April 16, 2024

Ep.

130

62:47

MIN

A CMO Masterclass - how John Lewis redefined emotional advertising - Craig Inglis

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Today we're talking about what makes a great CMO. One of the CMOs that I've admired throughout his career is Craig Inglis, who famously was a CMO for John Lewis for many years, making those ads that you saw at Christmas and really defining the genre of Christmas advertising.

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Creators and guests

Jon Evans

Host

Jon Evans

Host of Uncensored CMO

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Timestamps

Intro 00:

Craig’s marketing background 00:

Craig’s biggest marketing failures 00:

How to have a long tenure as a CMO 00:

How to be a great CMO 00:

Guessing the most emotional John Lewis ads 00:

How to move from rational to emotional strategy in retail 00:

How to sell in creative ideas to rational CEOs and CFOs 00:

The business impact of Monty the Penguin for John Lewis 00:

How John Lewis ads does long and short 00:

Focusing on customer experience 00:

From large consumer brands to B2B 00:

Being the chair of the Marketing Society 01:

Working for The Entertainer

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