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In this episode, we're going to be talking about Compound Creativity, a new report by System1 in partnership with the IPA showing how being consistent with your creative compounds over time. I'm speaking with the author of the report, Andrew Tindall, who explains the core facets of the report and shares some fascinating statistics on the impact of creative consistency.
And in a double bill, I'm also joined also joined by Dom Dwight, from Yorkshire Tea, and Vickie Ridley, from their partner agency Lucky Generals. Yorkshire Tea have been putting the principles of compound creativity to practice over many years and have been hugely successful as a result. So not only are we talking about the data, we're also talking about the practice.
Download the Compound Creativity report here.
Part 1 with Andrew Tindall
00:00 - Intro
00:58 - Launching the Compound Creativity report
01:35 - Coming up with the right name for Compound Creativity
02:52 - The building blocks of consistency
05:13 - The value of being consistent
08:04 - How compounding helps wear in
09:25 - Power of fluent devices
12:14 - Collaborating with the IPA for the business effects data
15:00 - Donât fire your agency
16:39 - The 5 most consistent brandsPart 2 with Dom Dwight and Vickie Ridley of Yorkshire Tea
18:29 - Intro to Lucky Generals and Yorkshire Tea
19:25 - Dom Dwightâs history with Yorkshire Tea
22:28 - Where did the âdoing things properâ idea originate
25:31 - Narrowing 17 ideas down to 3
26:19 - How to use celebrities well in advertising
29:57 - Yorkshire Tea Ad with Sean Bean
32:06 - Yorkshire Tea Ad with Kaiser Chiefs
38:03 - How does the campaign work across channels
42:24 - Key to a successful client agency relationship
48:37 - The results of Yorkshire Teaâs compounding creativity
52:56 - Advice to clients to get the most out of their agency -
Mark Ritson is back on the podcast for a review of the most read stories this year. We debate if Liquid Death is more than just water in a can, why Nikeâs focus on DTC was a mistake and what we can all learn from KitKatâs perfect positioning. Recorded in a pub in London, expect some uncensored opinions from everyoneâs favourite marketing professor.
00:00 - Start
05:40 - Mark #5: Brand purpose doesnât need a commercial excuse
14:13 - Jon #5: Liquid death article
21:15 - Mark #4: There's no such thing as performance branding
25:47 - Jon #4: Nike Winning isnât for everybody
29:07 - Mark #3: KitKat's perfect positioning
34:33 - Jon #3: Compounding interest, relationships and creativity
39:55 - Mark #2: Why Liquid Death are running into trouble
45:42 - Jon #2: Outrage is the new s*x in marketing
48:32 - Ritson #1: Nikeâs biggest mistake
52:44 - Jon #1: Airbnbâs focus on brand -
Fehlende Folgen?
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Chris Baker is an award-winning advertising and social change strategist turned entrepreneur. He is the Founder & CEO of Serious Tissues, a toilet roll brand that fights climate change and deforestation by planting trees with every sale. Over 1.2m trees have been planted in just three years. He is also the Co-Founder of Change Please, a coffee brand that has helped hundreds of homeless people off the streets by training them as baristas, and is available in 23 countries. Change Please was named the Worldâs Leading Social Enterprise in 2018 and in Marketing Weekâs 100 Most Disruptive Brands in the World. He has spent 20 years working on the worldâs biggest brands including Unilever, Pepsico, Boots, Sky and Alpro whilst winning over 100 strategic and creative awards along the way.
Find out more about Chris' book, Obsolete, here:
https://www.bloomsbury.com/uk/obsolete-9781399416658/00:00 - Intro
02:09 - The premise of his book
04:27 - Why Chris called the book Obsolete
06:41 - Making positive change with small businesses
18:32 - Being inspired by change brands
21:53 - How to win against established brands
27:03 - The advantages of purpose
29:31 - How Chris started Change Please
32:48 - Measuring the impact of Change Please
36:28 - How change brands can be distinctive
40:14 - Why Tonyâs Chocolonely are making an impact
42:06 - Putting change ahead of profits
47:06 - Applying a change mindset to other industries
49:37 - Making an impact commercially and with purpose
52:55 - How Serious Tissues started
55:53 - The power of partnerships
57:49 - Chrisâ biggest takeaway from writing Obsolete -
Elfried Samba is CEO of Butterfly 3ffect. Samba immigrated from D.R. Congo to the UK at age 14 before rising to prominence in the Social media space through his work at global fitness brand, Gymshark.
