Uncensored CMO

In this special crossover episode, we’re joined by Jimmy McLoughlin, host of Jimmy’s Jobs of the Future, to explore the intersection of politics, media, and marketing. Jimmy shares how he built one of the UK’s most influential political podcasts, landed interviews with the Prime Minister, and why big podcasts now rival traditional media in shaping public opinion.

We also compare the most impactful episodes from both shows, debate trust in marketing and politics, unpack why some of today’s biggest tech brands struggle with branding, and make the case for humour in advertising.

Timestamps

00:00 - Start
01:37 - How Jimmy McLoughlin became a podcaster
04:21 - How Jimmy got the Prime Minister of the UK on the pod
08:50 - The power of big podcasts
11:43 - Why can’t politicians be honest?
12:56 - The top 5 episodes of Jimmy’s Jobs of the Future
16:59 - The top 5 episodes of Uncensored CMO in 2025
21:25 - What episode has inspired Jimmy the most
23:27 - What episode has inspired Jon the most?
29:34 - What politician would Jon most like to interview?
30:33 - The danger of all the new podcasts being released
33:27 - The most untrustworthy professions; marketing and politics
34:39 - Webinars need a rebrand
35:56 - Why no marketer was involved with branding ChatGPT
37:27 - Monzo’s great marketing in 2025
39:33 - The serious case for humour in advertising
39:58 - The different types of happiness in advertising
41:46 - The shifting advertising landscape
46:13 - Approaching marketing like a politician
47:51 - Career advice in 2026 from Jimmy McLoughlin
49:20 - When politics and marketing collide

This week’s bonus episode comes from Never Mind the Adverts, hosted by Jon Evans and joined by returning Uncensored CMO guest Orlando Wood. Together, they look back on the biggest marketing stories, debates, and creative moments of 2025. Expect festive cheer, some interesting tipples, and a healthy dose of advertising showmanship.

Timestamps

00:00 - Start
00:41 - Starting with some festive cheer
02:04 - The big news stories from 2025
02:20 - The multiplier effect
03:51 - The creative dividend
05:05 - The Cost of Dull Media
07:17 - Les Binet Go Big or Go Home
09:22 - The Wild West of Influencer Measurement
13:00 - How the pause screen has become an advertising channel
14:30 - Sydney Sweeney, American Eagle and Jaguar - The Crisis
16:15 - Mergers and WPP
17:26 - Drinks Trolley Break
19:00 - Jon’s highlight - awards
20:12 - Orlando Wood’s highlight of 2025
21:46 - Rory Sutherland vs Scott Galloway
22:35 - Jon and Alix Earle in Cannes
23:52 - Jon cycles up a mountain with Zwift
25:12 - Becoming trustee for the History of Advertising Trust
26:42 - The History of Christmas Advertising with a special guest
33:10 - Who won Christmas in 2025?
34:27 - Aldi and Kevin the Carrot
35:18 - Waitrose’s strong Christmas showing
36:28 - The most viewed Christmas Ads on YouTube
37:25 - Amazon re-airing their Christmas ad this year
38:20 - The growth of Christmas Ads in 2025
39:47 - The right brained nature of the successful Christmas ads
40:51 - The Coca Cola AI Christmas Ad
43:23 - The Never Mind the Adverts Awards
44:02 - System1 Star of the Year
44:51 - System1 Turkey of the Year
45:32 - Name that ad

Emma Harris spent a decade revolutionising Eurostar as its Marketing and Sales Director, leading the brand through years of success and navigating multiple crises. Now the Founder and Chief of Glow London, she works with clients around the world to build brands that are deeply connected to their people and culture.

In this episode, Emma shares her journey through marketing, leadership, and entrepreneurship, and the life-altering moment that forced her to rethink everything. After suffering a cardiac arrest, she reflects on ambition, burnout, and what really matters. We talk about building great teams, leaving safe roles to start something new, bouncing back from the hardest year of her life, and why slowing down might be the most radical, and necessary, leadership move as we head into 2026.

Timestamps

00:00 - Intro
00:52 - How Emma got into marketing
04:58 - What can sales learn from marketers?
07:36 - How to respond to a comms crisis?
12:17 - Lessons from a 10 year tenure at a company
14:14 - How to get the best out of your employees
16:49 - How to hire great people
18:14 - Why Emma left her safe role to setup her own agency
19:41 - Bouncing back from the worst year of your life
20:42 - Why Emma set up Glow, her agency
21:39 - Advice for being your own boss
22:34 - Emma’s life changing cardiac arrest
25:54 - Life lessons from almost dying
28:06 - Why you need to slow the f*ck down
33:58 - How we should approach the new year
37:04 - The power of accountability

As has become a tradition, marketing professor Mark Ritson is back to break down his top 10 marketing moments of the year. We talk fighter brands, the president, Amazon's grannies, deepfakes, mergers and more in this snappy episode. There's nothing more to say - strap in and enjoy the opinionated marketing professor dropping some clangers.

