin manages his dyslexia as a CMO

Dr Karen Nelson Field is a multiple returning guest to the podcast, talking about her book "The Attention Economy: A Category Blueprint" which takes an in-depth look into the dynamic world of marketing and advertising, unveiling the pivotal role that human attention measurement plays in the present and future landscape.  In this episode we discuss the history of attention, how the platforms are manipulating our attention, why not all reach is equal, and, ultimately, what we can do about it.00:00 - Intro00:49 - Karen's new book01:42 - The history of attention03:20 - The case for attention04:17 - The difference between active and passive attention09:37 - Linking attention to memory11:30 - Linking attention to advertising outcomes14:12 - The concept of attention elasticity15:17 - How platforms are manipulating our attention17:51 - How to measure attention20:10 - Seen vs served25:22 - How is the industry progressing?27:21 - Is there a new metric we can use in place of CPM?29:10 - How to buy media based on attention31:25 - Karen's new course32:31 - How is Amplified Intelligence going

In this episode I'm joined by Allison Ellsworth, founder of the fastest growing beverage brand in the US, Poppi.Poppi was started as Mother Beverage in 2018 (a nod to the raw, unfiltered apple cider vinegar used in the drink) but was rebranded after featuring on Shark Tank in the same year. Now, it's one of the biggest soda brands in the US, outselling Coke and Pepsi on Amazon. I speak to Allison about the journey of creating the brand, how influential TikTok was for their growth, their merch strategy and how they ended up buying a Super Bowl ad. This is a fascinating account of how a challenger brand can disrupt an industry in such a small period of time.Timestamps00:00 - Intro02:08 - Allison's experience on Shark Tank05:56 - Funding and rebrand of Poppi10:36 - Launching the brand during COVID11:06 - Outselling Coke and Pepsi on Amazon12:33 - How big is the impact of Shark Tank13:45 - Growing the brand on social media17:02 - The influencer and social first marketing strategy19:45 - How Poppi's marketing popup worked22:05 - Why Poppi invested in merch and launching in Target24:36 - Choosing which flavours to launch with Poppi28:04 - Approach to retail and growth29:27 - Breaking into a competitive market30:29 - Poppi's Super Bowl campaign35:30 - The journey from 2 to 200 employees40:18 - How Allison hires at Poppi42:05 - The hardest part of the journey at Poppi44:07 - How Allison would start a new startup today

Mr Bates vs The Post Office is a the most watched drama on ITV of all time. It's the extraordinary story of the greatest miscarriage of justice in British legal history, where hundreds of innocent sub-postmasters and postmistresses were wrongly accused of theft, fraud and false accounting due to a defective IT system. I speak to the producer of the show, Patrick Spence, to get a behind the scenes look at the drama, how it was discovered, how it was made and why the country rallied around Mr Bates.Timestamps00:00 - Intro01:09 - The story of Mr Bates05:33 - Having the film commissioned by ITV08:59 - How true was the drama12:04 - How big was the cover up at the Post Office14:12 - How did this scandal happen17:21 - Why some people pleaded guilty19:36 - How has the show impacted real people22:08 - Why no one has received compensation yet24:46 - What awards has the show won26:24 - The reaction from Fujitsu and the Post Office31:53 - How has the drama translated globally?