Timestamps
00:00:00 - Intro00:00:52 - Why Elfried Samba wears a hat00:03:49 - Elfriedâs dissertation on social media00:10:23 - The skills most in demand in 202400:12:36 - Elfriedâs early work at Gymshark00:21:11 - The challenges of scaling up00:26:23 - Elfriedâs approach to personal growth00:36:01 - How Elfried approaches finding talented people00:41:59 - Why Elfried left Gymshark00:49:26 - Scaling through influencers and community01:00:52 - Power of personal brands -
Mark Ritson is back and has convinced me to record in a pub, talking about the top 10 beer ads of all time (while drinking beer) - what could go wrong? We break down some classic ads from Heineken & Stella, Super Bowl hits from Michelob & Sam Adams and round off drinking Britain's favourite pint.
Timestamps
00:00 - Intro00:27 - The idea for the beer podcast04:16 - Ad 10: Budweiser08:24 - Ad 9: Budweiser10:43 - Ad 8: Heineken13:56 - Ad 7: Stella Artois18:30 - Ad 6: Corona21:46 - Ad 5: Michelob Ultra25:17 - Ad 4: Carlsberg29:10 - Ad 3: Sam Adams36:36 - Ad 2: Guinness46:05 - Ad 1: HeinekenTop 10 Ranking (with System1 Test Your Ad Report)
HEINEKEN DANIEL CRAIG VS JAMES BOND (5.6)GUINNESS IN THIS TOGETHER (5.3)BOSTON BEER SAM ADAMS YOUR COUSIN FROM BOSTON (4.9)CARLSBERG THE SEAL (4.9)MICHELOB ULTRA MESSI SUPERBOWL AD (4.8)CORONA TINY UMBRELLAS (4.8)STELLA ARTOIS REASSURINGLY EXPENSIVE (4.6)HEINEKEN WATER IN MAJORCA (4.5)BUDWEISER WHASSUP (4.3)BUDWEISER OLD SCHOOL DELIVERY (4.2) -
Kerris Bright is the Chief Customer Officer at the BBC. She was previously Chief Marketing Officer at Virgin Media.
She is a highly experienced leader, bringing a customer-centred, data driven approach to setting marketing strategy and executing with creative flair. Before Virgin, she held senior marketing positions at British Airways, ICI Paints and Unilever. While at British Airways, she spearheaded the development of âTo Fly: To Serveâ, a new purpose for the organisation and a multi-platform campaign and at ICI Paints she transformed the company from a âmulti-localâ to global brand building organisation. After gaining a PhD in molecular neuroscience from the University of Sussex, she began her career in marketing as a graduate trainee at Unilever.
Timestamps00:00:00 - Intro
00:00:26 - Why Kerris has a PHD in molecular neuroscience
00:04:04 - Getting marketing training at Unilever
00:09:56 - From Unilever to joining Dulux in crisis
00:18:33 - How marketers can work closely with commercial teams
00:22:12 - Purpose led campaigns
00:31:36 - Lessons from Kerrisâ time in Private Equity
00:42:06 - From British Airways to Virgin
00:48:42 - Kerrisâ role at the BBC
00:58:32 - The power of the BBCâs editorial independence
01:01:05 - Marketing the BBC
01:05:20 - How the BBC makes engaging content
01:08:13 - Kerrisâ advice to aspiring marketers -
The NFL is one of the biggest sporting entities in the world and it's reaching the biggest audiences it ever has. So in this episode, I'm joined by their CMO Tim Ellis, and Glenn Cole, co-founder of 72andSunny, their agency partner. We talk about the secrets behind a successful 7 year agency-client relationship, how to consistently make groundbreaking, emotional work, and what it takes to create a leading Super Bowl campaign.
Timestamps
00:00 - Intro
00:43 - Tim Ellis career journey
01:51 - How Tim met Glenn from 72andSunny
04:20 - Secret to a successful client agency relationship
08:21 - The compounding effect of a long term agency relationship
11:51 - Helmets off strategy
15:09 - You canât make this stuff up campaign
17:40 - This is Football Country campaign
24:41 - Growing the audience for the NFL
27:22 - The Taylor Swift effect
34:32 - The growth of flag Football
39:30 - Growing the sport internationally
42:35 - How to make a great Super Bowl ad
49:07 - The power of emotion in advertising -
In this episode, we're talking about one of my favourite subjects; innovation. And who better to talk about it with than Mauro Porcini, who's the Chief Design Officer at PepsiCo, who is also the author of âThe Human Side of Innovationâ. We talk about what it takes to make innovation that succeeds, and importantly, what characteristics of people can make innovation that works, (and he really knows, because if you've read the book, there are 24 characteristics that he talks about that are essential).
