How Guinness became No.1, the power of sporting partnerships & the “Diageo way” to build brands - Grainne Wafer

I often get asked why are there not more marketers on boards of companies? It turns out that only around 2.6% of board positions are filled by marketers, so I'm joined in this episode by somebody who really knows what it's like to be a marketer on a board, Chris Burggraeve. Previously he was the Global CMO of AB InBev, he's since been on many boards and has even written a book explaining the playbook for being a successful CMO on board.Timestamps00:00 - Intro01:00 - Chris’ marketing background01:43 - What makes a great CMO05:08 - Making the case for marketing in the boardroom09:48 - How many CMO's have a seat at the table14:36 - Why every board should have a marketer24:06 - Is there a language problem for marketers in the boardroom?30:03 - Stakeholder outreach37:00 - What makes a successful board member40:00 - Skills that CMO’s need to retain a board seat46:26 - How to find board seats to get on49:44 - Chris transistion from large to small companies

17 Jul 202459min

Ellie Norman has been at the top end of some of the biggest organisations in the world, having held senior marketing roles at Formula 1 and Virgin Media. Most recently, Ellie has been the Chief Communications Officer of Manchester United, one of the most high-pressure jobs in the world. In this episode I talk to Ellie about what it takes to drive success at the very top of your game.Timestamps00:00 - Intro00:48 - Celebrating Southampton FC03:12 - Ellie’s marketing background07:29 - Virgin Media campaign with Usain Bolt12:09 - Why Ellie moved to Formula 115:12 - How Formula 1 owns the brand17:51 - The Drive to Survive partnership with Netflix25:59 - Moving to work for Manchester United29:51 - Goals for the CMO of Manchester United31:23 - When do people choose the club they support32:59 - What role does social media play for Manchester United35:01 - Dealing with scrutiny as a huge brand37:10 - How Manchester United work with huge sponsor deals41:39 - How do you do a great brand partnership47:59 - Ellie’s one peice of advice for marketers

10 Jul 202449min

In this episode I speak with Tom Fishburne, better known as the Marketoonist. Tom likes to poke fun at our industry through his entertaining cartoons saying what we're all thinking. We recently had him join as as our cartoonist in residence at Cannes Lions, where he shared his experience through a cartoon each day. We also discuss some of Tom's greatest cartoons and why humour is good for business.Timestamps00:00 - Start01:16 - How Tom Fishburne became a cartoonist05:00 - Why is humour so important in the workplace06:29 - Going full time as the Marketoonist12:42 - Humour in the creative process19:21 - Outdoor ads22:30 - Discussing some of the Marketoonist’s greatest hits23:17 - IoT cartoon26:59 - Customer funnel cartoon33:05 - Shiny new things cartoon34:13 - Covid Cartoon36:32 - AI cartoon39:44 - The Marketoonist at Cannes42:37 - Day 1 Cannes cartoon45:39 - Day 2 Cannes cartoon49:31 - Day 3 Cannes cartoon53:46 - Day 4 Cannes cartoon54:25 - Day 5 Cannes cartoon57:59 - Jon’s own podcast cartoon

3 Jul 20241h

Kory Marchisotto is the Chief Marketing Officer of e.l.f Beauty, a beauty company that surpassed over $1b in annual sales. They're digital first brand builders, taking the internet by storm and connecting closely with their customers. In this episode we talk about why Kory invests heavily in their brand, how every employee is a shareholder and why they collaborated with Liquid Death.Timestamps:00:00 - Intro01:15 - Kory’s background06:11 - Founding story of e.l.f08:39 - How do e.l.f make their products so affordable11:30 - Why e.l.f are investing in brand building15:15 - Staying close to your consumer19:44 - Bringing customer insight into the business21:23 - Staying agile as a large business23:43 - Where have e.l.f invested marketing spend27:28 - The e.l.f customer demographic30:57 - e.l.f’ x Liquid Death collaboration33:24 - e.l.f x Chipotle37:01 - The e.l.f culture and why it’s important41:00 - Kory’s advice to younger marketers44:08 - Why Kory shares her learnings so much on LinkedIn

