Future Proof

Designing For Success: Behavioural Fuels, Frictions and Innovation That Sticks

Wed, 01 Apr 2026 08:22:36 GMT

Great innovation isn’t just about what you build - it’s about how consumers experience, interpret and adopt it.

In this episode of Future Proof podcast, Dr Nicki Morley, Global Innovation Lead at Kantar, is joined by Richard Shotton, author of ‘Hacking the Human Mind’, to explore how behavioural fuels and frictions shape innovation success, from identifying opportunities early to driving real adoption.

Through evidence-backed insights and real examples, they unpack why consumers don’t always act on good ideas, and how innovators can design with human behaviour in mind.

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Beyond LLMs: where AI, Culture and Humans Redefine Innovation

Mon, 23 Mar 2026 15:52:15 GMT

In this Future Proof episode, Dr Nicki Morley, Global Innovation Lead at Kantar and Dr Angad Chowdhry, Co-Founder & CPO at Quilt.AI, unpack why genuine innovation demands more than fast outputs from LLMs.

They explore how cultural sensing, behavioural fuels and frictions, and multisource signal intelligence reveal the collision zones where breakthrough opportunities emerge, and why human judgment is still essential to shaping concepts that are meaningfully differentiated and commercially real.

They also share how the Kantar × Quilt.AI partnership brings these capabilities together, closing the loop from signal to opportunity spaces to concepts with rigour and transparency.

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Crafting Early Advantage: Human Insights + AI as Engines of Innovation

Wed, 04 Mar 2026 12:23:15 GMT

In this episode, Nicki Morley, Global Innovation Lead at Kantar, and Little Moons’ Ross Farquhar discuss how Little Moons turns early-stage ideas into high-impact innovation by designing for occasions, not categories, and acting fast in the market to learn and iterate. Ross Farquhar shares how strong brand guardrails make innovation purposeful while the team experiments, tests, and scales new concepts at speed. He also unpacks how AI accelerates trend discovery and early exploration, with human judgment shaping what truly becomes a breakthrough.

A sharp look at modern innovation discipline, where agility, insight, and smart tools create genuine competitive advantage.

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Shopping and Sipping: The Future of Beverage Shopper Marketing

Wed, 25 Feb 2026 12:57:21 GMT

In this episode of Kantar's Future Proof podcast, Jane Ostler speaks with Sian Davies, Global Consumer Planning Lead, Ready to Drink at Diageo, and Jauneen Tarin, Head of Shopper UK at Kantar, to discuss the evolving landscape of shopper marketing.

From the evolution of shopper behaviour and the impact of digital channels to the critical role of leadership and culture, this episode is packed with practical examples and forward-looking perspectives on winning in the fast-changing world of ready-to-drink beverages.

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Booking the Feeling: Emotion, Brand & the Connected Trip at Booking.com

Wed, 04 Feb 2026 13:00:00 GMT

Travel is emotional, but booking a trip often isn’t. As expectations rise, Booking.com is working to bring emotion to moments that usually feels purely functional. Convenience isn’t the only game in town.

In this episode, Jane Ostler talks with Ben Harrel, Managing Director, US at Booking.com. They discuss how the brand blends performance and long‑term storytelling to spark that Booking.yeah feeling, how creators help the brand speak authentically to different travellers, and how Gen AI is enabling more tailored and relevant communication at scale. Ben also shares a practical vision for the connected trip: a future where flights, stays, cars and attractions seamlessly work together, as well as how they can step in proactively when things go wrong, working towards a frictionless experience.

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Shaping Marketing Effectiveness in 2026 with Google

Thu, 22 Jan 2026 12:11:16 GMT

In this episode of Kantar’s Future Proof podcast, Simon Atherley, Head of Marketing Effectiveness at Kantar UK, is joined by Biren Kalaria, Google UK’s Managing Director of Measurement, Analytics & Data, to unpack how marketers can better connect marketing effectiveness to business growth as we head into 2026.

Biren shares his perspective on the persistent gap between marketers and the C-suite, the importance of unified KPIs, and why long-term effects remain under-measured.

Tune in for practical guidance on bridging internal divides, strengthening measurement foundations, and using AI and creators to drive stronger, more confident marketing decisions in 2026.

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How AI and Neuroscience Are Changing Marketing

Wed, 14 Jan 2026 11:57:27 GMT

What does it take to create advertising that truly stands out? In this episode of Kantar Future Proof, Deepak Varma, Head of Neuroscience Insights at Kantar North America, is joined by Allison Howitt, Global Insights and Analytics Director – Nutrition at Reckitt, to explore how marketers can unlock creative best practices by combining AI analytics, neuroscience, and distinctive brand assets.

Allison shares her perspective on the evolving role of creative effectiveness, revealing how Reckitt leverages a hybrid approach, blending human insight, AI-driven meta-analysis, and neuroscience techniques like facial coding and eye tracking, to identify the moments that drive enjoyment, persuasion, and brand salience. Together, they discuss the importance of building a creative excellence playbook, the value of establishing clear research hypotheses, and how marketers can use these tools to deliver actionable insights and measurable business impact.

Tune in for practical guidance on measuring creative drivers, building brand rituals, and creating ads that resonate across cultures and categories.

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Customer Experience in 2026: Balancing AI Innovation with Human Connection

Wed, 07 Jan 2026 10:05:54 GMT

In the age of AI, 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 with Isabelle Zdatny and Amy Cashman. They discuss how organisations must move beyond captive audiences and transactional relationships, earning loyalty through responsible practices and meaningfully different experiences. In an era where everything can be commoditised except the human touch, brands who deliver on their promises and build emotional connections will stand out.

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How Gaming Is Up-Leveling Marketing: Lessons from Discord’s Community-Driven Approach

Wed, 03 Dec 2025 19:59:27 GMT

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 platforms. With gaming now mainstream and communities more engaged than ever, this conversation reveals how brands can successfully activate community-driven marketing—and why the future of advertising might just be on your favorite gaming platform.

Listen for an awesome conversation that will leave you inspired and may help you rethink your next campaign—and maybe even pick up a controller.

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Humanising innovation: customer-centric transformation at Zurich Insurance

Thu, 27 Nov 2025 12:08:23 GMT

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, lessons learned, and advice for responsibly embracing AI, while keeping the human touch at the heart of insurance.

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The Power of In-Scene Media in Modern Advertising with Cory Treffiletti

Wed, 19 Nov 2025 12:57:02 GMT

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 Kantar, this episode uncovers eye-opening results—think dramatic lifts in brand awareness, recall, and purchase intent when brands show up inside the content people love. Discover why consumers are gravitating toward seamless, in-scene brand integrations and how this approach is rewriting the rules of engagement. Tune into this episode and join Nicole Jones, Kantar's Chief Media Commercial Officer, and Rembrand’s Chief Marketing Officer, Cory Treffiletti, as they dive into what’s working, what’s next, and how marketers can harness the power of authenticity and innovation to stand out in a crowded media landscape. Expect actionable takeaways, bold predictions, and a front-row seat to the future of advertising.

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How KFC is sticking with what works, and sticking with chicken: The Best Christmas Ads 2025

Mon, 17 Nov 2025 10:55:56 GMT

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 came from breaking traditions, ignoring the temptation to follow customer feedback, and staying true to what the brand stands for.

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The Future of Spending: Inside Visa’s Consumer Intelligence

Wed, 12 Nov 2025 16:17:37 GMT

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 that help brands navigate economic uncertainty. Whether you’re a marketer, strategist, or simply curious about the future of payments, this episode offers a behind-the-scenes look at how data is transforming brands—and what it means for the future of business.

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Unlocking the Power of Out-of-Home Advertising with Dan Levi

Wed, 05 Nov 2025 13:19:37 GMT

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 you won’t want to miss. Nicole Jones, Chief Media Commercial Officer at Kantar, dives into the growing influence of Out-of-Home (OOH) advertising and why it’s becoming a critical component of the modern media mix, with special guest Dan Levi, EVP and CMO of Clear Channel Outdoor Americas. Dan also shares new learnings from a recent five-year study from Kantar and Clear Channel Outdoors on OOH's role in driving major results in advertising.

Tune in and discover how to unlock the full potential of Out-of-Home advertising, gain actionable insights, and learn why OOH deserves a place in every brand’s media strategy.

And to learn more about the study, visit https://clearchanneloutdoor.com/company-news/use-ooh-to-reach-national-and-local-consumers-where-digital-cant/?utm_source=online&utm_medium=podcast&utm_campaign=Kantar

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TikTok’s Evolution: From Authenticity to Attention with Esteban Ribero

Mon, 27 Oct 2025 11:00:10 GMT

Kantar’s Media Reactions 2025 study revealed TikTok’s enduring appeal to consumers as a global advertising platform. Five years after its explosive rise, TikTok continues to set the standard for authentic and engaging content. What’s behind this sustained success?

On this special episode of Kantar’s Future Proof Podcast, Gonca Bubani, Global Media Director at Kantar, is joined by Esteban Ribero, Global Research Leader, Marketing Science at TikTok. Together, they explore how TikTok’s approach to authenticity, creators, and advertising has evolved, and what it means for brands aiming to capture quality attention in a fragmented media landscape.

Tune in for a behind-the-scenes look at why TikTok remains a favourite and discover what’s next for brands looking to make an impact in 2026. And to learn more about Media Reactions’ free guide to 2026 planning visit Kantar

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How Carlsberg Britvic puts product experience at the heart of innovation R&D with Dr. Caroline Withers

Wed, 22 Oct 2025 12:10:08 GMT

In this episode, Dr. Nicki Morley speaks with Dr. Caroline Withers, Head of R&D Consumer Sensory 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, R&D, and product teams to create innovations that truly resonate.

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How do you leverage AI for a full picture of creative effectiveness? With Anastasia Leng

Wed, 15 Oct 2025 13:17:55 GMT

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 discusses the new partnership between Kantar and Creative X, and how integrating AI-powered insights is helping marketers make smarter decisions about creative and media investment.

Together, they unpack the rise of GenAI, the explosion of content, and the challenges brands face in maintaining creative consistency at scale. The conversation also delves into the creator economy, with fresh data on how influencer content is driving brand impact and why getting the basics right still matters.

Tune in to hear why combining creative and media measurement is the next big step for marketers, and what the future holds for advertising effectiveness in an AI-driven world.

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Reimagining Wellness: Creativity, AI and Trust in Health with Claudia Calori

Wed, 08 Oct 2025 12:28:16 GMT

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 conversation explores how consumer insights shape product development, and how AI is enhancing personalised self-care experiences. Claudia also reflects on the rapidly evolving future of health technology, the importance of meaningful innovation for brand growth, and how caring technology can help restore trust in the industry.

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Meta: How AI is transforming advertising with Derya Matras

Wed, 01 Oct 2025 09:23:45 GMT

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 Group at 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 operations across Europe, the Middle East and Africa, and explains why execution is everything in tech. Meta’s approach of ‘launch first, optimise later’ makes sense as the best pathway to perfection, she says.

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From Pause to Play: Mapping Amazon Ads Canvas with Chris Mullins

Wed, 24 Sep 2025 17:48:55 GMT

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, Head of Measurement Product Marketing at Amazon Ads to uncover why consumers gravitate toward Amazon’s ad platforms. Chris shares his journey to Amazon Ads and offers a behind-the-scenes look at the strategies driving some of the most talked-about campaigns, including the launch of contextual AI pause ads and creative playbooks for live sports.

Whether you’re a marketer, strategist, or simply curious about the future of media, this episode is packed with actionable insights and forward-thinking perspectives on creativity, measurement, and the next wave of advertising innovation—plus, a look at why Amazon is leading the way in consumer ad preference according to Kantar’s latest research.

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Beyond the Funnel: Reimagining B2B Marketing with Ty Heath & Caroline Day

Wed, 17 Sep 2025 14:35:19 GMT

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 Director. Together, they unpack:

The evolution of B2B marketing and storytelling
The unique role and value of B2B creators
How LinkedIn is empowering brands to leverage creator influence
The intersection of AI, neuroscience, and employee advocacy in modern marketing

Whether you're a marketer, brand leader, or aspiring creator, this episode is packed with insights on how to future-proof your strategy—and your skillset—for the next era of B2B.

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How does Reckitt harness AI to drive transformation?

Wed, 10 Sep 2025 09:34:46 GMT

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 remains vital despite advancements in AI.

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From Rides to Reach: Mobility Media Unlocked with Matt Trandall

Tue, 05 Aug 2025 21:37:58 GMT

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 of Kantar’s Future Proof Podcast, host Nicole Jones, Chief Media Commercial Officer at Kantar, sits down with Matt Trandall, Head of West at Lyft Media, to explore the fast-evolving world of mobility media. From pioneering streaming audio to redefining rideshare advertising, Matt shares his journey and Lyft’s transformation into a dynamic, data-driven media platform. Listen for a glimpse into what’s next for Lyft Media—from AI and smart cities to the future of autonomous advertising.

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Signals of Impact: Rethinking Creative, Measurement, and Gen Z with Crystal Worthem and Sapphire Yi-Dyer

Wed, 30 Jul 2025 08:53:03 GMT

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 marketer challenge, creative signaling is changing.

In this special edition of Future Proof, Jeff Herrmann Kantar’s guest host and Global Client Director, is joined by guests, Crystal Worthem, Global Director of Audience Marketing, Meta and Sapphire Yi-Dyer, Vice President of Customer Ecosystem, CreativeX. Listen in to better understand how to create effective digital creative, the role of AI in driving creative quality, and the Gen-Z effect on creative signaling.

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Innovating with creative consistency: Diageo’s design discipline for lasting brand impact

Wed, 23 Jul 2025 12:05:41 GMT

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 business growth.

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Why being Daring with Dairy matters to Arla

Wed, 16 Jul 2025 10:37:11 GMT

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 product innovation and communication.

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The Future of Advertising in a Retail-Driven AI World

Wed, 09 Jul 2025 15:36:34 GMT

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 with the help of AI. Whether you're a CMO, brand strategist, or just curious about the future of retail, this episode is packed with insights on how to lead through change and build what’s next. Listen to get the down low on whether every retailer is becoming a media company and how AI copilots are transforming shopper engagement.

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From launch to impact: insights for innovation success

Wed, 02 Jul 2025 14:02:21 GMT

In this episode, Nicki Morley, Global Innovation Lead at Kantar speaks with Deirdre van Zyl, Head of Innovation Planning – Africa and Salome Njomo – Innovations Planning Manager – Africa about the importance of creating meaningfully different innovations that truly resonate with consumers. They explore what the ‘learn, test, learn’ philosophy means for Diageo and how continuous learning drives innovation success. Finally, they discuss how planning for post-launch insights early on ensures the strategies are in place to pivot quickly and optimise product launch strategies.

