Uncensored CMO

Grainne Wafer, Global Category Director at Diageo, shares insights on building iconic brands and driving growth. She discusses the shifts in the beverage industry toward premiumization and moderation, highlighting the rise of Guinness 0%. Grainne delves into the strategic value of sports sponsorships in enhancing visibility, detailing partnerships with rugby and the English Premier League. The conversation also touches on Baileys' successful transformation and the innovative approaches Diageo employs to measure marketing effectiveness and engage consumers.

Tom Goodwin, an insightful author and consultant, dives deep into the broken state of advertising today. He critiques the industry's obsession with short-term metrics, arguing for a return to brand-building and genuine consumer engagement. Goodwin emphasizes the importance of customer insights and long-term vision, encouraging marketers to take leadership roles. He also discusses the tension between creativity and data-driven approaches, advocating for a simpler, more effective advertising landscape that values emotional connections.

In this engaging discussion, Kory Marchisotto, CMO of e.l.f. Beauty, shares insights from her journey leading a brand through 25 quarters of growth. She reveals the bold strategies behind the provocative 'So Many Dicks' campaign that sparked vital conversations about diversity. Kory highlights the significance of partnerships, including collaborations with sports icons like Billie Jean King and racing driver Katherine Legge. She also discusses the evolving role of creators and the cultural dynamics that empower innovation within the beauty industry.

Simon Morris, VP of International Marketing at Adobe, shares captivating insights into how AI is reshaping marketing. He emphasizes that creativity will always require a human touch, despite AI's growing role. Simon discusses Adobe's partnerships, like with Real Madrid, showcasing collaborative campaigns. He also dives into what makes an effective marketing leader today and why consumer trust in AI tools is crucial. The conversation highlights the balance between adhering to guidelines and allowing creative freedom.

Sofia Hernandez, Global Head of Business Marketing and Partnerships for TikTok, shares her journey in marketing and the platform's evolution. She emphasizes the need for brands to be more human in their approach and discusses the importance of authenticity on TikTok. The conversation dives into how brands can leverage user-generated content and partnerships with creators, showcasing success stories while navigating the diverse TikTok economy. Sofia also offers insights on starting content creation and the shift from traditional advertising to engaging storytelling.

Sherilyn Shackell, founder of The Marketing Academy, shares her incredible journey from headhunter to nonprofit leader after a life-altering experience. She discusses the importance of CMOs in the boardroom and the essential traits they need to succeed. Topics include building personal brands, the significance of relationships, and how to navigate the challenges of leadership. Shackell also delves into the psychological hurdles CMOs face and offers insights on overcoming fears to foster innovation and growth.

In this lively discussion, Scott Galloway, a marketing authority from NYU, teams up with Kory Marchisotto, CMO of e.l.f. Beauty, and advertising mastermind Rory Sutherland. They tackle pressing questions about the relevance of brands in today's market, debate the risks of innovation versus caution, and explore the evolving role of CMOs. Expect insights on the balance between creativity and tradition, the cultural nuances of risk, and the vital role storytelling plays in marketing leadership.

Ben Branson, founder of Seedlip, shares his remarkable journey of creating a non-alcoholic spirit brand that saw an exit to Diageo within just 3.5 years. He discusses the origin of Seedlip and the challenges faced as he scaled the brand. Branson reveals his unique perspective on marketing despite his aversion to it, emphasizing creativity under constraints. He also touches on the importance of neurodiversity and his work with the Hidden 20 charity, aiming to raise awareness about autism and its challenges.

Jon Lombardo and Peter Weinberg, co-founders of Evidenza and former LinkedIn veterans, challenge the claim that branding is dead. They affirm that a strong brand is crucial for survival, especially in B2B marketing. The duo discusses the 95:5 rule, which emphasizes brand recognition and investment for long-term success. They dive into how AI revolutionizes market insights, transforming traditional research and enhancing customer engagement. With a mix of humor and expertise, they outline the bright future of brands shaped by innovation.

Hiroki Asai, CMO of Airbnb, shares insights on the company’s recent innovations, including the launch of new 'Services' and 'Experiences' that position them as a hotel alternative. He discusses the impact of turning off performance marketing to focus on authentic brand storytelling during the pandemic. Hiroki also emphasizes the importance of in-house creative work, the role of design in enhancing customer experiences, and offers valuable advice for aspiring marketers looking to lead in dynamic environments.