Uncensored CMO

Live from Cannes, third time returning guest Rory Sutherland gives us his views on just how good this year’s Festival of Creativity is, what should be awarded, AI vs AI, what we should be looking for as marketeers in current trends and the value that behavioural science brings to creativity.He also talks about what he is looking forward to on the road to another great festival – Madfest, and why he is doing his Mad Masters course.What we covered in this episode:Why Rory thinks this Cannes Lions Festival is the most wonderful ever.The backbone that Rory thinks System1 and WARC bringThe Campaign for a new Behavioural Science AwardFestival of creativity or advertising?The brilliance of ABInbev brewers for bread campaignRory on re-writing the advertising rulesJon’s 5 most creative momentsWhat excites Rory about behavioural scienceRory’s definition of creativityThe story at the heart of Crocs growthShould there be a Cannes Lion for zero budget campaigns?Fashions in psychologyThe problem with chat GPT is……Outlier vs average impact on creativityThe value Artificial Inquisitiveness and Interestingly wrongPeople’s value in business vs automationSystem1’s learnings on AI creativity and innovationWhy brand partnerships should be awarded.Encouraging people to think more widely about what they should be testing.Does Rory think the world needs Apple Vision?Should Google have persisted with Google Glass?Why all Europeans report to distain automatic cars.Rory’s ideas for the tech world innovationWhen are people happy being happy cut off from fellow men?The most important economic thing about Zoom meetings.How Rory is plotting to get more cash for creative peopleWhy Rory keeps coming back on The Uncensored CMOThe value of “crap creativity” – why the obvious solution could sometimes be betterRory’s Road to Madfest  - what he is looking forward to and why he is doing Mad MastersLinksFollow JonWatch UCMO on YouTube

In this episode I'm joined by three more effectiveness titans in my Cannes special coverage. Karen Nelson-Field, Rob Brittain and fan favourite Orlando Wood join me to talk about the triple opportunity of attention.

Following on from the IPA EffWorks and WARC session on the Terrace Stage in Cannes, I speak to effectiveness legends, Les Binet, Grace Kite and Tom roach to outline the big shifts in advertising effectiveness in the digital era, suggesting that we’re leaving the trough of disillusionment and moving onto the plateau of productivity.Register for the IPA webinar: https://ipa.co.uk/events-listing/the-3rd-age-of-effectivenessDigital once promised so much in terms of effectiveness, efficiency, tracking, and accountability. But the reality didn’t live up to the hype. And now we’re entering a new era - one where the best understanding about things have always worked are being blended with new ways of doing things, and the evidence suggests things are beginning to work better as a result.  They challenge the narrative that creativity is declining and digital is the culprit. On the contrary, analysis of the ARC database shows effectiveness is improving in some places, (less so in others). It will also shine a light on brand-building in the platform world, specifically, creativity within the platforms. Tom talks about how clients, agencies and creators are getting to grips with the new environment, showcasing examples of effective creativity from around the world.

Lex Bradshaw-Zanger is the Chief Marketing & Digital Officer for L’Oréal South Asia Pacific, Middle East & North Africa Region. Prior to this role, Lex was the CMO for the UK & Ireland, held roles in the Western Europe Zone and was Chief Digital Officer for the L’Oréal Middle East and Africa Region. Prior to L’Oréal, Lex was with McDonald’s and Facebook. He is a recovered ad-man having spent over 10 years in the agency world, with both WPP and Publicis – his last role was Regional Director for Digital Strategy & Innovation for Leo Burnett MENA.

Work is fundamentally important to the quality of our lives and we are surrounded by more change and choice than ever before. Our careers have become far less predictable and increasingly 'squiggly'. In this episode I have a chat with Helen Tupper, co-founder of Amazing If and co-author of "The Squiggly Career: Ditch the Ladder, Discover Opportunity, Design Your Career".Subscribe to the podcast on YouTube ->Find out more about Helen:The Squiggly Career BookSquiggly Careers PodcastAmazing IfHelen's LinkedInWhat we covered in this episode:How Helen and Sarah started their business on napkinWhy the career ladder is not necessarily the path to success5 years of experimentation to develop the Squiggly businessHow Helen and Sarah went from starting The Squiggly Careers Podcast to 330 episodesHow to create a growth flywheel for your brand or business - making content more usefulWhy creating something of huge value for free is the key to B2B growth - remaining relevantTrusting in reciprocity - why helping people authentically is so important for growthWhy you shouldn't worry about your weaknessesThe Squiggly Careers Book - The 5 Key Skills you needThe importance of deliberately choosing what you want to be known forYour 2 week energy audit - How to discover your core skills and valuesJon and Helen's 12 month career high and why it matteredBuilding high trust teams and emotional safetyLess budget =  happy teamsConfidence Gremlins and limiting beliefsTeaching yourself to draw on the positiveLearning how to fail.... and that this means for successThe pressure pedestal - we are not all Simon Sinek!Jon's advice on presentation skillsNetworking Events - how to reframe the fearFired? Redundant? How to get back into employment....fast!Why you should only share what you really care aboutHow curious career conversations will set you up well in you next jobCreating a constant flow of future job opportunitiesHow to use your mobile phone contacts to find the perfect roleRedefining the definition of progressionHelen shares whom Squiggly Careers is for and whom it can helpHelen's advice on crafting your best career storyFollow Jon:LinkedInTwitter

Edward Pilkington is the Chief Marketing & Innovation Officer at Diageo North America, managing a portfolio of the biggest brands in the world, including Guinness, Johnnie Walker, Baileys, Smirnoff and more. If theres anyone that understands how to run marketing for huge brands, it's Ed, and he certainly brings his wealth of experience to this conversation.

