Creative Partnership: Tim Ellis and Glenn Cole showcase how mutual respect, open communication, and a collaborative spirit can create a strong and lasting partnership, leading to innovative and engaging advertising campaigns that resonate with audiences and transform the sports industry.
Tim Ellis, the CMO of the NFL, shared his unique career journey that took him from acting to advertising, where he discovered his passion for creativity. He highlighted the strong partnership he has with Glenn Cole of 72 and Sunny, emphasizing that mutual respect and open communication are essential for a successful and lasting collaboration. Their approach focuses on creating compelling narratives and engaging campaigns that resonate with audiences, showcasing how creative teamwork can drive growth and innovation in the sports industry. Both Tim and Glenn value transparency, involving each other in every step of the creative process, which helps them produce outstanding work that embodies their vision for the brand. This enduring partnership stands in contrast to more transactional client-agency relationships seen today, demonstrating that genuine collaboration leads to better results and fulfillment in their roles.
Trust and Creativity: Strong relationships in work require trust and open dialogue, allowing team members to share ideas and learn together. Consistency in brand identity fosters trust with consumers, leading to meaningful connections and better creative outcomes.
Building strong relationships in a professional setting relies on trust, transparency, and effective communication. It’s important to create an environment where team members feel safe to share perspectives and try new ideas without fear of criticism. The process of trying, learning, and iterating together strengthens bonds and leads to better creative outputs. Staying consistent with brand identity while allowing for authentic expressions is crucial as well. When brands or teams change direction suddenly, it can disrupt trust and familiarity. Maintaining a humane and emotional connection, particularly in industries like advertising, ensures that ideas resonate with the audience. Ultimately, success comes from ongoing collaboration, courage to explore new paths, and a commitment to authenticity in every creative endeavor.
Humanizing the NFL: Highlighting players' personal stories and emotions makes the NFL more relatable, transforming its image and engaging fans.
NFL players often wear helmets, which can make it hard for fans to connect with them personally. By showcasing the players' emotions, personal stories, and lives off the field, the NFL has created a more relatable image. This ‘helmets off’ strategy allows fans to see the human side of athletes, making them feel closer to the players. It transforms the typically fierce and gladiatorial image of the sport into something that highlights athletes' values and personalities. This change has opened up new creative opportunities in marketing and storytelling, ultimately making the league more engaging and appealing to fans. Understanding the current cultural climate and how to resonate with fans each season is crucial to maintaining this connection and excitement for the game.
Inclusive Football: The NFL promotes inclusivity in football, celebrating diverse participants and fostering excitement through emotional and engaging campaigns, aiming to uplift communities involved in the sport.
The NFL is focusing on celebrating the diverse communities embracing football, highlighting players of all ages, genders, and backgrounds. By creating inclusive content that emphasizes joy and unity, the league aims to uplift the sport’s image and resonate emotionally with fans and players alike. The recent promotional campaigns showcase real individuals and their passionate involvement in the game, akin to the powerful traditions seen in other sports like rugby’s haka. As football grows internationally, the NFL embraces contributions from around the world, celebrating the sport's evolution. Their marketing strategy not only encourages excitement for the NFL season but aims to inspire participation across all levels of football. This commitment to inclusiveness has resulted in higher emotional engagement from audiences and reinforces the NFL's role in uplifting communities through sport.
Emotional Engagement: Emotional storytelling and cultural connections drive audience engagement in football, enhanced by collaborations with influencers, leading to record viewership.
Creating emotional connections through music, editing, and storytelling is crucial in events like football games. The focus is on uniting people, especially in a divided society, by celebrating shared loves like football. This emotional engagement, along with collaborations with influencers, boosts audience numbers and enhances cultural connections. Recent statistics show record viewership, demonstrating the power of marketing and relatable content. For instance, integrating influential figures like Taylor Swift not only broadens the audience but also enriches the narrative around the sport. It's not just about the game itself but how it resonates with people, making them feel part of something larger, which is essential in today's fragmented landscape.
