Greg Nugent was the CMO for the London 2012 Olympic and Paralympic Games, one of the biggest events ever to take place. The entire world was watching as Greg’s work came to life. Before working on the Olympics, Greg oversaw the move of the Eurostar to St Pancras, which included creating the world’s longest champagne bar.

Timestamps:

00:00:00 - Intro
00:00:51 - How did Greg get into marketing
00:10:02 - Greg’s time at Eurostar
00:17:47 - The longest champage bar in the world
00:22:43 - Becoming the CMO of the London 2012 Olympics
00:29:49 - How the team was pivotal for putting on the Olympics
00:34:13 - The importance of the legacy of London 2012
00:37:53 - Why the Paralympics became so prevalent in 2012
00:45:38 - What happened after London 2012
00:50:37 - From Olympics to Rising Pheonix
01:01:05 - How to execute on big ideas - Magic and Logic
01:16:35 - The power of persistence
01:23:24 - Telling powerful stories about those with disability

I often get asked why are there not more marketers on boards of companies? It turns out that only around 2.6% of board positions are filled by marketers, so I'm joined in this episode by somebody who really knows what it's like to be a marketer on a board, Chris Burggraeve. Previously he was the Global CMO of AB InBev, he's since been on many boards and has even written a book explaining the playbook for being a successful CMO on board.

Timestamps

00:00 - Intro
01:00 - Chris’ marketing background
01:43 - What makes a great CMO
05:08 - Making the case for marketing in the boardroom
09:48 - How many CMO's have a seat at the table
14:36 - Why every board should have a marketer
24:06 - Is there a language problem for marketers in the boardroom?
30:03 - Stakeholder outreach
37:00 - What makes a successful board member
40:00 - Skills that CMO’s need to retain a board seat
46:26 - How to find board seats to get on
49:44 - Chris transistion from large to small companies

Ellie Norman has been at the top end of some of the biggest organisations in the world, having held senior marketing roles at Formula 1 and Virgin Media. Most recently, Ellie has been the Chief Communications Officer of Manchester United, one of the most high-pressure jobs in the world. In this episode I talk to Ellie about what it takes to drive success at the very top of your game.

Timestamps

• 00:00 - Intro
• 00:48 - Celebrating Southampton FC
• 03:12 - Ellie’s marketing background
• 07:29 - Virgin Media campaign with Usain Bolt
• 12:09 - Why Ellie moved to Formula 1
• 15:12 - How Formula 1 owns the brand
• 17:51 - The Drive to Survive partnership with Netflix
• 25:59 - Moving to work for Manchester United
• 29:51 - Goals for the CMO of Manchester United
• 31:23 - When do people choose the club they support
• 32:59 - What role does social media play for Manchester United
• 35:01 - Dealing with scrutiny as a huge brand
• 37:10 - How Manchester United work with huge sponsor deals
• 41:39 - How do you do a great brand partnership
• 47:59 - Ellie’s one peice of advice for marketers

In this episode I speak with Tom Fishburne, better known as the Marketoonist. Tom likes to poke fun at our industry through his entertaining cartoons saying what we're all thinking. We recently had him join as as our cartoonist in residence at Cannes Lions, where he shared his experience through a cartoon each day. We also discuss some of Tom's greatest cartoons and why humour is good for business.

Timestamps

• 00:00 - Start
• 01:16 - How Tom Fishburne became a cartoonist
• 05:00 - Why is humour so important in the workplace
• 06:29 - Going full time as the Marketoonist
• 12:42 - Humour in the creative process
• 19:21 - Outdoor ads
• 22:30 - Discussing some of the Marketoonist’s greatest hits
• 23:17 - IoT cartoon
• 26:59 - Customer funnel cartoon
• 33:05 - Shiny new things cartoon
• 34:13 - Covid Cartoon
• 36:32 - AI cartoon
• 39:44 - The Marketoonist at Cannes
• 42:37 - Day 1 Cannes cartoon
• 45:39 - Day 2 Cannes cartoon
• 49:31 - Day 3 Cannes cartoon
• 53:46 - Day 4 Cannes cartoon
• 54:25 - Day 5 Cannes cartoon
• 57:59 - Jon’s own podcast cartoon

Kory Marchisotto is the Chief Marketing Officer of e.l.f Beauty, a beauty company that surpassed over $1b in annual sales. They're digital first brand builders, taking the internet by storm and connecting closely with their customers. In this episode we talk about why Kory invests heavily in their brand, how every employee is a shareholder and why they collaborated with Liquid Death.

