A CMO Confidential Interview with Cliff Scott, the President & CEO of The Scott Group and longtime agency executive. This continues our "What Your Agency Wants to Tell You But Won't" series. Cliff discusses the difference between being a tactical leader versus a strategic leader and why understanding the business outcomes, consumer emotions and marketplace behaviors are more important than optimizing the tools. Key topics include understanding "Why versus What," the fact that few companies have marketing objectives, why "emotional messaging" beats "practical" messaging, and how the RFP process is often poorly managed. Don't miss the discussions on the auto industry, Men's Wearhouse and "Why messaging strategy is like teenage sex."

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Episode 32 A CMO Confidential Interview with Paul Hirsch, former EVP at Leo Burnett, and inaugural judge of the B2B Creative Lions at Cannes, who is currently the CEO and Chief Creative Officer of the nation's oldest B2B agency, Doremus+Co. Paul discusses the need for change in how B2B companies approach marketing, why it’s important to think holistically about the purchase cycle versus the top of the funnel, and the fact that "Nobody Cares" about how great you say your product or service is unless you make them care by creating advertising that’s truly memorable. Key topics include dealing with unrealistic management expectations, seeing marketing as an economic multiplier instead of a cost to be managed, and needing to move to the story and away from "making feature-driven sales lists." Listen to the end to hear about an actual agency RFP that could have been written by The Onion.

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A CMO Confidential Interview with Rob Chesnut, the former Airbnb General Counsel & Chief Ethics Officer, Chegg General Counsel, SVP of Trust & Safety at eBay, and author of Intentional Integrity. Rob discusses how to think about integrity in the age of transparency - when every consumer and employee is functioning as their own newsroom, the difference between virtue signaling and real choices, and how marketing should help lead this discussion. Key topics include the diversity of what integrity means, managing conflict, and how to manage when "we are all more connected and more divided than ever" and no one agrees on "the facts" Listen to our discussion on PGA/LIV, Disney and Budweiser as well as an incredible story about a Vatican communion wafer listed for auction on eBay.

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A CMO Confidential Interview with D J Patil, currently an investor and partner at GreatPoint Ventures and formerly the Head of Data Products & Chief Scientist at LinkedIn, Distinguished Research Scientist at eBay, and U.S. Chief Data Scientist in the Obama Administration. DJ discusses why "clever beats smart," the evolution of data science and AI, how to use your data science team as a force multiplier, and what it was like to work in The White House. Key topics include why you should have always have a "Spock on the bridge," how to prevent the "weaponization of data," when to override the data, and why you should "test and try" versus going "all in" on most data solutions. Listen to hear about the data science role in public policy solutions.

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Episode 29 - A CMO Confidential Interview with Rishad Tobaccowala, former agency CEO, Publicis Strategy & Growth Officer, author, and podcaster. Rishad discusses the 4 power shifts in the marketplace, how the lack of marketers on boards costs companies, and why the future will come from the slime versus the heavens. Key topics include his belief that many leaders "optimize the plumbing versus the poetry" while hiding behind concepts like disruption," why marketing will become even more important as consumers take on godlike power, and how culture needs to allow people to call out "The Turd On The Table." Listen to how Gillette and the auto companies missed the thread by failing to ask the right questions.

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Episode 28 - A CMO Confidential Interview with Tom Goodwin, author, speaker and former head of Innovation at Publicis, Zenith and Havas. Tom shares his often provocative thoughts on how to rethink technology by focusing in on what it means versus what it is, why brands will matter more than ever, how folks will bungle AI, and why those managing marketing often miss the big picture by focusing on mundane analytics and "refinement within a closed ecosystem." Key topics include how companies get irrationally excited about new tech, the difference between the "religion of the story" and the "religion of optimization," his belief that the consulting world is "fueled by anxiety," that leaders should always be aware of what has not changed, and why Cannes was a "bit sad."  

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A CMO Confidential Interview with Bill Cobb, the CEO of Frontdoor who was previously the President of eBay North America and CEO of H&R Block. Bill shares his thoughts on how to succeed as a CMO, the best and worst marketing management practices of boards and CEOs, how to evaluate potential opportunities and the fact that there's life after getting fired. Key topics include his belief that marketing should be the most integrated function, a marketplace disrupter and "the hub of the wheel,"  the need to think and work  cross functionally, why it's a really tough road if the CEO doesn't support marketing, and why the "board skills matrix" undervalues marketers. Listen to hear how one board member had trouble distinguishing John Hamm from Don Draper and Bill's fabulous rendition of Frontdoor's ad campaign song "We Built This Toilet" sung to the tune of Jefferson Airplane’s "We Built This City."

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Episode 26 - A CMO Confidential Interview with David Kenny, the CEO of Nielsen and former CEO of Digitas and The Weather Company. David takes us through the evolution of measurement and media and shares his thoughts on how to stay on top of a rapidly evolving marketplace. Key topics include talent, thinking about marketing as a "team sport," how to stay relevant when companies spend less time on training and development, his belief that too many people measure the income statement and not the "brand asset," why creativity still matters, and how understanding the value of sports is a building block for valuing all media.

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Episode 25 - A CMO Confidential Interview with Brian Vos, the former CEO of The Wine Group (TWG) who learned the business while leading the supply chain at E&J Gallo and TWG, two of the largest wine businesses in the world. Brian shares perspective on working in a business with over 10,000 competitors and over 100,000 skus where distribution and point of sale are critical and marketing may or may not matter. We discuss the challenge of measuring impact, tips for marketers managing in a complex operating environment where failures happen a lot, how marketing should take point on innovating, and how Cupcake, "accidentally" became a 1 million case brand. Listen to how he believed it was not a very bright idea to name a wine after a "hard to eat piece of cake," why marketing can "spin" up a lot of unnecessary downstream work, and why I was his favorite board member.

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Episode 24 - "A Primer on the Marketing Chief Financial Officer Position & Why You Might Consider it for Your Organization"

A CMO Confidential interview with Tyler Bluth, VP of Finance at Ancestry, former brand manager and Marketing CFO. Tyler outlines how the position can reduce friction between marketing and finance and the key elements required for success. Key topics include constructing a marketing scorecard, eliminating the "asymmetry of information," his belief that teams should "adjust the spending, not the measures," and why this position should be internally sourced. Listeners will also hear about what he learned from being a facial care brand manager and how he not so triumphantly introduced packaging that was viewed as "filled with urine." 

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See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.