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Kantar BrandZ Insights from Brand Builders 2025: A conversation with Georgia Balinsky, Vice President, Global Head of Brand & Creative, RBC

Wed, 18 Jun 2025 09:54:22 GMT

For the 20th anniversary edition of BrandZ’s global report, Adele Jolliffe, Head of Head of Brand Consultants, Kantar talks with Georgia Balinsky, Vice President, Global Head of Brand & Creative, RBC about the evolution of marketing and brand-building over the past two decades and the importance of brand in driving growth.

Georgia is Vice President, Global Head of Brand & Creative at RBC. She is a modern brand building expert whose mission is to establish the power of brand as a catalyst for value creation in today’s hypercompetitive business landscape.

Read the 20th anniversary edition of BrandZ’s global report here: www.kantar.com/brandz

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Kantar BrandZ Insights from Brand Builders 2025: A conversation with Marcel Marcondes, Global Chief Marketing Officer, AB InBev

Wed, 04 Jun 2025 10:22:22 GMT

For the 20th anniversary edition of BrandZ’s global report, Adele Jolliffe, Head of Brand Consultants, Kantar talks with Marcel Marcondes, Global Chief Marketing Officer, AB InBev about the evolution of marketing and brand-building over the past two decades and the importance of brand in driving growth.

Marcel joined AB InBev in 2005. Prior to becoming the company’s Global Chief Marketing Officer, he held a variety of roles at AB InBev, including Global President of Beyond Beer Co. and Chief Marketing Officer at Anheuser-Busch. He also spent seven years in brand management at Unilever in Brazil.

Read the 20th anniversary edition of BrandZ’s global report here: www.kantar.com/brandz

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Kantar BrandZ Insights from Brand Builders 2025: A conversation with Abhinav Kumar, Global Chief Marketing Officer, Tata Consultancy Services

Wed, 21 May 2025 10:46:45 GMT

For the 20th anniversary edition of BrandZ’s global report, Martin Guerrieria, Head of Kantar BrandZ, talks with Abhinav Kumar, Global Chief Marketing Officer, TCS about the evolution of marketing and brand-building over the past two decades and the importance of brand in driving growth.

Abhinav is the Chief Marketing Officer of TCS, leading a team of 700 professionals in 55 countries who oversee the company’s brand, reputation and stakeholder relationships. In a 23-year career at the company, he has performed several leadership roles including CMO for LATAM, Europe and all international markets, winning over 150 brand and communications awards during his tenure.

Read the 20th anniversary edition of BrandZ’s global report here: www.kantar.com/brandz

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Navigating Consumer Trust in Advertising

Wed, 07 May 2025 07:29:23 GMT

In this episode of Kantar’s Future Proof Podcast, Nicole Jones speaks with Jesse Waldele from the Wall Street Journal about the evolving landscape of advertising and consumer trust. They discuss the paradoxical nature of today's consumers, the importance of building trust in a polarized environment, and strategies for engaging diverse audiences, particularly Gen Z. Jessie shares insights on optimizing advertising campaigns, leveraging offline channels, and ensuring brand safety. The conversation highlights the Journal's commitment to providing valuable content and analysis while adapting to the changing needs of advertisers.

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The Power of Meaningful Difference in Marketing

Wed, 23 Apr 2025 13:01:18 GMT

In this episode, Jane Ostler speaks with Professor Koen Pauwels Associate Research Dean and Distinguished Professor of Marketing at D’Amore-McKim School of Business at Northeastern University and Mary Kyriakidi, Kantars Global Thought Leader, to discuss the current state of marketing, focusing on Kantar's Blueprint for Brand Growth. They explore the significance of meaningful difference in branding, the correlation between penetration and sales, and the importance of being present in the market. The conversation also delves into pricing power, the role of innovation, and the impact of AI on marketing strategies.

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Paws and Effect: Marketing Strategies in the Canine World

Wed, 09 Apr 2025 10:18:05 GMT

In this episode Jane Ostler talks to Nick Daniel, former CMO of Dogs Trust and Director of Flying Foxes Consultancy, to explore the unique challenges and strategies in charity marketing. They discuss the importance of brand identity, the competitive landscape of the nonprofit sector, and the growing role of partnerships and influencer marketing.

Nick also highlights the challenge charities face in standing out as commercial brands increasingly align themselves with social causes, blurring the lines between corporate and nonprofit impact. As donor behaviours shift and dog ownership trends evolve, he shares insights on how charities can adapt and innovate to stay relevant, offering valuable perspectives for anyone interested in the intersection of marketing, social impact, and the future of charitable giving.

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The Real Magic Cannes Creative Brand of the year, Coca-Cola with Islam ElDessouky

Wed, 19 Mar 2025 11:11:30 GMT

Coca-Cola's creative brilliance was celebrated at Cannes last year. In this Future Proof Podcast with Islam El Dessouky, Global VP of Creative Strategy and Content Lynne Deason explores what it is that gives Coca-Cola campaigns their real magic and fizz. This unmissable, inspiring and enjoyable conversation covers topics that anyone focussed on creating effective advertising today needs to master.

Creating Emotional Connections: the art of crafting advertising that resonates emotionally and leaves a lasting impact
Emotion alone isn't enough: why brand centricity isn't a nice to have and how to achieve it
Building Brand Consistency: how to maintain brand authenticity and consistency across diverse markets and cultural contexts.
Leadership: what it takes to be an inspiring and effective leader in today's dynamic marketing landscape.

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From FOMO to Function: How Should Marketers Leverage GenAI?

Wed, 05 Mar 2025 13:48:22 GMT

GenAI dominates marketing conversations, but how does it connect to capability building and the evolving role of marketers? While excitement around GenAI is high, adoption remains low with less than half of those with access use it regularly. So, what’s holding marketers back?

In this episode, host Jane Ostler is joined by Thomas Von der Fuhr, Head of Organisational Performance at Kantar, to discuss insights from the newly published report, GenAI in Marketing: Fear or FOMO. They discuss what marketers are saying about the barriers to adoption, the importance of organisational readiness, and how GenAI can enhance, rather than replace, traditional marketing skills.

With leading organisations shifting from operational tasks to strategic brand growth initiatives, this conversation offers valuable guidance for marketers looking to move beyond the hype and maximize GenAI’s potential.

Tune in to discover how to bridge the gap between GenAI excitement and real-world capability building.

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How can marketers get the most out of their digital campaigns?

Tue, 18 Feb 2025 17:47:41 GMT

In today’s episode, we’re exploring the marketing opportunities advertisers have in audio forward environments. Audio is present in nearly every moment of our lives, from weddings to commutes, workouts, and relaxation – and now marketers have more ways to engage their target audience in these spaces, and they aren’t just sound based. In recent years, the rise of podcasts and audiobooks has reshaped how people engage with audio, creating a deeper connection with streaming platforms and shifting public perceptions of media channels.

Jenny Haggard, Global Brand Strategy Lead at Spotify, joins Kantar’s Chief Media Commercial Officer, Nicole Jones, to share how marketers can harness this new intimacy in audio-based media and what they can do to better create a multi-sensory experience in these environments and drive meaningful difference for their brands.

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Future Proof: Why marketers need to evolve their approach to Brand Performance

Thu, 13 Feb 2025 16:21:45 GMT

Over the past few years, marketers have nearly perfected their approach to performance-based marketing. However, research shows that the businesses that perform the best over time have a strong command over brand value. For brand marketers, this is great news and luckily, there is a lot that can be learned from the techniques and approaches from performance marketers in terms of supercharging brand.

Nicole Jones, Kantar’s Chief Media Commercial Lead and Ryan Brendle, Global Director of Marketing Sciences at Reddit, dive deep on the lessons brand marketers can take from their performance based colleagues and how applying these best practices can help grow brand value and overall revenue.

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How the Streaming Experience is Evolving for Viewers and Marketers

Tue, 04 Feb 2025 12:30:53 GMT

TV and video streaming are two of the most effective ways to reach audiences and predispose more people. According to Kantar Media Reactions, consumers find advertising on TV and TV streaming fun and entertaining and that TV sponsorships have better quality experiences. Marketers too are planning on investing more in CTV advertising experience.

And yet, despite this interest, Kantar found that in Q3’24, only 16% of video streamers are happy with the relevance of ads shown to them.

Nicole Jones, Kantar’s Chief Media Commercial Lead and Anna Miller, Head of Ad Measurement and Partnerships at Roku join forces to shed light on the opportunities and challenges of advertising in this rapidly changing market and discuss the future of streaming based ads.

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What are Kantar’s key Marketing Trends for 2025?

Fri, 31 Jan 2025 10:21:11 GMT

In this episode of Future Proof, Jane Ostler talks with fellow Kantar experts Duncan Southgate and Gonca Bubani to discuss their latest report, Marketing Trends 2025. They explore the shift towards total video, the evolving social media landscape, and the rapid growth of retail media networks. The conversation highlights the importance of sustainability in marketing strategies and the transformative potential of generative AI in creative development. The experts provide insights into how marketers can stay ahead of the curve and future-proof their strategies for 2025 and beyond.

The discussion also delves into the challenges and opportunities presented by the creator economy, the role of retail media networks, and the significance of innovation in brand expansion. Duncan and Gonca share their perspectives on how marketers can leverage these trends to enhance their digital presence and customer engagement. The episode concludes with a focus on the importance of data provenance and the need for marketing organizations to deploy AI effectively to maximise its potential.

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This Year Next Year: What’s going on in Advertising and Media?

Wed, 15 Jan 2025 10:32:29 GMT

The advertising industry is experiencing a rapid transformation driven by AI advancements and an ongoing shift towards digital channels. This evolution is accompanied by increased scrutiny and regulation, creating a complex environment for marketers. These are the key findings of the latest "This Year Next Year" report, recently published by GroupM.

In this episode of Kantar's Future Proof, host Jane Ostler engages in a compelling conversation with Kate Scott-Dawkins, Global President of Business Intelligence at GroupM, and author of the report. They discuss the key trends highlighted in the study, including the predicted growth in advertising revenue to one trillion dollars in 2024. They delve into the factors driving this growth, the importance of trust in advertising platforms, the evolving role of AI, and the dynamics of retail media. The conversation explores the potential implications of a TikTok ban, and exciting developments in out-of-home advertising.

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Brand Strategy Unpacked: Unearthing the essence of Eurovision

Mon, 23 Dec 2024 12:23:07 GMT

Having a clear brand positioning is key to creating brand consistency and connection across time and touchpoints. The Eurovision song contest is hosted by a new country with a new campaign each year so creating brand clarity is especially key.

In this episode, Lina Moussaoui, Brand Manager for the Eurovision Song Contest at the European Broadcasting Union and Marise Pronk, Senior Account Manager at Kantar talk to Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar about how they unearthed the essence of the brand and created a clear framework to connect and inspire all their internal and external partners.

The written case study, ‘Great brands are built on great stories’ can be found in Kantar’s Brand Strategy Unpacked booklet here.

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Brand Strategy Unpacked: Connecting via Collabs and Culture with Malibu

Mon, 16 Dec 2024 11:14:11 GMT

Brand collaborations are a powerful marketing lever to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present.

No wonder 1 in 4 marketers cite collabs as an important tactic in the 2024 Language of Effectiveness report by Marketing Week and Kantar.

Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar and Becky Ingram, Client Partner at Kantar chat to Gui Pasculli, Head of Culture & Partnership for Malibu at Pernod Ricard.

They unpack how brand collabs are helping Malibu to connect to culture and develop brand experiences which are driving meaningful difference for the brand, extending category boundaries and reaching new audiences.

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The secrets behind innovative strategies and partnerships at Iceland

Thu, 12 Dec 2024 12:30:25 GMT

In this episode of Kantar's Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, interviews Oliver Gilding, Head of Innovation and Licensing at Iceland, to discuss their approach to innovation through unique product development and strategic partnerships.

Oliver shares insights on the importance of being bold and tenacious in innovation and how Kantar's Concept AI tool has allowed them to make informed decisions in a crowded marketplace and stay ahead in the competitive retail market.

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Unlocking Innovation: Insights from Unilever’s Philippa Tilley

Fri, 06 Dec 2024 00:01:58 GMT

In this Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, speaks to Philippa Tilley, the Global Head of Radiant Brands at Unilever.

Philippa provides an in-depth look at how Unilever fosters meaningful innovation, integrates sustainability with superior product performance and utilises AI - all whilst emphasising the importance of curiosity and conviction when bringing innovative ideas to life.

Listen for valuable advice for innovators and an enlightening discussion on navigating the dynamic marketing landscape.

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Brand Strategy Unpacked: Creating collabs for growth with Iceland and Myprotein

Mon, 02 Dec 2024 00:01:23 GMT

Brand collaborations are a powerful marketing lever to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present.

No wonder they are in the top 3 most important tactics mentioned by marketers in the 2024 Language of Effectiveness report by Marketing Week and Kantar.

Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar unpacks both the strategic intent and phenomenal impact of brand collaborations with Oliver Gilding, Head of Innovation & Licensing at Iceland and Brett Hamer, Product Director for Myprotein at The Hut Group.

Download Kantar's Brand Strategy Unpacked report here.

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TikTok Shop: Revolutionising e-commerce with live shopping and innovation

Wed, 27 Nov 2024 12:41:21 GMT

In this episode, Dr Nicki Morley, Head of Behavioral Science and Innovation Expertise at Kantar, discusses the innovative expansion of TikTok Shop into the e-commerce space. Joined by Jauneen Tarin, Head of Connected Shopper Practice at Kantar, and Nora Zukauskaite, Integrated Marketing Director for TikTok Shop, the conversation delves into TikTok Shop’s unique approach to e-commerce, its rapid growth, and the challenges faced along the way. Tune in to uncover the secrets behind the differentiation of TikTok Shop from other platforms, the importance of live shopping, and strategies for brands to succeed in this new space.

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Unlocking Bold Growth: Insights from PepsiCo’s Mustafa Shamseldin

Thu, 21 Nov 2024 08:00:00 GMT

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 Blueprint Awards.

Mustafa delves into the science behind growth and how PepsiCo leverages data to inform its strategies. He highlights creative campaigns, including a unique solution for gamers that silences the iconic crunch. Mustafa also shares his vision for future-proofing PepsiCo’s brands through sustainable practices and continuous innovation. Tune in for valuable insights from one of the leading minds in marketing.

