Uncensored CMO

Jon Evans
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  • Marketing
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The Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice.

  1. 13 hr ago

    How YouTube built the creator economy and how brands are still missing out - Pedro Pina, YouTube

    Pedro Pina, VP of YouTube for Europe, the Middle East and Africa, joins us to explore how YouTube helped create the creator economy and why so many brands are still failing to take full advantage of it. From the rise of full-time creators to the changing role of YouTube in the media landscape, Pedro explains what makes the platform unique, the metrics that actually matter, and why great content continues to outperform everything else. We also discuss the balance between long-form and Shorts, the "YouTube Confidence Gap" among CMOs, and how brands can build authentic partnerships with creators that drive real business results. If you're wondering where marketing is heading next, this is a masterclass from one of the people shaping it. Get the YouTube Confidence Gap Report from Little Dot Studios:https://info.littledotstudios.com/little-dot-studios-the-youtube-confidence-gap-report This episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbook Timestamps00:00 - Intro01:35 - Why YouTube made a creator space in Cannes03:06 - How Cannes has changed over the past 20 years06:12 - How many people are paid to be YouTubers09:39 - The secret of YouTube11:08 - Who are the biggest creators on YouTube12:36 - What are the most important metrics on YouTube14:42 - Why content will always be king on YouTube15:57 - What makes a succesful YouTuber19:48 - Is YouTube a broadcaster, streaming platform or social network?22:36 - How important is short form for creators in 202627:24 - The YouTube Confidence Gap28:56 - What CMOs think about YouTube29:54 - How to get more confidence in your YouTube strategy32:53 - The biggest barriers for companies being successful on YouTube35:00 - How can brands work successfully with creators39:31 - How can brands be authentic when they work with creators42:46 - What Pedro wishes CMOs understood better about YouTube44:14 - The best advice Pedro has ever recieved

  2. 2 days ago

    The creative revolution inside the worlds most dull category - Novartis CMO, Gail Horwood

    Novartis CMO Gail Horwood joins Janet Balis, Managing Director & Senior Partner at BCG, to explore how one of the world's largest pharmaceutical companies is redefining healthcare marketing. Fresh from winning two Cannes Lions, Gail shares how Novartis is proving that creativity can thrive even in one of the most heavily regulated industries. From partnering with the NFL for a Super Bowl campaign to convincing stakeholders to embrace bolder ideas, we discuss what it takes to create work that stands out while navigating complex regulations. The conversation also explores how AI is reshaping both creativity and business transformation, where marketers should focus their efforts, and why the biggest opportunity for AI isn't just efficiency, but unlocking growth. This episode has been produced in partnership with BCG. Browse their CMO Report here:https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-reality Timestamps 00:00 - Start00:49 - Jon’s full circle moment with Norvatis01:39 - Novartis’ journey to two Cannes Lions02:54 - Why more people need to walk the work04:05 - Creating surprising advertising in a heavily regulated category09:03 - Partnering with the NFL for a Super Bowl campaign10:24 - How to get your company to embrace risky work16:01 - How to get stakeholders outside of marketing onboard19:35 - The reaction to the ads after Super Bowl21:56 - How AI is being used in the service of creativity27:04 - How Novartis are using AI for creativity30:27 - How Novartis are rethinking their marketing with AI32:46 - Where AI is going to be used outside of marketing35:03 - AI for efficiency vs growth37:16 - How to deliver leadership change in the age of AI40:22 - The boring things AI will solve42:53 - What makes Gail such a good CMO44:25 - The worst way to evaluate your career success45:57 - The best advice Gail has ever received

  3. 15 Jul

    Why creativity matters more than ever in the age of AI - Adobe CMO, Lara Balazs

    Lara Balazs, CMO of Adobe, joins us to discuss what it takes to lead one of the world's most influential creative brands through a period of enormous change. From Adobe's presence at Cannes to the rapid rise of AI, Lara shares her vision for the company and why she believes technology should be used in service of creativity, rather than simply to drive efficiency. We explore why creativity matters more than ever in the age of AI, the skills Adobe looks for in marketers, and the traits that separate the most successful CMOs. Lara also shares the practical leadership principles she uses to run her team, from creating a company plan on a page and harnessing the power of repetition to prioritising progress over perfection and using the “two-way door” approach to make faster decisions. This episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbook Timestamps 00:00 - Start01:23 - The most surprising thing about Lara03:11 - How Adobe have stood out at Cannes05:50 - What makes an influential CMO?06:59 - How to manage a business through change09:54 - Lara’s vision for Adobe13:33 - Finding inspiration from a brand’s history15:13 - Where AI has been used in service of creativity18:03 - AI to enhance creativity vs increasing efficiency20:42 - Why creativity still matters in the AI age23:41 - What skillsets does Adobe hire for in marketing?25:22 - The traits of the most successful CMOs28:55 - The company plan on a page30:49 - The power of repitition32:05 - Progress over perfection at Adobe33:14 - The two way door approach37:19 - The best advice Lara has ever recieved

