Uncensored CMO

Episódios Disponíveis

5 de 216

The behavioural hacks that create $Billion brands - Richard Shotton
Richard Shotton, author of The Choice Factory and the newly released Hacking the Human Mind, joins us to explore the behavioural science behind the world’s most iconic brands. From Guinness’ 119.5 second pour to Red Bull’s unconventional rise, Richard explains the psychological shortcuts that drive consumer decisions. We cover why 4-star reviews beat 5-stars, the secret behind Liquid Death’s success, and how humour, jingles, and even “concrete expressions” can help brands stick in our minds.Timestamps:00:00 - Start01:07 - Why Richard is launching a new book02:54 - Why Guinness takes 119.5 seconds to pour05:46 - Why a 4 star review is better than a 5 star review07:50 - Why the Pratfall effect is so powerful11:00 - Why Aperol Spritz has become so popular18:18 - The behavioural science behind the Liquid Death success21:06 - Why consistency works according to behavioural science27:49 - Why Red Bull succeeds while defying convention34:15 - The labour illusion; Dyson Example41:03 - Why does the “You’re Not You When You’re Hungry” strapline work43:01 - Why we need to use humour more45:12 - Why has KFC dominated the fried chicken market?49:41 - The secrets behind the success of Pringles53:58 - Why jingles stick in our heads58:23 - How Apple used “Concrete Expressions”
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1:05:23
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1:05:23
70 Years of TV Advertising - why it works & the best ads of all time - Carolyn McCall, ITV
Dame Carolyn McCall OBE is the CEO of ITV, the UK’s biggest commercial broadcaster. She was previously CEO of The Guardian Media Group and easyJet, and currently serves as President of The Marketing Society.This year marks 70 years of TV advertising, celebrated with the launch of the new report, Living Room Legends, which explores the best ads of the past seven decades.Dame Carolyn joins Jon to discuss the report, why TV advertising is here to stay, and to reflect on some of the greatest ads of all time.Timestamps00:00 – Intro00:42 – 70 years of advertising02:11 – Carolyn’s vision for the future of marketing04:15 – Why we need more marketers on boards05:25 – How a CMO can become a CEO08:15 – Overseeing the UK’s biggest commercial broadcaster11:35 – How ITV is competing with global streaming giants13:19 – How ITV collaborates with the streaming giants15:15 – The recipe for a long-term hit TV show17:37 – Is TV advertising dead?22:47 – Is TV effective for Gen Z?24:31 – The Living Room Legends report, celebrating 70 years of advertising27:08 – The most emotional ad for Carolyn28:06 – What ads have made Carolyn McCall laugh29:10 – Advertising campaigns that have changed culture31:42 – Airing an ad within 72 hours of Christian Eriksen’s cardiac arrest32:23 – Which campaigns have improved over the years33:34 – The best examples of romanticising the product35:13 – Why more SMEs are advertising35:52 – The future of TV advertising
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39:31
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39:31
How to become an extraordinary marketing leader - John Amaechi
What separates an ordinary manager from an extraordinary leader? Psychologist, best-selling author, and former NBA player John Amaechi joins us to explore the qualities that define great leadership in today’s world. From self-awareness and vulnerability to empowering others and giving credit, John shares why intimidation fails, how to harness your personal value proposition, and why leaders must keep learning.Timestamps00:00:00 - Intro00:01:17 - Reflecting on masculinity00:03:42 - What does “ordinary” actually mean?00:07:51 - Discovering your personal value proposition00:09:24 - Going from functional manager to leader00:15:03 - Misconceptions on leadership00:17:16 - Is Trump having an effect on how we see leadership?00:19:22 - Why intimidation is a terrible leadership tactic00:23:14 - The importance of self awareness as a leader00:29:56 - Do highly accomplished people lack self assurance?00:32:58 - The desire to learn and having vulnerability00:40:37 - The importance of giving people credit00:44:22 - Accessing your library of experiences00:51:53 - Reconising our own weaknesses00:57:03 - The power of empowering others00:59:41 - Do different generations lead differently?01:02:49 - How to find time to learn as a leader
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1:07:28
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1:07:28
CMO masterclass & how to grow billion dollar brands with PepsiCo CMO Jane Wakely and Neil Barrie
What makes a world-class CMO? In this masterclass, we’re joined by Jane Wakely, CMO of PepsiCo, and Neil Barrie, founder of 21st Century Brands, to explore the strategies that drive growth of billion dollar brands. We discuss why CFO partnerships matter, how to reappraise established brands, and why creativity, whether through celebrity campaigns or a giant Cheetos thumb, still drives results. Plus, Jane and Neil share practical lessons on making change happen inside complex organisations.Timestamps00:00 - Intro01:28 - What are the attributes of a successful CMO?07:57 - Why Neil created the CMO Thrive Guide10:32 - Surprising things about Neil’s CMO research12:44 - How Jane approached the first 90 days at PepsiCo16:27 - The importance of the CFO and CMO relationship22:22 - How marketers can influence the boardroom25:44 - Managing over 20 $1b+ brands27:52 - Navigating the complexity of a huge portfolio32:25 - How large brands can “Stay Up”34:49 - Why you should reappraise brands41:05 - The impact of celebs in advertising44:45 - Why the Cheetos giant thumb was effective47:51 - PepsiCo’s involvement in Women’s sport52:41 - How to make change happen in an organisation
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57:40
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57:40
Mark Ritson on why everyone is wrong about Sydney Sweeney, the 3 rules of creativity & why strategy always comes before tactics
Returning guest and everyone's favourite marketing professor, Mark Ritson, is back. As usual, Mark comes out firing with some no nonsense advice to all marketers. He talks about AI taking over his Mini MBA, leaving Marketing Week, why pricing is the most important P and some rules for creativity. Sit back and soak up the knowledge from Mr Mark Ritson.Timestamps00:00 - Intro01:06 - Why Mark Ritson sold Mini MBA02:12 - Mark Ritson leaving Marketing Week04:19 - Jon’s favourite AI use case08:07 - Will AI take over Mini MBA?11:38 - What marketers think is different to what customers think12:58 - Mark Ritson on that Sydney Sweeney ad16:15 - The Creative Dividend: what makes great marketing in 202527:45 - Why marketers need to be involved in the 4 Ps30:30 - Why pricing is so important (and why marketers should be involved)38:28 - The absence of strategy and what to do about it42:38 - What has surprised Mark Ritson most in 202543:09 - Why AI is being marketed so poorly49:58 - The power of synthetic data
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55:29
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55:29