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The Best Christmas Ads 2024: From Elves to Ads - TUI’s Toby Horry on Brand Building

Thu, 14 Nov 2024 13:13:54 GMT

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 delivering impactful and memorable effective marketing campaigns.

The Best Christmas Ads 2024: Unwrapping campaign effectiveness

More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness.

Kantar Marketplace: insights at the speed of business for year-round success.

Sign up here to get this year’s results first 📃

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The Best Christmas Ads 2024: Cracking the Code of Creative Effectiveness with McCann

Wed, 13 Nov 2024 15:41:23 GMT

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 effectiveness

More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness.

Kantar Marketplace: insights at the speed of business for year-round success.

Sign up here to get this year’s results first 📃

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The Best Christmas Ads 2024: Cadbury’s Secret Santa Campaign

Tue, 12 Nov 2024 14:58:40 GMT

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 maintaining brand consistency with a 'purple thread' of distinctive brand assets, the importance of diversity and inclusion, and the benefits of sticking with a successful campaign idea.

The Best Christmas Ads 2024: Unwrapping campaign effectiveness

More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness.

Kantar Marketplace: insights at the speed of business for year-round success.

Sign up here to get this year’s results first 📃

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Talkmobile: How a ruthlessly simple customer experience delivered market leading growth

Wed, 06 Nov 2024 07:48:59 GMT

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. Their secret? A relentless focus on delivering a simple, customer-first experience, with frontline staff actively involved in design decisions. Discover how this approach not only enhances customer satisfaction but also drives business success.

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Creative strategies for Magnum with Denise Van Strien and Camilla Facin

Thu, 31 Oct 2024 17:11:21 GMT

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 the award-winning “Stick to the Original” campaign to breaking seasonal barriers with “Find Your Summer,” learn how creativity not only drives brand differentiation but also fosters meaningful connections with consumers.

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

Thu, 24 Oct 2024 09:05:00 GMT

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 measurement.

Richard also discusses the significance of human connection in digital advertising, emphasising the need for emotional hooks and distinctive brand assets to capture and retain consumer attention. He highlights the challenges and opportunities presented by shorter video formats and the importance of creative optimisation in driving campaign effectiveness. Listen to discover how to navigate the complexities of modern advertising and stay ahead in the digital age.

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HSBC UK: Banking on bold authentic marketing for success

Wed, 09 Oct 2024 03:02:14 GMT

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 make your brand meaningfully different from others. The most valuable inspiration for developing effective marketing campaigns is often found in particularly challenging spaces, and financial services advertising is one of the toughest.

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

Thu, 26 Sep 2024 08:07:19 GMT

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

Fri, 20 Sep 2024 08:00:42 GMT

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 team identified the universal frustration with technology as a key insight and transformed it into a compelling campaign that resonates globally.

They explore the creative process behind the campaign, the challenges of maintaining a consistent brand message across diverse markets, and the importance of consumer feedback in driving creative effectiveness. Learn how KitKat, a brand with nearly 90 years of heritage, stays relevant in today’s fast-paced world by addressing modern consumer needs and frustrations. Whether you’re a marketing professional, a fan of great advertising, or simply curious about the behind-the-scenes of successful campaigns, this episode offers valuable insights into the art and science of brand storytelling.

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Decoding IKEA’s marketing success

Mon, 02 Sep 2024 14:54:37 GMT

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 brand’s focus on creating affordable, functional, and sustainable solutions that cater to the needs and dreams of many people. Additionally, he touches on IKEA’s global positioning and how it varies based on the market maturity in different regions.

They also discuss IKEA’s advertising strategies and how they have evolved over the years. Gianluca talks about the brand’s shift towards a more strategic approach, focusing on creative simplicity, fun, and play. He also shares how IKEA leverages social media and cultural moments to engage with its audience and enhance its brand presence. Tune in to this episode to gain a deeper understanding of IKEA’s marketing landscape and its vision for the future, all recorded during the vibrant Cannes Lions week.

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How can CMOs build a more trusted media landscape?

Tue, 20 Aug 2024 09:31:46 GMT

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 invest in trusted news platforms and practice caution with the blunt tool of block lists.

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

Tue, 06 Aug 2024 16:51:18 GMT

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 aiming to stay ahead in a dynamic market.

In this episode, Kate also shares insights on the importance of responsible investment in media, the integration of commerce and media, and the future of content creation with AI. Learn how brands can leverage new opportunities and maintain trust and relevance in an ever-evolving landscape.

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How to harness Generative AI for creative effectiveness?

Tue, 30 Jul 2024 13:29:16 GMT

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 workstreams to enable marketers to be not just more efficient but also more effective. This podcast was recorded in the Kantar apartment in Cannes during the Cannes Lions Festival of Creativity.

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How should brands Find New Space?

Thu, 25 Jul 2024 13:56:16 GMT

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 find new spaces without cannibalising existing sales. Another example is Lurpak Butter, which capitalised on advertising to amplify existing uses, such as cooking with butter instead of oil, thereby expanding the category. Premiumisation, like Baileys Chocolate Lux, and appealing to price-conscious consumers, as seen with Netflix's ad-supported tier, are also strategies brands use to innovate and grow. The key is to ensure that innovations are incremental and align with the brand's existing motivations and contexts to mitigate risks and increase the likelihood of success.

To find out more, visit kantar.com/blueprint

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Why do brands need to Be More Present?

Wed, 24 Jul 2024 17:32:08 GMT

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 physical retail partnerships.

They also discuss the significance of range in attracting different buyers, using Heinz Beans’ various formats and variants as an example. Paul and Jane warn against over-reliance on price promotions, suggesting a focus on price pack architecture instead. The discussion extends to the role of digital presence and retail media, noting the increasing use of retail data for targeted marketing. They also stress the need for brands to be consistently findable online and in-store to capture all potential sales.

To find out more, visit kantar.com/blueprint

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Why do brands need to Predispose More People?

Tue, 23 Jul 2024 06:57:41 GMT

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 as many individuals as possible.

Examples from various sectors, including grocery retail and streaming video, show successful strategies in building predisposition, such as M&S Food's seasonal advertising and Netflix's low churn rate due to high equity. The conversation also covers the role of media, creative content, and experiences in amplifying a brand's meaningful difference, with digital ads evoking stronger emotions being particularly effective. Overall, predisposition is presented as a multifaceted concept that, when leveraged effectively, can significantly enhance a brand's market position.

To find out more, visit kantar.com/blueprint

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Why do brands need to Be Meaningfully Different to More People to drive growth?

Mon, 22 Jul 2024 06:00:00 GMT

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. Graham talks about the key to growth being meaningfully different to more people by creating rich, meaningful associations in consumers’ minds and differentiating from competitors.

This difference can be functional or emotional, offering something unique that competitors can’t, which helps in commanding higher prices and driving margin growth. Measuring meaningfulness, difference, and salience over time is crucial for guiding strategy, checking execution, and signalling brand value to investors. Advertising and marketing are investments that add to the asset value of a business.

To find out more, visit kantar.com/blueprint

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AI 2030: Provoking insights for smarter and more efficient outcomes

Mon, 15 Jul 2024 05:26:17 GMT

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: https://www.kantar.com/inspiration/ai/ai-2030-provocation-makes-the-difference

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Marginal to mainstream innovation: How looking to the 1% could unlock your future brand growth

Wed, 10 Jul 2024 05:58:35 GMT

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.

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What challenges do CMOs face today? A conversation with Mark Read, CEO of WPP

Fri, 05 Jul 2024 06:42:10 GMT

In this episode of the Future Proof podcast, host Jane Ostler sits down with Mark Read, CEO of WPP, to delve into the current landscape of marketing and how brands grow. They explore the pressing challenges faced by CMOs, including navigating economic turbulence, the fragmentation of media, and the global versus local brand debate. Mark shares his insights on how AI is revolutionising the industry, enhancing creativity, and optimising marketing strategies. The discussion also highlights the importance of focusing on fewer, bigger, and better initiatives to drive growth and maintain brand consistency. Tune in to gain valuable perspectives on leveraging AI for brand differentiation, and the future of media and creative integration in the marketing world.

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Kantar BrandZ Insights from Brand Builders 2024: A conversation with Marcel Marcondes, Global Chief Marketing Officer, AB InBev

Fri, 14 Jun 2024 13:13:16 GMT

As part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of Kantar BrandZ, talks with Marcel Marcondes, Global Chief Marketing Officer, AB InBev about the increasing importance of brand in driving growth. AB InBev’s portfolio includes more than 500 global and local brands; one in every four beers sold globally is an AB InBev product. Corona is the most valuable global beer brand in the 2024 Kantar BrandZ global ranking, and a newcomer to the Global Top 100. Hear more about how AB InBev ensures its business is brand-led and consumer-centric.

Find out more: www.kantar.com/brandz

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Kantar BrandZ Insights from Brand Builders 2024: A conversation with Sumit Virmani, Chief Marketing Officer, Infosys

Fri, 14 Jun 2024 13:10:32 GMT

As part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of Kantar BrandZ, talks with Sumit Virmani, Chief Marketing Officer, Infosys about the increasing importance of brand in driving growth. Sumit Virmani joined Infosys in 2004, and has held multiple strategic positions across product, platform, and corporate marketing before becoming the Indian IT services giant’s Chief Marketing Officer. Prior to joining Infosys, Virmani worked with Polaris Software and the Tata Group. In 2023, he was named by Forbes Magazine as one of the world’s most influential CMOs.

Find out more: www.kantar.com/brandz

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Kantar BrandZ Insights from Brand Builders 2024: A conversation with Kirti Singh, Chief Analytics, Insights and Media Officer, P&G

Fri, 14 Jun 2024 13:08:01 GMT

As part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of BrandZ, talks with Kirti Singh, Chief Analytics, Insights and Media Officer, P&G about the increasing importance of brand in driving growth. In 2024, P&G brands Pampers, Gillette, Pantene Pro-V, and Olay once again feature in the Kantar BrandZ Most Valuable Global Personal Care Brands ranking. Listen in to hear Kirti talk about the role of marketing and brand-building today, and how P&G is strengthening its brands both globally and locally.

Find out more: www.kantar.com/brandz

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Kantar BrandZ Insights from Brand Builders 2024: A conversation with Jane Wakely, Chief Consumer and Marketing Officer, PepsiCo

Fri, 14 Jun 2024 13:05:30 GMT

As part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of Kantar BrandZ talks with Jane Wakely, Chief Consumer and Marketing Officer PepsiCo about the increasing importance of brand in driving growth. Jane Wakely leads PepsiCo’s Global Consumer organisation. Prior to joining PepsiCo, Jane was CMO at Mars. Jane believes in the opportunity to accelerate collective impact by leveraging the power of iconic brands to create cultural fame, performance and positive impact for people and planet with a human-centric approach to growth.

Find out more: www.kantar.com/brandz

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How Reckitt uses attention to elevate their campaigns from playback to payback

Tue, 04 Jun 2024 11:01:01 GMT

In this podcast Duncan Southgate, Senior Director of Global Creative at Kantar, talks to Chris Lindsley, Global Insights and Analytics Director at Reckitt Benckiser, about the role of attention in the creative development process.

Hear about Reckitt’s communication strategy and the importance of having clear objectives to drive consumer actions. Chris also shares his approach to different attention metrics, the value of facial coding in capturing attention and emotional response, as well as the challenges for marketers going beyond behavioural metrics to identify effective attention.

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How Guinness (nitro)surged their innovation

Thu, 16 May 2024 05:19:45 GMT

In this episode of Kantar's Future Proof Podcast, Dr Nicki Morley sits down with Anna MacDonald from Guinness to unravel the success behind the brand and how innovation played a key role in their recent win as Marketing Week's Brand of the Year.🏆

Hear about how Guinness embodies their core brand values (channelling the founder's vision is still very much essential!) to build quality commitment and meaningful difference, especially with innovations such as Nitrosurge and Guinness 0%. Anna also provides some sage advice to listeners around the challenges of innovating with such a well-known brand.

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The secrets behind winning products with Product of the Year

Thu, 18 Apr 2024 10:32:30 GMT

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. ⭐

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Connected Innovation: How to innovate differently

Thu, 04 Apr 2024 12:47:17 GMT

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 perspectives on AI tools and the rich opportunities they can present if used wisely.

Download your Connected Innovation guide here.

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How viral humour boosted one of Nordics’ leading travel brands

Wed, 20 Mar 2024 09:00:33 GMT

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 they have developed a consistent tone for Dogcation, Do It for Denmark and Do it for Mum and how this approach has been particularly effective for the business.

Joining them is Vera Sidlova, Global Creative Thought Leadership Director at Kantar, who outlines how humour is captured by Kantar’s LINK+ ad testing solution.

The Dogcation campaign recently won an Effie Europe award. To learn more about the secrets behind these ideas that work, download our free booklet here.

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Brand Strategy Unpacked: Cracking the Cadbury Code

Tue, 27 Feb 2024 13:16:38 GMT

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.

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Content production in 2024 and beyond

Thu, 22 Feb 2024 08:36:20 GMT

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 on content commissioning and how changes in viewing behaviour are shaping content production.

Download Media Trends & Predictions 2024 here.

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Crispy is the key to creative effectiveness at KFC

Thu, 15 Feb 2024 09:35:32 GMT

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 is the need to promote KFC’s unique crispy promise and finding ways to amplify and magnify it via communications. Cailleau explains why KFC has focused on brand not value and promotion in order to boost consideration.

Explore Kantar Creative Efectiveness Awards 2023 winners

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Behavioural science in practice: Unlocking the magic

Wed, 31 Jan 2024 09:33:40 GMT

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.

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Learning from TikTok’s growth story

Wed, 17 Jan 2024 10:08:39 GMT

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 most effective way.

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How better creative boosts business

Thu, 21 Dec 2023 05:23:02 GMT

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 France, to hear how the evidence of super-power performance from more than 70 campaigns has been presented to agency creative directors and clients.

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Reimagining fragrances: Breaking the rules with Felix Frowein

Thu, 30 Nov 2023 23:30:33 GMT

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 Firmenich, two industry giants united to revolutionize product development. This alliance has not only propelled fragrance creation but also ushered in a paradigm shift in early-stage holistic thinking, poised to revolutionize our sensory experiences.

This conversation challenges conventions, urging innovators to embrace rule-breaking as a path to redefine products. Tune in now!

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Bloom & Wild’s Story of Gifting Innovation

Wed, 15 Nov 2023 00:00:43 GMT

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 approach. She shares insights into the company's innovative strategies, how they've adapted to changing customer behaviours, and their relentless pursuit of new opportunities and moments that matter to their customers.

