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