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

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

Update: 2024-04-171
Share

Description

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
Comments 
loading
In Channel
loading
00:00
00:00
1.0x

0.5x

0.8x

1.0x

1.25x

1.5x

2.0x

3.0x

Sleep Timer

Off

End of Episode

5 Minutes

10 Minutes

15 Minutes

30 Minutes

45 Minutes

60 Minutes

120 Minutes

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

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

Jon Evans