Discover what Bloom & Wild has learned on their journey, the challenges they've encountered, and the secrets behind their remarkable success. If you're curious about the future of D2C and the role of innovation in staying ahead in the market, this episode is a must-listen.

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Revolutionising marketing with Kantar's AI-Powered insights

Thu, 02 Nov 2023 17:56:44 GMT

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 Kantar's AI-driven market research is pushing boundaries to provide clients with actionable insights.

Know more about our AI-powered solutions here.

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Future Proof: Does digital advertising earn its keep?

Wed, 11 Oct 2023 09:00:00 GMT

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.

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Insights from Brand Builder Series – A conversation with Ravi Santhanam, CMO, Head Corporate Communications, HDFC Bank

Mon, 02 Oct 2023 00:01:00 GMT

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 in the Kantar BrandZ global report.

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39. How behavioural science can drive commercial innovation

Wed, 27 Sep 2023 10:29:00 GMT

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.

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Insights from Brand Builder Series – A conversation with Stuart Spencer, Group Chief Marketing Officer, AIA

Mon, 25 Sep 2023 00:01:00 GMT

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 global brands in the Kantar BrandZ global report.

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Insights from brand builders series – A conversation with Stephan Czypionka, VP Global Marketing Performance, Coca-Cola

Thu, 21 Sep 2023 01:00:00 GMT

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.

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Insights from Brand Builder Series – A conversation with Martin Renaud, Exec VP, Global CMO and Sales Officer, Mondelēz

Fri, 15 Sep 2023 09:09:00 GMT

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 in the Kantar BrandZ global report.

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Insights from Brand Builders Series – A conversation with Asmita Dubey, Chief Digital & Marketing Officer, L’Oréal

Tue, 29 Aug 2023 07:19:00 GMT

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

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38. Machines scoring Machines: Exploring AI-Generated creative in advertising

Thu, 03 Aug 2023 07:57:00 GMT

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 GenAI, and their AI-predicted creative potential.

Join the discussion on the future of generative AI in creative ad creation and how it's shaping the advertising landscape, as we attempt to answer the crucial question: could enhanced efficiency be coming at the cost of effectiveness?

Want to know more? Visit https://www.kantar.com/artificial-intelligence

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37. Reinventing Baileys for a new generation

Wed, 12 Jul 2023 10:31:00 GMT

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 reinvented its rules, tested new flavours such as pumpkin spice and strawberries and cream and built new relationships with retailers. Together they discuss the Baileys journey, it’s new B Corp status and provide tips for other brands seeking to use innovation to drive reinvention and attract new buyers.

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36. How does using facial coding in ad testing help create better ads?

Wed, 31 May 2023 08:02:00 GMT

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 discuss potential applications of the technology as part of a pre-testing programme, including how it can optimize the ad or create cut downs that will make ads more likely to go viral, more likely to be remembered and more likely to build short and long-term associations for a brand.

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35. Is your imagination fuelling growth?

Mon, 15 May 2023 09:34:00 GMT

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 to have ideas - even encourage the bad ones - and ditch the need for managers to be always right. He also thinks that the power of the imagination will be even more important in the age of AI. While pessimists argue that AI creates a world where adequate is good enough, he says the optimists will succeed by taking advantage of the opportunity of AI and use it to ask the right questions.

Listen to the full episode here and for the chance to win one of five copies of The Imagination Muscle, please rate Future Proof podcast in your audio app. The first five people who upload a screenshot of their rating will receive a signed copy of the book.

Upload your screenshot here: https://kantar-insights.typeform.com/to/ILKW2TpE

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34. How Cinépolis used humour to bring audiences back to the cinema after COVID-19

Fri, 28 Apr 2023 07:16:00 GMT

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 cinema experience, and how cinema is evolving.

Jane and Angel also delve into the cinema theaters as a channel and how it's evolving with programmatic advertising and discuss about the latest innovations in cinema theaters to make the cinema experience unique. Tune in now.

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33. How to innovate differently in a crowded market

Wed, 05 Apr 2023 09:28:00 GMT

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 permission to indulge via low sodium and low fat products in Europe or launching new options that meet Chinese demands for high protein snacks, Koen tells Kantar’s Dr.Nicki Morley how innovation is the freedom to solve against the tension through product, services, business model or activation. Recent examples include the Flaming Hot platform that runs across Lays, Doritos and Cheetos to help people spice up their daily meals.

Koen shares his top tips on how innovation has been the driving force behind PepsiCo’s ongoing successes in this crowded marketplace.

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32. How venture hubs drive innovation and benefit business?

Wed, 22 Mar 2023 10:20:00 GMT

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 innovation based on her Ventures journey. Plus, they explore the power of test and learn processes, one of the fundamental concepts introduced in Kantar's latest Innovator's Advantage guide. Tune in to this engaging conversation to discover how a curious mindset can drive innovation and growth.

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

Thu, 09 Mar 2023 08:00:00 GMT

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.

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30. How can CMOs prepare for success in 2023?

Thu, 02 Mar 2023 09:08:00 GMT

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 creativity.

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29. What does media look like in 2023?

Wed, 22 Feb 2023 09:51:00 GMT

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 fastest-growing channels. More concerning for many brands is the challenge of delivering reach in 2023, which is becoming trickier as linear TV continues to decline in most markets.

Finally, Jane and Kate discuss whether spend on new opportunities such as retail media, user generated content and influencers, gaming and the metaverse is going to scale rapidly.

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28. Can being creative drive profitability?

Tue, 07 Feb 2023 09:55:00 GMT

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 2023.

Amy and Duncan explain how WARC case study data on campaign ROI has been combined with Kantar’s Link ad quality scores to identify just how much short and long-term creative quality attributes drive profitability.

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27. Why representation matters to brands

Thu, 02 Feb 2023 11:30:00 GMT

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 brands with new customers.

Valeria and Jerry discuss how research can help brands create more inclusive campaigns and explore the idea that inclusive marketing is simply better marketing.

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26. How should the worlds of culture, technology and policy interact?

Wed, 18 Jan 2023 09:19:00 GMT

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 provide substantial revenues.

Finally, he explains why our hybrid broadcasting system – streamed content plus live broadcasting – on both radio and TV, is here to stay for the foreseeable future.

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25. How can brands better understand and improve the menopause experience?

Thu, 15 Dec 2022 12:33:00 GMT

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 opportunities for brands in this space, how they can better understand the audience through insights and ultimately innovate and communicate sensitively and authentically – avoiding criticisms of “wellness washing”.

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24. Why does brand safety on Twitter matter to CMOs?

Thu, 01 Dec 2022 08:53:00 GMT

With prominent ad agencies advising their clients to pause advertising on Twitter, we talk with Nick Primola, Group EVP of the Association of National Advertisers, about brand risk, credibility and how advertisers perceive the recent decisions taken by Twitter’s new owner Elon Musk.

In this new episode Jane Ostler, EVP of Global Thought Leadership at Kantar, asks Nick what the social media platform can do to win back CMOs' trust, what are the big issues concerning advertisers right now, and how CMOs are now choosing the digital platforms where they will be present in the future.

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23. Did we mention attention?

Fri, 18 Nov 2022 07:49:00 GMT

Sander Bosch from Heineken explains the role of attention measurement in planning and evaluating communications effectiveness. There has been a rise in interest around attention in the last few years. Our latest Media Reactions study reveals the majority of marketers believe that attention influences both creative and media effectiveness. Will it soon become a media currency? In this episode of Future Proof, Sander Bosch, Global Head of Brand & Communication Insights at Heineken, joins Kantar’s Duncan Southgate to talk about multimedia planning, attention elasticity and attention metrics. With Sander we discuss how marketers are using attention measurement to drive performance, and explore the latest techniques to both measure and predict attention.

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22. How brands are improving ad performance

Wed, 02 Nov 2022 11:45:00 GMT

Ad pre-testing plays a central role in campaign effectiveness, making sure the ad creates an emotional connection, builds the brand, and meets sales objectives. But with media budgets shifting to digital, should brands simply rely on in-flight campaign optimisation to drive performance? In this episode, Duncan Southgate, Creative & Media Solutions Director at Kantar, talks with Robin Langford, Editor at Performance Marketing World and Leonie Gates-Sumner, Head of Creative, Kantar UK about ad testing, in-flight optimisation, the role of Artificial Intelligence, and how the performance marketing landscape will evolve into 2023 and beyond.

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21. What is truth in marketing?

Fri, 14 Oct 2022 12:54:00 GMT

What happens when marketing academics disagree? How do marketing academics look at brand theories and how does that resonate between marketing practitioners? In this episode, Jane Ostler, EVP of Global Thought Leadership at Kantar talks with Felipe Thomaz, associate professor of marketing at Saïd Business School, about trust, lies and evidence in marketing. Together with Graham Staplehurst, Thought Leadership director at Kantar BrandZ, they dig into the concepts of complexity, dynamism and differentiation and how they are seen by the world of academia and between marketing practitioners who must deal with decisions on a day-to-day basis.

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20. Aldi & McCann Manchester: The power of entertaining advertising to solve business challenges and propel growth.

Thu, 11 Aug 2022 09:27:36 GMT

In 2022 Aldi bounced back into the Global Top 100 Brands, having increased its value by 20% to $21bn. Aldi had the most effective UK Christmas ad last year and in is one of six brands to be nominated for Marketing Week’s UK brand of the year. Aldi is on the verge of taking over from Morrisons as the UK’s fourth biggest supermarket, it’s growth being far ahead of everyone else in a category that saw all but Tesco lose their share of wallet in the 12 weeks to July 10. Effective communications is one of the key pillars underpinning Aldi’s growth in the UK. In this podcast Jamie Peate, McCann’s UK head of Effectiveness and MWGs Global Head of Retail Strategy, talks about how McCann Manchester and Aldi have a shared effectiveness culture and ways of working that leads to the creation of entertaining and distinctive brand centric communications that solve business challenges and play a key role in propelling Aldi’s growth.

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19. Future Proof: Why does Mark Ritson urge brands to go beyond salience?

Wed, 10 Aug 2022 11:53:20 GMT

Staying profitable is more important in inflationary times. We discuss how to achieve this with Marketing professor, Mark Ritson

Since he was a junior professor, Mark Ritson had one goal: to break through the narrow readership circles of academia and be read by everyone in the marketing industry. A goal he’s doubtlessly surpassed having won multiple awards for his column in Marketing Week. With every piece he strikes a chord with marketers, makes them think, but equally, he polarises the industry.

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18. What will the future insights organisation look like?

Mon, 25 Apr 2022 08:00:09 GMT

Stephan Gans joins us to talk about Insights Transformation and how Consumer Insights can best organize to drive business value. Stephan Gans is the SVP, Chief Consumer Insights and Analytics Officer at PepsiCo, one of the world’s largest and best-known FMCG companies. He’s been in the business of understanding and predicting consumer behaviour for some time and leads the ongoing transformation of his function at PepsiCo. Stephan join’s Kantar’s Mark Visser and Professor Andrew Stephen to discuss the future of Insights organisations and the need for re-imagining the Insights function in these disruptive times.

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17. How can brands get sustainability in advertising right?

Fri, 25 Mar 2022 14:16:42 GMT

Graham Page is a Global Managing Director at Affectiva and leads Affectiva’s Media Analytics business, which is focused on the application of Emotion AI technology to content, media testing, and customer experiences. Together with Kantar’s Vera Sidlova, Global Director, Creative at Kantar - join Jane Ostler to discuss the issues with sustainability in advertising and why brands often get it wrong. What is the context of sustainability advertising today? What do people expect from brands in the space? And why do advertiser get this wrong and in turn get banned in the process?

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16. Can we make the media industry more inclusive?

Mon, 07 Mar 2022 15:08:52 GMT

Belinda J Smith is CEO of Americas at m/SIX, as well as the Global Diversity Ambassador for the World Federation of Advertisers (WFA). Belinda is also a diversity activist and has led media and advertising in various organisations throughout her career. She joins Valeria Piaggio to discuss the issue of diversity and inclusion in the advertising industry, following the publication of the first Global DEI Census from the WFA. Why was a survey like this needed, and why does it matter? What are the key themes from the results? What can agencies do differently, both internally and in the content they produce? And what are the barriers to true inclusion?

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15. Was advertising better in the past?

Mon, 13 Dec 2021 12:59:22 GMT

Patrick Collister is non-exec Creative Director at Ad-Lib, and Editor of Directory Magazine. He is also one of the few people to have had serious Creative Director roles in adland (Ogilvy) as well as in digital organisations (Google). So what has changed over the course of his career? Why do people keep harking back to the good old days – and what has happened to the funny ad? Jane and Patrick talk about the importance of format, the definition of advertising ‘craft’, the emergence of new platforms, and the demise of the ‘big idea’. They discuss how creative and effective advertising (and the role of CMO) may look in the future… and whether any of the big UK Christmas ads this year hit the mark.

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14. What can we learn from Shell’s purpose journey?

Mon, 18 Oct 2021 01:00:00 GMT

Shell’s purpose is to "power progress together with more and cleaner energy solutions." But how did that come about? What were the challenges for global VP of the Shell brand, Dean Aragón? How is the purpose embedded in the organisation? Dean shares his advice for establishing a purpose that doesn’t just become a side project, and how you can ensure success through people, partnerships and the personal touch. Learn how UN Sustainable Development Goals feed into the purpose and strategy at Shell, and the specific actions they are taking to bring their purpose to life.

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13. Why is Mercado Libre such a good place to advertise?

Mon, 04 Oct 2021 01:30:00 GMT

In Kantar’s recent Media Reactions study, it was revealed that ecommerce giant Mercado Libre is one of the most effective places to advertise in Latin America: it was seen as delivering the most ‘relevant and useful’ ads of all media brands in Argentina, Brazil and Colombia. What is the marketplace doing to help advertisers, and still satisfy consumers?

Juan tells Jane Ostler and Alex Connock about smart targeting, the Direct Integration with Kantar for more effective measurement, the results of Brand Lift studies, and the opportunities they have in the Latin American market. They also discuss how ecommerce ads work with other channels, the importance of being present through the entire customer journey, the ad formats that work best, and the application of new technology – such as AI and machine learning – to help scale and optimise advertising.

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12. How does Walmart connect digital and physical retail experiences?

Mon, 06 Sep 2021 03:00:00 GMT

In this episode, we discuss the evolving world of advertising technology and digital retail with Alexis (Lex) Josephs, Vice President of Sales, Ad Tech Partnerships and Ad Operations at Walmart Connect. How does Walmart’s advertising business use the insights from their 150m weekly shoppers to deliver targeted advertising at scale?

