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

19:52

Live at Cannes Lions: Does the ad industry need to be...

Future Proof ·

2019/06/21

We know that marketing think they are doing a good job when it comes to gender portrayal... while most consumers actually don't feel they are accurately reflected in advertising. Cindy Gallop, CEO and Founder of MakeLoveNotPorn, argues that the only solution is hiring and promoting more women within the advertising world, and ensuring that women are writing, creating, producing, directing and approving adverts. So what needs to change in the ad industry, and in brand marketing teams? Why is progress

en

18:41

Live at Cannes Lions: Why should creatives embrace AI?

Future Proof ·

2019/06/20

Today at Cannes Lions, Jane Ostler spoke to Chris Duffey, Head of AI Innovation and Strategy at Adobe and Anthony Reeves, Chief Creative Officer, Wunderman and WPP ACE, who has also been ECD at Amazon. They discussed the real applications of AI – the truth beyond the hype – and the way it might change the role of creatives and the structure of the agency. The lively debate covers the importance of emotional integrity, the feedback loop, personalization plus reach, and the future for artificial

en

12:56

Live at Cannes Lions: In a tech-centric world, how...

Future Proof ·

2019/06/19

BrandZ data shows the biggest brands in the world are now technology brands. Where does that leave brands who make physical products and companies like Unilever? Kantar’s Jane Ostler speaks to Sophie Galvani, Global Brand Vice President for Dove Masterbrand, Unilever, about the way Dove and Unilever connects with consumers, raises confidence and self-esteem in young women, partners with third parties and platforms, uses technology in interesting ways and creates real, innovative brand experiences in

en

20:25

Live at Cannes Lions: What’s more important,...

Future Proof ·

2019/06/18

Today Jane Ostler speaks to influencer and content creator Dominique Davis (@AllThatIsShe) and Neil Waller, co-founder and CEO of Whalar, the influencer marketing platform, live at Cannes Lions. As young people in particular spend more and more time online, and with news that Instagram is the fastest growing brand in the BrandZ Global Top 100, the power of social media as a channel for reaching consumers is undisputed. But is reach more important than credibility? Can you have both? Why (and when)

en

20:21

Live at Cannes Lions: Why are we still talking about...

Future Proof ·

2019/06/17

Welcome to Future Proofing Creativity, recorded live at Cannes Lions in June 2019. This episode features Hesham Tohamy, head of P&G’s North America Feminine Care business, and Global Leader for the Always brand. At Kantar, we know brands with purpose have a higher brand value. But what does purpose mean, and has that meaning changed in the last few years? Why does a brand need to have a purpose, and how does it manifest in the business? What does this look like for Always and P&G in general

en

28:41

26. What can advertising do about “toxic masculinity”?

Future Proof ·

2019/06/09

How can brands move beyond stereotypes? Why does it matter? And what does it look like in a world where 84 men each week are taking their own lives, due to various forms of crisis? James Scroggs, chairman of the Campaign Against Living Miserably (CALM) and master of the side hustle, speaks to Tara and Andrew about the changing notion of masculinity, the role of brands and the power of advertising when it comes to mental health, and why having a vision of the world you want to inhabit – a “north

en

28:31

25. How much branding can you put in branded content?

Future Proof ·

2019/05/24

Branded content is absolutely everywhere… but why? What format works best, at each stage of a customer’s journey? How transparent should you be? And how much branding is simply too much? Dr Alex Connock, Associate Fellow at Said Business School and founder of Missile Digital, talks to the Future Proof podcast about his research and industry experience, sharing insights for marketers exploring the brave new world of branded content. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd

en

27:52

24. What is the best way to achieve business growth?

Future Proof ·

2019/05/10

The Initiative for Real Growth has analysed a huge range of research, including hundreds of C-suite interviews, to uncover the factors that drive sustainable, top-line business growth. In this episode of Future Proof, co-founder of the Institute for Real Growth Marc de Swaan Arons (Kantar) talks us through the findings, and explains what distinguishes an over-performer from an under-performer. He talks about whole-brained marketing, the importance of open cultures and anticipative organisations, how

en

28:05

23. How can brands get gender right?

Future Proof ·

2019/04/26

We talk all things gender in advertising with Angeline Martyn, Head of Private Sector Engagement at UN Women (the United Nations Entity for Gender Equality and the Empowerment of Women) and a spokesperson for the Unstereotype Alliance. At the heart of the discussion is the latest AdReaction research from Kantar, looking at how different genders respond to advertising, and what marketers should be doing differently. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School

en

28:25

22. How do you name a corporate brand? with Essity

Future Proof ·

2019/04/15

What’s in a name? When you are a global company, known throughout the world for health and hygiene products including TENA, Tork, Bodyform, Libresse, Lotus, Nosotras, Saba, Tempo, Vinda and Zewa, it’s actually pretty crucial. Gabriella Ekelund talks to us about how Essity went about choosing a new name, the approach to stakeholder management, the rebranding process, and the reception it received. She also discusses what Essity means… both literally, and as a corporate brand with a bigger purpose