On today's show, we look at how art can highlight the struggles of incarcerated women, build solidarity with them across prison walls, and fight against the erasure and censorship inherent to incarceration.  First, we'll hear about a dance performance called "If I Give You My Sorrows" that's built around the complex ways that incarcerated women relate to their beds. Then, we'll learn about an art exhibition, "The Only Door I Can Open," that's curated and created by incarcerated artists, writers and poets inside Central California Women's Facility. Featuring Jo Kreiter, artistic director of Flyaway Productions and creative director of If I Give You My Sorrows Betty McKay, formerly incarcerated advocate and organizer Tomiekia Johnson, incarcerated writer and co-curator of The Only Door I Can Open Chantell-Jeannette Black, incarcerated artist and co-curator of The Only Door I Can Open Rahsaan “New York” Thomas, executive director of Empowerment Avenue Credits Making Contact Team Episode Host: Lucy Kang Producers: Anita Johnson, Salima Hamirani, Amy Gastelum, and Lucy Kang Executive Director: Jina Chung Editor: Adwoa Gyimah-Brempong Engineer: Jeff Emtman  Digital Media Marketing: Lissa Deonarain Special thanks to Christine Lashaw from Empowerment Avenue for recording interviews with Tomiekia and Chantell that were part of this show. Music The music in this episode was excerpted from compositions for If You Give Me Your Sorrows. “Skewed” Carla Kihlstedt – voice, music box, field recordings Elijah Oberman – voice, synths Music/sound design – Carla Kihlstedt & Eli Oberman “Where Betty Can Go Find Betty”  Pamela Z – voice, processing, MIDI instruments Vocal samples excerpted from an interview with Betty McKay Music by Pamela Z “Closure” Cole Kamen-Greene – trumpet Carla Kihlstedt – voice, violin Devin Ray Hoff – bass Matthias Bossi – percussion Music by Carla Kihlstedt (with structural advice from Elijah Oberman) “Prayer” Carla Kihlstedt – voice Music by Carla Kihlstedt “Salve” Kalyn Harewood – spoken voice (excerpted from an interview with Tomiekia Johnson) Carla Kihlstedt – violin, nyckelharpa, marxophone, voice Elijah Oberman – violin, sound design Jeremy Flower – synth programming Jon Evans – bass, guitar Matthias Bossi – percussion Music by Carla Kihlstedt   The Only Door I Can Open and If I Give You My Sorrows presented by Yerba Buena Center for the Arts in 2025: www.ybca.org/event/the-only-door-i-can-open and www.ybca.org/event/if-i-give-you-my-sorrows The Only Door I Can Open virtual exhibition hosted by MoAD: www.moadsf.org/virtual-exhibition Empowerment Avenue website: www.empowermentave.org Flyaway Productions: www.flyawayproductions.com Museum of the African Diaspora: www.moadsf.org The music featured in If I Give You My Sorrows is available for purchase: http://ifigiveyoumysorrows.bandcamp.com Petition for Tomiekia Johnson's request for commutation https://www.change.org/p/gavin-newsom-grant-commutation-for-incarcerated-survivor-tomiekia-johnson Making Contact is an award-winning, nationally syndicated radio show and podcast featuring narrative storytelling and thought-provoking interviews. We cover the most urgent issues of our time and the people on the ground building a more just world.

Mark Abraham leads Boston Consulting Group's Marketing, Sales & Pricing practice in North America. He also launched and leads the firm's personalization capability. He has built some of the firm's largest ventures and AI platforms, including Fabriq Personalization AI by BCG X, a personalization platform that accelerates personalization.Mark coauthored the book Personalized: Customer Strategy in the Age of AI, which helps executives learn how to put personalization at the center of their strategy, accelerate growth, and capture their share of the $2 trillion personalization prize.Timestamps00:00 - Intro00:49 - Why 2025 is the year of personalisation at scale01:38 - When personalisation goes wrong06:04 - Consumer data on our openness to personalisation07:48 - The $2 trillion opportunity10:08 - Who is doing personalisation well14:27 - The competitive advantage of speed and scale15:50 - How AI is driving personalisation forward24:15 - The 5 areas to build the framework for personalisation26:49 - How do you get information about your customer31:53 - What is the most useful intelligence to gather37:43 - How to make mass campaigns more targeted42:36 - Some of the barriers to personalisation50:19 - Why companies need to embrace AI53:25 - Parting advice to people on implementing personalisation

It's our annual tradition to bring Sarah Carter and Les Binet, authors of How Not To Plan, onto the podcast to discuss the hot topics of the year and what marketers need to know in 2025. We've broken this episode into 8 key discussion points, including why consistent advertising is so effective, why the era of purpose is over and another year of the advertising industry needing to remember they are not the customer.00:00:00 - Intro00:00:55 - Reflecting on the agency's year00:05:25 - Point 1: You are not the customer00:19:51 - Point 2: Ignore Price at your peril00:26:13 - Point 3: Consistency but not a lack of creativity00:42:08 - Point 4: Never forget the eyeballs00:50:48 - Point 5: Emotions aren't just about making people cry00:55:08 - Point 6: Is the era of purpose over?01:00:38 - Point 7: Don't just be in culture, stay in culture01:03:48 - Point 8: Don't forget the power of Out of Home