Nishma is responsible for leading brand and reputation marketing for Google in the UK. She has led many of Google’s acclaimed projects and campaigns including Digital Garage, This is My YouTube, the Google Executive Summit, Brandcast, ThinkwithGoogle and Be Internet Legends. Nishma is a Board Director at the School of Marketing and is proud to be a Fellow of the Marketing Society. Her accolades include Ad Age’s Woman to Watch, Europe (2018), Campaign A List (2017, 2018 and 2019), Drum Digerati and was recognised in the Hospital Group’s h100 list as one of the most influential and innovative people in the UK’s creative industry. When she’s not looking after her twins or at work, you’ll find her in sparkly shoes dancing in the sun or under the stars!Talking points00:00 Intro00:32 The inspiration behind MadWomen04:18 How Teletext was the Google before Google07:54 The responsibility of managing the Google brand12:20 How Google makes you look clever13:30 What search reveals about humanity16:08 "It’s Ok to Ask" campaign with Uncommon17:59 Why Marcus Rashford helping out with the campaign20:37 It’s not what we ask it’s what we do with the answers20:47 The role of humanity in Google's work24:05 Why we shouldn't just sell cheese26:01 How the Google Pixel phone makes technology accessible to new audiences30:17 CODA, How Google helped people understand the life of someone with two deaf parents34:02 How diverse advertising unites the audience36:40 Telling one person's story well39:40 Diversity and representation in media42:28 How technology democratises the ability for creators to get funded46:54 Creating the worlds first augmented reality brand48:00 Top tips for YouTube creators50:20 How creators and collaborators can grow your brand51:05 The role of AI to democratise tech53:13 Advice for advertisers using YouTube58:01 The surprising effectiveness of brand building style advertising in digital01:00:35 Nishma’s biggest ever failure01:02:36 Outro

Yusuf has worked across most flavors of planning and strategy making him one of the few genuine hybrid strategists. His experience spans a number of the world’s leading corporations including Microsoft, BMW, Samsung, Kimberley-Clark, Kraft and Verizon. He is currently EVP, Client Strategy at NBCUniversal. Early ambition to become a city traderFalling into media planningWearing trainers to workSelling the internet in 1995Crossing the creative and media divideWhy all things are not equalThe birth of planningWhy so many Englishmen end up in New YorkWhy 90’s sitcoms are still so popularThe power of stories to attract a global audienceThe special relationship between audience and programmingThe 3 aspects of Fandom98% of commercial airtime is as engaging as the contentPricing media based on emotionReflecting people identity on screenSatisfying cultural curiosityThe representation hierarchyThe diversity divided when people feel seenThe power of empathy to connect with audiencesHow empathy and sympathy are different things

Today I'm joined by one of the most influential and successful CMOs on the planet, Fernando Machado, of legendary Burger King fame. He went on to work at Activision and now is CMO at NotCo.Fernando is a creative genuis, he's been awarded many, many times I've started to lose count (over 200 Cannes Lions). I wanted to catch up with Fernando and find out what makes a great creative marketer, was that "Mouldy Whopper" campaign actually worth it, and why did they sponsor a low league English football team? We also talk about what is he doing now working for a plant-based company and how AI plays a crucial role for them.LinksFollow JonFollow FernandoWatch UCMO on YouTubeTopics covered:What makes an influential CMOThe culture that leads to award winning workThe importance of influencing an organisation QUOTEThe two hidden P’s of the CMOThe importance of a shared creative ambitionWhy shared values and purposes is so importantWhat it takes to create award winning work QUOTEWhy is takes time to build up the credibility to take risksWhy huge failures are similar to most campaigns QUOTEIf your creative isn’t noticed everything else is academicWhy attracting the best creative talent means committing to bold workThe more creative work you do the more creative you are likely to getWhen you have a smaller budget you have to get more creativeSharing the results for Mouldy Whopper in public to address the criticsWhere the idea for the Mouldy Whopper came from QUOTEWhat Fernando learnt at Activision BlizzardThe power of networking in finding a perfect roleThe biggest challenge facing NotCoWhy the best creative work gets done on small budgetsHow AI is accelerating the development of plant based productsHow AI beat the Nike design departmentHow AI created the most average Pizza advertWhy the brief matters when using AI QUOTEFrom curation to creative, why AI is a tool and not a replacement of the marketing functionWhy Notco is advertising old animalsThink of a colour that doesn’t existThe one piece of advice for marketers

Richard Warren has spent his career working in and growing agencies, but most recently has worked in house at one of the UK's largest banking group, Lloyds. In 2000 Richard founded DLKW as Director of Strategy, which grew to become the the UK’s largest independent agency, before merging with Lowe in 2010. As someone who has spent time on both sides, I wanted to catch up with Richard to find out how to make the most of the agency-client relationship.