Timestamps

00:00 - Intro
00:32 - Mark Ritson’s top 10 stories of the year
01:55 - 10. A big year for mergers
04:35 - 9. The painkiller vs the president
09:42 - 8. Tesla’s Fighter Brand Failure
12:56 - Mark Ritson’s advice to Elon Musk
23:05 - 6. Amazon brings back the grannies (compounding)
30:10 - Marketing Buzzwords of 2025
30:20 - Buzzword 1: Hyperpersonalisation
30:54 - Buzzword 2: Onmichannel Marketing
31:44 - Buzzword 3: Growth Hacking
32:38 - 5: The great Cracker Barrel crisis of 2025
39:06 - 4. Starbucks and their positioning
42:10 - 3: New CEOs chasing growth vs gimmicks
43:44 - 2. Deepfake Martin Lewis and fraudulent advertising
48:33 - 1: Maxi-miniflation

Andrew Warden, CMO of Semrush, joins us to unpack how AI is reshaping search, and what it means for marketers heading into 2026. We discuss whether SEO is really “dead,” the biggest insights from Semrush’s new AI Visibility Index, and how different AI models surface and rank content across industries. Andrew also shares why brand and digital visibility matter more than ever, the growing importance of creators in AI-driven discovery, and practical advice for CMOs trying to stay ahead as search rapidly evolves.

This episode is brought to you by Semrush — your unfair advantage in digital brand visibility. From fast-growing teams to global enterprises, Semrush shows you where you stand, where you can win, and how to stay visible across AI Search and LLMs. With unrivaled data and real AI intelligence, Semrush helps you move faster, grow faster, and make sure your brand is the answer wherever customers ask.

Timestamps

00:00 - Intro
02:08 - How disruptive is AI for search in 2026?
04:19 - Is SEO dead now because of AI?
08:32 - Biggest surprises from Semrush’s new AI Visibility Index Report
11:04 - How different AI models treat different industries
13:05 - Understanding how AI ranks different sources
15:48 - Why content creators are important in the age of AI search
18:35 - Why you need to be failing fast in AI
21:10 - Why brand matters more in the age of AI
24:20 - Why digital brand visibility matters so much
26:28 - Advice for CMOs for getting on top of AI for search
30:21 - Is AI just making decisions for us?
33:19 - Why humanity, authenticity and emotion are more important than ever
36:12 - What is Semrush One?

Jo Shoesmith, Chief Creative Officer at Amazon, joins us for a second time to reveal how one of the world’s biggest brands continues to make advertising that connects emotionally and stands the test of time. She shares what she’s learned moving from agency life to leading creativity inside a global giant, why Amazon still invests in traditional media, and the secret to ads that run for 3–5 years without losing impact.

We also discuss why right-brained storytelling works, the surprising insights about Gen Z, and how Amazon balances scale, agility, and creativity in the age of AI.

Timestamps

00:00 - Intro
01:21 - Learnings from going agency side to brand side
04:18 - How much does Amazon spend on advertising each year?
05:02 - Why Amazon still advertises using traditional media
06:21 - Why is Amazon’s creative so effective?
08:57 - Why Amazon’s advertising is so right brained
10:33 - Why Amazon make ads to run for 3-5 years
14:25 - Amazon re-airing the popular “Grannies” ad
17:00 - Why the industry is obsessed with youth
18:33 - The interesting numbers behind Gen Z and advertising
21:00 - Japanese Granny Ad from Amazon
23:07 - The only Cannes Lion Jon has ever won
26:11 - Using production to discover new stories
29:48 - Amazon’s CCO’s thoughts on AI and creativity
32:56 - Is AI used in the creative process at Amazon?
35:29 - How does such a big company stay so agile?
36:24 - What one thing has made the biggest difference for Jo?

Zaria Parvez was the creative mastermind behind Duolingo's social media success, having joined the company in 2020 fresh out of University. 5 years later, and after 8 billion impressions, she's left for her next challenge - taking on the social media for Doordash. We speak to Zaria to find out what the secret to the viral success is, and how she plans to replicate this at Doordash.

This episode is brought to you by Semrush — your unfair advantage in digital brand visibility. From fast-growing teams to global enterprises, Semrush shows you where you stand, where you can win, and how to stay visible across AI Search and LLMs. With unrivaled data and real AI intelligence, Semrush helps you move faster, grow faster, and make sure your brand is the answer wherever customers ask.