Ed Smith leads the Amazon mass marketing team in Europe. In this episode we talk about how Amazon create such emotional advertising, how they make such huge decisions in their marketing and what Ed thinks about consistency within the Amazon brand.Timestamps00:00 - Intro00:48 - The top selling Amazon products at Christmas02:53 - Ed's career journey to Amazon09:08 - Amazon's sledging grannies campaign (age representation)14:49 - Why is Amazon's advertising emotional21:10 - Being consistent with your brand24:39 - How Amazon make big decisions28:27 - Managing the demand side of Amazon29:30 - Amazon's sustainability pledge35:12 - The role of influencers at Amazon38:56 - Culture at Amazon46:42 - Ed's marketing predictions for 2025

Uncensored CMO Reloaded. This episode was first published in May 2021.Rupert Howell is one of the founders of the iconic advertising agency HHCL & Partners. This is a bumper 2 hour episode, but I promise you it's worth it. We spend a lot of time actually talking about new business and the importance of winning pitches and growing customers. We also look at the campaigns that the HHCL created, where the ideas came from that inspired such iconic and effective work. And I think you'll find that quite revealing also how relationships are basically underpinned all of Rupert's success. Enjoy.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 role

For a special Christmas edition of the Uncensored CMO, we've recorded a bonus episode of the Never Mind the Adverts podcast, featuring our good friend Orlando Wood. We talk about some breaking news, have some festive drinks and review some of the best Christmas Ads this year (yes, including that Coke ad). Enjoy.Timestamps00:00 - Intro01:10 - The news03:53 - Orlando's Christmas Stocking Fillers09:06 - Drinks trolley12:38 - Review of the 2024 Christmas Ads16:45 - A break from the ads21:03 - Name that ad

On today's show, we look at how art can highlight the struggles of incarcerated women, build solidarity with them across prison walls, and fight against the erasure and censorship inherent to incarceration.  First, we'll hear about a dance performance called _If I Give You My Sorrows _that's built around the complex ways that incarcerated women relate to their beds. Then, we'll learn about an art exhibition, _The Only Door I Can Open, _that's_ _curated and created by incarcerated artists, writers and poets inside Central California Women's Facility. Featuring: Jo Kreiter, artistic director of Flyaway Productions and creative director of _If I Give You My Sorrows_ Betty McKay, formerly incarcerated advocate and organizer Tomiekia Johnson, incarcerated writer and co-curator of _The Only Door I Can Open_ Chantell-Jeannette Black, incarcerated artist and co-curator of _The Only Door I Can Open_ Rahsaan “New York” Thomas, executive director of Empowerment Avenue **Making Contact Team:** Episode Host: Lucy Kang Producers: Anita Johnson, Salima Hamirani, Amy Gastelum, and Lucy Kang Executive Director: Jina Chung Editor: Adwoa Gyimah-Brempong Engineer: [Jeff Emtman](http://www.jeffemtman.com/)  Digital Media Marketing: Lissa Deonarain **Music credits: ** The music in this episode was excerpted from compositions for _If You Give Me Your Sorrows._ "Skewed" Carla Kihlstedt – voice, music box, field recordings Elijah Oberman – voice, synths Music/sound design – Carla Kihlstedt & Eli Oberman "Where Betty Can Go Find Betty"  Pamela Z – voice, processing, MIDI instruments Vocal samples excerpted from an interview with Betty McKay Music by Pamela Z "Closure" Cole Kamen-Greene – trumpet Carla Kihlstedt – voice, violin Devin Ray Hoff – bass Matthias Bossi – percussion Music by Carla Kihlstedt (with structural advice from Elijah Oberman) "Prayer" Carla Kihlstedt – voice Music by Carla Kihlstedt "Salve" Kalyn Harewood – spoken voice (excerpted from an interview with Tomiekia Johnson) Carla Kihlstedt – violin, nyckelharpa, marxophone, voice Elijah Oberman – violin, sound design Jeremy Flower – synth programming Jon Evans – bass, guitar Matthias Bossi – percussion Music by Carla Kihlstedt   Learn More:  Making Contact:  The Only Door I Can Open and, If I Give You My Sorrows_ presented by Yerba Buena Center for the Arts in 2025 The Only Door I Can Open_ virtual exhibition hosted by MoAD:  Empowerment Avenue website Flyaway Productions:  Museum of the African Diaspora: [www.moadsf.org](www.moadsf.org) The music featured in _If I Give You My Sorrows_ is available for purchase here:  Petition for Tomiekia Johnson's request for commutation: Making Contact is an award-winning, nationally syndicated radio show and podcast featuring narrative storytelling and thought-provoking interviews. We cover the most urgent issues of our time and the people on the ground building a more just world.

