System1Group

Responsible for leading the wonderfully talented marketing, partnership and business development team at System1. We are world leaders in understanding what makes advertising and innovation work and then measuring its potential impact via Test Your Ad, Test Your Idea and Test Your Brand. We are constantly creating new tools to enable decision makers to have confidence in creative development and make the data driven case for emotion. Check out our Ad of the Week and regular reports on how to make effective advertising.

Chief Customer Officer

CMO for System1 Group the world leading Advertising Effectiveness Agency.  We use the power of emotion to predict the impact of advertising on short and long term market share growth. We also provide Creative Guidance to help our customers make 5 Star Advertising. Responsible for launching our Ad testing service under a new Test Your Ad platform which allows fast and effective testing of Advertising and benchmarking against over 100,000 other Ads in the majority of US and UK categories. We also offer world leading tracking via Test Your Brand and innovation pre-test with Test Your Idea.

Chief Marketing Officer

Uncensored CMO

Host of the popular marketing podcast Uncensored CMO interviewing the world's best marketers and often found in the top spot of the marketing podcast charts. It has been downloaded over 2 million times, been viewed on social 40 million times, reaches over 150 countries and continues to grow at over 100% a year. More info can be found at uncensoredcmo.com. I have also spent some time as a freelance CMO helping agencies understand clients better, training in the pitch process and delivering new business development.

BrewDog

Something of a dream job to work on Brewdog as their first CMO! A business that has achieved so much in a very short space of time (Brewdog count in Dog years by the way!). Despite great potential I wasn't able to find a way to work in a very specific culture but still got an insight into one of the world's most successful challenger brands and delivered plenty of ideas in a short time. Concluded that the timing wasn't right for CMO to take over in a strongly founder-led organisation.

Lucozade Ribena Suntory

As Marketing Director and a member of the UK Executive Committee I oversaw a team of 65 people and annual A&P investment of £50m. I led the business through what may be considered the most significant structural change in its history with the introduction of the Soft Drinks Industry Levy (Sugar Tax)

Key highlights:
- Turnaround of Lucozade Energy with new ENERGY BEATS EVERYTHING campaign, the largest ever investment in the brand, in response to consumer backlash to re-formulation.
- Relaunch of Lucozade Sport under the MADE TO MOVE platform bringing the brand back into growth and supporting 1 million people moving more.
- Leading Ribena through reformulation following implementation of the sugar tax with award winning THATS SO RIBENARY campaign.
- Supporting the continued expansion of in-house agency capability (TED team) to realise significant cost saving and create a powerful creative resource managing ATL and ATL asset creation.
- Development of seed brand capability to launch into new sub-categories such as premium tonics and enhanced water

Marketing Director

Purity Soft Drinks

Marketing Director on the Board of Purity Soft Drinks Ltd, a Private Equity backed business with ambitious growth plans.  Very broad experience but a particular focus on fast-tracking product innovation, brand building on limited resources and growing distribution and rate of sale. Key highlights

- JUICEBURST was one of the fastest growing soft drinks brands in the UK market at +98% (IRI MAT to March 15) and is proven to grow the category by an average of +22%
- World's first ever interactive soft drink brand (using Blippar's AR App)
- Fast track Innovation such as JUICEBURST Skinny low calorie Juice and JUICEBURST No Added Sugar the first School approved Juice brand
- Firefly in Top100 CoolBrands for 2015-16 and also The Grocer Product of the Year 2014 (Adult drinks)

Britvic plc

I was responsible for setting up and running a Seed Brand Unit in conjunction with PepsiCo which runs the brand management, customer activation and field implementation of a number of challenger brands including Lipton Ice Tea, Mountain Dew, Drench, Gatorade, V Water, Pure Rush & Purdey's

Head of Seed Brands

Britvic International

I was responsible for heading up the Marketing department in the International division of Britvic and overseeing the expansion of key brands into new International markets.  Part of the senior management team responsible for doubling the size of the business in 3 years!

