• A CMO Masterclass - how John Lewis redefined emotional advertising - Craig Inglis

  • Apr 17 2024
  • Length: 1 hr and 3 mins
  • Podcast
A CMO Masterclass - how John Lewis redefined emotional advertising - Craig Inglis cover art

A CMO Masterclass - how John Lewis redefined emotional advertising - Craig Inglis

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  • Summary

  • 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
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