Timestamps

00:00 - Start
00:34 - Why Zaria left Duolingo
01:32 - Why Zaria moved from Duolingo to Doordash
02:44 - Coping with a rapid career trajectory
04:58 - The big moments for Duolingo
07:00 - Can you plan virality?
08:30 - How important was it having Duo as a brand character
11:02 - Why Duolingo killed duo
13:23 - Sending Duo’s ashes to Dua Lipa
14:05 - What are the conditions that make a successful social media campaign
16:01 - How Zaria spots trends and turns them into content
17:41 - Thinking long term through a social media lens
19:39 - How to scale viral social media efforts
21:36 - Why who your boss is matters so much
22:52 - When things go wrong on social media
24:47 - Why Zaria built a personal brand
28:02 - What Zaria is hoping for in the future
28:59 - How is AI changing social media?
31:36 - Social media advice for podcasters
32:20 - How to cope with the intensity of working in social media
34:58 - The best marketers hate marketing
36:25 - Why you need to embrace boredom

Esi Eggleston Bracey is the Chief Marketing and Growth Officer of Unilever. Esi joined the company in 2018 and has served as President of Unilever USA and CEO of Personal Care in North America. Prior to this, she led their $5 billion Beauty & Personal Care portfolio for North America as EVP and Chief Operating Officer which included responsibility for brands such as Dove, TRESemmé, Suave, Vaseline, Degree, Axe and more. There's a reason why this is a brand building masterclass

Esi has been recognised with many industry awards including being named as one of Forbes World’s Most Influential CMOs, a Forbes Entrepreneurial CMO 50, Women’s Wear Daily Marketer of the Year, ADCOLOR Legend, Ad Age Vanguard Award and more.

Timestamps

00:00 - Intro
00:54 - From P&G to Unilever, Esi’s career journey
03:09 - How important is breadth of experience as a marketer
04:54 - How to increase your marketing budget
07:45 - Why Esi has growth in her title and not just Chief Marketing Officer
08:36 - The most surprising thing about running 400 brands
10:37 - What skills do marketers need to be successful today?
12:08 - Esi’s thoughts of AI in marketing
17:14 - How to win the hearts of your consumer
19:48 - Unilever’s SASSY framework for winning hearts and minds
21:45 - Why we buy more when we feel more
23:27 - The secret behind the groundbreaking Dove marketing
26:45 - Why Uniliver are spending 50% of media on social and 20x spend on creators
29:18 - How the Vaseline Verified campaign took off
30:37 - Unilever’s framework for successful social media campaigns
32:29 - Applying the SASSY Framework to innovation
35:19 - Unilever’s collaboration with Crumbl Cookies
37:42 - How Unilever uses AI
39:45 - Which Unilever brand would Esi buy?
41:46 - The power of consistency
42:43 - How do you nurture the next $1b portfolio brand

Nick Tran, is the CMO and President of First Round, leading Diageo’s new joint venture with Main Street Advisors to oversee two of the world’s most culturally driven spirits brands: Ciroc and Lobos 1707. Nick shares how he’s approaching brand reinvention vs continuation, why product innovation and cultural relevance are key, and what goes into long-term brand growth. We also touch on the future of social media, AI’s role in marketing, and what it takes to build a truly modern CMO career.

00:00 - Intro
00:36 - How the Diageo and Main Street Advisors partnership happened?
02:49 - The long term view for Ciroc and Lobos 1707
06:10 - The plan for Ciroc
08:57 - Reinvention vs continuation when transforming a brand
11:31 - Focusing on product innovation and serve for Ciroc and Lobos 1707
14:14 - Is alcohol drinking trending down?
19:00 - How do you become culturally relevant?
22:07 - Using the Liquid Death challenger mindset
24:08 - The role of celebrities and influencers for drinks brands
27:16 - Why Nick is investing in his personal brand
31:53 - What does it take to become a successful CMO?
37:04 - How Nick invests in other companies
41:59 - Nick Tran’s thoughts on AI
45:47 - Have we reached peak social media?
50:39 - Bonus Question

Nils Leonard, Uncommon Studio's co-founder and Creative Director is back, and the mic is hotter than ever. We're tackling why Uncommon is pushing the boundaries of out of home, including the divisive BA "Reflections" campaign, what Nils thinks of the energy in the US vs the UK, and why we have a lot of work to do if we want creativity to thrive in this country.

Timestamps

00:00 - Start
00:52 - How did Uncensored CMO end up at Uncommon Studios
02:33 - What just Jon want to happen as a result of this episode?
04:45 - What does Nils want to happen as a result of this podcast?
06:10 - Nils' advice to founders wanting to start an agency
07:51 - Uncommon’s work with The Ordinary
13:38 - Why Uncommon loves out of home
15:31 - Uncommon’s out of home work with British Airways
22:20 - Uncommon's B&Q out of home
26:51 - Uncommon's Hiscox work
29:55 - Uncommon’s EA work
32:51 - Uncommon’s JD Sports work turning the lens on the community
37:45 - British Airway’s safety video
43:40 - The culture of creativity in the UK vs US
46:40 - Why Campaign’s"Turkey of the Week" is a terrifying reflection on the UK
48:52 - WPP and creativity
51:28 - Who killed creativity?
53:53 - What Brits can learn from Americans to bring creativity back