Future Proof

What does it take to turn consumer insight into innovation that builds lasting brand growth?In this episode of Future Proof, Dr. Nicki Morley speaks with Alex Wright, CEO and co-founder of DASH Water, about the choices behind building a Meaningfully Different brand.From spotting an opportunity in the soft drinks market to scaling DASH, Alex shares how staying close to consumers, combining multiple sources of insight and keeping a clear long-term strategy have shaped the brand’s growth.They explore how DASH decides which ideas to pursue, when to stay focused on the core, and when the signals suggest it is time to change course. It’s a conversation about innovation grounded in insight, timing and judgement, and why knowing what not to do can be just as important as finding the next big opportunity. Hosted on Acast. See acast.com/privacy for more information.

In this Cannes special episode of Future Proof, Jane Ostler speaks with Kelly Ryan, Global Chief Brand Officer at Tata Consultancy Services (TCS), about building distinctive brands in the age of AI. Kelly explains how TCS is helping organisations navigate AI transformation, why marathons have become a powerful expression of the brand, and why trust, creativity and "the power of the unprompted thought" will be critical for achieving cut-through in an increasingly automated world. Hosted on Acast. See acast.com/privacy for more information.

In this Cannes Lions special episode of Future Proof, Rachelle Minnis sits down with Dan Reynolds, SVP of Global Marketing at Hilton, to explore how one of the world's most recognisable hospitality brands is building long-term brand growth in an increasingly competitive market. Whether it's rescuing travellers from disastrous bookings, empowering creators to tell authentic stories, or using AI to remove friction across the customer journey, this episode offers practical lessons for marketers looking to build brands that people actively choose and remember. Because in a world of endless choice, the brands that win are the ones that stay top of mind long before the purchase decision is made. Hosted on Acast. See acast.com/privacy for more information.

For years, marketers believed brand building required long-form storytelling. But new evidence is challenging that assumption.Meta's Andy Childs and Konnie Fichtner join Jane Ostler to discuss why short-form video is proving effective for both brand growth and performance, how advertisers should rethink attention metrics, and why creator-first strategies are helping brands like Vaseline connect with new audiences. Plus, what AI and messaging platforms could mean for the next era of marketing. Hosted on Acast. See acast.com/privacy for more information.

In this special Cannes edition of Future Proof, Nicole Jones is joined by Phillipa Leighton-Jones, SVP, Global Head of Studio & Creative and Chief Custom Anchor at The Wall Street Journal, to explore how AI is transforming the way people discover information, consume media and engage with brands.Drawing on new research from WSJ Intelligence, Phillipa shares insights into changing consumer behaviours, the growing role of AI-powered search, and why trust, credibility and quality journalism remain critical in a world increasingly shaped by machine-generated answers. Together, they discuss the evolving relationship between publishers, platforms and brands, and what marketers need to do to remain visible, relevant and trusted as the media landscape continues to change. Hosted on Acast. See acast.com/privacy for more information.