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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

29:48

HSBC UK: Banking on bold authentic marketing for success

Future Proof ·

2024/10/09

In this compelling episode of the Kantar Future Proof podcast, Lynne Deason, Head of Creative Excellence, talks to Sarah Mayall, Head of Brand for HSBC UK. Together, they explore the intricate journey of crafting multi-award-winning marketing campaigns—including a recent bronze IPA Award—that not only achieve commercial success but also have a positive impact on society and staff.Learn how authenticity, creativity, boldness, and strategic partnerships fuel memorable, brand-centric connections that

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27:26

Unveiling the power of behavioural science in...

Future Proof ·

2024/09/26

Are you a marketer looking to understand how behavioural science can open up new opportunities for your brand? Then look no further than this Future Proof Podcast episode.Dr Nicki Morley, Head of Innovation and Behavioural Science Expertise at Kantar, and Richard Shotton, author of The Choice Factory and the Illusion of Choice, discuss the challenges of behavioural science in the industry, how it can drive sustainability agendas and, of course, their favourite behavioural science interventions 🧠🧪

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18:57

Tech frustrations and chocolate breaks, a...

Future Proof ·

2024/09/20

What if taking a break from technology could be as simple as enjoying a chocolate bar? In this episode of Future Proof, we delve into the world of KitKat’s latest campaign, one of the winners of the Kantar Creative Effectiveness Awards 2024. Join host Jane Ostler for an insightful conversation with Wael Jabi, Head of Marketing for KitKat at Nestlé, Tom Drew, Executive Creative Director at VML in London, and Polly Wyn-Jones, Global Knowledge Manager for Creative and Media at Kantar. Discover how the

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22:06

Decoding IKEA’s marketing success

Future Proof ·

2024/09/02

Ever wondered how IKEA manages to blend affordability, sustainability, and functional design seamlessly? In this enlightening episode of Future Proof, host Jane Ostler, EVP Global Thought Leadership at Kantar, welcomes Gianluca Toccafondi, the marketing lead at IKEA, who won the Most Meaningfully Different Award in our recent Brand Blueprint Awards 2024. Gianluca delves into IKEA’s unique approach to sustainability and how it is embedded in their product design and business model. He highlights the

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19:16

How can CMOs build a more trusted media landscape?

Future Proof ·

2024/08/20

Jane Ostler, our EVP of Global Thought Leadership, caught up in Cannes with Josh Stinchcomb, Global Chief Revenue Officer at Dow Jones. They discussed the dynamics at play in the media environment, with traditional monetisation models under threat, the erosion of trust in media, and AI looming large. So, what is the role of CMOs in this maelstrom? With brand safety and ROI high on the list of marketing leaders’ concerns, Josh argues for a truly data-led approach to media planning, calling on CMOs to

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12:38

From This Year to Next: Predicting Media’s Future...

Future Proof ·

2024/08/06

Join Jane Ostler,EVP Global Thought Leadership at Kantar, as she engages in a fast-paced and thought-provoking conversation with Kate Scott-Dawkins, Global President of Business Intelligence at GroupM, during Cannes Lions week. They dive into GroupM’s “This Year, Next Year” report, discussing the transformative impact of AI, the rapid growth of retail media, and the evolving landscape of political advertising. Discover how these trends are reshaping the media world and what it means for brands

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22:26

How to harness Generative AI for creative effectiveness?

Future Proof ·

2024/07/30

In this episode of the Future Proof podcast, host Věra Šídlová engages with Elaine Rodrigo, Chief Insights and Analytics Officer at Reckitt, to explore the transformative role of generative AI in marketing. They delve into Reckitt's innovative AI tools from insights and idea generation, to creative asset adaptation. Can generative AI models be inclusive? What is the future of machine learning and generative AI in marketing? Tune in to learn about how generative AI can be woven into marketing

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14:34

How should brands Find New Space?

Future Proof ·

2024/07/25

In this episode, Jane Ostler talks to Kantar's Rob Wade about how brands must Find New Space, the third Growth Accelerator in the Blueprint for Brand Growth. They discuss the strategic exploration of incremental opportunities beyond a brand's current market. It involves identifying new categories, occasions, or services where a brand can extend its reach.For example, San Pellegrino, known for sparkling water, successfully ventured into flavoured soft drinks in cans, demonstrating a creative way to

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23:27

Why do brands need to Be More Present?

Future Proof ·

2024/07/24

Jane Ostler talks to Kantar’s Paul Murphy about the second Growth Accelerator of the Blueprint for Brand Growth, Be More Present, focusing on optimising marketing investments across product range, distribution, pricing, and promotions. Paul Murphy highlights Nike’s strategy of balancing digital and physical retail presence to meet diverse consumer needs. The importance of omnichannel presence is emphasised, with examples like Harry’s, a men’s razor company, expanding from online subscriptions to

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28:29

Why do brands need to Predispose More People?

Future Proof ·

2024/07/23

Jane Ostler talks to Kantar’s Adele Joliffe about the first Growth Accelerator in the Blueprint for Brand Growth. Brands need to Predispose More People to increase the probability of purchase, and this can be measured through Demand Power and Pricing Power. Adele highlights the importance of predisposition in both acquiring new customers and retaining existing ones, emphasising that it is not a guarantee of loyalty but rather a spectrum, where the goal is to strengthen and scale predisposition among

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21:03

Why do brands need to Be Meaningfully Different to...

