Uncensored CMO

Duolingo has built one of the most distinctive brands in modern marketing, not by playing it safe, but by creating the conditions for its team to move quickly, take risks and occasionally embrace a little chaos. Manu Orssaud, Duolingo’s Chief Marketing Officer, joins Jon Evans to unpack the strategy behind the brand’s biggest moments: from the apparent death of Duo and its rapid-response iPhone content to a Bad Bunny campaign built at the speed of culture. But this is not simply a conversation about being funny on social media. Manu explains the culture of trust required to take creative risks, how to sell bolder work into the business, and how Duolingo measures whether marketing is actually working. They also discuss behavioural science, the limits of brand safety, handling the AI backlash, and why the next phase of Duolingo marketing may involve a little less chaos. A masterclass in building a culturally relevant brand without losing commercial discipline. Timestamps 00:00 - Trailer 01:03 - How do you…

Jessica Jensen, Chief Marketing Officer at LinkedIn, joins Jon Evans for a practical masterclass on what actually works on the platform now. Beginning with a review of Jon’s own profile, they cover the route to becoming a Top Voice, the changing role of B2B creators and how brands can work with them credibly. They also explore the formats that are earning attention, whether collaborator posts genuinely work, and how buyers use LinkedIn to validate the people and companies they choose to work with. Timestamps 00:00 - Intro 01:35 - Jon’s LinkedIn review 11:34 - How do you get a LinkedIn Top Voice 13:23 - The evolution of B2B content creators 14:34 - How brands can work best with creators 16:53 - How LinkedIn are battling AI slop 19:07 - Do collaborator posts on LinkedIn work? 20:02 - What formats work best on LinkedIn in 2026 22:16 - How are B2B buyers making buying decisions on LinkedIn 25:08 - Why LinkedIn is so important for LLMs 25:49 - What jobs is AI creating 29:27 - The best advice Jessica has ever…

Spotify has become one of the world’s most distinctive brands, but what can marketers learn from the way it uses sound, culture and creativity to build emotional connection? Bridget Evans, Spotify’s Global Head of Advertising Business Marketing, joins Jon Evans to explain why audio remains an underused marketing opportunity, and how brands can build an audio strategy people do more than simply hear: they remember it. They discuss the return of the jingle, why taste may become an even more important differentiator in the age of AI, and whether younger audiences really have shorter attention spans, or simply higher standards for what deserves their attention. Bridget also shares how Spotify markets to Gen Z, the enduring impact of Spotify Wrapped, and why the company invests so heavily in Cannes Lions. Timestamps 00:00 - Start 01:22 - Some things people might not know about Spotify 02:42 - Is audio the most underrated channel? 05:15 - Do people trust audio more? 06:58 - Why taste will become the differentiator…

The media landscape has changed faster than most marketing plans have. Evan Shapiro, known as the Media Cartographer for his widely used maps of the media ecosystem, joins Uncensored CMO to explain where attention is really going, which channels marketers are overvaluing, and where the best opportunities may now lie. They assess the relative value of TV, YouTube, podcasts, TikTok, Instagram, LinkedIn and creators, asking a deceptively simple question: are marketers spending in line with how people actually consume media? Evan also explores the shift of power towards consumers, why employee-generated content could become a major force, and where job losses are likely to hit the media industry next. They discuss the rise of founder-led media, the opaque problem of ad fraud, and what Evan has learned from building his own podcast. Timestamps 00:00 - Start 00:42 - Intro to Evan Shapiro 01:43 - Evan’s path into media 03:38 - How to entertain people with keynote speeches 06:37 - The biggest changes in the media…

Karen Blackett is one of the most respected leaders in marketing and media. As the former UK President of WPP and former CEO of GroupM UK, she has led through industry change, crisis and growth at the highest level. In this marketing leadership masterclass, Karen shares the principles that have shaped her career: why great teams need diverse perspectives and healthy tension; why leaders must say what they really think; and how to make better decisions without mistaking consensus for alignment. She reflects on leading GroupM UK through COVID, how she approaches recruitment, and the small meeting habit that helps ensure the most important conversations actually happen. Karen also discusses the evolving client-agency relationship, what the future holds for the creative industry, and the challenge of rebranding Barbados. Timestamps 00:00 - Start 00:51 - Karen’s new leadership podcast 02:03 - The surprising thing about leadership 05:25 - Why we need to change our view of leadership 05:58 - The standout leaders…

