Future Proof

How do you keep a 180‑year‑old brand relevant for the next generation of consumers? In this episode of Future Proof, Jane Ostler is joined by Kristy Keyte, CMO of Penfolds, to explore what it really takes to grow a heritage brand in an increasingly volatile world. From reframing Penfolds as a luxury brand rather than a wine brand, to sharpening brand codes, driving difference, and building salienc...

Great innovation isn’t just about what you build - it’s about how consumers experience, interpret and adopt it. In this episode of  Future Proof podcast , Dr Nicki Morley, Global Innovation Lead at Kantar, is joined by Richard Shotton, author of ‘ Hacking the Human Mind’,  to explore how behavioural fuels and frictions...

In this Future Proof episode, Dr Nicki Morley, Global Innovation Lead at Kantar and Dr Angad Chowdhry, Co-Founder & CPO at Quilt. AI, unpack why genuine innovation demands more than fast outputs from LLMs. They explore how cultural sensing, behavioural fuels and frictions, and multisource signal intelligence reveal the collision zones where breakthrough...

In this episode, Nicki Morley, Global Innovation Lead at Kantar, and Little Moons’ Ross Farquhar discuss how Little Moons turns early-stage ideas into high-impact innovation by designing for occasions, not categories, and acting fast in the market to learn and iterate. Ross Farquhar shares how strong brand guardrails make innovation purposeful while the team...

In this episode of Kantar's Future Proof podcast, Jane Ostler speaks with Sian Davies, Global Consumer Planning Lead, Ready to Drink at Diageo, and Jauneen Tarin, Head of Shopper UK at Kantar, to discuss the evolving landscape of shopper marketing.   From the evolution of shopper behaviour and the impact of digital channels to the critical role of leadership...

Travel is emotional, but booking a trip often isn’t. As expectations rise, Booking.com is working to bring emotion to moments that usually feels purely functional. Convenience isn’t the only game in town. In this episode, Jane Ostler talks with Ben Harrel, Managing Director, US at Booking.com. They discuss how the brand blends performance and long‑term storytelling to spark that Booking.yeah feeli...

In this episode of Kantar’s  Future Proof  podcast, Simon Atherley, Head of Marketing Effectiveness at Kantar UK, is joined by Biren Kalaria, Google UK’s Managing Director of Measurement, Analytics & Data, to unpack how marketers can better connect marketing effectiveness to business growth as we head into 2026.  Biren shares his...

What does it take to create advertising that truly stands out? In this episode of Kantar Future Proof, Deepak Varma, Head of Neuroscience Insights at Kantar North America, is joined by Allison Howitt, Global Insights and Analytics Director – Nutrition at Reckitt, to explore how marketers can unlock creative best practices by combining AI analytics, neuroscience, and distinctive brand assets. &nbsp...

In the age of AI, trust and human connection are the new foundations of customer experience. The rules are changing: technology is reshaping how brands interact with consumers, but it is human connection, trust, and transparency that will define the winners. In this episode, Jane Ostler talks with  Isabelle Zdatny  and Amy Cashman . They discuss how organisations must move...

Gaming has evolved into a cultural powerhouse and a vital marketing platform, reshaping how brands connect with audiences worldwide. In this episode of Future Proof, host Rachelle Minnis welcomes Adam Bauer, VP of Sales at Discord, to unpack the real-world strategies and lessons behind successful community-driven marketing. Discover how Discord transformed from a gamer-centric chat app into a dyna...

Join Dr. Nicki Morley as she sits down with Conny Kalcher, Group Chief Customer Officer at Zurich Insurance, to explore how the company is redefining customer experience through innovation, digital transformation, and the thoughtful use of AI. Discover how empathy, clear communication, and a relentless focus on customer needs are driving their journey, from revitalising the brand and launching ser...

In-scene media is not just another ad format but a complete shift in how advertising interacts with content. With in-scene media, marketers have the ability to integrate their product into creator content and consumers are loving it. The data shows a 60% increase in purchase intent after exposure to in-scene media. Why? In-scene media creates a non-disruptive, engaging experience for viewers and s...