en

40:21

21. Future Proof LIVE: What Women Want? Panel...

Future Proof ·

2019/04/01

Recorded live at Saïd Business School (Oxford University), a panel of experts talk about the What Women Want? initiative by Kantar, launched in 2018 to explore the last 100 years of marketing to women – and looking at how self-esteem can play an important role for brands looking to reach a wider audience. The panel was made up of members of the What Women Want? steering committee: Phillipa Snare, EMEA Marketing Group, Facebook Justine Roberts, Founder, Mumsnet and Gransnet Bart Michels, UK Country

en

23:46

20. How does the BBC use audience data?

Future Proof ·

2019/03/11

The BBC’s public purpose is to inform, educate, entertain and bring the country together. Measuring and improving this is at the heart of the corporation’s research strategy, as Director of Audiences Nick North explains. So what does the BBC know about you? How are they using customer and behavioural data to create and improve TV and digital content, and the overall quality of the experience? And what can brands learn from the BBC’s approach? Hosted by Andrew Stephen, L'Oreal Professor of Marketing

en

25:00

19. Should marketers invest in AI?

Future Proof ·

2019/03/01

Yasmeen Ahmad from Teradata tells us what Artificial Intelligence (AI) actually means, and where it can be valuable for businesses – particularly for marketing teams. Cutting through the nonsense to explain how AI really works, Yasmeen points to the value, the risks, and the key things to consider when you bring AI into your organisation. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Bloomfield, Head of Business Development, Insights

en

21:03

BONUS: What Women Want? Exhibition Audio Tour by Kantar

Future Proof ·

2019/02/25

2018 marked the centenary of women’s suffrage in the UK. This was the beginning of a new era, when brands started to see women as consumers in their own right. Kantar created the What Women Want? Exhibition to explore the last 100 years of marketing to women, and to celebrate this ongoing journey of emancipation, engagement and empowerment. Listen to this audio tour to explore a century of outstanding examples and milestones in marketing to women. Hosted on Acast. See acast.com/privacy for more

en

24:36

18. What is the business case for marketing?

Future Proof ·

2019/02/15

Despite there being so much evidence of marketing effectiveness, the industry doesn’t always promote itself and believe in its own value, says Russell Parsons. Why does this case still need to be made? What do marketers need to do differently? And how should marketing sell itself not only to stakeholders in the business, but also to the wider world? And to themselves? Hosted on Acast. See acast.com/privacy for more information.

en

26:19

17. Is advertising diverse enough?

Future Proof ·

2019/01/30

Advertising needs to reflect our society, says Karen Blackett OBE – UK Country Manager for WPP, Chairperson of MediaCom and race equality business champion to the UK government – but it isn’t currently doing so. With stereotypes, tokenism and a downright lack of diversity in the world of advertising, we are missing out on greater creativity, transformation – and ultimately profit. Who is leading the way, and what should business leaders consider when embarking on this journey? Hosted by Andrew

en

26:59

16. What is the future of news?

Future Proof ·

2019/01/18

The world of news is changing, from the way people consume it to how trusted certain channels are, and how the model is funded. Seth Rogin of Nucleus Marketing Solutions explains how they are trying to transform the way news platforms and brands work together, and why it is more important than ever to support quality journalism as a way to connect with your target audience. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Bloomfield, Head

en

27:45

15. Can a business be truly customer-centric?

Future Proof ·

2019/01/04

Metro Bank is a UK bank that aims to put customers and colleagues at the heart of everything they do. Their CEO Craig Donaldson tells us how they achieve customer-centricity in an omnichannel world, what the barriers are to creating enthusiastic, loyal fans… and why it makes commercial sense to do so. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Bart Michels, Kantar UK Country Lead. Hosted on Acast. See acast.com/privacy for more

en

24:25

14. What is Twitter’s role in the media mix?

Future Proof ·

2018/12/18

In this episode, we explore Twitter from a research angle – how they measure success, how they are looking to improve the ‘health’ of conversations on the platform, and how the research team uses data to help brands. Jake Steadman, Senior Director of Research for International and Agency, also discusses his views on the role of Twitter and the wider world of market research. Hosted on Acast. See acast.com/privacy for more information.

en

28:17

BONUS: How will the media landscape change in 2019?

Future Proof ·

2018/12/12

Will analytics and AI finally help marketing teams measure ROI properly? Will TV ‘die’ or become bigger than ever? Is it more important to be a real influencer, or have real followers on social media? And how can brands navigate the risks and rewards of voice technology? Andy Brown, CEO of Kantar Media; Jane Ostler, Global Head of Media for the Insights division at Kantar, and Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School, discuss how the next twelve months will transform

en

213 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 -...