What happens when a CMO brings the discipline of P&G, private equity and fintech together? Vineet Mehra, CMO of Chime, joins Jon to explain how the challenger bank has disrupted one of the most established industries in the world - and why modern marketing leaders need to become more fluent in the language of commercial value. Vineet shares what marketers can learn from private equity, how to position investment with a CFO, and the financial metrics he watches most closely. He also unpacks the constant balancing act between long-term brand building and short-term performance: not treating them as opposing forces, but connecting both to sustainable growth. They also discuss where AI is genuinely creating return, how marketers can avoid becoming commoditised, and the skills CMOs will need as AI reshapes the profession. Timestamps 00:00 - Start 01:21 - Vineet’s background at P&G 04:51 - What marketers can learn from working in Private Equity 07:50 - What is Chime Bank? 09:02 - The strategies that Chime used to…

AI is rapidly changing how people search, shop and discover new brands. So what does that mean for marketers? Sophie Neary has spent the past few years inside Google, giving her a front-row seat to some of the biggest shifts in consumer behaviour and advertising. In this episode, she joins Jon to explore what she's learned, the assumptions marketers still get wrong about Google, and the surprising ways consumers are already using AI. They discuss how brands can show up in AI-powered search, the evolving relationship between advertisers and creators, how to make the most of the crucial golden quarter, and what AI commerce could mean for the future of shopping. Plus, as AI becomes capable of doing more of the work, Sophie and Jon ask a bigger question: which uniquely human skills will become even more valuable to marketers? This episode is an advertisement feature brought to you by Google. Timestamps 00:00 - Start 01:12 - What has Sophie learned in the past few years at Google? 03:07 - CMO lessons from being…

Dr Margaret Heffernan is one of the world's leading thinkers on uncertainty, leadership and creativity. A bestselling author, entrepreneur and former CEO, her latest book, Embracing Uncertainty, challenges one of the biggest assumptions in business that the future can, and should, be predicted. In this episode, Margaret explains why forecasting often fails, where great ideas really come from, and why spending more time with uncertainty can actually make us better leaders and marketers. We discuss the dangers of relying too heavily on data, the surprising habits of highly creative people, and why walking might be one of the best things you can do for your thinking. Timestamps 00:00 - Trailer 01:09 - Why pick uncertainty as a topic 05:31 - Why some companies shouldn’t forecast 09:04 - Why smart people are wasting time on forecasting 14:41 - The problem with having too much data 19:07 - Predictability only happens at scale 24:41 - Where do ideas come from? 27:19 - Why the Chief Economist of the Bank of England…

Ali Payne, CMO of Heineken, joins us to discuss how one of the world's most iconic beer brands became Creative Brand of the Year at Cannes Lions - and what it takes to keep a 150-year-old brand feeling fresh. From being the "Official Beer of Soccer" as a non-sponsor of the FIFA World Cup to reviving the legendary "Most Interesting Man in the World" campaign, Ali shares how Heineken balances long-term brand building with cultural relevance. We explore what it takes to get an entire organisation behind bold creative ideas, the role of sport in Heineken's marketing strategy, and how brands like Birra Moretti continue to grow through innovation. Timestamps 00:00 - Trailer 00:56 - World Cup fever for the USA and Heineken 02:51 - Jumping on cultural moments 04:25 - Becoming the official beer of soccer (unofficially) 06:50 - How non sponsors got more coverage than sponsors for the World Cup 10:18 - How to manage a 150 year old brand 12:31 - Winning Cannes creative brand of the year 14:46 - Getting the wider…

Najoh Tita-Reid, former Chief Growth Officer at Mars Petcare, joins us to discuss why she made the unusual decision to step away from one of the biggest roles in marketing to embark on a self-described "learning safari", immersing herself in the world of AI and exploring what it means for the future of business. In this conversation, Najoh shares why she believes too many organisations are using AI purely to drive efficiency, when its greatest opportunity lies in unlocking growth. We explore how AI is changing creativity, leadership and the role of the CMO, why marketers risk becoming tacticians instead of strategic business leaders, and what today's CEOs really expect from marketing. Timestamps 00:00 - Start 00:57 - Why Najoh left Mars 02:18 - Why F1 is the perfect metaphor for AI in 2026 05:18 - Using AI for growth vs efficiency 08:01 - The impact AI is having on creativity 09:17 - Why AI is the colonisation of inefficiency 16:21 - Are we at risk of becoming tacticians and not strategy leaders? 18:52 -…

