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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

17:08

The secrets behind winning products with Product of...

Future Proof ·

2024/04/18

In this podcast we celebrate our partnership with Product Of The Year, speaking to Mike Nolan, CEO and Founder. We’ve been working closely over the last twenty years to identify the innovations that consumer really love.By looking at some of the top performers over the last 5 years, we can see how small changes can lead to substantial improvements and how innovating your products isn't about novelty, but more about making a meaningful impact. ⭐ Hosted on Acast. See acast.com/privacy for more

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16:53

Connected Innovation: How to innovate differently

Future Proof ·

2024/04/04

Tune in to the inside story of our Connected Innovation report as Dr. Nicki Morley delves into the world of innovation with a panel of Kantar experts. Join them as they uncover the key to unlocking truly meaningfully different innovation through a connected approach.From describing their favourite innovations, the importance of great advertising and putting experience and learning at the heart of innovation strategies, you’ll be given top tips to build your connected innovation story alongside

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28:41

How viral humour boosted one of Nordics’ leading...

Future Proof ·

2024/03/20

Humour has been a business-boosting solution for Denmark’s Spies, with a series of ads addressing such varied topics as the country’s low birth rate and the reluctance of pet owners to go on holiday.In this episode of Future Proof, Jane Ostler talks to the team behind these award-winning ads, Søren Christensen, Partner & Strategy Director at agency Robert/Boisen & Like-minded and Jan Vendelbo, Managing Director at Spies and Country Director for Nordic LeisureTravel Group. They explain why

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28:43

Brand Strategy Unpacked: Cracking the Cadbury Code

Future Proof ·

2024/02/27

Effective and impactful strategy has been instrumental to Cadbury’s phenomenal commercial success - +22% value sales between 2017 and 2021. Lindsay Gorton-Lee from Kantar unpacks the genesis and activation of Cadbury’s transformation with Mariarita Mugnai, Global Director Insights & Analytics on Cadbury at Mondelez International and Clare Hutchinson, Chief Strategy Officer at VCCP London. Hosted on Acast. See acast.com/privacy for more information.

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28:11

Content production in 2024 and beyond

Future Proof ·

2024/02/22

As Kantar Media releases its annual Media Trends & Predictions 2024 report, forecasting the changes for broadcasters in 2024, Louise Ainsworth, CEO EMEA at Kantar Media, talks to Margo Swadley, Senior Vice President, Data & Insights at BBC Studios on the changes and trends set to shape the media landscape. Margo shares her perspectives on the changes and transformations that the industry is facing and how we can use data to navigate them. She explores the impact of the macroeconomic context

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14:50

Crispy is the key to creative effectiveness at KFC

Future Proof ·

2024/02/15

KFC’s Origins was one of the big winners at the recent Kantar Creative Effectiveness Awards and in this episode of Future Proof KFC France CMO Pierre Cailleau explains how the brand delivered an iconic story.He tells Kantar EVP, Global Thought Leadership Jane Ostler how staying true to the brand promise of crispness is so vital in a highly competitive market, outlining how Origins combined Colonel Sanders with a message that would resonate in today’s market.Central to the brand’s ongoing marketing

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19:36

Behavioural science in practice: Unlocking the magic

Future Proof ·

2024/02/01

Join Dr. Nicki Morley as she discusses with Dan Bennett, Lead of UK Behavioural Science Practice at Ogilvy, how to use behavioural science to unlock creativity. You will hear about practical examples including an interesting study on packing liquids at airports, cloud subscriptions, and how to use quick wins to increase others’ confidence in behaviour science. Hosted on Acast. See acast.com/privacy for more information.

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16:52

Learning from TikTok’s growth story

Future Proof ·

2024/01/17

How has TikTok become such an essential platform for brands? Jorge Ruiz, Global Head of Marketing Science at Tik Tok, explains to Kantar’s Jane Ostler how the platform is working to ensure that it meets the need of both brand and performance marketers as well as securing its place within the media mix.Jorge explains the power of made-for-TikTok creative, the platform’s partnerships with OOH partners, its innovation culture and the insights it provides so to ensure advertisers can use TikTok in the

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26:14

How better creative boosts business

Future Proof ·

2023/12/21

Discover how creativity is a business superpower, as evidenced by the findings of Creativity is Business. This unique French research programme backed by the national advertiser association and Le Figaro, has been testing award-winning campaigns since 2021 and finding out how they compare to Kantar’s key performance benchmarks.Jane Ostler, Kantar’s EVP, Global Thought Leadership, talks to Cécile Lejeune, CEO of VMLY&R France, and Anne-Lise Toursel, Head of Brand, Media and Creative at Kantar

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29:46

Reimagining fragrances: Breaking the rules with Felix...

