Uncensored CMO

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.

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.