Uncensored CMO

Julia Goldin is the Global Chief Marketing and Product Officer for the world's no. 1 toy brand, LEGO. Prior to joining the LEGO Gin 2014, Julia was Global CMO at Revlon. She also had a 13-year career with Coca-Cola, where she held several senior global and regional marketing roles, including Division Marketing Director of Northwest Europe and deputy Chief Marketing Officer of Japan.

Timestamps
00:00 - Intro
00:53 - Julia’s background
01:57 - How did Julia become a CMO?
04:46 - What’s the secret to being a successful CMO?
07:51 - The secret to a long CMO tenure
09:37 - Staying on top of trends
11:30 - The LEGO mission and importance of plau
12:24 - Why play can help work
14:27 - Is working at LEGO as fun as it sounds?
17:51 - Product innovation at LEGO
20:02 - Collaborations and partnerships
23:11 - The best LEGO advertising campaigns
25:27 - The LEGO approach to sustainability
27:07 - Working with agencies
28:52 - Where should a CMO focus?
30:59 - Julia’s marketing career advice
36:23 - Getting the business to buy-in to marketing
40:26 - What will be important in the future

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 - Start
01:06 - Tom’s background
03:21 - Why Tom kept getting fired
05:08 - What technology will change our lives?
08:34 - We don’t care about consumers
10:21 - What opportunites are there?
12:45 - Things that aren’t changing
16:52 - Jingles
18:02 - Are brands dead?
20:32 - Questions
20:53 - The online advertising emperor has no clothes
25:38 - Why are brands not calling out social media companies?
28:28 - Biggest barrier to deliver on digital transformation
31:45 - 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?

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.

Timestamps

00:00:00 - Start
00:03:41 - Rob’s backstory
00:07:32 - Rob’s comedy background
00:09:39 - How Rob got into TikTok
00:13:11 - Coming up with content ideas
00:16:50 - Rob’s most popular TikTok
00:19:25 - Landing a partnership with Pret
00:21:12 - The ultimate sponsor
00:23:34 - Jon’s pitch horror story
00:30:06 - Finding Rob new sponsors
00:31:17 - Pitching Nils Leonard Rob’s idea
00:37:07 - Sponsor brainstorm
00:38:51 - Cannes
00:40:39 - Making a career switch at 40
00:43:09 - Making a living from making online content
00:46:47 - Why Rob called his new agency Dunning Kruger
00:49:09 - Struggles of working for yourself
00:50:03 - Who are Rob’s heroes
00:53:47 - Dealing with inbound volume
00:54:39 - Rob’s new book
00:56:38 - Agency radio show
00:57:34 - Jon’s favourite guests
00:59:42 - What guest would Jon like on the pod?
01:02:22 - Rob getting fired
01:06:58 - The difference a good boss can make
01:09:21 - Something Rob has never told anyone else before
01:13:50 - How to be good on TikTok
01:14:47 - How to make B2B sexy again

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 Hegarty
He 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.

Timestamps

00:00 - Intro
01:37 - Why clients want to see ads
05:52 - Sir John Hegarty’s top 5 ads
06:47 - Ad 1: Audi - Villas
07:41 - Ad 2: K Shoes - Creak
08:41 - Ad 3: Levi’s - Launderette
11:24 - Ad 4: Xbox - Champagne
12:06 - Ad 5: Levi’s - Flat Eric
17:16 - Has advertising got too serious?
20:22 - The secret to pitching to a more rational audience
23:58 - How to make the most of your agency relationship
26:34 - Improving the brief
29:45 - Have we lost the art of brand building?
33:46 - The business of creativity
39:39 - Collaborators on Sir John’s Course
41:41 - The production of the course
44:33 - The legacy of Sir John Hegarty
47:26 - The format of the course
48:15 - Why training is important
50:29 - The case for creatives in leadership
52:36 - How would Sir John Hegarty launch a new agency

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://thechallengerproject.com/lets-make-this-more-interesting
• www.orlandonadvertising.com
• https://theexaminedlife.org/ - Stephen Grosz
• https://business.linkedin.com/marketing-solutions/b2b-institute

Timestamps

• 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 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 - Intro
01:23 - Life before Lucky Saint for Luke
06:02 - Coming up with the Lucky Saint idea
08:28 - Creating a new category
09:59 - Why do non-alcoholic only?
11:36 - Convincing breweries to get on board
13:56 - Finding the perfect brewing partner
17:07 - The ones who rejected Lucky Saint
18:33 - The advantages of being a category newcomer
20:27 - When did Luke go all in on Lucky Saint
20:55 - Raising money
24:35 - Starting over with the brand
29:18 - Creating a non alcoholic beer that actually tastes good
31:08 - Being a single beer brand
33:15 - Some of Lucky Saint’s investors
35:29 - Ad execs on the investor team
37:07 - Working with Rankin
40:06 - Naming the brand Lucky Saint
41:35 - How Covid almost wiped them out
47:25 - Creating their own pub “The Lucky Saint”
50:06 - Alcoholic vs non-alcoholic beverages
51:46 - Convincing people to try alcohol free beer
57:21 - The secrets to Lucky Saint’s success

Long time returning guest Orlando Wood is back in the hot seat, talking all things advertising. We look back on his two IPA bestselling books, Lemon and Look Out, to discuss how the two sides of the brain attend to the world differently and how this impacts advertising both on TV and digital. We also discuss some of Orlando's favourite recent adverts and why he likes them.

