How I created the most successful agency of the 90’s - Rupert Howell, HHCL & Partners

Josh Feldman serves as Global Chief Marketing Officer, NBCUniversal Advertising and Partnerships. Feldman is responsible for driving how the NBCUniversal’s Advertising and Partnerships division shows up in the marketplace, leading creative executions that span Upfronts and industry-first events. He oversees the entire Marketing and Content Partnerships group, comprising the division’s Commerce, Content and Talent Partnerships, Creative, Marketing, Strategic Initiatives, and Trade Marketing teams. This group operates the division’s full scale creative agency; leads NBCU’s development of an innovative suite of commerce solutions, such as One Platform Commerce; and furthers the company’s commercial innovation commitments.Previously, Feldman served as the division’s Executive Vice President, Head of Marketing and Advertising Creative. Prior to joining NBCUniversal, Feldman started his career at Turner Broadcasting, where he took on various roles including Senior Vice President & National Sales Manager, Vice President & New York Sales Manager as well as Account Executive, where he oversaw client relationships for Cartoon Network, Adult Swim, truTV, TBS and TNT.  Timestamps00:00 - Intro00:35 - Josh’s Career Story02:50 - How does being creative help with sales04:17 - B2B strategies that make NBCU successful07:58 - Why Cannes is important to NBCU09:41 - NBCU’s iconic programming11:05 - The secret to building strong client relationships14:21 - Funnel marketing and the importance of end of funnel16:34 - The popularity of Bravo17:46 - BravoCon21:00 - The best brand activations at BravoCon22:51 - How brands can work with talent24:49 - Being a media partner for the Olympics27:59 - Josh’s advice on creativity and landing your message31:39 - Helping smaller brands

1 Marras 202333min

One thing we don't talk enough about on the Uncensored CMO is B2B. Specifically, B2B companies that are investing in their brand. One such company is Salesforce, who are a true force in the B2B tech world. I caught up with their EVP of Brand Marketing, Colin Fleming, a former Red Bull Racing driver, who gave us an insight into why their brand marketing has been so effective. From Super Bowl ads and partnering with Matthew McConaughey, to building recognisable brand characters and even creating their own huge event, Dreamforce.Links:Follow ColinFollow Jon Salesforce Example ad with Matthew McConaugheyTimestamps:00:00 - Intro01:44 - Colin’s life as a racing driver04:07 - From motorsport to marketing, what did Colin learn?06:01 - The Salesforce journey10:20 - The 95/5 rule in B2B14:30 - The payback of investing in brand15:27 - Investing in brand assets19:31 - Why is a B2B company doing a Super Bowl ad?21:26 - How Matthew McConaughey is involved in Salesforce23:37 - Thoughts on AI25:57 - Why Dreamforce is so big32:28 - Why do people go to conferences35:36 - Brand partnerships with Formula One41:53 - Colin’s advice for marketers

25 Loka 202343min

Tash Courtenay Smith is a serial entrepreneur, renowned digital marketing expert, and best-selling author. Starting out as a journalist for the Daily Mail, Tash went on to found Talk to The Press, the Notting Hill Shopping Bag Company, Luminositie and now runs Bolt Digital. Tash also runs D2C Live, an event bringing together the best minds in Direct-To-Consumer. This conversation with a true entrepreneur covers topics such as the state of D2C, building a personal brand and inspiring the next wave of entrepreneurial talent with Biz Kids.Timestamps00:00 - Intro00:45 - Starting out in journalism01:30 - What can marketers learn from journalism?05:03 - Why become a founder06:49 - The unforgiving life of a journalist10:37 - Challenges building and selling a business16:08 - Advice to new entreprenuers20:58 - What makes a good business to invest in?26:03 - The best approaches for scale ups30:11 - The turbulent D2C market34:24 - Cutting through the D2C noise36:00 - Which brands are nailing D2C?37:00 - Creating a D2C live40:13 - Writing and finding your own voice41:17 - Building a personal brand45:32 - The secret to a successful personal brand51:17 - Going viral53:44 - Biz Kids59:41 - Parting advice

18 Loka 20231h 2min

The Gary Vee of Australia is back in the Uncensored CMO hot seat. That is, of course, everyone's favourite marketing professor, Mark Ritson. In this episode we talk about the best campaigns of the year, Mark's most popular articles and why he thinks the US is lagging behind the rest of the world.Watch Cadbury GarageTimestamps:00:00 - Intro00:31 - What’s going on in marketing in 2023?02:19 - Why US marketers are off the pace05:10 - Ehrenberg Bass and academic literature06:53 - Mark’s contradicting viewpoints07:23 - The Gary Vee of Australia08:42 - Jon made a top 100 list10:38 - Ritson’s biggest stories of the year12:33 - Guiness17:29 - The long and the short of it20:38 - Cadbury29:02 - Wear in vs wear out36:43 - Running the same ad vs running a variation of a campaign39:16 - Difference vs distinctiveness45:51 - Is authenticity overrated?48:12 - Do marketers use a brand’s history enough?57:43 - Quick fire round

