The future of X: winning back advertisers, breaking the news & building the world’s most powerful AI
Since Elon Musk acquired X (formerly Twitter) in 2022, the platform has undergone dramatic changes; slashing headcount, losing major advertisers, and redefining its identity. Now, under CEO Linda Yaccarino and marketing lead Angela Zepeda (formerly of Hyundai), X is staging a comeback. Angela joins Jon to discuss her leap from automotive to tech, rebuilding advertiser trust, and the bold vision of turning X into “the everything app.”They cover the platform's role in breaking news, championing free speech, and why brands are flocking back.Timestamps00:00 - Intro00:39 - From Hyundai to X: Angela’s leap03:46 - Leading marketing when everyone has an opinion05:56 - Free speech and platform identity07:45 - Why news breaks on X13:11 - X as a place to think differently15:58 - The rise of sports on X19:35 - Helping brands join the conversation26:16 - Winning back advertisers34:25 - What advertisers gain from returning36:06 - How X markets itself39:58 - The “everything app” vision42:54 - Integrating Grok AI47:20 - How advertisers can win on X
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51:06
Mars Brand Building Masterclass with Rankin Carroll
Rankin Carroll is the Chief Brand Officer at Mars, having joined the company in 2002. Mars is responsible for some of the most well-known advertising in the world, for brands including M&M’s, Twix, Snickers, Skittles, and more. Jon speaks to Rankin about long-term brand building vs. performance marketing, how to get the most out of agencies, and what it takes to build a portfolio of incredible brands.Timestamps00:00 - Intro00:52 - Rankin’s career journey05:49 - How the Chief Brand Officer role works at Mars07:37 - Marketing mix spend at Mars – can you implement a fully earned strategy?13:27 - Brand building vs. performance marketing15:13 - How Mars stays so consistent with their marketing19:06 - The power of consistency and longevity at Mars24:55 - How agencies can get the most out of their clients32:09 - How Twix became a $1 billion brand38:41 - Own Goal Snickers AI campaign explained40:43 - The dominance of M&M’s advertising in the System1 database44:40 - The power of the M&M’s characters48:04 - Rankin’s advice to young marketers
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53:20
Chaos, Creativity & Courage - how Tubi took on the streaming giants - Nicole Parlapiano
Nicole Parlapiano is the CMO of Tubi, an ad-supported streaming platform taking on the subscription giants. Nicole has previously had her own dating startup acquired by Match Group, before working in private equity, famously being Head of Marketing at WeWork during their crash and most recently VP Marketing for Tinder. Nicole is one of the most entrepreneurial CMOs on the planet, bringing a unique lens to brand building, embracing chaos and driving the business forward with marketing.Timestamps00:00:00 - Intro00:01:06 - What makes an entrepreneurial CMO?00:06:04 - Why Nicole embraces chaos / her career journey00:11:34 - Nicole’s experience at WeWork00:15:49 - Dealing with a leaked WeWork email00:19:16 - Leaving WeWork for Tinder after the crash / how to successfully join a company as CMO00:24:57 - Marketing’s role in private equity businesses00:33:43 - Working with Mischief and what would you do if you weren’t afraid?00:36:20 - Why Nicole joined Tubi (and the streaming wars)00:38:04 - Working with Mischief to create a brave Super Bowl campaign00:44:28 - The00:47:53 - How Tubi markets to their advertisers00:52:19 - The “Stubios” innovation for fan led content00:58:33 - Getting creative ideas seen in a corporate environment01:01:31 - How marketing can help grow the organisation01:04:03 - Nicole’s advice to aspiring CMOs
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1:08:57
How not to be boring in B2B, AI agents and lessons from F1 - Colin Fleming
Colin Fleming is a returning guest, and the CMO of ServiceNow, a B2B company ripping up the B2B marketing playbook. It’s not the first time Colin has done this, having previously spent 13 years at Salesforce turning them into a brand to be reckoned with. In this episode I talk to Colin about their new brand campaign with Idris Elba, what the future of marketing with AI looks like and the biggest lessons a CMO can take from a former F1 racing driver.00:00 - Intro01:36 - What is ServiceNow?03:03 - How well is the marketing role understood at ServiceNow04:26 - How to position marketing for leadership05:38 - How are B2B buying decisions made07:49 - Dealing with losing 50% lead volume10:22 - How Colin is building the ServiceNow brand?12:00 - ServiceNow’s use of distinctive assets14:21 - ServiceNow’s ads with Idris Elba17:07 - Understanding Agentic AI19:47 - AI agents use cases20:37 - Why we shouldn’t fear AI23:10 - The risks of AI agents24:12 - How to make AI agents work together26:04 - What skills will CMOs need to win in the next 5-10 years?27:20 - 5 things B2B marketers are wrong about29:10 - How ServiceNow are using personalisation at scale31:53 - Why the data is so important for AI34:13 - How Colin went from F1 to CMO35:04 - Lessons from being a racing driver to marketing36:06 - ServiceNow’s partnership with Aston Martin37:43 - Most surprising lesson for Colin since he left Salesforce
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41:07
Scott Galloway vs Rory Sutherland - is the era of brand over?
In a world first, Scott Galloway and Rory Sutherland go head to head to talk about some of the biggest topics in marketing. They lock horns on Scott's controversial statement "the era of brand is dead" and why most successful companies don't advertise. You'll also hear the two disagreeing on the Jaguar rebrand, at which point Scott may or may not have called Rory sexy...Timestamps00:00 - Intro02:15 - Be in an industry you get better at as you get older05:41 - Does wealth redistribution need to change?16:22 - Why the most successful companies don’t advertise22:49 - The era of brand is over30:39 - Scott’s fear for young men35:52 - Scott and Rory discuss dating40:56 - Was the Jaguar rebrand stupid?
Ireland