x

75% of people globally want unbiased news (Pew Research) but are concerned they're not getting that.

Get balanced coverage with Symby. See how stories are covered across diverse outlets and spot when one side covers a story the other skips.

PODCAST

Future Proof

Kantar & Saïd Business School, Oxford University

Future Proof is the marketing podcast from Said Business School, Oxford University, and Kantar, the world’s leading marketing data and analytics company. In each episode, we’ll have a frank discussion with an expert, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way. Looking at big industry question through both a market research and an academic lens, we can help prepare marketers for the future (with

business marketing

All Episodes

34:39

TikTok’s Evolution: From Authenticity to Attention

Future Proof ·

2025/10/27

Kantar’s Media Reactions 2025 study revealed TikTok’s enduring appealto consumersas a globaladvertising platform. Five years after its explosive rise, TikTok continues to set the standard for authenticandengaging content.What’sbehind this sustained success?On this special episode of Kantar’s Future Proof Podcast, Gonca Bubani, GlobalMedia Directorat Kantar, is joined by Esteban Ribero, Global Research Leader, Marketing Science at TikTok. Together, they explore how TikTok’s approach to

en

25:30

How Carlsberg Britvic puts product experience at the...

Future Proof ·

2025/10/22

In this episode, Dr. Nicki Morley speaks with Dr. Caroline Withers, Head of R&D ConsumerSensory Science at Carlsberg Britvic, to explore how innovation is shaped by deeply human experiences. From the aroma of coffee to the emotional boost of a mid-afternoon drink, Caroline shares how sensory science and consumer insights shape the development of innovative products. They discuss the power of curiosity, the role of AI in R&D, and the importance of early collaboration between marketing,

en

18:53

How do you leverage AI for a full picture of creative...

Future Proof ·

2025/10/15

In this edition of Future Proof, Jane Ostler, Chief Insights Officer at Kantar, sits down with Anastasia Leng, founder and CEO of Creative X, and Duncan Southgate, Global Creative and Media Lead at Kantar, to explore how artificial intelligence is reshaping the way brands measure and optimise creative content.Anastasia shares her journey from Google to launching Creative X, revealing how a personal challenge led to the creation of a platform now used by some of the world’s biggest brands. She

en

27:28

Reimagining Wellness: Creativity, AI and Trust in Health

Future Proof ·

2025/10/08

In this episode, Jane Ostler speaks with Claudia Calori, Vice President of Global Marketing for Personal Health at Philips, about the shifting paradigm of health and wellness. Claudia shares how health has evolved from being seen as a problem to becoming a space for discovery and self-care, especially among younger generations. She discusses how Philips is inspiring a higher standard of care through creativity rooted in innovation, and how sustainability is central to their marketing strategy.The

en

25:40

Meta: How AI is transforming advertising

Future Proof ·

2025/10/01

Advertising across the Meta portfolio is changing thanks to AI. In this edition of Future Proof, Jane Ostler, EVP, Global Solutions Marketing and Thought Leadership at Kantar, talks to Derya Matras, Vice President of EMEA Global Business Groupat Meta, about how the company has been evolving its advertiser tools and how AI is giving advertisers greater control over the ways in which they can invest. Derya also shares the details of her career journey, from management consulting to leading Meta's

en

24:35

From Pause to Play: Mapping Amazon Ads Canvas

Future Proof ·

2025/09/24

Kantar’s Media Reactions 2025 study found that consumers rank Amazon the #1 global media brand for ad preference. In fact, Amazon, Twitch, and Prime Video—all Amazon brands—appear in three of the top five most preferred ad platforms for consumers worldwide. Why? Amazon’s approach to creating native, non-intrusive experiences across all Amazon environments including shopping, streaming, and live content.On this special episode of Kantar's Future Proof Podcast, Nicole Jones is joined by Chris Mullins,

en

40:33

Beyond the Funnel: Reimagining B2B Marketing

Future Proof ·

2025/09/17

With the global B2B market projected to reach nearly $29 trillion in 2025, digital-first buyers are demanding more personalized, authentic, and human experiences. At the heart of this evolution are creators—marketers, thought leaders, and employees—who are building trust and community in ways traditional brand marketing can’t.In this episode, Nicole Jones is joined by two powerhouse voices from LinkedIn’s B2B Institute, Ty Heath, Director and Founder of the practice, and Caroline Day, Global

en

14:40

How does Reckitt harness AI to drive transformation?

