A CMO Masterclass - How John Lewis Redefined Emotional Advertising

Jon Evans द्वारा प्रदान की गई सामग्री. एपिसोड, ग्राफिक्स और पॉडकास्ट विवरण सहित सभी पॉडकास्ट सामग्री Jon Evans या उनके पॉडकास्ट प्लेटफ़ॉर्म पार्टनर द्वारा सीधे अपलोड और प्रदान की जाती है। यदि आपको लगता है कि कोई आपकी अनुमति के बिना आपके कॉपीराइट किए गए कार्य का उपयोग कर रहा है, तो आप यहां बताई गई प्रक्रिया का पालन कर सकते हैं https://hi.player.fm/legal।

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

14d ago 1:02:47

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MP3•एपिसोड होम

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

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#Entrepreneur #Business #Marketing #Jon Evans