108 episodes

The marketing podcast from Said Business School, Oxford University, and Kantar, the marketing insights and consulting 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/

Future Proof Kantar & Saïd Business School, Oxford University

    • Business
    • 4.9 • 16 Ratings

The marketing podcast from Said Business School, Oxford University, and Kantar, the marketing insights and consulting 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/

    20. Aldi & McCann Manchester: The power of entertaining advertising to solve business challenges and propel growth.

    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.

    • 30 min
    • video
    19. Future Proof: Why does Mark Ritson urge brands to go beyond salience?

    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.  
    When Kantar’s Mary Kyriakidi met Mark on his mini-MBA in Marketing, his tone wasn’t provocative. His teaching approach was nurturing and didn’t end on completion of the course. Mary channeled her lingering inspiration from the programme to write series of articles about what brand equity is and the conundrums faced by the modern marketer. 
    In this episode of Kantar’s Future Proof podcast, Mark offers his point of view on the most pertinent questions (or dilemmas) of the modern marketer, declares his admiration for Kantar’s Meaningfully Different framework and urges brands to go beyond brute salience. “We’ve gone too far”, he says “and belittled differentiation. The minute you get to the long-held propensity for brand equity to reduce price sensitivity, you are in a different world”. 
    Didactic, explosive and as entertaining as ever, Mark fights back on the tyranny of OR of our times and explains why brand building should absolutely not stop during recessionary times. Also, how a little bit of healthy paranoia can help us to do a better job.   
     
    Listen to the podcast to find out: Why an obsessive focus on ROI will lose you money? If brand equity is NOT just the combination of mental and physical availability...  What is brand equity?  And what exactly does it deliver?  How should smart companies react during the recession? What’s the triptych for successful pricing and how can you help your business stay profitable in inflationary times? How can you best manage a price war? Why is holding two contradictory ideas in your head beneficiary for your business? How can vibrant brands stay on top of their game?

    • 37 min
    What will the future insights organisation look like?

    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.

    • 29 min
    How can brands get sustainability in advertising right?

    How can brands get sustainability in advertising right?

    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?

    • 26 min
    Can we make the media industry more inclusive?

    Can we make the media industry more inclusive?

    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?

    • 33 min
    Was advertising better in the past?

    Was advertising better in the past?

    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.

    • 26 min

Customer Reviews

4.9 out of 5
16 Ratings

16 Ratings

Tansvans ,

Great point of views poor sound

Hi
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.
Thanks
TA.

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