  4. 13 Jul

    OpenAI on what every CMO needs to know about AI with BCG

    In this episode, Mark Abraham, Managing Director and Senior Partner at BCG, joins Elke Karskens, Head of International Marketing at OpenAI to explore how AI is already transforming marketing and what's coming next. We discuss OpenAI's remarkable growth, the launch of its first advertising campaign, and how marketers can prepare for a future where AI is embedded across every function. The conversation covers how brands can increase their visibility in ChatGPT, the opportunities created by tools like Codex, the skills tomorrow's CMOs will need, and why the real value of AI isn't just efficiency, it's effectiveness. This episode has been produced in partnership with BCG. Browse their CMO Report here:https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-reality Timestamps 00:00 - Start01:16 - Open AI’s meteoric rise02:07 - Breakthrough moments for OpenAI03:04 - How have Open AI scaled so quickly04:49 - What will be led by humans and what will be led by AI in 5 years06:09 - Open AI’s impressive first ad campaign08:32 - Launch of the Open AI advertising platform13:01 - How brands can rank in ChatGPT14:44 - How brands can use Codex17:44 - How do CMOs feel about AI19:34 - How do you deliver transformation with AI20:55 - What skillsets are going to be in demand for the future CMO23:29 - Which brands are using AI well today24:52 - What can we do with AI in a year from now we can’t do today?29:45 - Why BCG and Open AI work together30:53 - What don’t people understand about AI?35:11 - Efficiency and cost savings vs effectiveness in AI38:15 - Best advice you’ve ever been given

  5. 8 Jul

    Byron Sharp vs Mark Ritson - 5 big marketing truths we agree on

    For years, Mark Ritson and Byron Sharp have been two of the most influential and most opinionated voices in marketing. They've challenged each other's ideas, debated strategy, and helped shape how an entire generation of marketers thinks. Now, for the first time in more than a decade, at Cannes Lions, they sit down together to answer a simple question: what do they actually agree on? From How Brands Grow and the 95:5 rule to distinctiveness, the 4 Ps, mass marketing, luxury brands, purpose and AI, this conversation explores the fundamental marketing principles they both believe every marketer should understand. There are still plenty of disagreements (and more than a few jokes at each other's expense), but this is a rare opportunity to hear two of the industry's biggest thinkers build a shared foundation for modern marketing. This episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbook Timestamps 00:00:00 - Start00:00:40 - Teaser00:02:08 - Mark Ritson on Champagne00:03:42 - When did Mark and Byron meet00:05:36 - Why Byron and Mark are coming together after a decade00:07:25 - When Jon met Byron00:08:57 - Is AI more brand centric than humans?00:11:08 - Mark and Byron’s criticism on their Cannes talk00:12:49 - The problem with academia00:13:45 - What do marketers still not understand about How Brands Grow00:18:06 - You are not the customer00:20:56 - Distinctiveness vs relative differentiation00:28:45 - Why we need to control all 4 Ps00:33:10 - The 95:5 rule00:39:20 - Why Byron doesn’t like the term “Long Term”00:42:41 - The role of mass marketing00:46:40 - How to do mass marketing as a challenger brand00:53:45 - How long does it take to build a proper brand00:56:10 - What does Byron think of P&G00:58:47 - The power of distinctive brand assets01:03:42 - Why brand anniversaries are pointless01:04:40 - How luxury brands grow01:09:16 - The role of purpose01:16:58 - The dark lord of penetration01:18:17 - What pet name does Byron have for Mark01:23:17 - Closing remarks

  6. 6 Jul

    The Google approach to marketing in the age of AI (with Google and BCG)

