Why advertising is broken & how to fix it - Tom Goodwin

Arron is co-founder of The Goat Agency which is the fastest-growing agency in Europe and one of the most successful influencer agencies in the World. He and his co-founders set up the agency 4 years ago with their own money and now employ 130 people around the world and manage around 90 social media campaigns at any one time. Arron has a wonderful personal story and a very compelling pitch for his agency.In this episodeArron’s entrepreneurial roots and creating something out of nothingThe fear of not trying is much greater than the fear of failureWhy more people should realise how hard being an entrepreneur isHow they generated 2,000 responses from a £10 investment in their first influencer What you do when 80% of influencer campaigns don’t workWhy Arron loves the procurement department and he proves the return on investment of an influencer campaignThe benefit of having no experience in your sectorThe importance of recruiting talent without experienceHow an influencer campaign can make your TV campaign more impactfulHow Content & Collaboration are the key to any campaign including B2BArron’s vision to build the world’s largest creative agencyArron reveals his secret new dietFollow me:Twitter | @uncensoredCMOLinkedInContact me:Website | www.uncensoredcmo.comEmail – jon@uncensoredcmo.comArron ShepherdArron's TwitterThe Goat Agency TwitterThe Goat Agency

16 Dec 20191h 7min

Adam is the founder of the eatbigfish consultancy and author of Eating The Big Fish which reached the Top100 books in the Amazon charts inspiring a whole generation of challenger brands in the process. Adam is a popular speaker and consults with brands all over the world on how to be a challenger. He has also written The Pirate Inside about building a challenger culture within your organisation and A Beautiful Constraint how to turn your limitations into advantages.In this episode:Why being No.2 is betterHow he turned the anger of his project being shelved into a career-defining opportunityBeing turned down by Phil Knight and where the idea of a Challenger brand came fromThe importance of over-commitment and being obsessed with executionHow Tony’s Chocolonely have become a truly challenger brandHow to be a pirate in the navy without getting firedWhat you can learn from a catwalk show and how constraints can turn into your greatest advantageThe curse of data and how it leads us to a decline in creativityThe furtile zero and what to do with no budgetAdam shares his worst career momentWhy the meeting is never really the meeting and why the Japanese fall asleep in meetingsThe one thing Adam has never told anyone beforeFollow me:Twitter | @uncensoredCMOLinkedInContact me:Website | www.uncensoredcmo.comEmail – jon@uncensoredcmo.comAdam Morgan:Twitter | @eatbigfishwww.eatbigfish.comEating The Big FishThe Pirate InsideA Beautiful Constraint

16 Dec 201956min

Richard is author of the No.1 Marketing Book The Choice Factory which was the winner of BBH’s World Cup of Advertising books in 2018 beating some industry heavy-weights. Richard has 20 years of experience in Advertising planning, market research and behavioural science and last year made the big leap to set up a consultancy following the success of his book.In this episodeHow he ended up writing the best-selling marketing book of 2019Why behavioural science should matter to every marketerWhy rhyming phrases are not just more memorably but also more believable tooHow the decline in CMO & agency tenure is impacting on long term effectivenessHow our own experience impacts on our perceptions (the false consensus effect)The impact of social proof on sales and how to use itWhy you’ll spend less on a night out when paying cashHow making something easy is a huge competitive advantageWhy branded glasses make beer taste better and worth moreWhy a 4.5* review beats a 5* review (the pratfall effect)How many of the best ideas happened by accident but were Follow me:Twitter | @uncensoredCMOLinkedInGet in touch:Website | www.uncensoredcmo.comEmail | jon@uncensoredcmo.comFollow Richard:Twitter | @rshottonThe Choice Factory

16 Dec 201950min

When I say CMO what do you think of? I know, for me, I think boardroom politics. I think carefully managed messages. I think slick presentations. But what I don't get is, I don't get an honest answer. I don't get to know what they really think. I don't get to know how have they got where they are today, and what has shaped and influenced their career. And that got me thinking, wouldn't it be great if we had a podcast that asked some of the tough questions that get to the heart of what's going on. One that takes you behind the scenes to see how it really works. That's where the idea of Uncensored CMO came from.I want to connect you to the best marketers on the planet. The people that have founded and run ad agencies, the people that do the most amazing research and the people that influence people through PR. I want to get to those people and find out how it actually works. Tell me the things that have gone well. Tell me the things that have failed. Let me give you a little flavour to season one. I'm gonna be meeting people like Adam Morgan who founded the whole idea of challenger brands. I asked him, "How do you make a great challenger brand?"The whole world of influencers, to me, was quite mysterious, but I went and met Arron Shepherd, he co-founded The Goat Agency, and I asked him about what a successful influencer campaign looks like.Or, someone like Ian Millner, global CEO and founder of Iris. What's it like running a big ad agency? How do you get great work and how do you measure great advertising? What does a modern brand today have to do to stand out and be successful?These are just some of the conversations I've been having, and there are loads more to come.So I really hope you'll listen and subscribe to The Uncensored CMO. I'm gonna be launching this podcast on 16th December so set a notification, remind yourself to subscribe.You can also follow me on Twitter, @UncensoredCMO. I look forward to having a great conversation with you.

5 Nov 20192min