NFL Transformation: Taylor Swift's presence has boosted NFL's appeal, especially among young women. The sport's inclusivity and entertainment value combine to create an engaging experience for diverse audiences, blending music, culture, and community around the games.
Taylor Swift's involvement with the NFL has significantly boosted the audience, particularly among young women, with a reported 30% growth. Her presence, along with the exciting atmosphere of games, showcases how entertainment and sports intertwine. The NFL offers a universal appeal, allowing participation across various body types and skill sets, making it a sport for everyone. This combination of storytelling, celebrity involvement, and inclusivity in player fitness creates a captivating spectacle that draws diverse audiences, turning games into memorable experiences. The excitement builds throughout the week leading to the game, emphasizing how the NFL is truly more than just football, as it integrates music, culture, and community engagement in an accessible way.
Flag Football Growth: Flag football is rapidly growing, especially among youth, and is now recognized as a varsity sport in many states. Its inclusion in the LA 28 Olympics highlights its significance. Promoting inclusivity and showcasing talented players like Deanna Flores help elevate its profile and attract new fans.
The growth of flag football is becoming a significant focus, particularly in the United States, where efforts are being made to include more varied participants and promote it as an exciting sport for everyone, regardless of gender or athletic background. With flag football being recognized as a varsity sport in more states, and its upcoming inclusion in the LA 28 Olympics, the aim is to attract younger fans and players. Data indicates that youth participation can lead to lifelong fandom. Highlighting talented young athletes, including women like Deanna Flores, plays a crucial role in enhancing the sport's image and drawing new audiences. Initiatives like integrating flag football into the Pro Bowl showcase the athleticism of current players while also recruiting future talent. With the NFL’s global outreach, including their activities in London and various marketing campaigns, flag football is positioning itself not just as a stepping stone to tackle football, but as a valuable standalone option.
Global Engagement: Internationalizing American football has created passionate fans, while Super Bowl ads require focus and creativity to succeed. Staying relaxed and purposeful leads to better results against the backdrop of competition.
Bringing American football to international audiences, like in the UK and Brazil, has been a learning experience. Initially, local fans lacked knowledge of the sport but have since embraced it, singing American songs and wearing jerseys. The NFL continues to expand globally, aiming to grow the game and reach new fans by creating engaging content and unique events. In the competitive Super Bowl ad landscape, it's crucial for agencies and brands to stay focused on their core message and put in the effort needed to create outstanding ads. Rather than succumbing to the pressure or getting distracted, remembering the fun of the opportunity can lead to better creativity and results.
Super Bowl Advertising: Super Bowl ads must surprise while connecting emotionally with viewers. Creativity and meaningful storytelling create memorable experiences that turn casual viewers into fans, proving that emotional engagement leads to better business outcomes.
Creating standout ads for the Super Bowl requires a blend of creativity and emotional connection. It's important to surprise audiences while remaining true to the brand. Successful campaigns not only aim for excellence but also foster conversations and excitement around ads, making viewers feel something special. Engaging storytelling resonates, and the right mix of innovation and emotional depth captivates millions. This approach transforms casual viewers into passionate fans, emphasizing that in advertising, appealing to emotions leads to memorable experiences and business success. As creativity is a major driver, balancing fun and professional pressure can inspire teams to produce their best work, connecting them deeply with audiences during the unique event that is the Super Bowl.
Emotional Connections: Marketers should embrace creativity, combining it with data and technology to evoke emotions and create genuine connections with audiences, rather than merely focusing on avoiding failure.
In today's fast-paced world, marketers need to ensure that their campaigns resonate emotionally with audiences. With the rise of social media and AI, there's a risk that creativity may be overshadowed by data-driven strategies. Marketers should aim to combine data insights with their creativity, trusting their instincts and experiences to create genuine connections. It’s crucial for CMOs to take bold steps and not just focus on avoiding failure. Instead of solely relying on technology to dictate their strategies, they should focus on crafting experiences that truly engage and move people, fostering deeper relationships with their audience. By doing this, they can not only enhance brand loyalty but also create impactful narratives that stand out in a crowded marketplace.
