Afleveringen
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Mr Bates vs The Post Office is a the most watched drama on ITV of all time. It's the extraordinary story of the greatest miscarriage of justice in British legal history, where hundreds of innocent sub-postmasters and postmistresses were wrongly accused of theft, fraud and false accounting due to a defective IT system. I speak to the producer of the show, Patrick Spence, to get a behind the scenes look at the drama, how it was discovered, how it was made and why the country rallied around Mr Bates.
Timestamps
00:00 - Intro
01:09 - The story of Mr Bates
05:33 - Having the film commissioned by ITV
08:59 - How true was the drama
12:04 - How big was the cover up at the Post Office
14:12 - How did this scandal happen
17:21 - Why some people pleaded guilty
19:36 - How has the show impacted real people
22:08 - Why no one has received compensation yet
24:46 - What awards has the show won
26:24 - The reaction from Fujitsu and the Post Office
31:53 - How has the drama translated globally? -
Mark Abraham leads Boston Consulting Groupâs Marketing, Sales & Pricing practice in North America. He also launched and leads the firmâs personalization capability. He has built some of the firmâs largest ventures and AI platforms, including Fabriq Personalization AI by BCG X, a personalization platform that accelerates personalization.
Mark coauthored the book Personalized: Customer Strategy in the Age of AI, which helps executives learn how to put personalization at the center of their strategy, accelerate growth, and capture their share of the $2 trillion personalization prize.
Timestamps
00:00 - Intro
00:49 - Why 2025 is the year of personalisation at scale
01:38 - When personalisation goes wrong
06:04 - Consumer data on our openness to personalisation
07:48 - The $2 trillion opportunity
10:08 - Who is doing personalisation well
14:27 - The competitive advantage of speed and scale
15:50 - How AI is driving personalisation forward
24:15 - The 5 areas to build the framework for personalisation
26:49 - How do you get information about your customer
31:53 - What is the most useful intelligence to gather
37:43 - How to make mass campaigns more targeted
42:36 - Some of the barriers to personalisation
50:19 - Why companies need to embrace AI
53:25 - Parting advice to people on implementing personalisation -
Zijn er afleveringen die ontbreken?
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It's our annual tradition to bring Sarah Carter and Les Binet, authors of How Not To Plan, onto the podcast to discuss the hot topics of the year and what marketers need to know in 2025. We've broken this episode into 8 key discussion points, including why consistent advertising is so effective, why the era of purpose is over and another year of the advertising industry needing to remember they are not the customer.
00:00:00 - Intro
00:00:55 - Reflecting on the agencyâs year
00:05:25 - Point 1: You are not the customer
00:19:51 - Point 2: Ignore Price at your peril
00:26:13 - Point 3: Consistency but not a lack of creativity
00:42:08 - Point 4: Never forget the eyeballs
00:50:48 - Point 5: Emotions arenât just about making people cry
00:55:08 - Point 6: Is the era of purpose over?
01:00:38 - Point 7: Donât just be in culture, stay in culture
01:03:48 - Point 8: Donât forget the power of Out of Home -
Ed Smith leads the Amazon mass marketing team in Europe. In this episode we talk about how Amazon create such emotional advertising, how they make such huge decisions in their marketing and what Ed thinks about consistency within the Amazon brand.
Timestamps
00:00 - Intro
00:48 - The top selling Amazon products at Christmas
02:53 - Edâs career journey to Amazon
09:08 - Amazonâs sledging grannies campaign (age representation)
14:49 - Why is Amazonâs advertising emotional
21:10 - Being consistent with your brand
24:39 - How Amazon make big decisions
28:27 - Managing the demand side of Amazon
29:30 - Amazonâs sustainability pledge
35:12 - The role of influencers at Amazon
38:56 - Culture at Amazon
46:42 - Edâs marketing predictions for 2025 -
Uncensored CMO Reloaded. This episode was first published in May 2021.
