Long time returning guest Orlando Wood is back in the hot seat, talking all things advertising. We look back on his two IPA bestselling books, Lemon and Look Out, to discuss how the two sides of the brain attend to the world differently and how this impacts advertising both on TV and digital. We also discuss some of Orlando's favourite recent adverts and why he likes them. Timestamps: 00:00 - Intro
01:32 - Who is Orlando Wood
02:50 - Orlando’s latest work
03:54 - Is Orlando only talking about digital?
05:18 - How to build brands through digital
07:55 - How can advertisers achieve an effective message
10:26 - "moto e azione"
13:35 - Why Ian McGilchrist’s work was so profound for Orlando
14:25 - Right-brain vs left-brain in advertising
21:00 - Trends with left and right brained advertising
22:24 - Is the change in advertising due to social media?
24:13 - The impact of creativity on attention
26:29 - How the choice of media can impact ESOV
27:22 - Is humour making a comeback?
31:32 - Fluent devices
35:13 - Orlando’s favourite ads
39:31 - Jon’s favourite recent ad
43:31 - Orlando’s new course

Orlando Wood on Advertising

The Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice.

Business

Investing

Careers

Management & Marketing

Business News

Shopping

Marketing

Entrepreneurship

In this episode, we talk about one of my all time favourite brands, Cadbury. They're also one of the best performers on the System1 database, consistently creating five star work. To find out more about the work I'm joined by David Boscawen from VCCP, also known as Bosco, and Gui Ferreira who's recently joined Cadbury, bringing an outside perspective on what it means to take over an iconic brand with 200 years of heritage. Timestamps:00:00 Intro00:46 Gui's background03:27 David's background04:20 How VCCP and Cadbury started working together in 201714:24 David and Gui's favourite Cadbury ads21:08 Compound creativity and consistency31:30 Key to a successful client agency relationship39:55 How to write a good brief47:03 Cadbury business results49:41 Future of the Cadbury brand

How Cadbury turned "Glass and a Half in Everyone" into one of the most effective campaign ideas in the world

In this episode, we're talking about a very, very serious topic. Humour. It turns out humour is not just funny, but it's good for business. In fact, humour in advertising is one of the most effective things you can do to make people remember you and buy your products. I'm catching up with someone who knows all about humour. Trevor Robinson was the creative behind some of the most iconic and funniest ads of all time, including Tango from the 1990s. And I caught up with Trevor to find out more about what makes advertising funny, how do you do it, and what are the funniest ads of all time. Timestamps00:00 - Start00:48 - How Trevor got into advertising03:50 - Landing the Britvic client05:49 - The Tango Ad11:11 - Haribo kids ad20:00 - You need to entertain for commercial gain28:11 - The importance of talent29:30 - How to direct a great ad38:23 - Have we lost humour in the past few years?41:48 - The funniest ads of all time

From Hamlet to Haribo: the serious case for humour - Trevor Robinson

Monzo Bank has fast become Britain's favourite bank, offering a customer focused online banking approach that consumers were craving. When Monzo started in 2015 they managed to challenge the incumbent banks with their distinctive "hot coral" card and referral scheme. 9 years later they are an established brand in the category and AJ Coyne has been tasked with creating emotional advertising to help continue to grow their market share. Timestamps00:00 - Intro00:44 - AJ’s marketing background02:49 - What can clients learn from agencies07:40 - AJ’s time at Klarna09:48 - Taking the CMO job at Monzo10:49 - The emotion of money14:02 - Focusing on a world class customer experience23:07 - Positioning Monzo as a bank in a sea of neo banks24:09 - Monzo’s new brand campaign27:22 - Embedding Monzo in culture29:15 - Advice for being a young CMO33:05 - How to deal with things going wrong36:33 - Fostering creativity in an organisation37:55 - How AJ is creating the Monzo culture38:45 - AJ’s parting advice


How Monzo used emotional advertising, a hot coral card & customer obsession to become Britain's best bank - AJ Coyne

Colleen DeCourcy is the Chief Creative Officer at Snap, having previously spent over a decade at Wieden+Kennedy as co-president and Chief Creative Officer, working on some of the largest brand accounts in the world. In this episode we talk about Colleen's time at W+K, some of her favourite quotes from Dan Wieden and how she's now tackling brand at Snapchat. Timestamps
00:00 - Intro
01:22 - Colleen DeCourcy background
03:30 - Winning creative leader of the decade
06:30 - Colleen’s tenure at Wieden+Kennedy
13:50 - The TIME Interview
18:39 - From retirement to joining Snapchat
21:56 - The challenges of Snapchat
26:49 - Creating happiness in social media
30:02 - The 3D Chess of Being CCO and CMO at Snapchat
36:12 - What’s it like working for Evan Spiegel
39:07 - Advice to young marketers from Colleen DeCourcy

Snapchat CMO on fixing social media, being creative leader of the decade and lessons from Dan Wieden - Colleen DeCourcy

Scott Galloway is Professor of Marketing at NYU Stern School of Business and host of the Prof G and Pivot podcasts. In this episode Prof G lives up to the billing as the most uncensored guest on the podcast ever. We cover lots of ground, including his secret to success with Prof G media, what the #1 skill for all marketers should be, why brand is dead and how to build wealth. We recorded this episode as Scott releases his new book The Algebra of Wealth: A Simple Formula For Success, buy on Amazon UK, or US. LinksJon's LinkedInJon's TwitterWatch the Uncensored CMO on YouTubeTimestamps00:00:00 - Intro00:00:57 - 25 year overnight success00:01:28 - Scott’s biggest failures00:07:38 - How Scott scaled himself00:13:24 - Daniel Kahneman’s impact on Scott00:20:26 - How social media has a negative impact on the world00:28:45 - Scott Galloway on being late00:31:14 - The most important skill for a marketer00:33:32 - The Era of Brand is Dead00:40:19 - Scott’s new book opening Aurelius quote00:42:53 - The power of compound interest00:43:53 - Scott’s advice to young people00:48:33 - Growing your network grows wealth00:56:33 - What does the agency of the future look like?01:03:33 - How to get social media right01:04:50 - Why big firms should stop certification based hiring

Orlando Wood on Advertising

Download our free app to listen on your phone