A CMO Masterclass - how John Lewis redefined emotional advertising - Craig Inglis
Today we're talking about what makes a great CMO. One of the CMOs that I've admired throughout his career is Craig Inglis, who famously was a CMO for John Lewis for many years, making those ads that you saw at Christmas and really defining the genre of Christmas advertising.Timestamps00:00:00 - Intro00:00:50 - Craig’s marketing background00:02:25 - Craig’s biggest marketing failures00:09:34 - How to have a long tenure as a CMO00:13:24 - How to be a great CMO00:23:53 - Guessing the most emotional John Lewis ads00:28:50 - How to move from rational to emotional strategy in retail00:31:17 - How to sell in creative ideas to rational CEOs and CFOs00:36:00 - The business impact of Monty the Penguin for John Lewis00:38:50 - How John Lewis ads does long and short00:41:00 - Focusing on customer experience00:51:48 - From large consumer brands to B2B00:55:11 - Being the chair of the Marketing Society01:00:34 - Working for The Entertainer
17 Apr 20241h 2min
Should’ve gone to Specsavers, how a simple brand idea created a winning vision for the company - Peter Wright & Nicola Wardell
One of my favourite campaigns of all time is "Should've Gone to Specsavers" an idea that has completely transformed the Specsavers business. I speak to their CMO, Peter Wright and the MD of their in house creative team, Nicola Wardell, about how they've taken the idea and produced some of the best advertising on the System1 database.Watch the episode on YouTube.Timestamps:00:00 - Intro00:59 - How Peter and Nicola ended up on Guernsey03:02 - The Specsavers story04:37 - The secret to Specsavers’ success09:04 - Family owned vs corporate business10:38 - How the “should’ve gone to Specsavers” line was created14:17 - The world’s longest running straplines16:17 - The serious case for humour - Tower Block ad20:18 - Specsavers Vet Ad21:14 - A cross channel idea24:29 - Why Specsavers do all creative in house25:52 - How to attract talent to Guernsey29:23 - Being the client and the agency33:56 - Advice for creating an in-house team34:37 - Wear in vs wear out at Specsavers43:08 - Creating the culture at Specsavers50:14 - Launching the audiology business53:38 - How technology will shape the future of the business56:07 - Peter and Nicola’s proudest work
10 Apr 202457min
How Guinness became Britain's favourite pint - Stephen O'Kelly, Global Brand Director
How does someone create advertising for a brand that is over 150 years old? That is exactly what Stephen O'Kelly has been tasked with as Global Brand Director at Guinness, one of the most iconic brands in the world. Recorded from the Connoisseur bar at the Guinness Storehouse in Dublin, this episode of Uncensored CMO is special. Not just because of how much history is involved in the brand, but the fact that Stephen is a fourth generation employee, carrying on the legacy of his family.
3 Apr 202448min
Copy that works, a copywriting masterclass with Vikki Ross
Vikki Ross is a copywriting expert. Having worked for some major brand in the past two decades, she knows a thing or two about branding and tone of voice. This episode is a copywriting masterclass. We start by delving into the principles of great copy, before looking at it in action with our very own Copy Safari (where we go out into the world to find real ads), and then round off by asking the big question; is AI going to replace copywriters?LinksEats, Shoots and Leaves bookElements of F*cking Style bookBland BookVikki's TwitterVikki's LinkedInTimestamps00:00:00 - Intro00:00:59 - How Vicki got into copywriting00:03:53 - Advice for people wanting to get into copywriting00:07:34 - Why are car ads so bad?00:09:39 - Is copywriting intimidating?00:11:26 - Why copywriters need a good brief00:14:50 - When copy goes wrong00:18:17 - The principles of great copy00:23:03 - This sentence has five words00:25:49 - Power of a six word story00:26:47 - #CopySafari00:30:13 - Prime - It’s Right Here00:31:58 - Nurofen and Nuromol00:35:28 - Why marketers should work with lawyers00:38:39 - Uber Eats - Just a tap away00:41:19 - Subway - Saver Subs00:43:00 - Lebara Mobile - Blady Blah00:44:27 - Sacla - Spaghetti You Won’t Forgetti00:45:56 - Monday.com - Meet your power suite00:47:32 - TFL - See it, say it, sorted00:49:42 - Greatest copywriting examples of of recent times00:52:00 - Vikki’s favourite campaigns she’s worked on00:55:05 - Will AI take copywriter’s jobs?01:03:28 - Advice for clients on copy
27 Mar 20241h 6min
Ritson on Advertising Effectiveness with special guest Guilherme Ferreira VP Global Marketing Cadbury