Jess Myers CCO of The Very Group, returns to the podcast sharing the success of her role over the past year. We'll explore how Jess and her team navigates the crucial "Golden Quarter" leading up to Christmas, the importance of creative consistency, and the successes they've achieved by sticking with what works. Plus, we'll hear about the innovative launch of the Very Media Group and how their flamingo-themed campaigns resonate with customers.Jess also sheds light on balancing commercial objectives with customer experience, fostering collaborative relationships, and the unique challenges of her executive role. Whether it's optimizing holiday ads or championing a vibrant company culture, Jess's insights are sure to inspire.Timestamps00:00 - Start01:07 - Jess' custom merch for the podcast02:07 - Jess' review of the year at Very04:28 - From Chief Marketing Officer to Chief Customer Officer - what's changed06:17 - How marketers can thrive in the boardroom08:53 - Embracing “hun culture”12:35 - How important the golden quarter is for retailers15:46 - Why Very chose the run the same campaign at Christmas21:05 - Why short term is important in the Golden Quarter23:57 - Very's Flamazing Flamingos as a fluent device28:40 - Launching the Very Media Group31:03 - Launching House of Flamingo34:18 - Jess' learnings from the last year at Very35:45 - Making the most out of your agencies39:29 - Closing thoughts

Please note: this is the audio only version of this episode. You can also find the video version on The Tailoring Talk Magazine You Tube Channel186. We made it to the end - well, the end of the James Bond series just for now right?Yes, it's time for the Bondathon and sadly our last until EON Productions get their act together and decide on who our new James Bond will be!Jon, Alex and Roberto are back together to review, discuss and deep dive into No Time To Die - Daniel Craig's final outing as our favourite globetrotting secret agent, James Bond.If you're looking for an in depth discussion on No Time To Die, this is the review for you as the boys discuss everything from the movie's development through to the cast, plot, gadgets and much, much more.Was No Time To Die a fitting ending to the Daniel Craig 007 James Bond Saga, or did you feel it let the series down? Watch through to the end as we reveal our own ratings and ultimate thoughts on the movie!Join in the discussion and we'd love to hear your thoughts not just on this movie, but on Daniel Craig's 007 tenure as a whole.Enjoy, and please help us out by subscribing to the channel/podcast and hitting Like or leaving us a rating and review if you enjoyed hanging out with us for this episode!#ianfleming #notimetodie #danielcraig #jamesbond #jamesbond007 #jamesbondmovies #jamesbondstyle #jamesbondtheme #billieeilish #hanszimmer #leaseydoux #ramimalek #christophwaltz #ralphfiennes #naomi_harris #lashanalynch #anadearmas #jamesbondstyle #moviereviews #behindthescene #tailoringtalk Credits:Trailer : James Bond 007 on YouTubeProduced and Edited by Roberto RevillaHosted by Jon Evans, Roberto Revilla and Alex HansfordFor the video version of the podcast search Tailoring Talk Magazine on YouTube Or visit https://youtu.be/ClAdoE20aeAMessage The Show Directly & Join The Conversation !Support the showYou can now support the show and help me to keep having inspiring, insightful and impactful conversations by subscribing! Visit https://www.buzzsprout.com/1716147/support and thank you so much in advance for helping the show!Links:Roberto on Instagram http://www.instagram.com/robertorevillalondonTailoring Talk on Instagram http://www.instagram.com/tailoringtalkpodcastTailoring Talk on YouTube https://youtube.com/@tailoringtalkCreditsTailoring Talk Intro and Outro Music by Wataboy / TVARI on PixabayEdited & Produced by Roberto RevillaConnect with Roberto head to https://allmylinks.com/robertorevillaEmail the show at tailoringtalkpodcast@gmail.com

