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Uncensored CMO: Daily Summaries Delivered
by Jon Evans
The Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice.
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- Yesterday1h 3m
20 years of challenger brand lessons with Auto & General CMO, Jonathan Kerr
Jonathan Kerr, CMO of Auto & General, joins us to explore how one of Australia's most successful challenger brands has built sustained growth by combining strong marketing fundamentals with relentless execution.From creating a role for himself at Auto & General to helping Budget Direct become one of the country's fastest-growing insurance brands, Jonathan shares why product should always come before growth, how marketers can take greater ownership of the 4 Ps, and what insurance consistently gets right about creativity. We also discuss the power of distinctive brand characters, audio branding, in-house creative teams and a media strategy designed to maximise long-term effectiveness.Useful linksThis episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbookFind about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeoTimestamps00:00:00 - Start00:01:41 - How Jonathan found out about Auto and General00:03:31 - How Jonathan created a new role for himself00:06:58 - How to balance low price with great product00:10:36 - Market share growth for Budget Direct00:12:06 - Focusing on product over growth00:13:59 - How to control more of the P’s00:16:51 - Why does insurance produce such creative work?00:20:52 - The power of compounding work in insurance00:24:21 - Developing brand characters, and when to kill them off00:30:08 - The power of audio and jingles00:34:16 - What’s too silly to be said can be sung00:36:13 - Why they do so much work in house00:40:34 - Budget Direct’s unique approach to media buying00:42:43 - How Jonathan uses AI00:48:04 - The key challenger brand principles Jonathan has followed00:50:59 - What makes a successful CMO?00:52:55 - Do we need to re-educate ourselves on marketing theory?01:00:27 - The best advice you’ve ever recieved
- 1 weeks ago48 min
How YouTube built the creator economy and how brands are still missing out - Pedro Pina, YouTube
Pedro Pina, VP of YouTube for Europe, the Middle East and Africa, joins us to explore how YouTube helped create the creator economy and why so many brands are still failing to take full advantage of it.From the rise of full-time creators to the changing role of YouTube in the media landscape, Pedro explains what makes the platform unique, the metrics that actually matter, and why great content continues to outperform everything else. We also discuss the balance between long-form and Shorts, the "YouTube Confidence Gap" among CMOs, and how brands can build authentic partnerships with creators that drive real business results.If you're wondering where marketing is heading next, this is a masterclass from one of the people shaping it.Timestamps00:00 - Intro01:35 - Why YouTube made a creator space in Cannes03:06 - How Cannes has changed over the past 20 years06:12 - How many people are paid to be YouTubers09:39 - The secret of YouTube11:08 - Who are the biggest creators on YouTube12:36 - What are the most important metrics on YouTube14:42 - Why content will always be king on YouTube15:57 - What makes a succesful YouTuber19:48 - Is YouTube a broadcaster, streaming platform or social network?22:36 - How important is short form for creators in 202627:24 - The YouTube Confidence Gap28:56 - What CMOs think about YouTube29:54 - How to get more confidence in your YouTube strategy32:53 - The biggest barriers for companies being successful on YouTube35:00 - How can brands work successfully with creators39:31 - How can brands be authentic when they work with creators42:46 - What Pedro wishes CMOs understood better about YouTube44:14 - The best advice Pedro has ever recieved
- 1 weeks ago50 min
The creative revolution inside the worlds most dull category - Novartis CMO
Novartis CMO Gail Horwood joins Janet Balis, Managing Director & Senior Partner at BCG, to explore how one of the world's largest pharmaceutical companies is redefining healthcare marketing.Fresh from winning two Cannes Lions, Gail shares how Novartis is proving that creativity can thrive even in one of the most heavily regulated industries. From partnering with the NFL for a Super Bowl campaign to convincing stakeholders to embrace bolder ideas, we discuss what it takes to create work that stands out while navigating complex regulations.The conversation also explores how AI is reshaping both creativity and business transformation, where marketers should focus their efforts, and why the biggest opportunity for AI isn't just efficiency, but unlocking growth.This