Today I'm joined by Susan O'Brien, who is the VP Brand at Just Eat Takeaway. Just Eat are famous for their ads with celebs such as Snoop Dogg and Katy Perry, but are even more well known for their catchy jingle "Did somebody say...?". In this episode we break down Susan's career and how to make such an effective campaign.Timestamps
00:00 - Start
01:16 - How Susan got into marketing
03:43 - Freelancing
07:30 - The secret to longevity as a marketer
09:44 - The realities of being a CMO
14:25 - The CMO’s view on Cannes
16:44 - The “Did Somebody Say” campaign
20:54 - The impact of audio branding
24:11 - Operating in a fiercely competitive market
26:01 - Choosing to invest in celebrity talent / Snoop Dogg
29:06 - From Snoog Dogg to Katy Perry
31:31 - Secret to an effective client agency relationship
32:44 - Coming up with new ideas
35:47 - Using your gut vs using the data
39:35 - Advice to marketers in scale ups