In this episode, we're diving into a fascinating conversation with Sadira Furlow, known as the "Dean of Dopeness" at Tony's Chocolonely. We unpack Sadira's career journey from launching viral campaigns at PepsiCo to driving industry change at Tony's Chocolonely.We'll explore her admiration for Tony's authentic mission, their innovative approach to storytelling, and how they're reshaping the chocolate industry. Sadira also opens up about her bold career moves, the lessons learned from transitioning between major brands and startups, and her commitment to making a meaningful impact.Timestamps00:00 - Intro01:37 - How Sadira discovered Tony's02:01 - Why Sadira is known as the Dean of Dopeness03:19 - Sadira's role at Pepsi; Puppy Monkey Baby and Mountain Dew13:06 - From PepsiCo to a fintech (Happy Money)16:03 - Making an impact in a product-led organisation18:24 - Writing your own redundancy case21:09 - Why Sadira took a 9 month Sabbatical23:51 - How Sadira got the role at Tony's28:11 - The commitment to being a change brand29:55 - Working with constrained budgets34:26 - The lawsuit for Tony's look alike bars38:27 - The Tony's advent calendar that caused a stir39:53 - Using fun and humour to tell a serious story42:21 - In house vs agencies at Tony's43:17 - Tony's collaboration with The Washington Post44:25 - Custom branded Tony's Chocolonely bars45:46 - The most successful campaigns for Tony's47:45 - Where does the brand go from here?49:55 - What has surprised Sadira most about the brand

The marketing world has been dominated by the recent Jaguar rebrand. It's split opinion in the industry with many criticising the bold new approach with Jaguar's move to electrification. Rory Sutherland may be best positioned to give his thoughts on the change, as a six-time Jaguar owner and behavioural science expert. Rory comes at the rebrand with a more positive spin, suggesting that Jaguar needed to make a bold change in the new wave of electrification to save it's dying brand, and many of the critics have never owned a Jaguar and likely never will. As always, chatting with Rory is a lot of fun with many uncensored opinions.

In the first of a two part special on one of my favourite challenger brands of all time, Tony's Chocolonely, I speak with their Chief Chocolonely (CEO), Douglas Lamont. Douglas is an expert in Challenger Brands, having previously led Innocent Smoothie for 15 years, guiding them through their acquisition by Coca-Cola and subsequent scaling. In this episode, we'll explore the delicate balance between maintaining a strong mission and driving business growth. Douglas also shares insights into Tony's dedicated efforts to eradicate child labor, pay fair wages, and maintain transparency in their cocoa sourcing, all while making their chocolate appealing and fun for consumers.Tune in next week for an interview with Tony's Dean of Dopeness, Sadira E. Furlow (aka their Chief Brand Officer), to find out exactly what it takes to grow a brand like Tony's.Timestamps00:00 - Start01:38 - Douglas' journey to CEO at Innocent Smoothies06:36 - Lessons on how to scale up at Innocent12:47 - Why Coke kept Innocent independent15:03 - Innocent's approach to launching new products21:52 - Why Douglas moved to Tony's Chocolonely24:22 - Tony's Chocolonely origin story28:29 - Why is Tony's chocolate so good29:42 - The B2B side of Tony's Chocolonely32:56 - Is it more expensive to be a change brand?34:03 - Balancing a serious mission with a fun brand35:53 - Why Tony's is so transparent41:48 - Tony's international expansion44:38 - Challenges of being in the biggest retailer in the US47:35 - Lessons as a CMO51:33 - Creating the culture at Tony's

In this episode, we dive into the fascinating world of digital retail and YouTube with our special guest, Sophie Neary, Retail MD at Google. We explore studies comparing rational and emotional advertising, uncover the power of YouTube in capturing audience attention, and discuss the vital role of creativity in ad success, even in the age of AI.Sophie shares insights from her extensive career, including her pivotal role in transforming Boots' digital presence and launching successful campaigns like Fenty beauty. We'll also cover trends shaping the future of retail, such as the impact of Cyber Monday falling in December for the first time in five years and retailers leveraging "Fake Friday" to boost profits.Additionally, we'll touch on the evolving dynamics of YouTube creators, the significance of emotional engagement in content, and innovative advertising strategies. Plus, we'll delve into the limitless curiosity driving the continuous evolution of Google Search and the role of AI in shaping marketing strategies.Timestamps00:00 - Intro00:46 - Sophie's career history04:12 - Sophie's time at Jack Wills06:14 - Sophie's job at Boots09:26 - Top 2 retail trends from Google Search11:50 - How Google Search has evolved over the years18:12 - How to take advantage of insights from search23:10 - What Google Trends tells us about Black Friday29:51 - How retailers can go up against Amazon31:48 - Is YouTube going to replace TV?37:01 - Trends in formats for YouTube, short vs long41:35 - How YouTube empowers creators (Chicken Shop Date)47:19 - How advertisers can make the most out of YouTube52:36 - Advice on how to grow a podcast on YouTube55:00 - The greatest gift AI can give to humanity

