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    Uncensored CMO

    The Uncensored CMO was created to explore the good, the bad and quite frankly downright ugly truth about marketing theory & practice.
    enJon Evans142 Episodes

    Episodes (142)

    From F1 to Manchester United: How marketing drives success in the worlds most elite teams - Ellie Norman

    From F1 to Manchester United: How marketing drives success in the worlds most elite teams - Ellie Norman

    Ellie Norman has been at the top end of some of the biggest organisations in the world, having held senior marketing roles at Formula 1 and Virgin Media. Most recently, Ellie has been the Chief Communications Officer of Manchester United, one of the most high-pressure jobs in the world. In this episode I talk to Ellie about what it takes to drive success at the very top of your game.

    Timestamps

    • 00:00 - Intro
    • 00:48 - Celebrating Southampton FC
    • 03:12 - Ellie’s marketing background
    • 07:29 - Virgin Media campaign with Usain Bolt
    • 12:09 - Why Ellie moved to Formula 1
    • 15:12 - How Formula 1 owns the brand
    • 17:51 - The Drive to Survive partnership with Netflix
    • 25:59 - Moving to work for Manchester United
    • 29:51 - Goals for the CMO of Manchester United
    • 31:23 - When do people choose the club they support
    • 32:59 - What role does social media play for Manchester United
    • 35:01 - Dealing with scrutiny as a huge brand
    • 37:10 - How Manchester United work with huge sponsor deals
    • 41:39 - How do you do a great brand partnership
    • 47:59 - Ellie’s one peice of advice for marketers


    The Marketoonist on why humour is good for business - Tom Fishburne

    The Marketoonist on why humour is good for business - Tom Fishburne

    In this episode I speak with Tom Fishburne, better known as the Marketoonist. Tom likes to poke fun at our industry through his entertaining cartoons saying what we're all thinking. We recently had him join as as our cartoonist in residence at Cannes Lions, where he shared his experience through a cartoon each day. We also discuss some of Tom's greatest cartoons and why humour is good for business.

    Timestamps

    • 00:00 - Start
    • 01:16 - How Tom Fishburne became a cartoonist
    • 05:00 - Why is humour so important in the workplace
    • 06:29 - Going full time as the Marketoonist
    • 12:42 - Humour in the creative process
    • 19:21 - Outdoor ads
    • 22:30 - Discussing some of the Marketoonist’s greatest hits
    • 23:17 - IoT cartoon
    • 26:59 - Customer funnel cartoon
    • 33:05 - Shiny new things cartoon
    • 34:13 - Covid Cartoon
    • 36:32 - AI cartoon
    • 39:44 - The Marketoonist at Cannes
    • 42:37 - Day 1 Cannes cartoon
    • 45:39 - Day 2 Cannes cartoon
    • 49:31 - Day 3 Cannes cartoon
    • 53:46 - Day 4 Cannes cartoon
    • 54:25 - Day 5 Cannes cartoon
    • 57:59 - Jon’s own podcast cartoon

    How e.l.f built a billion dollar beauty brand - Kory Marchisotto

    How e.l.f built a billion dollar beauty brand - Kory Marchisotto

    Kory Marchisotto is the Chief Marketing Officer of e.l.f Beauty, a beauty company that surpassed over $1b in annual sales. They're digital first brand builders, taking the internet by storm and connecting closely with their customers. In this episode we talk about why Kory invests heavily in their brand, how every employee is a shareholder and why they collaborated with Liquid Death.

    Timestamps:

    00:00 - Intro
    01:15 - Kory’s background
    06:11 - Founding story of e.l.f
    08:39 - How do e.l.f make their products so affordable
    11:30 - Why e.l.f are investing in brand building
    15:15 - Staying close to your consumer
    19:44 - Bringing customer insight into the business
    21:23 - Staying agile as a large business
    23:43 - Where have e.l.f invested marketing spend
    27:28 - The e.l.f customer demographic
    30:57 - e.l.f’ x Liquid Death collaboration
    33:24 - e.l.f x Chipotle
    37:01 - The e.l.f culture and why it’s important
    41:00 - Kory’s advice to younger marketers
    44:08 - Why Kory shares her learnings so much on LinkedIn

    How Gymshark built a unicorn with influencers - Noel Mack

    How Gymshark built a unicorn with influencers - Noel Mack

    We're again talking about one of my favourite topics; challenger brands. In this episode we've got one of the most successful challenger brands in the world, Gymshark. They're one of the original influencer and social media creative brands, growing to be Britain's fastest growing Unicorn. I'm joined by their Chief Brand Officer, Noel Mack, to give me the inside scoop on exactly how they did it.