Brent Smart is one of the most respected marketers in the world. After spending more than 20 years in advertising, he made the rare move from agency life to become CMO of NRMA Insurance. Brent's most recent role as CMO of Telstra, Australia's largest telecommunications company, he helped transform the brand through bold, distinctive and highly effective marketing. In this episode, Brent shares the principles behind his approach to creativity, from selling big ideas inside large organisations and drawing on academic marketing frameworks to building a culture where great work can thrive. We discuss the campaigns that defined his career, including Telstra's viral "Better on a Better Network" campaign, why humour and surprise remain powerful competitive advantages, and the unique agency model that helped Telstra consistently produce standout work. Timestamps 00:00 - Start 01:03 - Why Brent left Telstra 02:31 - Why Brent moved in house after 20 years agency side 05:41 - How to sell a creative idea into a big…

Bec Darley, CMO of Vodafone Australia, joins us to discuss what it really takes to grow a challenger brand in one of the world's toughest telecoms markets. From competing against an entrenched duopoly to building distinctive campaigns with Ali Wong, Bec shares how Vodafone has embraced its challenger mindset rather than trying to imitate the market leaders. We explore why marketers need to understand far more than advertising, from unit economics and legal to customer experience and organisational change, and why the best marketing leaders are, ultimately, business leaders. Timestamps 00:00 - Start 00:54 - Who is Bec Darley? 03:31 - Taking on roles beyond marketing to make you a better marketer 05:38 - Why the history of duopolies in Australia makes being a challenger tough 08:53 - How does Vodafone take on the giants as a challenger 12:55 - Leaning into your disadvantage 16:01 - Vodafone’s commercials with Ali Wong 18:37 - The importance of legal for marketing 21:08 - When taking risks backfires - getting…

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 links This episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbook Find about more about HubSpot's AEO product here: https://www.hubspot.com/products/aeo Timestamps 00:00:00 - Start 00:01:41 - How Jonathan found out about Auto and…

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. Get the YouTube Confidence Gap Report from Little Dot Studios: https://info.littledotstudios.com/little-dot-studios-the-youtube-confidence-gap-report This episode is brought to you by System1. Download their creator effectiveness report here:…

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-reality Timestamps 00:00 - Start 00:49 - Jon’s full circle moment with Norvatis…

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-playbook Timestamps 00:00 - Start 01:23 - The most surprising thing about Lara 03:11 -…

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-reality Timestamps 00:00 - Start 01:16 - Open AI’s meteoric rise 02:07 - Breakthrough moments for OpenAI 03:04 - How have Open AI scaled so quickly 04:49 - What will be led by humans and what will be led by AI in 5 years 06:09 -…

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-playbook Timestamps 00:00:00 - Start…

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. 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-reality Timestamps 00:00 - Start 01:52 - Where are we in the AI hype cycle 04:48 - How are Google seeing AI impact businesses 06:50 - The difference between the CMOs who are getting it right and wrong 09:05 - The future of marketing in the age of AI 10:48 - The skills of the future CMO 16:41 - Why marketing…

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. Timestamps 00:00 - Start 01:58 - The surprising outcomes of Cost of Dull 06:04 - The genesis of Cost of Dull 09:01 - Why are we talking about surprise? 10:08 - Why the best marketers look outside of marketing 13:42 - What the data says about surprise 15:50 - Reward prediction error 17:26 - Why your product needs to exceed expectations set by your brand 19:59 - The surprising power of giving people more than they expect…

Suso O'Brien, former CMO of Just Eat, joins us to discuss what the role of the modern CMO really looks like. Drawing on her experience helping scale Just Eat and the findings from a new CMO survey conducted with TikTok, Suso argues that today's marketing leaders need a completely different set of priorities. We revisit the growth of Just Eat, the success of the iconic “Did Somebody Say…” campaign, and the role celebrity partnerships and sonic branding played in building the brand. But beyond the advertising, Suso shares why CMOs spend surprisingly little time on the work itself, why internal influence matters more than ever, and why managing expectations may be more important than managing brands. The conversation also explores the lack of marketing representation at the top of organisations, the pressures facing today's CMOs, and Suso's framework for leading people through her five Cs of great management. Timestamps 00:00 - Start 02:52 - The food delivery category in 2016 04:05 - The role marketing played…

Jamie Domenici, CMO of Klaviyo, joins us to discuss why customer experience has become one of the most powerful drivers of growth. Drawing on lessons from nearly a decade at Salesforce and her experience joining Klaviyo just months before its IPO, Jamie shares how great brands create loyalty by obsessing over the customer. We explore what marketers can learn from customer success teams, why events like Dreamforce are so memorable, and how Klaviyo has repositioned itself while building a competitive moat in an increasingly crowded market. Jamie also shares her views on AI, the future workforce, the skills tomorrow's CMOs will need, and the difference between good marketing leaders and truly great ones. Timestamps 00:00 - Start 01:05 - Jamie’s strange first job 02:26 - Best and worst customer experiences 05:56 - The power of a good customer experience 08:45 - Marketing lessons from customer success 11:48 - Marketing lessons from 10 years at Salesforce 13:05 - Why Dreamforce was a great example of good customer…

