70 Years of TV Advertising - why it works & the best ads of all time - Carolyn McCall, ITV

Kev Chesters is the co-founder of Harbour Collective and co-author of "The Creative Nudge: Simple Steps to Help You Think Differently". Previously Kev has been Chief Strategy Officer at Ogilvy UK, Head of Planning at W+K and Planning Director at S&S.What we covered in this episode:How Kev got sued by Dr DreBumping into famous people in urinalsWhy creativity in business really mattersThe power of advertising to sell jeansWhy creative is not the same as making adsThe creative power of business constraintsHow dancing horses can sell mobile tariffsThe feel good power of internet memesWhy creativity is the underdog’s most competitive advantageHow short deadlines actual reduce creativityWhy nothing good ever came out of a workshopThe importance of never giving upJon’s most creative achievement with no budgetWhat would you do if your budget was your Dad’s moneyThe power of discontent to drive creativityHow being scared signals real creativityThe tyranny of average that holds us back from being braveWhy creative is the only key to progressHow to create the conditions for creativity to thriveWhy anybody can be creative in the broadest senseThe twin conspiracy of biology and societal conditioningThe power of positive dissent and why consensus should be killedWhy ‘the meeting’ is never the actual meetingWhat you can learn from the Devil’s advocateThe importance of failure to our successGetting used to the feeling of fearCreative nudges that will help you become more creativeHow algorithms are great for efficiency but terrible for explorationThe importance of being unreasonableWhat we can all learn from Lady GaGa

6 Jan 20221h 16min

Tony's Chocolonely is on a mission to make chocolate free of child-labour and slavery worldwide. I catch up with Lord Chocolonely III, or Ben Greensmith who runs Tony's in the UK about what it's like to run a mission-focused challenger brand in 2021.About BenBen started his career in food and drink over 20 years ago at IRI and then working for Unilever in a mixture of sales and category management roles. He joined innocent drinks in 2007 and was there for 8 years, holding a number of senior commercial roles and helping build the UK business that was eventually sold to Coca-Cola in 2013 for £0.5 billion. He left in 2015 to join Proper Snacks, most recently holding the position of Chief Operating Officer. Ben has been working for Tony’s Chocolonely since September 2018 as employee number 1 in the UK and is responsible for leading the business in the UK and Ireland. His official job title is Lord Chocolonely iii.About Tony'sAt Tony’s Chocolonely our mission is to make chocolate free of child-labour and slavery; not just our chocolate but all chocolate worldwide. Tony’s has been around for 15 years in our home country, the Netherlands, where we’re now the number 1 brand with a 20% market share. Tony’s launched in the UK in January 2019 and already the 6th biggest chocolate bar brand and the fastest growing.What we covered in this episodeBeing named Lord Chocolonely iiiHow the packaging was invented in 15minsThe truth about inequality in the cocoa supply chainThe food unwrapped programme that inspired Tony’sHow Tony prosecuted himself for crimes against chocolateThe lonely battle to end child labour that created ChocolonelyThe principles that ensure Tony’s helps make production slave freeWhy Tony’s wants the competition to copy themChallenging the removal of an endorsement by Slave Free OrgThe different ways Tony’s are making an impact on living wagesWhy Tony’s bars are created with unequal chunksHow Ben convinced Tony’s to let him launch the brand in the UKCreating a £30m chocolate business in just 3 yearsChallenger brand lessons from Tony’sHow Tony’s rate of sale compares to the Chocolate giantsThe price per gram of Tony’s and how it comparesCreating headline news with an Advent calendarSPOILER ALERT: some days may contain extra chocolateCelebrity endorsement for the calendarCustomer reaction to the missing chocolate on Day 8Getting on Have I Got News For YouWhat should be making the newsResults of Uncensored CMO poll asking whether it was a good moveWhy Tony’ back a sugar tax and High Sugar, Fat & Salt (HFSS) legislationAnswering the challenge of being responsible for making people fatHow to protect your culture as your business growsCrazy about chocolate and serious about peopleThe power of healthy dissatisfactionHow to be more outspoken in 2022The importance of fitness to create energy for the demands of the job

