January 3, 2024

Ep.

115

52:06

MIN

How confused.com challenged the meerkats on smaller budgets - Sam Day

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Now in this episode, we're talking about one of the most competitive markets in the world - insurance comparison. Anyone who's followed this market will know just how intense it is. And how do you build a brand when you don't have a product yourself, but you're selling someone else's product? Well, it's one of those situations where marketing is all important and advertising can make all the difference to your success.I'm catching up with Sam Day, who's been the CMO of confused.com, for the past 6 years, who successfully challenged this market and taken it from 4th to 2nd place on very limited budgets. So I want to find out from Sam the secret behind the success of the campaigns that he's run over the last few years, how he's transformed their business and what his plans are for the future.

See behind the scenes

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Creators and guests

Jon Evans

Host

Jon Evans

Host of Uncensored CMO

Guest

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Timestamps

Intro

Sam’s advice to a young marketer

Sam’s greatest failure

Management and leadership advice

The secret to an extended CMO tenure

Getting c-suite buy in with data

Consistency

Marketing when you don’t have a product

Brand vs price

Why name the brand after the problem (confused.com)

Branding against one of the best branded characters of all time

Why there’s no silver bullet for success

Spontaneous awareness - how to win an effie

Selecting an agency

Great examples of populous advertising

How agencies should pitch to CMOs

What’s next for Sam Day

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