The Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice.
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The myths of marketing live with Tom Goodwin
Tom Goodwin is back for our first ever live event in London. As uncensored as ever, we cover all things digital transformation to the biggest myths in marketing, this time with some thought provoking questions from a live studio audience.Timestamps:00:00 - Start01:06 - Tom’s background03:21 - Why Tom kept getting fired05:08 - What technology will change our lives?08:34 - We don’t care about consumers10:21 - What opportunites are there?12:45 - Things that aren’t changing16:52 - Jingles18:02 - Are brands dead?20:32 - Questions20:53 - The online advertising emperor has no clothes25:38 - Why are brands not calling out social media companies?28:28 - Biggest barrier to deliver on digital transformation31:45 - Should marketers be more respected?37:04 - How important is trust?42:17 - Why did Tom keep getting fired?44:49 - Is there ageism in marketing?49:22 - Does not having kids make Tom more uncensored?
TikTok sensation Rob Mayhew on turning his passion into a business
For a very special edition of the podcast (episode 100!) I'm joined by a very special guest, Rob Mayhew, TikTok sensation and Creative Director at Gravity Road. Rob's witty commentary on the industry comes in the form of his hugely entertaining short-form videos, which often go viral on TikTok and on LinkedIn. Having found himself between jobs during COVID, Rob dug into his comedy roots and started posting up to 8 videos a day on TikTok which have grown in popularity exponentially over the past few years. He now finds himself striking some impressive brand partnerships who all want a slice of his comedy gold.This episode covers the serious to the absurd. From Rob's story of how he got into the industry, to pitching a new British Airways ad to a special guest. I couldn't think of anyone better to have as guest 100.Watch some of Rob's TikTok's if you enjoy laughing.Timestamps00:00:00 - Start00:03:41 - Rob’s backstory00:07:32 - Rob’s comedy background00:09:39 - How Rob got into TikTok00:13:11 - Coming up with content ideas00:16:50 - Rob’s most popular TikTok00:19:25 - Landing a partnership with Pret00:21:12 - The ultimate sponsor00:23:34 - Jon’s pitch horror story00:30:06 - Finding Rob new sponsors00:31:17 - Pitching Nils Leonard Rob’s idea00:37:07 - Sponsor brainstorm00:38:51 - Cannes00:40:39 - Making a career switch at 4000:43:09 - Making a living from making online content00:46:47 - Why Rob called his new agency Dunning Kruger00:49:09 - Struggles of working for yourself00:50:03 - Who are Rob’s heroes00:53:47 - Dealing with inbound volume00:54:39 - Rob’s new book00:56:38 - Agency radio show00:57:34 - Jon’s favourite guests00:59:42 - What guest would Jon like on the pod?01:02:22 - Rob getting fired01:06:58 - The difference a good boss can make01:09:21 - Something Rob has never told anyone else before01:13:50 - How to be good on TikTok01:14:47 - How to make B2B sexy again
The business of creativity - Sir John Hegarty
Advertising legend Sir John Hegarty returns to the podcast to discuss why he created a course focused on the business of creativity. If you've listened to the podcast before you'll know how important I think creativity is to drive business results, and so when Sir John announced he was creating this course, I had to get him back on the podcast to discuss.Learn more about the course here.About Sir John HegartyHe was a founding partner of Saatchi and Saatchi in 1970. And then TBWA in 1973. He founded Bartle Bogle Hegarty in 1982 with John Bartle and Nigel Bogle. The agency now has 7 offices around the world. He has been given the D&AD President’s Award for outstanding achievement and in 2014 was admitted to the US AAF Hall of Fame.John was awarded a Knighthood by the Queen in 2007 and was the recipient of the first Lion of St Mark award at the Cannes Festival of Creativity in 2011. John has written 2 books, ‘Hegarty on Advertising - Turning Intelligence into Magic’ and ‘Hegarty on Creativity - there are no rules’.In 