22 Des 20211h 9min

How do you run marketing for one of the best known insurance brands in the UK, Direct Line? That's exactly what I find out from their CMO, Mark Evans, who has been at the company for a decade. What we covered in this episode:Starting a podcast during lockdownWhere Mark gets his energy fromThe importance of being tuned into your purposeCareer lessons from Jimmy CarrWhy you should always coach from a position of strengthWhat you can learn from a World Cup winning Rugby squadLessons from being made redundant 4 timesWhy you should embrace your failure and learn from itHow Mark survived a decade as CMO at Direct LineWhy you should fire yourself every 18 monthsWhether it’s better to work for a Marketing or Finance CEOWhy marketing needs to be more than the ‘colouring in department’The importance of knowing your numbersWhy Direct Line decided to retire Winston WolfThe success trap - improving your game even when you are winningHow Direct Line positioned itself for successFlipping ‘last brand standing’ to becoming the ‘first brand standing’Discovering the importance of insurance the hard wayHow covid changed the new ‘We’re on it’ campaignTopping the charts on the System1 insurance categoryWhy it’s worth sticking with the same agencyWho is tipped to be the next SuperheroRecord profits in a tough yearHow Churchill make Insurance feels effortlessChurchill’s plans to Chill some more in 2022The power of music to change our the audience feelsMarks most popular podcast episode on ‘oh the places we go’The importance of being true to your audienceFollow me:Twitter | @uncensoredCMOLinkedInContact me:Website | www.uncensoredcmo.comEmail – jon@uncensoredcmo.com

14 Des 202155min

Dom Dwight former editor & journalist who, just over a decade ago, discovered a passion for doing marketing properly, most notably through Yorkshire Tea but with a growing focus on coffee for Taylors of Harrogate. He's on a mission to prove that brands can connect with consumers in a way that benefits business, people, and (if it's not too ridiculous) the world. What we covered in this episode:What a Proper Yorkshire Tea business card would look likeFrom journalist to CMO of the UK’s best loved Tea brandStarting out on Twitter in 2008 to connect with ex pats who love teaGoing from No.3 Tea brand to No.1 in just a couple of yearsTransforming market share from 13% to 33%Yorkshire Tea for Yorkshire people using Yorkshire waterWhy communication was the strategy to unlock growthHow social media informed Yorkshire Tea’s tone of voiceThe serious case for more humourDiscovering the ‘where everything’s done proper’ idea with Lucky GeneralsWhy targeting new users was critical for brand growthHow well known Yorkshire celebrities helped the brand reach new usersGetting Sean Bean to run the company inductionUsing the Brownlee Brothers for deliveriesAsking Michael Parkinson to do your interviewsHiring Kaiser Chiefs to produce the hold musicFocussing on quality over quantity for Ad productionTurning the Advertising engines off during covid but gaining some useful tailwindsJon tests Dom on his ability to predict which Ad perform best on System1The power of movement to capture our attentionThe importance of creative instincts when making a great adWhy trust is so important when delegating to your teamHow Yorkshire Tea discovered a sense of humourIn house social on a budget vs agency high productionThe power of low ego at Lucky GeneralsInventing the social distancing teapot during lockdownQuietly going carbon neutral and painting the story on packThe importance of culture to the performance of the brandTime invested in genuinely asking ‘how people are; that supports during challengesThe Importance of a stable management team over the long termTurning loyal brand drinks into advocates to recruit new onesCustomer complaints about not screening the full version of the Sean Bean TV adDebating which Christmas ads work and which don’tPraising the power of M&S ‘this is no ordinary’ AdvertisingYorkshire Tea’s ambition take on the World

