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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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
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From CMO to CEO - advice from The Marketing Academy founder Sherilyn Shackell
After 20 unhappy years as a headhunter, it took a near death experience for Sherilyn Shackell to launch The Marketing Academy, a non-profit organisation developing leadership talent in marketing. Launched in 2010, The Marketing Academy now helps marketers become CMOs and CMOs become CEOs. This episode, we focus on exactly how CMOs can get a seat at the table in the boardroom and all the traits they need to do this successfully.Timestamps00:00 - Intro00:53 - How a near death experience led to the creation of The Marketing Academy08:29 - Does trauma help founders?11:27 - What is The Marketing Academy?15:05 - How The Marketing Academy Fellowship helps CMOs become CEOs20:08 - Why there needs to be CMOs on boards27:03 - What CMOs can do to get on boards35:36 - Why CMOs need to build their own profiles39:23 - Why CMOs need to invest in relationships44:16 - Why having a personal brand is a talent magnet45:48 - The biggest fears and anxieties of CMOs54:34 - What marketers can learn from the best CMOs in the world?
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Live episode: Prof G vs Kory Marchisotto vs Rory Sutherland, a debate on brand, risk & the future of the CMO
In a bonus live episode from Cannes, Professor Scott Galloway joins renowned CMO Kory Marchisotto (e.l.f. Beauty) and advertising legend Rory Sutherland to discuss three big topics: Is brand dead? Are we too risk-averse? And what is the future of the CMO?Timestamps00:00 - Start00:26 - Is the era of brand dead?13:54 - Do we need to make better advertising?20:11 - How CMOs can approach risk31:09 - The demise of the CMO
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Startup masterclass - how Seedlip went from idea to Diageo exit in 3.5 years - Ben Branson
Ben Branson is the founder of Seedlip, a non-alcoholic spirit brand he started in 2015, and sold 3 years later to Diageo. Jon speaks to Ben about the origins of the brand, how the grew so fast, what makes Ben such an impressive marketer (despite him not liking marketing) and how a brand goes from 0 to exit in such a short space of time. We also talk about Ben's new brands and his Hidden 20% charity.Timestamps00:00:00 - SIntro00:01:01 - Where did the idea for Seedlip come from?00:14:14 - Charging a high price00:18:47 - How to push through the hard times00:21:10 - What led to such large growth in the early days of Seedlip00:24:29 - Planning for success vs making it up as you go00:27:44 - The power of intelligent naivety00:29:30 - Creativity within budget constraints00:31:05 - From innovator to scale up00:38:05 - Why did Ben Branson and Seedlip sell to Diageo?00:40:26 - What Ben doesn’t like about marketing00:41:25 - Why Ben is a masterful marketer00:48:51 - The Hidden 20%: Ben’s autism story and charity01:00:35 - Why Ben wants to close his charity, The Hidden 20%?
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