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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

24:27

Customer Experience in 2026: Balancing AI Innovation...

Future Proof ·

2026/01/07

In the age ofAI, trust and human connection are the new foundations of customer experience.The rules are changing: technology is reshaping how brands interact with consumers, but it is human connection, trust, and transparency that will define the winners.In this episode, Jane Ostler talks withIsabelleZdatnyand Amy Cashman. They discuss how organisations must move beyond captive audiences and transactional relationships, earning loyalty through responsible practices and meaningfully

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39:05

How Gaming Is Up-Leveling Marketing: Lessons from...

Future Proof ·

2025/12/03

Gaming has evolved into a cultural powerhouse and a vital marketing platform, reshaping how brands connect with audiences worldwide. In this episode of Future Proof, host Rachelle Minnis welcomes Adam Bauer, VP of Sales at Discord, to unpack the real-world strategies and lessons behind successful community-driven marketing.Discover how Discord transformed from a gamer-centric chat app into a dynamic space for brand engagement, and learn what sets advertising on Discord apart from traditional social

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21:26

Humanising innovation: customer-centric...

Future Proof ·

2025/11/27

Join Dr. Nicki Morley as she sits down with Conny Kalcher, Group Chief Customer Officer at Zurich Insurance, to explore how the company is redefining customer experience through innovation, digital transformation, and the thoughtful use of AI. Discover how empathy, clear communication, and a relentless focus on customer needs are driving their journey, from revitalising the brand and launching service innovations to empowering employees with new tools and training. Tune in for practical examples,

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30:49

The Power of In-Scene Media in Modern Advertising...

Future Proof ·

2025/11/19

In-scene media is not just another ad format but a complete shift in how advertising interacts with content. With in-scene media, marketers have the ability to integrate their product into creator content and consumers are loving it. The data shows a 60% increase in purchase intent after exposure to in-scene media. Why? In-scene media creates a non-disruptive, engaging experience for viewers and significantly outperforms traditional advertising methods.Backed by fresh research from Rembrand and

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34:19

How KFC is sticking with what works, and sticking...

Future Proof ·

2025/11/17

Join Dani Ruggles, Marketing Manager at KFC, and Lynne Deason, Head of Creative Excellence at Kantar, as they explore how bold choices and an unwavering commitment to your brand's magnetic north can drive extraordinary results.When you know competitors will outspend you, creative quality isn’t just important, it’s essential. Great advertising amplifies your media investment, making it feel like you’ve spent more than you have.In this episode, Dani shares how KFC’s success at Christmas and beyond

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43:31

The Future of Spending: Inside Visa’s Consumer...

Future Proof ·

2025/11/12

Join host Rachelle Minnis, Chief Media Solutions Officer at Kantar, as she welcomes Michael Nevski, Director of Global Insights at Visa, for a deep dive into the future of consumer insights and brand strategy. Discover how Visa blends economic forecasting with real-world consumer behavior to drive innovation, build trust, and stay ahead in a rapidly evolving digital landscape. Explore the impact of AI on actionable insights, the emotional drivers behind today’s spending decisions, and the strategies

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51:05

Unlocking the Power of Out-of-Home Advertising with...

Future Proof ·

2025/11/05

As audiences increasingly turn to ad-free streaming and marketers grapple with a fragmented media landscape, OOH stands out as a channel where consumer receptivity is on the rise. From dynamic formats to real-time interactivity, OOH offers brands unique opportunities to connect with consumers in public spaces—where they shop, search, and engage with products and services.With the global OOH market projected to hit $50.52 billion by 2025 and U.S. revenues reaching record highs, this is a conversation

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34:39

TikTok’s Evolution: From Authenticity to Attention

Future Proof ·

2025/10/27

Kantar’s Media Reactions 2025 study revealed TikTok’s enduring appealto consumersas a globaladvertising platform. Five years after its explosive rise, TikTok continues to set the standard for authenticandengaging content.What’sbehind this sustained success?On this special episode of Kantar’s Future Proof Podcast, Gonca Bubani, GlobalMedia Directorat Kantar, is joined by Esteban Ribero, Global Research Leader, Marketing Science at TikTok. Together, they explore how TikTok’s approach to

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25:30

How Carlsberg Britvic puts product experience at the...

Future Proof ·

2025/10/22

In this episode, Dr. Nicki Morley speaks with Dr. Caroline Withers, Head of R&D ConsumerSensory Science at Carlsberg Britvic, to explore how innovation is shaped by deeply human experiences. From the aroma of coffee to the emotional boost of a mid-afternoon drink, Caroline shares how sensory science and consumer insights shape the development of innovative products. They discuss the power of curiosity, the role of AI in R&D, and the importance of early collaboration between marketing,

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18:53

How do you leverage AI for a full picture of creative...