Timestamps:

00:00 - Intro
01:15 - Kory’s background
06:11 - Founding story of e.l.f
08:39 - How do e.l.f make their products so affordable
11:30 - Why e.l.f are investing in brand building
15:15 - Staying close to your consumer
19:44 - Bringing customer insight into the business
21:23 - Staying agile as a large business
23:43 - Where have e.l.f invested marketing spend
27:28 - The e.l.f customer demographic
30:57 - e.l.f’ x Liquid Death collaboration
33:24 - e.l.f x Chipotle
37:01 - The e.l.f culture and why it’s important
41:00 - Kory’s advice to younger marketers
44:08 - Why Kory shares her learnings so much on LinkedIn

We're again talking about one of my favourite topics; challenger brands. In this episode we've got one of the most successful challenger brands in the world, Gymshark. They're one of the original influencer and social media creative brands, growing to be Britain's fastest growing Unicorn. I'm joined by their Chief Brand Officer, Noel Mack, to give me the inside scoop on exactly how they did it.

Timestamps

00:00 - Intro
02:29 - Gymshark Origins
04:49 - How Noel Mack bet Ben Francis
07:59 - What is a Chief Brand Officer?
09:28 - How Gymshark do influencer marketing differently
15:17 - Growing the Gymshark community
20:38 - The benefits of being a newcomer
22:59 - Working at a founder-led company
25:36 - When Ben Francis met the Prime Minister
29:09 - The challenges of scaling up fast
37:21 - Launching the Gymshark flagship store in London
43:22 - What’s it like working with Ben Francis?
46:46 - Career advice from Noel Mack

Listeners of have shown me time and again that you want more B2B content, so in this episode I'm joined again by the Les and Peter of B2B, Jon Lombardo and Peter Weinberg (previously of the LinkedIn B2B Institute). We discuss why B2B marketing departments need to put their focus on building brands rather than talking about product features, why distinctive assets continue to be an essential part of any brand, and we find out what the B2B boys will be doing now they've left LinkedIn.

Find out more about Jon & Peter's new company here:
https://www.evidenza.ai/

Timestamps

00:00 - Start
00:49 - The Les and Peter of B2B
02:34 - The biggest B2B revelations
03:52 - Is B2B really different to B2C?
06:28 - Determining buying cycles
08:25 - The brand building opportunity in B2B
20:05 - Why B2B companies need to create fluent devices
30:48 - Why Jon and Peter left LinkedIn to start a new company
33:37 - What does Evidenza do
38:19 - Why AI-powered market research is going to be revolutionary

Every year, the advertising industry descend upon the south of France to meet up in Cannes over a glass of rosé to celebrate the power of creativity. So I thought it was about time that I caught up with the CEO of Lions, Simon Cook, to discuss why creativity matters.

The conversation ranges from how can you make the case for creativity in business while budgets are strained, to what you can expect this year from Cannes Lions.

Timestamps

• 00:00 - Start
• 01:37 - Origins of Cannes Lions
• 03:38 - The scale of Cannes Lions
• 05:19 - Creative marketer of the year
• 07:16 - State of the Nation research
• 09:30 - Friction between agencies and clients
• 12:47 - Jon’s two Cannes Lions with Lucozade
• 15:15 - The return of humour at Cannes
• 17:46 - Trends and themes for Cannes Lions 2024
• 18:39 - Will we see an AI category at Cannes?
• 20:01 - Big names at Cannes Lions 2024
• 21:14 - Cannes for creative effectiveness, or just celebrating the craft?
• 23:56 - Cannes embracing creators
• 25:27 - Jon’s pitch for a low budget category
• 27:57 - Advice on how to win a Lion
• 30:20 - How Simon Cook got the CEO job at Cannes Lions
• 32:40 - Challenges Simon has faced as CEO
• 35:09 - Dealing with criticism of Cannes Lions
• 37:02 - The Cannes Lions legacy
• 38:06 - Simon’s proudest moment