Lex discusses how the pandemic has changed the retail experience (and accelerated digital trends), and what the future holds: Why is a clear data strategy important? How is Walmart embracing social commerce, or the ‘content to commerce’ experience? And what is the role of physical stores in the future of shopping?

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11. Why should advertisers embrace in-content advertising?

Mon, 23 Aug 2021 07:55:06 GMT

We speak to Tim Jones, Global Head of Research and Insights at Mirriad, an advertising platform that allows brands to seamlessly integrate with content. Tim tells Kantar’s Duncan Southgate about the current challenges for advertisers, including changing consumer viewing habits and limited reach via linear TV advertising, as well as targeting and measurement. He explains how the placement of product or signage within the right content can deliver strong results, in terms of brand and sales uplift – and from the perspective of the consumer. How do brands make the most of that receptivity? How does the process work? And what does the future of the advertising technology industry look like?

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10. How do you launch a sustainable brand?

Mon, 05 Jul 2021 01:00:00 GMT

It’s not easy to get a totally new product on supermarket shelves, but Nimble Cleaning Products – founded by Von Sy in 2015 – has managed to find its way into several major UK retailers, and retain its environmentally-friendly credentials.

Von tells Dr Nicki Morley about the inspiration behind a cleaning product for baby bottles, the startup journey so far, the impact of COVID-19, and his 7-second investor pitch. He also discusses the importance of being sustainable for a reason, and finding your point of difference.

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9. How can sponsored entertainment support brand purpose?

Mon, 14 Jun 2021 01:00:00 GMT

As the popularity of adverts and “branded content” declines, and more people use commercial-free streaming services, there is a real opportunity for brands to get in front of audiences with “sponsored entertainment”, says Rupert Maconick, Founder and Executive Producer of Saville Productions in LA. He spoke to Jane Ostler about how brands can get excellent returns from a feature-length documentary (or “doc”), the process of creating one (and getting it in front of people), and how this approach can help brands communicate something about their values and purpose – as long as it is tackled authentically.

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8. How will African brands thrive?

Wed, 02 Jun 2021 09:43:55 GMT

You can’t sum up a continent the size of Africa in three words, says Thebe Ikalafeng, founder and chairman of Brand Africa. But vibrancy, entrepreneurship and resilience do spring to mind, and help characterise and connect this group of dynamic countries.

Thebe tells Jane how Brand Africa was launched to inspire a ‘renaissance’ of African brands, and change the narrative around the continent, through the vehicle of brands. In their goal to inspire ‘Made in Africa’ brands, what are the challenges? What role does technology play? And how has COVID-19 affected the long-term outlook?

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7. How does Unilever approach sustainable innovation?

Mon, 17 May 2021 13:51:58 GMT

Kantar research finds that 88% of consumers want brands to help them be more sustainable. In this episode, Nicki Morley speaks to Catriona Ferris, Consumer Insight Director for Homecare (Europe) at Unilever, about the key aspects of successful sustainable innovation – and why the consumer (and their pain points) must be considered first and foremost. With product and packaging innovation examples, considerations for marketing and communications professionals, and top tips for getting ‘under the skin’ of your customer, Catriona shares elements of Unilever’s ‘learning journey’ and addresses some of the challenges brands might face in balancing cost, performance and environmental credentials.

Learn more:

Who Cares, Who Does?

Brand Tracking

Offer Development

Sustainable Transformation

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6. What’s next for retail?

Mon, 03 May 2021 01:00:00 GMT

In this episode, Jane speaks to Daniel Todaro, founder and managing director of Gekko Group, the retail marketing agency specialising in consumer electronics. Dan talks about how brands and retailers can improve the experience for customers in an evolving marketplace, noting that while omnichannel and online shopping has increased in importance, shoppers are still very keen to touch, try and experience a product – so high street retailers have plenty to think about when it comes to satisfying pent-up demand. He also discusses the increased use of electronics at home, how Gekko has delivered training during the pandemic, and the way sustainability and localism will affect retail strategies.

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5. How does a global agency stay agile?

Mon, 29 Mar 2021 08:13:41 GMT

Essence is perhaps the original ‘digital-first’ media organisation – but how does it evolve with changing needs? CEO Kyoko Matsushita explains how the global business stays nimble, their shift towards measurement, and how they bring together media, creativity and analytics. She also tells Jane and Seth about what advertising can learn from gaming, what the world can learn from Asia, and how the industry is approaching gender balance and sustainability.

Hosted by Jane Ostler and Seth Rogin.

4. How can you use AI for better outcomes in media?

Mon, 15 Mar 2021 02:00:00 GMT

Xaxis is known for programmatic media buying – or ‘transforming digital media into business outcomes’. But how is it managing to balance artificial and human intelligence? Short-term and long-term business outcomes? Brand-building activity and performance marketing? Smart targeting and winning creative? CEO Nicolas Bidon explains how they approach these challenges, as well as those around measurement (with the deprecation of third-party cookies), using first-party data in smart ways, brand safety, and the increasing digitalisation of media channels.

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3. How can social influencers help brands?

Mon, 01 Mar 2021 01:00:00 GMT

With online platforms and audiences going through some big changes lately, it could be the ideal time to address or improve your influencer strategy. Karyn Spencer is Global Chief Marketing Officer at Whalar, a global tech-powered influencer agency, connecting brands with top social media creative talent. In this episode, she tells Jane and Felipe about Whalar’s work and mission, including its commitment to supporting Black talent with the Crib Around The Corner, and the huge business opportunity around connecting to more diverse audiences. Karyn talks about the potential journey from social influencer to Hollywood star, the value of authenticity when it comes to brand partnerships with influencers, and why TikTok in particular has been the perfect antidote to a stressful year…

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2. What is changing in the world of advertising?

Mon, 15 Feb 2021 01:00:00 GMT

It wouldn’t be absurd to think a global pandemic would hit the ad industry. But predictions of 15 or 20% decline turned out to be pessimistic: This Year Next Year, by Brian Wieser, Global President of Business Intelligence at Group M, finds that advertising will end up at declining by “only” 5.8% on an underlying basis in 2020 (excluding-U.S. political advertising). So what HAS the impact of COVID-19 been on media budgets and allocations? Is EVERYONE using digital ads, and how should platforms build better advertising products? And can we reasonably predict what will happen next?

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1. How will radio and out-of-home advertising evolve?

Mon, 01 Feb 2021 08:59:40 GMT

People listened to more radio during 2020, especially during periods of lockdown. Confined to our homes, we also saw less outdoor advertising. How did brands and media owners deal with the scenario, and make the most of a difficult situation? Oliver Deane, Director of Commercial Outdoor & DAX (Digital Advertising Exchange) at Global, the Media and Entertainment group, tells us what they have seen. He explains how listener behaviour and attitudes have changed, and how radio, OOH, and advertisers have adapted to the challenges of COVID-19. He discusses the rise of digital out-of-home advertising, and the various benefits of this format – along with some examples of how brands are taking advantage of its flexibility.

*Digital listening uplift in 2020 refers to when the UK went into lockdown, 23 March to 31 Dec for 2020 vs. 23 March to 31 Dec 2019.

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73. How can brands make the most of Snapchat?

Mon, 07 Dec 2020 02:00:00 GMT

We know from Kantar’s COVID-19 Barometer that social media usage grew during the 2020 lockdowns. But what changes did Snapchat see? We speak to Andy Pang, Head of International Measurement & Insights at Snap Inc., about media consumption habits and the demographics of the Snapchat user base. Andy also discusses how advertisers are using the platform, and the innovative augmented reality ad formats that help them grab attention… and even convert shoppers. Finally, we delve into a study Kantar did with Snap, looking at attention and brand loyalty amongst Snapchat users. Are young people skipping ads and missing the message? And what does the future of Snapchat content mean for brand partners?

Future Proof will be back in 2021!

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BONUS: What’s next for marketing? with Mark Read, WPP

Mon, 23 Nov 2020 01:00:00 GMT

In this episode, Jane Ostler and Andrew Stephen speak to Mark Read, the CEO of WPP, the world’s largest marketing and communications company, operating in 112 countries. Discover how it was affected by COVID-19, and what has changed in the media and marketing landscape as a result of the pandemic. How has WPP been helping clients to “react, recover and renew”? What is really going on with the “digital acceleration”, and are all companies really ecommerce companies? As we move into 2021, will we see a move from activism to action, or a new approach to social media as context becomes ever more important to advertisers? And why do brands need to figure out their “data story”?

Read our Media Trends & Predictions for 2021.

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72. Where do great ads thrive?

Mon, 16 Nov 2020 06:00:00 GMT

As brands have had to adapt their media plans during COVID-19, some changes might be temporary – but some represent an acceleration of more fundamental trends, says Huw Griffiths, Chief Product Officer at UM Worldwide. So what is going on? And where will marketers invest more next year? Including findings from the latest Kantar Media Reactions study, this episode looks at the relative importance of targeting, receptiveness, cost, attention and proving ROI; the right time to invest in advertising within new media environments (and the smart questions to ask first); and why it’s crucial to account for the uniqueness of every channel in your media mix… while keeping your campaign creative integrated.

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71. How did BlackRock find its purpose?

Mon, 02 Nov 2020 01:00:00 GMT

If you think your business doesn’t need a purpose, you are wrong. Customers (and top talent) expect companies to advance society and make the community stronger – to have a purpose that transcends profits. But you don’t have to singlehandedly change the world.

According to CMO Frank Cooper III, BlackRock found its purpose through listening to employees, and understanding what defined “BlackRock at its best.” By looking inward, rather than outward, they were able to come up with a purpose people could connect with... and find myriad ways to act on it. Sustainable investing, for example, is now a central pillar of their operating model.

In this episode, Frank tells us about the BlackRock journey, how you can find your purpose as an employee, and some of the ways to bring environment and sustainability into the heart of a business.

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70. What is authentic marketing?

Mon, 19 Oct 2020 04:30:00 GMT

“Purpose” is discussed a fair bit in marketing circles, but Larry Weber – founder of Weber Shandwick and more recently communications agency Racepoint Global, and author of six books on marketing – has something new to say. In this episode, and in his latest book Authentic Marketing: How to Capture Hearts and Minds Through the Power of Purpose, Larry covers the connection between corporate and moral purpose, the meaning of ‘authentic marketing’, and the role of technology and innovation in bringing purpose to life. Larry argues that moral purpose sits at the intersection of corporate mission (which should be a verb, not a noun); customer engagement programmes (a better way to think about ‘marketing’); and the technology you use as a business. Touching on measuring purpose, the responsibilities of social media platforms and advertisers, and the evolution of computing, Larry illustrates a vision of authentic marketing based around action – storydoing not storytelling.

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69. What makes JD.com a winning brand?

Mon, 28 Sep 2020 01:00:00 GMT

Making gains of 24% in its brand value (2020 BrandZ™ Top 100 Most Valuable Global Brands), JD.com is well placed to offer advice on building and maintaining a successful brand – even during a global pandemic. The company’s VP of Corporate Brand, Major Zhu, tells us how the company has pivoted, the crucial competitive advantage of deep customer knowledge, and the role of brand at JD.com. He looks at some of the ways technology was able to help them better serve customers during the COVID-19 outbreak, and discusses their global expansion – with some advice for ‘foreign’ companies looking to enter the Chinese market.

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68. Why do attitudes about gender equality matter?

Mon, 14 Sep 2020 04:30:00 GMT

UN Women, in partnership with Unstereotype Alliance, AT&T, Johnson & Johnson, Procter & Gamble, Unilever and Kantar, launched the results of the Gender Equality Attitudes Study in June 2020. In this episode, we learn more about this project from Dan Seymour, Director of Strategic Partnerships at UN Women, and Rosie Hawkins, Chief Offer and Innovation Officer, Insights Division at Kantar. Discover how the study was conducted across 10 markets, the surprising (and less surprising) results in terms of attitudes across the world, the likely impact of such work – and how it can be applied to government and NGO work as well as brand, marketing and insights. The guests also touch on the impact of COVID-19 on women and equality, and the underlying perceptions and hidden biases that continue to block our progress towards a fairer society, unless we take decisive and progressive action.

Hosted by Andrew Stephen, Associate Dean of Research, L’Oréal Professor of Marketing and Director of the Oxford Future of Marketing Initiative at Saïd Business School, University of Oxford.

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67. What makes a winning advert?

Mon, 31 Aug 2020 05:00:00 GMT

“With great purpose comes great scrutiny.” How do you bring brand purpose to life through advertising? And how do you do so in a way that is still creative, and effective for the brand in question? We speak to Mike Watson of Wunderman Thompson, the agency responsible for the fantastic localised advertising campaign for HSBC where stats around homelessness where put front and centre. As this was the top ad in our Creative Effectiveness Awards this year, we ask Mike: how did it come about? Where do you start when it comes to purpose-led advertising? And what are the secrets of building good campaigns that capture our attention, and move us to action?

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66. How has COVID-19 challenged media agencies?

Mon, 24 Aug 2020 05:00:00 GMT

When we last spoke to Nick Lawson in Cannes in 2019, the media world looked quite different. In this conversation, recorded in July after Nick’s appointment as Global CEO of MediaCom, he tells Kantar’s Jane Ostler the most common client questions that have been asked during the coronavirus outbreak, and how they are being answered. They discuss the media trends that have been or will be accelerated, the need for more dynamic creative messaging, and the renewed focus on proving marketing ROI. They also talk about how media channels have weathered the COVID-19 storm, changing media usage patterns, and how agency employees are coping with working from home.

With so much change in the last 20 years, notwithstanding the current economic crisis, what are the main challenges to marketers, and how can they work better with agencies to achieve increasingly complex goals?

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65. What does the future hold?

Mon, 17 Aug 2020 05:00:00 GMT

What happens next? What will change? Of the changes we’ve experienced already, what will persist? One thing is certain: our views on the impact of the pandemic are changing by the day. Looking at pessimistic, optimistic and realistic angles, Rohit Talwar (Fast Future) and J Walker Smith (Kantar) explain their thinking on what the critical shifts are likely to be, what’s going to happen around society and policy, the role of governments in the economy, and of course the implications for business, brands and marketers.

The future will depend on decisions and actions taken now (and how quickly they are made), and how long the pandemic lingers; some industries – like some countries – will feel the effects more deeply. But all businesses should be planning for worst-case scenarios, looking at their supply chains and organisational models, and embracing that well-worn marketing buzzword: agility. Our ability to adapt, innovate and learn will be a key factor in resilience and recovery… even if some consumers are left scarred by this ‘Black Swan’ event for many years to come.