Rupert Howell is one of the founders of the iconic advertising agency HHCL & Partners. This is a bumper 2 hour episode, but I promise you it's worth it. We spend a lot of time actually talking about new business and the importance of winning pitches and growing customers. We also look at the campaigns that the HHCL created, where the ideas came from that inspired such iconic and effective work. And I think you'll find that quite revealing also how relationships are basically underpinned all of Rupert's success. Enjoy.
We covered so much ground in this bumper 2 hour episode, so here's the list of what we touched upon:
How Rupert made HHCL the best agency of the 90âsRuperts New Business Mantra â Honesty. Respect. Trust.Why saying âI donât knowâ and âwe got it wrongâ is so importantHow the agencyâs sole focus is Advertising but the Clients sole focus is the businessWhy new business should always be separate to the day to day account managementHow Rupert became âthe finest new business director of all timeâHow to win a pitch even after you have lost itWhy the pitch process begins with the phone call and only ends when its announced in CampaignThe sole purpose of the pitch is to win and not to solve the clients business problemWhy HHCL had a strike rate of 65% for new businessWhat the company annual report can tell you for the pitch processWhy you should try and get your customer promotedHow Carling Black Label inspired the most successful Tango Advertising of all timeHow Tango destroyed Fanta and forced Coke to withdraw it from the marketHow a call from a Surgeon led to the Tango Slap commercial being withdraw from marketWhy the â4th Emergency Serviceâ transformed The AA and how the bold idea was sold inHow spending time with an AA team out on a call led to the ideaThe importance of winning your internal teams and why they matter as much as your customersInterrogating the product until âit confesses its strengthâ Why the harder you practice the luckier you get is just as true for an agencyThe real hard yards of the start-up phase that meant not taking a day off in 3 yearsHow tabloids create controversy and how to respond to itWhy relationships are the secret to really succeeding in businessTurning down offers to sell the agency including a ÂŁ1million bribeWhy HHCL accepted an offer from Chime with the support from Sir Martin SorrellWhy so few agencies ever succeed after being acquired by a networkWhy HHCL was never the same after Rupert left and why he would never go backThe importance of timing for Founders handing over to the next generationDealing with bullies, bribary and negotiating an exit from McCann with a boat & DB9 as consolationWhich celebrities are still speaking to Rupert after he left ITVWhy social media is driven by click bait and negative headlinesWhy you should give up the news, except perhaps local newsThe Pros and Cons of a British free pressHow to get a non-exec role -
For a special Christmas edition of the Uncensored CMO, we've recorded a bonus episode of the Never Mind the Adverts podcast, featuring our good friend Orlando Wood. We talk about some breaking news, have some festive drinks and review some of the best Christmas Ads this year (yes, including that Coke ad). Enjoy.
Timestamps
00:00 - Intro
01:10 - The news
03:53 - Orlandoâs Christmas Stocking Fillers
09:06 - Drinks trolley
12:38 - Review of the 2024 Christmas Ads
16:45 - A break from the ads
21:03 - Name that ad -
Jess Myers CCO of The Very Group, returns to the podcast sharing the success of her role over the past year. We'll explore how Jess and her team navigates the crucial "Golden Quarter" leading up to Christmas, the importance of creative consistency, and the successes they've achieved by sticking with what works. Plus, we'll hear about the innovative launch of the Very Media Group and how their flamingo-themed campaigns resonate with customers.
Jess also sheds light on balancing commercial objectives with customer experience, fostering collaborative relationships, and the unique challenges of her executive role. Whether it's optimizing holiday ads or championing a vibrant company culture, Jessâs insights are sure to inspire.
Timestamps
00:00 - Start
01:07 - Jessâ custom merch for the podcast
02:07 - Jessâ review of the year at Very
04:28 - From Chief Marketing Officer to Chief Customer Officer - whatâs changed
06:17 - How marketers can thrive in the boardroom
08:53 - Embracing âhun cultureâ
12:35 - How important the golden quarter is for retailers
15:46 - Why Very chose the run the same campaign at Christmas
21:05 - Why short term is important in the Golden Quarter
23:57 - Very's Flamazing Flamingos as a fluent device
28:40 - Launching the Very Media Group
31:03 - Launching House of Flamingo
34:18 - Jessâ learnings from the last year at Very
35:45 - Making the most out of your agencies
39:29 - Closing thoughts -
In this episode, we're diving into a fascinating conversation with Sadira Furlow, known as the "Dean of Dopeness" at Tony's Chocolonely. We unpack Sadira's career journey from launching viral campaigns at PepsiCo to driving industry change at Tony's Chocolonely.
