Uncensored CMO

Jon Evans

The Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice.

  • 58 minutes 28 seconds
    The Power of Compound Creativity with Dom Dwight (Yorkshire Tea), Vickie Ridley (Lucky Generals) & Andrew Tindall (System1)

    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 Tindall

    00:00 - Intro
    00:58 - Launching the Compound Creativity report
    01:35 - Coming up with the right name for Compound Creativity
    02:52 - The building blocks of consistency
    05:13 - The value of being consistent
    08:04 - How compounding helps wear in
    09:25 - Power of fluent devices
    12:14 - Collaborating with the IPA for the business effects data
    15:00 - Don’t fire your agency
    16:39 - The 5 most consistent brands

    Part 2 with Dom Dwight and Vickie Ridley of Yorkshire Tea

    18:29 - Intro to Lucky Generals and Yorkshire Tea
    19:25 - Dom Dwight’s history with Yorkshire Tea
    22:28 - Where did the “doing things proper” idea originate
    25:31 - Narrowing 17 ideas down to 3
    26:19 - How to use celebrities well in advertising
    29:57 - Yorkshire Tea Ad with Sean Bean
    32:06 - Yorkshire Tea Ad with Kaiser Chiefs
    38:03 - How does the campaign work across channels
    42:24 - Key to a successful client agency relationship
    48:37 - The results of Yorkshire Tea’s compounding creativity
    52:56 - Advice to clients to get the most out of their agency

    20 November 2024, 1:00 am
  • 55 minutes 21 seconds
    Mark Ritson on the fall of Nike, KitKat’s perfect positioning and whether Liquid Death is more than just water in a can

    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 - Start
    05:40 - Mark #5: Brand purpose doesn’t need a commercial excuse
    14:13 - Jon #5: Liquid death article
    21:15 - Mark #4: There's no such thing as performance branding
    25:47 - Jon #4: Nike Winning isn’t for everybody
    29:07 - Mark #3: KitKat's perfect positioning
    34:33 - Jon #3: Compounding interest, relationships and creativity
    39:55 - Mark #2: Why Liquid Death are running into trouble
    45:42 - Jon #2: Outrage is the new s*x in marketing
    48:32 - Ritson #1: Nike’s biggest mistake
    52:44 - Jon #1: Airbnb’s focus on brand

    13 November 2024, 1:00 am
  • 1 hour 4 minutes
    The brands trying to change the world - Chris Baker, Serious Tissues & Change Please

    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 - Intro
    02:09 - The premise of his book
    04:27 - Why Chris called the book Obsolete
    06:41 - Making positive change with small businesses
    18:32 - Being inspired by change brands
    21:53 - How to win against established brands
    27:03 - The advantages of purpose
    29:31 - How Chris started Change Please
    32:48 - Measuring the impact of Change Please
    36:28 - How change brands can be distinctive
    40:14 - Why Tony’s Chocolonely are making an impact
    42:06 - Putting change ahead of profits
    47:06 - Applying a change mindset to other industries
    49:37 - Making an impact commercially and with purpose
    52:55 - How Serious Tissues started
    55:53 - The power of partnerships
    57:49 - Chris’ biggest takeaway from writing Obsolete

    6 November 2024, 1:00 am
  • 1 hour 12 minutes
    Social media masterclass in community and influencer marketing with Elfried Samba (ex Gymshark)

    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.

    Timestamps

    • 00:00:00 - Intro
    • 00:00:52 - Why Elfried Samba wears a hat
    • 00:03:49 - Elfried’s dissertation on social media
    • 00:10:23 - The skills most in demand in 2024
    • 00:12:36 - Elfried’s early work at Gymshark
    • 00:21:11 - The challenges of scaling up
    • 00:26:23 - Elfried’s approach to personal growth
    • 00:36:01 - How Elfried approaches finding talented people
    • 00:41:59 - Why Elfried left Gymshark
    • 00:49:26 - Scaling through influencers and community
    • 01:00:52 - Power of personal brands


    23 October 2024, 12:00 am
  • 56 minutes 1 second
    Mark Ritson reviews the highest scoring beer ads of all time (down the pub)

    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.