Anselmo Ramos is one of the most respected creatives in advertising and the co-founder of GUT, the agency behind some of the world's most talked-about campaigns. Built on the belief that brave creativity drives business growth, GUT has quickly become one of the industry's most successful modern agencies. In this episode, Anselmo shares the story behind founding GUT, the principles that guide the business, and why marketers need to trust their instincts more. We discuss the power of relationships, how to build a great co-founder partnership, and why the biggest challenge often comes after success. We also explore GUT's approach to pitching, the bravery gap facing modern brands, the role of AI, and the campaigns that have helped define the agency's remarkable rise. Thank you to our sponsor System1 Group for supporting the show. To find out more, head to: https://system1group.com Timestamps 00:00:00 - Start 00:02:44 - Why is the industry obsessed with making rational advertising? 00:04:19 - Why GUT have 68…

Greg Hahn returns to the podcast to discuss the philosophy that has made Mischief one of the most talked-about agencies in the world. From Tubi's famous Super Bowl interruption campaign to turning around legacy brands like JCPenney, Greg explains why the biggest risk brands face today isn't failure, it's being ignored. We discuss how to create safe spaces for dangerous ideas, why AI risks making marketers more cautious, and the hidden cost of playing it safe. Greg also shares the traits of great CMOs, the future of agencies and pitching, the campaigns he's most proud of, and the advice he'd give to the next generation of creatives. Thanks for System1 for supporting the podcast: https://system1group.com Timestamps 00:00 - Start 01:43 - Who are Mischief and what do they stand for? 04:26 - What would Greg Hahn’s walk on track be? 05:05 - How to make a safe space for dangerous ideas 07:46 - Is AI making us play it safe? 10:37 - What is the real cost of playing it safe? 14:31 - The Mischief strategy behind Tubi…

George Felix, CMO of Chili’s, joins us to tell the story behind one of the most impressive brand turnarounds of recent years. From iconic menu items like chips and salsa and the famous margarita to viral social media moments and creative partnerships, George explains how Chili’s became culturally relevant again and reignited growth. Before Chili’s, George played a key role in the legendary Old Spice turnaround, and in this episode he shares the lessons he's learned from transforming legacy brands. We discuss the power of nostalgia, making the most of your agency relationships, influencing product and pricing decisions, and why the customer experience often drives more value than advertising alone. Timestamps 00:00:00 - Start 00:02:07 - The famous Chili’s chips and salsa 00:03:39 - The famous Chili’s margharita 00:06:32 - Why Chili’s has signature items 00:08:01 - How Chili’s became one of the biggest brand turnarounds in history 00:10:51 - The importance of working with people you trust 00:12:26 - George’s…

Rory Sutherland and Tom Goodwin return for part two of our wide-ranging conversation on the future of marketing, creativity, and business. From driverless cars and Silicon Valley thinking, to the dangers of digitising every human interaction, Rory and Tom explore what businesses lose when efficiency becomes the only goal. They also discuss why governments need creative departments, whether we truly understand how advertising works, and how marketers can finally gain the influence they deserve inside organisations. Timestamps: 00:00 - Start 00:56 - What will be the advertising agency of the future? 10:39 - How to change the way we think about ad agencies 15:42 - Why the government need a creative department 19:44 - Creativity isn’t dead because AI only uses data from the past 22:32 - How marketers can achieve the influence they deserve 24:08 - Do we really know how advertising works? 29:29 - Is Tesla applying marketing thinking? 31:58 - The future of driverless cars and the danger of Silicon Valley 44:03 -…

Two of our most popular guests return for a conversation on what’s gone wrong in modern marketing and how to fix it. Rory Sutherland and Tom Goodwin tackle everything from digital overload and bad choice architecture to the disappearance of taglines, long-term thinking, and genuine creativity. Expect behavioural science, contrarian thinking, and plenty of ideas that will make you rethink how marketing really works. Timestamps 00:00:00 - Start 00:01:31 - Digital overload - are consumers given too much choice? 00:05:51 - The power of “Easter Egg Thinking” 00:07:54 - Have hotels destroyed choice architecture? 00:10:56 - More choice reduction failures 00:14:46 - Do consumers need more choice? 00:17:45 - How ad agencies can discover real insights 00:19:21 - An idea to revolutionise Cannes 00:20:49 - Why Rory and Tom think differently 00:24:05 - What are the biggest marketing myths today 00:30:41 - Fat tailed distribution - the Dulux Dog 00:32:18 - Why we need to bring back the tagline 00:35:17 - Are marketers too…

