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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

21:26

59. What happened to Cannes Lions?

Future Proof ·

2020/06/08

With the fear and uncertainty posed by a global pandemic, Ascential – the company that runs Cannes Lions – this year made the difficult decision to cancel the festival. But what does that mean for the business, for the advertising industry, and for the world of events? We hear from Philip Thomas, Chairman of Cannes Lions and president of Ascential Marketing, on the difficult decision to cancel the event, and the awards. He discusses the digital events they will be running in June instead (Lions

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23:23

58. How is radio coping with COVID-19?

Future Proof ·

2020/06/01

How do you produce radio in lockdown? When you have committed to keep broadcasting 24/7? Kantar’s Jane Ostler spoke to Steve Parkinson, MD of Bauer Media’s national radio brands in the UK, about the steps they’ve taken, the technology they’ve relied on, and what happens next for the commercial radio stations that are now broadcasting from people’s homes. Steve touches on some of the challenges – like reconsidering obituary procedures, and helping advertisers get the tone of their campaigns right –

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27:40

57. How does politics affect brands in America? with...

Future Proof ·

2020/05/22

Walker Smith speaks to Joel Benenson, founder and CEO of the Benenson Strategy Group, a leading political and corporate strategist, and formerly American ‘Pollster of the Year’. As the US enters election season, and faces the huge challenge of a global pandemic, how is the relationship between politics and business changing? Joel talks about the state of US politics and levels of polarisation, the affect on brands and the changing nature of customer demand, and the importance of employee sentiment –

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27:48

56. Does conversational AI give us better insights?

Future Proof ·

2020/05/11

How much would you tell a chatbot? Tara Prabhakar interviews David Wright and Karlien Kriegler, innovation specialists at Kantar, about the work they’ve been doing around conversational AI and the fascinating results of some client projects in this space. Describing the (fast) evolution of chatbots, David and Karlien explain how new approaches to research – featuring chat, AI, natural language processing and some human insight – can bring together the best of qualitative and quantitative research

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26:18

55. How can search data build a winning content...

Future Proof ·

2020/04/27

How do you create content that people really need, and want to read? The smartest route is to start with search data, and use the insights to write engaging evergreen articles. This is what Sergey Lesnikov, Senior Global Digital Marketing & Ecommerce Manager at Philips, did with his team and partners Mavens of London in order to create the Male Grooming Experience Center, a digital hub for useful content around male grooming. Tara Prabakhar asks Sergey what inspired the idea, how it was done, what

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20:43

BONUS: How will COVID-19 affect media and advertising?

Future Proof ·

2020/04/20

Host Professor Andrew Stephen chats to Jane Ostler, Daren Poole and Andy Brown, media and creative experts from Kantar, to find out what the coronavirus means for media and advertising. What happens if brands stop advertising? How are our consumption habits changing? And what makes a good piece of creative at this time? Hosted on Acast. See acast.com/privacy for more information.

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23:38

54. How do consumer conversations affect your brand?

Future Proof ·

2020/04/13

How do you measure the conversation around your brand, and what can you do with that information? Walker Smith talks to Ed Keller, CEO of Engagement Labs and Kevin Moeller, Head of Media Insights & Analytics, PepsiCo North America, about the role of word-of-mouth marketing, the importance of measuring both online and offline conversation (and how you can do that) and the applications of these insights. How do you separate the signals from the noise? How can positive (and negative) conversation about

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15:27

BONUS: How is COVID-19 impacting customer experience,...

Future Proof ·

2020/04/09

As the pandemic changes how people deal with businesses (and each other), Walker Smith and Barbara Cador discuss the possible responses when it comes to customer experience, particularly in the banking sector, as people worry more about their financial situation. Will this speed up digital transformation in financial services, or reinforce the importance of a human touch? What differences and similarities are we seeing in various markets around the world when it comes to consumer needs and

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21:33

BONUS: How can brands survive COVID-19?

Future Proof ·

2020/04/03

Data from years of Kantar and BrandZ research indicates clearly that the best way to survive an economic downturn (and to bounce back more quickly when it's over) is to have a strong brand. But what does that mean? How can you achieve it? Does purpose play a part? And what can brands do right now to ensure that they remain salient and meaningfully different? Chief Global Analyst Nigel Hollis and Head of Research for BrandZ Martin Guerrieria tell Jane and Felipe what matters most at a time like

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23:28

BONUS: What lessons can brands learn from China?

Future Proof ·

2020/03/31

The spread of coronavirus is disrupting brands from every industry, across the world. But we’ve been through disruption before, says Walker Smith, Chief Knowledge Officer at Kantar, and can learn some lessons from the past. We can also learn from China, where research shows the promise for certain categories, channels and marketing strategies, in the face of this global pandemic. Oceanne Zhang, Director of Consulting at Kantar in China, talks us through some of her team’s findings: new consumer

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19:53

BONUS: How will COVID-19 change global healthcare?

