Vodafone CMO, Bec Darley: what it takes to call the shots in telecoms
Bec Darley, CMO of Vodafone Australia, joins Jon Evans to discuss what it really takes to grow a challenger brand in one of the world's toughest telecoms markets.
From competing against an entrenched duopoly to building distinctive campaigns with Ali Wong, Bec shares how Vodafone has embraced its challenger mindset rather than trying to imitate the market leaders. Bec also explores why marketers need to understand far more than advertising, why audio has been integral to their growth and why the best marketing leaders are, ultimately, business leaders.
Listen here or where you get your podcasts.
20 years of challenger brand lessons with Auto & General CMO, Jonathan Kerr
Jonathan Kerr, CMO of Auto & General, joins us to explore how one of Australia's most successful challenger brands has built sustained growth by combining strong marketing fundamentals with relentless execution.
From creating a role for himself at Auto & General to helping Budget Direct become one of the country's fastest-growing insurance brands, Jonathan shares why product should always come before growth, how marketers can take greater ownership of the 4 Ps, and what insurance consistently gets right about creativity. We also discuss the power of distinctive brand characters, audio branding, in-house creative teams and a media strategy designed to maximise long-term effectiveness.
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Landmark global study proves audio’s impact in the marketing mix – driving profit, trust and brand outcomes
Creator and host of the world's No. 1 marketing podcast, Uncensored CMO, joined us at Cairns Crocodiles 2026. Jon Evans, whose podcast is known for stripping away the industry's "carefully managed PR messages" to reveal the good, the bad and the downright ugly truth about marketing, took to the stage for a special live fireside session at this year's event.
The 'Uncensored CMO Live: A Fireside Chat with Jon Evans' session was presented by Commercial Radio & Audio, and dug into the sharp, unfiltered marketing truths he's become famous for. Alongside the podcast, Evans is chief customer officer at System1, the creative-testing platform behind influential thought leadership including The Extraordinary Cost of Dull, Compound Creativity and Feeling Seen.
From what makes work unforgettable, to why bold always beats beige, to the unexpected role sound has played in catapulting the podcast to global success, he also opened up about behind-the-mic moments, favourite guests and the most surprising lessons from hosting the world's top marketers.
The Uncensored CMO Gets Uncensored
We didn't get a chance to answer every audience question when Jon joined us live on stage at Cairns Crocodiles. So we headed back to the studio with our CEO, Lizzie Young, to keep the conversation going.
Jon answers audience questions on the marketers and CMOs he most admires, why the 95/5 rule continues to shape modern marketing, how to think about brand versus performance budgets, and what AI is really changing (and what it isn't). He also discusses why so many marketers aren't being trained effectively, shares the three books that have influenced him most, and reveals what actually helps people get promoted.
Sonic Branding is a Lifetime Opportunity
In this episode of Heard Mentality, Britt Rigby sits down with Uncensored CMO host Jon Evans to unpack why sonic branding remains one of marketing’s most underutilised growth levers, and why the smartest brands are investing in audio assets that last decades, not just campaigns.
From the emotional power of music and memory, to the commercial impact of jingles, soundtracks and sonic cues, the conversation explores how audio shapes the way people feel, remember and ultimately buy.
Because as Jon puts it: what you hear changes what you feel, and what you feel changes what you buy.