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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

31:00

45. How can you make the world a better place?

Future Proof ·

2019/11/27

Daianna Karaian has always worked at the intersection of sustainability and business, helping brands make money while also making a difference in the world. Now she has set up Thought Starter & Thoughtful Works, to help businesses and individuals actually walk the talk. We speak to Daianna about the Thought Starter kit and its basis in Martin Luther King’s 'six steps of non-violent social change', and how people and organisations are using it to make a real difference. We discuss the best examples

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26:40

44. How do you produce news in a digital world?

Future Proof ·

2019/11/05

What’s involved in producing news? And what’s new about news in a more digital-focussed world? Inga Thordar, Executive Editor of International, CNN Digital Worldwide, tells Jane Ostler and Felipe Thomaz what an ‘average’ day looks like, how to find the right news stories for the right audiences, and how you can make news go viral… while still remaining trusted, non-partisan and distinctive. Hosted on Acast. See acast.com/privacy for more information.

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24:17

43. How do you delight Indian banking customers?

Future Proof ·

2019/10/30

What makes a bank successful? How do you attract and retain customers in the Indian banking market? And what role does technology play? S. Ramakrishnan, Head of Retail Banking & Wealth Management for HSBC in India, speaks to Andrew Stephen and Amy Cashman about creating a winning customer experience, the benefits of being a multinational business, the future growth opportunities and how they are partnering with fintechs to make improvements to their service in an agile way. Hosted on Acast. See

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28:42

42. How can marketing change a company’s culture?

Future Proof ·

2019/10/11

The Racing Post was set up in 1986 to provide expert insights to fans of racing. But how does it approach marketing today? What does the future look like for the publisher? And how is this digital transformation linked to the internal culture of the business? Louise Agran, CMO at the Racing Post, gives Andrew Stephen and Amy Cashman the lowdown on the business model at this heritage brand, the pros and cons of a very engaged audience, and the work she’s done to embed new values – ‘postmarks’ – in

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29:24

41. Are marketers realising the full potential of AI...

Future Proof ·

2019/10/06

Can we use machine learning algorithms to better understand consumers? How they truly feel, simply by looking at their face or reading their Tweets? If not, why not? Dr Natalia Efremova of the University of Oxford talks about the current research, the potential of AI and machine learning, and the power it might have not only in marketing but in achieving social goods. She also touches on why it’s so difficult to get sophisticated information from algorithms, how to avoid bias, and the importance of

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26:18

40. What is the value of creativity? with Perry...

Future Proof ·

2019/09/29

How can we measure creativity? It's a big question, and a big challenge - but one that WPP's Perry Nightingale is keen to answer (with a little help from Oxford University and the Future of Marketing Initiative). In the second part of Andrew and Jane's conversation with Perry, we hear about Perry's creativity school, infusing creativity into an organisation, what has changed in the last 10 years (and what might happen next), along with Perry's views on how advertising agencies can find, encourage,

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21:44

39. Why does the adtech market need to change?

Future Proof ·

2019/09/23

Kirk McDonald, CMO of advertising and analytics company Xandr, talks to Jane Ostler in Cannes about his views on the digital landscape – how digital advertising is analogous to the food supply chain, why Xandr’s mission is to ‘make advertising matter’, and how a great user experience can go hand in hand with effectiveness for marketers and efficiency for publishers. Kirk believes we can use technology in smart ways to deliver highly personalised ads, but he argues that the whole industry should

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30:44

38. What is the future of automotive? with Mat Heinl

Future Proof ·

2019/09/15

There is a lot of disruption in the world of ‘mobility’ – but what does that actually mean? What does it take to launch a ‘mobility’ product? How will marketing teams encourage consumers to adopt new platforms and travel methods, including autonomous vehicles? And what do these innovations mean for traditional car and transport brands, other types of businesses, and society at large? Mat Heinl, CEO of Moving Brands, talks cars, sandwiches, horses and ice cream vans with Andrew and Jane. Hosted on

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28:54

37. Why does eBay advertise on TV? with Gareth Jones

Future Proof ·

2019/09/09

There is a lot people don’t know about eBay, says Gareth Jones. In order to bust some of those myths – around things like delivery and newness – the online shopping platform is spending more and more on traditional media channels like radio and TV. Telling these stories and reaching a wider audience is helping them achieve longer term success, he explains, and complements their digital advertising approach nicely. So how does it work? How can “digital” principles be applied to things like radio and

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21:30

36. Can a machine be creative? with Perry Nightingale

Future Proof ·

2019/09/01

Technology and data now sit at the heart of marketing, and AI has quietly embedded itself in our culture. But how can we use it to produce adverts that make an impact? Why is human creativity still important? And what are the big questions we need to be asking about evolving technology... not just from a business perspective, but for society as a whole? In part one of a two-part discussion, Perry Nightingale shares his wisdom with Professor Andrew Stephen and Jane Bloomfield. Hosted on Acast. See

