Jon Evans’ Post

Why humour is good for business With humour making a comeback it seemed the perfect time to ask everyone's favourite marketing cartoonist Tom Fishburne on to Uncensored CMO Tom has a brilliant way of ensuring we don't take ourselves too seriously as marketers I wanted to find out a bit more about how he created a career as the Marketoonist and some of his all time favourite cartoons In this episode 😂 Why he had to repress his creativity to fit into corporate culture 😂 The boss who threatened to fire him if he ever appeared in a cartoon 😂 The moment at a festival he decided to quit of his job and go all in on cartoons 😂 Why humour is so effective in the creative process 😂 The Funnel vision that all marketers seem to suffer from 😂 Why marketers suffer from the curse of the "shiny new thing" 😂 The covid wrecking ball and what we can learn from major change 😂 How AI really gets used vs how we think it does 😂 The Internet of Things cartoon that really blew things up 😂 Being brave and protecting an idea all the way through the process 😂 We count down his 5 funniest observations about Cannes As you might expect we had a lot of fun chatting through all the cartoons and if you watch the YouTube version you can see each cartoon we refer to I hope this episode gives you some light relief from the seriousness of marketing, it certainly did for me. Links in the comments below Kerry Collinge Andrew Tindall James M. Orlando Wood

5 Characteristics that mark out successful marketers I loved how Kory Marchisotto the CMO of E.L.F. BEAUTY summarised the characteristics of success that she has seen over her career These are her 5 C's ⭐ CURIOSITY - Doing things that you haven't done before ⭐ COURAGE - Walking a bold new idea into the boardroom ⭐ CREATIVITY - The ability to think differently about a situation ⭐ CONVICTION - Going from idea to action despite resistance ⭐ COMMUNITY - Never going it alone but with a community Doing great work isn't easy and I think that's a pretty decent way to approach it and in that order too! To hear more from my conversation with Kory check out the latest episode of Uncensored CMO. Links below apple https://lnkd.in/eyNbZDSg spotify https://lnkd.in/eTCNajMN Kerry Collinge

Uncensored CMO (back) Stage @ MAD//FEST Delighted to be partnering with the MAD//FEST gang to launch the Uncensored CMO (back) stage with a line up of Super Star guests I am sure there will be plenty of uncensored conversations over the next 3 days ⭐ Daniel Murphy from Liquid Death on why the dumbest ideas can work ⭐ Michelle Spillane and Tati Lindenberg on the power of sport ⭐ Richard Kramer making the case for marketing to the CFO ⭐ Rory Sutherland on what no-one is talking about but should be ⭐ Tom Goodwin challenges how marketers are approach technology and AI ⭐ Gareth Helm on the greatest marketing taboos ⭐ Joanna Howes on being a courageous leader ⭐ Sir John Hegarty, Orlando Wood & Guilherme Ferreira on 200 years of effectiveness ⭐ Kerttu Inkeroinen & Andrew Smith on how to win as a challenger brand ⭐ Sir Martin Sorrell on the future of marketing and what we need to do If you are going to be at MAD//FEST then drop me a message and be sure to pop by the System1 too, you simply can't miss the hot pink stand with the wheel of emotion! See you there Kerry Collinge Dan Brain Ian Houghton Harry Clark

Another Dull Webinar To Fill Your Dull Diary Have you ever watched paint drying? Or cows eating grass? If you have then you may just have been more entertained by that than the majority of advertising that goes on air Surprised? Perhaps not. Should it matter? Definitely. To find out more add 'Another Dull Webinar' to your diary at 4pm on 9th July. Adam Morgan from eatbigfish and I will bring you some startling facts about the extraordinary cost of making dull advertising based on data from Peter Field and his IPA database combined with the System1 database In an extended version of our sold out Cannes Lion talk we will be joined by the 'Godfather of effectiveness' himself to discuss why all this matters and what we should do about it. We'll also have some extraordinarily dull t-shirts. After all even dull events need merch too! Oh and I wasn't joking about paint drying either. We actually made an advert for paint drying and tested it on the System1 database. The results might shock you. To sign up please use the link below Another Dull Webinar https://lnkd.in/eHJSWwpA Kerry Collinge Andrew Tindall Orlando Wood Jono Wylie 🍴🦈

What do you do when thousands of your customers are screaming for Bronzing drops? If you're Kory Marchisotto the CMO of E.L.F. BEAUTY you walk straight to the CEO's office and ask him to join a TikTok live session with 5,000 customers all asking when they are going to launch bronzing drops It took 10mins for the CEO to get the message loud and clear and head straight back to his office to make it happen I love this story because it illustrates a fundamental point she made in the latest episode of Uncensored CMO that success depends on the distance between the C-suite and the customer and from insight to action. The bronzing drops intervention is a brilliant example of both in action. To hear more stories about how e.l.f created a $billion beauty business check out the latest episode via the links below Kerry Collinge

