72 episodi

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

Uncensored CMO Jon Evans

    • Economia
    • 5,0 • 1 valutazione

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

    How not to plan - Les Binet & Sarah Carter

    How not to plan - Les Binet & Sarah Carter

    Les Binet and Sarah Carter are planning royalty. Starting out at the iconic BMP, the agency which evolved over time to become adam&eve today, they are the planners behind many famous campaigns. Not least John Lewis which lasted an impressive 14 years. A few years ago their popular myth busting column turned into the well known book ‘How Not to Plan’ taking conventional wisdom and turning it on its head. I catch up with the dynamic duo to pick their considerable brains on the topics they think marketers least understand.
    Talking points from this episode:

    The real godfather of effectiveness
    How John Lewis changed Christmas
    Les & Sarah pick a favourite ad
    Why vignette ads are a cop out
    What the John Lewis econometrics reveals about the campaign
    Why you should make people feel something not show them feeling
    Jon discovers the Long & the Short of it
    The best way to really upset Les
    That famous key visual
    Can you ever achieve both long & short at the same time
    Why consumers don’t give a s**t
    How myth busting inspired the book
    Being turned down by Marketing Week
    Why there are more P’s than Promotion
    How to involve planners early
    The BMP Philosophy of planning
    How not to get caught Short
    Why 60% of campaign results are long term
    How not to be consistent
    Knowing what to change and when to change it
    What advertisers can learn from designers
    A little plug for Orlando’s fluent device work
    It’s only advertising and no-one died
    The case for animals and music
    How not to make sense
    How not to change your pricing
    Why EPOS data switched spend from communication to price promotion
    Digital attribution is the new price promotion
    The more detailed the measurement the worse the marketing has got
    Jon shares his only Effie case study
    How not to be different
    Why how you say something matters more than what you say
    Les takes down the idea of loyalty
    The one topic which wasn’t covered in the book
    Finding things to get angry about

    • 1h 2 min
    Why every marketer should be more pirate - Sam Conniff

    Why every marketer should be more pirate - Sam Conniff

    In this episode I'm joined by Sam Conniff, the author of Be More Pirate, creator of Uncertainty Experts and stand-up comedian. I speak to Sam about what marketers can learn from the pirates (which is a genuinely interesting look back in time), how we can deal with uncertain times and find out what his best joke is in his new hobby, stand-up comedy.
    To win a copy of Sam's book, you just have to guess the number of books he's sold. Send me a message on LinkedIn with your guess.
    What we covered:

     Why hot pink is the colour of a punk rebellion
     Creating a challenger brand pirate operation inside a large soft drink company
     The fear and loneliness of the challenger
     Why piracy inspired a book about being an entrepreneur
     How today is like the golden age of privacy
     The forward thinking nature of Piracy that are relevant today
     How piracy is a creative rebellion
     Pioneering fair pay, equal relationships, insurance scheme, democratic process
     How the pirate flag became the worlds first super brand
     How ‘surrender or die’ was a very effective strap line
     Protecting the pirate brand guidelines
     The power of shared values in victory
     What do you do with no money
     Why values based results never materialised
     How fear drives decision making
     Navigating yourself off the map
     The pirates that work in the Navy
     How the pirate code ensured strong accountability
     The role of advertising in a post consumer society
     The fantasy of the ‘business plan’ compared to lived values
     What are you willing to fight for?
     The best modern day pirates
     How pirates end up becoming the navy
     Turning land-fill firehoses into luxury items
     The 5 Pirate Principles also known as the 5 ‘Rrrrr’s’
     The upheaval that led to becoming an expert on Uncertainty
     What you can learn from gang members in prison
     How the pandemic was predictable
     The truth in most situations is ‘I don’t know’
     There is discovery in doubt
     The profound impact of increasing your uncertainty tolerance
     Sam shares a surprising new talent

    • 1h 10 min
    How to build habit-forming products - Nir Eyal, Part 2

    How to build habit-forming products - Nir Eyal, Part 2

    Nir Eyal is back for the second part of this 2-part Uncensored CMO series. This episode, we talk about the book that made him famous - Hooked - and how you can apply habit-forming techniques to your own marketing work.
    Some more about Nir:Nir Eyal writes, consults, and teaches about the intersection of psychology, technology, and business. Nir previously taught as a Lecturer in Marketing at the Stanford Graduate School of Business and the Hasso Plattner Institute of Design at Stanford. 
    Nir co-founded and sold two tech companies since 2003 and was dubbed by The M.I.T. Technology Reviewas, “The Prophet of Habit-Forming Technology.” Bloomberg Businessweek wrote, “Nir Eyal is the habits guy. Want to understand how to get app users to come back again and again? Then Eyal is your man.”
    He is the author of two bestselling books, Hooked: How to Build Habit-Forming Products and Indistractable: How to Control Your Attention and Choose Your Life.

    • 46 min
    AdContrarian on why online advertising is a scam - Bob Hoffman

    AdContrarian on why online advertising is a scam - Bob Hoffman

    Bob Hoffman, the Ad Contrarian, speaks to the Uncensored CMO.

    • 55 min
    Indistractable: the marketer's secret weapon - Nir Eyal, Part 1

    Indistractable: the marketer's secret weapon - Nir Eyal, Part 1

    Nir Eyal is the author of Indistractable (and Hooked), so I caught up with him to find out how we can focus on the important tasks and not get distracted.

    • 54 min
    Mark Ritson's uncensored review of the best ads of 2022

    Mark Ritson's uncensored review of the best ads of 2022

    What were the best ads of 2022? I sit down with everyone's favourite uncensored marketing professor, Mark Ritson, to discuss.

    • 1h 21 min

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