Mark Ritson on the best campaign of the year, Britain's favourite pint & why being different still matters

10/11/23 • 68 min

1 Listener

The Gary Vee of Australia is back in the Uncensored CMO hot seat. That is, of course, everyone's favourite marketing professor, Mark Ritson. In this episode we talk about the best campaigns of the year, Mark's most popular articles and why he thinks the US is lagging behind the rest of the world.

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Timestamps:

00:00 - Intro
00:31 - What’s going on in marketing in 2023?
02:19 - Why US marketers are off the pace
05:10 - Ehrenberg Bass and academic literature
06:53 - Mark’s contradicting viewpoints
07:23 - The Gary Vee of Australia
08:42 - Jon made a top 100 list
10:38 - Ritson’s biggest stories of the year
12:33 - Guiness
17:29 - The long and the short of it
20:38 - Cadbury
29:02 - Wear in vs wear out
36:43 - Running the same ad vs running a variation of a campaign
39:16 - Difference vs distinctiveness
45:51 - Is authenticity overrated?
48:12 - Do marketers use a brand’s history enough?
57:43 - Quick fire round

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Previous Episode

How LEGO used play time to unlock creativity - Julia Goldin, Global CMO, LEGO

Julia Goldin is the Global Chief Marketing and Product Officer for the world's no. 1 toy brand, LEGO. Prior to joining the LEGO Gin 2014, Julia was Global CMO at Revlon. She also had a 13-year career with Coca-Cola, where she held several senior global and regional marketing roles, including Division Marketing Director of Northwest Europe and deputy Chief Marketing Officer of Japan.

Timestamps
00:00 - Intro
00:53 - Julia’s background
01:57 - How did Julia become a CMO?
04:46 - What’s the secret to being a successful CMO?
07:51 - The secret to a long CMO tenure
09:37 - Staying on top of trends
11:30 - The LEGO mission and importance of plau
12:24 - Why play can help work
14:27 - Is working at LEGO as fun as it sounds?
17:51 - Product innovation at LEGO
20:02 - Collaborations and partnerships
23:11 - The best LEGO advertising campaigns
25:27 - The LEGO approach to sustainability
27:07 - Working with agencies
28:52 - Where should a CMO focus?
30:59 - Julia’s marketing career advice
36:23 - Getting the business to buy-in to marketing
40:26 - What will be important in the future

Next Episode

The state of D2C and nailing your personal brand; advice from serial entrepreneur Tash Courtenay-Smith

Tash Courtenay Smith is a serial entrepreneur, renowned digital marketing expert, and best-selling author. Starting out as a journalist for the Daily Mail, Tash went on to found Talk to The Press, the Notting Hill Shopping Bag Company, Luminositie and now runs Bolt Digital. Tash also runs D2C Live, an event bringing together the best minds in Direct-To-Consumer. This conversation with a true entrepreneur covers topics such as the state of D2C, building a personal brand and inspiring the next wave of entrepreneurial talent with Biz Kids.

Timestamps

00:00 - Intro
00:45 - Starting out in journalism
01:30 - What can marketers learn from journalism?
05:03 - Why become a founder
06:49 - The unforgiving life of a journalist
10:37 - Challenges building and selling a business
16:08 - Advice to new entreprenuers
20:58 - What makes a good business to invest in?
26:03 - The best approaches for scale ups
30:11 - The turbulent D2C market
34:24 - Cutting through the D2C noise
36:00 - Which brands are nailing D2C?
37:00 - Creating a D2C live
40:13 - Writing and finding your own voice
41:17 - Building a personal brand
45:32 - The secret to a successful personal brand
51:17 - Going viral
53:44 - Biz Kids
59:41 - Parting advice