Future Proof ·

2023/11/30

What if innovation's true essence lies in shattering conventions? In this captivating episode, Dr. Nicki Morley, Head of Behavioural Science and Innovation Expertise at Kantar UK, engages in a thought-provoking dialogue with Felix Frowein, Senior Vice President of Global Consumer Fragrances at DSM Firmenich. Together, they plunge into the dynamic world of fragrance creation, driven by a shared belief: the best innovations stem from rule-breaking.Discover the fascinating merger between DSM and

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24:47

Bloom & Wild’s Story of Gifting Innovation

Future Proof ·

2023/11/15

In this episode of Future Proof Dr Nicki Morley from Kantar talks to Charlotte Langley, the Chief Customer Officer of Bloom & Wild, a leading Direct-to-Consumer (D2C) company that has been revolutionising the way we experience and share flowers and gifts, joins us.Delve into the fascinating world of Bloom & Wild's success story, guided by their unwavering commitment to innovation.Charlotte takes us behind the scenes, revealing her pivotal role in shaping Bloom & Wild's customer-centric

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21:23

Revolutionising marketing with Kantar's AI-Powered...

Future Proof ·

2023/11/02

Can AI pave the way for a new era in consumer understanding? In this episode, Jane Ostler sits down with Kantar experts, Ted Prince, Chief Product Officer, and Ashok Kalidas, Head of Data Science and Innovation, as they unravel the game-changing impact of AI in marketing.From expediting insights delivery to reimagining ROI measurement, Kantar's pioneering approach is poised to revolutionise how businesses connect with their consumers. Tune in to this episode for a captivating exploration of how

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27:09

Future Proof: Does digital advertising earn its keep?

Future Proof ·

2023/10/11

Alfonso Calatrava, EMEA Third Party Measurement Lead at Facebook, Meta, joins Kantar’s Kerry Corke to talk about the role of digital advertising in building the buyer base. Hosted on Acast. See acast.com/privacy for more information.

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18:13

Insights from Brand Builder Series – A conversation...

Future Proof ·

2023/10/02

As part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Ravi Santhanam, CMO, Head - Corporate Communications, Head - Liability Products & Managed Programs at HDFC Bank. HDFC Bank first entered the Global Top 100 in 2015, and this year rose five spots to reach number 56. Hear more about how India’s leading bank has accelerated its progress in digital, sustainability and more. Discover extensive analysis on the most valuable global brands

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24:18

39. How behavioural science can drive commercial...

Future Proof ·

2023/09/27

Join Dr. Nicki Morley as she discusses with Rory Sutherland, Vice Chairman at Ogilvy, the opportunities and issues surrounding Behavioural Science. Rory shares his experience and provides inspiration around some of the success stories where behavioural science helps unlock commercial innovation. Hosted on Acast. See acast.com/privacy for more information.

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17:52

Insights from Brand Builder Series – A conversation...

Future Proof ·

2023/09/25

As part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Stuart Spencer, Group Chief Marketing Officer, AIA. AIA rose four places this year in the Kantar BrandZ Global Top 100 ranking amid continued expansion into health insurance and health services. Hear more about how AIA approaches industry challenges, maintaining a solid relationship with consumers and drives a strong sustainability agenda. Discover extensive analysis on the most valuable

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16:58

Insights from brand builders series – A conversation...

Future Proof ·

2023/09/21

As part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Stephan Czypionka, VP Global Marketing Performance, Coca-Cola. This year, Coca-Cola re-entered the Global Top 10. Listen in to hear Stephan talk about the role of marketing and brand-building today, and how Coca-Cola is strengthening its brand both globally and locally. Discover extensive analysis on the most valuable global brands in the Kantar BrandZ global report. Hosted on Acast. See

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21:01

Insights from Brand Builder Series – A conversation...

Future Proof ·

2023/09/15

As part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Martin Renaud, Exec VP, Global CMO and Sales Officer, Mondelēz following Cadbury’s entry into the Global Food & Beverage Top 20. Hear more about how Mondelēz has overcome the challenges of the past year, including inflation, and ensures its brand-building strategies are strengthening consumer connections across the world. Discover extensive analysis on the most valuable global brands

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15:50

Insights from Brand Builders Series – A conversation...

Future Proof ·

2023/08/29

As part of our report on the world’s most valuable brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Asmita Dubey, Chief Digital & Marketing Officer, L’Oréal, about key brand-building strategies that differentiate, protect value, and advance sustainability credentials. Discover extensive analysis on the most valuable global brands in the Kantar BrandZ global report: www.kantar.com/campaigns/brandz/global Hosted on Acast. See acast.com/privacy for more information.

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14:24

38. Machines scoring Machines: Exploring AI-Generated...

Future Proof ·

2023/08/03

What happens when machines score the output of their fellow machines? Join our host, Jane Ostler, as she interviews Ecem Erdem, Global Manager for Creative at Kantar, about our latest research that explores the impact of involving generative AI in the creative process in advertising. Ecem shares insights into how Kantar's Link AI, a creative testing solution powered by AI, assesses the effectiveness of AI-generated ads. Discover the findings from testing ads, either partially or entirely created by

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