Jim Olson has spent his career helping businesses navigate moments of intense pressure from corporate crises to deeply personal challenges, running comms at United Airlines and Starbucks. In this episode, the author of Tailwind shares the lessons he’s learned from leadership, resilience, and facing adversity head-on. Drawing inspiration from Captain Sully’s Hudson River landing, Jim explains why the best crisis leaders follow the same process: aviate, navigate, communicate. We discuss where crisis management often goes wrong, what leaders can learn from failures like United Airlines, and why “black box thinking” matters in both business and marketing. Jim also opens up about his own cancer diagnosis and the mindset that helped him through it. Get Jim's new book, Tailwind here: https://www.amazon.com/Tailwind-Compass-Turning-Setback-Comeback/dp/B0GXCM3VYT/ 00:00 - Start 01:11 - Lessons from Captain Sully’s Hudson River landing 06:11 - The black box thinking approach to marketing 07:30 - Other crises Jim has…

Dan Taylor has spent over two decades at Google, helping shape how brands grow through search, media, and technology. Today, he leads global advertising at one of the world’s most influential companies, giving him a front-row seat to the biggest shifts in marketing. In this episode, Dan shares what he’s learned from 20 years at Google, from the importance of simplicity to navigating organisational complexity and the evolving relationship between product and commercial teams. We also dive into the future of search, including AI, new tools like “Circle to Search,” and what it all means for marketers. Timestamps 00:00 – Start 00:40 – Lessons from being a pilot 05:34 – Lessons from 20 years at Google 06:43 – How Google has changed over two decades 07:46 – The power of simplicity 09:02 – Google’s breakthrough moments 12:11 – The relationship between commercial and product 13:47 – Navigating organisational politics 17:08 – The biggest search trends in marketing 18:24 – What is “Circle to Search”? 20:37 –…

Zena Arnold, CMO of Sephora, joins us to break down how one of the world’s most influential beauty retailers continues to set the standard for brand, community, and culture. From standout branding to record-breaking product launches, Zena shares what’s behind Sephora’s success and how the business stays relentlessly close to its customers in a fast-moving category. We explore the rise of celebrity brands, the power of loyalty, and how Sephora works with creators through initiatives like the Sephora Squad. Thank you to our sponsor, System1: https://system1group.com/ Timestamps 00:00 - Start 01:13 - Zena’s incredible marketing career 06:02 - Lessons that turned Zena into the marketer she is today 07:41 - What has made Sephora so successful? 10:01 - Why Sephora’s branding stands out 11:30 - What’s trending in the beauty category in 2026? 13:22 - How does Sephora stay close to the customer? 14:45 - The biggest brand launch in Sephora history 15:25 - How to pitch a beauty brand to Sephora 18:00 - How important…

Rachel Thornton, Enterprise CMO at Adobe, joins us to unpack how one of the world’s leading technology companies is navigating marketing in the age of AI. From brand building in B2B to launching complex software products, Rachel shares what it takes to drive growth at global scale. We discuss the role of major events like Adobe Summit, how AI is transforming both the practice and perception of marketing, and why community and storytelling are becoming more important than ever. Rachel also explains how Adobe balances brand and product marketing, invests in partnerships like sports sponsorships, and what “agentic orchestration” actually means in practice. Timestamps 00:00 - Start 01:39 - Rachel’s career and what makes a successful CMO 04:12 - The importance of brand in B2B 08:57 - The role of large events in B2B marketing (like Adobe Summit) 12:29 - The biggest changes AI have had in marketing 18:06 - How Adobe approaches community in their marketing 20:26 - How Adobe use AI in their marketing 22:53 - How…

Nir Eyal returns to the podcast to discuss his latest book, Beyond Belief, and the powerful role belief plays in shaping our behaviour, relationships, and decisions. From the difference between fact, faith, and belief to the surprising ways our perceptions influence what we see, Nir explains how beliefs can be consciously changed and why doing so can transform everything from personal performance to company culture. We also explore the role of belief in branding, including how companies like Liquid Death use anticipation to disrupt entire categories, and why the most successful brands don’t just sell products they shape what people believe. Thank you to System1 for sponsoring Uncensored CMO. https://system1group.com/ Timestamps 00:00 - Start 01:44 - Why Nir wrote a book about belief? 05:57 - How powerful can belief be? 10:15 - Believing is seeing 12:44 - The three powers of belief 14:42 - The difference between fact, faith and belief 16:05 - How belief can affect relationships 17:10 - How to change your…