Future Proof ·

2025/10/15

In this edition of Future Proof, Jane Ostler, Chief Insights Officer at Kantar, sits down with Anastasia Leng, founder and CEO of Creative X, and Duncan Southgate, Global Creative and Media Lead at Kantar, to explore how artificial intelligence is reshaping the way brands measure and optimise creative content.Anastasia shares her journey from Google to launching Creative X, revealing how a personal challenge led to the creation of a platform now used by some of the world’s biggest brands. She

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27:28

Reimagining Wellness: Creativity, AI and Trust in Health

Future Proof ·

2025/10/08

In this episode, Jane Ostler speaks with Claudia Calori, Vice President of Global Marketing for Personal Health at Philips, about the shifting paradigm of health and wellness. Claudia shares how health has evolved from being seen as a problem to becoming a space for discovery and self-care, especially among younger generations. She discusses how Philips is inspiring a higher standard of care through creativity rooted in innovation, and how sustainability is central to their marketing strategy.The

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25:40

Meta: How AI is transforming advertising

Future Proof ·

2025/10/01

Advertising across the Meta portfolio is changing thanks to AI. In this edition of Future Proof, Jane Ostler, EVP, Global Solutions Marketing and Thought Leadership at Kantar, talks to Derya Matras, Vice President of EMEA Global Business Groupat Meta, about how the company has been evolving its advertiser tools and how AI is giving advertisers greater control over the ways in which they can invest. Derya also shares the details of her career journey, from management consulting to leading Meta's

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24:35

From Pause to Play: Mapping Amazon Ads Canvas

Future Proof ·

2025/09/24

Kantar’s Media Reactions 2025 study found that consumers rank Amazon the #1 global media brand for ad preference. In fact, Amazon, Twitch, and Prime Video—all Amazon brands—appear in three of the top five most preferred ad platforms for consumers worldwide. Why? Amazon’s approach to creating native, non-intrusive experiences across all Amazon environments including shopping, streaming, and live content.On this special episode of Kantar's Future Proof Podcast, Nicole Jones is joined by Chris Mullins,

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40:33

Beyond the Funnel: Reimagining B2B Marketing

Future Proof ·

2025/09/17

With the global B2B market projected to reach nearly $29 trillion in 2025, digital-first buyers are demanding more personalized, authentic, and human experiences. At the heart of this evolution are creators—marketers, thought leaders, and employees—who are building trust and community in ways traditional brand marketing can’t.In this episode, Nicole Jones is joined by two powerhouse voices from LinkedIn’s B2B Institute, Ty Heath, Director and Founder of the practice, and Caroline Day, Global

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14:40

How does Reckitt harness AI to drive transformation?

Future Proof ·

2025/09/10

In this episode, Jane Ostler interviews Bastien Parizot, SVP of IT and Digital Marketing and Transformation at Reckitt. They discuss the transformative role of AI in marketing, the launch of Reckitt Catalyst, a program aimed at supporting entrepreneurs in health and hygiene, and the importance of creativity tied to purpose. Bastien shares insights on how Gen AI is being utilized to enhance marketing efficiency, the significance of data quality, and the future landscape of marketing where human touch

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26:48

From Rides to Reach: Mobility Media Unlocked

Future Proof ·

2025/08/05

Mobility media is turning everyday rides into powerful brand moments—blending digital precision with real-world presence to deliver contextual, location-aware ad experiences. While these new ad formats drive a lot of value for brands, there are still challenges in scaling mobility-based ad network, from responsible data use, and what it means to create seamless, omnichannel campaigns.In this episode ofKantar’s Future Proof Podcast, host Nicole Jones, Chief Media Commercial Officer at Kantar, sits

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38:39

Signals of Impact: Rethinking Creative, Measurement,...

Future Proof ·

2025/07/30

With almost 70% of global advertising dollars now being spent on digital channels, maximizing marketing impact in digital environments is critical – especially with Gen-Z's growing influence.According to Kantar normative data, creative quality is the single biggest driver of growth in brand impact, driving 49% of brand impact across ad campaigns. At the same time, research highlights a persistent gap in marketers’ confidence around how to create measurably effective campaigns.And adding to that

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26:01

Innovating with creative consistency: Diageo’s design...

Future Proof ·

2025/07/23

What does it take to build a brand that stays fresh without losing its identity?In this episode, Dr Nicki Morley, Global Innovation Lead at Kantar is joined by Jeremy Lindley, Global Design Director at Diageo to explore how Diageo balances consistency and flexibility to create iconic, recognisable brand experiences across every touchpoint, from packaging to pubs. They unpack the discipline behind creative consistency, the bravery to stay the course, and how design drives both distinctiveness and

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15:12

Why being Daring with Dairy matters to Arla

Future Proof ·

2025/07/16

In this episode, Natalie Botha, Global Creative and Comms Lead at Arla, talks about her role in supporting marketers to be creative and how it plays a crucial role in brand growth. She talks about their Cannes Lions award-winning campaign, highlights the rapid advancements in AI and the role it plays in assisting marketers, and the need for brands to embrace innovative strategies. The conversation also touches on the need for the C-suite to foster creativity in a business, to find new space through

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28:32

The Future of Advertising in a Retail-Driven AI World

Future Proof ·

2025/07/09

From the rise of agentic AI and retail media networks to the evolving role of conversational commerce, the retail ecosystem has transformed in the last few years, opening new opportunities for brand marketers. In this special edition of Future Proof, Wayne Levings, Kantar’s Global Chief Client Officer sits down with Keith Mercier, Vice President of the Worldwide Retail and Consumer Goods Industry at Microsoft. Microsoft is helping brands and retailers stay resilient, agile, and future-ready, all

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212 results

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