Uncensored CMO

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.

Fernando Machado, former CMO of Burger King and Activision Blizzard, is celebrated for his daring marketing campaigns. He discusses the genius behind the 'Moldy Whopper' and why surprising campaigns resonate with consumers. Fernando shares insights into driving growth through creativity and the struggle of balancing innovation with caution in business. He also offers advice for startups on bold marketing strategies that can help them scale, emphasizing the importance of a strong company culture and collaborative approaches.

Matt Pohlson, co-founder of Omaze, a platform that raised over £300m for charity, shares his remarkable journey driven by a near-death experience. He discusses the innovative business model of offering luxury prizes to inspire charitable giving and the pivotal role of storytelling in their success. Matt emphasizes the importance of consistent advertising in building brand identity and offers candid insights into the challenges of entrepreneurship. His transformative story is about turning personal fear into a mission of love and opportunity.

Rawdon Glover, Managing Director of Jaguar, leads the charge in the brand's electrifying relaunch aimed at a younger audience. He discusses the bold decision to pause sales and completely redesign Jaguar amidst shifting consumer demographics. Rawdon dives into the visceral reactions sparked by the launch video and the brand's commitment to innovate in the age of electrification. He shares insights on maintaining brand integrity while embracing modern design and the excitement surrounding Jaguar's partnership with Waymo.

In this engaging conversation, Tyler Bahl, the CMO of Activision, delves into marketing blockbuster games like Call of Duty and Tony Hawk Pro Skater. He shares insights on the future of the gaming industry, including the growing influence of AI and esports. Tyler also discusses how audience demographics have evolved and the keys to successful game launches. Listeners will find fascinating anecdotes about collaborations with gaming legends and the creative marketing strategies that keep classic games relevant.

Todd Kaplan, CMO of Kraft Heinz and former PepsiCo leader with 18 years of experience, reveals the marketing secrets behind iconic brands. He discusses the importance of simplicity in marketing and how an entrepreneurial spirit fuels innovation at Kraft Heinz. Kaplan shares insights on achieving 21 consecutive quarters of growth at Pepsi and balancing short-term goals with long-term brand vision. He emphasizes crafting engaging consumer experiences, the evolution of earned media, and the essential qualities of a successful 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.