Today, Jon and Kory break down one of the most misunderstood relationships in marketing: working with agencies. From treating agencies as a true force multiplier to fixing broken relationships, they share practical advice on how to get the best out of your partners, and what to do when things inevitably go wrong. This is a candid look at trust, expectations, and why the best results come when agencies feel like part of your team, not just a supplier. Whether you’re managing an agency or working inside one, this episode will change how you think about the relationship. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960 Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start 01:20 - Why agencies can be a force multiplier 02:11 - How to fix a broken agency relationship 04:12 - How to set your agency up for success 08:36 - Bringing your agency into your company 13:42 - What to do when…

Danny Alexander, co-founder of Who Gives A Crap, joins us to share how a toilet paper brand became a global challenger business while giving away 50% of its profits to charity. From launching with a viral crowdfunding campaign to capitalising on the global toilet paper shortage, Danny breaks down how the brand combined purpose, creativity, and strong fundamentals to stand out in a commoditised category. We also discuss the realities of scaling a mission-led business, the differences between DTC and retail marketing, lessons from failed launches, and how to build a team and culture that lasts. A brilliant look at what it really takes to build a brand people care about. Timestamps 00:00 – Start 00:29 – The founding story of Who Gives A Crap 02:55 – The benefits of having three co-founders 05:00 – Naming the company 07:07 – Innovating in packaging design 10:08 – The story behind the emergency roll 10:58 – Why they give away 50% of profits 12:53 – Convincing investors to support the mission 14:38 – The viral…

Today, Jon and Kory explore a simple but often overlooked skill: how to actually find inspiration. From brands like Tony’s Chocolonely to supermarkets, subways, and even nature, they break down why the best ideas rarely come from inside your own company. Instead, inspiration comes from changing your environment, staying curious, and being open to unexpected moments. If you’re feeling stuck, this episode is a reminder that great ideas are everywhere, if you’re willing to look for them. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960 Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start 00:32 - Why Jon is inspired by Tony’s Chocolonely 06:45 - Why you need to look outside your company for inspiration 08:35 - Finding inspiration in nature 10:54 - The importance of changing your context 12:56 - Getting inspiration in a supermarket 14:33 - Getting inspiration on the metro 16:57 - Why…

Walter Susini, former CMO of Coca-Cola Europe, joins us to share what it really takes to succeed inside one of the world’s most iconic brands. From the enduring power of “Holidays Are Coming” to the role of jingles and distinctive assets. We also dive into innovation at Coca-Cola, including the lessons from Coke Zero and the failed launch of Coke Energy, and where brands often get innovation wrong. But beyond marketing, Walter offers a candid look at the political reality of being a CMO, a theme he explores in his book Bullsh*t Inc., an unfiltered guide to how companies really operate behind the scenes. Drawing on decades of experience, he shares why performance alone isn’t enough, how decisions actually get made, and what it takes to survive and succeed inside large organisations. Get Walter's book here: https://www.amazon.co.uk/BULLSH-INC-Unfiltered-Survival-Corporate/dp/B0G6PVDM11 Sign up to our live event, The Calling, on April 21st here: https://event.uncensoredcmo.com/events/uncensoredcmo/2044861…

Leadership at the top level doesn't come free it costs time, energy, and often the comfort of a predictable life. In this episode, Kory and Jon get honest about what it really takes to lead as a CMO: the personal sacrifices, the travel, the pressure, and the constant balancing act between work and home. From managing time zones on the road to the surprisingly powerful concept of strategic laziness, this is a candid look at what high-performance leadership actually demands, and how to make it sustainable. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960 Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start 00:39 - What sacrifices do CMOs need to make 04:37 - How to balance work with home life 06:36 - Managing time zone differences when you travel 10:41 - How to apply strategic laziness 14:15 - How to lead effectively under pressure from travelling

Last year, I sat down with Jaguar MD Rawdon Glover to unpack one of the most controversial rebrands in automotive history. Now, the car is real and I got a chance to ride around the test track in it. Joined by Rory Sutherland, we travelled to Jaguar’s HQ to experience the new car in prototype form. What followed was a conversation on whether this radical reinvention is genius or madness. We dive into the thinking behind the design, the disappearing trade-offs between performance and comfort, and why Jaguar is deliberately challenging convention. Rory brings his trademark perspective on behaviour and perception, including how to rethink “range anxiety” and what makes a product feel truly desirable. This is a rare look inside a brand attempting one of the boldest transformations in modern automotive history. Timestamps 00:00 - Start 01:10 - What has gone into creating the new Jaguar? 04:00 - Balancing performance and comfort 05:43 - The power of choosing conflicting goals 07:51 - Why the new Jaguar is being…