We're doing things a little bit differently this week. I've just recorded a webinar with Mark Ritson on advertising effectiveness with a very special guest, the VP for global marketing, Gui Ferreira from Mondelez. They are responsible for some of the epic Cadbury work that has scored right at the top of the System1 charts. We discussed what makes their advertising so good, what are the principles of advertising effectiveness and what can we learn?Watch the ads referenced in this podcast:Cadbury GarageOreo TwistTimestamps:00:00 Intro03:23 Why creativity matters04:31 Investing in creativity08:00 Being forced into short term tactics10:46 How to write a better brief14:45 Distinctive assets (Oreo Ad)20:10 Cadbury Garage Ad22:07 Orlando Chart23:21 Cadbury Generosity27:24 How Cadbury approaches creative development29:22 Data vs creative judgement32:53 How to measure creative40:15 Q&A
20 Mar 202448min
How Liquid Death founder, Mike Cessario, created a billion dollar water brand
Today I'm joined by Mike Cessario, the founder and CEO of Liquid Death, a water brand worth $1.4b. With the use of creative brand marketing and punk aesthetic, Mike was able to break into the biggest beverage category in the US and disrupt market dominated by huge brands such as Coke and Pepsi. This is a truly inspirational story on how you can defy the odds, break convention, disrupt a category and do it all on a shoestring budget. If you're a challenger brand, this is a must listen.Timestamps00:00:00 - Intro00:01:10 - Mike’s background00:06:24 - Mike’s brandy startup00:10:33 - Navigating regulation00:12:46 - The benefits of being an outsider distrupting an industry00:14:57 - Coming up with the idea for Liquid Death00:19:30 - How to create an innovative brand00:23:48 - Selling the Liquid Death concept00:27:08 - Raising money for Liquid Death00:29:50 - Launching on Amazon00:30:52 - Generating demand in the early days00:31:46 - Figuring out distribution networks for the drinks industry00:35:45 - Why limited budgets helped Liquid Death grow00:44:11 - Why D2C was pivotal for Liquid Death00:46:12 - Liquid Death’s unique Super Bowl campaign00:49:54 - The power of the Liquid Death merch00:53:00 - Innovation for the future of Liquid Death00:54:15 - Scaling and exit00:56:02 - Having famous investors00:57:29 - Maintaining the challenger spirit01:01:58 - Mike’s advice to aspiring founders
13 Mar 20241h 4min
Creativity driven performance, CPG lessons for SaaS and the power of distinctive assets - Michelle Taite, Mailchimp
As Chief Marketing Officer, Michelle Taite leads Intuit Mailchimp’s Marketing teams and is responsible for the business’ end-to-end brand, acquisition, performance, product, and lifecycle marketing activities globally in addition to Mailchimp's in-house creative agency Wink. Joining just after Mailchimp's $12b acquisition, Michelle had the task of integrating their marketing into the wider Intuit team.Intro00:00 - Intro00:48 - Starting out desigining sneakers02:39 - From New Balance to Unilever04:13 - Doing purpose work for Dove05:15 - Michelle’s favourite work at Unilever06:27 - From CPG to SaaS09:29 - What is Mailchimp and why is it successful11:06 - Staying close to the customer13:26 - How to market to marketers14:54 - Email is not dead16:15 - Integrating an acquired company20:40 - Performance vs brand marketing25:16 - How AI will enhance creativity29:20 - Mailchimp's distinctive assets33:21 - How marketing influences the product35:56 - How to market to marketers38:35 - Obsessing about the 95% not in market40:45 - Top CMO advice from Michelle
6 Mar 202444min
Amazon’s Chief Creative Officer on the power of emotional advertising, distinctive brand assets and delivering at speed
Jo Shoesmith is the Global Chief Creative Officer at Amazon. She leads lead brand creative, design, production, social, and brand identity functions, as well as agency partnerships, in the largest fixed marketing portfolio investment at Amazon. 00:00 - Intro01:04 - From rural Australia to Los Angeles01:58 - From agency to client side04:44 - That famous Jeff Bezos marketing quote05:50 - What does the Chief Creative Officer at Amazon do07:41 - Creating emotional, brand building advertising09:22 - Using the brand distintive assets10:33 - Creating inclusive advertising13:05 - Advice for writing a really good brief14:43 - Tenets to inform great creative15:45 - Benefits of having in house creative (and working with agencies)17:42 - Managing global creative teams19:36 - What’s it like making a Super Bowl ad22:42 - Innovation within Amazon24:12 - Making things happen in a huge business25:13 - Simplifying complex creative ideas28:23 - Work Jo is most proud of31:39 - How Amazon are using AI33:44 - Advice to a young Jo
28 Feb 202437min
