144 episodes
Future Proof Kantar & Saïd Business School, Oxford University
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- Business
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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Connected Innovation: How to innovate differently
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
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
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
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
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
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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