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

What we covered in this episode:What is Econometrics and why you do it?The critical role of people in any econometric projectCristiano, Coke and the complete misattribution of dataImportance of senior buy-in to an Econometrics projectMaking econometrics like art on a Friday not maths on a MondayMarketing as an investment not a costHow the data captures the behaviour of peopleWhat Grace learnt when rebranding her businessWhy Grace has been turning business downHow Jon created the Uncensored CMO brand in 45minsWhy every tech company has a blue logoTraditional vs Modern marketing and who is rightIs creative effectiveness really in decline?How life stage influences media choice more than anythingThe Wrong and the Right of it and what the data really saysWhy ‘it depends’ is usually the right answerThe importance of evidence over opinion on social mediaDoes paid search actually lead to sales?The role of search as a window into consumer demandDoes Share of Search actually predict demand for your brandThe one thing Marketers are not talking about but should beAbout Dr Grace KiteWith more than 20 years’ experience, Dr Grace Kite is a business economist who’s worked on more than 120 econometrics projects across all the main advertising buying categories. In each of these categories, she has developed deep knowledge on market trends and the true nature of competition.Grace is a columnist at marketing week and WARC and a regular speaker on marketing effectiveness. With over 4,000 social media followers, she now appears alongside the likes of Mark Ritson and Les Binet. She believes that knowledge that arises from effectiveness analysis doesn’t get fed back to the people that plan campaigns often enough. Her writing and talks set out to ‘lift the lid’ in a way that normal people can understand.After earning a PhD in Economics, Grace took on increasingly senior roles at Mindshare, Millward Brown, Holmes & Cook, Mediacom, PHD and OMD. In 2010 she founded the business now known as magic numbers.Her work has led to twelve IPA Effectiveness award winners plus a Cannes Grand Prix. She was a technical judge for the 2020 IPA awards, and will judge for WARC in 2021.

21 Kesä 20211h

Rory Sutherland is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency. ​Before founding Ogilvy Change, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of two books: The Wiki Man, available on Amazon at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day, and Alchemy, The surprising Power of Ideas which don't make Sense, to be published in the UK and US in March 2019.  ​What we covered in this episode:Why economics doesn’t explain why people buy thingsHow the channel can be more important than the messageWhy dropping your price should be the most controversial decision you ever makeThe book that gave Rory a nudge towards behavioural scienceWhy 1 x 10 is not the same thing as 10 x 1 from a marketing perspectiveErgodicity. The word every Marketer needs to learn.Why the better your creative is the less you should target itWhy Effectiveness is not the same as EfficiencyThe role uncertainty and risk avoidance plays in choosing a brandWhy Usain Bolt eats McDonalds chicken nuggetsHow to charge for creative workAlchemy. How marketing can add as much value as the product itself.Why it’s time we appreciated Country music and Worthers originalsHow David Ogilvy described people who don’t respect the consumerWhy being over 40 in Marketing means you must be brilliantThe case for moving out of LondonWhy students should be allowed to spend their student loan on anythingFind out something Rory has never told anyone, it might surprise you!

7 Kesä 20211h

“the buying of time or space is not the taking out of a hunting license on someone’s private preserve, but it is the renting of a stage on which we may perform” - Howard Gossage This is just one of the tremendous quotes contained in Paul Feldwick’s intriguingly titled new book ‘Why Does the Pedlar Sing?’ about what creatives really means in Advertising.Here's what we covered in this episode:How a Shakespear play inspired the title of the bookA short history of Advertising and the different models usedThe importance of Daniel Kahnemans availability and affect heuristicThe Adland myth that entertainment doesn’t sellShowmanship and why we should all be more like PT BarnumWhy bad research forces you to do one thing whilst actually doing anotherBarclaycard and the most honest case history of making an Ad ever writtenHow Rowan Atchison inspired one of the greatest Ads ever madeWhy any process of discovery will involve a lot of trial and error How PT Barnum created Fame for his Jenny Lind TourWhy celebrity fame and brand building are far more similar than people care to admitWhy we should be talking about Fame rather than Mental AvailabilityWhat we can learn from Strictly Come Dancing“I had more energy & ingenuity” The importance of energy in creating & sustaining successThe 4 different facets of Fame that are critical for successPaul’s manifesto for reclaiming Creativity