Head of Marketing - International

I was responsible for delivering rapid growth of the Fruit Shoot brand in Holland overseeing all elements of the marketing mix and the successful launch of the Robinsons brand in the Nordic markets

Marketing Manager - International

I was responsible for turning around the performance of Robinsons as well as accelerating the growth of Fruit Shoot in Ireland, the largest export market for Britvic

Marketing Manager - Ireland

First Drinks Brands

I was responsible for the marketing of a number of Wine & Spirit brands including the first re-launch of Mateus Rose in 50 years, the development of a new Disaronno ATL campaign & the growth of both Tio Pepe & Croft Sherry

Senior Brand Manager

Britvic Soft Drinks

Various roles in Customer Marketing & Category Management the highlights of which include the launch of Robinsons Fruit Shoot, the management of Pepsi BTL campaigns and the creation of the company Category Strategies.

Channel Marketing Manager

Chief Customer Officer | CMO | Uncensored CMO Podcast host | Speaker | Columnist

An experienced commercial leader with lots of senior level sales & marketing experience running both well established and challenger brands. 

More recently I switched from client side to agency side and I am currently working as Chief Customer Office for System1 the world-leading provider of advertising and innovation testing. I combine this role with being host of the Uncensored CMO podcast which has gone on to be one of the most popular marketing podcasts in the world.

Previous experience includes a short stint as CMO for Brewdog, Marketing Director at Suntory leading some of the UK's most iconic brands, on the Board of Purity Soft Drinks, a Private Equity backed Soft Drink business and working for Britvic Soft Drinks running a 'Seed Brand Unit' in conjunction with Pepsi.

Specialities Include: Podcasting, Feeling Seen - how diverse advertising unites us, effective advertising, successful innovation, winning pitches, challenger brands, business development, brand management, customer activation, field marketing, International marketing, brand turnarounds & creative problem solving.

10 LESSONS FROM THE WORLD'S BEST RESTAURANT

To become the World's No.1 Michelin restaurant is an astonishing achievement and one that took Will Guidara going to unreasonable levels of hospitality

Here are 10 lessons I took for marketers from this episode of Uncensored CMO

1. THE BEAUTY OF BEING UNREASONABLE

The word unreasonable is an unusual one when talking about hospitality however being unreasonable in the pursuit of beautiful things is where transformation happens

2. MARKETERS ARE IN HOSPITALITY

Will and the team became the best because they focussed not only on the product but also on the experience. They did this because how people feel is more important than anything else.

3. REVERSE BENCHMARKING

The phrase was coined by Rory Sutherland after he read the book and the idea that rather than focussing on what your competitor does well, focus on what they don't do well.

4. THE 95:5 RULE OF BUSINESS

Will was maniacal in his focus on cost reduction 95% of the time but that was done so that he could spend 5% 'foolishly' on something that would far exceed the customers expectation. 

5. CHOOSE CONFLICTING GOALS

The idea of being exceptional at both food and service created a conflict as it is extremely hard to do both. However sitting in the tension of conflicting goals is where success was found because of the tension, not despite it.

6. BECOME RESTAURANT SMART

Where does the highest paid person spend their time? In the restaurant or in head office? Reduce the gap between information and decision making by spending as much time in the place where your customer is.

7. PAIN POINT PURGING

Identify the greatest pain points for your customer and turn those into magical experiences. He took paying the bill and turned it into the highlight at the end of the meal rather than the bump back to reality.

8. ADVERSITY IS A TERRIBLE THING TO WASTE

Embrace the lessons learnt in adversity as they will create the conditions for long term success. If you can become profitable in hard times then you'll be extremely profitable in good times.

9. HIRE WELL

Hire people with the right characteristics but without experience in the sector so they are not constrained by "how things have always been done". Greatness often requires the naivety of not knowing it shouldn't be possible.

10. THE POWER OF PERSISTENCE

The most talented are not the winners, the most persistent are. Keep going long enough to learn how to execute brilliantly and experience the compounding effect of time and practice.

This episode is packed with so much good advice

To listen see here

apple
https://lnkd.in/eQ8SVW9i

Spotify
https://lnkd.in/eA4APxfP

YouTube
https://lnkd.in/eRrHD4cN

Sign up to my newsletter here 👇 

The One Thing
https://lnkd.in/etvJGuqr

Jon Evans

10 lessons from the World's no.1 restaurant

WHO SAID APPLE CAN'T DO ADVERTISING?

