The Masterminds & Creativity Behind Cazoo's Incredible Launch: Lucas Bergmans

Lucas was most recently Group Marketing Director at Cazoo, a used car start-up founded in early 2019 with a mission to transform the way people buy used cars. From national launch in early 2020, Cazoo has now sold over 120,000 cars, has over £1.2bn in annual revenues and over 80% awareness in the UK. He spent the first 15 years of his Marketing career on major FMCG brands such as Old El Paso, Haagen-Dazs, Heineken and Pepsi. The last eight years have been spent in marketing leadership roles at MoneySuperMarket, Aviva and Cazoo. We'll hear about the secrets behind assembling a competent team, the importance of empathy and transparency in business negotiations, and the practical aspects of building a digital business. Lucas also shares the negotiation tactics that he has acquired throughout his career. Topics covered during this episode include: How Lucas was able to massively grow Cazoo in such a short time span. Why assembling a team of internal and agency experts with empathy and a customer-centric mindset is particularly crucial in a digital business. How Lucas maintained transparency while negotiating commercial structures. The reason why and when sector expertise isn't necessary and can be a hindrence. How crafting contracts based on transparency laid a strong foundation for agency relationships. How to balance working and non-working expenditure while scaling a business. Maintaining an open and transparent relationship with agencies. How Lucas extracted maximum commercial value from media deals with negotiation tactics. How he used an alternative approach to agency selection, saving time and energy. How he ensured transparency in media costs and aligned agency incentives. Why having an entrepreneurial spirit helped Cazoo obtain maximum value from its spending. How he used open and transparent relationships to negotiate creative media deals. Why keeping agencies as close to the business as possible is necessary for growth. Lucas Bergmans on LinkedIn: https://uk.linkedin.com/in/lucasbergmans-cmo