Uncensored CMO

Jon Evans
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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. FA 4 DIES

    From idea to £25m exit - Jimmy's Iced Coffee Founder, Jim Cregan

    Jim Cregan built Jimmy’s Iced Coffee from scratch, spotting an untapped market, designing a product that stood out, and making its way onto the shelves of Selfridges in just 4 months. In this episode, Jim shares the founding story, the thinking behind Jimmy’s distinctive “BottleCan” packaging, and how personal touches and relentless energy helped build a brand people loved. We also dive into retail strategy, going direct-to-consumer, treating suppliers as humans, and how the £25m exit to Britvic finally came together. Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 00:00 - Start00:59 - The founding story of Jimmy’s Iced Coffee06:04 - The iced coffee market at the time09:44 - How Jimmy designed and packaged the product12:21 - Why Jimmy’s is in “Cottles” or “BottleCans”19:56 - How Jimmy’s got into Selfridges 4 months after launching20:50 - Hustling their way into Whole Foods and other stores26:58 - How Jimmy’s got a listing in Tesco28:05 - Treating suppliers like humans31:15 - Choosing to go Direct to Consumer in addition to retail32:53 - Adding the personal details that matter34:20 - How Jim marketed Jimmy’s Iced Coffee39:39 - Jim’s advice to aspiring founders41:57 - How the £25m exit to Britvic happened

    49 min

  2. FA 6 DIES

    What is Marketing? Part 2: Marketing is Poetry with Kory Marchisotto [Uncensored Renegades]

    How do you distil something as complex as marketing into something simple? In this special episode of Uncensored Renegades, Kory delivers a powerful seven-minute poem (originally written as a pattern-disrupting acceptance speech) that captures the emotional weight, pressure, and responsibility of modern marketing leadership. Born from a flash of inspiration at an AC/DC concert, the poem explores the trials of being a CMO, the burden of accountability, and the mental fortitude required to lead. After the performance, Jon reacts candidly, unpacking the themes of ownership, bravery, and the uncomfortable truth that in leadership, pretty much everything is down to you. Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start00:28 - Why marketing is poetry to Kory02:25 - Where did Kory’s love for poetry start?03:58 - How poetry makes complex things simple04:56 - Why Kory wrote a poem and not an acceptance speech12:29 - Kory Marchisotto’s marketing poem19:43 - Jon reacts to Kory’s poem21:04 - The power of mental fortitude24:34 - Pretty much everything is down to you, and you alone26:45 - You don’t have to have all the answers28:05 - Seek out what you don’t know

    32 min

  3. 18 DE FEBR.

    Why Marketers Don’t Make the Boardroom - Thomas Barta

    Thomas Barta is one of the world’s leading experts on marketing leadership. A former McKinsey partner, CEO of the Marketing Leadership Institute, and co-author of The 12 Powers of a Marketing Leader, Thomas has studied what makes CMOs successful through the largest global research project of its kind, over 68,000 leadership assessments. In this episode, we explore what CEOs really expect from CMOs, why so few marketers make it to the boardroom, and what needs to change if marketing is to lead growth again. Thomas shares practical tactics for building stronger CFO relationships, acting with more bravery, and avoiding the “safe” behaviours that quietly kill careers. A must-listen for any marketer serious about leadership. Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 Timestamps 00:00 - Intro00:43 - How Thomas Barta got into marketing02:24 - The surprising thing about marketing at the board level03:52 - What is the CEO looking for a CMO to deliver04:41 - Why are there so few marketers in the boardroom08:38 - What tactics should marketers use to make sure they are delivering growth11:20 - How can CMOs build the relationship with their CFO12:53 - CMO Tenure - is it going up or down?18:59 - What do CMOs need to change?21:13 - Fitting in is the safest way to fail28:11 - The bravery formula29:48 - Why you need to act quickly31:07 - Confessions of a CMO

    38 min
  4. How to win a Cannes Lion with Kory Marchisotto [Uncensored Renegades]

    16 DE FEBR.

    How to win a Cannes Lion with Kory Marchisotto [Uncensored Renegades]

    With Cannes Lions deadlines looming, Jon and Kory dive into what it really takes to pitch, and win, at Cannes. We recorded this episode on the final day of Cannes 2025, with Kory in the thick of e.l.f’s "So Many D*cks" campaign submission for both a Glass and Titanium Lion. With the experience fresh in her mind, she breaks down the realities of the process. Jon brings a different perspective, reflecting on his own Bronze and Silver Lion wins from years past, and the hard-earned lessons that came with them. This is an episode of the Uncensored Renegades podcast. We'll only be posting a few more episodes of Renegades on this feed. To hear episodes of this new show, subscribe in your podcast app of choice: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Intro 00:49 - The pitching process for a Cannes Lion 03:14 - The pitch process for a Glass Lion 06:51 - The power of the Pratfall Effect 08:39 - Pitching for a Titanium Lion 10:41 - Jon’s tips from winning his Silver and Bronze Lions 12:17 - Audience before content 14:14 - How to make your campaign interesting (and not dull) 16:25 - How e.l.f. makes their campaigns interesting 18:58 - How to hack your campaign; babies or animals

    21 min

  5. 11 DE FEBR.