I can't tell you the amount of times people quote apple as a brand who have grown through an amazing product but haven't made a good ad for a very long time

Well maybe that has changed with this new Christmas Ad for the iPhone

No close up product

No Mega pixel count

No headline message

Instead it's long form, full of festive story-telling and even has animals throughout which as anyone who has read work by Orlando Wood will know has a greater ability to capture attention and generate emotion than just about anything

And the product is more a case of show rather than tell

Have a watch and see what you think?

It's in testing with System1 as we speak so will have some results to share in the next 24 hours

Andrew Tindall Genevieve Norris

Chief Innovation Officer, System1 Group, Author of Lemon and Look out (IPA), Creator of a.p.e. (advertising principles explained), Co-host of Never Mind the Adverts

System1

The World’s Best Ads & Why They Work | SVP @ System1 | Marketing Effectiveness

Global Communications Manager at System1 Research | Equipping marketers with creative confidence

Jawad Bisbis

THE HIGHEST SCORING 10" AD EVER

Every year I have the exact same conversation with McCann Manchester and Aldi UK - how on earth are you going to beat last year??

They take Christmas very seriously and for the past 10 years have created the Kevin the Carrot themed Christmas campaign which just goes from strength to strength topping the charts most years

But here is the problem

Having achieved the highest possible System1 star rating of 5.9 Star consistently either we have to make a new 6 star category or they have to break new records

And that's what they did

The 10 second teaser is the highest scoring 10 seconds we have ever tested

Creating emotion takes time and you'll all be familiar with the John Lewis style 60 second epic (kudos to them on a return to form this year by the way!) but to evoke emotion in 10 seconds is a much harder task

And here is the secret

Spend 10 years building on ONE. SINGLE. IDEA.

We all know Kevin.
We all know the stories.
We all know the jokes.
We all know the voiceover.
We all know the music.

Because as we know thanks to Andrew Tindall and The Creative Dividend - a joint project between System1 and Effies - good creative compounds and just gets better for every year that passes. 

That is why Aldi have earned the right to be able to land in 10 seconds what it might take someone else 60 seconds

I am told there are a few more surprises coming so let's see if the team can break some more records

At least, for now, we don't have to invent a new scoring system!

Massive kudos to everyone at Aldi and McCann for sticking with Kevin

Jamie Peate Darren Hawkins Kyrsten Halley Orlando Wood Genevieve Norris Jess M. Emese Peter

THE NO.1 PERSONAL CARE & BEAUTY AD EVER

I love how the Dove brand has consistently challenged how we see beauty standards and in this spot want us to talk about beauty less

ChangeTheCompliment Dove is officially the highest scoring Personal Care & Beauty brand on the System1 database scoring a 5.9 STAR

In fact its one of the highest scoring Ad's ever. Period.

Walking the talk.

One of the reasons this works so well for me is that it shows real life and focuses on a scenario every single parent or young child can relate to which makes it deeply emotional

What is pleasantly surprising, and shows the power of Dove, is that when the narrative encourages the audience to change the compliment the amount of happiness goes up. The brand is hitting on a deeply held belief.

It is now 20 years since Dove started the campaign for real beauty and this shows the power of a creative idea that compounds over time

Today on Uncensored CMO I will be interviewing the Unilever CMO Esi Eggleston Bracey and asking her all about why Dove has been so successful - amongst many other things!

Without wanting to trigger a purpose debate this is an example of where purpose works powerfully because its at the core of what the brand stands for and has been authentically applied for decades.

Kudos to everyone who has worked on Dove over the years

Kerry Collinge Genevieve Norris Andrew Tindall

HOW FREE COGNAC EASED THE PAIN OF A CHEQUE

There is a brilliant story that Will Guidara tells about how his restaurant would approach giving their customers the cheque at the end of a meal

It's a difficult moment to judge as the act of bringing the bill to the table signals the end of the experience and that you want the guests to leave.

It's a pain point for the customer.