We'll explore her admiration for Tony's authentic mission, their innovative approach to storytelling, and how they're reshaping the chocolate industry. Sadira also opens up about her bold career moves, the lessons learned from transitioning between major brands and startups, and her commitment to making a meaningful impact.Timestamps
00:00 - Intro
01:37 - How Sadira discovered Tonyâs
02:01 - Why Sadira is known as the Dean of Dopeness
03:19 - Sadiraâs role at Pepsi; Puppy Monkey Baby and Mountain Dew
13:06 - From PepsiCo to a fintech (Happy Money)
16:03 - Making an impact in a product-led organisation
18:24 - Writing your own redundancy case
21:09 - Why Sadira took a 9 month Sabbatical
23:51 - How Sadira got the role at Tonyâs
28:11 - The commitment to being a change brand
29:55 - Working with constrained budgets
34:26 - The lawsuit for Tonyâs look alike bars
38:27 - The Tonyâs advent calendar that caused a stir
39:53 - Using fun and humour to tell a serious story
42:21 - In house vs agencies at Tonyâs
43:17 - Tonyâs collaboration with The Washington Post
44:25 - Custom branded Tonyâs Chocolonely bars
45:46 - The most successful campaigns for Tonyâs
47:45 - Where does the brand go from here?
49:55 - What has surprised Sadira most about the brand -
The marketing world has been dominated by the recent Jaguar rebrand. It's split opinion in the industry with many criticising the bold new approach with Jaguar's move to electrification. Rory Sutherland may be best positioned to give his thoughts on the change, as a six-time Jaguar owner and behavioural science expert. Rory comes at the rebrand with a more positive spin, suggesting that Jaguar needed to make a bold change in the new wave of electrification to save it's dying brand, and many of the critics have never owned a Jaguar and likely never will. As always, chatting with Rory is a lot of fun with many uncensored opinions.
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In the first of a two part special on one of my favourite challenger brands of all time, Tonyâs Chocolonely, I speak with their Chief Chocolonely (CEO), Douglas Lamont. Douglas is an expert in Challenger Brands, having previously led Innocent Smoothie for 15 years, guiding them through their acquisition by Coca-Cola and subsequent scaling. In this episode, we'll explore the delicate balance between maintaining a strong mission and driving business growth. Douglas also shares insights into Tony's dedicated efforts to eradicate child labor, pay fair wages, and maintain transparency in their cocoa sourcing, all while making their chocolate appealing and fun for consumers.
Tune in next week for an interview with Tony's Dean of Dopeness, Sadira E. Furlow (aka their Chief Brand Officer), to find out exactly what it takes to grow a brand like Tony's.
Timestamps
00:00 - Start
01:38 - Douglasâ journey to CEO at Innocent Smoothies
06:36 - Lessons on how to scale up at Innocent
12:47 - Why Coke kept Innocent independent
15:03 - Innocentâs approach to launching new products
21:52 - Why Douglas moved to Tonyâs Chocolonely
24:22 - Tonyâs Chocolonely origin story
28:29 - Why is Tonyâs chocolate so good
29:42 - The B2B side of Tonyâs Chocolonely
32:56 - Is it more expensive to be a change brand?
34:03 - Balancing a serious mission with a fun brand
35:53 - Why Tonyâs is so transparent
41:48 - Tonyâs international expansion
44:38 - Challenges of being in the biggest retailer in the US
47:35 - Lessons as a CMO
51:33 - Creating the culture at Tonyâs -
In this episode, we dive into the fascinating world of digital retail and YouTube with our special guest, Sophie Neary, Retail MD at Google. We explore studies comparing rational and emotional advertising, uncover the power of YouTube in capturing audience attention, and discuss the vital role of creativity in ad success, even in the age of AI.
