Today we're talking about more Boom! and less bust with Scott Morrison, the inspirational, energizing coach that teaches marketing teams how to be more successful, how to turn around business, how to win pitches and more.

Timestamps

00:00 - Intro
00:47 - Where did the name Boom come from
01:31 - Scott’s background at Saatchi&Saatchi
04:57 - What is Nike’s secret sauce
09:48 - Scott’s career failures
13:27 - Working on the Diesel brand
17:37 - How to go from bust to Boom!
40:11 - How to pitch to CMOs

Today we're talking about what makes a great CMO. One of the CMOs that I've admired throughout his career is Craig Inglis, who famously was a CMO for John Lewis for many years, making those ads that you saw at Christmas and really defining the genre of Christmas advertising.

Timestamps

• 00:00:00 - Intro
• 00:00:50 - Craig’s marketing background
• 00:02:25 - Craig’s biggest marketing failures
• 00:09:34 - How to have a long tenure as a CMO
• 00:13:24 - How to be a great CMO
• 00:23:53 - Guessing the most emotional John Lewis ads
• 00:28:50 - How to move from rational to emotional strategy in retail
• 00:31:17 - How to sell in creative ideas to rational CEOs and CFOs
• 00:36:00 - The business impact of Monty the Penguin for John Lewis
• 00:38:50 - How John Lewis ads does long and short
• 00:41:00 - Focusing on customer experience
• 00:51:48 - From large consumer brands to B2B
• 00:55:11 - Being the chair of the Marketing Society
• 01:00:34 - Working for The Entertainer

One of my favourite campaigns of all time is "Should've Gone to Specsavers" an idea that has completely transformed the Specsavers business. I speak to their CMO, Peter Wright and the MD of their in house creative team, Nicola Wardell, about how they've taken the idea and produced some of the best advertising on the System1 database.

Watch the episode on YouTube.

Timestamps:

• 00:00 - Intro
• 00:59 - How Peter and Nicola ended up on Guernsey
• 03:02 - The Specsavers story
• 04:37 - The secret to Specsavers’ success
• 09:04 - Family owned vs corporate business
• 10:38 - How the “should’ve gone to Specsavers” line was created
• 14:17 - The world’s longest running straplines
• 16:17 - The serious case for humour - Tower Block ad
• 20:18 - Specsavers Vet Ad
• 21:14 - A cross channel idea
• 24:29 - Why Specsavers do all creative in house
• 25:52 - How to attract talent to Guernsey
• 29:23 - Being the client and the agency
• 33:56 - Advice for creating an in-house team
• 34:37 - Wear in vs wear out at Specsavers
• 43:08 - Creating the culture at Specsavers
• 50:14 - Launching the audiology business
• 53:38 - How technology will shape the future of the business
• 56:07 - Peter and Nicola’s proudest work