Getting fired is one of the most humbling experiences in business, and one of the most instructive. In this episode, Kory and Jon get candid about the times they've been let go, what went wrong, and the hard-won lessons that followed. Jon in particular has a story or two to share (including getting fired twice in 18 months), and between them they unpack what it really takes to survive and thrive in high-stakes leadership roles. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960 Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start 01:22 - What Jon learned from being fired twice 03:35 - How not to get fired 08:20 - How to understand your boss (so you don’t get fired) 10:50 - Align yourself with the company, not just personal goals 13:11 - How Jon got fired for the second time in 18 months 16:12 - Are you the right person to work for a high growth company? 17:50 - Be careful where you…

It’s not often you meet a CMO who helped build a unicorn from the ground up while creating an entirely new category. Steve Beckett, CMO of Zwift, joined as employee number five and played a key role in turning Zwift into the global sporting powerhouse it now is. In this episode, Steve shares how Zwift balanced performance marketing with brand building, deeply understanding the acquisition metrics while making bold brand bets, including becoming the founding sponsor of the Tour de France Femmes avec Zwift. We also explore how the business scaled through COVID, the bold move to launch their own hardware, and the role brand played in raising capital. This is a conversation about what it really takes to build a category-defining company and why the best CMOs understand both the metrics and the magic. Sign up to our live event, The Calling, on April 21st here: https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 Subscribe to our newsletter, The One Thing: https://newsletter.uncensoredcmo.com/ Listen to…

Companies have boards of directors to make big decisions, so why don't individuals? Kory does exactly this in her life, so she breaks down why she does it, how she chose the people to be a part of her board, and the kind of decisions they helps her make. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960 Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start 01:17 - What is a personal board of directors? 04:07 - When to use your board of directors 04:51 - What makes a good personal board of directors? 06:21 - How to choose your board 08:58 - The power of networking 11:41 - What not to do with your personal board of directors 12:37 - Finding people outside your industry 19:09 - Why you learn more deeper into your career

Carly Natalizia, Chief Commercial Officer at Gymshark, joins us to share how one of the UK’s most exciting brands continues to grow while staying close to its community. From starting her career in finance to leading commercial strategy at Gymshark, Carly offers a unique perspective on leadership, growth, and customer obsession. We discuss Gymshark’s rise as a challenger brand taking on global sportswear giants, what it’s like working alongside founder Ben Francis, and how the business balances brand and commercial priorities. Carly also shares lessons on sustainable growth, executing big ideas, and how Gymshark keeps its finger on the pulse of its customers. Sign up to our live event, The Calling, on April 21st here: https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 Subscribe to our newsletter, The One Thing: https://newsletter.uncensoredcmo.com/ Listen to our new podcast, Uncensored Renegades: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960 Spotify:…

e.l.f. lives by the mission of being "a bold disruptor with a kind heart" a refreshing stance when disruption is rarely paired with kindness. Kory explains why kindness is at the core of how e.l.f. operates, what it actually looks like in practice, and what holds most people back from embracing it. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960 Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Watch the Uncensored CMO episode with James Watt: https://www.youtube.com/watch?v=rOp1CPZ0CNM Links Unreasonable Hospitality by Will Guidara G.O.A.T. Wisdom by Dr Brent Ridge Timestamps 00:00 - Start 00:53 - Being a bold disruptor with a kind heart 03:11 - The difference between being kind and being nice 08:02 - Why we should be kind to our competitors 09:30 - The science to kindness 10:56 - Why fear of embarrassment stops us being kind 17:02 - The power of kindness for your career 19:08 - Kindness doesn’t have…

Zach Kitschke joined Canva as employee number five. Today, the company serves hundreds of millions of users worldwide. In this episode, Zach shares the inside story of Canva’s growth, from the scrappy early marketing that put the company on the map to scaling a brand and product used across the world. We discuss the power of Canva’s freemium model, their bold “Make the Logo Bigger” campaign, and how the company approaches both brand and B2B marketing. Zach also explains how Canva scaled from a team of five to thousands of employees, the leadership lessons he learned from the founders, and how AI is shaping the next chapter for the business. Sign up to our live event, The Calling, on April 21st here: https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 Subscribe to our newsletter, The One Thing: https://newsletter.uncensoredcmo.com/ Listen to our new podcast, Uncensored Renegades: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960 Spotify:…