    Timestamps

    00:00 - Intro
    02:29 - Gymshark Origins
    04:49 - How Noel Mack bet Ben Francis
    07:59 - What is a Chief Brand Officer?
    09:28 - How Gymshark do influencer marketing differently
    15:17 - Growing the Gymshark community
    20:38 - The benefits of being a newcomer
    22:59 - Working at a founder-led company
    25:36 - When Ben Francis met the Prime Minister
    29:09 - The challenges of scaling up fast
    37:21 - Launching the Gymshark flagship store in London
    43:22 - What’s it like working with Ben Francis?
    46:46 - Career advice from Noel Mack

    B2B brand building in the era of AI with Jon Lombardo and Peter Weinberg

    B2B brand building in the era of AI with Jon Lombardo and Peter Weinberg

    Listeners of have shown me time and again that you want more B2B content, so in this episode I'm joined again by the Les and Peter of B2B, Jon Lombardo and Peter Weinberg (previously of the LinkedIn B2B Institute). We discuss why B2B marketing departments need to put their focus on building brands rather than talking about product features, why distinctive assets continue to be an essential part of any brand, and we find out what the B2B boys will be doing now they've left LinkedIn.

    Find out more about Jon & Peter's new company here:
    https://www.evidenza.ai/

    Timestamps

    00:00 - Start
    00:49 - The Les and Peter of B2B
    02:34 - The biggest B2B revelations
    03:52 - Is B2B really different to B2C?
    06:28 - Determining buying cycles
    08:25 - The brand building opportunity in B2B
    20:05 - Why B2B companies need to create fluent devices
    30:48 - Why Jon and Peter left LinkedIn to start a new company
    33:37 - What does Evidenza do
    38:19 - Why AI-powered market research is going to be revolutionary

    Cannes Lions CEO on the power of creativity, the creator economy and making connections - Simon Cook

    Cannes Lions CEO on the power of creativity, the creator economy and making connections - Simon Cook

    Every year, the advertising industry descend upon the south of France to meet up in Cannes over a glass of rosé to celebrate the power of creativity. So I thought it was about time that I caught up with the CEO of Lions, Simon Cook, to discuss why creativity matters.

    The conversation ranges from how can you make the case for creativity in business while budgets are strained, to what you can expect this year from Cannes Lions.

    Timestamps

    • 00:00 - Start
    • 01:37 - Origins of Cannes Lions
    • 03:38 - The scale of Cannes Lions
    • 05:19 - Creative marketer of the year
    • 07:16 - State of the Nation research
    • 09:30 - Friction between agencies and clients
    • 12:47 - Jon’s two Cannes Lions with Lucozade
    • 15:15 - The return of humour at Cannes
    • 17:46 - Trends and themes for Cannes Lions 2024
    • 18:39 - Will we see an AI category at Cannes?
    • 20:01 - Big names at Cannes Lions 2024
    • 21:14 - Cannes for creative effectiveness, or just celebrating the craft?
    • 23:56 - Cannes embracing creators
    • 25:27 - Jon’s pitch for a low budget category
    • 27:57 - Advice on how to win a Lion
    • 30:20 - How Simon Cook got the CEO job at Cannes Lions
    • 32:40 - Challenges Simon has faced as CEO
    • 35:09 - Dealing with criticism of Cannes Lions
    • 37:02 - The Cannes Lions legacy
    • 38:06 - Simon’s proudest moment

    How Cadbury turned "Glass and a Half in Everyone" into one of the most effective campaign ideas in the world

    How Cadbury turned "Glass and a Half in Everyone" into one of the most effective campaign ideas in the world

    In this episode, we talk about one of my all time favourite brands, Cadbury. They're also one of the best performers on the System1 database, consistently creating five star work. To find out more about the work I'm joined by David Boscawen from VCCP, also known as Bosco, and Gui Ferreira who's recently joined Cadbury, bringing an outside perspective on what it means to take over an iconic brand with 200 years of heritage.

