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/
23. Did we mention attention?
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.
22. How brands are improving ad performance
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.
21. What is truth in marketing?
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.
20. Aldi & McCann Manchester: The power of entertaining advertising to solve business challenges and propel growth.
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.
19. Future Proof: Why does Mark Ritson urge brands to go beyond salience?
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.
What will the future insights organisation look like?
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.
Great point of views poor sound
I listen to these podcasts weekly. All the topics are extremely relevant to my work and inspire my thinking. However quality of volume is poor. It is very hard to understand parts of the content even on full volume especially when you compare to what else is out there. Hence the pod cast usually looses value for me mid way.