2014 John co-founded The Garage Soho, a seed stage Venture Capital fund that believes in building brands, not just businesses.Timestamps00:00 - Intro01:37 - Why clients want to see ads05:52 - Sir John Hegarty’s top 5 ads06:47 - Ad 1: Audi - Villas07:41 - Ad 2: K Shoes - Creak08:41 - Ad 3: Levi’s - Launderette11:24 - Ad 4: Xbox - Champagne12:06 - Ad 5: Levi’s - Flat Eric17:16 - Has advertising got too serious?20:22 - The secret to pitching to a more rational audience23:58 - How to make the most of your agency relationship26:34 - Improving the brief29:45 - Have we lost the art of brand building?33:46 - The business of creativity39:39 - Collaborators on Sir John’s Course41:41 - The production of the course44:33 - The legacy of Sir John Hegarty47:26 - The format of the course48:15 - Why training is important50:29 - The case for creatives in leadership52:36 - How would Sir John Hegarty launch a new agency
The extraordinary cost of being dull - Peter Field and Adam Morgan
Marketing waste is one of the biggest issues facing our industry. So when marketing legends Peter Field and Adam Morgan reached out to me to talk about their new work on the impact of dull advertising on brands, I immediately got them on the podcast.In this fascinating episode we discuss why you really can’t afford to bore your audience with your ads anymore. What have Adam and Peter learnt over 40 years about the actual cost of dull marketing to businesses, to brands and even to your career?And for those marketers really hellbent on safety, we discuss the role of danger and a new upcoming mastersclass in how to make the dullest ad ever.Links
https://theexaminedlife.org/ - Stephen Grosz
00:00 - Intro
01:13 - Who is Adam Morgan?
02:38 - The best challenger brands
03:08 - Has being a challenger changed?
06:25 - The legacy of the long and short of it
11:01 - Who had the higher ranked Uncensored CMO podcast?
11:45 - How Adam and Peter met
12:26 - The inspiration for the extraordinary cost of dull
15:24 - How are there effective, yet dull campaigns (big budgets is the answer)
19:13 - The System1 Data on the cost of dull
22:41 - Why is advertising so dull?
26:21 - Why are the best marketing organisations trending towards more dull?
27:29 - Making demonstratably unskippable ads
30:55 - The role of danger and constraints in getting to great work
33:05 - The % of B2B ads that are dull and the work The LinkedIn Institute is going to reverse this
35:06 - How dull is approached in different categories
39:01 - Orlando Wood’s current research
41:48 - How will AI affect dullness
45:27 - Which categories are doing a good job of being interesting?
53:57 - Why we need a masterclass for dull
How Lucky Saint created the non-alcoholic beer category - Luke Boase, Founder
How do you create a brand in a sub-category where only a handful of major brands operate a product line, from scratch, having never worked in the industry before? Well, Luke Boase did exactly that when he founded Lucky Saint, the worlds first alcohol free only brand. From finding a brewing partner to create an enjoyable alcohol free beer, raising money from investors to almost losing the business during COVID, this episode has it all.Timestamps:00:00 - Intro01:23 - Life before Lucky Saint for Luke06:02 - Coming up with the Lucky Saint idea08:28 - Creating a new category09:59 - Why do non-alcoholic only?11:36 - Convincing breweries to get on board13:56 - Finding the perfect brewing partner17:07 - The ones who rejected Lucky Saint18:33 - The advantages of being a category newcomer20:27 - When did Luke go all in on Lucky Saint20:55 - Raising money24:35 - Starting over with the brand29:18 - Creating a non alcoholic beer that actually tastes good31:08 - Being a single beer brand33:15 - Some of Lucky Saint’s investors35:29 - Ad execs on the investor team37:07 - Working with Rankin40:06 - Naming the brand Lucky Saint41:35 - How Covid almost wiped them out47:25 - Creating their own pub “The Lucky Saint”50:06 - Alcoholic vs non-alcoholic beverages51:46 - Convincing people to try alcohol free beer57:21 - The secrets to Lucky Saint’s success