    Timestamps:

    • 00:00 Intro
    • 00:46 Gui's background
    • 03:27 David's background
    • 04:20 How VCCP and Cadbury started working together in 2017
    • 14:24 David and Gui's favourite Cadbury ads
    • 21:08 Compound creativity and consistency
    • 31:30 Key to a successful client agency relationship
    • 39:55 How to write a good brief
    • 47:03 Cadbury business results
    • 49:41 Future of the Cadbury brand

    From Hamlet to Haribo: the serious case for humour - Trevor Robinson

    From Hamlet to Haribo: the serious case for humour - Trevor Robinson

    In this episode, we're talking about a very, very serious topic. Humour. It turns out humour is not just funny, but it's good for business. In fact, humour in advertising is one of the most effective things you can do to make people remember you and buy your products.

    I'm catching up with someone who knows all about humour. Trevor Robinson was the creative behind some of the most iconic and funniest ads of all time, including Tango from the 1990s. And I caught up with Trevor to find out more about what makes advertising funny, how do you do it, and what are the funniest ads of all time.

    Timestamps

    • 00:00 - Start
    • 00:48 - How Trevor got into advertising
    • 03:50 - Landing the Britvic client
    • 05:49 - The Tango Ad
    • 11:11 - Haribo kids ad
    • 20:00 - You need to entertain for commercial gain
    • 28:11 - The importance of talent
    • 29:30 - How to direct a great ad
    • 38:23 - Have we lost humour in the past few years?
    • 41:48 - The funniest ads of all time

    How Monzo used emotional advertising, a hot coral card & customer obsession to become Britain's best bank - AJ Coyne

    How Monzo used emotional advertising, a hot coral card & customer obsession to become Britain's best bank - AJ Coyne

    Monzo Bank has fast become Britain's favourite bank, offering a customer focused online banking approach that consumers were craving. When Monzo started in 2015 they managed to challenge the incumbent banks with their distinctive "hot coral" card and referral scheme. 9 years later they are an established brand in the category and AJ Coyne has been tasked with creating emotional advertising to help continue to grow their market share.

    Timestamps

    • 00:00 - Intro
    • 00:44 - AJ’s marketing background
    • 02:49 - What can clients learn from agencies
    • 07:40 - AJ’s time at Klarna
    • 09:48 - Taking the CMO job at Monzo
    • 10:49 - The emotion of money
    • 14:02 - Focusing on a world class customer experience
    • 23:07 - Positioning Monzo as a bank in a sea of neo banks
    • 24:09 - Monzo’s new brand campaign
    • 27:22 - Embedding Monzo in culture
    • 29:15 - Advice for being a young CMO
    • 33:05 - How to deal with things going wrong
    • 36:33 - Fostering creativity in an organisation
    • 37:55 - How AJ is creating the Monzo culture
    • 38:45 - AJ’s parting advice


    Snapchat CMO on fixing social media, being creative leader of the decade and lessons from Dan Wieden - Colleen DeCourcy

    Snapchat CMO on fixing social media, being creative leader of the decade and lessons from Dan Wieden - Colleen DeCourcy

    Colleen DeCourcy is the Chief Creative Officer at Snap, having previously spent over a decade at Wieden+Kennedy as co-president and Chief Creative Officer, working on some of the largest brand accounts in the world. In this episode we talk about Colleen's time at W+K, some of her favourite quotes from Dan Wieden and how she's now tackling brand at Snapchat.

    Timestamps
    00:00 - Intro
    01:22 - Colleen DeCourcy background
    03:30 - Winning creative leader of the decade
    06:30 - Colleen’s tenure at Wieden+Kennedy
    13:50 - The TIME Interview
    18:39 - From retirement to joining Snapchat
    21:56 - The challenges of Snapchat
    26:49 - Creating happiness in social media
    30:02 - The 3D Chess of Being CCO and CMO at Snapchat
    36:12 - What’s it like working for Evan Spiegel
    39:07 - Advice to young marketers from Colleen DeCourcy

    Scott Galloway on the end of the brand era, monetising rage and how to create wealth

    Scott Galloway on the end of the brand era, monetising rage and how to create wealth

    Scott Galloway is Professor of Marketing at NYU Stern School of Business and host of the Prof G and Pivot podcasts. In this episode Prof G lives up to the billing as the most uncensored guest on the podcast ever. We cover lots of ground, including his secret to success with Prof G media, what the #1 skill for all marketers should be, why brand is dead and how to build wealth. We recorded this episode as Scott releases his new book The Algebra of Wealth: A Simple Formula For Success, buy on Amazon UK, or US.

