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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

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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23:42

37. Reinventing Baileys for a new generation

Future Proof ·

2023/07/12

Baileys has been on an innovation journey, using Limited Time Offers and special flavours to put the Diageo brand back on track. In this episode of Future Proof, Global Planning Director Sheila Cunningham explains how behaving like an adult treat rather than an old-fashioned liqueur has been critical to the revitalising the brand and attracting a younger, more diverse audience. Sheila talks to Nicki Morley, head of Behavioural Science and Innovation Expertise at Kantar, about how the brand has

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34:29

36. How does using facial coding in ad testing help...

Future Proof ·

2023/05/31

Using Facial coding with ad testing is how we measure emotional engagement people experience when watching ads. In this episode of Future Proof, Jane Ostler, EVP Global Thought Leadership at Kantar talks to Graham Page, Managing Director of Media Analytics at Affectiva, and Deepak Varma, Head of Neuroscience Insights at Kantar North America, explain how our expressions can reveal our emotional response to advertising and why these emotions are such a powerful predictor of successful ads. They

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25:21

35. Is your imagination fuelling growth?

Future Proof ·

2023/05/15

Today’s successful businesses need teams that are constantly coming up with ideas, good and bad, because great ideas fuel growth. In this episode of Future Proof, Jane Ostler EVP, Global Thought Leadership at Kantar, talks to Albert Read, Managing Director at Condé Nast Britain, and author of newly-published book The Imagination Muscle, about how we need to manage our lives and our environments in order to stay fresh and keep coming up with ideas. Read argues that companies should expect employees

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19:31

34. How Cinépolis used humour to bring audiences back...

Future Proof ·

2023/04/28

How do you use emotions effectively in advertising? In this episode, we dive into the power of humour in advertising with a special focus on the cinema industry. Jane Ostler, Global EVP Thought Leadership at Kantar, sits down with Angel Villanueva, CMO of Cinépolis, to discuss their Kantar Creative Effectiveness Awards-winning ad that used humour to invite people back to the cinema after the COVID-19 pandemic. They explore the insights and strategy behind this successful campaign and talk about the

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21:54

33. How to innovate differently in a crowded market

Future Proof ·

2023/04/05

Innovation is tough in any market but in the food and drink sectors the competition is harsh and there is a lot to be learnt for all innovators about how brands innovate in this crowded marketplace. Koen Burghouts, VP Global Foods, explains how PepsiCo has taken steps to do things differently when it comes to innovation. Finding ways to identify new tensions, focusing more on more strategic innovations and how taking a broader definition of innovation helps enable this. Whether it’s giving people

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22:22

32. How venture hubs drive innovation and benefit...

Future Proof ·

2023/03/22

In the latest episode of Kantar’s Future Proof podcast, Dr. Nicki Morley, Head of Behavioural Science and Innovation Expertise at Kantar UK, sits down with Barbara Schandl, Head of Insight at Mondelez Snack Futures Ventures, to delve into the dynamic world of venture initiatives. As two self-proclaimed 'Curiosity champions', they dive into the benefits of these programs and what valuable insights Barbara has brought back to Mondelez's core business. Barbara also shares her top tips for successful

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27:03

31. Future Proof: The power of innovation in driving...

Future Proof ·

2023/03/09

Join Dr. Nicki Morley as she sits down with Shafik Saba, Global Lead for Front-End Innovation at Haleon, to discuss the power of innovation in driving growth. Shafik shares his philosophy on innovation through design thinking, brand centricity, and building from strong foundations. Discover the key to sustainable growth through innovation isn’t all about ideation and learn why loving your job, investing in people and having a clear brief are the first things you must do unlock new thinking. Hosted

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22:54

30. How can CMOs prepare for success in 2023?

Future Proof ·

2023/03/02

2023 will be challenging as marketers navigate tough economic conditions, but it also presents a world of new opportunities. In this episode of Future Proof podcast, Jane Ostler, EVP Global Thought Leadership at Kantar, talks to Mastercard’s Chief Marketing and Communications Officer Raja Rajamannar about what he’s most excited about in 2023, including his view and prospects for Augmented Reality, Artificial Intelligence, Virtual Reality and Web3, as well as the importance of innovation in

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21:14

29. What does media look like in 2023?

Future Proof ·

2023/02/22

What does 2023 hold for media adspend? Jane Ostler talks to GroupM’s new guru of market prediction, Kate Scott-Dawkins, to get her views on where the global ad market is going. Together they explore the reality of what a soft-landing for the global economy will mean for overall ad spend as well as individual channels. Kate explains that while digital may appear to be to be struggling, it is in fact simply decelerating after unprecedented growth during the pandemic and remains one of the

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22:57

28. Can being creative drive profitability?

Future Proof ·

2023/02/07

We all know that great ads win awards but do they drive bottom line for the business that pays for them? In this episode of Future Proof, Jane Ostler talks to Amy Rodgers at WARC and Duncan Southgate from Kantar about new research into the complex relationship between creativity and profit. In particular, with many marketers being pushed to consider greater focus on performance marketing, she asks whether brand marketers can make an economic case for being bigger and bolder with their messaging in

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23:11

27. Why representation matters to brands

Future Proof ·

2023/02/02

Jerry Daykin explains why inclusive marketing is, simply, better marketing. Jerry Daykin, Head of Global Media at Beam Suntory and WFA Diversity Ambassador, has recently written Inclusive Marketing, a practical guide to embedding true representation across the marketing process. In this episode, he talks to Valeria Piaggio, Global Head of DEI at Kantar, about how marketers need to think beyond their comfort zones and find different voices who can deliver competitive advantage and connect their

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20:20

26. How should the worlds of culture, technology and...

Future Proof ·

2023/01/18

Ed Vaizey has been part of the UK’s cultural leadership for more than a decade, as a UK Government Minister, a member of the House of Lords, a director at the Tate, and now with his own show on Times Radio. Today he talks to Jane Ostler, EVP of Thought Leadership at Kantar, about pandemic TV viewing, the future of radio and TV, and how data is used. In particular, he explains how cultural institutions such as the Tate can use technology, data and content to build communities of interest that could

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28:20

25. How can brands better understand and improve the...

Future Proof ·

2022/12/15

Menopause is an increasingly hot topic as brands, politicians, celebrities, and influencers are driving the conversation to the top of the agenda. We have invited Lesley Salem, Founder of Over The Bloody Moon, a leading menopause support provider, to frankly discuss about our research into symptoms, the menopause in the corporate space and how brands should look at the menopause with insights from our study Redefining the Menopause launched earlier this year. Lesley joins Jane Ostler to discuss the

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212 results

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