An emotional business: how the NFL harnesses the power of emotion to drive record audiences - Tim Ellis & Glenn Cole
Uncensored CMO
155 Episodes
Recent Episodes from Uncensored CMO
Building Britain's Most Iconic Brands - Kerris Bright (BBC)
Kerris Bright is the Chief Customer Officer at the BBC. She was previously Chief Marketing Officer at Virgin Media.
She is a highly experienced leader, bringing a customer-centred, data driven approach to setting marketing strategy and executing with creative flair. Before Virgin, she held senior marketing positions at British Airways, ICI Paints and Unilever. While at British Airways, she spearheaded the development of ‘To Fly: To Serve’, a new purpose for the organisation and a multi-platform campaign and at ICI Paints she transformed the company from a ‘multi-local’ to global brand building organisation. After gaining a PhD in molecular neuroscience from the University of Sussex, she began her career in marketing as a graduate trainee at Unilever.
Timestamps
00:00:00 - Intro
00:00:26 - Why Kerris has a PHD in molecular neuroscience
00:04:04 - Getting marketing training at Unilever
00:09:56 - From Unilever to joining Dulux in crisis
00:18:33 - How marketers can work closely with commercial teams
00:22:12 - Purpose led campaigns
00:31:36 - Lessons from Kerris’ time in Private Equity
00:42:06 - From British Airways to Virgin
00:48:42 - Kerris’ role at the BBC
00:58:32 - The power of the BBC’s editorial independence
01:01:05 - Marketing the BBC
01:05:20 - How the BBC makes engaging content
01:08:13 - Kerris’ advice to aspiring marketers
An emotional business: how the NFL harnesses the power of emotion to drive record audiences - Tim Ellis & Glenn Cole
The NFL is one of the biggest sporting entities in the world and it's reaching the biggest audiences it ever has. So in this episode, I'm joined by their CMO Tim Ellis, and Glenn Cole, co-founder of 72andSunny, their agency partner. We talk about the secrets behind a successful 7 year agency-client relationship, how to consistently make groundbreaking, emotional work, and what it takes to create a leading Super Bowl campaign.
Timestamps
00:00 - Intro
00:43 - Tim Ellis career journey
01:51 - How Tim met Glenn from 72andSunny
04:20 - Secret to a successful client agency relationship
08:21 - The compounding effect of a long term agency relationship
11:51 - Helmets off strategy
15:09 - You can’t make this stuff up campaign
17:40 - This is Football Country campaign
24:41 - Growing the audience for the NFL
27:22 - The Taylor Swift effect
34:32 - The growth of flag Football
39:30 - Growing the sport internationally
42:35 - How to make a great Super Bowl ad
49:07 - The power of emotion in advertising
An innovation masterclass; how Mauro Porcini created a culture of innovation at Pepsi
In this episode, we're talking about one of my favourite subjects; innovation. And who better to talk about it with than Mauro Porcini, who's the Chief Design Officer at PepsiCo, who is also the author of “The Human Side of Innovation”. We talk about what it takes to make innovation that succeeds, and importantly, what characteristics of people can make innovation that works, (and he really knows, because if you've read the book, there are 24 characteristics that he talks about that are essential).
Timestamps
00:00 - Intro
00:56 - The office of Pepsi’s Chief Design Officer
02:56 - How Mauro got into design
07:01 - Why you need to focus on people when innovating
16:29 - Why so many innovations fail
23:17 - Hiring the right people to foster innovation
25:42 - Key characteristics of successful innovators
33:50 - How to inspire kindness, optimism and curiosity
40:27 - Finding the balance in character traits
47:58 - The ideal recipe for innovation
51:26 - How to cultivate happiness at work
55:10 - Fighting the dictatorship of normal
57:00 - Pepsi Rebrand
David Droga on fearless creativity, founding Droga5 and becoming CEO of Accenture Song
Today I'm speaking with one of the most awarded creatives on the planet, David Droga, founder of iconic agency Droga5, and now CEO of Accenture Song, one of the largest creative groups in the world. Described by David himself as "therapy", this conversation spans topics from his start as life as a copywriter, how he created some of the most creative work on the planet and what it's like to transition from a creative to a CEO.
