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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

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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20:44

Unlocking Bold Growth: Insights from PepsiCo’s...

Future Proof ·

2024/11/21

How does a brand like Doritos achieve consistent global growth? In this episode of Future Proof, we explore this with Mustafa Shamseldin, the Category Growth Officer and CMO for International Foods at PepsiCo. Mustafa shares how he fosters synergies across cross-functional teams to facilitate holistic brand growth, integrating functions from supply chain to innovation. He also discusses the strategic decisions behind Doritos’ impressive global penetration and its recent win at the Kantar Brand

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31:56

The Best Christmas Ads 2024: From Elves to Ads -...

Future Proof ·

2024/11/14

In this festive podcast episode, Lynne Deason chats with Toby Horry, Global Marketing Director at TUI, about his role in decking the halls of the TUI brand.Tune in to learn the strategic thinking behind how the brand is expanding its perceptions and deliveringimpactful and memorable effective marketing campaigns.The Best Christmas Ads 2024: Unwrapping campaign effectivenessMore than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. Kantar

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35:30

The Best Christmas Ads 2024: Cracking the Code of...

Future Proof ·

2024/11/13

Get into the festive spirit with Lynne Deason and McCann's Global Head of Effectiveness and Retail, Jamie Peate, as they unwrap the secrets behind building a shared effectiveness culture.Plus, discover insights into how creativity and brand centricity are the key to effectiveness.The Best Christmas Ads 2024: Unwrapping campaign effectivenessMore than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. Kantar Marketplace: insights at the speed

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30:21

The Best Christmas Ads 2024: Cadbury’s Secret Santa...

Future Proof ·

2024/11/12

In this insightful conversation, Lynne Deason, Head of Creative Excellence at Kantar, interviews Nicole Dudley, Brand Manager – Christmas and Halloween at Cadbury, about the success of Cadbury’s Secret Santa campaign. Cadbury’s innovative multichannel approach to festive marketing has made it the fastest-growing confectionery brand at Christmas, achieving a 43% increase in sales and £80 million in additional revenue.Unwrap a sneak peek at Cadbury's Christmas plans for 2024, valuable lessons on

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32:20

Talkmobile: How a ruthlessly simple customer...

Future Proof ·

2024/11/06

Can you provide great customer experience and the lowest prices? Of course! But how? Join Peter Aitken, Head of Customer Strategy at Kantar, as he sits down with Stuart Wilson and Sarah Boyle from Talkmobile, a leading mobile virtual network operator and part of the Vodafone family. As leaders in sales, marketing, and customer operations, Stuart and Sarah have transformed Talkmobile’s TrustPilot scores, earned numerous industry awards, and achieved sustained growth—all while maintaining low prices

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25:38

Creative strategies for Magnum with Denise Van Strien...

Future Proof ·

2024/10/31

In this episode of Future Proof, we delve into the transformative power of creativity in addressing business challenges. Join us as we chat with Denise Van Strien, Senior Global Marketing Manager at Magnum, Camilla Facin, Head of Strategic Planning at Lola Mullen Lowe, and Vera Sidlova, Global Creative Thought Leadership Director at Kantar. Discover how Magnum marketing team harness consumer insights and innovative strategies to turn business problems into compelling, human-centric campaigns. From

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22:02

Navigating the future of digital advertising with...

Future Proof ·

2024/10/24

In this episode of Future Proof, recorded at Cannes Lions week, Jane Ostler, Global EVP Thought Leadership at Kantar, sits down with Richard Lloyd, Meta’s Director of Marketing Science, Global Clients and Agencies. They discuss the evolving landscape of digital media, the rise of online video, and the critical importance of attention in advertising. Richard shares insights on how brands can stand out in a crowded market, the role of AI in media planning, and the future of attention

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205 results

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