In this episode, we're going to be talking about Compound Creativity, a new report by System1 in partnership with the IPA showing how being consistent with your creative compounds over time. I'm speaking with the author of the report, Andrew Tindall, who explains the core facets of the report and shares some fascinating statistics on the impact of creative consistency.And in a double bill, I'm also joined also joined by Dom Dwight, from Yorkshire Tea, and Vickie Ridley, from their partner agency Lucky Generals. Yorkshire Tea have been putting the principles of compound creativity to practice over many years and have been hugely successful as a result. So not only are we talking about the data, we're also talking about the practice.Download the Compound Creativity report here.Part 1  with Andrew Tindall00:00 - Intro00:58 - Launching the Compound Creativity report01:35 - Coming up with the right name for Compound Creativity02:52 - The building blocks of consistency05:13 - The value of being consistent08:04 - How compounding helps wear in09:25 - Power of fluent devices12:14 - Collaborating with the IPA for the business effects data15:00 - Don't fire your agency16:39 - The 5 most consistent brandsPart 2 with Dom Dwight and Vickie Ridley of Yorkshire Tea18:29 - Intro to Lucky Generals and Yorkshire Tea19:25 - Dom Dwight's history with Yorkshire Tea22:28 - Where did the “doing things proper” idea originate25:31 - Narrowing 17 ideas down to 326:19 - How to use celebrities well in advertising29:57 - Yorkshire Tea Ad with Sean Bean32:06 - Yorkshire Tea Ad with Kaiser Chiefs38:03 - How does the campaign work across channels42:24 - Key to a successful client agency relationship48:37 - The results of Yorkshire Tea's compounding creativity52:56 - Advice to clients to get the most out of their agency

Mark Ritson is back on the podcast for a review of the most read stories this year. We debate if Liquid Death is more than just water in a can, why Nike's focus on DTC was a mistake and what we can all learn from KitKat's perfect positioning. Recorded in a pub in London, expect some uncensored opinions from everyone's favourite marketing professor.00:00 - Start05:40 - Mark #5: Brand purpose doesn't need a commercial excuse14:13 - Jon #5: Liquid death article21:15 - Mark #4: There's no such thing as performance branding25:47 - Jon #4: Nike Winning isn't for everybody29:07 - Mark #3: KitKat's perfect positioning34:33 - Jon #3: Compounding interest, relationships and creativity39:55 - Mark #2: Why Liquid Death are running into trouble45:42 - Jon #2: Outrage is the new s*x in marketing48:32 - Ritson #1: Nike's biggest mistake52:44 - Jon #1: Airbnb's focus on brand

Chris Baker is an award-winning advertising and social change strategist turned entrepreneur. He is the Founder & CEO of Serious Tissues, a toilet roll brand that fights climate change and deforestation by planting trees with every sale. Over 1.2m trees have been planted in just three years. He is also the Co-Founder of Change Please, a coffee brand that has helped hundreds of homeless people off the streets by training them as baristas, and is available in 23 countries. Change Please was named the World's Leading Social Enterprise in 2018 and in Marketing Week's 100 Most Disruptive Brands in the World. He has spent 20 years working on the world's biggest brands including Unilever, Pepsico, Boots, Sky and Alpro whilst winning over 100 strategic and creative awards along the way.Find out more about Chris' book, Obsolete, here:https://www.bloomsbury.com/uk/obsolete-9781399416658/00:00 - Intro02:09 - The premise of his book04:27 - Why Chris called the book Obsolete06:41 - Making positive change with small businesses18:32 - Being inspired by change brands21:53 - How to win against established brands27:03 - The advantages of purpose29:31 - How Chris started Change Please32:48 - Measuring the impact of Change Please36:28 - How change brands can be distinctive40:14 - Why Tony's Chocolonely are making an impact42:06 - Putting change ahead of profits47:06 - Applying a change mindset to other industries49:37 - Making an impact commercially and with purpose52:55 - How Serious Tissues started55:53 - The power of partnerships57:49 - Chris' biggest takeaway from writing Obsolete