00:00 - Intro
01:58 - How David Droga got into advertising
07:36 - Working at Saatchi and Saatchi Singapore
12:19 - Pushing boundaries and making yourself uncomfortable
14:29 - Moving to Saatchi London
20:32 - Why David Droga started Droga5
25:55 - Droga5’s first campaign for Marc Ecko
31:23 - The first idea Droga5 presented: GE Olympics Campaign
38:30 - Droga’s Unicef campaign
43:25 - Droga’s Newcastle Brown Ale work
46:25 - Huggies Super Bowl Ad
48:44 - The Coinbase QR Code Super Bowl ad
52:22 - Characteristics of the best CMO’s Droga has worked with
56:23 - What it’s like being CEO of Accenture Song
Jon Evans Uncensored; what makes a great CMO and other lessons from 150 episodes with guest host Antonia Wade
In this episode, Antonia Wade, CMO of PwC, turns the tables and interviews our usual host, Jon Evans. From tax intern to marketing podcast host, we delve into Jon's journey through entrepreneurial endeavours at Britvic, through to being fired at Lucozade to finding a successful role in B2B at System1. We also discuss lessons Jon has learned from 150 podcast episodes with CMO's, agency creatives, founders and more.
Timestamps
- 00:00 - Intro
- 00:43 - Jon’s journey from tax to marketing
- 10:18 - Deciding if you’re more suited to corporate or entrepreneurial life
- 12:35 - Why Jon got fired at Lucozade
- 17:15 - Traits of a confident CMO
- 18:35 - How do you go from tax to research?
- 25:21 - Why Jon chose Richard Shotton as his first guest
- 27:10 - Lesson’s we can take from COVID times
- 30:20 - What makes a great CMO
- 36:49 - Do emotional ads really work?
- 39:44 - Favourite campaign that didn’t perform well with System1
- 41:19 - Is winning a Cannes Lion worth it or not?
- 44:42 - How important is purpose in advertising?
- 48:37 - Is AI the saviour of creativity?
- 52:35 - What has Jon learned about leadership from Uncensored CMO guests?
- 56:25 - Who would Jon love to have on the podcast?
- 57:34 - Happy 50th Birthday Jon!
Sir John Hegarty & Orlando Wood on the next creative revolution
Welcome to the 150th edition of the Uncensored CMO podcast. To celebrate, I'm joined by Orlando Wood, my colleague at System1 and author of Lemon and Look Out, with the legend that is Sir John Hegarty, iconic founder of BBH. Today we're talking about why they believe a creative revolution is necessary for the industry and why they are collaborating on a new course "Advertising Principles Explained" as the antidote.
Timestamps
00:00:00 - Intro
00:02:22 - Have Oasis created the most effective ad of all time?
00:16:13 - What can we learn from the history of advertising?
00:22:43 - The advertising landscape when John started BBH
00:28:04 - The next creative revolution - Advertising Principles Explained
00:32:32 - The scientific evidence for emotional advertising
00:38:38 - Who is doing the best, most effective advertising today?
00:41:58 - BBH work with Lynx / Axe
00:44:55 - Why we need more humour in advertising
00:49:32 - Advice to CMOs for selling in this approach
00:51:44 - When does Advertising Principles Explained launch?
00:54:42 - Campaigns that didn’t go well for Sir John Hegarty
00:57:11 - What role do planners have in the success of the creative
00:57:33 - How did they sell in flat Eric to Levi’s
00:58:34 - How to challenge clients to think differently
00:59:13 - What emerging trends will shape the future of advertising
01:00:05 - What skills will the CMO of the future need?
01:02:58 - What trend needs breaking today?
A Challenger Brand Workout with Gymbox Brand Director Rory McEntee
Regular listeners of the podcast will know how much I love challenger brands, and Gymbox are one of the best examples of a challenger brand really shaping up their industry. Rory McEntee is the Brand and Marketing Director for the challenger Gym brand, and is responsible for some of the most creative campaigns (which have often come along with a side helping of legal letters) that have really put Gymbox on the map.
