Uncensored CMO

Benjamin Braun, CMO at Samsung Europe, shares his expertise in tech innovation and marketing. He reveals Samsung's Olympic marketing strategies, like gifting limited edition phones to athletes, which created a buzz around the games. Braun also emphasizes using AI in everyday devices, from smart appliances to wellness tech like the Galaxy Ring. He opens up about his dyslexia, discussing how neurodiversity can enhance leadership and innovation in business. Insights on balancing long-term brand building with immediate sales goals round out this engaging conversation.

Karen Nelson-Field, a world expert on attention measurement and author, dives into the complexities of the attention economy. She highlights the evolution of attention in advertising and the crucial difference between active and passive engagement. The discussion explores how platforms manipulate user focus and the limitations of traditional metrics like CPM. Karen also introduces the concept of attention elasticity and the importance of measuring actual viewer engagement, ultimately advocating for innovative strategies to enhance advertising effectiveness.

Allison Ellsworth, founder of Poppi, shares her incredible journey from pitching on Shark Tank to building a soda brand that outsells Coke and Pepsi on Amazon. She discusses leveraging TikTok's viral potential, innovative marketing strategies, and the challenges of launching during COVID. Allison reveals insights about creating new flavors, the bold decision to advertise during the Super Bowl, and the transformational impact on brand visibility. Her story highlights resilience and the power of social media in disrupting a competitive industry.

In this conversation, Patrick Spence, the producer behind the groundbreaking drama 'Mr Bates vs The Post Office,' shares the harrowing details of the largest miscarriage of justice in British history. He reveals how the show was created to spotlight the wrongful prosecutions caused by a flawed IT system. Spence discusses the significant cover-up by the Post Office, the emotional toll on affected individuals, and the lack of compensation they still face. He also touches on the global influence of the story and its impact on raising public awareness.

Mark Abraham, who leads the Marketing, Sales & Pricing practice at Boston Consulting Group and co-authored the book on personalization, dives deep into the power of personalization in the age of AI. He discusses why 2025 is pivotal for personalized marketing and the $2 trillion opportunity it presents. Abraham shares insights on companies excelling at personalization, the challenges they face, and how AI is revolutionizing customer engagement. He emphasizes the importance of leveraging data responsibly to create tailored customer experiences and boost business outcomes.

Les Binet, a marketing effectiveness guru and author, joins forces with Sarah Carter, co-author and data analysis expert, to tackle the pressing issues for marketers in 2025. They assert that consistency in advertising is key to success, discussing how the age of purpose may be fading. The duo highlights the disconnect between marketers and their audience, emphasizing emotional connections over trends. They delve into the power of Out of Home advertising, advocating for creativity while maintaining brand integrity.

Ed Smith, who leads the Amazon mass marketing team in Europe, shares insights on how the company creates emotional advertising that connects with consumers. He discusses the innovative sledging grannies campaign that challenges stereotypes and the importance of authenticity in representation. Ed also explores Amazon’s approach to brand consistency, the balancing act of sustainability during peak demand, and the impact of influencers on marketing strategies. His predictions for 2025 shed light on the future of marketing and Amazon's unique corporate culture.

Rupert Howell, co-founder of HHCL & Partners, shares insights from his groundbreaking advertising career. He emphasizes the significance of honesty, trust, and clear communication in client relationships. Rupert reveals how HHCL achieved a remarkable 65% strike rate for new business by separating pitch processes from day-to-day management. He discusses the transformative content behind the successful Tango campaign and the importance of cultivating genuine relationships in advertising. Join him for an engaging discussion on the balance of growth and maintaining agency ethos.

Orlando Wood, advertising expert and co-host of Never Mind the Adverts, dives into the vibrant world of holiday marketing. He shares insights on the potential Omnicom and IPG merger and its impact on competition. The conversation shifts to a delightful review of this year's Christmas ads, including nostalgic favorites. With festive drinks in hand, they play a charming 'Name That Ad' game, reminding everyone of the magic and joy of holiday advertising. It's a perfect blend of industry insights and seasonal cheer!

Jess Myers, Chief Customer Officer at The Very Group, shares insights from her impactful year in marketing and customer experience. She elaborates on the significance of the 'Golden Quarter' and the success of their flamingo-themed campaigns. Jess discusses the balance between creative consistency and commercial objectives, revealing how maintaining effective advertising enhances brand engagement. Additionally, she touches on the launch of the Very Media Group and highlights the importance of collaboration within teams to optimize holiday strategies.