Uncensored CMO Making iconic high street retailer, Boots, relevant again - Pete Markey, Boots
49:02
What does it take to be the CMO of an iconic British high-street retailer, like Boots? Pete Markey shares his valuable wisdom and insights from a career at the very top.
What we covered in this episode:
- The difficult second album making Boots Christmas Ad
- Rediscovering the joy of Hall & Oates
- Why Retailers are so good at making Christmas ads
- Making people feel more festive
- The importance of escaping reality at Christmas
- How Boots landed on Joy as a proposition for Boots
- The purpose of making gifting easier and more joyful
- Being CMO of a high st retailer during covid & recession
- How Boots is using pricing and Advantage card to help customers
- Going from ‘good old Boots’ to ‘oh wow Boots’
- How Boots is using advertising to reflect the full diversity of society
- The importance of telling one persons story well
- Wising up and showing older people in a better light
- How ‘Summer be ready’ campaign reflected older people as part of the story
- The role of purpose and whether it can also deliver profit
- Never drink the kool aid on your own purpose
- How to tell your brand story internally as well as externally
- Making the finance team your best friend
- Being shortlisted for Brand of the year in two awards
- The power of Boots advantage card as a media channel
- Meeting the challenge of Black Friday
- Being on the Campaign and Marketing Week Top 100 lists
- Impressing the kids with a Hollywood style photoshoot
- The secret to being a Top 100 CMO
- How the reality of being a CMO is different to the perception
- Creating the framework for success and unleashing the talent
- The hidden P’s of Politics and Persuasion
- The importance of non-marketing skill set for a CMO
- Pete’s advice to the aspiring CMO – be curious, get trained & build your network
- How Jon got a job that was never advertised
- The hidden power of your network
- What you should do right now to build your network
- How Jon accidentally ended up doing a speech at the wrong event
- The 100 day plan to meet 100 people
- Pete’s aim to terrify himself via improvised comedy