Future Proof ·

2025/09/10

In this episode, Jane Ostler interviews Bastien Parizot, SVP of IT and Digital Marketing and Transformation at Reckitt. They discuss the transformative role of AI in marketing, the launch of Reckitt Catalyst, a program aimed at supporting entrepreneurs in health and hygiene, and the importance of creativity tied to purpose. Bastien shares insights on how Gen AI is being utilized to enhance marketing efficiency, the significance of data quality, and the future landscape of marketing where human touch

en

26:48

From Rides to Reach: Mobility Media Unlocked

Future Proof ·

2025/08/05

Mobility media is turning everyday rides into powerful brand moments—blending digital precision with real-world presence to deliver contextual, location-aware ad experiences. While these new ad formats drive a lot of value for brands, there are still challenges in scaling mobility-based ad network, from responsible data use, and what it means to create seamless, omnichannel campaigns.In this episode ofKantar’s Future Proof Podcast, host Nicole Jones, Chief Media Commercial Officer at Kantar, sits

en

38:39

Signals of Impact: Rethinking Creative, Measurement,...

Future Proof ·

2025/07/30

With almost 70% of global advertising dollars now being spent on digital channels, maximizing marketing impact in digital environments is critical – especially with Gen-Z's growing influence.According to Kantar normative data, creative quality is the single biggest driver of growth in brand impact, driving 49% of brand impact across ad campaigns. At the same time, research highlights a persistent gap in marketers’ confidence around how to create measurably effective campaigns.And adding to that

en

26:01

Innovating with creative consistency: Diageo’s design...

Future Proof ·

2025/07/23

What does it take to build a brand that stays fresh without losing its identity?In this episode, Dr Nicki Morley, Global Innovation Lead at Kantar is joined by Jeremy Lindley, Global Design Director at Diageo to explore how Diageo balances consistency and flexibility to create iconic, recognisable brand experiences across every touchpoint, from packaging to pubs. They unpack the discipline behind creative consistency, the bravery to stay the course, and how design drives both distinctiveness and

en

15:12

Why being Daring with Dairy matters to Arla

Future Proof ·

2025/07/16

In this episode, Natalie Botha, Global Creative and Comms Lead at Arla, talks about her role in supporting marketers to be creative and how it plays a crucial role in brand growth. She talks about their Cannes Lions award-winning campaign, highlights the rapid advancements in AI and the role it plays in assisting marketers, and the need for brands to embrace innovative strategies. The conversation also touches on the need for the C-suite to foster creativity in a business, to find new space through

en

28:32

The Future of Advertising in a Retail-Driven AI World

Future Proof ·

2025/07/09

From the rise of agentic AI and retail media networks to the evolving role of conversational commerce, the retail ecosystem has transformed in the last few years, opening new opportunities for brand marketers. In this special edition of Future Proof, Wayne Levings, Kantar’s Global Chief Client Officer sits down with Keith Mercier, Vice President of the Worldwide Retail and Consumer Goods Industry at Microsoft. Microsoft is helping brands and retailers stay resilient, agile, and future-ready, all

en

25:25

From launch to impact: insights for innovation success

Future Proof ·

2025/07/02

In this episode, Nicki Morley, Global Innovation Lead at Kantar speaks with Deirdre van Zyl, Head of Innovation Planning – Africa and Salome Njomo – Innovations Planning Manager – Africa about the importance of creating meaningfully different innovations that truly resonate with consumers. They explore what the ‘learn, test, learn’ philosophy means for Diageo and how continuous learning drives innovation success. Finally, they discuss how planning for post-launch insights early on ensures the

en

15:30

Kantar BrandZ Insights from Brand Builders 2025: A...

