How I created the most successful agency of the 90’s - Rupert Howell, HHCL & Partners

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 Juni 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 Juni 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 Juni 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 Juni 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 Maj 202454min

In this episode, we're talking about a very, very serious topic. Humour. It turns out humour is not just funny, but it's good for business. In fact, humour in advertising is one of the most effective things you can do to make people remember you and buy your products.I'm catching up with someone who knows all about humour. Trevor Robinson was the creative behind some of the most iconic and funniest ads of all time, including Tango from the 1990s. And I caught up with Trevor to find out more about what makes advertising funny, how do you do it, and what are the funniest ads of all time.Timestamps00:00 - Start00:48 - How Trevor got into advertising03:50 - Landing the Britvic client05:49 - The Tango Ad11:11 - Haribo kids ad20:00 - You need to entertain for commercial gain28:11 - The importance of talent29:30 - How to direct a great ad38:23 - Have we lost humour in the past few years?41:48 - The funniest ads of all time

22 Maj 202450min

Monzo Bank has fast become Britain's favourite bank, offering a customer focused online banking approach that consumers were craving. When Monzo started in 2015 they managed to challenge the incumbent banks with their distinctive "hot coral" card and referral scheme. 9 years later they are an established brand in the category and AJ Coyne has been tasked with creating emotional advertising to help continue to grow their market share.Timestamps00:00 - Intro00:44 - AJ’s marketing background02:49 - What can clients learn from agencies07:40 - AJ’s time at Klarna09:48 - Taking the CMO job at Monzo10:49 - The emotion of money14:02 - Focusing on a world class customer experience23:07 - Positioning Monzo as a bank in a sea of neo banks24:09 - Monzo’s new brand campaign27:22 - Embedding Monzo in culture29:15 - Advice for being a young CMO33:05 - How to deal with things going wrong36:33 - Fostering creativity in an organisation37:55 - How AJ is creating the Monzo culture38:45 - AJ’s parting advice

15 Maj 202442min

Colleen DeCourcy is the Chief Creative Officer at Snap, having previously spent over a decade at Wieden+Kennedy as co-president and Chief Creative Officer, working on some of the largest brand accounts in the world. In this episode we talk about Colleen's time at W+K, some of her favourite quotes from Dan Wieden and how she's now tackling brand at Snapchat.Timestamps00:00 - Intro01:22 - Colleen DeCourcy background03:30 - Winning creative leader of the decade06:30 - Colleen’s tenure at Wieden+Kennedy13:50 - The TIME Interview18:39 - From retirement to joining Snapchat21:56 - The challenges of Snapchat26:49 - Creating happiness in social media30:02 - The 3D Chess of Being CCO and CMO at Snapchat36:12 - What’s it like working for Evan Spiegel39:07 - Advice to young marketers from Colleen DeCourcy

8 Maj 202442min