Uncensored CMO

Craig Brommers, CMO of American Eagle, shares insights into the controversial Sydney Sweeney campaign. He discusses the decision to partner with her, citing her broad appeal and initial positive reception. Brommers reveals how unexpected backlash escalated due to a pun misunderstanding and reflects on the power of social media misinterpretations. Despite challenges, the campaign attracted a record one million new customers. He emphasizes the importance of data-driven decisions and creativity in navigating marketing crises.

After an illustrious 37-year career in advertising, legend David Droga is stepping down as CEO of Accenture Song and retiring. Under his leadership, Song grew 8% to $20 billion in FY25, up from $19 billion the previous year. A fitting closing act for one of the industry’s most creative leaders.In this second conversation with David, we reflect on his career, the lessons he’s learned, and what he would do if he were starting from scratch. From creativity’s place at the heart of business to the power of simple ideas, David shares the philosophies, failures, and insights that have defined his journey.Timestamps00:00:00 - Start00:02:45 - Lessons from being CEO of Accenture Song00:06:01 - Why creativity needs to be at the forefront of businesses00:11:01 - How technology can enable creativity, rather than kill it00:18:42 - What is David Droga most proud of leaving as his legacy00:27:40 - What what David Droga do if he were starting from scratch00:29:59 - What are the traits of David Droga’s favourite clients00:34:59 - What trends are overrated and underrated according to David Droga00:40:52 - David Droga ideas that never saw the light of day00:43:58 - The business that almost came before Droga500:46:49 - The size of the idea is 50x more important than the budget00:48:10 - Droga’s best campaign on a small budget00:56:31 - Power of building on a campaign platform01:02:06 - The power of simple ideas01:07:48 - The most "Aussie" thing Droga has ever done

Richard Shotton, a behavioural science expert and author, dives into the psychology behind iconic brands. He reveals why the 119.5-second Guinness pour boosts credibility and how 4-star reviews appear more trustworthy than perfect scores. The discussion includes why Liquid Death thrives by breaking conventions and the allure of Aperol Spritz through distinctiveness. Shotton also highlights how humor and jingles enhance brand recall, alongside the secret sauce behind KFC’s dominance and the impactful use of concrete expressions by Apple.

Dame Carolyn McCall, CEO of ITV and President of The Marketing Society, dives into the fascinating world of TV advertising, celebrating its 70-year legacy. She shares why TV remains a robust advertising medium, especially for Gen Z. Carolyn discusses the emotional weight of impactful ads, like drink-driving campaigns, and the humorous Cadbury Gorilla. She also highlights innovative approaches like ITVX and the role of SMEs in modern advertising. Tune in for insights on how advertising shapes culture and the evolving future of TV!

Join John Amaechi, an organizational psychologist, author, and former NBA player, as he breaks down the keys to extraordinary leadership. He discusses the importance of self-awareness and vulnerability while debunking intimidation as a leadership tactic. Amaechi highlights finding your personal value proposition and empowering others as essential traits of great leaders. He also shares insights on the evolving expectations of leadership across generations and the need for a continuous learning mindset. Tune in for transformative ideas!

Join Jane Wakely, Global CMO of PepsiCo and former Mars executive, along with Neil Barrie, founder of 21st Century Brands and author, as they dive into what sets a world-class CMO apart. They discuss the crucial partnership between CMOs and CFOs, emphasizing the role of creativity in marketing—highlighting campaigns like the giant Cheetos thumb. They also share insights on brand management, the significance of adjusting established brands, and the importance of celebrating women in sports, showcasing innovative strategies that drive growth for billion-dollar brands.

In this engaging discussion, Mark Ritson, a renowned marketing professor and consultant, shares his candid insights on the implications of AI in marketing and education. He critiques a controversial ad featuring Sydney Sweeney, emphasizing the importance of emotional connection in marketing. Ritson stresses that pricing and strategic branding are vital for profitability, while encouraging marketers to rethink their approach in an AI-driven world. Expect a no-nonsense take on creativity rules and the role of strategy before tactics.

Ella Mills, co-founder of Deliciously Ella, turned a simple blog into a global health brand, sharing her inspiring journey from personal challenges to entrepreneurial success. She reveals how she managed sudden fame and the anxiety that came with it while balancing motherhood and business. Ella discusses the evolution of her snack brand, highlighting the failures that transformed her products into bestsellers. Now, as she builds her next venture, All Plants, she shares insights on navigating the food industry and the future of plant-based nutrition.

David Gluckman, the legendary inventor of Baileys and author of 'That S**t Will Never Sell', shares his rich experiences in brand creation. Dive into the captivating story of Baileys' inception, revealing the artistry behind blending cream and Irish whiskey. Discover how brands like Tanqueray and Cîroc were born from innovation and creativity. Gluckman highlights essential principles of successful marketing, the power of collaboration, and how a focused approach can lead to impactful results in the competitive beverage industry.

Jonny Bauer, founder of Fundamental Co. and former Chief Strategy Officer at Droga5, shares insights on leveraging brand as a powerful asset. He discusses his transformation of the Axe brand and the strategic lessons learned during his move from advertising to private equity. Jonny emphasizes the importance of aligning marketing with business strategy and offers tips for gaining CEO buy-in. He also shares compelling case studies showcasing brand-led growth and the necessity of embedding branding in the P&L for sustained success.