Uncensored CMO

Here's what we covered in this episode:Find out what inspired Mark to switch the actual classroom for the virtual oneHow he ended up being the old, rich guy with a wine collection he used to laugh atWhat he thinks of the 50% of Marketers that have no professional trainingWhy it's now time we all just all ditch the ‘D’ word and get back to MarketingFind out what every normal person knows about Advertising that Marketers pay good money to figure outDiscover the most important factors in marketing effectiveness and why its time to think about the s**t we put through the pipeWhy a recession is exactly the time you want to be increasing your spendWhy you should never confuse a change in consumer context for a change in consumer behaviour“Tell me what hasn’t changed and I will build a business around that” & other great quotes to counter the constant stream of ‘everything's changed. Buy this book’ hypeDiscover why Mark believes the smartest people are not the ones sat around the boardroom tableFind out why most CMO’s are more C than M and are not always the best marketers in their teamThe secret to CMO success is 80-90% politics over marketingThe dangers of Canadian morning TV after a big night outWe round off the episode finding out why Jon got fired after a 6-month ‘walk of shame’Follow me:Twitter | @uncensoredCMOLinkedInContact me:Website | www.uncensoredcmo.comEmail – jon@uncensoredcmo.comMark Ritson:TwitterLinkedIn

Mark Borkowski is PR written large. He represents international celebrities and corporate heavyweights and is a sought-after commentator on the world of celebrity, the Media and spin.I recorded another episode with Mark not too long ago but it didn't feel right releasing it amidst the pandemic, so I caught up with him again.In this episode we covered:Why business is booming for BorkowskiHow they've handled the shift to fully remoteThe role of celebrities during the crisisWhy Boris' message and tone was poorWhat key advice would Mark give everyone

What we covered in this episode:Why some brands have accelerated their growth with 3 years of market progression in 3 months, while others hit hardHow those brands that have gone dark and said nothing will be worst affectedWhy Brewgooder’s work during the crisis has been impressiveHow brands can do things without looking like they’re just jumping on the COVID bandwagonAre there any signs of things getting better for clients?How has Manifest changed in the past 3 months and what is going to stay permanentWhy they love the officeAdvice - write your brief. There is an opportunity for you to recast your brand in the ‘new normal’. We won’t ever get a chance to hit the reset button again!

In this episode we discuss:Brewdog's hand sanitiserITV's Clap From Our Carers campaignWhy Uncommon are making candlesHow Boris could have handled his messaging betterWhat advice Lucy would give people in advertisingWhy this recession presents an opportunityFollow me:Twitter | @uncensoredCMOLinkedInContact me:Website | www.uncensoredcmo.comEmail – jon@uncensoredcmo.com

Kate joined ITV in 2019 in the newly created role of Director of Client Strategy and Planning, with a remit to help ITV Commercial build broader and deeper relationships with advertisers. A creative strategist by background and a highly respected and well known strategic leader with twenty years’ experience across a range of communications disciplines from advertising, to PR to digital, Kate has worked across sectors as diverse as automotive, retail, government and public sector, FMCG and financial services. Kate has written / contributed to award winning IPA Effectiveness entries for Co-op Food Retail, Public Health England Tobacco Control and Stoptober.In this episode we covered:What is the impact on the team with remote working?How has TV and ITV in particular changed (programs/advertising/production etc)I see viewing figures up so isn’t this a good thing?Clap for Carers – well done! What was the idea behind thatPeople’s Ad break – tell me more …Are you seeing Advertising changing?Any sign of Advertisers coming back?What advice would you give brands now?