Timestamps
00:00 - Intro
00:56 - The office of Pepsiâs Chief Design Officer
02:56 - How Mauro got into design
07:01 - Why you need to focus on people when innovating
16:29 - Why so many innovations fail
23:17 - Hiring the right people to foster innovation
25:42 - Key characteristics of successful innovators
33:50 - How to inspire kindness, optimism and curiosity
40:27 - Finding the balance in character traits
47:58 - The ideal recipe for innovation
51:26 - How to cultivate happiness at work
55:10 - Fighting the dictatorship of normal
57:00 - Pepsi Rebrand -
Today I'm speaking with one of the most awarded creatives on the planet, David Droga, founder of iconic agency Droga5, and now CEO of Accenture Song, one of the largest creative groups in the world. Described by David himself as "therapy", this conversation spans topics from his start as life as a copywriter, how he created some of the most creative work on the planet and what it's like to transition from a creative to a CEO.
00:00 - Intro
01:58 - How David Droga got into advertising
07:36 - Working at Saatchi and Saatchi Singapore
12:19 - Pushing boundaries and making yourself uncomfortable
14:29 - Moving to Saatchi London
20:32 - Why David Droga started Droga5
25:55 - Droga5âs first campaign for Marc Ecko
31:23 - The first idea Droga5 presented: GE Olympics Campaign
38:30 - Drogaâs Unicef campaign
43:25 - Drogaâs Newcastle Brown Ale work
46:25 - Huggies Super Bowl Ad
48:44 - The Coinbase QR Code Super Bowl ad
52:22 - Characteristics of the best CMOâs Droga has worked with
56:23 - What itâs like being CEO of Accenture Song -
In this episode, Antonia Wade, CMO of PwC, turns the tables and interviews our usual host, Jon Evans. From tax intern to marketing podcast host, we delve into Jon's journey through entrepreneurial endeavours at Britvic, through to being fired at Lucozade to finding a successful role in B2B at System1. We also discuss lessons Jon has learned from 150 podcast episodes with CMO's, agency creatives, founders and more.
00:00 - Intro00:43 - Jonâs journey from tax to marketing10:18 - Deciding if youâre more suited to corporate or entrepreneurial life12:35 - Why Jon got fired at Lucozade17:15 - Traits of a confident CMO18:35 - How do you go from tax to research?25:21 - Why Jon chose Richard Shotton as his first guest27:10 - Lessonâs we can take from COVID times30:20 - What makes a great CMO36:49 - Do emotional ads really work?39:44 - Favourite campaign that didnât perform well with System141:19 - Is winning a Cannes Lion worth it or not?44:42 - How important is purpose in advertising?48:37 - Is AI the saviour of creativity?52:35 - What has Jon learned about leadership from Uncensored CMO guests?56:25 - Who would Jon love to have on the podcast?57:34 - Happy 50th Birthday Jon!
Timestamps -
Welcome to the 150th edition of the Uncensored CMO podcast. To celebrate, I'm joined by Orlando Wood, my colleague at System1 and author of Lemon and Look Out, with the legend that is Sir John Hegarty, iconic founder of BBH. Today we're talking about why they believe a creative revolution is necessary for the industry and why they are collaborating on a new course "Advertising Principles Explained" as the antidote.
Timestamps
00:00:00 - Intro
00:02:22 - Have Oasis created the most effective ad of all time?
00:16:13 - What can we learn from the history of advertising?
00:22:43 - The advertising landscape when John started BBH
00:28:04 - The next creative revolution - Advertising Principles Explained
00:32:32 - The scientific evidence for emotional advertising
00:38:38 - Who is doing the best, most effective advertising today?
00:41:58 - BBH work with Lynx / Axe
00:44:55 - Why we need more humour in advertising
00:49:32 - Advice to CMOs for selling in this approach
00:51:44 - When does Advertising Principles Explained launch?
00:54:42 - Campaigns that didnât go well for Sir John Hegarty
00:57:11 - What role do planners have in the success of the creative
00:57:33 - How did they sell in flat Eric to Leviâs
00:58:34 - How to challenge clients to think differently
00:59:13 - What emerging trends will shape the future of advertising
01:00:05 - What skills will the CMO of the future need?
