How not to plan - Les Binet & Sarah Carter
Uncensored CMO15 Maalis 2023

How not to plan - Les Binet & Sarah Carter

Les Binet and Sarah Carter are planning royalty. Starting out at the iconic BMP, the agency which evolved over time to become adam&eve today, they are the planners behind many famous campaigns. Not least John Lewis which lasted an impressive 14 years. A few years ago their popular myth busting column turned into the well known book ‘How Not to Plan’ taking conventional wisdom and turning it on its head. I catch up with the dynamic duo to pick their considerable brains on the topics they think marketers least understand.

Talking points from this episode:

  • The real godfather of effectiveness
  • How John Lewis changed Christmas
  • Les & Sarah pick a favourite ad
  • Why vignette ads are a cop out
  • What the John Lewis econometrics reveals about the campaign
  • Why you should make people feel something not show them feeling
  • Jon discovers the Long & the Short of it
  • The best way to really upset Les
  • That famous key visual
  • Can you ever achieve both long & short at the same time
  • Why consumers don’t give a s**t
  • How myth busting inspired the book
  • Being turned down by Marketing Week
  • Why there are more P’s than Promotion
  • How to involve planners early
  • The BMP Philosophy of planning
  • How not to get caught Short
  • Why 60% of campaign results are long term
  • How not to be consistent
  • Knowing what to change and when to change it
  • What advertisers can learn from designers
  • A little plug for Orlando’s fluent device work
  • It’s only advertising and no-one died
  • The case for animals and music
  • How not to make sense
  • How not to change your pricing
  • Why EPOS data switched spend from communication to price promotion
  • Digital attribution is the new price promotion
  • The more detailed the measurement the worse the marketing has got
  • Jon shares his only Effie case study
  • How not to be different
  • Why how you say something matters more than what you say
  • Les takes down the idea of loyalty
  • The one topic which wasn’t covered in the book
  • Finding things to get angry about

Jaksot(263)

Mark Ritson on the best campaign of the year, Britain's favourite pint & why being different still matters

Mark Ritson on the best campaign of the year, Britain's favourite pint & why being different still matters

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 yea...

11 Loka 20231h 8min

How LEGO used play time to unlock creativity - Julia Goldin, Global CMO, LEGO

How LEGO used play time to unlock creativity - Julia Goldin, Global CMO, LEGO

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 ...

4 Loka 202343min

The myths of marketing live with Tom Goodwin

The myths of marketing live with Tom Goodwin

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 ...

27 Syys 202355min

TikTok sensation Rob Mayhew on turning his passion into a business

TikTok sensation Rob Mayhew on turning his passion into a business

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 ...

20 Syys 20231h 19min

The business of creativity - Sir John Hegarty

The business of creativity - Sir John Hegarty

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 ...

13 Syys 202355min

The extraordinary cost of being dull - Peter Field and Adam Morgan

The extraordinary cost of being dull - Peter Field and Adam Morgan

Marketing waste is one of the biggest issues facing our industry. So when marketing legends Peter Field and Adam Morgan reached out to me to talk about their new work on the impact of dull advertising...

6 Syys 202356min

How Lucky Saint created the non-alcoholic beer category - Luke Boase, Founder

How Lucky Saint created the non-alcoholic beer category - Luke Boase, Founder

How do you create a brand in a sub-category where only a handful of major brands operate a product line, from scratch, having never worked in the industry before? Well, Luke Boase did exactly that whe...

30 Elo 20231h 3min

Orlando Wood on Advertising

Orlando Wood on Advertising

Long time returning guest Orlando Wood is back in the hot seat, talking all things advertising. We look back on his two IPA bestselling books, Lemon and Look Out, to discuss how the two sides of the b...

24 Elo 202347min

Suosittua kategoriassa Liike-elämä ja talous

sijotuskasti
mimmit-sijoittaa
psykopodiaa-podcast
rss-rahapodi
rss-rahamania
hyva-paha-johtaminen
inderespodi
ostan-asuntoja-podcast
rss-lahtijat
rahapuhetta
rss-sisalto-kuntoon
herrasmieshakkerit
taloudellinen-mielenrauha
oppimisen-psykologia
rss-porssipuhetta
rss-bisnesta-bebeja
rss-yrittajan-mielenmatka
rss-kohti-unelmia
rss-seuraava-potilas
rss-40-ajatusta-aanesta