episode has been produced in partnership with BCG. Browse their CMO Report here:https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-realityTimestamps00:00 - Start01:29 - Jon’s full circle moment with Novartis02:19 - Novartis’ journey to two Cannes Lions03:34 - Why more people need to walk the work04:45 - Creating surprising advertising in a heavily regulated category09:43 - Partnering with the NFL for a Super Bowl campaign11:04 - How to get your company to embrace risky work16:42 - How to get stakeholders outside of marketing onboard20:15 - The reaction to the ads after Super Bowl22:36 - How AI is being used in the service of creativity27:44 - How Novartis are using AI for creativity31:08 - How Novartis are rethinking their marketing with AI33:26 - Where AI is going to be used outside of marketing35:43 - AI for efficiency vs growth37:56 - How to deliver leadership change in the age of AI41:02 - The boring things AI will solve43:33 - What makes Gail such a good CMO45:05 - The worst way to evaluate your career success46:38 - The best advice Gail has ever recieved
- 2 weeks ago41 min
Why creativity matters more than ever in the age of AI - Adobe CMO, Lara Balazs
Lara Balazs, CMO of Adobe, joins us to discuss what it takes to lead one of the world's most influential creative brands through a period of enormous change.From Adobe's presence at Cannes to the rapid rise of AI, Lara shares her vision for the company and why she believes technology should be used in service of creativity, rather than simply to drive efficiency. We explore why creativity matters more than ever in the age of AI, the skills Adobe looks for in marketers, and the traits that separate the most successful CMOs.Lara also shares the practical leadership principles she uses to run her team, from creating a company plan on a page and harnessing the power of repetition to prioritising progress over perfection and using the “two-way door” approach to make faster decisions.This episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbookTimestamps00:00 - Start01:23 - The most surprising thing about Lara03:11 - How Adobe have stood out at Cannes05:50 - What makes an influential CMO?06:59 - How to manage a business through change09:54 - Lara’s vision for Adobe13:33 - Finding inspiration from a brand’s history15:13 - Where AI has been used in service of creativity18:03 - AI to enhance creativity vs increasing efficiency20:42 - Why creativity still matters in the AI age23:41 - What skillsets does Adobe hire for in marketing?25:22 - The traits of the most successful CMOs28:55 - The company plan on a page30:49 - The power of repitition32:05 - Progress over perfection at Adobe33:14 - The two way door approach37:19 - The best advice Lara has ever recieved
- 2 weeks ago41 min
OpenAI on what every CMO needs to know about AI with BCG
In this episode, Mark Abraham, Managing Director and Senior Partner at BCG, joins Elke Karskens, Head of International Marketing at OpenAI to explore how AI is already transforming marketing and what's coming next. We discuss OpenAI's remarkable growth, the launch of its first advertising campaign, and how marketers can prepare for a future where AI is embedded across every function.The conversation covers how brands can increase their visibility in ChatGPT, the opportunities created by tools like Codex, the skills tomorrow's CMOs will need, and why the real value of AI isn't just efficiency, it's effectiveness.This episode has been produced in partnership with BCG. Browse their CMO Report here:https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-realityTimestamps00:00 - Start01:16 - Open AI’s meteoric rise02:07 - Breakthrough moments for OpenAI03:04 - How have Open AI scaled so quickly04:49 - What will be led by humans and what will be led by AI in 5 years06:09 - Open AI’s impressive first ad campaign08:32 - Launch of the Open AI advertising platform13:01 - How brands can rank in ChatGPT14:44 - How brands can use Codex17:44 - How do CMOs feel about AI19:34 - How do you deliver transformation with AI20:55 - What skillsets are going to be in demand for the future CMO23:29 - Which brands are using AI well today24:52 - What can we do with AI in a year from now we can’t do today?29:45 - Why BCG and Open AI work together30:53 - What don’t people understand about AI?35:11 - Efficiency and cost savings vs effectiveness in AI38:15 - Best advice you’ve ever been given
- 3 weeks ago1h 26m
Byron Sharp vs Mark Ritson - 5 big marketing truths we agree on