01:02:58 - What trend needs breaking today? -
Regular listeners of the podcast will know how much I love challenger brands, and Gymbox are one of the best examples of a challenger brand really shaping up their industry. Rory McEntee is the Brand and Marketing Director for the challenger Gym brand, and is responsible for some of the most creative campaigns (which have often come along with a side helping of legal letters) that have really put Gymbox on the map.
Timestamps
00:00 - Intro
00:45 - Roryâs marketing background
02:27 - Roryâs time at Paddy Power
08:18 - Why Rory joined Gymbox
10:11 - The Gymbox founding story
14:01 - Reframing how people see the gym
16:05 - Using your constraints to your advantage
25:15 - Using every touch point as media
35:11 - Being obsessed with execution
39:27 - Forgiveness not permission with your marketing
46:43 - Dealing with taking risks
48:56 - Why the Gymbox culture is so important
53:44 - How does the business of a challenger gym work -
Rebecca Hirst is the Chief Marketing Officer of EY UK, a TEDx Speaker and a winner of Campaign's 40 over 40. Before joining EY and making the switch to B2B, Rebecca was Marketing Director at Samsung and working on brands including Coca-Cola, Schweppes, Kelloggâs, Kleenex, Microsoft, IBM, United Airlines, Lufthansa and Star Alliance.
Timestamps
00:00 - Intro
00:54 - Winning Campaignâs 40 over 40
04:33 - Being a Ted Talk speaker
08:01 - Rebeccaâs time at Samsung
13:08 - Why Jon loves being a challenger brand
17:08 - Working at Coca Cola vs Pepsi
23:00 - How Rebecca transitioned into a B2B role
25:46 - The power of compounding
32:03 - How is B2B marketing different to B2C?
37:36 - How to influence change at a large organisation
46:12 - How EY became UKâs strongest brand
52:14 - Rebeccaâs advice to young marketers -
Michelle Moscone is the VP of Brand and Content at GEICO, one of the most famous insurance brands in the US. Michele's career has spanned from project management at some of the biggest agencies in the world to leading creative at an organisation where creativity is at its core. In this episode we talk about why humour is so important for advertising and why we're so afraid to use it.
Timestamps
00:00 - Intro
01:08 - Michelle Moscone background and career
08:18 - How Michelle landed at GEICO
11:20 - Why are there so many characters in insurance?
21:42 - When insurance goes wrong
32:34 - Why humour is so important
36:37 - Why are we afraid of humour?
41:16 - GEICOâs greatest hits
49:51 - How to get the best out of your agency
55:43 - Michelleâs favourite GEICO campaigns -
Greg Hahn is the Co-founder and Chief Creative Officer of Mischief. One of the hottest agencies in the world doing work for the likes of Tinder, Tubi and Coors Light. Previous to Mischief, Greg was the CCO of BBDO NY. During that time BBDO was recognized as the most awarded agency in the world by the Gunn Report. It was also named Agency of the Year at The One Show, ADC and The Webbys multiple times.
Timestamps
00:00:00 - Intro00:01:10 - How did Greg Hahn get into the advertising industry?00:02:42 - 14 years at BBDO00:03:52 - Getting fired from BBDO00:06:24 - From being fired to creating Mischief00:11:08 - The extraordinary cost of being dull00:14:11 - Why do so many companies play it safe?00:16:36 - Winning a Grand Effie with Tubi00:19:29 - The Mischief mindset00:26:21 - The opposite of a good idea can also be a good idea00:26:59 - How can you use you disadvantage as your advantage?00:30:50 - How can you change the context and reframe things00:34:10 - What would you do if you werenât afraid00:38:14 - How to make the best out of being fired00:49:24 - What Mischief believes in00:53:49 - How Mischief hires great people00:55:29 - How does Mischief stay sharp as they grow?00:56:29 - Choosing the right clients to work with00:58:55 - Whatâs next for Mischief?01:00:10 - Hardest part of growing and scaling Mischief01:03:27 - Advice for starting an agency from scratch -
Kofi Amoo-Gottfried is the CMO of DoorDash, the premier local commerce platform valued at over $40 billion and dominates over 65% of the market for restaurant delivery. In his role as CMO, he is responsible for driving growth and engagement across all three sides of the marketplace. Prior to DoorDash, Kofi was VP of Brand & Consumer Marketing at Facebook, having previously served as the companyâs Head of Consumer Marketing for internet.org.
