A double header episode as I speak with JP Castlin and James Hankins on the back of their Cannes 2022 talk, in partnership with WARC, "The Gravity of e-commerce".

JP Castlin is an independent consultant who coined the term naturalized strategy-making and created the ABCDE framework. JP has been featured in Marketing Week, The Drum, WARC and more, and he also wrote "Strategy in Polemy". James Hankins is the founder of Vizer Consulting & Global VP Marketing Strategy and Planning at SAGE.

View JP & James' WARC report here.

What we covered in this episode:

How the pandemic inspired the Cannes collaboration
The one question everyone was asking at Cannes
What is driving the sudden adjustment in e-commerce valuations
Presenting straight after Gary V’s Cannes talk and our obsession with new things
The threat of Stagflation and how it will impact the economy
Returning to the 4 P’s for the solution to the problem
The gravity effect of e-commerce and the challenging cost efficiency
Defining the model as a shift from one-to-many from many-to-one
Why marketers are needed to solve this problem
The real cost of returning e-commerce products
The long and short effect of guaranteed returns
How Amazon mitigated the cost of product returns
Why marketers needs to see the whole picture to solve the puzzle
The Nike business model and how even they struggle to do e-commerce
Why growth-first companies like Uber Eats fail to make a profit
The Vegan Sausage roll principle and the challenge of second-hand car buying platforms
Why fulfilment capability is so critical for e-commerce businesses
Why Cinch are set up to beat Cazoo in the car e-commerce war
The importance of understanding your business model first
Using creativity to solve the most fundamental commercial challenges
What we can all learn from the Next annual report and their emergent strategy
The pivotal role of the CMO in a commercial crisis

How marketing can fix the global economic crisis - James Hankins and JP Castlin

Uncensored CMO