Uncensored CMO

Copywriting expert Vikki Ross shares insights on great copy principles, real ad analysis in Copy Safari, examples of effective copy, and discusses if AI will replace copywriters. Includes tips for aspiring copywriters and the importance of a good brief.

Exploring the power of creativity in advertising effectiveness with Cadbury's success. Discussion on distinctive assets, balancing creativity and data, best ads, targeting strategies, and the evolving landscape of brand campaigns. Emphasis on storytelling, emotional engagement, and the importance of creativity in advertising success.

Today I'm joined by Mike Cessario, the founder and CEO of Liquid Death, a water brand worth $1.4b. With the use of creative brand marketing and punk aesthetic, Mike was able to break into the biggest beverage category in the US and disrupt market dominated by huge brands such as Coke and Pepsi. This is a truly inspirational story on how you can defy the odds, break convention, disrupt a category and do it all on a shoestring budget. If you're a challenger brand, this is a must listen.Timestamps00:00:00 - Intro00:01:10 - Mike’s background00:06:24 - Mike’s brandy startup00:10:33 - Navigating regulation00:12:46 - The benefits of being an outsider distrupting an industry00:14:57 - Coming up with the idea for Liquid Death00:19:30 - How to create an innovative brand00:23:48 - Selling the Liquid Death concept00:27:08 - Raising money for Liquid Death00:29:50 - Launching on Amazon00:30:52 - Generating demand in the early days00:31:46 - Figuring out distribution networks for the drinks industry00:35:45 - Why limited budgets helped Liquid Death grow00:44:11 - Why D2C was pivotal for Liquid Death00:46:12 - Liquid Death’s unique Super Bowl campaign00:49:54 - The power of the Liquid Death merch00:53:00 - Innovation for the future of Liquid Death00:54:15 - Scaling and exit00:56:02 - Having famous investors00:57:29 - Maintaining the challenger spirit01:01:58 - Mike’s advice to aspiring founders

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.