6 Touko 20211h 44min

Damian Symons is the CEO of Clear M&C Saatchi and author of 'From Choas to Clarity', which we reference a bunch in this conversation. He shares some of the excellent insight gained from this study of over 700 CEO’s and CMO’s into the changing role of the CMO over the past year and more.What we covered in this episodeHow aligned is the CEO and CMO when it comes to business priorities?Why is the CMO a lot more influential now than a year ago?How a crisis makes you a lot more connected to your customers and colleaguesHow business strategy and the actions required to deliver it get easily disconnectedWhy Marketing needs to be much more than just ‘colouring in’Why CMO’s need to be more accountable for both short and long term investmentsHow CEO’s become more focussed on the long terms whilst demanding short term action from their CMOThe importance of a clear narrative, clear evidence and a clear short, medium and long term goalsWhy successful CMO’s aren’t always the best marketersHow you can make this crisis the best thing that ever happened to youThe failure of CMO’s to nurture talent and why no-one wants the jobThe 4 point plan to create clarity from chaos

29 Maalis 202138min

Confession time. As a Saints fan, this is certainly a case of mixing business with pleasure. But bear with me for a moment. A year ago Saints suffered the worst defeat in premier league history going down 9-0 at home to Leicester. For most clubs this would have meant firing the manager and sparking an inevitable tumble into relegation and financial uncertainty. But not Southampton. They stuck by their man and a year later are challenging at the top of the Premier League briefly going top on the same day as this interview was recorded (obviously my motivational skills were critical ….). So what does this have to do with Marketing? Well, it turns out quite a lot! Most of us will have faced a giant setback at some point (if you haven’t then maybe you not trying hard enough!) and how you respond is one of the most important things you’ll ever do in your career. Understanding the importance of your belief and values, the role consistency plays, communicating much more than usual, learning to play as a team etc. In this episode, I meet David Thomas, Commercial Director to find out what has transformed Southampton as a Football Club and what you can learn from it.Here's what we discussed:How the greatest defeat in Premier League history led to Saints challenging the bestWhat Premier League managers and CMO’s have in common and the importance of consistencyThe secret to why playing behind closed doors might be playing into Saints handsThe Southampton Way – the role of walking the talk in the transformation of the clubHow a good strategy means you can handle a few knocks without losing your wayWhy Saints chefs made over 1000 meals a week during lockdown How the sport sponsorship model had to be turned on its head and why it shouldn’t be called sponsorshipThe need for accountability and ROI for any partnership to succeedWhy Saints have the ‘John Lewis’ of kit launches and the most engaged social media of any clubHow values and belief are at the heart of any great Challenger brandWhy the club going into Administration led the foundations of success todayTurning potential into excellence and the importance of not punishing failureWhy one of the most capped England women chose to coach the Saints women in the 6th tier!How Saints are tackling racism in football.A top 6 finish versus an FA Cup appearance

4 Joulu 202043min

Here's what we covered in this episode:Who is Orlando and what is Lemon all about?Have the insights in Lemon changed on the back of the Coronavirus crisis?How emotion plays out in online videoWhy emotion is imperative online when you only have 6 seconds to capture people's attentionWhy you don't just need to be rational because your ads are targetedBrands should be using online advertising not only for activation, but also for brand buildingExamples of brands and ads doing this wellHow advertising is similar to writing a novel and artWhy we've lost some humility in our advertisingWhat the vital ingredients are to make online advertising work effectivelyFollow me:Twitter | @uncensoredCMOLinkedIn

18 Loka 202030min

Here's what we covered in this episode:Find out what inspired Mark to switch the actual classroom for the virtual oneHow he ended up being the old, rich guy with a wine collection he used to laugh atWhat he thinks of the 50% of Marketers that have no professional trainingWhy it's now time we all just all ditch the ‘D’ word and get back to MarketingFind out what every normal person knows about Advertising that Marketers pay good money to figure outDiscover the most important factors in marketing effectiveness and why its time to think about the s**t we put through the pipeWhy a recession is exactly the time you want to be increasing your spendWhy you should never confuse a change in consumer context for a change in consumer behaviour“Tell me what hasn’t changed and I will build a business around that” & other great quotes to counter the constant stream of ‘everything's changed. Buy this book’ hypeDiscover why Mark believes the smartest people are not the ones sat around the boardroom tableFind out why most CMO’s are more C than M and are not always the best marketers in their teamThe secret to CMO success is 80-90% politics over marketingThe dangers of Canadian morning TV after a big night outWe round off the episode finding out why Jon got fired after a 6-month ‘walk of shame’Follow me:Twitter | @uncensoredCMOLinkedInContact me:Website | www.uncensoredcmo.comEmail – jon@uncensoredcmo.comMark Ritson:TwitterLinkedIn

21 Elo 202054min