How Tony’s Chocolonely is breaking the mould with their Dean of Dopeness (CMO) Sadira Furlow

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

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 on brands, I immediately got them on the podcast.In this fascinating episode we discuss why you really can’t afford to bore your audience with your ads anymore. What have Adam and Peter learnt over 40 years about the actual cost of dull marketing to businesses, to brands and even to your career?And for those marketers really hellbent on safety, we discuss the role of danger and a new upcoming mastersclass in how to make the dullest ad ever.Linkshttps://thechallengerproject.com/lets-make-this-more-interestingwww.orlandonadvertising.comhttps://theexaminedlife.org/ - Stephen Groszhttps://business.linkedin.com/marketing-solutions/b2b-instituteTimestamps00:00 - Intro01:13 - Who is Adam Morgan?02:38 - The best challenger brands03:08 - Has being a challenger changed?06:25 - The legacy of the long and short of it11:01 - Who had the higher ranked Uncensored CMO podcast?11:45 - How Adam and Peter met12:26 - The inspiration for the extraordinary cost of dull15:24 - How are there effective, yet dull campaigns (big budgets is the answer)19:13 - The System1 Data on the cost of dull22:41 - Why is advertising so dull?26:21 - Why are the best marketing organisations trending towards more dull?27:29 - Making demonstratably unskippable ads30:55 - The role of danger and constraints in getting to great work33:05 - The % of B2B ads that are dull and the work The LinkedIn Institute is going to reverse this35:06 - How dull is approached in different categories39:01 - Orlando Wood’s current research41:48 - How will AI affect dullness45:27 - Which categories are doing a good job of being interesting?53:57 - Why we need a masterclass for dull

6 Syys 202356min

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 when he founded Lucky Saint, the worlds first alcohol free only brand. From finding a brewing partner to create an enjoyable alcohol free beer, raising money from investors to almost losing the business during COVID, this episode has it all.Timestamps:00:00 - Intro01:23 - Life before Lucky Saint for Luke06:02 - Coming up with the Lucky Saint idea08:28 - Creating a new category09:59 - Why do non-alcoholic only?11:36 - Convincing breweries to get on board13:56 - Finding the perfect brewing partner17:07 - The ones who rejected Lucky Saint18:33 - The advantages of being a category newcomer20:27 - When did Luke go all in on Lucky Saint20:55 - Raising money24:35 - Starting over with the brand29:18 - Creating a non alcoholic beer that actually tastes good31:08 - Being a single beer brand33:15 - Some of Lucky Saint’s investors35:29 - Ad execs on the investor team37:07 - Working with Rankin40:06 - Naming the brand Lucky Saint41:35 - How Covid almost wiped them out47:25 - Creating their own pub “The Lucky Saint”50:06 - Alcoholic vs non-alcoholic beverages51:46 - Convincing people to try alcohol free beer57:21 - The secrets to Lucky Saint’s success

30 Elo 20231h 3min

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 brain attend to the world differently and how this impacts advertising both on TV and digital. We also discuss some of Orlando's favourite recent adverts and why he likes them.Timestamps:00:00 - Intro01:32 - Who is Orlando Wood02:50 - Orlando’s latest work03:54 - Is Orlando only talking about digital?05:18 - How to build brands through digital07:55 - How can advertisers achieve an effective message10:26 - "moto e azione"13:35 - Why Ian McGilchrist’s work was so profound for Orlando14:25 - Right-brain vs left-brain in advertising21:00 - Trends with left and right brained advertising22:24 - Is the change in advertising due to social media?24:13 - The impact of creativity on attention26:29 - How the choice of media can impact ESOV27:22 - Is humour making a comeback?31:32 - Fluent devices35:13 - Orlando’s favourite ads39:31 - Jon’s favourite recent ad43:31 - Orlando’s new course

24 Elo 202347min

Emily Kraftman is the Managing Director for UK & Europe for a brand who are disrupting a category no one else thought to, toilet paper. That brand is, of course, Who Gives A Crap. Their quirky nature, fun packaging and strong stance on sustainability are helping them make a dent in a big-brand dominated category. Emily has had quite the career, starting out working on Stella Artois, before leaving the corporate life to join a young Deliveroo to head up their "Rider Marketing" division. She's since made the switch from Marketing Director to Managing Director, learning to deal with all the challenges that come with the broader remit.Watch Who Gives A Crap new TV campaign "Uncrap the World'Timestamps:00:00 - Intro01:07 - Dealing with the challenges of a unique brand name03:26 - How Emily got into marketing05:27 - Emily’s time working on Stella Artois08:26 - How successful was Stella Artois’ innovation in cider?10:37 - From corporate brand to joining Deliveroo12:24 - Not fitting in after a career switch14:37 - Challenges of going from a safe work environment to a crazy one17:39 - The challenges of such fast growth19:40 - Brand positioning in a fast growing market21:35 - From Deliveroo to Who Gives a Crap24:13 - Who Gives a Crap Backstory27:17 - Why go into the toilet paper market30:24 - Power of purpose in marketing32:54 - From DTC to retail35:13 - Growing with small budgets37:20 - Why B2B can help when you have small budgets39:01 - Launching their first TV campaign42:22 - Transitioning from Marketing Director to Managing Director

9 Elo 202345min