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64. Why should brands care where their ads appear?

Sun, 09 Aug 2020 16:00:00 GMT

Co-founder of the Sleeping Giants campaign, and now brand safety consultancy service Check My Ads, Nandini Jammi was a tech marketing generalist until she stumbled into the murky world of online adverts – more specifically, the kind of sites where they could end up. While she admits it’s hard for all marketers to be ad tech experts, she has spent the last 4 years campaigning for brands to proactively check where their ads are placed, and stop supporting websites that promote hate or disinformation. Nandini tells Jane and Felipe about the pitfalls for advertisers when they focus solely on reach, how her campaigning has changed consumer culture, and the “win-win” of clearly aligning your marketing – and online advertising placement – with your brand values.

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63. Why should brands embrace the circular economy?

Mon, 03 Aug 2020 07:52:59 GMT

As a professional sailor, sailing round the globe, Ellen MacArthur made a revelatory realisation about the wasteful nature of our (centuries-old) linear economy. Ten years on, the Foundation seeks to connect organisations with the right resources to become “restorative and regenerative” rather than “consumptive and extractive”. But what is the economic argument, beyond the social and environmental ones, about moving to a circular economy? Where can brands get started, and how has COVID-19 chivvied them along? And what are brands doing right now to innovate and make sustainable change?

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62. What does it mean to be color brave?

Sun, 19 Jul 2020 16:00:00 GMT

What is the difference between being “color blind” and being “color brave”? Why does it matter? How can brands be braver when it comes to inclusion, diversity and equity? And what is it about this moment in time that has brought color bravery to the fore? Felipe Thomaz (Associate Professor of Marketing, Saïd Business School) speaks to Melissa Hansberry and Stephen DiMarco from Kantar, about this ongoing work – research into color bravery – and the role of brands in shaping and ultimately improving society.

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61. How do we make fashion sustainable?

Mon, 29 Jun 2020 08:23:57 GMT

As consumer preferences and brand promises shift towards a more sustainable approach – considering and minimising our environmental impact – what changes can we all make to reduce clothing and apparel waste? And how can brands get involved? Eshita Kabra-Davies set up fashion rental app By Rotation in 2019, to allow people to rotate their wardrobes, enjoy luxury brands cost effectively, and reduce their carbon footprint. As the app evolves and the renter and lender numbers grow, she has plenty of interesting insights about what can and should change in the world of fashion, the habits and requirements of modern shoppers, and the importance of community as you build a business.

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60. Why should you care about TikTok?

Mon, 15 Jun 2020 17:01:33 GMT

Jane and Andrew speak to Jorge Ruiz, Head of Marketing Science at TikTok, about why the app is seeing a surge in popularity, and why it’s ideal for these uncertain times. What is special about the short-form video platform? Why has it been particularly important during COVID-19 lockdown periods? And how can advertisers get involved?

Kantar data shows that TikTok has broad appeal, and Jorge discusses why it’s so attractive to so many types of audience, gives examples of engaging campaigns, and explains the best way to approach using the platform.

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59. What happened to Cannes Lions?

Mon, 08 Jun 2020 07:44:22 GMT

With the fear and uncertainty posed by a global pandemic, Ascential – the company that runs Cannes Lions – this year made the difficult decision to cancel the festival. But what does that mean for the business, for the advertising industry, and for the world of events? We hear from Philip Thomas, Chairman of Cannes Lions and president of Ascential Marketing, on the difficult decision to cancel the event, and the awards. He discusses the digital events they will be running in June instead (Lions Live), the value of having close customer relationships, and what is happening to creativity and brand ‘purpose’ as we address the COVID-19 crisis.

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58. How is radio coping with COVID-19?

Mon, 01 Jun 2020 07:09:07 GMT

How do you produce radio in lockdown? When you have committed to keep broadcasting 24/7? Kantar’s Jane Ostler spoke to Steve Parkinson, MD of Bauer Media’s national radio brands in the UK, about the steps they’ve taken, the technology they’ve relied on, and what happens next for the commercial radio stations that are now broadcasting from people’s homes. Steve touches on some of the challenges – like reconsidering obituary procedures, and helping advertisers get the tone of their campaigns right – and the important role of radio during difficult times. With consumption on the rise, how has their approach (to programming, scheduling, news and music rotation) augmented to fit our new daily routines? And what changes (to this very resilient media format) are likely to persist?

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57. How does politics affect brands in America? with Joel Benenson

Fri, 22 May 2020 13:35:23 GMT

Walker Smith speaks to Joel Benenson, founder and CEO of the Benenson Strategy Group, a leading political and corporate strategist, and formerly American ‘Pollster of the Year’. As the US enters election season, and faces the huge challenge of a global pandemic, how is the relationship between politics and business changing? Joel talks about the state of US politics and levels of polarisation, the affect on brands and the changing nature of customer demand, and the importance of employee sentiment – and measuring that accurately – in building strong brands.

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56. Does conversational AI give us better insights?

Mon, 11 May 2020 08:11:03 GMT

How much would you tell a chatbot? Tara Prabhakar interviews David Wright and Karlien Kriegler, innovation specialists at Kantar, about the work they’ve been doing around conversational AI and the fascinating results of some client projects in this space. Describing the (fast) evolution of chatbots, David and Karlien explain how new approaches to research – featuring chat, AI, natural language processing and some human insight – can bring together the best of qualitative and quantitative research methods, and gives us richer insights into consumer behaviour, sentiment and reasoning. What’s the right persona? Why does context matter? How do you get the right balance of friendly and probing? And what’s next?

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55. How can search data build a winning content strategy?

Mon, 27 Apr 2020 08:45:15 GMT

How do you create content that people really need, and want to read? The smartest route is to start with search data, and use the insights to write engaging evergreen articles. This is what Sergey Lesnikov, Senior Global Digital Marketing & Ecommerce Manager at Philips, did with his team and partners Mavens of London in order to create the Male Grooming Experience Center, a digital hub for useful content around male grooming. Tara Prabakhar asks Sergey what inspired the idea, how it was done, what made it so successful, and the role of AI in the future.

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BONUS: How will COVID-19 affect media and advertising?

Mon, 20 Apr 2020 08:49:44 GMT

Host Professor Andrew Stephen chats to Jane Ostler, Daren Poole and Andy Brown, media and creative experts from Kantar, to find out what the coronavirus means for media and advertising. What happens if brands stop advertising? How are our consumption habits changing? And what makes a good piece of creative at this time?

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54. How do consumer conversations affect your brand?

Mon, 13 Apr 2020 16:21:16 GMT

How do you measure the conversation around your brand, and what can you do with that information? Walker Smith talks to Ed Keller, CEO of Engagement Labs and Kevin Moeller, Head of Media Insights & Analytics, PepsiCo North America, about the role of word-of-mouth marketing, the importance of measuring both online and offline conversation (and how you can do that) and the applications of these insights. How do you separate the signals from the noise? How can positive (and negative) conversation about your brand or product feed into your strategy? And can you put a dollar value on word of mouth, and show its impact on ROI?

Please note: This episode was recorded prior to the COVID-19 pandemic.

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BONUS: How is COVID-19 impacting customer experience, and financial services?

Thu, 09 Apr 2020 10:41:42 GMT

As the pandemic changes how people deal with businesses (and each other), Walker Smith and Barbara Cador discuss the possible responses when it comes to customer experience, particularly in the banking sector, as people worry more about their financial situation. Will this speed up digital transformation in financial services, or reinforce the importance of a human touch? What differences and similarities are we seeing in various markets around the world when it comes to consumer needs and preferences? And how will this change our relationships with banks, and our feelings about the ways they use our data?

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BONUS: How can brands survive COVID-19?

Fri, 03 Apr 2020 16:55:21 GMT

Data from years of Kantar and BrandZ research indicates clearly that the best way to survive an economic downturn (and to bounce back more quickly when it's over) is to have a strong brand. But what does that mean? How can you achieve it? Does purpose play a part? And what can brands do right now to ensure that they remain salient and meaningfully different? Chief Global Analyst Nigel Hollis and Head of Research for BrandZ Martin Guerrieria tell Jane and Felipe what matters most at a time like this... and it certainly isn't cutting prices.

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BONUS: What lessons can brands learn from China?

Tue, 31 Mar 2020 10:26:36 GMT

The spread of coronavirus is disrupting brands from every industry, across the world. But we’ve been through disruption before, says Walker Smith, Chief Knowledge Officer at Kantar, and can learn some lessons from the past. We can also learn from China, where research shows the promise for certain categories, channels and marketing strategies, in the face of this global pandemic. Oceanne Zhang, Director of Consulting at Kantar in China, talks us through some of her team’s findings: new consumer attitudes and mindsets, product innovation by the more agile businesses, and creative approaches to retail. They discuss the importance of staying close to customer needs, building relationships, and the areas your brand should be focused on if it wants to see growth in the longer term.

Hosted by Felipe Thomaz, Associate Professor of Marketing, Saïd Business School

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BONUS: How will COVID-19 change global healthcare?

Thu, 26 Mar 2020 10:55:05 GMT

As the pandemic changes lives across the world, how are healthcare systems responding? Where are consumers going for information and advice, and what does that mean for the future of delivering health and aftercare services globally? We ask Jade Cusick, Oliver Bone and Julia Liu to share their insights from the US, Europe and of course China, to see where the challenges and opportunities are emerging.

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BONUS: What is the impact of COVID-19 on grocery and retail?

Tue, 24 Mar 2020 20:56:31 GMT

What has happened to sales in supermarkets? Are patterns emerging in different countries across the world? And what should we expect to see next, when it comes to retail and consumption habits? Fraser McKevitt speaks to Jason Yu and Ray Gaul to get perspectives from China, Europe, and the UK, and to discuss what trends Kantar has spotted in sales, usage and retail approaches.

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53. What is the future of sustainable urban mobility?

Sun, 15 Mar 2020 20:45:35 GMT

People are desperate for more sustainable transport choices – and are keen to change how they get around cities, as long as they feel safe and have some flexibility. That’s where Cyclo Technology’s new innovation could be helpful: a 'packable' helmet for the urban rider, made from reclaimed plastic that will make hiring a bike or commuting on your own a lot more appealing. How have they tackled customer research and product development? What is possible when it comes to creating a sustainable supply chain? What can bigger brands learn from startups? And what else is happening in urban mobility to help us all make more sustainable choices?

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52. What’s not going to happen in marketing?

Sun, 01 Mar 2020 13:00:00 GMT

Things change in marketing all the time, and marketers get more excited with each new technological ‘innovation’. But we could be getting ahead of ourselves, says strategy consultant and Web Curios writer Matt Muir. If we are really honest with ourselves, what will NOT happen in 2020? What does he think we should strike from our list of predictions? What is missing from the list? And which words do we need to define better, or remove from our vocabulary entirely? Matt talks authentic influencers, alternative realities and generational tipping points with Andrew Stephen and Jane Ostler.

Warning: Some colourful language in this episode. Not for the easily offended!

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51. What’s next in media and marketing?

Sun, 16 Feb 2020 12:37:27 GMT

As Kantar releases its annual Media Predictions report, forecasting the likely changes for media in 2020 and beyond, Professor Andrew Stephen asks experts Jane Ostler and Margo Swadley to comment on some of the trends they are seeing. Touching on the business models of streaming services, the untapped potential of audio, why influencer marketing needs to grow up, and the rise and rise of esports, Jane and Margo discuss not only the changes in channels and usage, but their advice for brands and marketers looking to get better returns on their media investments.

Download the Kantar report here.

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50. What’s changing media agencies in 2020?

Sun, 02 Feb 2020 16:35:33 GMT

Recently returned from CES in Vegas, Marco Rimini (Chief Development Officer at Mindshare) feels he has glimpsed the future – as well as a few things that probably won’t come to be. So what’s likely to change in the media world, and particularly the media agency, in the next year… or even decade? Marco tells Jane and Andrew about the rise of shoppable content and how it affects the traditional media plan, the inspiration we can get from China, the role of data and analytics in media planning, and the changing nature of agency-client relationships. He touches on some big ethical debates: where is the legislative framework for the use of AI? Will customers mind a more ‘predictive’ marketing approach? And what can media agencies do about climate change?

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49. How do you transform marketing in a 500-year-old business?

Sun, 19 Jan 2020 17:10:55 GMT

You don't get much more traditional than Oxford University Press: over 500 years old, its roots dating back to 1478 when the first book was published in Oxford and home to the renowned Oxford English Dictionary. Today the Press has 6000 employees, operates in 190 countries and 40 languages, and offers a huge range of products and services, from pre-school educational materials to scholarly works.

Sarah Ultsch, Director of Marketing at OUP, tells Andrew and Julie how the organisation is transforming, and how marketing operations in particular are evolving, in a radically changing market. How do they ensure they are still relevant and serving their community of educators and learners for the next 500 years?

Sarah suggests that people and processes – the right skills, frameworks and culture – are the most important asset, but that applying the right technology, tools and data is key to servicing their changing customer. As people read less, are time poor, have higher expectations and consume more multimedia content, how can OUP serve up the right content (whether pedagogy, definition, article or chapter) at the right time on the user's preferred channel? And how can they organise themselves to ensure employees are engaged and coming up with great, scalable ideas? Like the University to which it belongs, OUP believes in the transformative power of education. So what are they learning as they bring marketing into the modern day?

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48. Why does marketing need to be sustainable?

Tue, 07 Jan 2020 10:27:11 GMT

Too many marketers still believe that sustainability in marketing comes at the expense of cost-effectiveness – when, increasingly, adopting sustainable marketing can improve commercial performance. So says David Radford, former CMO of Allianz in the UK and Associate Fellow of Said Business School. David's contention is that marketing needs to get its house in order when it comes to sustainability. As our marketing output is one of the most visible aspects of a business, he says, and as consumer opinion shifts dramatically, it simply makes good business sense for marketers to prioritise a more sustainable approach – even if the wider organisation has yet to adopt a sustainable business strategy. So what does "sustainable marketing" look like? And what are the wider business and societal implications?

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47. How can you make the most of chatbots?

Fri, 20 Dec 2019 15:20:24 GMT

There are more and more times when we find ourselves talking to what might seem like a person, but it’s actually a bot, often powered by AI. But what does the research say about the best way to use them? What can businesses do differently to improve their reputation, and get deeper customer insights?