    In this episode, Josh Spanier from Google and Lauren Wiener from BCG join us to discuss how AI is transforming marketing, organisations, and the role of the CMO. From navigating the AI hype cycle to building the right culture for change, they share practical advice for leaders trying to turn AI from a buzzword into a genuine competitive advantage. We also explore the future skills marketers will need, the changing role of agencies, why marketing should lead AI transformation, and where the industry is likely to be just 12 months from now. This episode has been produced in partnership with BCG. Browse their CMO Report here:https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-reality Timestamps 00:00 - Start01:52 - Where are we in the AI hype cycle04:48 - How are Google seeing AI impact businesses06:50 - The difference between the CMOs who are getting it right and wrong09:05 - The future of marketing in the age of AI10:48 - The skills of the future CMO16:41 - Why marketing needs to drive the change19:18 - Positive examples of AI24:01 - How do organisations make the change27:02 - When AI campaigns don’t go so well29:11 - How AI data will transform marketing30:13 - Dealing with higher expectations but less resource35:25 - The culture to enable successful AI transformation36:55 - The role of agencies in an AI world38:50 - AI predictions in 12 months40:23 - The best advice you’ve ever been given41:52 - Where will marketing be in 12 months

  7. 1 Jul

    The Startling Power of Surprise with Adam Morgan

    Adam Morgan, founder of eatbigfish and co-creator of The Cost of Dull, joins us to explore why surprise is one of the most powerful tools available to marketers. Drawing on new research unveiled at Cannes Lions, Adam and Jon explain the psychology behind surprise, the science of reward prediction error, and why memorable brands consistently give people more than they expect. We discuss the different types of surprise, why products need to live up to the expectations created by advertising, and examine some of the best examples of surprise in modern marketing from Aldi to Jaguar and beyond. Timestamps00:00 - Start01:58 - The surprising outcomes of Cost of Dull06:04 - The genesis of Cost of Dull09:01 - Why are we talking about surprise?10:08 - Why the best marketers look outside of marketing13:42 - What the data says about surprise15:50 - Reward prediction error17:26 - Why your product needs to exceed expectations set by your brand19:59 - The surprising power of giving people more than they expect21:48 - The two types of surprise25:00 - Adam’s favourite examples of surprise26:09 - Jon’s favourite example of surprise28:20 - Was Jaguar intentionally surprising?29:39 - Examples of long term surprise31:50 - Why Aldi are so successful at surprise34:28 - Why you need a system for your surprise38:15 - The right balance of surprise42:12 - When is shock necessary

  8. 24 Jun

    The real 4 P's of the CMO with Susan O'Brien (Just Eat)

    Suso O'Brien, former CMO of Just Eat, joins us to discuss what the role of the modern CMO really looks like. Drawing on her experience helping scale Just Eat and the findings from a new CMO survey conducted with TikTok, Suso argues that today's marketing leaders need a completely different set of priorities. We revisit the growth of Just Eat, the success of the iconic “Did Somebody Say…” campaign, and the role celebrity partnerships and sonic branding played in building the brand. But beyond the advertising, Suso shares why CMOs spend surprisingly little time on the work itself, why internal influence matters more than ever, and why managing expectations may be more important than managing brands. The conversation also explores the lack of marketing representation at the top of organisations, the pressures facing today's CMOs, and Suso's framework for leading people through her five Cs of great management. Timestamps 00:00 - Start02:52 - The food delivery category in 201604:05 - The role marketing played in the growth of Just Eat05:55 - Does “did somebody say?” translate globally?07:26 - The celebrity strategy behind Just Eat09:47 - The power of sonic branding12:12 - What impact did the campaign have vs other growth levers for Just Eat14:36 - CMOs rarely spend any time on the work17:28 - The real 4 Ps of the CMO19:06 - Discoveries from the CMO survey with TikTok20:56 - Why the lack of marketing representation at the top of companies is worrying22:00 - What skills are lacking in an organisation23:08 - The short term pressure on the CMO24:34 - How do you make the case to invest in long term28:20 - The power of compounding creativity29:04 - The CMO’s role is managing expectations, not brands30:04 - Why CMO’s need to persuade internal stakeholders36:10 - The #1 challenge CMO’s face40:58 - Suso’s hardest challenges as Just Eat CMO42:40 - Why Suso asked her colleagues for feedback when she left Just Eat44:17 - 5 C’s of great people management44:32 - 1: Care45:30 - 2: Clarity47:35 - 3. Calling it early49:12 - 4. The cost of comfort51:33 - 5: Constant feedback53:25 - Suso’s advice to future CMOs

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About

The Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice.

Information

  • Creator
    Jon Evans
  • Years Active
    2019 - 2026
  • Episodes
    279
  • Rating
    Explicit
  • Copyright
    © 2024 Uncensored CMO
  • Show Website
    Uncensored CMO

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