147 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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How Reckitt uses attention to elevate their campaigns from playback to payback
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.
Related content: Attention beyond views for creative effectiveness
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How Guinness (nitro)surged their innovation
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
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
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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