Professor Andrew Stephen, L’Oréal Professor of Marketing at Saïd Business School, takes us through some recent research his team has conducted around the impact of anthropomorphised (human-like) chatbots in customer service. Their assessment of thousands of real interactions, as well as some experimentation, has revealed that the more human a chatbot seems (even if the correspondent knows it is not human), the more we expect it to be effective. As he reveals, there are serious implications for brands in terms of how they deal with angry customers – not just in terms of resolving issues, but also related to longer-term brand preference and purchase intent.

Julie Kollman, Chief Research Officer at Kantar, talks about some of the work we’ve been doing with chatbots in actually gathering insights. Replacing existing survey tools in the right occasions, chatbots have proven to be highly effective at getting us to deeper, richer insights – and probably more truthful responses. She explains some of the use cases, the cultural differences when it comes to willingness to engage with a research bot, and the way the technology is constantly advancing to provide ever better insights.

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46. What makes marketers inspiring?

Mon, 09 Dec 2019 04:00:00 GMT

Michael Fanuele has written about the Six Skills of Inspiration in his new book, Stop Making Sense. In this episode, we speak to Michael in New York about why inspiration matters, what it can achieve, and how an individual – particularly a leader – can become more inspiring. As it turns out, it might mean turning our backs on rationality… We also touch on the role of planners, the role of agencies, his creative director role at General Mills and the balance big brands need to strike between outsourcing and in-housing, emotion and reason, and short-term and long-term goals.

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45. How can you make the world a better place?

Wed, 27 Nov 2019 10:57:47 GMT

Daianna Karaian has always worked at the intersection of sustainability and business, helping brands make money while also making a difference in the world. Now she has set up Thought Starter & Thoughtful Works, to help businesses and individuals actually walk the talk. We speak to Daianna about the Thought Starter kit and its basis in Martin Luther King’s 'six steps of non-violent social change', and how people and organisations are using it to make a real difference. We discuss the best examples of companies who have used their core competency to turn a negative impact on the world into a positive one. And we talk about how brands can enable their employees to put the brand’s purpose into their everyday activities at work, so that lofty goals can actually be met.

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44. How do you produce news in a digital world?

Tue, 05 Nov 2019 10:00:00 GMT

What’s involved in producing news? And what’s new about news in a more digital-focussed world? Inga Thordar, Executive Editor of International, CNN Digital Worldwide, tells Jane Ostler and Felipe Thomaz what an ‘average’ day looks like, how to find the right news stories for the right audiences, and how you can make news go viral… while still remaining trusted, non-partisan and distinctive.

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43. How do you delight Indian banking customers?

Wed, 30 Oct 2019 15:32:20 GMT

What makes a bank successful? How do you attract and retain customers in the Indian banking market? And what role does technology play? S. Ramakrishnan, Head of Retail Banking & Wealth Management for HSBC in India, speaks to Andrew Stephen and Amy Cashman about creating a winning customer experience, the benefits of being a multinational business, the future growth opportunities and how they are partnering with fintechs to make improvements to their service in an agile way.

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42. How can marketing change a company’s culture?

Fri, 11 Oct 2019 13:16:24 GMT

The Racing Post was set up in 1986 to provide expert insights to fans of racing. But how does it approach marketing today? What does the future look like for the publisher? And how is this digital transformation linked to the internal culture of the business? Louise Agran, CMO at the Racing Post, gives Andrew Stephen and Amy Cashman the lowdown on the business model at this heritage brand, the pros and cons of a very engaged audience, and the work she’s done to embed new values – ‘postmarks’ – in the business.

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41. Are marketers realising the full potential of AI and machine learning?

Sun, 06 Oct 2019 16:00:00 GMT

Can we use machine learning algorithms to better understand consumers? How they truly feel, simply by looking at their face or reading their Tweets? If not, why not? Dr Natalia Efremova of the University of Oxford talks about the current research, the potential of AI and machine learning, and the power it might have not only in marketing but in achieving social goods. She also touches on why it’s so difficult to get sophisticated information from algorithms, how to avoid bias, and the importance of education in order to get this right.

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40. What is the value of creativity? with Perry Nightingale

Sun, 29 Sep 2019 14:00:00 GMT

How can we measure creativity? It's a big question, and a big challenge - but one that WPP's Perry Nightingale is keen to answer (with a little help from Oxford University and the Future of Marketing Initiative). In the second part of Andrew and Jane's conversation with Perry, we hear about Perry's creativity school, infusing creativity into an organisation, what has changed in the last 10 years (and what might happen next), along with Perry's views on how advertising agencies can find, encourage, retain and empower creative people.

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39. Why does the adtech market need to change?

Mon, 23 Sep 2019 16:00:00 GMT

Kirk McDonald, CMO of advertising and analytics company Xandr, talks to Jane Ostler in Cannes about his views on the digital landscape – how digital advertising is analogous to the food supply chain, why Xandr’s mission is to ‘make advertising matter’, and how a great user experience can go hand in hand with effectiveness for marketers and efficiency for publishers. Kirk believes we can use technology in smart ways to deliver highly personalised ads, but he argues that the whole industry should endeavour to make things simpler, reduce the jargon, and acknowledge that data isn’t everything.

Read the latest relevance report from Xandr and Kantar.

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38. What is the future of automotive? with Mat Heinl

Sun, 15 Sep 2019 16:00:00 GMT

There is a lot of disruption in the world of ‘mobility’ – but what does that actually mean? What does it take to launch a ‘mobility’ product? How will marketing teams encourage consumers to adopt new platforms and travel methods, including autonomous vehicles? And what do these innovations mean for traditional car and transport brands, other types of businesses, and society at large? Mat Heinl, CEO of Moving Brands, talks cars, sandwiches, horses and ice cream vans with Andrew and Jane.

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37. Why does eBay advertise on TV? with Gareth Jones

Mon, 09 Sep 2019 09:08:04 GMT

There is a lot people don’t know about eBay, says Gareth Jones. In order to bust some of those myths – around things like delivery and newness – the online shopping platform is spending more and more on traditional media channels like radio and TV. Telling these stories and reaching a wider audience is helping them achieve longer term success, he explains, and complements their digital advertising approach nicely. So how does it work? How can “digital” principles be applied to things like radio and TV ads? How is it all measured? And what’s next for eBay?

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36. Can a machine be creative? with Perry Nightingale

Sun, 01 Sep 2019 16:00:00 GMT

Technology and data now sit at the heart of marketing, and AI has quietly embedded itself in our culture. But how can we use it to produce adverts that make an impact? Why is human creativity still important? And what are the big questions we need to be asking about evolving technology... not just from a business perspective, but for society as a whole? In part one of a two-part discussion, Perry Nightingale shares his wisdom with Professor Andrew Stephen and Jane Bloomfield.

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35. Can marketing make us enjoy food more? with Dr Cammy Crolic

Sun, 25 Aug 2019 22:57:44 GMT

If enjoying food makes us choose to consume more of it, then learning how to trigger greater levels of enjoyment could be a valuable tool in a brand’s repertoire. How can you encourage consumers to buy, consume and enjoy your products? What if they really think they won’t like the flavour combination? And why do choices around packaging – size, wording and related ‘content’ – matter? Andrew and Tara talk to an expert, Dr Cammy Crolic, to find out.

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34. How can we make online advertising better? featuring Teads

Thu, 15 Aug 2019 16:45:30 GMT

How do you bridge the gap between creative and media teams to deliver more effective campaigns? How do you encourage users to actually watch a video ad on their mobile device? And how do you achieve mass reach without losing personalised, contextual relevance? These are just some of the questions Jane and Felipe discuss with Grant Gudgel, the head of Teads Studio in North America. They talk AR, AI, chatbots, interactive creative, user friendliness and the sound on/sound off debate, to understand how the industry at large can innovate to make online advertising better.

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33. How can brands make the most of Pinterest? with Jon Kaplan

Fri, 09 Aug 2019 11:26:25 GMT

What makes Pinterest different to other platforms? Jon Kaplan, Global Head of Partnerships, explains to Jane and Felipe how users (or Pinners) actually appreciate content from brands on this channel, as they find inspiration for everyday products, seasonal ideas, or major life moments such as planning a wedding, a new baby, or house renovations. Jon tells us what innovations are new and coming soon, why these changes make Pinterest an even better place to advertise, and how marketers can make the most of the platform. Recorded live in Cannes in June 2019.

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32. What’s changed in the agency world? with MediaCom’s Nick Lawson

Fri, 02 Aug 2019 12:33:08 GMT

Nick Lawson, CEO EMEA and client practice lead at MediaCom, spoke to us in Cannes about the changing world of the media agency, how the industry has evolved, why clients look to media agencies for growth solutions… and what the future might look like. Will technology replace people, or just boring tasks? What skills do agencies need? What role can media agencies play? And why has Nick stayed at the same company for 28 years?

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31. Why is Spotify getting into podcasts? with Danielle Lee

Tue, 23 Jul 2019 09:13:28 GMT

The Culture Next global trends report from Spotify explains how younger audiences are changing – experiencing screen exhaustion and re-evaluating their relationship with digital media, they are moving to new channels and expecting new, personalised but connected experiences. With these trends and the ubiquity and innovation in audio, says Danielle Lee (Global Vice President, Partner Solutions at Spotify), it is a perfect time for agencies and brands to consider getting creative on platforms like Spotify. But how do they do that? What does good look like? And why is Spotify launching Spotify Originals (and signing deals with the Obamas), to capitalise on a growing interest in longer form podcast content? Find out.

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30. What’s it like to work at Facebook? with Steve Hatch

Sun, 21 Jul 2019 16:00:00 GMT

Steve Hatch, Vice President Northern Europe at Facebook, and former CEO at MEC (now Wavemaker) talks about the difference between his current job and working at an agency, and what has changed at Facebook in the last few years – particularly recently, in terms of promoting the social good done by the platform, and minimising harm. He also tells Jane Ostler about the latest innovations and applications for tech like AI and virtual reality, and how Facebook is working with influencers and brands, and joining up some of its services, to provide a better experience for consumers.

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29. What makes a game-changing CMO? with Nadine Dietz

Fri, 12 Jul 2019 10:30:20 GMT

What is the role of the CMO? How is it changing? And, most importantly, what makes a really good one? Jane Ostler interviews Nadine Dietz, chief community officer at AdWeek and host of the CMO Moves podcast, during Cannes Lions 2019. Nadine talks about her conversations with CMOs, the traits she finds they have in common, what they do differently… and even some of the secret dreams they hold.

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28. How can marketers bring more joy to their work?

Mon, 08 Jul 2019 09:53:45 GMT

Jane and Andrew speak to Bruce Daisley, VP EMEA for Twitter, about the role the platform plays in society and the marketing mix, as well as his own work around positivity at work. Bruce discusses recent innovations at Twitter to make conversations healthier, the best ways brands can use Twitter (both for starting conversations and gathering feedback to use as fuel for a campaign) and what makes posts go viral. He also explains why those of us working in media may be burning out – and makes some recommendations for how to find joy (and some boredom) at work and actually be more productive.

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BONUS: Why should we care about brand value?

Wed, 03 Jul 2019 14:49:55 GMT

June saw the release of the BrandZ Top 100 Most Valuable Global Brands of 2019, with Amazon taking the top spot for the first time. But why does it matter? How does it work? And what makes the difference between a top performing brand and those that drop off the list? Doreen Wang, global head of BrandZ for Kantar, tells Jane Bloomfield about the key themes, provides insights for growth and offers up some interesting case studies from this year’s global ranking.

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27. How does Google balance creativity and technology?

Mon, 01 Jul 2019 08:02:19 GMT

With more data at our disposal than ever, new tools, new tech, machine learning… are machines about to replace creatives? Tara Walpert Levy (VP, Agency and Brand Solutions at Google) says no, but brings to life several examples of where technology and insights – specifically from Google – are empowering creatives and creative work. On the stage at Google Beach as part of Cannes Lions, she discusses Google’s role in the creative ecosystem, innovations in advertising and targeting, and some of the ways the company is looking at optimisation and effectiveness, and also explains how platforms may be able to support diversity and inclusion efforts.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Ostler, Global Head of Media, Insights Division at Kantar.

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Live at Cannes Lions: Does the ad industry need to be overhauled? with Cindy Gallop

Fri, 21 Jun 2019 15:37:38 GMT

We know that marketing think they are doing a good job when it comes to gender portrayal... while most consumers actually don't feel they are accurately reflected in advertising. Cindy Gallop, CEO and Founder of MakeLoveNotPorn, argues that the only solution is hiring and promoting more women within the advertising world, and ensuring that women are writing, creating, producing, directing and approving adverts. So what needs to change in the ad industry, and in brand marketing teams? Why is progress so slow? And where does humour, sex and busting taboos fit into the story?

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Live at Cannes Lions: Why should creatives embrace AI?

Thu, 20 Jun 2019 15:26:08 GMT

Today at Cannes Lions, Jane Ostler spoke to Chris Duffey, Head of AI Innovation and Strategy at Adobe and Anthony Reeves, Chief Creative Officer, Wunderman and WPP ACE, who has also been ECD at Amazon. They discussed the real applications of AI – the truth beyond the hype – and the way it might change the role of creatives and the structure of the agency. The lively debate covers the importance of emotional integrity, the feedback loop, personalization plus reach, and the future for artificial intelligence.

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Live at Cannes Lions: In a tech-centric world, how does Unilever retain its place in the cultural conversation?

Wed, 19 Jun 2019 15:36:14 GMT

BrandZ data shows the biggest brands in the world are now technology brands. Where does that leave brands who make physical products and companies like Unilever? Kantar’s Jane Ostler speaks to Sophie Galvani, Global Brand Vice President for Dove Masterbrand, Unilever, about the way Dove and Unilever connects with consumers, raises confidence and self-esteem in young women, partners with third parties and platforms, uses technology in interesting ways and creates real, innovative brand experiences in retail environments. How do they find a place in a tech-dominated society? Listen now.

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Live at Cannes Lions: What’s more important, credibility or reach? with @AllThatIsShe & Whalar

Tue, 18 Jun 2019 15:00:46 GMT

Today Jane Ostler speaks to influencer and content creator Dominique Davis (@AllThatIsShe) and Neil Waller, co-founder and CEO of Whalar, the influencer marketing platform, live at Cannes Lions.

As young people in particular spend more and more time online, and with news that Instagram is the fastest growing brand in the BrandZ Global Top 100, the power of social media as a channel for reaching consumers is undisputed. But is reach more important than credibility? Can you have both? Why (and when) does influencer marketing work, what does success look like, and how is it likely to evolve in the next few years?

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Live at Cannes Lions: Why are we still talking about brand purpose? with P&G

Mon, 17 Jun 2019 15:35:43 GMT

Welcome to Future Proofing Creativity, recorded live at Cannes Lions in June 2019.