Instead he decided to make that the highlight

He would bring a full bottle of Cognac over and pour everyone a glass and then leave the entire bottle for the guests to pour each other as much as they liked

The cheque would be left to pay whenever they felt like it

I am sure we all know that moment after a meal when someone shares the end of a bottle of wine and no-one wants to leave. Will was tapping into that feeling to make sure that the experience ended on a high. Not only did this act of generosity make everyone feel good but gave them something to tell their friends about.

Will operated what he called the 95:5 rule. Monitor 95% of you spend like a maniac but spend 5% of it "foolishly" on an experience that will far exceed your customers expectations.

The Cognac is a wonderful example of that

How can you take a pain point for your customer and turn it into a moment that will build your brand?

Would love to hear your examples of how a brand has done this?

To hear the full episode of Uncensored CMO you can listen here

apple
https://lnkd.in/eQ8SVW9i

Spotify
https://lnkd.in/eY37kmVZ

YouTube
https://lnkd.in/e3-q3ACJ

If you never want to miss an episode and hear what I think The One Thing that stood out each time was then sign up here 👇 

The One Thing
https://lnkd.in/etvJGuqr

THE 95:5 RULE OF BUSINESS

When investing in your brand not everything should be about how efficiently you spend money because sometimes a little inefficiency can achieve extraordinary results

Will Guidara the NYT best selling author of Unreasonable Hospitality ran the World's no.1 restaurant based on this simple rule

Be maniacal in your focus on reducing spend 95% of the time

So that you can afford to be "foolish" in how you spend the remaining 5%

The idea came from an extravagant Italian Gelato spoon that Will introduced to his Gelato stand

It was so much more expensive than a regular spoon and he was put under pressure to replace it but noticed it was the one thing everyone talked about and led to people seeking out the Gelato just to experience the spoon

He did the same with the wine on a tasting menu.

He would save cost on most of the wines so he could spend a lot on one of the wines. People would be so surprised about getting the expensive wine in the tasting menu that they would never forget the experience.

It's a lesson in knowing the value of something as well as the cost

If Will had spent all his budget "foolishly" he would have been bankrupt long ago but what stands out is that he combined extreme cost cutting with extravagance. 

Knowing precisely where to spend and where to save.

As Marketing budgets keeps getting cut perhaps you should consider deciding what you should spend MORE on and how you can save that elsewhere

For more inspiration check out the latest Uncensored CMO which is one of the best I have ever recorded

apple
https://lnkd.in/eQ8SVW9i

Spotify
https://lnkd.in/ed-AVgM2

YouTube
https://lnkd.in/exijdSAS

And if you want to never miss an episode you can sign up to my newsletter here 👇 

The One Thing
https://lnkd.in/etvJGuqr

THE SECRET TO GARY VEE'S SUCCESS

I asked Gary Vaynerchuk why he has been so successful and his answer hits on one of the most eternal truths about marketing that everyone forgets

The customer is always right

He has been obsessed about creating value for the customer and as he explains in is well know concept of 'jab, jab, jab, right hook' there is power in generosity

As he said, the most selfish thing you can do is be selfless

Social media has enabled peopled to create value at scale whether that's through entertainment or providing useful advice

Spending so much time with customers has also enabled Gary to understand and react to what is going on. Constant feedback from the customer means he can spot trends and invest in things that are working

In his book he talks about that fact that 99% of executives in large companies are focused on the internal customer and looking good

However success comes from being obsessed with the external customer and that can be hard when it feels like a trade off with internal ones.

Without question I have been at my most successful when the customer has been the dominant priority

We recorded this episode of Uncensored CMO back where it all started for Gary in his Dad's wines store 

Listen here

apple
https://lnkd.in/ecjUbGbE

Spotify
https://lnkd.in/eFbqevur

YouTube
https://lnkd.in/ecUpyhTe

Would love to know what you think so leave me a comment below 👇

YOU ARE A 49 SECOND VIDEO AWAY FROM GOING VIRAL

This was what Gary Vee told me when he was talking about why he believes TikTok is the best media this side of a Super Bowl spot

It is incredible how social media has democratised access to audiences and enabled reach at a much lower cost and TikTok has the most potential to do this

on Uncensored CMO I have interviewed plenty of founders and brands who have leveraged TikTok

