Future Proof

Oct 31 2024 167 ep. 24 mins 214
Future Proof Podcast artwork

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 proof). All episodes and more info at https://www.kantar.com/
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Creative strategies for Magnum with Denise Van Strien and Camilla Facin

Oct 31 2024 25 mins  
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

Navigating the future of digital advertising with Meta's Richard Lloyd

Oct 24 2024 22 mins  
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

HSBC UK: Banking on bold authentic marketing for success

Oct 08 2024 29 mins  
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 sta

Unveiling the power of behavioural science in marketing: A deep dive with Richard Shotton

Sep 26 2024 27 mins  
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

Tech frustrations and chocolate breaks, a conversation with KitKat’s creative minds

Sep 20 2024 18 mins  
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 D

Decoding IKEA’s marketing success

Sep 02 2024 22 mins  
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�

How can CMOs build a more trusted media landscape?

Aug 20 2024 19 mins  
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

From This Year to Next: Predicting Media’s Future with GroupM’s Kate Scott-Dawkins

Aug 06 2024 12 mins  
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 evo

How to harness Generative AI for creative effectiveness?

Jul 30 2024 22 mins  
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 m

How should brands Find New Space?

Jul 25 2024 14 mins  
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