Future Proof ·

2020/03/26

As the pandemic changes lives across the world, how are healthcare systems responding? Where are consumers going for information and advice, and what does that mean for the future of delivering health and aftercare services globally? We ask Jade Cusick, Oliver Bone and Julia Liu to share their insights from the US, Europe and of course China, to see where the challenges and opportunities are emerging. Hosted on Acast. See acast.com/privacy for more information.

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22:21

BONUS: What is the impact of COVID-19 on grocery and...

Future Proof ·

2020/03/24

What has happened to sales in supermarkets? Are patterns emerging in different countries across the world? And what should we expect to see next, when it comes to retail and consumption habits? Fraser McKevitt speaks to Jason Yu and Ray Gaul to get perspectives from China, Europe, and the UK, and to discuss what trends Kantar has spotted in sales, usage and retail approaches. Hosted on Acast. See acast.com/privacy for more information.

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29:24

53. What is the future of sustainable urban mobility?

Future Proof ·

2020/03/15

People are desperate for more sustainable transport choices – and are keen to change how they get around cities, as long as they feel safe and have some flexibility. That’s where Cyclo Technology’s new innovation could be helpful: a 'packable' helmet for the urban rider, made from reclaimed plastic that will make hiring a bike or commuting on your own a lot more appealing. How have they tackled customer research and product development? What is possible when it comes to creating a sustainable supply

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25:09

52. What’s not going to happen in marketing?

Future Proof ·

2020/03/01

Things change in marketing all the time, and marketers get more excited with each new technological ‘innovation’. But we could be getting ahead of ourselves, says strategy consultant and Web Curios writer Matt Muir. If we are really honest with ourselves, what will NOT happen in 2020? What does he think we should strike from our list of predictions? What is missing from the list? And which words do we need to define better, or remove from our vocabulary entirely? Matt talks authentic influencers,

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28:26

51. What’s next in media and marketing?

Future Proof ·

2020/02/16

As Kantar releases its annual Media Predictions report, forecasting the likely changes for media in 2020 and beyond, Professor Andrew Stephen asks experts Jane Ostler and Margo Swadley to comment on some of the trends they are seeing. Touching on the business models of streaming services, the untapped potential of audio, why influencer marketing needs to grow up, and the rise and rise of esports, Jane and Margo discuss not only the changes in channels and usage, but their advice for brands and

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24:05

50. What’s changing media agencies in 2020?

Future Proof ·

2020/02/02

Recently returned from CES in Vegas, Marco Rimini (Chief Development Officer at Mindshare) feels he has glimpsed the future – as well as a few things that probably won’t come to be. So what’s likely to change in the media world, and particularly the media agency, in the next year… or even decade? Marco tells Jane and Andrew about the rise of shoppable content and how it affects the traditional media plan, the inspiration we can get from China, the role of data and analytics in media planning, and

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26:41

49. How do you transform marketing in a 500-year-old...

Future Proof ·

2020/01/19

You don't get much more traditional than Oxford University Press: over 500 years old, its roots dating back to 1478 when the first book was published in Oxford and home to the renowned Oxford English Dictionary. Today the Press has 6000 employees, operates in 190 countries and 40 languages, and offers a huge range of products and services, from pre-school educational materials to scholarly works. Sarah Ultsch, Director of Marketing at OUP, tells Andrew and Julie how the organisation is

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26:26

48. Why does marketing need to be sustainable?

Future Proof ·

2020/01/07

Too many marketers still believe that sustainability in marketing comes at the expense of cost-effectiveness – when, increasingly, adopting sustainable marketing can improve commercial performance. So says David Radford, former CMO of Allianz in the UK and Associate Fellow of Said Business School. David's contention is that marketing needs to get its house in order when it comes to sustainability. As our marketing output is one of the most visible aspects of a business, he says, and as consumer

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23:23

47. How can you make the most of chatbots?

Future Proof ·

2019/12/20

There are more and more times when we find ourselves talking to what might seem like a person, but it’s actually a bot, often powered by AI. But what does the research say about the best way to use them? What can businesses do differently to improve their reputation, and get deeper customer insights? Professor Andrew Stephen, L’Oréal Professor of Marketing at Saïd Business School, takes us through some recent research his team has conducted around the impact of anthropomorphised (human-like)

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29:48

46. What makes marketers inspiring?

Future Proof ·

2019/12/09

Michael Fanuele has written about the Six Skills of Inspiration in his new book, Stop Making Sense. In this episode, we speak to Michael in New York about why inspiration matters, what it can achieve, and how an individual – particularly a leader – can become more inspiring. As it turns out, it might mean turning our backs on rationality… We also touch on the role of planners, the role of agencies, his creative director role at General Mills and the balance big brands need to strike between

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213 results

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