Uncensored CMO

Mastering the client-agency relationship - Richard Warren, prev. Lloyds Banking Group & Lowe

13 snips
May 3, 2023
Guest
Richard Warren
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Transcript
Episode notes
1
Introduction
00:00 • 3min
2
How to Go Client Side for the First Time
02:50 • 3min
3
The Importance of Understanding Clients
05:40 • 3min
4
The Importance of a Populist Agency
08:26 • 2min
5
Howard Brown's Halifax Campaign
10:15 • 2min
6
How to Be More Aligned With Your Clients
12:21 • 3min
7
How to Pitch to a CMO
15:27 • 3min
8
How to Write a Creative Brief
18:04 • 2min
9
How to Engineer a Reason to Physically Be With Your Customer
20:28 • 2min
10
The Art of the Customer Interview
22:18 • 2min
11
The Importance of Currency in Agencies
24:20 • 2min
12
How to Pick the Right PR Agency
26:39 • 2min
13
The Importance of Trust in an Agency
28:40 • 2min
14
The Importance of Providing Evidence That It Works
30:21 • 3min
15
How to Pitch a Campaign to a Customer
33:07 • 2min
16
The Black Horse: A Powerful Branding Device
35:18 • 2min
17
The Importance of Consistent Use of the Same Idea
37:42 • 3min
18
Fluent Devices: The Most Proven Way to Produce Effective Advertising
40:24 • 2min
19
How to Make a Successful Lawyers Advertising Campaign
42:40 • 3min
20
How to Resolve Low Attention and High Attention Media
45:12 • 2min
21
The Challenges of Designing for a Low Attention World
46:46 • 5min
22
The Uncensored CMO With Richard Warren
51:39 • 2min