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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

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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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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212 results

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