How Just Eat used celebrities and jingles to help them become market leader - Susan O'Brien
Uncensored CMO13 Des 2023

How Just Eat used celebrities and jingles to help them become market leader - Susan O'Brien

Today I'm joined by Susan O'Brien, who is the VP Brand at Just Eat Takeaway. Just Eat are famous for their ads with celebs such as Snoop Dogg and Katy Perry, but are even more well known for their catchy jingle "Did somebody say...?". In this episode we break down Susan's career and how to make such an effective campaign.

Timestamps

  • 00:00 - Start
  • 01:16 - How Susan got into marketing
  • 03:43 - Freelancing
  • 07:30 - The secret to longevity as a marketer
  • 09:44 - The realities of being a CMO
  • 14:25 - The CMO’s view on Cannes
  • 16:44 - The “Did Somebody Say” campaign
  • 20:54 - The impact of audio branding
  • 24:11 - Operating in a fiercely competitive market
  • 26:01 - Choosing to invest in celebrity talent / Snoop Dogg
  • 29:06 - From Snoog Dogg to Katy Perry
  • 31:31 - Secret to an effective client agency relationship
  • 32:44 - Coming up with new ideas
  • 35:47 - Using your gut vs using the data
  • 39:35 - Advice to marketers in scale ups

Episoder(253)

Live episode: Prof G vs Kory Marchisotto vs Rory Sutherland, a debate on brand, risk & the future of the CMO

Live episode: Prof G vs Kory Marchisotto vs Rory Sutherland, a debate on brand, risk & the future of the CMO

In a bonus live episode from Cannes, Professor Scott Galloway joins renowned CMO Kory Marchisotto (e.l.f. Beauty) and advertising legend Rory Sutherland to discuss three big topics: Is brand dead? Are...

23 Jun 202539min

Startup masterclass - how Seedlip went from idea to Diageo exit in 3.5 years - Ben Branson

Startup masterclass - how Seedlip went from idea to Diageo exit in 3.5 years - Ben Branson

Ben Branson is the founder of Seedlip, a non-alcoholic spirit brand he started in 2015, and sold 3 years later to Diageo. Jon speaks to Ben about the origins of the brand, how the grew so fast, what m...

18 Jun 20251h 2min

Brand isn't dead, the 95:5 rule & why AI is B2B's most powerful painkiller - Jon Lombardo and Peter Weinberg

Brand isn't dead, the 95:5 rule & why AI is B2B's most powerful painkiller - Jon Lombardo and Peter Weinberg

The B2B boys Jon Lombardo and Peter Weinberg return to the podcast for a third time, this time wearing their new distinctive assets. They go hard on Professor Scott Galloway, disagreeing with his "bra...

11 Jun 20251h 3min

Airbnb on their big new innovation, in-housing creativity and brand led communication - Hiroki Asai

Airbnb on their big new innovation, in-housing creativity and brand led communication - Hiroki Asai

I speak to Airbnb's CMO, Hiroki Asai, fresh off their 2025 Summer Release, where they announced their brand new "Services" and "Experiences" addition to the platform. This now positions Airbnb as the ...

4 Jun 202537min

The future of X: winning back advertisers, breaking the news & building the world’s most powerful AI

The future of X: winning back advertisers, breaking the news & building the world’s most powerful AI

Since Elon Musk acquired X (formerly Twitter) in 2022, the platform has undergone dramatic changes; slashing headcount, losing major advertisers, and redefining its identity. Now, under CEO Linda Yacc...

28 Mai 202551min

Mars Brand Building Masterclass with Rankin Carroll

Mars Brand Building Masterclass with Rankin Carroll

Rankin Carroll is the Chief Brand Officer at Mars, having joined the company in 2002. Mars is responsible for some of the most well-known advertising in the world, for brands including M&M’s, Twix, Sn...

21 Mai 202553min

Chaos, Creativity & Courage - how Tubi took on the streaming giants - Nicole Parlapiano

Chaos, Creativity & Courage - how Tubi took on the streaming giants - Nicole Parlapiano

Nicole Parlapiano is the CMO of Tubi, an ad-supported streaming platform taking on the subscription giants. Nicole has previously had her own dating startup acquired by Match Group, before working in ...

14 Mai 20251h 8min

How not to be boring in B2B, AI agents and lessons from F1 - Colin Fleming

How not to be boring in B2B, AI agents and lessons from F1 - Colin Fleming

Colin Fleming is a returning guest, and the CMO of ServiceNow, a B2B company ripping up the B2B marketing playbook. It’s not the first time Colin has done this, having previously spent 13 years at Sal...

7 Mai 202541min

Populært innen Business og økonomi

lydartikler-fra-aftenposten
stopp-verden
dine-penger-pengeradet
e24-podden
rss-penger-polser-og-politikk
rss-borsmorgen-okonominyhetene
pengepodden-2
pengesnakk
livet-pa-veien-med-jan-erik-larssen
finansredaksjonen
tid-er-penger-en-podcast-med-peter-warren
utbytte
stormkast-med-valebrokk-stordalen
morgenkaffen-med-finansavisen
rss-politisk-preik
liberal-halvtime
rss-markedspuls-2
rss-sunn-okonomi
lederpodden
rss-pa-konto