11 Loka 20231h 8min

Julia Goldin is the Global Chief Marketing and Product Officer for the world's no. 1 toy brand, LEGO. Prior to joining the LEGO Gin 2014, Julia was Global CMO at Revlon. She also had a 13-year career with Coca-Cola, where she held several senior global and regional marketing roles, including Division Marketing Director of Northwest Europe and deputy Chief Marketing Officer of Japan.Timestamps00:00 - Intro00:53 - Julia’s background01:57 - How did Julia become a CMO?04:46 - What’s the secret to being a successful CMO?07:51 - The secret to a long CMO tenure09:37 - Staying on top of trends11:30 - The LEGO mission and importance of plau12:24 - Why play can help work14:27 - Is working at LEGO as fun as it sounds?17:51 - Product innovation at LEGO20:02 - Collaborations and partnerships23:11 - The best LEGO advertising campaigns25:27 - The LEGO approach to sustainability27:07 - Working with agencies28:52 - Where should a CMO focus?30:59 - Julia’s marketing career advice36:23 - Getting the business to buy-in to marketing40:26 - What will be important in the future

4 Loka 202343min

Tom Goodwin is back for our first ever live event in London. As uncensored as ever, we cover all things digital transformation to the biggest myths in marketing, this time with some thought provoking questions from a live studio audience.Timestamps:00:00 - Start01:06 - Tom’s background03:21 - Why Tom kept getting fired05:08 - What technology will change our lives?08:34 - We don’t care about consumers10:21 - What opportunites are there?12:45 - Things that aren’t changing16:52 - Jingles18:02 - Are brands dead?20:32 - Questions20:53 - The online advertising emperor has no clothes25:38 - Why are brands not calling out social media companies?28:28 - Biggest barrier to deliver on digital transformation31:45 - Should marketers be more respected?37:04 - How important is trust?42:17 - Why did Tom keep getting fired?44:49 - Is there ageism in marketing?49:22 - Does not having kids make Tom more uncensored?

27 Syys 202355min

For a very special edition of the podcast (episode 100!) I'm joined by a very special guest, Rob Mayhew, TikTok sensation and Creative Director at Gravity Road. Rob's witty commentary on the industry comes in the form of his hugely entertaining short-form videos, which often go viral on TikTok and on LinkedIn. Having found himself between jobs during COVID, Rob dug into his comedy roots and started posting up to 8 videos a day on TikTok which have grown in popularity exponentially over the past few years. He now finds himself striking some impressive brand partnerships who all want a slice of his comedy gold.This episode covers the serious to the absurd. From Rob's story of how he got into the industry, to pitching a new British Airways ad to a special guest. I couldn't think of anyone better to have as guest 100.Watch some of Rob's TikTok's if you enjoy laughing.Timestamps00:00:00 - Start00:03:41 - Rob’s backstory00:07:32 - Rob’s comedy background00:09:39 - How Rob got into TikTok00:13:11 - Coming up with content ideas00:16:50 - Rob’s most popular TikTok00:19:25 - Landing a partnership with Pret00:21:12 - The ultimate sponsor00:23:34 - Jon’s pitch horror story00:30:06 - Finding Rob new sponsors00:31:17 - Pitching Nils Leonard Rob’s idea00:37:07 - Sponsor brainstorm00:38:51 - Cannes00:40:39 - Making a career switch at 4000:43:09 - Making a living from making online content00:46:47 - Why Rob called his new agency Dunning Kruger00:49:09 - Struggles of working for yourself00:50:03 - Who are Rob’s heroes00:53:47 - Dealing with inbound volume00:54:39 - Rob’s new book00:56:38 - Agency radio show00:57:34 - Jon’s favourite guests00:59:42 - What guest would Jon like on the pod?01:02:22 - Rob getting fired01:06:58 - The difference a good boss can make01:09:21 - Something Rob has never told anyone else before01:13:50 - How to be good on TikTok01:14:47 - How to make B2B sexy again

20 Syys 20231h 19min

Advertising legend Sir John Hegarty returns to the podcast to discuss why he created a course focused on the business of creativity. If you've listened to the podcast before you'll know how important I think creativity is to drive business results, and so when Sir John announced he was creating this course, I had to get him back on the podcast to discuss.Learn more about the course here.About Sir John HegartyHe was a founding partner of Saatchi and Saatchi in 1970. And then TBWA in 1973. He founded Bartle Bogle Hegarty in 1982 with John Bartle and Nigel Bogle. The agency now has 7 offices around the world. He has been given the D&AD President’s Award for outstanding achievement and in 2014 was admitted to the US AAF Hall of Fame.John was awarded a Knighthood by the Queen in 2007 and was the recipient of the first Lion of St Mark award at the Cannes Festival of Creativity in 2011. John has written 2 books, ‘Hegarty on Advertising - Turning Intelligence into Magic’ and ‘Hegarty on Creativity - there are no rules’.In 2014 John co-founded The Garage Soho, a seed stage Venture Capital fund that believes in building brands, not just businesses.Timestamps00:00 - Intro01:37 - Why clients want to see ads05:52 - Sir John Hegarty’s top 5 ads06:47 - Ad 1: Audi - Villas07:41 - Ad 2: K Shoes - Creak08:41 - Ad 3: Levi’s - Launderette11:24 - Ad 4: Xbox - Champagne12:06 - Ad 5: Levi’s - Flat Eric17:16 - Has advertising got too serious?20:22 - The secret to pitching to a more rational audience23:58 - How to make the most of your agency relationship26:34 - Improving the brief29:45 - Have we lost the art of brand building?33:46 - The business of creativity39:39 - Collaborators on Sir John’s Course41:41 - The production of the course44:33 - The legacy of Sir John Hegarty47:26 - The format of the course48:15 - Why training is important50:29 - The case for creatives in leadership52:36 - How would Sir John Hegarty launch a new agency

13 Syys 202355min