Uncensored CMO

Uncensored CMO is the interview show hosted by Jon Evans, chief customer officer of effectiveness-testing firm System1, where marketing's most senior and most opinionated figures — Mark Ritson, Les Binet, Peter Field, Rory Sutherland, and a parade of actual CMOs — talk the way they do off-stage: what worked, what flopped, and which industry orthodoxies they privately ignore.

The System1 connection gives it a spine most interview shows lack — the conversations orbit advertising effectiveness evidence (emotional response, brand building, creative quality), so the candor lands on data rather than gossip. It is the most painless way to absorb the Binet-Field/Ritson school of marketing science between books.

Mine the back catalog by guest — the Ritson and Binet episodes function as free masterclasses in effectiveness thinking. Bring its brand-building arguments to budget meetings as audio citations; a CFO who won't read an IPA monograph will sometimes listen to a CMO confessing what actually drove growth.

Evans launched it from inside System1 (the 'Test Your Thinking' effectiveness firm) as the company's audience play — betting that senior marketers being honest would out-draw another research webinar. The bet worked; it became UK marketing's reference interview show.

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