Why we buy what we buy - Richard Shotton

“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 Mai 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 Mar 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 Des 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 Okt 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 Aug 202054min

Mark Borkowski is PR written large. He represents international celebrities and corporate heavyweights and is a sought-after commentator on the world of celebrity, the Media and spin.I recorded another episode with Mark not too long ago but it didn't feel right releasing it amidst the pandemic, so I caught up with him again.In this episode we covered:Why business is booming for BorkowskiHow they've handled the shift to fully remoteThe role of celebrities during the crisisWhy Boris' message and tone was poorWhat key advice would Mark give everyone

1 Jul 202048min

What we covered in this episode:Why some brands have accelerated their growth with 3 years of market progression in 3 months, while others hit hardHow those brands that have gone dark and said nothing will be worst affectedWhy Brewgooder’s work during the crisis has been impressiveHow brands can do things without looking like they’re just jumping on the COVID bandwagonAre there any signs of things getting better for clients?How has Manifest changed in the past 3 months and what is going to stay permanentWhy they love the officeAdvice - write your brief. There is an opportunity for you to recast your brand in the ‘new normal’. We won’t ever get a chance to hit the reset button again!

25 Jun 202030min

In this episode we discuss:Brewdog's hand sanitiserITV's Clap From Our Carers campaignWhy Uncommon are making candlesHow Boris could have handled his messaging betterWhat advice Lucy would give people in advertisingWhy this recession presents an opportunityFollow me:Twitter | @uncensoredCMOLinkedInContact me:Website | www.uncensoredcmo.comEmail – jon@uncensoredcmo.com

16 Jun 202021min