Uncensored CMO

As Chief Marketing Officer, Michelle Taite leads Intuit Mailchimp’s Marketing teams and is responsible for the business’ end-to-end brand, acquisition, performance, product, and lifecycle marketing activities globally in addition to Mailchimp's in-house creative agency Wink. Joining just after Mailchimp's $12b acquisition, Michelle had the task of integrating their marketing into the wider Intuit team.Intro00:00 - Intro00:48 - Starting out desigining sneakers02:39 - From New Balance to Unilever04:13 - Doing purpose work for Dove05:15 - Michelle’s favourite work at Unilever06:27 - From CPG to SaaS09:29 - What is Mailchimp and why is it successful11:06 - Staying close to the customer13:26 - How to market to marketers14:54 - Email is not dead16:15 - Integrating an acquired company20:40 - Performance vs brand marketing25:16 - How AI will enhance creativity29:20 - Mailchimp's distinctive assets33:21 - How marketing influences the product35:56 - How to market to marketers38:35 - Obsessing about the 95% not in market40:45 - Top CMO advice from Michelle

Exploring the power of emotional advertising at Amazon, the role of a Chief Creative Officer, creating inclusive advertising, managing global creative teams, making Super Bowl ads, innovation within Amazon, simplifying complex creative ideas, and using AI in marketing.

Janice Mackintosh, Marketing Director at Whyte and Mackay, and Jon Gledstone, CCO at Mr President, discuss the launch of The Woodsman's 'Well Earned' campaign featuring brand character Barry the Beaver. They touch on challenging Whisky conventions, standing out in a crowded market, balancing demand and supply, overcoming perception barriers, and the importance of craft in advertising. The duo also delve into generating buzz with humor, staying compliant with regulations, and the role of a good client-agency relationship in campaign success.

Bozoma Saint John, former Netflix CMO, shares her inspiring journey of overcoming tragedy. Topics include writing her emotional book, encountering Spike Lee, making decisions based on intuition, leading marketing at large organizations, managing relationships with CEOs and CFOs, and making the choice to change her life.

In this episode of the Uncensored CMO, Ricardo Marques, VP of Marketing for Michelob ULTRA, shares his insights on Super Bowl advertising. He discusses the significance of the Super Bowl for advertisers, Michelob's Super Bowl history, and reveals details about their 2024 Super Bowl ad featuring Leo Messi. Ricardo also talks about the creative process, evaluating the worth of a Super Bowl ad, and the involvement of distributors in the process.

Jessica Myers, CMO of Very, discusses the challenges of transitioning from big brands to a challenger brand in the retail market. She highlights the importance of understanding your customer, nailing positioning, and testing creative. The podcast also shares insights into the creation of Very's new fluent device, the pink flamingoes, and the future of the brand.

Dave Kaufman, responsible for marketing the Metaverse, talks about the failures of Google Glass, the differences in marketing education between the US and UK, and the future of the Metaverse. They discuss launching the Meta X Rayban Sunglasses, quantifying the success of the Metaverse, and making virtual reality more familiar. Dave also shares insights on working for founders and his experience at President Obama's Whitehouse. Overall, an engaging discussion on the evolving tech landscape.

Today I'm joined by Antonia Wade, Global CMO at PwC and Author of The B2B Buyer Journey. This episode is a true B2B masterclass. We break down the importance of brand, reputation and relationships vs what people traditionally think is important in B2B. We also break down each stage of the marketing funnel to find out how best to reach them at every point in the buyer journey.LinksAntonia's LinkedInAntonia's BookJon's LinkedInJon's TwitterWatch the Uncensored CMO on YouTubeTimestamps00:00:00 - Intro00:01:10 - Antonia’s background00:06:01 - How does B2B and B2C differ?00:09:25 - How to reach B2B customers00:11:52 - Building B2B relationships00:17:30 - The importance of people in B2B00:20:53 - Why brand and reputation are so important00:24:43 - Why having an online presence matters00:29:39 - Marketing from cost centre to profit centre00:34:14 - Marketing at different stages of the buyer journey00:39:54 - Why people think B2B is boring00:46:30 - Why purpose has a bigger role in B2B00:48:38 - Stage 1: Reaching Horizon Scanners00:51:41 - Stage 2: Reaching Explorers00:55:18 - Stage 3: Reaching Hunters00:57:39 - Stage 4: Capturing the Active Buyer00:59:15 - Stage 5: Marketing post-purchase01:01:18 - How will AI transform B2B marketing

Sarah Carter and Les Binet join the host to review the highs and lows of 2023. They discuss emotional ads, the impact of humor and purpose in advertising, diversity representation, and the strategy behind John Lewis' Christmas ads. They also touch on the power of humor in diffusing sensitive topics, AI in advertising, wear out of ads, and the importance of creative and media in advertising.

Sam Day, former CMO of confused.com, shares the secret behind their successful campaigns on limited budgets. Topics include management advice, brand vs price in insurance comparison, and how to compete in a highly competitive market. The chapter also discusses selecting advertising agencies and pitching to CMOs.