    Timestamps

    • 00:00 - Intro
    • 00:27 - The idea for the beer podcast
    • 04:16 - Ad 10: Budweiser
    • 08:24 - Ad 9: Budweiser
    • 10:43 - Ad 8: Heineken
    • 13:56 - Ad 7: Stella Artois
    • 18:30 - Ad 6: Corona
    • 21:46 - Ad 5: Michelob Ultra
    • 25:17 - Ad 4: Carlsberg
    • 29:10 - Ad 3: Sam Adams
    • 36:36 - Ad 2: Guinness
    • 46:05 - Ad 1: Heineken

    Top 10 Ranking (with System1 Test Your Ad Report)

    1. HEINEKEN DANIEL CRAIG VS JAMES BOND (5.6)
    2. GUINNESS IN THIS TOGETHER (5.3)
    3. BOSTON BEER SAM ADAMS YOUR COUSIN FROM BOSTON (4.9)
    4. CARLSBERG THE SEAL (4.9)
    5. MICHELOB ULTRA MESSI SUPERBOWL AD (4.8)
    6. CORONA TINY UMBRELLAS (4.8)
    7. STELLA ARTOIS REASSURINGLY EXPENSIVE (4.6)
    8. HEINEKEN WATER IN MAJORCA (4.5)
    9. BUDWEISER WHASSUP (4.3)
    10. BUDWEISER OLD SCHOOL DELIVERY (4.2)



    16 October 2024, 12:00 am
  • 1 hour 11 minutes
    Building Britain's Most Iconic Brands - Kerris Bright (BBC)

    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.


    Timestamps

    00:00:00 - Intro
    00:00:26 - Why Kerris has a PHD in molecular neuroscience
    00:04:04 - Getting marketing training at Unilever
    00:09:56 - From Unilever to joining Dulux in crisis
    00:18:33 - How marketers can work closely with commercial teams
    00:22:12 - Purpose led campaigns
    00:31:36 - Lessons from Kerris’ time in Private Equity
    00:42:06 - From British Airways to Virgin
    00:48:42 - Kerris’ role at the BBC
    00:58:32 - The power of the BBC’s editorial independence
    01:01:05 - Marketing the BBC
    01:05:20 - How the BBC makes engaging content
    01:08:13 - Kerris’ advice to aspiring marketers

    9 October 2024, 12:00 am
  • 53 minutes 6 seconds
    How the NFL harnesses the power of emotion to drive record audiences - Tim Ellis & Glenn Cole

    The NFL is one of the biggest sporting entities in the world and it's reaching the biggest audiences it ever has. So in this episode, I'm joined by their CMO Tim Ellis, and Glenn Cole, co-founder of 72andSunny, their agency partner. We talk about the secrets behind a successful 7 year agency-client relationship, how to consistently make groundbreaking, emotional work, and what it takes to create a leading Super Bowl campaign.

    Timestamps
    00:00 - Intro
    00:43 - Tim Ellis career journey
    01:51 - How Tim met Glenn from 72andSunny
    04:20 - Secret to a successful client agency relationship
    08:21 - The compounding effect of a long term agency relationship
    11:51 - Helmets off strategy
    15:09 - You can’t make this stuff up campaign
    17:40 - This is Football Country campaign
    24:41 - Growing the audience for the NFL
    27:22 - The Taylor Swift effect
    34:32 - The growth of flag Football
    39:30 - Growing the sport internationally
    42:35 - How to make a great Super Bowl ad
    49:07 - The power of emotion in advertising

    2 October 2024, 12:00 am
  • 1 hour 51 seconds
    An innovation masterclass; how Mauro Porcini created a culture of innovation at Pepsi

    In this episode, we're talking about one of my favourite subjects; innovation. And who better to talk about it with than Mauro Porcini, who's the Chief Design Officer at PepsiCo, who is also the author of “The Human Side of Innovation”. We talk about what it takes to make innovation that succeeds, and importantly, what characteristics of people can make innovation that works, (and he really knows, because if you've read the book, there are 24 characteristics that he talks about that are essential).

    Timestamps

    00:00 - Intro
    00:56 - The office of Pepsi’s Chief Design Officer
    02:56 - How Mauro got into design
    07:01 - Why you need to focus on people when innovating
    16:29 - Why so many innovations fail
    23:17 - Hiring the right people to foster innovation
    25:42 - Key characteristics of successful innovators
    33:50 - How to inspire kindness, optimism and curiosity
    40:27 - Finding the balance in character traits
    47:58 - The ideal recipe for innovation
    51:26 - How to cultivate happiness at work
    55:10 - Fighting the dictatorship of normal
    57:00 - Pepsi Rebrand

    25 September 2024, 12:00 am
  • 1 hour 4 minutes
    David Droga on fearless creativity, founding Droga5 and becoming CEO of Accenture Song

    Today I'm speaking with one of the most awarded creatives on the planet, David Droga, founder of iconic agency Droga5, and now CEO of Accenture Song, one of the largest creative groups in the world. Described by David himself as "therapy", this conversation spans topics from his start as life as a copywriter, how he created some of the most creative work on the planet and what it's like to transition from a creative to a CEO.

