How not to plan: what matters most in 2025 - Les Binet and Sarah Carter

This Uncensored CMO interview podcast features marketing experts Les Binet and Sarah Carter discussing key insights for marketers in 2025. The discussion begins with their award-winning McCain campaign, highlighting the importance of long-term brand building and its positive impact on pricing power. They then address the disconnect between marketers' perspectives and consumer realities, using examples like the AI-generated Coca-Cola ad and car advertising targeting. Finally, the conversation covers the need for consistent branding, the role of emotion in advertising, and the overemphasis on "purpose" in marketing strategies, concluding with advice on media allocation and the enduring power of out-of-home advertising. A key takeaway is the critical role of scale and reach in successful marketing campaigns, even in the age of digital media.