A two part episode coming from Radiocentre featuring Andrew Tindall and Steve Keller.Andrew Tindall is Senior Vice President of Global Partnerships of System1, where he works with the world's largest brands, creative agencies and media owners to put marketing effectiveness at the core of their businesses.. He is a prolific author, posting on LinkedIn every day & writing for the Drum whenever he gets a chance it seems. With access both to a huge effectiveness database and colleagues like Orlando Wood and Jon Evans he is able to offer great value to his legion of followers, often talking about OOH advertising.Steve Keller is Sonic Strategy Director at Studio Resonate/SiriusXM Media and is widely regarded as the leading expert in the field of sonic branding. With over two decades of experience at the intersection of sound, branding, and behavioural science, Steve combines creative expertise with a deep understanding of the psychology of sound to craft audio identities for some of the world's most recognisable brands.Part OneAndrew and Conor chat about their shared a deep passion for radio as a medium with immense storytelling power and efficiency. They discuss the concept of 'Theatre of the Mind,' emphasising audio's potential for creating long and short-term effects. We talk about this Weetabix ad & how it is a great example of creative effectiveness and how enduring ideas can come to life across various channels and in this instance not need branding up front. The discussion also covers the intricacies of fame in branding, emphasising the importance of brands creating their own iconic figures rather than relying on external celebrities. We talk about left-brain and right-brain advertising and finally talk about the recent research on creative consistency.Part TwoSteve joins Conor to delve into fascinating audio insights, likeas how hip-hop music can affect the flavour of cheese, which was part of a Cheez-It promotion that highlights the power of sound. Steve talks through the importance of having a robust sonic strategy for brands, noting the ubiquity and resilience of audio in everyday life. We talk about how brands should consider the 'universe of sound' beyond traditional radio or sonic branding, emphasising the importance of intentional sound use in creating brand memory and distinctiveness. The discussion also touches on the potential and challenges of AI in audio branding, considering implications such as regulation and the need for human involvement. Steve concludes with six key parameters for successful sonic branding.03:12 The Power of Radio Advertising04:34 Creative Storytelling in Ads08:04 The Fame Factor in Branding11:51 Understanding Left and Right Brain Advertising19:57 The Love for Irish Radio20:49 The Power of Local Radio22:29 Creative Consistency in Advertising23:43 The Launch of Compound Creativity26:06 The Importance of Consistency in Branding27:11 The Role of Metrics in Marketing29:26 The Debate on Gated Content31:08 The Viral Marketing Stunt31:41 The Fashion Collaboration Offer35:00 Introduction and Setting the Scene35:26 A Memorable New Year's Eve in Ireland37:20 The Science of Sound and Cheese40:16 Exploring the Universe of Sound43:31 The Power of Sonic Branding44:48 Crafting a Sonic Identity57:35 The Role of AI in Audio Advertising61:26 Regulation and the Future of AI Voices65:27 Six Parameters for Successful Sonic Brands71:23 Conclusion and Reflections on Audio's Impact Hosted on Acast. See acast.com/privacy for more information.

Send us a textIn this episode Mario sits down with one of his great friends, Jon "Bang Bang" Evans. Jon was on a previous episode a couple of years ago. Catch Jon Evans on episode 49 by clicking below. Episode 49 W/Jon Evans  Mario wanted to bring Jon on the podcast to talk friendship and fun times. They both worked together for 6 years. Sign up for the - Weekly Leadership Challenge Email HERE. Thank you for all the support and continuing to share our podcast. Remember we exist for more, we are here to offer more, don't ever give up, every single one of us are Made4More. 

Elfried Samba is CEO of Butterfly 3ffect. Samba immigrated from D.R. Congo to the UK at age 14 before rising to prominence in the Social media space through his work at global fitness brand, Gymshark.Timestamps00:00:00 - Intro00:00:52 - Why Elfried Samba wears a hat00:03:49 - Elfried's dissertation on social media00:10:23 - The skills most in demand in 202400:12:36 - Elfried's early work at Gymshark00:21:11 - The challenges of scaling up00:26:23 - Elfried's approach to personal growth00:36:01 - How Elfried approaches finding talented people00:41:59 - Why Elfried left Gymshark00:49:26 - Scaling through influencers and community01:00:52 - Power of personal brands