    00:00 - Intro
    01:58 - How David Droga got into advertising
    07:36 - Working at Saatchi and Saatchi Singapore
    12:19 - Pushing boundaries and making yourself uncomfortable
    14:29 - Moving to Saatchi London
    20:32 - Why David Droga started Droga5
    25:55 - Droga5’s first campaign for Marc Ecko
    31:23 - The first idea Droga5 presented: GE Olympics Campaign
    38:30 - Droga’s Unicef campaign
    43:25 - Droga’s Newcastle Brown Ale work
    46:25 - Huggies Super Bowl Ad
    48:44 - The Coinbase QR Code Super Bowl ad
    52:22 - Characteristics of the best CMO’s Droga has worked with
    56:23 - What it’s like being CEO of Accenture Song

    18 September 2024, 12:00 am
  • 1 hour 1 minute
    Jon Evans Uncensored; what makes a great CMO and other lessons from 150 episodes with guest host Antonia Wade

    In this episode, Antonia Wade, CMO of PwC, turns the tables and interviews our usual host, Jon Evans. From tax intern to marketing podcast host, we delve into Jon's journey through entrepreneurial endeavours at Britvic, through to being fired at Lucozade to finding a successful role in B2B at System1. We also discuss lessons Jon has learned from 150 podcast episodes with CMO's, agency creatives, founders and more.


    Timestamps

    • 00:00 - Intro
    • 00:43 - Jon’s journey from tax to marketing
    • 10:18 - Deciding if you’re more suited to corporate or entrepreneurial life
    • 12:35 - Why Jon got fired at Lucozade
    • 17:15 - Traits of a confident CMO
    • 18:35 - How do you go from tax to research?
    • 25:21 - Why Jon chose Richard Shotton as his first guest
    • 27:10 - Lesson’s we can take from COVID times
    • 30:20 - What makes a great CMO
    • 36:49 - Do emotional ads really work?
    • 39:44 - Favourite campaign that didn’t perform well with System1
    • 41:19 - Is winning a Cannes Lion worth it or not?
    • 44:42 - How important is purpose in advertising?
    • 48:37 - Is AI the saviour of creativity?
    • 52:35 - What has Jon learned about leadership from Uncensored CMO guests?
    • 56:25 - Who would Jon love to have on the podcast?
    • 57:34 - Happy 50th Birthday Jon!
    11 September 2024, 12:00 am
  • 1 hour 6 minutes
    Sir John Hegarty & Orlando Wood on the next creative revolution

    Welcome to the 150th edition of the Uncensored CMO podcast. To celebrate, I'm joined by Orlando Wood, my colleague at System1 and author of Lemon and Look Out, with the legend that is Sir John Hegarty, iconic founder of BBH. Today we're talking about why they believe a creative revolution is necessary for the industry and why they are collaborating on a new course "Advertising Principles Explained" as the antidote.

    Timestamps

    00:00:00 - Intro
    00:02:22 - Have Oasis created the most effective ad of all time?
    00:16:13 - What can we learn from the history of advertising?
    00:22:43 - The advertising landscape when John started BBH
    00:28:04 - The next creative revolution - Advertising Principles Explained
    00:32:32 - The scientific evidence for emotional advertising
    00:38:38 - Who is doing the best, most effective advertising today?
    00:41:58 - BBH work with Lynx / Axe
    00:44:55 - Why we need more humour in advertising
    00:49:32 - Advice to CMOs for selling in this approach
    00:51:44 - When does Advertising Principles Explained launch?
    00:54:42 - Campaigns that didn’t go well for Sir John Hegarty
    00:57:11 - What role do planners have in the success of the creative
    00:57:33 - How did they sell in flat Eric to Levi’s
    00:58:34 - How to challenge clients to think differently
    00:59:13 - What emerging trends will shape the future of advertising
    01:00:05 - What skills will the CMO of the future need?
    01:02:58 - What trend needs breaking today?

    4 September 2024, 12:00 am
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