How Guinness became No.1, the power of sporting partnerships & the “Diageo way” to build brands - Grainne Wafer
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 - Intro01:19 - 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 Football12:36 - How Guinness 0% is so close to the original14:23 - Guinness’ sponsorship of Football and Rugby16:26 - How to do measure the value of a sponsorship of the Premier League17:39 - When the UK ran out of Guinness18:08 - Sponsoring the Women’s Six Nations21:44 - How Diageo broadly measures the impact of marketing23:57 - Baileys celebrates 50 years25:22 - How Baileys was transformed27:23 - The Diageo way of brand building31:38 - Grainne’s advice to CMOs
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35:00
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35:00
Why advertising is broken & how to fix it - Tom Goodwin
To celebrate 200 episodes, Tom Goodwin is back on Uncensored CMO. He's got a pretty strong opinion on the state of advertising. It's broken, and we need to fix it. Tom lays out where he thinks it's all gone wrong for the industry and what we can do about it. As uncensored as ever, Tom brings an entertaining and fresh perspective on marketing. Strap in.Timestamps00:00 - Intro00:50 - The state of advertising in 202502:40 - Why is the advertising industry not moving forward?06:13 - Brand vs performance marketing09:20 - What’s broken with marketing in 202511:54 - How to actually be customer centric17:23 - Winning internal battles to allow long term work to thrive21:18 - Is performance marketing fraud?26:23 - How to make advertising better33:02 - Are we valuing creativity enough
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38:20
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38:20
e.l.f’s $1Bn Rhode deal, 25 quarters of growth & the ‘So Many Dicks’ campaign - Kory Marchisotto
In partnership with NBCUniversal, we sit down with Kory Marchisotto, CMO of e.l.f. Beauty, to unpack a 25 quarters of consecutive growth. From their bold “So Many Dicks” campaign to the $1B Rhode deal with Hailey Bieber, Kory shares how e.l.f. built a culture that fuels growth. We also dive into the power of creators and celebrities in beauty, partnerships with sporting icons like Billie Jean King and racing driver Katherine Legge, and the realities of leading as a high-growth, publicly listed CMO.Timestamps00:00 - Intro00:40 - The last decade of Elf01:35 - The Titanium and Glass Cannes Lions entry03:01 - Elf’s “So Many Dicks” campaign10:01 - The secret to 25 quarters of consecutive growth13:36 - Building a culture that allows growth17:03 - $1b Rhode deal24:26 - How important are creators and celebrities in building beauty brands26:37 - Collaborating with Billie Jean King30:49 - Partnering with Katherine Legge, racing driver34:16 - The realities of being a high growth, publicly listed CMO
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39:12
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39:12
Why AI will be a creative game changer - Simon Morris, Adobe
Simon Morris is Adobe’s VP of International Marketing, joins us to share how Adobe is empowering creativity at scale. We discuss the impact of AI on marketing, why creativity will always need human skills, and how Adobe partners with brands like Real Madrid to build iconic campaigns. Simon also shares what makes a great marketing leader today, how to launch products successfully, and what’s next for AI and creators.Timestamps:00:00 - Intro00:43 - The size of the Cannes activation for Adobe01:38 - Simon’s marketing career04:21 - Adobe’s CEO named creative champion of the year05:46 - Where has AI had the biggest impact in marketing?08:14 - Will AI replace creativity?09:35 - Where will human skills be most required in the age of AI?14:21 - How Adobe are their own customer15:10 - What campaigns have been made with Adobe’s own software?16:19 - How brands can work with creators?17:59 - Freedom for creators vs sticking to guidelines19:16 - How to successfully launch a new product20:59 - Partnering with sports teams to build their brand (Real Madrid)23:25 - Maintaining trust in Adobe AI products, with potential IP worries26:16 - Whats the next thing in AI we need to pay attention to?28:37 - Building a brand for long term when the world is increasingly short term29:56 - What makes a great marketing leader today?
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31:58
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31:58
How to build a brand on TikTok - Sofia Hernandez
In collaboration with TikTok, System1 have launched a new research paper called "The Long and the Short Form of It", explaining how brands can navigate and excel in this of this new world of short form content. In this episode I catch up with TikTok's Head of Business Marketing and Partnerships to discuss the research and help brands succeed on the platform.Timestamps00:00 - Intro02:05 - Sofia’s marketing career04:04 - Why B2B marketing needs to be more human05:36 - TikTok’s marketing journey over the past 5 years06:48 - How brands can use TikTok10:47 - How brands can work with creators on TikTok14:20 - How to make a TikTok that captures attention18:18 - The TikTok economy21:18 - Why authenticity pays off on TikTok22:57 - How people can get started creating on TikTok25:30 - Is TikTok just for teenagers?26:51 - TikTok as an entertainment platform, not as a social media platform27:54 - Romancing the creative vs proving the value32:00 - Sofia’s leadership lessons
Netherlands