Sophie shares insights from her extensive career, including her pivotal role in transforming Boots' digital presence and launching successful campaigns like Fenty beauty. We'll also cover trends shaping the future of retail, such as the impact of Cyber Monday falling in December for the first time in five years and retailers leveraging "Fake Friday" to boost profits.
Additionally, we'll touch on the evolving dynamics of YouTube creators, the significance of emotional engagement in content, and innovative advertising strategies. Plus, we'll delve into the limitless curiosity driving the continuous evolution of Google Search and the role of AI in shaping marketing strategies.
Timestamps
00:00 - Intro
00:46 - Sophieâs career history
04:12 - Sophieâs time at Jack Wills
06:14 - Sophieâs job at Boots
09:26 - Top 2 retail trends from Google Search
11:50 - How Google Search has evolved over the years
18:12 - How to take advantage of insights from search
23:10 - What Google Trends tells us about Black Friday
29:51 - How retailers can go up against Amazon
31:48 - Is YouTube going to replace TV?
37:01 - Trends in formats for YouTube, short vs long
41:35 - How YouTube empowers creators (Chicken Shop Date)
47:19 - How advertisers can make the most out of YouTube
52:36 - Advice on how to grow a podcast on YouTube
55:00 - The greatest gift AI can give to humanity -
In this episode, we're going to be talking about Compound Creativity, a new report by System1 in partnership with the IPA showing how being consistent with your creative compounds over time. I'm speaking with the author of the report, Andrew Tindall, who explains the core facets of the report and shares some fascinating statistics on the impact of creative consistency.
And in a double bill, I'm also joined also joined by Dom Dwight, from Yorkshire Tea, and Vickie Ridley, from their partner agency Lucky Generals. Yorkshire Tea have been putting the principles of compound creativity to practice over many years and have been hugely successful as a result. So not only are we talking about the data, we're also talking about the practice.
Download the Compound Creativity report here.
Part 1 with Andrew Tindall
00:00 - Intro
00:58 - Launching the Compound Creativity report
01:35 - Coming up with the right name for Compound Creativity
02:52 - The building blocks of consistency
05:13 - The value of being consistent
08:04 - How compounding helps wear in
09:25 - Power of fluent devices
12:14 - Collaborating with the IPA for the business effects data
15:00 - Donât fire your agency
16:39 - The 5 most consistent brandsPart 2 with Dom Dwight and Vickie Ridley of Yorkshire Tea
18:29 - Intro to Lucky Generals and Yorkshire Tea
19:25 - Dom Dwightâs history with Yorkshire Tea
22:28 - Where did the âdoing things properâ idea originate
25:31 - Narrowing 17 ideas down to 3
26:19 - How to use celebrities well in advertising
29:57 - Yorkshire Tea Ad with Sean Bean
32:06 - Yorkshire Tea Ad with Kaiser Chiefs
38:03 - How does the campaign work across channels
42:24 - Key to a successful client agency relationship
48:37 - The results of Yorkshire Teaâs compounding creativity
52:56 - Advice to clients to get the most out of their agency -
Mark Ritson is back on the podcast for a review of the most read stories this year. We debate if Liquid Death is more than just water in a can, why Nikeâs focus on DTC was a mistake and what we can all learn from KitKatâs perfect positioning. Recorded in a pub in London, expect some uncensored opinions from everyoneâs favourite marketing professor.