Timestamps:

00:00 - Intro
01:32 - Who is Orlando Wood
02:50 - Orlando’s latest work
03:54 - Is Orlando only talking about digital?
05:18 - How to build brands through digital
07:55 - How can advertisers achieve an effective message
10:26 - "moto e azione"
13:35 - Why Ian McGilchrist’s work was so profound for Orlando
14:25 - Right-brain vs left-brain in advertising
21:00 - Trends with left and right brained advertising
22:24 - Is the change in advertising due to social media?
24:13 - The impact of creativity on attention
26:29 - How the choice of media can impact ESOV
27:22 - Is humour making a comeback?
31:32 - Fluent devices
35:13 - Orlando’s favourite ads
39:31 - Jon’s favourite recent ad
43:31 - Orlando’s new course

Emily Kraftman is the Managing Director for UK & Europe for a brand who are disrupting a category no one else thought to, toilet paper. That brand is, of course, Who Gives A Crap. Their quirky nature, fun packaging and strong stance on sustainability are helping them make a dent in a big-brand dominated category. Emily has had quite the career, starting out working on Stella Artois, before leaving the corporate life to join a young Deliveroo to head up their "Rider Marketing" division. She's since made the switch from Marketing Director to Managing Director, learning to deal with all the challenges that come with the broader remit.

Watch Who Gives A Crap new TV campaign "Uncrap the World'

Timestamps:
00:00 - Intro
01:07 - Dealing with the challenges of a unique brand name
03:26 - How Emily got into marketing
05:27 - Emily’s time working on Stella Artois
08:26 - How successful was Stella Artois’ innovation in cider?
10:37 - From corporate brand to joining Deliveroo
12:24 - Not fitting in after a career switch
14:37 - Challenges of going from a safe work environment to a crazy one
17:39 - The challenges of such fast growth
19:40 - Brand positioning in a fast growing market
21:35 - From Deliveroo to Who Gives a Crap
24:13 - Who Gives a Crap Backstory
27:17 - Why go into the toilet paper market
30:24 - Power of purpose in marketing
32:54 - From DTC to retail
35:13 - Growing with small budgets
37:20 - Why B2B can help when you have small budgets
39:01 - Launching their first TV campaign
42:22 - Transitioning from Marketing Director to Managing Director

The return of Uncensored CMO podcast legend Tom Goodwin. In this final flourishing episode recorded from Cannes Lions Festival of Creativity, in what has become our annual chinwag, we riff on everything from how advertising thinking can build big businesses to why marketeers invest in celebrities, despite the data not backing the value equation. What would our ideal Cannes festival look like? What would we do differently next year…. and where? And why we want to bring back the Tango Campaign!

If you want more Tom, we'll be holding a LIVE Uncensored CMO at The Curzon Soho (not Scunthorpe) with the man himself, on 6th September 2023, discussing the 10 Biggest Myths in the Marketing Industry. Grab your tickets here -> https://system1group.com/uncensored-cmo-live

Timestamps:

00:00 - Intro
00:46 - What’s Tom been up to in the past year?
04:30 - The state of Cannes
06:10 - AI has it’s place
07:22 - The power of re-using good creative
15:26 - How AI can solve customer exeperience
17:43 - Catergories that should be in Cannes
19:43 - The Zero Budget Category
21:11 - Cannes in Margate in February
22:23 - Most fascinating relevations from the pod
24:35 - The marketing bottom
28:54 - The best work in Cannes
31:10 - Working with budget constraints
33:03 - When to invest in innovation
34:16 - What Orlando Wood tells us about how art history can inform great communication strategy
36:09 - Why are great adverts only made for the SuperBowl and Christmas…. And then not run for long enough?
37:48 - Should you use characters or celebrities in your advertising?
40:06 - Most impressive thing in Cannes
45:06 - The Giant Cheeto at Cannes
48:22 - Why we’ve stopped having fun in advertising
54:00 - What will we be talking about at Cannes next year?

Links:

• Winning Cheetos Ad
• Super Bowl insights
• System1 analysis of the decline of humour

Nils Leonard is returning to the Uncensored CMO podcast after selling his agency, Uncommon to Havas. We discuss what's next, why he feels it's an investment not an acquisition, what AI means for creativity, culture and more.

Timestamps
00:00:00 - Intro
00:01:11 - Selling Uncommon to Havas
00:02:10 - What does partnering with Havas allow them to do?
00:08:22 - How did the team react?
00:09:50 - Expanding to the US
00:12:22 - What’s changing?
00:14:42 - Part 2: What’s new with Uncommon?
00:16:33 - Keeping creativity alive
00:19:20 - Is advertising dead?
00:21:21 - Getting Chat GPT to write a new British Airways Strapline
00:22:49 - Chat GPT writes an ad for British Airways
00:24:46 - What car brand Nils would most like to work on
00:27:01 - The work Uncommon actually did for British Airways
00:28:52 - The importance of advertising internally
00:29:59 - Making 512 different productions for BA
00:32:13 - The power of simplicity
00:34:26 - Making out of home powerful
00:35:22 - What does AI mean for creativity?
00:38:09 - Do CMOs understand the value of creativity?
00:43:58 - Biggest problems we as an industry need to solve
00:47:27 - Demonstrating the value of creativity
00:50:57 - Creating culture in a growing agency
00:55:11 - Power of generosity
00:56:26 - Uncommon’s “faff tax”
00:58:45 - The world’s #1 podcast by Jon Evans
00:59:59 - 2 Uncommon stories
01:02:51 - What what Nils do if he wasn’t running Uncommon?