For years, Mark Ritson and Byron Sharp have been two of the most influential and most opinionated voices in marketing. They've challenged each other's ideas, debated strategy, and helped shape how an entire generation of marketers thinks.Now, for the first time in more than a decade, at Cannes Lions, they sit down together to answer a simple question: what do they actually agree on?From How Brands Grow and the 95:5 rule to distinctiveness, the 4 Ps, mass marketing, luxury brands, purpose and AI, this conversation explores the fundamental marketing principles they both believe every marketer should understand.There are still plenty of disagreements (and more than a few jokes at each other's expense), but this is a rare opportunity to hear two of the industry's biggest thinkers build a shared foundation for modern marketing.This episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbookTimestamps00:00:00 - Start00:00:40 - Teaser00:02:08 - Mark Ritson on Champagne00:03:42 - When did Mark and Byron meet00:05:36 - Why Byron and Mark are coming together after a decade00:07:25 - When Jon met Byron00:08:57 - Is AI more brand centric than humans?00:11:08 - Mark and Byron’s criticism on their Cannes talk00:12:49 - The problem with academia00:13:45 - What do marketers still not understand about How Brands Grow00:18:06 - You are not the customer00:20:56 - Distinctiveness vs relative differentiation00:28:45 - Why we need to control all 4 Ps00:33:10 - The 95:5 rule00:39:20 - Why Byron doesn’t like the term “Long Term”00:42:41 - The role of mass marketing00:46:40 - How to do mass marketing as a challenger brand00:53:45 - How long does it take to build a proper brand00:56:10 - What does Byron think of P&G00:58:47 - The power of distinctive brand assets01:03:42 - Why brand anniversaries are pointless01:04:40 - How luxury brands grow01:09:16 - The role of purpose01:16:58 - The dark lord of penetration01:18:17 - What pet name does Byron have for Mark01:23:17 - Closing remarks
- 3 weeks ago46 min
The Google approach to marketing in the age of AI (with Google and BCG)
In this episode, Josh Spanier from Google and Lauren Wiener from BCG join us to discuss how AI is transforming marketing, organisations, and the role of the CMO. From navigating the AI hype cycle to building the right culture for change, they share practical advice for leaders trying to turn AI from a buzzword into a genuine competitive advantage.We also explore the future skills marketers will need, the changing role of agencies, why marketing should lead AI transformation, and where the industry is likely to be just 12 months from now.Timestamps00:00 - Start01:52 - Where are we in the AI hype cycle04:48 - How are Google seeing AI impact businesses06:50 - The difference between the CMOs who are getting it right and wrong09:05 - The future of marketing in the age of AI10:48 - The skills of the future CMO16:41 - Why marketing needs to drive the change19:18 - Positive examples of AI24:01 - How do organisations make the change27:02 - When AI campaigns don’t go so well29:11 - How AI data will transform marketing30:13 - Dealing with higher expectations but less resource35:25 - The culture to enable successful AI transformation36:55 - The role of agencies in an AI world38:50 - AI predictions in 12 months40:23 - The best advice you’ve ever been given41:52 - Where will marketing be in 12 months
- 4 weeks ago45 min
The Startling Power of Surprise with Adam Morgan
Adam Morgan, founder of eatbigfish and co-creator of The Cost of Dull, joins us to explore why surprise is one of the most powerful tools available to marketers. Drawing on new research unveiled at Cannes Lions, Adam and Jon explain the psychology behind surprise, the science of reward prediction error, and why memorable brands consistently give people more than they expect.We discuss the different types of surprise, why products need to live up to the expectations created by advertising, and examine some of the best examples of surprise in modern marketing from Aldi to Jaguar and beyond.Timestamps00:00 - Start01:58 - The surprising outcomes of Cost of Dull06:04 - The genesis of Cost of Dull09:01 - Why are we talking about surprise?10:08 - Why the best marketers look outside of marketing13:42 - What the data says about surprise15:50 - Reward prediction error17:26 - Why your product needs to exceed expectations set by your brand19:59 - The surprising power of giving people more than they expect21:48 - The two types of surprise25:00 - Adam’s favourite examples of surprise26:09 - Jon’s favourite example of surprise28:20 - Was Jaguar intentionally surprising?29:39 - Examples of long term surprise31:50 - Why Aldi are so successful at surprise34:28 - Why you need a system for your surprise38:15 - The right balance of surprise42:12 - When is shock necessary
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The Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice.
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