This episode features Hesham Tohamy, head of P&G’s North America Feminine Care business, and Global Leader for the Always brand.

At Kantar, we know brands with purpose have a higher brand value. But what does purpose mean, and has that meaning changed in the last few years? Why does a brand need to have a purpose, and how does it manifest in the business? What does this look like for Always and P&G in general?

Hesham tells Kantar's Jane Ostler about various initiatives that are improving the lives of girls and women across the world, including destigmatising menstruation, the #likeagirl campaign and the fight to #endperiodpoverty.

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26. What can advertising do about “toxic masculinity”?

Sun, 09 Jun 2019 07:00:00 GMT

How can brands move beyond stereotypes? Why does it matter? And what does it look like in a world where 84 men each week are taking their own lives, due to various forms of crisis? James Scroggs, chairman of the Campaign Against Living Miserably (CALM) and master of the side hustle, speaks to Tara and Andrew about the changing notion of masculinity, the role of brands and the power of advertising when it comes to mental health, and why having a vision of the world you want to inhabit – a “north star” – is crucial for both individuals and organisations.

Hosted by Andrew Stephen, L’Oreal Professor of Marketing at Saïd Business School (Oxford University) and Tara Prabhakar, Global Director of Qualitative, Insights Division, Kantar.

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25. How much branding can you put in branded content?

Fri, 24 May 2019 05:00:00 GMT

Branded content is absolutely everywhere… but why? What format works best, at each stage of a customer’s journey? How transparent should you be? And how much branding is simply too much? Dr Alex Connock, Associate Fellow at Said Business School and founder of Missile Digital, talks to the Future Proof podcast about his research and industry experience, sharing insights for marketers exploring the brave new world of branded content.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Julie Kollman, Chief Research Officer at Kantar.

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24. What is the best way to achieve business growth?

Fri, 10 May 2019 05:00:00 GMT

The Initiative for Real Growth has analysed a huge range of research, including hundreds of C-suite interviews, to uncover the factors that drive sustainable, top-line business growth. In this episode of Future Proof, co-founder of the Institute for Real Growth Marc de Swaan Arons (Kantar) talks us through the findings, and explains what distinguishes an over-performer from an under-performer. He talks about whole-brained marketing, the importance of open cultures and anticipative organisations, how to better define your market and business model(s)… and why humanised growth works best.

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23. How can brands get gender right?

Fri, 26 Apr 2019 13:00:00 GMT

We talk all things gender in advertising with Angeline Martyn, Head of Private Sector Engagement at UN Women (the United Nations Entity for Gender Equality and the Empowerment of Women) and a spokesperson for the Unstereotype Alliance. At the heart of the discussion is the latest AdReaction research from Kantar, looking at how different genders respond to advertising, and what marketers should be doing differently.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Ostler, Global Head of Media, Insights Division at Kantar.

Please help UN Women create a more gender equal world:

Donate Now: https://donate.unwomen.org/en

Learn More: http://www.unstereotypealliance.org/en

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22. How do you name a corporate brand? with Essity

Mon, 15 Apr 2019 07:07:17 GMT

What’s in a name? When you are a global company, known throughout the world for health and hygiene products including TENA, Tork, Bodyform, Libresse, Lotus, Nosotras, Saba, Tempo, Vinda and Zewa, it’s actually pretty crucial. Gabriella Ekelund talks to us about how Essity went about choosing a new name, the approach to stakeholder management, the rebranding process, and the reception it received. She also discusses what Essity means… both literally, and as a corporate brand with a bigger purpose.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Julie Kollman, Chief Research Officer at Kantar.

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21. Future Proof LIVE: What Women Want? Panel Discussion at Saïd Business School

Mon, 01 Apr 2019 08:00:00 GMT

Recorded live at Saïd Business School (Oxford University), a panel of experts talk about the What Women Want? initiative by Kantar, launched in 2018 to explore the last 100 years of marketing to women – and looking at how self-esteem can play an important role for brands looking to reach a wider audience.

The panel was made up of members of the What Women Want? steering committee:

Phillipa Snare, EMEA Marketing Group, Facebook

Justine Roberts, Founder, Mumsnet and Gransnet

Bart Michels, UK Country Leader, Kantar

Felipe Thomaz, Associate Professor of Marketing, Saïd Business School (Oxford University)

Hosted by Hosted by Andrew Stephen, L’Oreal Professor of Marketing at Saïd Business School (Oxford University)

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20. How does the BBC use audience data?

Mon, 11 Mar 2019 11:08:53 GMT

The BBC’s public purpose is to inform, educate, entertain and bring the country together. Measuring and improving this is at the heart of the corporation’s research strategy, as Director of Audiences Nick North explains. So what does the BBC know about you? How are they using customer and behavioural data to create and improve TV and digital content, and the overall quality of the experience? And what can brands learn from the BBC’s approach?

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Ostler, Global Head of Media, Insights Division at Kantar.

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19. Should marketers invest in AI?

Fri, 01 Mar 2019 12:57:58 GMT

Yasmeen Ahmad from Teradata tells us what Artificial Intelligence (AI) actually means, and where it can be valuable for businesses – particularly for marketing teams. Cutting through the nonsense to explain how AI really works, Yasmeen points to the value, the risks, and the key things to consider when you bring AI into your organisation.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Bloomfield, Head of Business Development, Insights Division at Kantar.

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BONUS: What Women Want? Exhibition Audio Tour by Kantar

Mon, 25 Feb 2019 15:47:24 GMT

2018 marked the centenary of women’s suffrage in the UK. This was the beginning of a new era, when brands started to see women as consumers in their own right.

Kantar created the What Women Want? Exhibition to explore the last 100 years of marketing to women, and to celebrate this ongoing journey of emancipation, engagement and empowerment.

Listen to this audio tour to explore a century of outstanding examples and milestones in marketing to women.

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18. What is the business case for marketing?

Fri, 15 Feb 2019 12:19:20 GMT

Despite there being so much evidence of marketing effectiveness, the industry doesn’t always promote itself and believe in its own value, says Russell Parsons. Why does this case still need to be made? What do marketers need to do differently? And how should marketing sell itself not only to stakeholders in the business, but also to the wider world? And to themselves?

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17. Is advertising diverse enough?

Wed, 30 Jan 2019 14:29:04 GMT

Advertising needs to reflect our society, says Karen Blackett OBE – UK Country Manager for WPP, Chairperson of MediaCom and race equality business champion to the UK government – but it isn’t currently doing so. With stereotypes, tokenism and a downright lack of diversity in the world of advertising, we are missing out on greater creativity, transformation – and ultimately profit. Who is leading the way, and what should business leaders consider when embarking on this journey?

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Bart Michels, Kantar UK Country Lead.

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16. What is the future of news?

Fri, 18 Jan 2019 14:05:02 GMT

The world of news is changing, from the way people consume it to how trusted certain channels are, and how the model is funded. Seth Rogin of Nucleus Marketing Solutions explains how they are trying to transform the way news platforms and brands work together, and why it is more important than ever to support quality journalism as a way to connect with your target audience.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Bloomfield, Head of Business Development, Insights Division at Kantar.

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15. Can a business be truly customer-centric?

Fri, 04 Jan 2019 17:10:53 GMT

Metro Bank is a UK bank that aims to put customers and colleagues at the heart of everything they do. Their CEO Craig Donaldson tells us how they achieve customer-centricity in an omnichannel world, what the barriers are to creating enthusiastic, loyal fans… and why it makes commercial sense to do so.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Bart Michels, Kantar UK Country Lead.

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14. What is Twitter’s role in the media mix?

Tue, 18 Dec 2018 15:38:17 GMT

In this episode, we explore Twitter from a research angle – how they measure success, how they are looking to improve the ‘health’ of conversations on the platform, and how the research team uses data to help brands. Jake Steadman, Senior Director of Research for International and Agency, also discusses his views on the role of Twitter and the wider world of market research.

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BONUS: How will the media landscape change in 2019?

Wed, 12 Dec 2018 09:38:14 GMT

Will analytics and AI finally help marketing teams measure ROI properly? Will TV ‘die’ or become bigger than ever? Is it more important to be a real influencer, or have real followers on social media? And how can brands navigate the risks and rewards of voice technology?

Andy Brown, CEO of Kantar Media; Jane Ostler, Global Head of Media for the Insights division at Kantar, and Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School, discuss how the next twelve months will transform the world of media, marketing and brand building.

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13. How can businesses close the narrative gap?

Thu, 06 Dec 2018 14:25:21 GMT

Do you think people understand your business? Its true essence? Most companies in the UK say they are misunderstood, by customers, suppliers, society and even by employees… and that this narrative gap is stunting their growth. We ask Steve Marinker from Powerscourt to explain what their research with Kantar Millward Brown uncovered, where the biggest gaps are, and what he thinks organisations can do about it.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Bloomfield, Head of Business Development, Insights Division at Kantar.

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12. Are brands paying enough attention to audio?

Fri, 23 Nov 2018 13:23:34 GMT

Platforms like Spotify are seeing huge adoption rates, but are brands making the most of the opportunity to reach a new, captive audience through digital audio? What are some best practices around audio asset creation, and what can Spotify tell us about market trends? Pete Beeney, Global Holding Company Lead for WPP at Spotify, has some words of wisdom for marketers and business people.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Ostler, Global Head of Media, Insights Division at Kantar.

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11. Future Proof LIVE: What is marketing’s role in the boardroom?

Fri, 16 Nov 2018 14:08:13 GMT

What is the role of marketing in the boardroom? Should the CMO be on the board? If so, how do they get there? And how can organisations grow and nurture more of a marketing mindset? Andrew Stephen, L’Oreal Professor of Marketing at Saïd Business School, speaks to Julie Kollman, Chief Research Officer at Kantar; Seth Rogin, President CEO of Nucleus Marketing; David Radford, Chief Marketing Officer at Allianz) and Peter Tufano, Peter Moores Dean and Professor of Finance at Saïd Business School. The panel also takes questions from an audience of MBA students.

Recorded live at Saïd Business School, Oxford University, at the Future of Marketing Initiative symposium, 14 November 2018.

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10. What can marketers learn from the dark web?

Sun, 11 Nov 2018 20:24:37 GMT

If you understand how marketing works, argues Felipe Thomaz, you can assist in dismantling markets that should not exist. That’s why Thomaz, a marketing academic, lists ‘the dark web’ as one of his specialist subjects. In this episode, he discusses what the dark web is, how black markets can still apply (and indeed strengthen) the principles of marketing, and what marketers might actually learn from some of the activity and developments made in these shadier areas of the internet…

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Amy Cashman, the UK Managing Director of Kantar TNS.

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9. Is advertising creative enough?

Fri, 26 Oct 2018 14:32:22 GMT

Is the art of advertising dead? Not quite, says writer, producer and director Paul Burke, but after 30 ‘odd’ years in the world of creating ads for a huge range of brands, he definitely has some views on what could be done better – and how organisational structure and recruitment can play a part in this.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Ostler, Global Head of Media, Insights Division at Kantar.

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8. What is the future of radio?

Fri, 12 Oct 2018 21:00:00 GMT

The world of radio has changed, but consumption of this medium has never been higher. Director of Folder Media and founder of the British Podcast Awards Matt Deegan tells Jane and Andrew what is changing, why it’s changing, how radio stations are ‘brandifying’… and what brands can do to take advantage of the channel and reach the huge numbers of people listening to radio, whether through traditional or more modern means.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Ostler, Global Head of Media, Insights Division at Kantar.

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7. Is voice technology the next big thing?

Mon, 24 Sep 2018 16:04:34 GMT

Arpapat Boonrod (Nokki), CEO for Kantar’s Insights division in Thailand, discusses her ESOMAR-award winning research into voice assistants and their application in Asia Pacific, explaining how and why these devices and the technology behind them are going to impact our lives. Why is voice different? And what can brands do to prepare themselves for a voice-activated world?

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Julie Kollman, Chief Research Officer at Kantar.

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6. Do Facebook adverts work?

Wed, 05 Sep 2018 14:01:59 GMT

A huge number of businesses rely on Facebook to spread their message and boost their sales – but what metrics are really affected by Facebook ads, and what should brands consider when they are setting up campaigns on the platform? Planning Director Ian Edwards discusses some of the research carried out by Kantar Millward Brown and Saïd Business School, as well as the company’s own findings around the best approach to Facebook advertising.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Ostler, Global Head of Media, Insights Division at Kantar.

Hosted on Acast. See acast.com/privacy for more information.

5. What skills do marketers really need?

Wed, 22 Aug 2018 12:29:34 GMT

Our guest Mark Visser (Kantar Consulting) explains how the ideal marketing professional must operate, and what marketing leaders and teams may look like in the future. Do we really need whole new skillsets? Has technology changed everything? And what should brands do differently, when it comes to their people, in order to compete?

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Julie Kollman, Chief Research Officer at Kantar.

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4. Where are all the women in advertising?

Mon, 20 Aug 2018 10:12:35 GMT

Only 1% of adverts show women being funny – a statistic Lynne Parker, founder and CEO of Funny Women and the HERlarious initiative, finds incredibly shocking. She talks to Andrew and Jane about why there should be more women creating ads as well as starring in them, and how humour can be used to create more impactful campaigns.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Ostler, Global Head of Media, Insights Division at Kantar.

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3. Can brands use technology to become more ‘human’?

Mon, 30 Jul 2018 13:43:10 GMT

With voice assistants, chatbots, robots and new advances in sensory marketing, technology is beginning to feel like a friend. Dr Rhonda Hadi, Saïd Business School, discusses her research into consumer reactions to these artificial companions, and shares some advice for brands looking to appeal to our human nature.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School, and Julie Kollman, Chief Research Officer at Kantar.

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2. What does ‘trusting a brand’ actually mean?

Fri, 20 Jul 2018 13:57:52 GMT

Brand trust has been conflated with data privacy issues, but surely it means more than that? Charlie Hiscocks, agency veteran and former head of communications at SAB Miller, discusses his views and experiences on how brands can build and maintain trust, and how this is linked to the brand promise. Have the rules changed?

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School, and Julie Kollman, Chief Research Officer at Kantar.

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1. Are social influencers worth the investment?

Fri, 20 Jul 2018 10:03:14 GMT

We speak to Lucy Moon, a blogger and vlogger who works with brands regularly to promote their products and their message. She brings an insider’s perspective on the value of influencer marketing, and the best way to work with content creators. Does it work? How is it measured? And how can brands prepare much better briefs?

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School, and Julie Kollman, Chief Research Officer at Kantar.

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