Timestamps
00:00 - Intro
00:45 - Rory’s marketing background
02:27 - Rory’s time at Paddy Power
08:18 - Why Rory joined Gymbox
10:11 - The Gymbox founding story
14:01 - Reframing how people see the gym
16:05 - Using your constraints to your advantage
25:15 - Using every touch point as media
35:11 - Being obsessed with execution
39:27 - Forgiveness not permission with your marketing
46:43 - Dealing with taking risks
48:56 - Why the Gymbox culture is so important
53:44 - How does the business of a challenger gym work
Brand of the year CMO on Innovation, TED talks and what B2B can learn from B2C - Rebecca Hirst
Rebecca Hirst is the Chief Marketing Officer of EY UK, a TEDx Speaker and a winner of Campaign's 40 over 40. Before joining EY and making the switch to B2B, Rebecca was Marketing Director at Samsung and working on brands including Coca-Cola, Schweppes, Kellogg’s, Kleenex, Microsoft, IBM, United Airlines, Lufthansa and Star Alliance.
Timestamps
00:00 - Intro
00:54 - Winning Campaign’s 40 over 40
04:33 - Being a Ted Talk speaker
08:01 - Rebecca’s time at Samsung
13:08 - Why Jon loves being a challenger brand
17:08 - Working at Coca Cola vs Pepsi
23:00 - How Rebecca transitioned into a B2B role
25:46 - The power of compounding
32:03 - How is B2B marketing different to B2C?
37:36 - How to influence change at a large organisation
46:12 - How EY became UK’s strongest brand
52:14 - Rebecca’s advice to young marketers
Characters, humour & disasters: how GEICO changed the insurance game
Michelle Moscone is the VP of Brand and Content at GEICO, one of the most famous insurance brands in the US. Michele's career has spanned from project management at some of the biggest agencies in the world to leading creative at an organisation where creativity is at its core. In this episode we talk about why humour is so important for advertising and why we're so afraid to use it.
Timestamps
00:00 - Intro
01:08 - Michelle Moscone background and career
08:18 - How Michelle landed at GEICO
11:20 - Why are there so many characters in insurance?
21:42 - When insurance goes wrong
32:34 - Why humour is so important
36:37 - Why are we afraid of humour?
41:16 - GEICO’s greatest hits
49:51 - How to get the best out of your agency
55:43 - Michelle’s favourite GEICO campaigns
The Mischief mindset behind the most creative agency in the US with Greg Hahn
Greg Hahn is the Co-founder and Chief Creative Officer of Mischief. One of the hottest agencies in the world doing work for the likes of Tinder, Tubi and Coors Light. Previous to Mischief, Greg was the CCO of BBDO NY. During that time BBDO was recognized as the most awarded agency in the world by the Gunn Report. It was also named Agency of the Year at The One Show, ADC and The Webbys multiple times.
Timestamps
- 00:00:00 - Intro
- 00:01:10 - How did Greg Hahn get into the advertising industry?
- 00:02:42 - 14 years at BBDO
- 00:03:52 - Getting fired from BBDO
- 00:06:24 - From being fired to creating Mischief
- 00:11:08 - The extraordinary cost of being dull
- 00:14:11 - Why do so many companies play it safe?
- 00:16:36 - Winning a Grand Effie with Tubi
- 00:19:29 - The Mischief mindset
- 00:26:21 - The opposite of a good idea can also be a good idea
- 00:26:59 - How can you use you disadvantage as your advantage?
- 00:30:50 - How can you change the context and reframe things
- 00:34:10 - What would you do if you weren’t afraid
- 00:38:14 - How to make the best out of being fired
- 00:49:24 - What Mischief believes in
- 00:53:49 - How Mischief hires great people
- 00:55:29 - How does Mischief stay sharp as they grow?
- 00:56:29 - Choosing the right clients to work with
- 00:58:55 - What’s next for Mischief?
- 01:00:10 - Hardest part of growing and scaling Mischief
- 01:03:27 - Advice for starting an agency from scratch