Uncensored CMO

Global Brand Director at Guinness, Stephen O'Kelly, shares insights on brand legacy, storytelling, and marketing strategies. Topics include family ties to the company, cultural significance of Guinness, myth of Dublin tasting better, empowering women's sports, compliance in marketing, and creating successful ad campaigns for non-alcoholic Guinness.

Copywriting expert Vikki Ross shares insights on great copy principles, real ad analysis in Copy Safari, examples of effective copy, and discusses if AI will replace copywriters. Includes tips for aspiring copywriters and the importance of a good brief.

Exploring the power of creativity in advertising effectiveness with Cadbury's success. Discussion on distinctive assets, balancing creativity and data, best ads, targeting strategies, and the evolving landscape of brand campaigns. Emphasis on storytelling, emotional engagement, and the importance of creativity in advertising success.

Mike Cessario, founder and CEO of Liquid Death, shares his journey of creating a billion-dollar water brand with a punk rock ethos. He discusses how his outsider perspective led to innovative marketing strategies that disrupted the beverage industry, despite facing large competitors like Coke and Pepsi. Mike details his unconventional approach to brand development, from launching a viral pre-product campaign to leveraging direct-to-consumer sales. He also emphasizes the power of creativity on a budget and the importance of maintaining a challenger spirit in business.

As Chief Marketing Officer, Michelle Taite leads Intuit Mailchimp’s Marketing teams and is responsible for the business’ end-to-end brand, acquisition, performance, product, and lifecycle marketing activities globally in addition to Mailchimp's in-house creative agency Wink. Joining just after Mailchimp's $12b acquisition, Michelle had the task of integrating their marketing into the wider Intuit team.Intro00:00 - Intro00:48 - Starting out desigining sneakers02:39 - From New Balance to Unilever04:13 - Doing purpose work for Dove05:15 - Michelle’s favourite work at Unilever06:27 - From CPG to SaaS09:29 - What is Mailchimp and why is it successful11:06 - Staying close to the customer13:26 - How to market to marketers14:54 - Email is not dead16:15 - Integrating an acquired company20:40 - Performance vs brand marketing25:16 - How AI will enhance creativity29:20 - Mailchimp's distinctive assets33:21 - How marketing influences the product35:56 - How to market to marketers38:35 - Obsessing about the 95% not in market40:45 - Top CMO advice from Michelle

Exploring the power of emotional advertising at Amazon, the role of a Chief Creative Officer, creating inclusive advertising, managing global creative teams, making Super Bowl ads, innovation within Amazon, simplifying complex creative ideas, and using AI in marketing.

Janice Mackintosh, Marketing Director at Whyte and Mackay, and Jon Gledstone, CCO at Mr President, discuss the launch of The Woodsman's 'Well Earned' campaign featuring brand character Barry the Beaver. They touch on challenging Whisky conventions, standing out in a crowded market, balancing demand and supply, overcoming perception barriers, and the importance of craft in advertising. The duo also delve into generating buzz with humor, staying compliant with regulations, and the role of a good client-agency relationship in campaign success.

Bozoma Saint John, former Netflix CMO, shares her inspiring journey of overcoming tragedy. Topics include writing her emotional book, encountering Spike Lee, making decisions based on intuition, leading marketing at large organizations, managing relationships with CEOs and CFOs, and making the choice to change her life.

In this episode of the Uncensored CMO, Ricardo Marques, VP of Marketing for Michelob ULTRA, shares his insights on Super Bowl advertising. He discusses the significance of the Super Bowl for advertisers, Michelob's Super Bowl history, and reveals details about their 2024 Super Bowl ad featuring Leo Messi. Ricardo also talks about the creative process, evaluating the worth of a Super Bowl ad, and the involvement of distributors in the process.

Jessica Myers, CMO of Very, discusses the challenges of transitioning from big brands to a challenger brand in the retail market. She highlights the importance of understanding your customer, nailing positioning, and testing creative. The podcast also shares insights into the creation of Very's new fluent device, the pink flamingoes, and the future of the brand.