Timestamps00:00 - Intro
01:03 - What itâs like judging a Cannes lion
02:34 - DoorDash Valentines Day Campaign
04:54 - Kofiâs background
08:56 - Starting an agency in Africa for Publicis
13:41 - From agency to brand side
15:13 - Kofiâs role at Facebook/Meta
18:11 - From Facebook to DoorDash
20:23 - DoorDash backstory
28:10 - Navigating through COVID at DoorDash
33:24 - How DoorDash prepared to IPO
37:23 - How successful have DoorDash been post IPO?
39:12 - How DoorDash stay on top of innovation
44:41 - DoorDashâs Sesame Street Super Bowl ad
48:40 - DoorDashâs most recent Super Bowl campaign
54:00 - In house vs external agencies
55:51 - The culture at DoorDash -
Greg Nugent was the CMO for the London 2012 Olympic and Paralympic Games, one of the biggest events ever to take place. The entire world was watching as Gregâs work came to life. Before working on the Olympics, Greg oversaw the move of the Eurostar to St Pancras, which included creating the worldâs longest champagne bar.
Timestamps:
00:00:00 - Intro
00:00:51 - How did Greg get into marketing
00:10:02 - Gregâs time at Eurostar
00:17:47 - The longest champage bar in the world
00:22:43 - Becoming the CMO of the London 2012 Olympics
00:29:49 - How the team was pivotal for putting on the Olympics
00:34:13 - The importance of the legacy of London 2012
00:37:53 - Why the Paralympics became so prevalent in 2012
00:45:38 - What happened after London 2012
00:50:37 - From Olympics to Rising Pheonix
01:01:05 - How to execute on big ideas - Magic and Logic
01:16:35 - The power of persistence
01:23:24 - Telling powerful stories about those with disability -
I often get asked why are there not more marketers on boards of companies? It turns out that only around 2.6% of board positions are filled by marketers, so I'm joined in this episode by somebody who really knows what it's like to be a marketer on a board, Chris Burggraeve. Previously he was the Global CMO of AB InBev, he's since been on many boards and has even written a book explaining the playbook for being a successful CMO on board.
Timestamps
00:00 - Intro
01:00 - Chrisâ marketing background
01:43 - What makes a great CMO
05:08 - Making the case for marketing in the boardroom
09:48 - How many CMO's have a seat at the table
14:36 - Why every board should have a marketer
24:06 - Is there a language problem for marketers in the boardroom?
30:03 - Stakeholder outreach
37:00 - What makes a successful board member
40:00 - Skills that CMOâs need to retain a board seat
46:26 - How to find board seats to get on
49:44 - Chris transistion from large to small companies -
Ellie Norman has been at the top end of some of the biggest organisations in the world, having held senior marketing roles at Formula 1 and Virgin Media. Most recently, Ellie has been the Chief Communications Officer of Manchester United, one of the most high-pressure jobs in the world. In this episode I talk to Ellie about what it takes to drive success at the very top of your game.
Timestamps
00:00 - Intro00:48 - Celebrating Southampton FC03:12 - Ellieâs marketing background07:29 - Virgin Media campaign with Usain Bolt12:09 - Why Ellie moved to Formula 115:12 - How Formula 1 owns the brand17:51 - The Drive to Survive partnership with Netflix25:59 - Moving to work for Manchester United29:51 - Goals for the CMO of Manchester United31:23 - When do people choose the club they support32:59 - What role does social media play for Manchester United35:01 - Dealing with scrutiny as a huge brand37:10 - How Manchester United work with huge sponsor deals41:39 - How do you do a great brand partnership47:59 - Ellieâs one peice of advice for marketers -
In this episode I speak with Tom Fishburne, better known as the Marketoonist. Tom likes to poke fun at our industry through his entertaining cartoons saying what we're all thinking. We recently had him join as as our cartoonist in residence at Cannes Lions, where he shared his experience through a cartoon each day. We also discuss some of Tom's greatest cartoons and why humour is good for business.
Timestamps
00:00 - Start01:16 - How Tom Fishburne became a cartoonist05:00 - Why is humour so important in the workplace06:29 - Going full time as the Marketoonist12:42 - Humour in the creative process19:21 - Outdoor ads22:30 - Discussing some of the Marketoonistâs greatest hits23:17 - IoT cartoon26:59 - Customer funnel cartoon33:05 - Shiny new things cartoon34:13 - Covid Cartoon36:32 - AI cartoon39:44 - The Marketoonist at Cannes42:37 - Day 1 Cannes cartoon45:39 - Day 2 Cannes cartoon49:31 - Day 3 Cannes cartoon53:46 - Day 4 Cannes cartoon54:25 - Day 5 Cannes cartoon57:59 - Jonâs own podcast cartoon - Mehr anzeigen