Future Proof ·

2024/07/22

In our first of four special Future Proof podcast episodes about the Blueprint for Brand Growth, which aims to help CMOs and marketers drive value, especially in challenging economic times. Host Jane Ostler talks to Kantar’s Graham Staplehurst about the Blueprint’s Growth Driver, Be Meaningfully Different to More People. This episode highlights the importance of growing revenue, margin, and brand value. Strong brands are shown to outperform the stock market and are more resilient to economic shocks

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20:25

AI 2030: Provoking insights for smarter and more...

Future Proof ·

2024/07/15

Ready to provoke your insights? Learn more about AI and the 2030 Insight Model! By provoking your insights, you allow Insights professionals enhance efficiency to focus on genuine human empathy. Provocation entails a narrative of action that begins with but does not end with data. Listen to J. Walker Smith ,Global Knowledge Lead at Kantar; Mark Visser, Global Head of Consulting at Kantar; and host Jane Ostler, EVP, Global Thought Leadership at Kantar in this insightful episode.Find out more:

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22:05

Marginal to mainstream innovation: How looking to the...

Future Proof ·

2024/07/10

Brands in today's world are often fighting for growth in the same places, there is a need for someone to be bold and do something different. The next big trends always start in the margins of society.In this podcast, Dr Nicki Morley is joined by Dr Helen Edwards (Adjunct Associate Professor of Marketing at London Business School, Author, Columnist, and Consultant), to discuss how the key to understanding growth is having a greater focus on consumers and the behaviours they find value. Hosted on

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26:01

What challenges do CMOs face today? A conversation...

Future Proof ·

2024/07/05

In this episode of the Future Proof podcast, host Jane Ostler sits down with Mark Read, CEO of WPP, to delve into the current landscape of marketing and how brands grow. They explore the pressing challenges faced by CMOs, including navigating economic turbulence, the fragmentation of media, and the global versus local brand debate. Mark shares his insights on how AI is revolutionising the industry, enhancing creativity, and optimising marketing strategies. The discussion also highlights the

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21:50

Kantar BrandZ Insights from Brand Builders 2024: A...

Future Proof ·

2024/06/14

Kantar BrandZ Insights from Brand Builders 2024: A conversation with Marcel Marcondes, Global Chief Marketing Officer, AB InBev.As part of the 2024 launch of the worlds most valuable brands, Martin Guerrieria, Head of Kantar BrandZ, talks with Marcel Marcondes, Global Chief Marketing Officer, AB InBev about the increasing importance of brand in driving growth.AB InBev’s portfolio includes more than 500 global and local brands; one in every four beers sold globally is an AB InBev product. Corona is

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21:26

Kantar BrandZ Insights from Brand Builders 2024: A...

Future Proof ·

2024/06/14

Kantar BrandZ Insights from Brand Builders 2024: A conversation with Sumit Virmani, Chief Marketing Officer, InfosysAs part of the 2024 launch of the worlds most valuable brands, Martin Guerrieria, Head of Kantar BrandZ, talks with Sumit Virmani, Chief Marketing Officer, Infosys about the increasing importance of brand in driving growth.Sumit Virmani joined Infosys in 2004, and has held multiple strategic positions across product, platform, and corporate marketing before becoming the Indian IT

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23:41

Kantar BrandZ Insights from Brand Builders 2024: A...

Future Proof ·

2024/06/14

Kantar BrandZ Insights from Brand Builders 2024: A conversation with Kirti Singh, Chief Analytics, Insights and Media Officer, P&G.As part of the 2024 launch of the worlds most valuable brands, Martin Guerrieria, Head of BrandZ, talks with Kirti Singh, Chief Analytics, Insights and Media Officer, P&G about the increasing importance of brand in driving growth.In 2024, P&G brands Pampers, Gillette, Pantene Pro-V, and Olay once again feature in the Kantar BrandZ Most Valuable Global

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18:58

Kantar BrandZ Insights from Brand Builders 2024: A...

Future Proof ·

2024/06/14

Kantar BrandZ Insights from Brand Builders 2024: A conversation with Jane Wakely, Chief Consumer and Marketing Officer, PepsiCo.As part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of Kantar BrandZ talks with Jane Wakely, Chief Consumer andMarketing Officer, PepsiCo about the increasing importance of brand in driving growth.Jane Wakely leads PepsiCo’s Global Consumer organisation. Prior to joining PepsiCo, Jane was CMO at Mars. Jane believes in the

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22:41

How Reckitt uses attention to elevate their campaigns...

Future Proof ·

2024/06/04

In this podcast Duncan Southgate, Senior Director of Global Creative at Kantar, talks to Chris Lindsley, Global Insights and Analytics Director at Reckitt Benckiser, about the role of attention in the creative development process. Hear about Reckitt’s communication strategy and the importance of having clear objectives to drive consumer actions. Chris also shares his approach to different attention metrics, the value of facial coding in capturing attention and emotional response, as well as the

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28:06

How Guinness (nitro)surged their innovation

Future Proof ·

2024/05/16

In this episode of Kantar's Future Proof Podcast, Dr Nicki Morley sits down with Anna MacDonald from Guinness to unravel the success behind the brand and how innovation played a key role in their recent win as Marketing Week's Brand of the Year.🏆Hear about how Guinness embodies their core brand values (channelling the founder's vision is still very much essential!) to build quality commitment and meaningful difference, especially with innovations such as Nitrosurge and Guinness 0%. Anna also

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