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Duolingo has built one of the most distinctive brands in modern marketing, not by playing it safe, but by creating the conditions for its team to move quickly, take risks and occasionally embrace a little chaos. Manu Orssaud, Duolingo’s Chief Marketing Officer, joins Jon Evans to unpack the strategy behind the brand’s biggest moments: from the apparent death of Duo and its rapid-response iPhone content to a Bad Bunny campaign built at the speed of culture. But this is not simply a conversation about being funny on social media. Manu explains the culture of trust required to take creative risks, how to sell bolder work into the business, and how Duolingo measures whether marketing is actually working. They also discuss behavioural science, the limits of brand safety, handling the AI backlash, and why the next phase of Duolingo marketing may involve a little less chaos. A masterclass in building a culturally relevant brand without losing commercial discipline. Timestamps 00:00 - Trailer01:03 - How do you pronounce Hermes?02:55 - Duolingo’s iPhone Duo response04:42 - The culture of trust that enables Duolingo to move fast05:56 - Has Duolingo ever crossed the line with their social content?07:55 - The benefits of taking risks10:31 - The impact of the death of Duo14:11 - Duolingo’s Bad Bunny campaign - moving at the speed of culture16:28 - The origin story of the Duo brand mascot23:05 - How Duolingo uses humour24:12 - Emigre Sponsor24:50 - How Duolingo tracks marketing performance26:15 - Selling risky campaigns into the business27:06 - The next phase of Duolingo marketing - less chaos30:37 - How Duolingo is managing this transition32:56 - Behavioural science insights that have grown Duolingo34:37 - Duolingo’s AI backlash38:09 - Going against what your shareholders want43:46 - What makes Manu a successful CMO47:47 - The power of constraint48:46 - Duolingo’s 5 second Super Bowl ad50:27 - The best advice Manu has ever been given Thanks to Émigré for being our official black t-shirt partner. Find your travel wear and accessories at:https://emigre.travel/ Thank you to System1 for sponsoring Uncensored CMO. Find out more about Test Your Ad Screen here:https://system1group.com/

Jessica Jensen, Chief Marketing Officer at LinkedIn, joins Jon Evans for a practical masterclass on what actually works on the platform now. Beginning with a review of Jon’s own profile, they cover the route to becoming a Top Voice, the changing role of B2B creators and how brands can work with them credibly. They also explore the formats that are earning attention, whether collaborator posts genuinely work, and how buyers use LinkedIn to validate the people and companies they choose to work with. Timestamps 00:00 - Intro01:35 - Jon’s LinkedIn review11:34 - How do you get a LinkedIn Top Voice13:23 - The evolution of B2B content creators14:34 - How brands can work best with creators16:53 - How LinkedIn are battling AI slop19:07 - Do collaborator posts on LinkedIn work?20:02 - What formats work best on LinkedIn in 202622:16 - How are B2B buyers making buying decisions on LinkedIn25:08 - Why LinkedIn is so important for LLMs25:49 - What jobs is AI creating29:27 - The best advice Jessica has ever recieved Thank you to System1 for sponsoring Uncensored CMO. Find out more about Test Your Ad Screen here:https://system1group.com/

Spotify has become one of the world’s most distinctive brands, but what can marketers learn from the way it uses sound, culture and creativity to build emotional connection? Bridget Evans, Spotify’s Global Head of Advertising Business Marketing, joins Jon Evans to explain why audio remains an underused marketing opportunity, and how brands can build an audio strategy people do more than simply hear: they remember it. They discuss the return of the jingle, why taste may become an even more important differentiator in the age of AI, and whether younger audiences really have shorter attention spans, or simply higher standards for what deserves their attention. Bridget also shares how Spotify markets to Gen Z, the enduring impact of Spotify Wrapped, and why the company invests so heavily in Cannes Lions. Timestamps 00:00 - Start01:22 - Some things people might not know about Spotify02:42 - Is audio the most underrated channel?05:15 - Do people trust audio more?06:58 - Why taste will become the differentiator in the age of AI07:44 - How audio branding helps emotion09:11 - How to get your audio strategy right10:09 - Why we need to bring back more jingles12:44 - How Spotify markets to Gen Z15:59 - Do younger generations actually have shorter attention spans?17:46 - The opportunity for marketers in audio and podcasting20:00 - How do we make B2B marketing not boring26:24 - The impact of Spotify Wrapped30:53 - Why Spotify invest so much in Cannes Lions34:37 - How Spotify judge the success of their Cannes36:49 - 3 things to make B2B marketing better39:42 - Whats the best advice Bridget has ever been given --- This episode is brought to you by System1. Download their creator effectiveness report here:https://system1group.com/the-creator-effectiveness-playbook