Every week, Jon and Kory pull back the curtain on the messy, unfiltered reality of building a career on your own terms. Throughout their long and successful careers, they've had their fair share of sh*tty moments and even sh*ttier bosses. From Kory being literally barked orders at in her first job, to Jon being fired after just 3 months at his dream job. These are the moments that make you question everything. But they're also the moments that shape you. Tune in for the lessons, the laughs, and zero sugarcoating. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960 Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Watch the Uncensored CMO episode with James Watt: https://www.youtube.com/watch?v=rOp1CPZ0CNM Timestamps 00:00 - Start 00:37 - Why sh*tty moments? 01:24 - Kory moment #1 - the fire that fuels you 04:20 - How to be a good boss 05:43 - Jon moment #1 - when to have the hard conversations 11:13 -…

Jessica Jensen, CMO of LinkedIn, joins us for a high-energy conversation on careers, personal branding, and the future of B2B marketing. We dive into the latest job market data (it might surprise you), the skills employers are actively looking for, and how to grow your personal profile on LinkedIn (which could include posting with flamingo glasses). We also unpack the LinkedIn algorithm, handling negative comments, new features creators and brands should be using, and why B2B marketing absolutely doesn’t have to be boring. Sign up to our live event, The Calling, on April 21st here: https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 Subscribe to our newsletter, The One Thing: https://newsletter.uncensoredcmo.com/ Listen to our new podcast, Uncensored Renegades: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960 Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Intro 01:04 - Jessica Jensen’s backstory 02:02 - The…

How are great products created through innovation? Jon and Kory tackle this topic bringing entertaining examples from their careers, including the runaway success of e.l.f.'s Power Grip primer. So what's the key to innovation? Culture, constraints, and most importantly, being close to your customer. Get Uncensored Renegades every week: Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960 Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start 01:04 - Why innovation is Jon’s favourite marketing topic 01:35 - Creating the cultural conditions necessary for innovation 04:25 - The measuring stick for innovation 06:23 - Why innovation fails 08:19 - The innovation of e.l.f.’s Power Grip Primer 15:09 - How constraint breeds innovation 20:07 - Innovation when you’re close to your customer

Jim Cregan built Jimmy’s Iced Coffee from scratch, spotting an untapped market, designing a product that stood out, and making its way onto the shelves of Selfridges in just 4 months. In this episode, Jim shares the founding story, the thinking behind Jimmy’s distinctive “BottleCan” packaging, and how personal touches and relentless energy helped build a brand people loved. We also dive into retail strategy, going direct-to-consumer, treating suppliers as humans, and how the £25m exit to Britvic finally came together. Sign up to our live event, The Calling, on April 21st here: https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 00:00 - Start 00:59 - The founding story of Jimmy’s Iced Coffee 06:04 - The iced coffee market at the time 09:44 - How Jimmy designed and packaged the product 12:21 - Why Jimmy’s is in “Cottles” or “BottleCans” 19:56 - How Jimmy’s got into Selfridges 4 months after launching 20:50 - Hustling their way into Whole Foods and other stores 26:58 - How Jimmy’s got a listing in…

How do you distil something as complex as marketing into something simple? In this special episode of Uncensored Renegades, Kory delivers a powerful seven-minute poem (originally written as a pattern-disrupting acceptance speech) that captures the emotional weight, pressure, and responsibility of modern marketing leadership. Born from a flash of inspiration at an AC/DC concert, the poem explores the trials of being a CMO, the burden of accountability, and the mental fortitude required to lead. After the performance, Jon reacts candidly, unpacking the themes of ownership, bravery, and the uncomfortable truth that in leadership, pretty much everything is down to you. Apple Podcasts: https://podcasts.apple.com/gb/podcast/uncensored-renegades/id1868870960 Spotify: https://open.spotify.com/show/7qnkqq0XSpgif9A5ZNgSpX?si=f181c3a0e9af480c Timestamps 00:00 - Start 00:28 - Why marketing is poetry to Kory 02:25 - Where did Kory’s love for poetry start? 03:58 - How poetry makes complex things simple 04:56 - Why Kory…

Thomas Barta is one of the world’s leading experts on marketing leadership. A former McKinsey partner, CEO of the Marketing Leadership Institute, and co-author of The 12 Powers of a Marketing Leader, Thomas has studied what makes CMOs successful through the largest global research project of its kind, over 68,000 leadership assessments. In this episode, we explore what CEOs really expect from CMOs, why so few marketers make it to the boardroom, and what needs to change if marketing is to lead growth again. Thomas shares practical tactics for building stronger CFO relationships, acting with more bravery, and avoiding the “safe” behaviours that quietly kill careers. A must-listen for any marketer serious about leadership. Sign up to our live event, The Calling, on April 21st here: https://event.uncensoredcmo.com/events/uncensoredcmo/2044861 Timestamps 00:00 - Intro 00:43 - How Thomas Barta got into marketing 02:24 - The surprising thing about marketing at the board level 03:52 - What is the CEO looking for a…