    Syl Saller CBE on balancing life, leadership & making the right career moves

    Syl Saller CBE is one of the most respected marketing leaders of her generation. Former Global Chief Marketing and Innovation Officer at Diageo, Syl helped lead a FTSE 10 business with more than 200 brands across 180 countries. Today, she’s an executive coach and mentor, President of The Marketing Society, and works closely with C-suite leaders to develop the next generation of marketing leadership. In this episode, Syl shares what the CMO role at Diageo is really like, how to build strong relationships with CEOs and boards, and how to navigate imposter syndrome, difficult conversations, and career-defining moments. We also discuss why she left Diageo, what she’d do differently looking back, and the leadership lessons she now passes on to others. Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 Timestamps 00:00 - Intro00:53 - What’s a CMO role at Diageo really like?02:56 - How to have difficult conversations03:59 - Whats it like being on the board of Diageo?05:04 - Working with Sir Ivan Menezes, legendary Diageo CEO09:10 - How to foster a great relationship with your CEO12:38 - How Syl Saller’s childhood shaped her into the leader she is today18:57 - What would Syl Saller do differently in her career21:29 - How to deal with imposter syndrome as a leader25:31 - How to figure out your life and career plan28:08 - The toolkit for planning success31:40 - Why the challenging moments in life can have the best outcomes34:17 - Maintaining a good work life balance with a senior job38:51 - Why Syl left Diageo in 202040:11 - Why Syl Saller became a leadership coach after leaving Diageo43:10 - Three bits of leadership advice from Syl Saller

    47 min
  6. What is Marketing? With Kory Marchisotto [Uncensored Renegades]

    9 DE FEBR.

    What is Marketing? With Kory Marchisotto [Uncensored Renegades]

    This is an episode of the Uncensored Renegades podcast. To hear episodes of this new show, subscribe here: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c When you define any other business function, the answer is simple. What is finance? What is HR? What is IT? When you ask, what is marketing? The answer is broad. Is it sales? Is it storytelling? Is it brand? In this episode, Kory and Jon dig into some of the words used to define marketing and decrypt some of the findings. Timestamps 00:00 - Intro00:15 - Why is marketing hard to define?04:35 - Why brand is so important08:36 - How your brand shows up when hiring people10:36 - The words that describe marketing14:47 - Do marketers neglect the role of strategy?17:25 - The most surprising words that define marketing18:39 - The power of storytelling

    22 min

  7. 4 DE FEBR.

    How Brewdog built a £billion beer brand - James Watt

    The last time I spoke to today's guest, James Watt, he fired me. It's the first thing we talk about in the episode, but I have nothing but respect for the man who built Brewdog into the Unicorn it is today. Through their impressive marketing stunts, focus on product quality and immense speed of execution, Brewdog successfully took on the beer behemoths and solidified its place in the industry. In this episode we talk about why James made a mistake hiring an executive team (including me), how they convinced a bank to give them a loan in the global financial crisis and how he almost lost £50m to a Russian bank account. Now, James has launched a new venture, Social Tip, a new way brands can connect with consumers. Sign up to our live event, The Calling, on April 21st here:https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 Timestamps 00:00 - Intro00:58 - Why did James fire Jon?01:56 - Being in the detail and close to the customer06:07 - Brewdog founding story: how they got funding08:54 - Why Brewdog is so passionate about making a great product13:07 - How Brewdog won their Tesco listing15:58 - How a Tesco listing transformed Brewdog17:37 - The secret to an overnight success20:22 - Why constraints led to great marketing for Brewdog22:09 - Examples of Brewdog’s incredible marketing stunts27:43 - Why James changed his name to Elvis29:28 - Collaborating with copycats: launching ALD IPA31:14 - When marketing stunts go wrong33:28 - How James almost lost £50 million37:48 - James Watt’s favourite business books41:17 - How James Watt felt when he left Brewdog43:01 - Leadership lessons from James Watt about scaling46:05 - Dealing with public scrutiny47:26 - Why James started his new business: Social Tip54:03 - How to pitch your business to James Watt

    58 min
  8. Why you need to know your e.l.f.ing numbers with Kory Marchisotto [Uncensored Renegades]

    2 DE FEBR.

    Why you need to know your e.l.f.ing numbers with Kory Marchisotto [Uncensored Renegades]

    This is the first episode of the Uncensored Renegades podcast. To hear episodes of this new show, subscribe here: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Know your e.l.f.ing numbers - it's your responsibility as a leader. Jon and Kory share stories of when this has helped them in roles, and share advice on how CMOs can be successful in getting more budget, taking bigger risks and, ultimately, grow the brand (for 25 consecutive quarters in Kory’s case). Timestamps 00:00 - Intro00:34 - You just do the cutting, sticking and colouring in01:42 - Why knowing your numbers is so important for CMOs05:25 - Making the case for long term marketing investment08:10 - Why CMOs need to earn the right to take risks12:05 - Managing internal politics in the c-suite15:16 - Kory’s formula to create successful work

    20 min
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Informació

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

Fitxa tècnica

  • Creació
    Jon Evans
  • Anys en actiu
    2019 - 2026
  • Episodis
    245
  • Qualificació
    Apte
  • Copyright
    © 2024 Uncensored CMO
  • Lloc web del programa
    Uncensored CMO

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