Uncensored CMO

By: Jon Evans
  • Summary

  • The Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice.
    2024 Uncensored CMO
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Episodes
  • The Power of Compound Creativity with Dom Dwight (Yorkshire Tea), Vickie Ridley (Lucky Generals) & Andrew Tindall (System1)
    Nov 20 2024

    In this episode, we're going to be talking about Compound Creativity, a new report by System1 in partnership with the IPA showing how being consistent with your creative compounds over time. I'm speaking with the author of the report, Andrew Tindall, who explains the core facets of the report and shares some fascinating statistics on the impact of creative consistency.

    And in a double bill, I'm also joined also joined by Dom Dwight, from Yorkshire Tea, and Vickie Ridley, from their partner agency Lucky Generals. Yorkshire Tea have been putting the principles of compound creativity to practice over many years and have been hugely successful as a result. So not only are we talking about the data, we're also talking about the practice.

    Download the Compound Creativity report here.

    Part 1 with Andrew Tindall

    00:00 - Intro
    00:58 - Launching the Compound Creativity report
    01:35 - Coming up with the right name for Compound Creativity
    02:52 - The building blocks of consistency
    05:13 - The value of being consistent
    08:04 - How compounding helps wear in
    09:25 - Power of fluent devices
    12:14 - Collaborating with the IPA for the business effects data
    15:00 - Don’t fire your agency
    16:39 - The 5 most consistent brands

    Part 2 with Dom Dwight and Vickie Ridley of Yorkshire Tea

    18:29 - Intro to Lucky Generals and Yorkshire Tea
    19:25 - Dom Dwight’s history with Yorkshire Tea
    22:28 - Where did the “doing things proper” idea originate
    25:31 - Narrowing 17 ideas down to 3
    26:19 - How to use celebrities well in advertising
    29:57 - Yorkshire Tea Ad with Sean Bean
    32:06 - Yorkshire Tea Ad with Kaiser Chiefs
    38:03 - How does the campaign work across channels
    42:24 - Key to a successful client agency relationship
    48:37 - The results of Yorkshire Tea’s compounding creativity
    52:56 - Advice to clients to get the most out of their agency

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    58 mins
  • Mark Ritson on the fall of Nike, KitKat’s perfect positioning and whether Liquid Death is more than just water in a can
    Nov 13 2024

    Mark Ritson is back on the podcast for a review of the most read stories this year. We debate if Liquid Death is more than just water in a can, why Nike’s focus on DTC was a mistake and what we can all learn from KitKat’s perfect positioning. Recorded in a pub in London, expect some uncensored opinions from everyone’s favourite marketing professor.

    00:00 - Start
    05:40 - Mark #5: Brand purpose doesn’t need a commercial excuse
    14:13 - Jon #5: Liquid death article
    21:15 - Mark #4: There's no such thing as performance branding
    25:47 - Jon #4: Nike Winning isn’t for everybody
    29:07 - Mark #3: KitKat's perfect positioning
    34:33 - Jon #3: Compounding interest, relationships and creativity
    39:55 - Mark #2: Why Liquid Death are running into trouble
    45:42 - Jon #2: Outrage is the new s*x in marketing
    48:32 - Ritson #1: Nike’s biggest mistake
    52:44 - Jon #1: Airbnb’s focus on brand

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    55 mins
  • The brands trying to change the world - Chris Baker, Serious Tissues & Change Please
    Nov 6 2024

    Chris Baker is an award-winning advertising and social change strategist turned entrepreneur. He is the Founder & CEO of Serious Tissues, a toilet roll brand that fights climate change and deforestation by planting trees with every sale. Over 1.2m trees have been planted in just three years. He is also the Co-Founder of Change Please, a coffee brand that has helped hundreds of homeless people off the streets by training them as baristas, and is available in 23 countries. Change Please was named the World’s Leading Social Enterprise in 2018 and in Marketing Week’s 100 Most Disruptive Brands in the World. He has spent 20 years working on the world’s biggest brands including Unilever, Pepsico, Boots, Sky and Alpro whilst winning over 100 strategic and creative awards along the way.

    Find out more about Chris' book, Obsolete, here:
    https://www.bloomsbury.com/uk/obsolete-9781399416658/

    00:00 - Intro
    02:09 - The premise of his book
    04:27 - Why Chris called the book Obsolete
    06:41 - Making positive change with small businesses
    18:32 - Being inspired by change brands
    21:53 - How to win against established brands
    27:03 - The advantages of purpose
    29:31 - How Chris started Change Please
    32:48 - Measuring the impact of Change Please
    36:28 - How change brands can be distinctive
    40:14 - Why Tony’s Chocolonely are making an impact
    42:06 - Putting change ahead of profits
    47:06 - Applying a change mindset to other industries
    49:37 - Making an impact commercially and with purpose
    52:55 - How Serious Tissues started
    55:53 - The power of partnerships
    57:49 - Chris’ biggest takeaway from writing Obsolete

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    1 hr and 5 mins

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