Future Proof ·

2025/06/18

For the 20th anniversary edition of BrandZ’s global report, Adele Jolliffe, Head of Head of Brand Consultants, Kantar talks with Georgia Balinsky, Vice President, Global Head of Brand & Creative, RBC about the evolution of marketing and brand-building over the past two decades and the importance of brand in driving growth.Georgia is Vice President, Global Head of Brand & Creative at RBC. She is a modern brand building expert whose mission is to establish the power of brand as a catalyst for

en

25:08

Kantar BrandZ Insights from Brand Builders 2025: A...

Future Proof ·

2025/06/04

For the 20th anniversary edition of BrandZ’s global report, Adele Jolliffe, Head of Brand Consultants, Kantar talks with Marcel Marcondes, Global Chief Marketing Officer, AB InBev about the evolution of marketing and brand-building over the past two decades and the importance of brand in driving growth.Marcel joined AB InBev in 2005. Prior to becoming the company’s Global Chief Marketing Officer, he held a variety of roles at AB InBev, including Global President of Beyond Beer Co. and Chief

en

36:32

Kantar BrandZ Insights from Brand Builders 2025: A...

Future Proof ·

2025/05/21

For the 20th anniversary edition of BrandZ’s global report, Martin Guerrieria, Head of Kantar BrandZ, talks with Abhinav Kumar, Global Chief Marketing Officer, TCS about the evolution of marketing and brand-building over the past two decades and the importance of brand in driving growth. Abhinav is the Chief Marketing Officer of TCS, leading a team of 700 professionals in 55 countries who oversee the company’s brand, reputation and stakeholder relationships. In a 23-year career at the company, he

en

28:20

Navigating Consumer Trust in Advertising

Future Proof ·

2025/05/07

In this episode of Kantar’s Future Proof Podcast, Nicole Jones speaks with Jesse Waldele from the Wall Street Journal about the evolving landscape of advertising and consumer trust. They discuss the paradoxical nature of today's consumers, the importance of building trust in a polarized environment, and strategies for engaging diverse audiences, particularly Gen Z. Jessie shares insights on optimizing advertising campaigns, leveraging offline channels, and ensuring brand safety. The conversation

en

26:51

The Power of Meaningful Difference in Marketing

Future Proof ·

2025/04/23

In this episode, Jane Ostler speaks with ProfessorKoen PauwelsAssociate Research Dean and Distinguished Professor of Marketing at D’Amore-McKim School of Business at Northeastern Universityand Mary Kyriakidi, Kantars Global Thought Leader, to discuss the current state of marketing, focusing on Kantar's Blueprint for Brand Growth. They explore the significance of meaningful difference in branding, the correlation between penetration and sales, and the importance of being present in the market. The

en

35:14

Paws and Effect: Marketing Strategies in the Canine...

Future Proof ·

2025/04/09

In this episode Jane Ostler talks to Nick Daniel, former CMO of Dogs Trust and Director of Flying Foxes Consultancy, to explore the unique challenges and strategies in charity marketing. They discuss the importance of brand identity, the competitive landscape of the nonprofit sector, and the growing role of partnerships and influencer marketing.Nick also highlights the challenge charities face in standing out as commercial brands increasingly align themselves with social causes, blurring the lines

en

205 results

Similar Podcasts

TaxTalent.com The Golden Rule Podcast

Adam Golden

TaxTalent.com Podcast

Tony Santiago

Handelsblatt Crime - spannende Streitfälle der deutschen Wirtschaft

Ina Karabasz, Solveig Gode, Sönke Iwersen

Deffner und Zschäpitz – Der Wirtschafts-Talk von WELT

WELT

Black Box - La scatola nera della finanza

Guido Brera e Gian Luca Comandini -...