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Uncensored CMO

Uncensored CMO

Auteur(s): Jon Evans
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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.2024 Uncensored CMO Gestion et leadership Marketing Marketing et ventes Réussite personnelle Économie
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  • Marketing the world’s most successful video games from Call of Duty to Tony Hawk’s Pro Skater - Tyler Bahl, Activision
    Jul 30 2025

    In partnership with NBCUniversal, we sit down with Tyler Bahl, CMO of Activision, to explore what it takes to market some of the world’s most successful games, from Call of Duty to Tony Hawk Pro Skater. Tyler shares insights on launching blockbuster titles, the evolving gaming landscape in 2025, and how livestreaming, esports, and AI are transforming the industry. Plus, lessons from 23 editions of Call of Duty, surprising audience insights, and working directly with icons like Tony Hawk.

    Timestamps

    00:00 - Intro
    00:54 - Tyler’s time at Quibi
    02:33 - State of the gaming industry in 2025
    04:14 - Tony Hawk Pro Skater Surprise
    05:35 - The demographics of the video game consumer
    08:16 - How to launch a video game
    10:47 - How live streaming and esports has transformed video gaming
    14:10 - Ratio of male vs female video game players
    16:28 - Is video game success due to the product or the marketing?
    18:00 - The success and longevity of Call of Duty
    19:13 - Maintaining marketing success after 23 editions of Call of Duty
    20:36 - “The Replacer” campaign execution and success
    22:21 - Measuring success
    23:28 - How Activision do partnerships for game launches
    25:35 - How Activision makes sports games
    27:39 - Future sports games from Activision
    29:42 - What impact is AI having on gaming?
    31:40 - Working with Tony Hawk on the launch of the new game
    32:46 - Lesson’s from Tyler’s career

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    43 min
  • Marketing secret sauce with Kraft Heinz CMO Todd Kaplan
    Jul 23 2025

    In this episode, produced in partnership with NBCUniversal, we sit down with Todd Kaplan, CMO of Kraft Heinz, to uncover the marketing “secret sauce” behind some of the world’s most iconic brands. Todd shares lessons from driving 21 quarters of growth at Pepsi, why simplicity beats complexity in marketing, and how he’s bringing an entrepreneurial spirit to Kraft Heinz. We also dive into working with agencies, building in-house creative, and what makes a truly great CMO.

    Timestamps

    00:00 - Intro
    00:30 - Todd’s background
    01:41 - How Pepsi achieved 21 consecutive quarters of growth
    02:36 - Pepsi’s approach to innovation
    04:22 - Battling short term vs long term in innovation
    05:20 - From 18 years at Pepsi to joining Kraft Heinz
    06:41 - Encouraging an entrepreneurial culture within Kraft Heinz
    09:10 - Having an in house agency at Kraft Heinz
    12:10 - Todd Kaplan’s tips for working with external agencies
    16:28 - Why consistency of the brand is important for Kraft Heinz
    18:55 - Creating marketing that actually works
    24:39 - The best marketing is simple
    27:44 - What makes a great CMO?

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    31 min
  • How Guinness became No.1, the power of sporting partnerships & the “Diageo way” to build brands - Grainne Wafer
    Jul 16 2025

    In partnership with NBCUniversal, we sit down with Grainne Wafer, Global Category Director (Beer, Vodka, Liqueurs) at Diageo, to explore how one of the world’s biggest drinks companies drives growth and builds iconic brands. Grainne shares the trends shaping the beverage industry, the transformation of Baileys, and how Diageo manages a portfolio of global powerhouses like Guinness. We also discuss the value of sports sponsorships, the rise of Guinness 0%, and why marketing effectiveness is always on tap.

    00:00 - Intro
    01:19 - What are the trends in the beverage industry?
    03:25 - What are the up and coming portfolio brands for Diageo?
    05:01 - How does Diageo manage brands internally?
    06:30 - Is Diageo going to sell Guinness?
    08:42 - What’s behind Diageo’s 17% YoY growth?
    12:03 - Guinness sport activation with Rugby and Football
    12:36 - How Guinness 0% is so close to the original
    14:23 - Guinness’ sponsorship of Football and Rugby
    16:26 - How to do measure the value of a sponsorship of the Premier League
    17:39 - When the UK ran out of Guinness
    18:08 - Sponsoring the Women’s Six Nations
    21:44 - How Diageo broadly measures the impact of marketing
    23:57 - Baileys celebrates 50 years
    25:22 - How Baileys was transformed
    27:23 - The Diageo way of brand building
    31:38 - Grainne’s advice to CMOs

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    35 min
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