Today we're taling about more Boom! and less bust with Scott Morrison, the inspirational, energizing coach that teaches marketing teams how to be more successful, how to turn around business, how to win pitches and more. Timestamps 00:00 - Intro 00:47 - Where did the name Boom come from 01:31 - Scott’s background at Saatchi&Saatchi 04:57 - What is Nike’s secret sauce 09:48 - Scott’s career failures 13:27 - Working on the Diesel brand 17:37 - How to go from bust to Boom! 40:11 - How to pitch to CMOs ..read more

Today we're talking about what makes a great CMO. One of the CMOs that I've admired throughout his career is Craig Inglis, who famously was a CMO for John Lewis for many years, making those ads that you saw at Christmas and really defining the genre of Christmas advertising. Timestamps 00:00:00 - Intro 00:00:50 - Craig’s marketing background 00:02:25 - Craig’s biggest marketing failures 00:09:34 - How to have a long tenure as a CMO 00:13:24 - How to be a great CMO 00:23:53 - Guessing the most emotional John Lewis ads 00:28:50 - How to move from rational to emotional strategy in retail 00:31:1 ..read more

One of my favourite campaigns of all time is "Should've Gone to Specsavers" an idea that has completely transformed the Specsavers business. I speak to their CMO, Peter Wright and the MD of their in house creative team, Nicola Wardell, about how they've taken the idea and produced some of the best advertising on the System1 database. Watch the episode on YouTube. Timestamps: 00:00 - Intro 00:59 - How Peter and Nicola ended up on Guernsey 03:02 - The Specsavers story 04:37 - The secret to Specsavers’ success 09:04 - Family owned vs corporate business 10:38 - How the “should’ve gone to Specsave ..read more

How does someone create advertising for a brand that is over 150 years old? That is exactly what Stephen O'Kelly has been tasked with as Global Brand Director at Guinness, one of the most iconic brands in the world. Recorded from the Connoisseur bar at the Guinness Storehouse in Dublin, this episode of Uncensored CMO is special. Not just because of how much history is involved in the brand, but the fact that Stephen is a fourth generation employee, carrying on the legacy of his family ..read more

Vikki Ross is a copywriting expert. Having worked for some major brand in the past two decades, she knows a thing or two about branding and tone of voice. This episode is a copywriting masterclass. We start by delving into the principles of great copy, before looking at it in action with our very own Copy Safari (where we go out into the world to find real ads), and then round off by asking the big question; is AI going to replace copywriters? Links Eats, Shoots and Leaves book Elements of F*cking Style book Bland Book Vikki's Twitter Vikki's LinkedIn Timestamps 00:00:00 - Intro 00:00:59 ..read more

We're doing things a little bit differently this week. I've just recorded a webinar with Mark Ritson on advertising effectiveness with a very special guest, the VP for global marketing, Gui Ferreira from Mondelez. They are responsible for some of the epic Cadbury work that has scored right at the top of the System1 charts. We discussed what makes their advertising so good, what are the principles of advertising effectiveness and what can we learn? Watch the ads referenced in this podcast: Cadbury Garage Oreo Twist Timestamps: 00:00 Intro 03:23 Why creativity matters 04:31 Investing in creat ..read more

Today I'm joined by Mike Cessario, the founder and CEO of Liquid Death, a water brand worth $1.4b. With the use of creative brand marketing and punk aesthetic, Mike was able to break into the biggest beverage category in the US and disrupt market dominated by huge brands such as Coke and Pepsi. This is a truly inspirational story on how you can defy the odds, break convention, disrupt a category and do it all on a shoestring budget. If you're a challenger brand, this is a must listen. Timestamps 00:00:00 - Intro 00:01:10 - Mike’s background 00:06:24 - Mike’s brandy startup 00:10:33 - Navigatin ..read more

As Chief Marketing Officer, Michelle Taite leads Intuit Mailchimp’s Marketing teams and is responsible for the business’ end-to-end brand, acquisition, performance, product, and lifecycle marketing activities globally in addition to Mailchimp's in-house creative agency Wink. Joining just after Mailchimp's $12b acquisition, Michelle had the task of integrating their marketing into the wider Intuit team. Intro 00:00 - Intro 00:48 - Starting out desigining sneakers 02:39 - From New Balance to Unilever 04:13 - Doing purpose work for Dove 05:15 - Michelle’s favourite work at Unilever 06:27 - From C ..read more

Jo Shoesmith is the Global Chief Creative Officer at Amazon. She leads lead brand creative, design, production, social, and brand identity functions, as well as agency partnerships, in the largest fixed marketing portfolio investment at Amazon.  00:00 - Intro 01:04 - From rural Australia to Los Angeles 01:58 - From agency to client side 04:44 - That famous Jeff Bezos marketing quote 05:50 - What does the Chief Creative Officer at Amazon do 07:41 - Creating emotional, brand building advertising 09:22 - Using the brand distintive assets 10:33 - Creating inclusive advertising 13:05 - Advice ..read more

Today I'm speaking with Whyte and Mackay Marketing Director Janice Mackintosh and Mr President (their agency) CCO Jon Gledstone about the launch of their new campaign for The Woodsman brand. The "Well Earned" campaign score a whopping 4.8 stars on the System1 test and saw the launch of a brand character, Barry the Beaver, in a move that defies convention in the traditional Whisky category. From internal battles to hurdles presented by the regulators, both Whyte and Mackay and Mr President had to overcome some barriers to bring this campaign to life. Timestamps 00:00 - Intro 01:01 - Inventing ..read more