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.

  • 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
    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
  • 59 minutes 34 seconds
    A Challenger Brand Workout with Gymbox Brand Director Rory McEntee

    Regular listeners of the podcast will know how much I love challenger brands, and Gymbox are one of the best examples of a challenger brand really shaping up their industry. Rory McEntee is the Brand and Marketing Director for the challenger Gym brand, and is responsible for some of the most creative campaigns (which have often come along with a side helping of legal letters) that have really put Gymbox on the map.

    Timestamps

    00:00 - Intro
    00:45 - Rory’s marketing background
    02:27 - Rory’s time at Paddy Power
    08:18 - Why Rory joined Gymbox
    10:11 - The Gymbox founding story
    14:01 - Reframing how people see the gym
    16:05 - Using your constraints to your advantage
    25:15 - Using every touch point as media
    35:11 - Being obsessed with execution
    39:27 - Forgiveness not permission with your marketing
    46:43 - Dealing with taking risks
    48:56 - Why the Gymbox culture is so important
    53:44 - How does the business of a challenger gym work

    28 August 2024, 12:00 am
  • 56 minutes 11 seconds
    Brand of the year CMO on Innovation, TED talks and what B2B can learn from B2C - Rebecca Hirst

    Rebecca Hirst is the Chief Marketing Officer of EY UK, a TEDx Speaker and a winner of Campaign's 40 over 40. Before joining EY and making the switch to B2B, Rebecca was Marketing Director at Samsung and working on brands including Coca-Cola, Schweppes, Kellogg’s, Kleenex, Microsoft, IBM, United Airlines, Lufthansa and Star Alliance.

    Timestamps

    00:00 - Intro
    00:54 - Winning Campaign’s 40 over 40
    04:33 - Being a Ted Talk speaker
    08:01 - Rebecca’s time at Samsung
    13:08 - Why Jon loves being a challenger brand
    17:08 - Working at Coca Cola vs Pepsi
    23:00 - How Rebecca transitioned into a B2B role
    25:46 - The power of compounding
    32:03 - How is B2B marketing different to B2C?
    37:36 - How to influence change at a large organisation
    46:12 - How EY became UK’s strongest brand
    52:14 - Rebecca’s advice to young marketers

    21 August 2024, 12:00 am
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