Jon Evans | Source
Jon Evans
Jon Evans serves as Chief Customer Officer at System1, a leader in predicting and improving the commercial impact of ads and innovation. Evans is also the host of the Uncensored CMO podcast. With more than 200,000 downloads, the podcast covers the good, the bad and the ugly truth about marketing. Evans previously served as CMO at BrewDog and Marketing Director at Suntory and Purity Soft Drinks. He is a frequent contributor to industry publications, discussing creative effectiveness and best practices for brands, ad agencies and media platforms.
Social media:
Twitter: @UncensoredCMO; https://twitter.com/UncensoredCMO
Twitter: Jon Evans; https://www.linkedin.com/in/uncensoredcmo/
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Showcase your professional journey! Share your employment history to highlight your industry experience and achievements, making you a sought-after expert.
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McDonald’s v Burger King: who wins the AI burger battle?
There's a burger war occurring on ChatGPT that this week sandwich chain Subway waded into. But Jon Evans, chief customer officer at System1 doubts real audiences love them as much as the industry seems to think they will.
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How Apple Built a Brand That Has Risen Above All Others
The company is both the largest in the world by market capital and brand value.
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New product launches fail because they aren’t given the time to grow
System1's Jon Evans looks at 10 years of data in the soft drinks category and explains why the few successful new product launches survived in the long term.
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"Sometimes the best new campaign you can run is an old one. Your first job as a marketer should be to understand what has gone before and what works and doesn’t work. What assets does the brand have that can be leveraged? Why risk a major change when you can use what you already know works?"
“More and more brands are realising that to grow you should entertain for commercial gain - so it’s great to see a return to funny advertising,” said Jon Evans, chief customer officer, System1. “Humour is a time-honoured way of helping to create positive feeling and capture attention. McDonalds, Apple and Marmite show you can do surreal, satirical and slapstick comedy and not only win a Lion but win over the broader audience as well.”
"Perhaps the question to ask is not what your new product innovation will be for next year, but how you might innovate your organisational design and re-set the timelines for how you measure success. If we did that, we could cut down on the massive waste and distraction of failed new product launches."