The media landscape has changed faster than most marketing plans have. Evan Shapiro, known as the Media Cartographer for his widely used maps of the media ecosystem, joins Uncensored CMO to explain where attention is really going, which channels marketers are overvaluing, and where the best opportunities may now lie. They assess the relative value of TV, YouTube, podcasts, TikTok, Instagram, LinkedIn and creators, asking a deceptively simple question: are marketers spending in line with how people actually consume media? Evan also explores the shift of power towards consumers, why employee-generated content could become a major force, and where job losses are likely to hit the media industry next. They discuss the rise of founder-led media, the opaque problem of ad fraud, and what Evan has learned from building his own podcast. Timestamps 00:00 - Start00:42 - Intro to Evan Shapiro01:43 - Evan’s path into media03:38 - How to entertain people with keynote speeches06:37 - The biggest changes in the media universe: the shift to the consumer10:44 - Where is attention being placed in 2026?14:20 - The data on attention17:22 - Overvalued vs Undervalued media17:57 - TV: Undervalued or Overvalued?22:29 - YouTube: Undervalued or Overvalued?25:35 - Why Employee Generated Content is going to be huge27:53 - Creators: Undervalued or Overvalued?30:06 - Podcasts: Undervalued or Overvalued?31:30 - TikTok: Undervalued or Overvalued?31:57 - Instagram: Undervalued or Overvalued?32:37 - Facebook: Undervalued or Overvalued?33:51 - LinkedIn: Undervalued or Overvalued?35:43 - How will the media landscape change in the next 12 months39:53 - Where are job losses being felt in media43:33 - The rise of founders46:17 - Ad fraud in the media ecosystem50:30 - Evan’s lessons from running his podcast56:57 - The best advice Evan has ever been given --- Thank you to our sponsors System1 and HubSpot Download System1's creator effectiveness report here:https://system1group.com/the-creator-effectiveness-playbook Find about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeo

Karen Blackett is one of the most respected leaders in marketing and media. As the former UK President of WPP and former CEO of GroupM UK, she has led through industry change, crisis and growth at the highest level. In this marketing leadership masterclass, Karen shares the principles that have shaped her career: why great teams need diverse perspectives and healthy tension; why leaders must say what they really think; and how to make better decisions without mistaking consensus for alignment. She reflects on leading GroupM UK through COVID, how she approaches recruitment, and the small meeting habit that helps ensure the most important conversations actually happen. Karen also discusses the evolving client-agency relationship, what the future holds for the creative industry, and the challenge of rebranding Barbados. Timestamps 00:00 - Start00:51 - Karen’s new leadership podcast02:03 - The surprising thing about leadership05:25 - Why we need to change our view of leadership05:58 - The standout leaders from Karen’s career11:20 - Karen’s leadership lessons from running WPP15:55 - The importance of diverse perspectives17:34 - The importance of saying what you really think20:28 - How to approach decision making22:53 - How to approach recruitment25:34 - Why you need healthy tension in a team28:46 - Should we banish the voice note?30:32 - Karen’s big covid turnaround story34:57 - Why Karen never does “AOB” at the end of meetings37:25 - The positive side of COVID for Jon40:06 - How to foster a strong client agency relationship44:59 - The future of the creative industry48:42 - Rebranding Barbados50:51 - What is the freedom of the city51:48 - The best advice Karen has ever received --- Thank you to our sponsors System1 and HubSpot Download System1's creator effectiveness report here:https://system1group.com/the-creator-effectiveness-playbook Find about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeo

What happens when a CMO brings the discipline of P&G, private equity and fintech together? Vineet Mehra, CMO of Chime, joins Jon to explain how the challenger bank has disrupted one of the most established industries in the world - and why modern marketing leaders need to become more fluent in the language of commercial value. Vineet shares what marketers can learn from private equity, how to position investment with a CFO, and the financial metrics he watches most closely. He also unpacks the constant balancing act between long-term brand building and short-term performance: not treating them as opposing forces, but connecting both to sustainable growth. They also discuss where AI is genuinely creating return, how marketers can avoid becoming commoditised, and the skills CMOs will need as AI reshapes the profession. Timestamps 00:00 - Start01:21 - Vineet’s background at P&G04:51 - What marketers can learn from working in Private Equity07:50 - What is Chime Bank?09:02 - The strategies that Chime used to disrupt the banking industry13:46 - Advice on how to position marketing to the CFO17:00 - What financial metrics is Vineet most focused on?19:40 - How Vineet combines long term and short term marketing23:59 - Are we in a golden age for marketing?26:59 - How Vineet is getting the biggest return on his AI investment31:13 - How to stop AI commoditising marketers36:09 - What skills will a CMO need in an AI-first future38:58 - How to see AI as an opportunity not a threat40:13 - Why Vineet is on the Effie’s board42:15 - Why Vineet spends time building his personal brand on LinkedIn46:00 - What’s the bst advice Vineet has ever received? --- Thank you to our sponsors System1 and HubSpot Download System1's creator effectiveness report here:https://system1group.com/the-creator-effectiveness-playbook Find about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeo

AI is rapidly changing how people search, shop and discover new brands. So what does that mean for marketers? Sophie Neary has spent the past few years inside Google, giving her a front-row seat to some of the biggest shifts in consumer behaviour and advertising. In this episode, she joins Jon to explore what she's learned, the assumptions marketers still get wrong about Google, and the surprising ways consumers are already using AI. They discuss how brands can show up in AI-powered search, the evolving relationship between advertisers and creators, how to make the most of the crucial golden quarter, and what AI commerce could mean for the future of shopping. Plus, as AI becomes capable of doing more of the work, Sophie and Jon ask a bigger question: which uniquely human skills will become even more valuable to marketers? This episode is an advertisement feature brought to you by Google. Timestamps 00:00 - Start01:12 - What has Sophie learned in the past few years at Google?03:07 - CMO lessons from being inside Google05:11 - What assumption marketers have about Google would Sophie challenge08:07 - A surprising consumer pattern with AI11:17 - How brands can show up in AI searches18:56 - How advertisers can collaborate with creators?22:09 - How Sophie uses her Google Fitbit Air24:18 - How to optimise the golden quarter28:08 - How important will AI commerce be in the future?30:36 - get them to check this section34:01 - The most uncensored question for Sophie Neary37:44 - Where will human skills count in the age of AI?45:26 - The best advice Sophie has ever been given --- Thank you to our sponsors System1 and HubSpot Download System1's creator effectiveness report here:https://system1group.com/the-creator-effectiveness-playbook Find about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeo

Dr Margaret Heffernan is one of the world's leading thinkers on uncertainty, leadership and creativity. A bestselling author, entrepreneur and former CEO, her latest book, Embracing Uncertainty, challenges one of the biggest assumptions in business that the future can, and should, be predicted. In this episode, Margaret explains why forecasting often fails, where great ideas really come from, and why spending more time with uncertainty can actually make us better leaders and marketers. We discuss the dangers of relying too heavily on data, the surprising habits of highly creative people, and why walking might be one of the best things you can do for your thinking. Timestamps 00:00 - Trailer01:09 - Why pick uncertainty as a topic05:31 - Why some companies shouldn’t forecast09:04 - Why smart people are wasting time on forecasting14:41 - The problem with having too much data19:07 - Predictability only happens at scale24:41 - Where do ideas come from?27:19 - Why the Chief Economist of the Bank of England goes on walks30:29 - Are we becoming too left brain dominant?32:32 - The problem with AI36:10 - Is AI killing our ability to think?41:17 - How to make good ideas happen44:11 - The power of surprise46:15 - The improvisers paradox49:31 - The correlation between the artists mind and the entrepreneur’s mind51:57 - What human skills do we need to survive?58:43 - The best advice Margaret has ever been given --- Thank you to our sponsors System1 and HubSpot Download System1's creator effectiveness report here:https://system1group.com/the-creator-effectiveness-playbook Find about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeo

Ali Payne, CMO of Heineken, joins us to discuss how one of the world's most iconic beer brands became Creative Brand of the Year at Cannes Lions - and what it takes to keep a 150-year-old brand feeling fresh. From being the "Official Beer of Soccer" as a non-sponsor of the FIFA World Cup to reviving the legendary "Most Interesting Man in the World" campaign, Ali shares how Heineken balances long-term brand building with cultural relevance. We explore what it takes to get an entire organisation behind bold creative ideas, the role of sport in Heineken's marketing strategy, and how brands like Birra Moretti continue to grow through innovation. Timestamps 00:00 - Trailer00:56 - World Cup fever for the USA and Heineken02:51 - Jumping on cultural moments04:25 - Becoming the official beer of soccer (unofficially)06:50 - How non sponsors got more coverage than sponsors for the World Cup10:18 - How to manage a 150 year old brand12:31 - Winning Cannes creative brand of the year14:46 - Getting the wider business on board with creative work17:06 - Ali’s favourite Cannes Lions winner18:38 - Bringing back Dos Equis most interesting man22:58 - The success of Birra Moretti24:49 - Heineken’s sports sponsorship strategy28:32 - How are Heineken bringing new people into the category29:56 - The ingredients for a successful innovation33:12 - Heineken’s partnership with Heinz37:08 - How great CMOs keep creativity alive40:11 - What makes a great CMO?41:58 - What’s the best advice you’ve ever recieved? --- Thank you to our sponsors System1 and HubSpot Download System1's creator effectiveness report here:https://system1group.com/the-creator-effectiveness-playbook Find about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeo

Najoh Tita-Reid, former Chief Growth Officer at Mars Petcare, joins us to discuss why she made the unusual decision to step away from one of the biggest roles in marketing to embark on a self-described "learning safari", immersing herself in the world of AI and exploring what it means for the future of business. In this conversation, Najoh shares why she believes too many organisations are using AI purely to drive efficiency, when its greatest opportunity lies in unlocking growth. We explore how AI is changing creativity, leadership and the role of the CMO, why marketers risk becoming tacticians instead of strategic business leaders, and what today's CEOs really expect from marketing. Timestamps00:00 - Start00:57 - Why Najoh left Mars02:18 - Why F1 is the perfect metaphor for AI in 202605:18 - Using AI for growth vs efficiency08:01 - The impact AI is having on creativity09:17 - Why AI is the colonisation of inefficiency16:21 - Are we at risk of becoming tacticians and not strategy leaders?18:52 - Does the CEO understand your role?22:40 - Can AI actually delivery higher efficiency?25:00 - What’s the secret to delivering growth28:24 - What having a different job title gives you permission to do33:11 - They key leadership skills for a great CMO34:02 - Why great CMOs are accountable for making change36:06 - Lessons from Najoh’s biggest failure40:01 - The difference between culture in the UK and USA44:09 - What Najoh has learnt on her learning safari49:47 - The best advice Najoh has ever been given --- Thank you to our sponsors System1 and HubSpot Download System1's creator effectiveness report here:https://system1group.com/the-creator-effectiveness-playbook Find about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeo

Brent Smart is one of the most respected marketers in the world. After spending more than 20 years in advertising, he made the rare move from agency life to become CMO of NRMA Insurance. Brent's most recent role as CMO of Telstra, Australia's largest telecommunications company, he helped transform the brand through bold, distinctive and highly effective marketing. In this episode, Brent shares the principles behind his approach to creativity, from selling big ideas inside large organisations and drawing on academic marketing frameworks to building a culture where great work can thrive. We discuss the campaigns that defined his career, including Telstra's viral "Better on a Better Network" campaign, why humour and surprise remain powerful competitive advantages, and the unique agency model that helped Telstra consistently produce standout work. Timestamps 00:00 - Start01:03 - Why Brent left Telstra02:31 - Why Brent moved in house after 20 years agency side05:41 - How to sell a creative idea into a big organisation11:01 - The academic frameworks to create great marketing12:16 - Why you should look at your brands heritage14:02 - The most successful campaign Brent did for NRMA17:33 - How Brent won a Grand Effie21:13 - How Brent transformed Telstra’s brand marketing26:08 - The Telstra Walk - the viral campaign32:39 - Using humour to cut through35:00 - The power of surprise and consistency37:41 - The unique agency model that helped Telstra create cuthrough work40:02 - Why craft is so important in 202642:44 - How to build a creative culture47:11 - How to be a great CMO --- Thank you to our sponsors System1 and HubSpot Download System1's creator effectiveness report here:https://system1group.com/the-creator-effectiveness-playbook Find about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeo

Bec Darley, CMO of Vodafone Australia, joins us to discuss what it really takes to grow a challenger brand in one of the world's toughest telecoms markets. From competing against an entrenched duopoly to building distinctive campaigns with Ali Wong, Bec shares how Vodafone has embraced its challenger mindset rather than trying to imitate the market leaders. We explore why marketers need to understand far more than advertising, from unit economics and legal to customer experience and organisational change, and why the best marketing leaders are, ultimately, business leaders. Timestamps 00:00 - Start00:54 - Who is Bec Darley?03:31 - Taking on roles beyond marketing to make you a better marketer05:38 - Why the history of duopolies in Australia makes being a challenger tough08:53 - How does Vodafone take on the giants as a challenger12:55 - Leaning into your disadvantage16:01 - Vodafone’s commercials with Ali Wong18:37 - The importance of legal for marketing21:08 - When taking risks backfires - getting banned24:19 - Focusing on mental availability26:40 - Are we losing the ability to be creative while hunting efficiency29:28 - Understanding the unit economics of the business34:28 - How to manage a portfolio of brands36:18 - Why you need to be customer first38:51 - The best marketers move beyond marketing40:24 - How to make change in a company43:46 - Embracing discomfort and failing fast46:23 - Bec’s advice to all young marketers --- Thank you to our sponsors System1 and HubSpot Download System1's creator effectiveness report here:https://system1group.com/the-creator-effectiveness-playbook Find about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeo

Jonathan Kerr, CMO of Auto & General, joins us to explore how one of Australia's most successful challenger brands has built sustained growth by combining strong marketing fundamentals with relentless execution. From creating a role for himself at Auto & General to helping Budget Direct become one of the country's fastest-growing insurance brands, Jonathan shares why product should always come before growth, how marketers can take greater ownership of the 4 Ps, and what insurance consistently gets right about creativity. We also discuss the power of distinctive brand characters, audio branding, in-house creative teams and a media strategy designed to maximise long-term effectiveness. Useful links This episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbookFind about more about HubSpot's AEO product here:https://www.hubspot.com/products/aeoTimestamps 00:00:00 - Start00:01:41 - How Jonathan found out about Auto and General00:03:31 - How Jonathan created a new role for himself00:06:58 - How to balance low price with great product00:10:36 - Market share growth for Budget Direct00:12:06 - Focusing on product over growth00:13:59 - How to control more of the P’s00:16:51 - Why does insurance produce such creative work?00:20:52 - The power of compounding work in insurance00:24:21 - Developing brand characters, and when to kill them off00:30:08 - The power of audio and jingles00:34:16 - What’s too silly to be said can be sung00:36:13 - Why they do so much work in house00:40:34 - Budget Direct’s unique approach to media buying00:42:43 - How Jonathan uses AI00:48:04 - The key challenger brand principles Jonathan has followed00:50:59 - What makes a successful CMO?00:52:55 - Do we need to re-educate ourselves on marketing theory?01:00:27 - The best advice you’ve ever recieved

