The Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice. More
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Managing the worlds largest drinks brands (Guinness, Johnnie Walker, Smirnoff & more) - Ed Pilkington, CMO Diageo NA
Edward Pilkington is the Chief Marketing & Innovation Officer at Diageo North America, managing a portfolio of the biggest brands in the world, including Guinness, Johnnie Walker, Baileys, Smirnoff and more. If theres anyone that understands how to run marketing for huge brands, it's Ed, and he certainly brings his wealth of experience to this conversation.
31/05/2023
45:32
How Google put humanity into technology - Nishma Robb, Google UK
Nishma is responsible for leading brand and reputation marketing for Google in the UK. She has led many of Google’s acclaimed projects and campaigns including Digital Garage, This is My YouTube, the Google Executive Summit, Brandcast, ThinkwithGoogle and Be Internet Legends. Nishma is a Board Director at the School of Marketing and is proud to be a Fellow of the Marketing Society. Her accolades include Ad Age’s Woman to Watch, Europe (2018), Campaign A List (2017, 2018 and 2019), Drum Digerati and was recognised in the Hospital Group’s h100 list as one of the most influential and innovative people in the UK’s creative industry. When she’s not looking after her twins or at work, you’ll find her in sparkly shoes dancing in the sun or under the stars!Talking points00:00 Intro00:32 The inspiration behind MadWomen04:18 How Teletext was the Google before Google07:54 The responsibility of managing the Google brand12:20 How Google makes you look clever13:30 What search reveals about humanity16:08 "It’s Ok to Ask" campaign with Uncommon17:59 Why Marcus Rashford helping out with the campaign20:37 It’s not what we ask it’s what we do with the answers20:47 The role of humanity in Google's work24:05 Why we shouldn't just sell cheese26:01 How the Google Pixel phone makes technology accessible to new audiences30:17 CODA, How Google helped people understand the life of someone with two deaf parents34:02 How diverse advertising unites the audience36:40 Telling one person's story well39:40 Diversity and representation in media42:28 How technology democratises the ability for creators to get funded46:54 Creating the worlds first augmented reality brand48:00 Top tips for YouTube creators50:20 How creators and collaborators can grow your brand51:05 The role of AI to democratise tech53:13 Advice for advertisers using YouTube58:01 The surprising effectiveness of brand building style advertising in digital01:00:35 Nishma’s biggest ever failure01:02:36 Outro
24/05/2023
1:03:06
How to really understand your audience - Yusuf Chuku, NBCUniversal
Yusuf has worked across most flavors of planning and strategy making him one of the few genuine hybrid strategists. His experience spans a number of the world’s leading corporations including Microsoft, BMW, Samsung, Kimberley-Clark, Kraft and Verizon. He is currently EVP, Client Strategy at NBCUniversal.
Early ambition to become a city trader
Falling into media planning
Wearing trainers to work
Selling the internet in 1995
Crossing the creative and media divide
Why all things are not equal
The birth of planning
Why so many Englishmen end up in New York
Why 90’s sitcoms are still so popular
The power of stories to attract a global audience
The special relationship between audience and programming
The 3 aspects of Fandom
98% of commercial airtime is as engaging as the content
Pricing media based on emotion
Reflecting people identity on screen
Satisfying cultural curiosity
The representation hierarchy
The diversity divided when people feel seen
The power of empathy to connect with audiences
How empathy and sympathy are different things
17/05/2023
36:47
From Mouldy Whoppers to Old Age Cows - Fernando Machado, NotCo CMO
Today I'm joined by one of the most influential and successful CMOs on the planet, Fernando Machado, of legendary Burger King fame. He went on to work at Activision and now is CMO at NotCo.Fernando is a creative genuis, he's been awarded many, many times I've started to lose count (over 200 Cannes Lions). I wanted to catch up with Fernando and find out what makes a great creative marketer, was that "Mouldy Whopper" campaign actually worth it, and why did they sponsor a low league English football team? We also talk about what is he doing now working for a plant-based company and how AI plays a crucial role for them.Links
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Topics covered:
What makes an influential CMO
The culture that leads to award winning work
The importance of influencing an organisation QUOTE
The two hidden P’s of the CMO
The importance of a shared creative ambition
Why shared values and purposes is so important
What it takes to create award winning work QUOTE
Why is takes time to build up the credibility to take risks
Why huge failures are similar to most campaigns QUOTE
If your creative isn’t noticed everything else is academic
Why attracting the best creative talent means committing to bold work
The more creative work you do the more creative you are likely to get
When you have a smaller budget you have to get more creative
Sharing the results for Mouldy Whopper in public to address the critics
Where the idea for the Mouldy Whopper came from QUOTE
What Fernando learnt at Activision Blizzard
The power of networking in finding a perfect role
The biggest challenge facing NotCo
Why the best creative work gets done on small budgets
How AI is accelerating the development of plant based products
How AI beat the Nike design department
How AI created the most average Pizza advert
Why the brief matters when using AI QUOTE
From curation to creative, why AI is a tool and not a replacement of the marketing function
Why Notco is advertising old animals
Think of a colour that doesn’t exist
The one piece of advice for marketers
10/05/2023
46:56
Mastering the client-agency relationship - Richard Warren, prev. Lloyds Banking Group & Lowe
Richard Warren has spent his career working in and growing agencies, but most recently has worked in house at one of the UK's largest banking group, Lloyds. In 2000 Richard founded DLKW as Director of Strategy, which grew to become the the UK’s largest independent agency, before merging with Lowe in 2010. As someone who has spent time on both sides, I wanted to catch up with Richard to find out how to make the most of the agency-client relationship.