00:00 - Start
05:40 - Mark #5: Brand purpose doesnât need a commercial excuse
14:13 - Jon #5: Liquid death article
21:15 - Mark #4: There's no such thing as performance branding
25:47 - Jon #4: Nike Winning isnât for everybody
29:07 - Mark #3: KitKat's perfect positioning
34:33 - Jon #3: Compounding interest, relationships and creativity
39:55 - Mark #2: Why Liquid Death are running into trouble
45:42 - Jon #2: Outrage is the new s*x in marketing
48:32 - Ritson #1: Nikeâs biggest mistake
52:44 - Jon #1: Airbnbâs focus on brand -
Chris Baker is an award-winning advertising and social change strategist turned entrepreneur. He is the Founder & CEO of Serious Tissues, a toilet roll brand that fights climate change and deforestation by planting trees with every sale. Over 1.2m trees have been planted in just three years. He is also the Co-Founder of Change Please, a coffee brand that has helped hundreds of homeless people off the streets by training them as baristas, and is available in 23 countries. Change Please was named the Worldâs Leading Social Enterprise in 2018 and in Marketing Weekâs 100 Most Disruptive Brands in the World. He has spent 20 years working on the worldâs biggest brands including Unilever, Pepsico, Boots, Sky and Alpro whilst winning over 100 strategic and creative awards along the way.
Find out more about Chris' book, Obsolete, here:
https://www.bloomsbury.com/uk/obsolete-9781399416658/00:00 - Intro
02:09 - The premise of his book
04:27 - Why Chris called the book Obsolete
06:41 - Making positive change with small businesses
18:32 - Being inspired by change brands
21:53 - How to win against established brands
27:03 - The advantages of purpose
29:31 - How Chris started Change Please
32:48 - Measuring the impact of Change Please
36:28 - How change brands can be distinctive
40:14 - Why Tonyâs Chocolonely are making an impact
42:06 - Putting change ahead of profits
47:06 - Applying a change mindset to other industries
49:37 - Making an impact commercially and with purpose
52:55 - How Serious Tissues started
55:53 - The power of partnerships
57:49 - Chrisâ biggest takeaway from writing Obsolete -
Elfried Samba is CEO of Butterfly 3ffect. Samba immigrated from D.R. Congo to the UK at age 14 before rising to prominence in the Social media space through his work at global fitness brand, Gymshark.
Timestamps
00:00:00 - Intro00:00:52 - Why Elfried Samba wears a hat00:03:49 - Elfriedâs dissertation on social media00:10:23 - The skills most in demand in 202400:12:36 - Elfriedâs early work at Gymshark00:21:11 - The challenges of scaling up00:26:23 - Elfriedâs approach to personal growth00:36:01 - How Elfried approaches finding talented people00:41:59 - Why Elfried left Gymshark00:49:26 - Scaling through influencers and community01:00:52 - Power of personal brands -
Mark Ritson is back and has convinced me to record in a pub, talking about the top 10 beer ads of all time (while drinking beer) - what could go wrong? We break down some classic ads from Heineken & Stella, Super Bowl hits from Michelob & Sam Adams and round off drinking Britain's favourite pint.
Timestamps
00:00 - Intro00:27 - The idea for the beer podcast04:16 - Ad 10: Budweiser08:24 - Ad 9: Budweiser10:43 - Ad 8: Heineken13:56 - Ad 7: Stella Artois18:30 - Ad 6: Corona21:46 - Ad 5: Michelob Ultra25:17 - Ad 4: Carlsberg29:10 - Ad 3: Sam Adams36:36 - Ad 2: Guinness46:05 - Ad 1: HeinekenTop 10 Ranking (with System1 Test Your Ad Report)
HEINEKEN DANIEL CRAIG VS JAMES BOND (5.6)GUINNESS IN THIS TOGETHER (5.3)BOSTON BEER SAM ADAMS YOUR COUSIN FROM BOSTON (4.9)CARLSBERG THE SEAL (4.9)MICHELOB ULTRA MESSI SUPERBOWL AD (4.8)CORONA TINY UMBRELLAS (4.8)STELLA ARTOIS REASSURINGLY EXPENSIVE (4.6)HEINEKEN WATER IN MAJORCA (4.5)BUDWEISER WHASSUP (4.3)BUDWEISER OLD SCHOOL DELIVERY (4.2) -
Kerris Bright is the Chief Customer Officer at the BBC. She was previously Chief Marketing Officer at Virgin Media.