    Links

    Timestamps

    • 00:00:00 - Intro
    • 00:00:57 - 25 year overnight success
    • 00:01:28 - Scott’s biggest failures
    • 00:07:38 - How Scott scaled himself
    • 00:13:24 - Daniel Kahneman’s impact on Scott
    • 00:20:26 - How social media has a negative impact on the world
    • 00:28:45 - Scott Galloway on being late
    • 00:31:14 - The most important skill for a marketer
    • 00:33:32 - The Era of Brand is Dead
    • 00:40:19 - Scott’s new book opening Aurelius quote
    • 00:42:53 - The power of compound interest
    • 00:43:53 - Scott’s advice to young people
    • 00:48:33 - Growing your network grows wealth
    • 00:56:33 - What does the agency of the future look like?
    • 01:03:33 - How to get social media right
    • 01:04:50 - Why big firms should stop certification based hiring

    From bust to Boom! How Red Bull, ITV and Lloyds supercharge their people for serious growth - Scott Morrison

    From bust to Boom! How Red Bull, ITV and Lloyds supercharge their people for serious growth - Scott Morrison

    Today we're talking about more Boom! and less bust with Scott Morrison, the inspirational, energizing coach that teaches marketing teams how to be more successful, how to turn around business, how to win pitches and more.

    Timestamps

    00:00 - Intro
    00:47 - Where did the name Boom come from
    01:31 - Scott’s background at Saatchi&Saatchi
    04:57 - What is Nike’s secret sauce
    09:48 - Scott’s career failures
    13:27 - Working on the Diesel brand
    17:37 - How to go from bust to Boom!
    40:11 - How to pitch to CMOs

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

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

    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.

    Timestamps

    • 00:00:00 - Intro
    • 00:00:50 - Craig’s marketing background
    • 00:02:25 - Craig’s biggest marketing failures
    • 00:09:34 - How to have a long tenure as a CMO
    • 00:13:24 - How to be a great CMO
    • 00:23:53 - Guessing the most emotional John Lewis ads
    • 00:28:50 - How to move from rational to emotional strategy in retail
    • 00:31:17 - How to sell in creative ideas to rational CEOs and CFOs
    • 00:36:00 - The business impact of Monty the Penguin for John Lewis
    • 00:38:50 - How John Lewis ads does long and short
    • 00:41:00 - Focusing on customer experience
    • 00:51:48 - From large consumer brands to B2B
    • 00:55:11 - Being the chair of the Marketing Society
    • 01:00:34 - Working for The Entertainer

    Should’ve gone to Specsavers, how a simple brand idea created a winning vision for the company - Peter Wright & Nicola Wardell

    Should’ve gone to Specsavers, how a simple brand idea created a winning vision for the company - Peter Wright & Nicola Wardell

    One of my favourite campaigns of all time is "Should've Gone to Specsavers" an idea that has completely transformed the Specsavers business. I speak to their CMO, Peter Wright and the MD of their in house creative team, Nicola Wardell, about how they've taken the idea and produced some of the best advertising on the System1 database.

    Watch the episode on YouTube.

