Uncensored CMO

The media landscape has changed faster than most marketing plans have. Evan Shapiro, known as the Media Cartographer for his widely used maps of the media ecosystem, joins Uncensored CMO to explain where attention is really going, which channels marketers are overvaluing, and where the best opportunities may now lie.They assess the relative value of TV, YouTube, podcasts, TikTok, Instagram, LinkedIn and creators, asking a deceptively simple question: are marketers spending in line with how people actually consume media?Evan also explores the shift of power towards consumers, why employee-generated content could become a major force, and where job losses are likely to hit the media industry next. They discuss the rise of founder-led media, the opaque problem of ad fraud, and what Evan has learned from building his own podcast.Timestamps00:00 - Start00:42 - Intro to Evan Shapiro01:43 - Evan’s path into media03:38 - How to entertain people with keynote speeches06:37 - The biggest changes in the media universe: the shift to the consumer10:44 - Where is attention being placed in 2026?14:20 - The data on attention17:22 - Overvalued vs Undervalued media17:57 - TV: Undervalued or Overvalued?22:29 - YouTube: Undervalued or Overvalued?25:35 - Why Employee Generated Content is going to be huge27:53 - Creators: Undervalued or Overvalued?30:06 - Podcasts: Undervalued or Overvalued?31:30 - TikTok: Undervalued or Overvalued?31:57 - Instagram: Undervalued or Overvalued?32:37 - Facebook: Undervalued or Overvalued?33:51 - LinkedIn: Undervalued or Overvalued?35:43 - How will the media landscape change in the next 12 months39:53 - Where are job losses being felt in media43:33 - The rise of founders46:17 - Ad fraud in the media ecosystem50:30 - Evan’s lessons from running his podcast56:57 - The best advice Evan has ever been given ---Thank you to our sponsors System1 and HubSpotDownload System1's creator effectiveness report here:<a href="https://system1group.com/the-creator-effectiveness-playbook">https://system1group.com/the-creator-effectiveness-playbookFind about more about HubSpot's AEO product here:<a href="https://www.hubspot.com/products/aeo">https://www.hubspot.com/products/aeo

Karen Blackett is one of the most respected leaders in marketing and media. As the former UK President of WPP and former CEO of GroupM UK, she has led through industry change, crisis and growth at the highest level.In this marketing leadership masterclass, Karen shares the principles that have shaped her career: why great teams need diverse perspectives and healthy tension; why leaders must say what they really think; and how to make better decisions without mistaking consensus for alignment.She reflects on leading GroupM UK through COVID, how she approaches recruitment, and the small meeting habit that helps ensure the most important conversations actually happen. Karen also discusses the evolving client-agency relationship, what the future holds for the creative industry, and the challenge of rebranding Barbados.

What happens when a CMO brings the discipline of P&amp;G, private equity and fintech together?Vineet Mehra, CMO of Chime, joins Jon to explain how the challenger bank has disrupted one of the most established industries in the world - and why modern marketing leaders need to become more fluent in the language of commercial value.Vineet shares what marketers can learn from private equity, how to position investment with a CFO, and the financial metrics he watches most closely. He also unpacks the constant balancing act between long-term brand building and short-term performance: not treating them as opposing forces, but connecting both to sustainable growth. They also discuss where AI is genuinely creating return, how marketers can avoid becoming commoditised, and the skills CMOs will need as AI reshapes the profession.Timestamps00:00 - Start01:21 - Vineet’s background at P&amp;G04:51 - What marketers can learn from working in Private Equity07:50 - What is Chime Bank?09:02 - The strategies that Chime used to disrupt the banking industry13:46 - Advice on how to position marketing to the CFO17:00 - What financial metrics is Vineet most focused on?19:40 - How Vineet combines long term and short term marketing23:59 - Are we in a golden age for marketing?26:59 - How Vineet is getting the biggest return on his AI investment31:13 - How to stop AI commoditising marketers36:09 - What skills will a CMO need in an AI-first future38:58 - How to see AI as an opportunity not a threat40:13 - Why Vineet is on the Effie’s board42:15 - Why Vineet spends time building his personal brand on LinkedIn46:00 - What’s the bst advice Vineet has ever received? ---Thank you to our sponsors System1 and HubSpotDownload System1's creator effectiveness report here:<a href="https://system1group.com/the-creator-effectiveness-playbook">https://system1group.com/the-creator-effectiveness-playbookFind about more about HubSpot's AEO product here:<a href="https://www.hubspot.com/products/aeo">https://www.hubspot.com/products/aeo

AI is rapidly changing how people search, shop and discover new brands. So what does that mean for marketers?Sophie Neary has spent the past few years inside Google, giving her a front-row seat to some of the biggest shifts in consumer behaviour and advertising. In this episode, she joins Jon to explore what she's learned, the assumptions marketers still get wrong about Google, and the surprising ways consumers are already using AI.They discuss how brands can show up in AI-powered search, the evolving relationship between advertisers and creators, how to make the most of the crucial golden quarter, and what AI commerce could mean for the future of shopping.Plus, as AI becomes capable of doing more of the work, Sophie and Jon ask a bigger question: which uniquely human skills will become even more valuable to marketers?This episode is an advertisement feature brought to you by Google.

Dr Margaret Heffernan is one of the world's leading thinkers on uncertainty, leadership and creativity. A bestselling author, entrepreneur and former CEO, her latest book, Embracing Uncertainty, challenges one of the biggest assumptions in business that the future can, and should, be predicted.In this episode, Margaret explains why forecasting often fails, where great ideas really come from, and why spending more time with uncertainty can actually make us better leaders and marketers. We discuss the dangers of relying too heavily on data, the surprising habits of highly creative people, and why walking might be one of the best things you can do for your thinking.