Mark Ritson is back and has convinced me to record in a pub, talking about the top 10 beer ads of all time (while drinking beer) - what could go wrong? We break down some classic ads from Heineken & Stella, Super Bowl hits from Michelob & Sam Adams and round off drinking Britain's favourite pint.Timestamps00:00 - Intro00:27 - The idea for the beer podcast04:16 - Ad 10: Budweiser08:24 - Ad 9: Budweiser10:43 - Ad 8: Heineken13:56 - Ad 7: Stella Artois18:30 - Ad 6: Corona21:46 - Ad 5: Michelob Ultra25:17 - Ad 4: Carlsberg29:10 - Ad 3: Sam Adams36:36 - Ad 2: Guinness46:05 - Ad 1: HeinekenTop 10 Ranking (with System1 Test Your Ad Report)HEINEKEN DANIEL CRAIG VS JAMES BOND (5.6)GUINNESS IN THIS TOGETHER (5.3)BOSTON BEER SAM ADAMS YOUR COUSIN FROM BOSTON (4.9)CARLSBERG THE SEAL (4.9)MICHELOB ULTRA MESSI SUPERBOWL AD (4.8)CORONA TINY UMBRELLAS (4.8)STELLA ARTOIS REASSURINGLY EXPENSIVE (4.6)HEINEKEN WATER IN MAJORCA (4.5)BUDWEISER WHASSUP (4.3)BUDWEISER OLD SCHOOL DELIVERY (4.2)

AI is reshaping every facet of business—but which departments are least prepared, and what's the biggest challenge CEOs face in leading this transformation? In this special two-part episode of AI Knowhow, host Knownwell CEO David DeWolf chats with Chief Strategy Officer Pete Buer about the AI transformation mandate. They explore the critical role HR plays in preparing for this shift and the challenges middle-market companies face in aligning leadership and vision. Pete shares insights from his research on AI readiness, highlighting the key pain points faced by investors, CEOs, and HR leaders as they navigate this complex transformation. Later, Pete sits down with Jon Evans from Impact Networking to discuss how companies can become AI-enabled. John shares his experience building a team dedicated to AI transformation and breaks down the steps to move from AI vision to practical implementation. Together, they dive into the importance of empowering employees and aligning AI initiatives with business outcomes. Don't forget to check out Knownwell's AI Transformation Readiness Assessment to see how prepared your organization is for this new era: www.knownwell.com/assessment. Also, be sure to check out Nordlight at www.thenordlight.com.  Watch this episode on YouTube: https://youtu.be/4S1cvu6hfTE 

Jon Evans, Chief Customer Officer at System1 and Host of The Uncensored CMO podcast, shares how failure has led to his biggest successes and how being tasked with doing something that was never done before was one of the most frightening things in his life. We Cover: 05:05 – The lonely and risky leap into entrepreneurship06:55 – How Adam Morgan's book "Eat Big Fish" helped Jon embrace challenges11:13 – Turning failures into the biggest career breakthroughs12:56 – Battling corporate focus on Image vs. Reality16:14 – Thriving under pressure: How confidence grows from failure20:53 – Making hard decisions 22:36 – The challenge of saying no and asking for help28:36 – Why VCs value failure as part of feeling confident to invest in you29:48 – The importance of bouncing back from failure34:32 – Navigating uncertainty and constant pressure in freelance work35:36 – How building a CMO network led to a full-time role40:51 – How success exposes you to criticism and negativity44:47 – Supporting senior marketing executives through isolation48:11 – Jon's biggest regret: Why you should pursue your goals earlier52:11 – How trust alone can lead to six-figure investments54:22 – Building relationships that pay off, like compound interest56:23 – The support system that ensures consistent successDon't miss out on this thought-provoking episode.

Kerris Bright is the Chief Customer Officer at the BBC. She was previously Chief Marketing Officer at Virgin Media.She is a highly experienced leader, bringing a customer-centred, data driven approach to setting marketing strategy and executing with creative flair. Before Virgin, she held senior marketing positions at British Airways, ICI Paints and Unilever. While at British Airways, she spearheaded the development of ‘To Fly: To Serve', a new purpose for the organisation and a multi-platform campaign and at ICI Paints she transformed the company from a ‘multi-local' to global brand building organisation. After gaining a PhD in molecular neuroscience from the University of Sussex, she began her career in marketing as a graduate trainee at Unilever.Timestamps00:00:00 - Intro00:00:26 - Why Kerris has a PHD in molecular neuroscience00:04:04 - Getting marketing training at Unilever00:09:56 - From Unilever to joining Dulux in crisis00:18:33 - How marketers can work closely with commercial teams00:22:12 - Purpose led campaigns00:31:36 - Lessons from Kerris' time in Private Equity00:42:06 - From British Airways to Virgin00:48:42 - Kerris' role at the BBC00:58:32 - The power of the BBC's editorial independence01:01:05 - Marketing the BBC01:05:20 - How the BBC makes engaging content01:08:13 - Kerris' advice to aspiring marketers