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© Kantar & Saïd Business School, Oxford University
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Future Proof is the marketing podcast from Said Business School, Oxford University, and Kantar, the world’s leading marketing data and analytics company. In each episode, we’ll have a frank discussion with an expert, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way. Looking at big industry question through both a market research and an academic lens, we can help prepare marketers for the future (with proof). All episodes and more info at https://www.kantar.com/
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181 Episodes
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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. Hosted on Acast. See acast.com/privacy for more information.
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? Hosted on Acast. See acast.com/privacy for more information.
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? Hosted on Acast. See acast.com/privacy for more information.
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. Hosted on Acast. See acast.com/privacy for more information.
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. Hosted on Acast. See acast.com/privacy for more information.
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. Hosted on Acast. See acast.com/privacy for more information.
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? Hosted on Acast. See acast.com/privacy for more information.
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? Hosted on Acast. See acast.com/privacy for more information.
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. Hosted on Acast. See acast.com/privacy for more information.
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. Hosted on Acast. See acast.com/privacy for more information.
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? Hosted on Acast. See acast.com/privacy for more information.
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 Hosted on Acast. See acast.com/privacy for more information.
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. Hosted on Acast. See acast.com/privacy for more information.
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. Read more on Media Reactions. Hosted on Acast. See acast.com/privacy for more information.
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. Hosted on Acast. See acast.com/privacy for more information.
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… Hosted on Acast. See acast.com/privacy for more information.
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? Hosted on Acast. See acast.com/privacy for more information.
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. Hosted on Acast. See acast.com/privacy for more information.
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 Hosted on Acast. See acast.com/privacy for more information.
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 Hosted on Acast. See acast.com/privacy for more information.
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It was fab to hear from an influencer how they interact with brands. Very good episode!
Looking forward to seeing what areas are covered. Very exciting to see a podcast from Kantar. I'd love to see a diverse group of contributors.