Uncensored CMO1 Helmi 2023

AdContrarian on why online advertising is a scam - Bob Hoffman

Why the AdContrarian decided to end his weekly newsletter
The irony of Bob getting an award for best speaker at an AdTech conference
A surprising honour from Byron Sharp
The freedom that comes from being an independent
Bob’s most contrarian ever statement
The shocking amount of personal data gather about every person
How the marketing industry is complicit in on-line tracking and division in society
The issue of tracking and how we managed just fine beforehand
Why advertising works better when it isn’t personal
The primary role of advertising to create fame for the brand
System1 data to show the value of Fame building
Why most people don’t care about your banner ad
How targeting devalued creativity
Why AI will just lead us to more average creative work
The insanity of M&M’s withdrawing their characters in a moral stance
Why the industry isn’t taking the failures of adtech seriously
Explaining ‘programmatic poo’ and why it matters
The 40,000 websites your ad appears on
The 9 billions ads that suddenly disappeared
The important distinction between ad impressions and views
Why only 9% of people actual see a banner ad
What happens when we start media buying based on attention
The things your Gran could have told you about advertising
Why your audience aren’t ‘buying into the conversation’
Is my toilet paper pro Brexit?
The scale of ad fraud and why it isn’t news
Ad fraud is bigger than Coke or Nike
The scale of ad fraud funding criminal activity
Why low CPM’s drive the wrong behaviour in the digital world
How 3rd party data only predicted gender 46% of the time
Whether its time for legislation to fix the issues
The 3 things every marketer can do to help
What works in marketing doesn’t work in advertising
Introducing the Marketing Bottom and what most marketers don’t know
Why people buy what makes them feel good
How Fame, Feeling & Fluency predicts success
The one topic we should be talking about
The case for being silly and having more fun

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How to build a disruptive brand and win over the CFO - Vineet Mehra, Chime

What happens when a CMO brings the discipline of P&G, private equity and fintech together?Vineet Mehra, CMO of Chime, joins Jon to explain how the challenger bank has disrupted one of the most establi...

16 Syys 49min

What every Marketer needs to know about the future of search - Google’s Sophie Neary

AI is rapidly changing how people search, shop and discover new brands. So what does that mean for marketers?Sophie Neary has spent the past few years inside Google, giving her a front-row seat to som...

9 Syys 47min

Why uncertainty creates better marketing & what AI will never replace - Dr Margaret Heffernan

Dr Margaret Heffernan is one of the world's leading thinkers on uncertainty, leadership and creativity. A bestselling author, entrepreneur and former CEO, her latest book, Embracing Uncertainty, chall...

2 Syys 1h 2min

How Heineken became creative brand of the year - Ali Payne

Ali Payne, CMO of Heineken, joins us to discuss how one of the world's most iconic beer brands became Creative Brand of the Year at Cannes Lions - and what it takes to keep a 150-year-old brand feelin...

26 Elo 45min

Why AI should drive growth, not just efficiency – Najoh Tita-Reid

Najoh Tita-Reid, former Chief Growth Officer at Mars Petcare, joins us to discuss why she made the unusual decision to step away from one of the biggest roles in marketing to embark on a self-describe...

19 Elo 55min

How creativity transformed Australia’s No.1 Telecom’s brand - Brent Smart

Brent Smart is one of the most respected marketers in the world. After spending more than 20 years in advertising, he made the rare move from agency life to become CMO of NRMA Insurance. Brent's most ...

12 Elo 54min

Why your brand can't afford to be boring - Rebecca Darley, Vodafone Australia

Bec Darley, CMO of Vodafone Australia, joins us to discuss what it really takes to grow a challenger brand in one of the world's toughest telecoms markets.From competing against an entrenched duopoly ...

5 Elo 48min

20 years of challenger brand lessons with Auto & General CMO, Jonathan Kerr

Jonathan Kerr, CMO of Auto & General, joins us to explore how one of Australia's most successful challenger brands has built sustained growth by combining strong marketing fundamentals with relentless...

29 Heinä 1h 3min