She is a highly experienced leader, bringing a customer-centred, data driven approach to setting marketing strategy and executing with creative flair. Before Virgin, she held senior marketing positions at British Airways, ICI Paints and Unilever. While at British Airways, she spearheaded the development of âTo Fly: To Serveâ, a new purpose for the organisation and a multi-platform campaign and at ICI Paints she transformed the company from a âmulti-localâ to global brand building organisation. After gaining a PhD in molecular neuroscience from the University of Sussex, she began her career in marketing as a graduate trainee at Unilever.
Timestamps00:00:00 - Intro
00:00:26 - Why Kerris has a PHD in molecular neuroscience
00:04:04 - Getting marketing training at Unilever
00:09:56 - From Unilever to joining Dulux in crisis
00:18:33 - How marketers can work closely with commercial teams
00:22:12 - Purpose led campaigns
00:31:36 - Lessons from Kerrisâ time in Private Equity
00:42:06 - From British Airways to Virgin
00:48:42 - Kerrisâ role at the BBC
00:58:32 - The power of the BBCâs editorial independence
01:01:05 - Marketing the BBC
01:05:20 - How the BBC makes engaging content
01:08:13 - Kerrisâ advice to aspiring marketers -
The NFL is one of the biggest sporting entities in the world and it's reaching the biggest audiences it ever has. So in this episode, I'm joined by their CMO Tim Ellis, and Glenn Cole, co-founder of 72andSunny, their agency partner. We talk about the secrets behind a successful 7 year agency-client relationship, how to consistently make groundbreaking, emotional work, and what it takes to create a leading Super Bowl campaign.
Timestamps
00:00 - Intro
00:43 - Tim Ellis career journey
01:51 - How Tim met Glenn from 72andSunny
04:20 - Secret to a successful client agency relationship
08:21 - The compounding effect of a long term agency relationship
11:51 - Helmets off strategy
15:09 - You canât make this stuff up campaign
17:40 - This is Football Country campaign
24:41 - Growing the audience for the NFL
27:22 - The Taylor Swift effect
34:32 - The growth of flag Football
39:30 - Growing the sport internationally
42:35 - How to make a great Super Bowl ad
49:07 - The power of emotion in advertising -
In this episode, we're talking about one of my favourite subjects; innovation. And who better to talk about it with than Mauro Porcini, who's the Chief Design Officer at PepsiCo, who is also the author of âThe Human Side of Innovationâ. We talk about what it takes to make innovation that succeeds, and importantly, what characteristics of people can make innovation that works, (and he really knows, because if you've read the book, there are 24 characteristics that he talks about that are essential).
Timestamps
00:00 - Intro
00:56 - The office of Pepsiâs Chief Design Officer
02:56 - How Mauro got into design
07:01 - Why you need to focus on people when innovating
16:29 - Why so many innovations fail
23:17 - Hiring the right people to foster innovation
25:42 - Key characteristics of successful innovators
33:50 - How to inspire kindness, optimism and curiosity
40:27 - Finding the balance in character traits
47:58 - The ideal recipe for innovation
51:26 - How to cultivate happiness at work
55:10 - Fighting the dictatorship of normal
57:00 - Pepsi Rebrand -
Today I'm speaking with one of the most awarded creatives on the planet, David Droga, founder of iconic agency Droga5, and now CEO of Accenture Song, one of the largest creative groups in the world. Described by David himself as "therapy", this conversation spans topics from his start as life as a copywriter, how he created some of the most creative work on the planet and what it's like to transition from a creative to a CEO.
00:00 - Intro
01:58 - How David Droga got into advertising
07:36 - Working at Saatchi and Saatchi Singapore
12:19 - Pushing boundaries and making yourself uncomfortable
14:29 - Moving to Saatchi London
20:32 - Why David Droga started Droga5
25:55 - Droga5âs first campaign for Marc Ecko
31:23 - The first idea Droga5 presented: GE Olympics Campaign
38:30 - Drogaâs Unicef campaign
43:25 - Drogaâs Newcastle Brown Ale work
46:25 - Huggies Super Bowl Ad
48:44 - The Coinbase QR Code Super Bowl ad
52:22 - Characteristics of the best CMOâs Droga has worked with
56:23 - What itâs like being CEO of Accenture Song - Laat meer zien