Pedro Pina, VP of YouTube for Europe, the Middle East and Africa, joins us to explore how YouTube helped create the creator economy and why so many brands are still failing to take full advantage of it. From the rise of full-time creators to the changing role of YouTube in the media landscape, Pedro explains what makes the platform unique, the metrics that actually matter, and why great content continues to outperform everything else. We also discuss the balance between long-form and Shorts, the "YouTube Confidence Gap" among CMOs, and how brands can build authentic partnerships with creators that drive real business results. If you're wondering where marketing is heading next, this is a masterclass from one of the people shaping it. Get the YouTube Confidence Gap Report from Little Dot Studios:https://info.littledotstudios.com/little-dot-studios-the-youtube-confidence-gap-report This episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbook Timestamps00:00 - Intro01:35 - Why YouTube made a creator space in Cannes03:06 - How Cannes has changed over the past 20 years06:12 - How many people are paid to be YouTubers09:39 - The secret of YouTube11:08 - Who are the biggest creators on YouTube12:36 - What are the most important metrics on YouTube14:42 - Why content will always be king on YouTube15:57 - What makes a succesful YouTuber19:48 - Is YouTube a broadcaster, streaming platform or social network?22:36 - How important is short form for creators in 202627:24 - The YouTube Confidence Gap28:56 - What CMOs think about YouTube29:54 - How to get more confidence in your YouTube strategy32:53 - The biggest barriers for companies being successful on YouTube35:00 - How can brands work successfully with creators39:31 - How can brands be authentic when they work with creators42:46 - What Pedro wishes CMOs understood better about YouTube44:14 - The best advice Pedro has ever recieved

Novartis CMO Gail Horwood joins Janet Balis, Managing Director & Senior Partner at BCG, to explore how one of the world's largest pharmaceutical companies is redefining healthcare marketing. Fresh from winning two Cannes Lions, Gail shares how Novartis is proving that creativity can thrive even in one of the most heavily regulated industries. From partnering with the NFL for a Super Bowl campaign to convincing stakeholders to embrace bolder ideas, we discuss what it takes to create work that stands out while navigating complex regulations. The conversation also explores how AI is reshaping both creativity and business transformation, where marketers should focus their efforts, and why the biggest opportunity for AI isn't just efficiency, but unlocking growth. This episode has been produced in partnership with BCG. Browse their CMO Report here:https://www.bcg.com/publications/2026/making-the-agentic-marketing-transformation-a-reality Timestamps 00:00 - Start00:49 - Jon’s full circle moment with Norvatis01:39 - Novartis’ journey to two Cannes Lions02:54 - Why more people need to walk the work04:05 - Creating surprising advertising in a heavily regulated category09:03 - Partnering with the NFL for a Super Bowl campaign10:24 - How to get your company to embrace risky work16:01 - How to get stakeholders outside of marketing onboard19:35 - The reaction to the ads after Super Bowl21:56 - How AI is being used in the service of creativity27:04 - How Novartis are using AI for creativity30:27 - How Novartis are rethinking their marketing with AI32:46 - Where AI is going to be used outside of marketing35:03 - AI for efficiency vs growth37:16 - How to deliver leadership change in the age of AI40:22 - The boring things AI will solve42:53 - What makes Gail such a good CMO44:25 - The worst way to evaluate your career success45:57 - The best advice Gail has ever received