    Timestamps:

    • 00:00 - Intro
    • 00:59 - How Peter and Nicola ended up on Guernsey
    • 03:02 - The Specsavers story
    • 04:37 - The secret to Specsavers’ success
    • 09:04 - Family owned vs corporate business
    • 10:38 - How the “should’ve gone to Specsavers” line was created
    • 14:17 - The world’s longest running straplines
    • 16:17 - The serious case for humour - Tower Block ad
    • 20:18 - Specsavers Vet Ad
    • 21:14 - A cross channel idea
    • 24:29 - Why Specsavers do all creative in house
    • 25:52 - How to attract talent to Guernsey
    • 29:23 - Being the client and the agency
    • 33:56 - Advice for creating an in-house team
    • 34:37 - Wear in vs wear out at Specsavers
    • 43:08 - Creating the culture at Specsavers
    • 50:14 - Launching the audiology business
    • 53:38 - How technology will shape the future of the business
    • 56:07 - Peter and Nicola’s proudest work

    How Guinness became Britain's favourite pint - Stephen O'Kelly, Global Brand Director

    How Guinness became Britain's favourite pint - Stephen O'Kelly, Global Brand Director

    How does someone create advertising for a brand that is over 150 years old? That is exactly what Stephen O'Kelly has been tasked with as Global Brand Director at Guinness, one of the most iconic brands in the world. Recorded from the Connoisseur bar at the Guinness Storehouse in Dublin, this episode of Uncensored CMO is special. Not just because of how much history is involved in the brand, but the fact that Stephen is a fourth generation employee, carrying on the legacy of his family.

    Copy that works, a copywriting masterclass with Vikki Ross

    Copy that works, a copywriting masterclass with Vikki Ross

    Vikki Ross is a copywriting expert. Having worked for some major brand in the past two decades, she knows a thing or two about branding and tone of voice. This episode is a copywriting masterclass. We start by delving into the principles of great copy, before looking at it in action with our very own Copy Safari (where we go out into the world to find real ads), and then round off by asking the big question; is AI going to replace copywriters?

    Links

    Timestamps

    • 00:00:00 - Intro
    • 00:00:59 - How Vicki got into copywriting
    • 00:03:53 - Advice for people wanting to get into copywriting
    • 00:07:34 - Why are car ads so bad?
    • 00:09:39 - Is copywriting intimidating?
    • 00:11:26 - Why copywriters need a good brief
    • 00:14:50 - When copy goes wrong
    • 00:18:17 - The principles of great copy
    • 00:23:03 - This sentence has five words
    • 00:25:49 - Power of a six word story
    • 00:26:47 - #CopySafari
    • 00:30:13 - Prime - It’s Right Here
    • 00:31:58 - Nurofen and Nuromol
    • 00:35:28 - Why marketers should work with lawyers
    • 00:38:39 - Uber Eats - Just a tap away
    • 00:41:19 - Subway - Saver Subs
    • 00:43:00 - Lebara Mobile - Blady Blah
    • 00:44:27 - Sacla - Spaghetti You Won’t Forgetti
    • 00:45:56 - Monday.com - Meet your power suite
    • 00:47:32 - TFL - See it, say it, sorted
    • 00:49:42 - Greatest copywriting examples of of recent times
    • 00:52:00 - Vikki’s favourite campaigns she’s worked on
    • 00:55:05 - Will AI take copywriter’s jobs?
    • 01:03:28 - Advice for clients on copy

    Ritson on Advertising Effectiveness with special guest Guilherme Ferreira VP Global Marketing Cadbury

    Ritson on Advertising Effectiveness with special guest Guilherme Ferreira VP Global Marketing Cadbury

    We're doing things a little bit differently this week. I've just recorded a webinar with Mark Ritson on advertising effectiveness with a very special guest, the VP for global marketing, Gui Ferreira from Mondelez. They are responsible for some of the epic Cadbury work that has scored right at the top of the System1 charts. We discussed what makes their advertising so good, what are the principles of advertising effectiveness and what can we learn?

    Watch the ads referenced in this podcast:

    Timestamps:

    • 00:00 Intro
    • 03:23 Why creativity matters
    • 04:31 Investing in creativity
    • 08:00 Being forced into short term tactics
    • 10:46 How to write a better brief
    • 14:45 Distinctive assets (Oreo Ad)
    • 20:10 Cadbury Garage Ad
    • 22:07 Orlando Chart
    • 23:21 Cadbury Generosity
    • 27:24 How Cadbury approaches creative development
    • 29:22 Data vs creative judgement
    • 32:53 How to measure creative
    • 40:15 Q&A

    How Liquid Death founder, Mike Cessario, created a billion dollar water brand

    How Liquid Death founder, Mike Cessario, created a billion dollar water brand

    Today I'm joined by Mike Cessario, the founder and CEO of Liquid Death, a water brand worth $1.4b. With the use of creative brand marketing and punk aesthetic, Mike was able to break into the biggest beverage category in the US and disrupt market dominated by huge brands such as Coke and Pepsi. This is a truly inspirational story on how you can defy the odds, break convention, disrupt a category and do it all on a shoestring budget. If you're a challenger brand, this is a must listen.

