Uncensored CMO podcast | Listen online for free

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Amazon Creative Masterclass with Jo Shoesmith Chief Creative Officer
Jo Shoesmith, Chief Creative Officer at Amazon, joins us for a second time to reveal how one of the world’s biggest brands continues to make advertising that connects emotionally and stands the test of time. She shares what she’s learned moving from agency life to leading creativity inside a global giant, why Amazon still invests in traditional media, and the secret to ads that run for 3–5 years without losing impact.We also discuss why right-brained storytelling works, the surprising insights about Gen Z, and how Amazon balances scale, agility, and creativity in the age of AI.Timestamps00:00 - Intro01:21 - Learnings from going agency side to brand side04:18 - How much does Amazon spend on advertising each year?05:02 - Why Amazon still advertises using traditional media06:21 - Why is Amazon’s creative so effective?08:57 - Why Amazon’s advertising is so right brained10:33 - Why Amazon make ads to run for 3-5 years14:25 - Amazon re-airing the popular “Grannies” ad17:00 - Why the industry is obsessed with youth18:33 - The interesting numbers behind Gen Z and advertising21:00 - Japanese Granny Ad from Amazon23:07 - The only Cannes Lion Jon has ever won26:11 - Using production to discover new stories29:48 - Amazon’s CCO’s thoughts on AI and creativity32:56 - Is AI used in the creative process at Amazon?35:29 - How does such a big company stay so agile?36:24 - What one thing has made the biggest difference for Jo?
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41:28
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41:28
The secret to Duolingo's social success with Zaria Parvez - Semrush Spotlight
Zaria Parvez was the creative mastermind behind Duolingo's social media success, having joined the company in 2020 fresh out of University. 5 years later, and after 8 billion impressions, she's left for her next challenge - taking on the social media for Doordash. We speak to Zaria to find out what the secret to the viral success is, and how she plans to replicate this at Doordash.This episode is brought to you by Semrush — your unfair advantage in digital brand visibility. From fast-growing teams to global enterprises, Semrush shows you where you stand, where you can win, and how to stay visible across AI Search and LLMs. With unrivaled data and real AI intelligence, Semrush helps you move faster, grow faster, and make sure your brand is the answer wherever customers ask.Timestamps00:00 - Start00:34 - Why Zaria left Duolingo01:32 - Why Zaria moved from Duolingo to Doordash02:44 - Coping with a rapid career trajectory04:58 - The big moments for Duolingo07:00 - Can you plan virality?08:30 - How important was it having Duo as a brand character11:02 - Why Duolingo killed duo13:23 - Sending Duo’s ashes to Dua Lipa14:05 - What are the conditions that make a successful social media campaign16:01 - How Zaria spots trends and turns them into content17:41 - Thinking long term through a social media lens19:39 - How to scale viral social media efforts21:36 - Why who your boss is matters so much22:52 - When things go wrong on social media24:47 - Why Zaria built a personal brand28:02 - What Zaria is hoping for in the future28:59 - How is AI changing social media?31:36 - Social media advice for podcasters32:20 - How to cope with the intensity of working in social media34:58 - The best marketers hate marketing36:25 - Why you need to embrace boredom
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38:02
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38:02
Unilever Brand Building Masterclass with Esi Eggleston Bracey, CMO
Esi Eggleston Bracey is the Chief Marketing and Growth Officer of Unilever. Esi joined the company in 2018 and has served as President of Unilever USA and CEO of Personal Care in North America. Prior to this, she led their $5 billion Beauty & Personal Care portfolio for North America as EVP and Chief Operating Officer which included responsibility for brands such as Dove, TRESemmé, Suave, Vaseline, Degree, Axe and more. There's a reason why this is a brand building masterclassEsi has been recognised with many industry awards including being named as one of Forbes World’s Most Influential CMOs, a Forbes Entrepreneurial CMO 50, Women’s Wear Daily Marketer of the Year, ADCOLOR Legend, Ad Age Vanguard Award and more.Timestamps00:00 - Intro00:54 - From P&G to Unilever, Esi’s career journey03:09 - How important is breadth of experience as a marketer04:54 - How to increase your marketing budget07:45 - Why Esi has growth in her title and not just Chief Marketing Officer08:36 - The most surprising thing about running 400 brands10:37 - What skills do marketers need to be successful today?12:08 - Esi’s thoughts of AI in marketing17:14 - How to win the hearts of your consumer19:48 - Unilever’s SASSY framework for winning hearts and minds21:45 - Why we buy more when we feel more23:27 - The secret behind the groundbreaking Dove marketing26:45 - Why Uniliver are spending 50% of media on social and 20x spend on creators29:18 - How the Vaseline Verified campaign took off30:37 - Unilever’s framework for successful social media campaigns32:29 - Applying the SASSY Framework to innovation35:19 - Unilever’s collaboration with Crumbl Cookies37:42 - How Unilever uses AI39:45 - Which Unilever brand would Esi buy?41:46 - The power of consistency42:43 - How do you nurture the next $1b portfolio brand
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46:09
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46:09
How Diageo’s Joint Venture will transform Ciroc & Lobos 1707 - Nick Tran
Nick Tran, is the CMO and President of First Round, leading Diageo’s new joint venture with Main Street Advisors to oversee two of the world’s most culturally driven spirits brands: Ciroc and Lobos 1707. Nick shares how he’s approaching brand reinvention vs continuation, why product innovation and cultural relevance are key, and what goes into long-term brand growth. We also touch on the future of social media, AI’s role in marketing, and what it takes to build a truly modern CMO career.00:00 - Intro00:36 - How the Diageo and Main Street Advisors partnership happened?02:49 - The long term view for Ciroc and Lobos 170706:10 - The plan for Ciroc08:57 - Reinvention vs continuation when transforming a brand11:31 - Focusing on product innovation and serve for Ciroc and Lobos 170714:14 - Is alcohol drinking trending down?19:00 - How do you become culturally relevant?22:07 - Using the Liquid Death challenger mindset24:08 - The role of celebrities and influencers for drinks brands27:16 - Why Nick is investing in his personal brand31:53 - What does it take to become a successful CMO?37:04 - How Nick invests in other companies41:59 - Nick Tran’s thoughts on AI45:47 - Have we reached peak social media?50:39 - Bonus Question
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52:24
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52:24
Nils Leonard: Don’t Confuse S**t Ads For The Death Of Creativity
Nils Leonard, Uncommon Studio's co-founder and Creative Director is back, and the mic is hotter than ever. We're tackling why Uncommon is pushing the boundaries of out of home, including the divisive BA "Reflections" campaign, what Nils thinks of the energy in the US vs the UK, and why we have a lot of work to do if we want creativity to thrive in this country.Timestamps00:00 - Start00:52 - How did Uncensored CMO end up at Uncommon Studios02:33 - What just Jon want to happen as a result of this episode?04:45 - What does Nils want to happen as a result of this podcast?06:10 - Nils' advice to founders wanting to start an agency07:51 - Uncommon’s work with The Ordinary13:38 - Why Uncommon loves out of home15:31 - Uncommon’s out of home work with British Airways22:20 - Uncommon's B&Q out of home26:51 - Uncommon's Hiscox work29:55 - Uncommon’s EA work32:51 - Uncommon’s JD Sports work turning the lens on the community37:45 - British Airway’s safety video43:40 - The culture of creativity in the UK vs US46:40 - Why Campaign’s"Turkey of the Week" is a terrifying reflection on the UK48:52 - WPP and creativity51:28 - Who killed creativity?53:53 - What Brits can learn from Americans to bring creativity back
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1:00:37
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1:00:37