26 Jun 202446min

We're again talking about one of my favourite topics; challenger brands. In this episode we've got one of the most successful challenger brands in the world, Gymshark. They're one of the original influencer and social media creative brands, growing to be Britain's fastest growing Unicorn. I'm joined by their Chief Brand Officer, Noel Mack, to give me the inside scoop on exactly how they did it.Timestamps00:00 - Intro02:29 - Gymshark Origins04:49 - How Noel Mack bet Ben Francis07:59 - What is a Chief Brand Officer?09:28 - How Gymshark do influencer marketing differently15:17 - Growing the Gymshark community20:38 - The benefits of being a newcomer22:59 - Working at a founder-led company25:36 - When Ben Francis met the Prime Minister29:09 - The challenges of scaling up fast37:21 - Launching the Gymshark flagship store in London43:22 - What’s it like working with Ben Francis?46:46 - Career advice from Noel Mack

19 Jun 202450min

Listeners of have shown me time and again that you want more B2B content, so in this episode I'm joined again by the Les and Peter of B2B, Jon Lombardo and Peter Weinberg (previously of the LinkedIn B2B Institute). We discuss why B2B marketing departments need to put their focus on building brands rather than talking about product features, why distinctive assets continue to be an essential part of any brand, and we find out what the B2B boys will be doing now they've left LinkedIn.Find out more about Jon & Peter's new company here:https://www.evidenza.ai/Timestamps00:00 - Start00:49 - The Les and Peter of B2B02:34 - The biggest B2B revelations03:52 - Is B2B really different to B2C?06:28 - Determining buying cycles08:25 - The brand building opportunity in B2B20:05 - Why B2B companies need to create fluent devices30:48 - Why Jon and Peter left LinkedIn to start a new company33:37 - What does Evidenza do38:19 - Why AI-powered market research is going to be revolutionary

12 Jun 202450min

Every year, the advertising industry descend upon the south of France to meet up in Cannes over a glass of rosé to celebrate the power of creativity. So I thought it was about time that I caught up with the CEO of Lions, Simon Cook, to discuss why creativity matters.The conversation ranges from how can you make the case for creativity in business while budgets are strained, to what you can expect this year from Cannes Lions.Timestamps00:00 - Start01:37 - Origins of Cannes Lions03:38 - The scale of Cannes Lions05:19 - Creative marketer of the year07:16 - State of the Nation research09:30 - Friction between agencies and clients12:47 - Jon’s two Cannes Lions with Lucozade15:15 - The return of humour at Cannes17:46 - Trends and themes for Cannes Lions 202418:39 - Will we see an AI category at Cannes?20:01 - Big names at Cannes Lions 202421:14 - Cannes for creative effectiveness, or just celebrating the craft?23:56 - Cannes embracing creators25:27 - Jon’s pitch for a low budget category27:57 - Advice on how to win a Lion30:20 - How Simon Cook got the CEO job at Cannes Lions32:40 - Challenges Simon has faced as CEO35:09 - Dealing with criticism of Cannes Lions37:02 - The Cannes Lions legacy38:06 - Simon’s proudest moment

5 Jun 202440min

In this episode, we talk about one of my all time favourite brands, Cadbury. They're also one of the best performers on the System1 database, consistently creating five star work. To find out more about the work I'm joined by David Boscawen from VCCP, also known as Bosco, and Gui Ferreira who's recently joined Cadbury, bringing an outside perspective on what it means to take over an iconic brand with 200 years of heritage.Timestamps:00:00 Intro00:46 Gui's background03:27 David's background04:20 How VCCP and Cadbury started working together in 201714:24 David and Gui's favourite Cadbury ads21:08 Compound creativity and consistency31:30 Key to a successful client agency relationship39:55 How to write a good brief47:03 Cadbury business results49:41 Future of the Cadbury brand

29 Mai 202454min