1 Des 20211h 19min

In this episode I talk with editor-in-chief of Marketing Week, Russell Parsons. We talk about our favourite news stories of the year, the Mark Ritson effect and if we should still be putting "digital" in job titles.Russell's Bio:Russell is the award-winning editor of the UK’s most prominent marketing title. He is responsible for leading Marketing Week’s content strategy across several platforms. Russell is also a trusted authority on marketing issues, delivering keynote speeches and hosting and appearing on panels at industry events. He first joined Marketing Week as a reporter in 2009.What we covered in this episode:• How Russell became editor-in-chief of Marketing Week• Making decisions based on effectiveness rather than efficiency• Discovering purpose back in 2011• The Mark Ritson effect on Marketing Week• Why every marketer should claim to be digital first in a job interview• How Unilever put digital transformation in the CMO remit• The importance of putting strategy ahead of digital tactics• Is B2B really that different to B2C• The one question Mark Ritson always gets asked• Why we are all B2B marketers but just don’t realise it• What Peter Field really said about Purpose• The importance of demonstrating business impact• How Direct Line have focussed on their real purpose• The biggest bit of good news for every Marketer• Putting performance into brand and brand into performance• Building the world a better funnel with Tom Roach• Russell’s mission to make Marketing Week as nerdy as possible• If its fundamental and flawed it gets read• Why all models are wrong but some are useful• Fake gold BrewDog cans, ASA bans and employee letters• Why negative BrewDog stories might create a recruitment problem• Russell’s favourite Christmas ad of 2021• The case for Aldi being the quintessential Christmas ad• Predictions for what we will be talking about in 2022

24 Nov 202157min

Rory's BioRory Sutherland is the Vice Chairman of Ogilvy, an attractively vague job title which has allowed him to co-found a behavioral science practice within the agency. ​Before founding Ogilvy Change, Rory was a copywriter and creative director at Ogilvy for over 20 years, having joined as a graduate trainee in 1988. He has variously been President of the IPA, Chair of the Judges for the Direct Jury at Cannes, and has spoken at TED Global. He writes regular columns for the Spectator, Market Leader and Impact, and also occasional pieces for Wired. He is the author of two books: The Wiki Man, available on Amazon at prices between £1.96 and £2,345.54, depending on whether the algorithm is having a bad day, and Alchemy, The surprising Power of Ideas which don't make Sense, to be published in the UK and US in March 2019. Buy the book, Transport for Humans.What we covered in this episode:What Rory thinks of Orlando’s new bookThe danger of big data, economic theory and the assumption of ergodicityThe strangeness of focus groupsWhy we’re all trying to project the ‘right answer’ in public forumsWhy reading novels makes you more attractive to the opposite sexThe appeal of true live crime to womenWhy we should switch mile per hour to minutes per hourAre we nearly there yet? The behavioural science of transportWhat trains should always leave 2mins lateWhy we all need a season ticket from the Isle of White to go anywhere in first classWhy going first class should be based on length of service rather than statusHow Brexit is good for employee benefitsHow the invention of the tube transformed working class access to jobsHow the breakthrough happens when you’re doing what everyone else isn’t doingLucozade Energy and how the perception of change is worse than the actual changeThe real WHY and the hidden WHOBetter for the reputation to fail conventionally than succeeds unconventionallyThe safe course of action in corporate life is always to be boringly conventionalQuality of reasoning isn’t quality of outcomeWhat every second hand car salesman knowsThe case for making decisions when drunkHow behaviourial science can save the planetNever solve a problem based on the averageWhy we should be able to choose our own contribution to the climate crisisThe climate case for a vintage Aston Martin - known as the Kazzoom-brooks postulateThe case for choosing premium brands over cheap onesWhat you can learn from the 4th man in Wales to own a dishwasherWhy you shouldn’t post a picture of your car in social mediaChanging the currency of status signalling to solve climate crisisRory’s favourite ad campaign of the past 10 yearsThe case for Germany as a tourist destinationWhy VW should have put cup holders in their cars in the USWhat we can learn from the German approach to the environmentWhy we shouldn’t politicise the environment otherwise it creates reputational lossWhy winning an argument and holding attention are not the same thing

