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.

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

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

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 Follow Jon Follow Fernando Watch UCMO on YouTube 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

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.