Uncensored CMO

Kory Marchisotto, the CMO of e.l.f. Cosmetics, teams up with Jon Evans in a candid launch discussion. They dive into the audacious choice to tackle taboo topics like failure, bad bosses, and workplace dilemmas. Kory shares her 'renegade spirit' philosophy that aligns with e.l.f.'s disruptive brand identity. The pair share personal anecdotes, pet peeves, and recommed inspirational books that shaped their leadership. Plus, they invite audience ideas for future discussions, promising a snackable and human approach to leadership challenges.

Rory Sutherland, a behavioural scientist and advertising executive, discusses how embracing luck and spontaneity can revolutionize marketing. He critiques self-censorship and the obsession with logic, emphasizing that success often hinges on unexpected opportunities. Rory shares insights on the importance of embracing inefficiencies and 'delighters' in campaigns. He also explains the significance of long-term strategies and how great ideas may need more marketing support. With his blend of humour and expertise, Rory challenges conventional wisdom in the marketing world.

Les Binet, a marketing effectiveness expert recognized for his insights on long-term advertising impact, joins Sarah Carter, an experienced planner specializing in brand consistency. They discuss the importance of consistency and disguised repetition in successful campaigns. The duo critiques the misconception that campaigns are merely short ads and emphasizes that big brands must adopt different strategies compared to small ones. They also explore the potential end of the purpose-driven era and the role of AI versus creativity in shaping future advertising.

Jimmy McLoughlin, founder of 'Jimmy's Jobs of the Future' and former Downing Street adviser, reveals the secrets behind creating a top political podcast. He discusses landing big names like the Prime Minister and the evolving power of long-form media. They dive into trust issues in marketing and politics, explore why humour is essential in advertising, and highlight Monzo's unique branding approach. McLoughlin also shares insights on adapting marketing strategies to a rapidly changing landscape and the importance of diverse audience engagement.

Orlando Wood, a marketing and advertising effectiveness expert from System1, joins Jon Evans for a festive review of the year's biggest marketing moments. They discuss the 'Multiplier Effect' that highlights the synergy between brand and performance marketing. The conversation also dives into the creative challenges of dull media and the importance of emotional resonance in campaigns. Additionally, they analyze the rise of pause-screen advertising and share highlights from memorable Christmas campaigns, including Aldi's beloved Kevin the Carrot.

Emma Harris, marketing and sales leader and founder of Glow London, shares her transformative journey after surviving a cardiac arrest. She discusses the importance of aligning brand and culture, having a strong team, and navigating crises. Emma emphasizes the need to 'slow down' to enhance performance and well-being, arguing that rest and reflection can lead to increased clarity and creativity. She also highlights the power of community and accountability in achieving personal and professional goals, aiming for a more meaningful approach to leadership.

In this engaging discussion, marketing expert Mark Ritson shares his top moments of 2025. He critiques Tesla's fighter brand strategy while advising Elon Musk to reconsider his promotional approach. Ritson explores Amazon's effective use of familiar holiday ads and the backlash of Cracker Barrel's rebranding efforts. He also tackles buzzwords like hyper-personalization and deepfake ads, revealing their pitfalls. The conversation culminates with a keen insight into rising consumer resistance amidst 'maximiniflation.'

Andrew Warden, CMO of Semrush and a digital visibility expert, dives into how AI is revolutionizing search and SEO. He debunks the myth that SEO is dead, emphasizing the need for marketers to adapt their strategies across platforms like YouTube and Reddit. Warden reveals surprising insights from the AI Visibility Index and discusses the changing role of creators in this new landscape. He stresses the importance of speed and experimentation, urging CMOs to embrace 'fail fast' to stay relevant in the fast-evolving world of AI.

Jo Shoesmith, Chief Creative Officer at Amazon, shares her insights on creating emotionally resonant advertising for a global giant. She discusses the transition from agency life to brand leadership and why Amazon still invests in traditional media. Jo reveals the secret to crafting timeless ads that engage audiences for years and the significance of right-brained storytelling. Additionally, she explores surprising insights about Gen Z and how Amazon balances creativity with agility, even in the age of AI.

Zaria Parvez, a creative social strategist, played a pivotal role in Duolingo's viral social media success. She discusses her transition to DoorDash and the creative freedom she enjoyed at Duolingo, including risky campaigns like Duo's staged death. Zaria shares insights on planning for virality, spotting trends, and how supportive leadership fuels creativity. She also emphasizes the importance of building personal brands and leveraging AI in social media, while highlighting the value of boredom for sparking creativity.