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25:52

35. Can marketing make us enjoy food more? with Dr...

Future Proof ·

2019/08/25

If enjoying food makes us choose to consume more of it, then learning how to trigger greater levels of enjoyment could be a valuable tool in a brand’s repertoire. How can you encourage consumers to buy, consume and enjoy your products? What if they really think they won’t like the flavour combination? And why do choices around packaging – size, wording and related ‘content’ – matter? Andrew and Tara talk to an expert, Dr Cammy Crolic, to find out. Hosted on Acast. See acast.com/privacy for more

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24:00

34. How can we make online advertising better?...

Future Proof ·

2019/08/15

How do you bridge the gap between creative and media teams to deliver more effective campaigns? How do you encourage users to actually watch a video ad on their mobile device? And how do you achieve mass reach without losing personalised, contextual relevance? These are just some of the questions Jane and Felipe discuss with Grant Gudgel, the head of Teads Studio in North America. They talk AR, AI, chatbots, interactive creative, user friendliness and the sound on/sound off debate, to understand how

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18:56

33. How can brands make the most of Pinterest? with...

Future Proof ·

2019/08/09

What makes Pinterest different to other platforms? Jon Kaplan, Global Head of Partnerships, explains to Jane and Felipe how users (or Pinners) actually appreciate content from brands on this channel, as they find inspiration for everyday products, seasonal ideas, or major life moments such as planning a wedding, a new baby, or house renovations. Jon tells us what innovations are new and coming soon, why these changes make Pinterest an even better place to advertise, and how marketers can make the

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22:45

32. What’s changed in the agency world? with...

Future Proof ·

2019/08/02

Nick Lawson, CEO EMEA and client practice lead at MediaCom, spoke to us in Cannes about the changing world of the media agency, how the industry has evolved, why clients look to media agencies for growth solutions… and what the future might look like. Will technology replace people, or just boring tasks? What skills do agencies need? What role can media agencies play? And why has Nick stayed at the same company for 28 years? Hosted on Acast. See acast.com/privacy for more information.

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22:47

31. Why is Spotify getting into podcasts? with...

Future Proof ·

2019/07/23

The Culture Next global trends report from Spotify explains how younger audiences are changing – experiencing screen exhaustion and re-evaluating their relationship with digital media, they are moving to new channels and expecting new, personalised but connected experiences. With these trends and the ubiquity and innovation in audio, says Danielle Lee (Global Vice President, Partner Solutions at Spotify), it is a perfect time for agencies and brands to consider getting creative on platforms like

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25:44

30. What’s it like to work at Facebook? with Steve Hatch

Future Proof ·

2019/07/21

Steve Hatch, Vice President Northern Europe at Facebook, and former CEO at MEC (now Wavemaker) talks about the difference between his current job and working at an agency, and what has changed at Facebook in the last few years – particularly recently, in terms of promoting the social good done by the platform, and minimising harm. He also tells Jane Ostler about the latest innovations and applications for tech like AI and virtual reality, and how Facebook is working with influencers and brands, and

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24:25

29. What makes a game-changing CMO? with Nadine Dietz

Future Proof ·

2019/07/12

What is the role of the CMO? How is it changing? And, most importantly, what makes a really good one? Jane Ostler interviews Nadine Dietz, chief community officer at AdWeek and host of the CMO Moves podcast, during Cannes Lions 2019. Nadine talks about her conversations with CMOs, the traits she finds they have in common, what they do differently… and even some of the secret dreams they hold. Hosted on Acast. See acast.com/privacy for more information.

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25:01

28. How can marketers bring more joy to their work?

Future Proof ·

2019/07/08

Jane and Andrew speak to Bruce Daisley, VP EMEA for Twitter, about the role the platform plays in society and the marketing mix, as well as his own work around positivity at work. Bruce discusses recent innovations at Twitter to make conversations healthier, the best ways brands can use Twitter (both for starting conversations and gathering feedback to use as fuel for a campaign) and what makes posts go viral. He also explains why those of us working in media may be burning out – and makes some

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28:24

BONUS: Why should we care about brand value?

Future Proof ·

2019/07/03

June saw the release of the BrandZ Top 100 Most Valuable Global Brands of 2019, with Amazon taking the top spot for the first time. But why does it matter? How does it work? And what makes the difference between a top performing brand and those that drop off the list? Doreen Wang, global head of BrandZ for Kantar, tells Jane Bloomfield about the key themes, provides insights for growth and offers up some interesting case studies from this year’s global ranking. Hosted on Acast. See acast.com/privacy

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22:03

27. How does Google balance creativity and technology?

Future Proof ·

2019/07/01

With more data at our disposal than ever, new tools, new tech, machine learning… are machines about to replace creatives? Tara Walpert Levy (VP, Agency and Brand Solutions at Google) says no, but brings to life several examples of where technology and insights – specifically from Google – are empowering creatives and creative work. On the stage at Google Beach as part of Cannes Lions, she discusses Google’s role in the creative ecosystem, innovations in advertising and targeting, and some of the

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213 results

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