These 2 things are a strong predictor of your success 1. The distance between the C suite and the customer 2. The distance between insight and action That's what Kory Marchisotto the CMO of E.L.F. BEAUTY said on the latest episode of Uncensored CMO and I couldn't agree with her more She went on to say that rather than relying on reports she listens to thousands of customers talking about the brand every single week This is something I consistently see in the most successful founder led businesses They have an obsession with listening to the customer and an extreme bias for action Whatever business you are in testing yourself against those 2 criteria is a pretty strong indiction of how successful you'll be For more great insight check out the latest episode. Links below Kerry Collinge

Product is not enough. You need to create a brand. In the 5 years since Kory Marchisotto the CMO of E.L.F. BEAUTY joined the business it has Quadrupled in size from $250m to $1billion She said one of the critical reasons for that is investment in the brand In 2019 when she joined they invested 6% of turnover into marketing and last year that had gone up to 25% Why? Because it's working she said. To find why its working and how they do it listen to the latest episode of Uncensored CMO to hear her talk about the impressive marketing which helped lead to 22 consecutive quarters of growth and a valuation of over $10billion This is one of the best challenger brands in the world right now Links to the episode below Kerry Collinge 🦍 🦊

How e.l.f built a $billion beauty brand If you have teenage daughters like me then you will almost certainly know about E.L.F. BEAUTY the cosmetics company that has taken on the premium beauty brands by making really high quality cosmetics affordable The business is one of the most successful "Unicorns" in the US achieving over $1billion in annual sales and an incredible 22 consecutive quarters of growth In the latest episode of Uncensored CMO I met up with their phenomenally talented CMO Kory Marchisotto who joined the business in 2019 when it was turning over $250m This episode is packed with killer insight and action 💄 The outrageous mission to sell premium cosmetics for $1 over the internet 💄 How e.l.f delivers the same quality as the premium beauty brands 💄 Is the era of brand really dead? 💄 Putting customer insight right at the heart of the business 💄 Convincing the CEO to launch a bronzer after inviting him on a TikTok live 💄 Why "product is not enough" and you need to create a brand 💄 Taking Brand investment from 6% of revenue to 25% of revenue 💄 Reducing the gap from C suite to customer and from insight to action 💄 The power of partnerships with the likes of Liquid Death and Chipotle 💄 Why every single elf (employee) has a share of $179 million of equity 💄 Starring Jennifer Coolidge in their rookie Super Bowl ad with 3 weeks notice 💄 Responding to "inter-generational cosmetic crime" by making a 15min documentary 💄 Shaping culture through accessibility and inclusion so people can be themselves 💄 Why Curiosity, Courage, Creativity, Conviction & Community is the secret to success This is an awesome episode with so much inspiration Check out the episode via the links below Kerry Collinge 🦍 🦊

When you see a rocket ship, don't question, just jump on I loved the story behind how Noel Mack first joined Gymshark back in the early days when he was inspired by a Sheryl Sandberg quote about jumping on a rocket ship when you see one We cover some really interesting ground in this episode 🏋♂️ The £3.50 Gymshark domain name Ben Francis bought to get started 🏋♂️ Why Ben turned up to a meeting with the prime minister at Downing St in his joggers 🏋♂️ The chance meeting that led to Noel working for Gymshark 🏋♂️ Signing for the Gymshark team - how the brand was built with influencers 🏋♂️ If you sweat you're in - creating a community around strength and conditioning 🏋♀️ How to take a clear challenger positioning up against the giants 🏋♀️ Pizza boy made good - how the founders stories makes the brand accessible 🏋♂️ The importance of growing yourself ahead of your business 🏋♂️ In your customers trainers - the connection between customer and success 🏋♂️ The first retail store - being brave when others are scared 🏋♂️ Sitting next to the founder and what defines their culture 🏋♂️ Noel's top career advice for anyone in marketing Noel is a brilliant story teller with such a clear vision for how the brand became successful and where its going I enjoyed this episode so much Have a listen via the links below and maybe think what your rocket ship might be? Kerry Collinge James M. Tom Brand Adam Morgan

Never Mind The Adverts Live from Cannes Orlando Wood and I decided to record an episode from our villa in Cannes I was sporting some new 'not everyone should have a podcast' cap (thank to Antoine) and orlando came as himself ;) 📺 Car company makes a non-dull Ad shocker 📺 Orlando is inspired by a Cicero quote 📺 Mark Ritson on why creativity is not enough 📺 Jon and Adam Morgan break cover with 'the extraordinary cost of dull' 📺 Jon discovers whether he has made the Performance Marketing Top 100 📺 Can you guess the advert from the soundtrack to a 90's classic 📺 We sample Orlando's drinks trolley with a French classic And much more ... Link to the episode here apple https://lnkd.in/gtckSJK3 spotify https://lnkd.in/gSz6VGRW Kerry Collinge Robin Langford Antoine David