17 Nov 20211h 35min

In this special episode of Uncensored CMO, Jon finds himself on the other side of the mic being interviewed by producer James McKinven, who grills him on some unusual career moves. After a promising start in the City Jon makes a large u-turn and decides to become a marketer instead where he goes on to learn his early craft at Britvic. His next big break came at drinks business First Drinks where he notoriously closed down the London underground after causing a terror threat. After recovering from that he returned to Britvic to launch brands in International markets and from there set up a new team of challenger brands. With the entrepreneurs bug he poured his life savings into a management buy in which didn’t end well. From there he went ‘major league’ as Marketing Director of LRS before being fired. Then landing his dream job Brewdog he only managed 3 months before being fired again. But the story ends well as you find Jon as host of Uncensored CMO and CMO for System1 talking about what makes advertising work. In this episode he shares everything he has learnt in his career and why being fired twice in one year wasn’t the setback you might imagine.What we covered in this episode:What inspired Jon to go into MarketingMaking the giant leap from Business Finance to MarketingGetting a big break launching Fruit Shoot at BritvicHow small conversations can make a big differenceWhy leaving Britvic was the best way to get promoted at BritvicLearning the marketing ropes at First DrinksCausing a terror threat in the London UndergroundAppearing on Have I Got News For YouHow sometimes it pays to go backWhat you discover in International marketingCreating a challenger brand from within the companyBetting his life savings on a Management Buy InWhat you learn when you have nothingLanding a grown up CMO role at Lucozade Ribena SuntoryWorking with a Boxing legend Anthony JoshuaImposter syndrome when going from nothing to £50m budgetsManaging perception vs reality in a large corporation organisationCreating the best performing OOH ad everHow to screw up the Lucozade reformulationGetting fired despite delivering every single KPIJon’s 100 day plan to meet 100 peopleLanding his dream job at BrewDogGetting fired (again) after only 3 monthsThe power of being unreasonableWas James Watt a good CEO to work for?The unexpected source of work after being firedHow Uncensored CMO was bornThe episode that made him cryWhat happens next for Uncensored CMO and how he wants to help you

9 Nov 20212h 5min

Ade joined ITV as Head of Diversity Commissioning in 2017. She was later promoted to Director of Creative Diversity, before taking on the role of Group Director of Diversity and Inclusion and joining the Management Board in 2020. She has responsibility for all diversity and inclusion related matters across the Group, including leading, developing and growing ITV’s Diversity and Inclusion strategy on and off-screen. Prior to joining ITV, Ade spent over 10 years at Channel 4, most recently as Creative Diversity Manager, where she supported and nurtured the careers of diverse creative talent and sought out and commissioned a slate of developments which encouraged diversity, risk-taking and innovation. Ade is currently a Trustee of BAFTA, Chair of BAFTA’s Learning and New Talent Committee, and a Trustee of the National Trust.What we covered in this episode:From making Shirley Bassey’s tea to Director of Diversity & Inclusion at ITVThe excitement of seeing a black person on screen in the 80’sAdvice for how to get into TVBeing inspired by the arrival of Channel 4How Ade created diversity on and off screen at Channel 4Thanks for the warm up – positioning the Paralympics in 2012How Channel 4 led the change throughout the entire industryHow the Paralympic advertising beat the OlympicsThe impact of the pandemic on Diversity & InclusionTalent is equally distributed so cast your net wideHiring the best talent vs the people we are most familiar withYou can’t be what you can’t see and the importance of role models on screenITV’s role is to tell a story for everyoneTelling someone’s story well rather than everyone’s story badlyHow off screen diversity has been transformedLearning about other people’s culture through dramaThe opportunity for more action on social class and disabilityWhy we should stamp out unpaid work experienceTop advice for creative Diversity changeWe are changed when we are seen as we are changed by what we seeProving the commercial case for Diversity in the Feeling Seen reportWhat is good for society is also good for businessNike Toughest Athlete and the power of seeing black pregnant women on TVThe power of the wonderful everyday inspiration from IkeaWhy it will be good when we no longer have to reference a person’s raceThe importance of doing your cultural researchTelling fresh stories can be a brilliant ways to stand outHow the Boots ad makes you feel like real life holidays enjoying yourselfAdvice to Advertisers to be authentically diverse

25 Okt 202144min