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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

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

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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

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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

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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

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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

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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

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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

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41:36

The Real Magic Cannes Creative Brand of the year,...

Future Proof ·

2025/03/19

Coca-Cola's creative brilliance was celebrated at Cannes last year. In this Future Proof Podcastwith Islam El Dessouky, Global VP of Creative Strategy and Content Lynne Deasonexplores what it is that gives Coca-Cola campaigns their real magic and fizz. This unmissable, inspiring and enjoyable conversation covers topics that anyone focussed on creating effective advertising today needs to master.Creating Emotional Connections: the art of crafting advertising that resonates emotionally and leaves a

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20:58

From FOMO to Function: How Should Marketers Leverage...

Future Proof ·

2025/03/05

GenAI dominates marketing conversations, but how does it connect to capability building and the evolving role of marketers? While excitement around GenAI is high, adoption remains low with less than half of those with access use it regularly. So, what’s holding marketers back?In this episode, host Jane Ostler is joined by Thomas Von der Fuhr, Head of Organisational Performance at Kantar, to discuss insights from the newly published report, GenAI in Marketing: Fear or FOMO. They discuss what

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29:52

How can marketers get the most out of their digital...

Future Proof ·

2025/02/18

In today’s episode, we’re exploring the marketing opportunities advertisers have in audio forward environments. Audio is present in nearly every moment of our lives, from weddings to commutes, workouts, and relaxation – and now marketers have more ways to engage their target audience in these spaces, and they aren’t just sound based. In recent years, the rise of podcasts and audiobooks has reshaped how people engage with audio, creating a deeper connection with streaming platforms and shifting

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24:36

Future Proof: Why marketers need to evolve their...

Future Proof ·

2025/02/13

Over the past few years, marketers have nearly perfected their approach to performance-based marketing. However, research shows that the businesses that perform the best over time have a strong command over brand value. For brand marketers, this is great news and luckily, there is a lot that can be learned from the techniques and approaches from performance marketers in terms of supercharging brand. Nicole Jones, Kantar’s Chief Media Commercial Lead and Ryan Brendle, Global Director of Marketing

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32:31

How the Streaming Experience is Evolving for Viewers...

Future Proof ·

2025/02/04

TV and video streaming are two of the most effective ways to reach audiences and predispose more people. According to Kantar Media Reactions, consumers find advertising on TV and TV streaming fun and entertaining and that TV sponsorships have better quality experiences. Marketers too are planning on investing more in CTV advertising experience.And yet, despite this interest, Kantar found that in Q3’24, only 16% of video streamers are happy with the relevance of ads shown to them.Nicole Jones,

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23:15

What are Kantar’s key Marketing Trends for 2025?

Future Proof ·

2025/01/31

In this episode of Future Proof, Jane Ostler talks with fellow Kantar experts Duncan Southgate and Gonca Bubani to discuss their latest report, Marketing Trends 2025. They explore the shift towards total video, the evolving social media landscape, and the rapid growth of retail media networks. The conversation highlights the importance of sustainability in marketing strategies and the transformative potential of generative AI in creative development. The experts provide insights into how marketers

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20:39

This Year Next Year: What’s going on in Advertising...

Future Proof ·

2025/01/15

The advertising industry is experiencing a rapid transformation driven by AI advancements and an ongoing shift towards digital channels. This evolution is accompanied by increased scrutiny and regulation, creating a complex environment for marketers. These are the key findings of the latest "This Year Next Year" report, recently published by GroupM.In this episode of Kantar's Future Proof, host Jane Ostler engages in a compelling conversation with Kate Scott-Dawkins, Global President of Business

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26:57

Brand Strategy Unpacked: Unearthing the essence of...

Future Proof ·

2024/12/23

Having a clear brand positioning is key to creating brand consistency and connection across time and touchpoints.The Eurovision song contest is hosted by a new country with a new campaign each year so creating brand clarity is especially key.In this episode, Lina Moussaoui,Brand Manager for the Eurovision Song Contestat the European Broadcasting Union and Marise Pronk, Senior Account Manager at Kantar talk to Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar about how they unearthed the

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31:42

Brand Strategy Unpacked: Connecting via Collabs and...

Future Proof ·

2024/12/16

Brand collaborations are a powerful marketing leverto unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present.No wonder 1 in 4marketers cite collabs as an important tactic in the 2024 Language of Effectiveness report by Marketing Week and Kantar.Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar and Becky Ingram, Client Partner at Kantar chat toGui Pasculli, Head of Culture & Partnership for Malibu at Pernod

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20:04

The secrets behind innovative strategies and...

Future Proof ·

2024/12/12

In this episode of Kantar's Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, interviews Oliver Gilding, Head of Innovation and Licensing at Iceland, to discuss their approach to innovation through unique product development and strategic partnerships.Oliver shares insights on the importance of being bold and tenacious in innovation and how Kantar's Concept AI tool has allowed them to make informed decisions in a crowded marketplace and stay ahead in the

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19:01

Unlocking Innovation: Insights from Unilever’s...

Future Proof ·

2024/12/06

In this Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, speaks to Philippa Tilley, the Global Head of Radiant Brands at Unilever.Philippa provides an in-depth look at how Unilever fosters meaningful innovation, integrates sustainability with superior product performance and utilises AI- all whilst emphasising the importance of curiosity and conviction when bringing innovative ideas to life.Listen for valuable advice for innovators and an enlightening

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38:11

Brand Strategy Unpacked: Creating collabs for growth...

Future Proof ·

2024/12/02

Brand collaborations are a powerful marketing leverto unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present.No wonder they are in thetop 3 most important tactics mentioned by marketers in the 2024 Language of Effectiveness report by Marketing Week and Kantar.Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar unpacks both the strategic intent and phenomenal impact of brand collaborations with Oliver Gilding, Head

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28:21

TikTok Shop: Revolutionising e-commerce with live...

Future Proof ·

2024/11/27

In this episode, Dr Nicki Morley, Head of Behavioral Science and Innovation Expertise at Kantar, discusses the innovative expansion of TikTok Shop into the e-commerce space. Joined by Jauneen Tarin, Head of Connected Shopper Practice at Kantar, and Nora Zukauskaite, Integrated Marketing Director for TikTok Shop, the conversation delves into TikTok Shop’s unique approach to e-commerce, its rapid growth, and the challenges faced along the way. Tune in to uncover the secrets behind the differentiation

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212 results

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