Ian Millner is global CEO and co-founder of Iris - one of the most successful independent agencies in the UK. He set the agency up 20 years ago as a partnership with his co-founders and it now boasts some of the world’s most famous brands such as Samsung and Adidas. A genuine multi-disciplinary agency with offices around the World iris have successfully moved with the times.In this episode we coverIntroduction – how Ian is doing!Impact – how the virus affected businessChallenges – what have been the biggest challenges this crisis has created for the agency, given the budget cutsOpportunities – have there been any opportunities arise from the pandemic?Team – what has been the impact on the team? How should you lead others remotely?Future – how do we look to the future and stay positive?Follow me:Twitter | @uncensoredCMOLinkedInContact me:Website | www.uncensoredcmo.comEmail – jon@uncensoredcmo.com

Orlando Wood is the chief innovation officer at System1, and author of the IPA's best-selling book, Lemon. He also happens to be my colleague.What we cover:What is Lemon all about?How right-brained attributes in advertising can help long term brand buildingWhat impact will the Coronavirus have on the left-right brained way we think of the world?Should you continue doing the 'Covid-Ads' or should you stick to what you know?Can old Ads really be effective? Should brands go into the archives?Follow me:Twitter | @uncensoredCMOLinkedInContact me:Website | www.uncensoredcmo.comEmail – jon@uncensoredcmo.com

About the guests:Simon DentSimon Dent is a former sports lawyer and founder of Dark Horses, a sports marketing agency. Simon had experience of mental health problems in his 20s and after launching a couple of failed businesses he finally got it right with Dark Horses. Dark Horses, the sports creative agency, is the fifth fastest-growing creative agency in the world.Ben BidwellBen, otherwise known as The Naked Professor, is a mindset coach, writer & public speaker who is pioneering a revolution to change the stigma about mental health. He invites his audience to connect more with their emotions whilst empowering the men in the room to retain their authentic masculinity.What we discussedIntroduction – who are our guests and how did they get to where they areImpact – how has COVID impacted on a fast-growing agency?Challenges – what have been the biggest challenges this crisis has created for the agency?Opportunities – have there been any opportunities arise from the pandemic?Team – what has been the impact on the team? How should you lead others remotely?Future – how do we look to the future and stay positive?Follow me:Twitter | @uncensoredCMOLinkedInContact me:Website | www.uncensoredcmo.comEmail – jon@uncensoredcmo.com

Mark Evans is the Managing Director, Marketing & Digital at Direct Line and has been at the company for over 8 years. He's seen some ups and downs but has never seen a challenge such as the Coronavirus. How has the company been impacted, what challenges have they faced and what opportunities can come from this?What do we cover in this episode?Introduction – who is Mark Evans and how did he end up in this positionImpact – how has COVID impacted on DLG? It happened on the tail end of a major relaunch of the Direct Line brandChallenges – what have been the biggest challenges this crisis has created for Direct Line? How are they responding to these?Opportunities – what opportunities have emerged through this? Are people taking insurance more seriously?Media – will Direct Line continue to Advertise? Wil the message change?Team – what has been the impact on the team? How should you lead others remotely?Future – what's the outlook for the economy and their sector? Short v Long termFollow me:Twitter | @uncensoredCMOLinkedInContact me:Website | www.uncensoredcmo.comEmail – jon@uncensoredcmo.com

Welcome back everybody to the Uncensored CMO in rather different circumstances this time. So we were nicely underway with recording season 2 and we had interviews with Rory Sutherland, we had Mark Borkowski on there, Nils Leonard from Uncommon.But you know what? It just didn't seem right to go out there with season 2 as planned when we're all in the middle of a crisis and our minds quite frankly or are elsewhere.So what I thought I'd do instead was bring you some Covid-related catch-ups with industry leaders from different sectors. PR experts, CMOs running businesses with big P+Ls and thought leaders in the industry people like Orlando Wood, author of Lemon. I really want to hear their perspective on how should we be responding to this crisis?What advice can they give us about how they are managing through what is unprecedented times with high level of uncertainty about what the future is going to hold? So rather than give you the whole hour as I did in season 1 these are going to be tight 20-30 minute interviews with people that can offer their perspective advice.Another thing you'll probably notice is a slightly different sound because we're recording from home, so bear with us this season. It might not be quite the rich experience that you're used to if you listened to season 1, but we'll be doing our very best and producer James will be working his considerable magic from his home office. And on the other side will bring you season 2.