Think about how Zaria Parvez created the Duo Lingo character or Allison Ellsworth launched Poppi by telling her story or how Rob Mayhew uses comedy to build a B2B audience

We all get hooked on the drug of "make it go viral" but what these people really did was these 5 things 

✨ Audience - they really understood their audience

✨ Entertain - they made something funny or surprising

✨ Distinctive - they stood out to ensure they are remembered

✨ Consistent - they kept going to increase the odds of the viral moments

✨ Expertise - they invest in understanding how the platform works

Earlier this year we released a System1 report called 'The Long & Short (form) of it' led by Andrew Tindall and Josh Fruttiger breaking down what makes a successful TikTok

You can download a copy of it here

TikTok Report
https://lnkd.in/eZGjkM98

If you want to hear more from Gary you can listen to my chat with him here

apple
https://lnkd.in/eYM5t-4r

Spotify
https://lnkd.in/ekSDHKJd

YouTube
https://lnkd.in/egc-dzhk

Finally would love to know which brands are doing the best work on TikTok so drop me a comment below 👇 

Kerry Collinge

IS THIS VIDEO REAL?

I recently shared a video of Gary Vaynerchuk saying "The best deal in marketing is a TV COMMERCIAL"

But was that real?

In the age of AI we are living in it is possible to recreate my Uncensored CMO interview with Gary and make him say the opposite of what he said

Very soon we will be entering an age of trust where the authenticity of what you are watching will need to be verified

After all has Gary really given up his obsession with saying TV is dead?

As it happens Gary did say TV was the best deal, and as listeners will know he was talking about Super Bowl which he thinks is grossly under valued as a media

With Algorithms driving engagement with shock factor and even the most trusted news organisation on the planet manipulating footage of the US President trust is about to become a huge deal - not that it wasn't a pretty huge deal before!

I think Gary is on the money about Blockchain having its day and needing to mint the conversation we had here

Would love to know what you think?

Episode link in comments

Sam Price Kerry Collinge

Chairman – VaynerX, CEO – VaynerMedia, Creator – VeeFriends

Freelance Social Media Manager 📲 Podcast growth specialist 🎙️ 10+ years building the largest brands online.

Uncensored CMO Podcast MD | Commercial Director a.p.e I MiniMBA | ThePowerMBA/ Co-Author of Pivot and Grow I Board Advisor I Mentor

Rod Molina

IT ISN'T LUCK. IT'S HARD WORK.

A really interesting clip here from my chat with Gary Vee where he says he doesn't believe in luck but thinks success comes down to hard work

I know what he means.

It's the old Gary Player quote "the harder I work the luckier I get"

It reminded me of a really impactful study I read in Jim Collin's book Great by Choice. He measured how much good or bad luck a large numbers of companies had over a sustained period of time.

He concluded that good and bad luck is fairly evenly distributed

The difference between successful and unsuccessful companies came down to this one thing

What they did with luck.

It didn't matter whether it was good or bad luck, what mattered was how they respond to the event. Did they double down on good luck? Did they learn and pivot from bad luck?

This is really Gary's point.

Luck happens to us all but what matters is the hard work we put in to take advantage of luck.

To hear from from Gary on Uncensored CMO listen here

apple
https://lnkd.in/ecjUbGbE

Spotify
https://lnkd.in/er3rHCXd

YouTube
https://lnkd.in/ehtdry3M

And if you never want to miss an episode then sign up to my newsletter The One Thing here

The One Thing
https://lnkd.in/etvJGuqr

taplio

Jon Evans's Linkedin Analytics

Jon Evans

Performance ScoreJon Evans's LinkedIn Performance

What is Jon talking about?

Jon Evans's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?

taplio

.css-6ytdur{background-image:linear-gradient(284deg, rgba(39, 43, 72, 1) 0%, rgba(33, 47, 183, 1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Jon Evans's Linkedin Analytics

Jon Evans

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jon Evans's LinkedIn Performance

What is Jon talking about?

Jon Evans's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

Jon Evans's Linkedin Analytics

Performance ScoreJon Evans's LinkedIn Performance

Jon Evans's Best Posts (last 30 days)