    Timestamps
    00:00:00 - Intro
    00:01:10 - Mike’s background
    00:06:24 - Mike’s brandy startup
    00:10:33 - Navigating regulation
    00:12:46 - The benefits of being an outsider distrupting an industry
    00:14:57 - Coming up with the idea for Liquid Death
    00:19:30 - How to create an innovative brand
    00:23:48 - Selling the Liquid Death concept
    00:27:08 - Raising money for Liquid Death
    00:29:50 - Launching on Amazon
    00:30:52 - Generating demand in the early days
    00:31:46 - Figuring out distribution networks for the drinks industry
    00:35:45 - Why limited budgets helped Liquid Death grow
    00:44:11 - Why D2C was pivotal for Liquid Death
    00:46:12 - Liquid Death’s unique Super Bowl campaign
    00:49:54 - The power of the Liquid Death merch
    00:53:00 - Innovation for the future of Liquid Death
    00:54:15 - Scaling and exit
    00:56:02 - Having famous investors
    00:57:29 - Maintaining the challenger spirit
    01:01:58 - Mike’s advice to aspiring founders

    Creativity driven performance, CPG lessons for SaaS and the power of distinctive assets - Michelle Taite, Mailchimp

    Creativity driven performance, CPG lessons for SaaS and the power of distinctive assets - Michelle Taite, Mailchimp

    As Chief Marketing Officer, Michelle Taite leads Intuit Mailchimp’s Marketing teams and is responsible for the business’ end-to-end brand, acquisition, performance, product, and lifecycle marketing activities globally in addition to Mailchimp's in-house creative agency Wink. Joining just after Mailchimp's $12b acquisition, Michelle had the task of integrating their marketing into the wider Intuit team.

    Intro

    00:00 - Intro
    00:48 - Starting out desigining sneakers
    02:39 - From New Balance to Unilever
    04:13 - Doing purpose work for Dove
    05:15 - Michelle’s favourite work at Unilever
    06:27 - From CPG to SaaS
    09:29 - What is Mailchimp and why is it successful
    11:06 - Staying close to the customer
    13:26 - How to market to marketers
    14:54 - Email is not dead
    16:15 - Integrating an acquired company
    20:40 - Performance vs brand marketing
    25:16 - How AI will enhance creativity
    29:20 - Mailchimp's distinctive assets
    33:21 - How marketing influences the product
    35:56 - How to market to marketers
    38:35 - Obsessing about the 95% not in market
    40:45 - Top CMO advice from Michelle

    Amazon’s Chief Creative Officer on the power of emotional advertising, distinctive brand assets and delivering at speed

    Amazon’s Chief Creative Officer on the power of emotional advertising, distinctive brand assets and delivering at speed

    Jo Shoesmith is the Global Chief Creative Officer at Amazon. She leads lead brand creative, design, production, social, and brand identity functions, as well as agency partnerships, in the largest fixed marketing portfolio investment at Amazon. 

    00:00 - Intro
    01:04 - From rural Australia to Los Angeles
    01:58 - From agency to client side
    04:44 - That famous Jeff Bezos marketing quote
    05:50 - What does the Chief Creative Officer at Amazon do
    07:41 - Creating emotional, brand building advertising
    09:22 - Using the brand distintive assets
    10:33 - Creating inclusive advertising
    13:05 - Advice for writing a really good brief
    14:43 - Tenets to inform great creative
    15:45 - Benefits of having in house creative (and working with agencies)
    17:42 - Managing global creative teams
    19:36 - What’s it like making a Super Bowl ad
    22:42 - Innovation within Amazon
    24:12 - Making things happen in a huge business
    25:13 - Simplifying complex creative ideas
    28:23 - Work Jo is most proud of
    31:39 - How Amazon are using AI
    33:44 - Advice to a young Jo

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