Chris Baker is an award-winning advertising and social change strategist turned entrepreneur. He is the Founder & CEO of Serious Tissues, a toilet roll brand that fights climate change and deforestation by planting trees with every sale. Over 1.2m trees have been planted in just three years. He is also the Co-Founder of Change Please, a coffee brand that has helped hundreds of homeless people off the streets by training them as baristas, and is available in 23 countries. Change Please was named the World’s Leading Social Enterprise in 2018 and in Marketing Week’s 100 Most Disruptive Brands in the World. He has spent 20 years working on the world’s biggest brands including Unilever, Pepsico, Boots, Sky and Alpro whilst winning over 100 strategic and creative awards along the way.

Find out more about Chris' book, Obsolete, here:
https://www.bloomsbury.com/uk/obsolete-9781399416658/

00:00 - Intro
02:09 - The premise of his book
04:27 - Why Chris called the book Obsolete
06:41 - Making positive change with small businesses
18:32 - Being inspired by change brands
21:53 - How to win against established brands
27:03 - The advantages of purpose
29:31 - How Chris started Change Please
32:48 - Measuring the impact of Change Please
36:28 - How change brands can be distinctive
40:14 - Why Tony’s Chocolonely are making an impact
42:06 - Putting change ahead of profits
47:06 - Applying a change mindset to other industries
49:37 - Making an impact commercially and with purpose
52:55 - How Serious Tissues started
55:53 - The power of partnerships
57:49 - Chris’ biggest takeaway from writing Obsolete

Elfried Samba is CEO of Butterfly 3ffect. Samba immigrated from D.R. Congo to the UK at age 14 before rising to prominence in the Social media space through his work at global fitness brand, Gymshark.

Timestamps

• 00:00:00 - Intro
• 00:00:52 - Why Elfried Samba wears a hat
• 00:03:49 - Elfried’s dissertation on social media
• 00:10:23 - The skills most in demand in 2024
• 00:12:36 - Elfried’s early work at Gymshark
• 00:21:11 - The challenges of scaling up
• 00:26:23 - Elfried’s approach to personal growth
• 00:36:01 - How Elfried approaches finding talented people
• 00:41:59 - Why Elfried left Gymshark
• 00:49:26 - Scaling through influencers and community
• 01:00:52 - Power of personal brands

Mark Ritson is back and has convinced me to record in a pub, talking about the top 10 beer ads of all time (while drinking beer) - what could go wrong? We break down some classic ads from Heineken & Stella, Super Bowl hits from Michelob & Sam Adams and round off drinking Britain's favourite pint.

Timestamps

• 00:00 - Intro
• 00:27 - The idea for the beer podcast
• 04:16 - Ad 10: Budweiser
• 08:24 - Ad 9: Budweiser
• 10:43 - Ad 8: Heineken
• 13:56 - Ad 7: Stella Artois
• 18:30 - Ad 6: Corona
• 21:46 - Ad 5: Michelob Ultra
• 25:17 - Ad 4: Carlsberg
• 29:10 - Ad 3: Sam Adams
• 36:36 - Ad 2: Guinness
• 46:05 - Ad 1: Heineken

Top 10 Ranking (with System1 Test Your Ad Report)

1. HEINEKEN DANIEL CRAIG VS JAMES BOND (5.6)
2. GUINNESS IN THIS TOGETHER (5.3)
3. BOSTON BEER SAM ADAMS YOUR COUSIN FROM BOSTON (4.9)
4. CARLSBERG THE SEAL (4.9)
5. MICHELOB ULTRA MESSI SUPERBOWL AD (4.8)
6. CORONA TINY UMBRELLAS (4.8)
7. STELLA ARTOIS REASSURINGLY EXPENSIVE (4.6)
8. HEINEKEN WATER IN MAJORCA (4.5)
9. BUDWEISER WHASSUP (4.3)
10. BUDWEISER OLD SCHOOL DELIVERY (4.2)