Join Dani Ruggles, Marketing Manager at KFC, and Lynne Deason, Head of Creative Excellence at Kantar, as they explore how bold choices and an unwavering commitment to your brand's magnetic north can drive extraordinary results. When you know competitors will outspend you, creative quality isn’t just important, it’s essential. Great advertising amplifies your media investment, making it feel like y...

Join host Rachelle Minnis, Chief Media Solutions Officer at Kantar, as she welcomes Michael Nevski, Director of Global Insights at Visa, for a deep dive into the future of consumer insights and brand strategy. Discover how Visa blends economic forecasting with real-world consumer behavior to drive innovation, build trust, and stay ahead in a rapidly evolving digital landscape. Explore the impact o...

As audiences increasingly turn to ad-free streaming and marketers grapple with a fragmented media landscape, OOH stands out as a channel where consumer receptivity is on the rise. From dynamic formats to real-time interactivity, OOH offers brands unique opportunities to connect with consumers in public spaces—where they shop, search, and engage with products and services. With the global OOH marke...

Kantar’s Media Reactions 2025 study revealed TikTok’s enduring appeal to consumers as a global advertising platform. Five years after its explosive rise, TikTok continues to set the standard for authentic and engaging content. What’s behind this sustained success?   On this special episode of Kantar’s Future Proof Podcast, Gonca Bubani, Global Medi...

In this episode, Dr. Nicki Morley speaks with Dr. Caroline Withers, Head of R&D Consumer Sensory Science at Carlsberg Britvic, to explore how innovation is shaped by deeply human experiences. From the aroma of coffee to the emotional boost of a mid-afternoon drink, Caroline shares how sensory science and consumer insights shape the development of innovative products. They discuss the powe...

In this edition of Future Proof, Jane Ostler, Chief Insights Officer at Kantar, sits down with Anastasia Leng, founder and CEO of Creative X, and Duncan Southgate, Global Creative and Media Lead at Kantar, to explore how artificial intelligence is reshaping the way brands measure and optimise creative content. Anastasia shares her journey from Google to launching Creative X, revealing how a person...

In this episode, Jane Ostler speaks with Claudia Calori, Vice President of Global Marketing for Personal Health at Philips, about the shifting paradigm of health and wellness. Claudia shares how health has evolved from being seen as a problem to becoming a space for discovery and self-care, especially among younger generations. She discusses how Philips is inspiring a higher standard of care throu...

Advertising across the Meta portfolio is changing thanks to AI. In this edition of Future Proof, Jane Ostler, EVP, Global Solutions Marketing and Thought Leadership at Kantar, talks to Derya Matras, Vice President of EMEA Global Business Group at Meta, about how the company has been evolving its advertiser tools and how AI is giving advertisers greater control over the ways in which they can...

Kantar’s Media Reactions 2025 study found that consumers rank Amazon the #1 global media brand for ad preference. In fact, Amazon, Twitch, and Prime Video—all Amazon brands—appear in three of the top five most preferred ad platforms for consumers worldwide. Why? Amazon’s approach to creating native, non-intrusive experiences across all Amazon environments including shopping, streaming, and live co...

With the global B2B market projected to reach nearly $29 trillion in 2025 , digital-first buyers are demanding more personalized, authentic, and human experiences. At the heart of this evolution are creators—marketers, thought leaders, and employees—who are building trust and community in ways traditional brand marketing can’t. In this episode, Nicole Jones is joined by two powerhouse voices from...

In this episode, Jane Ostler interviews Bastien Parizot, SVP of IT and Digital Marketing and Transformation at Reckitt. They discuss the transformative role of AI in marketing, the launch of Reckitt Catalyst, a program aimed at supporting entrepreneurs in health and hygiene, and the importance of creativity tied to purpose. Bastien shares insights on how Gen AI is being utilized to enhance marketi...

Mobility media is turning everyday rides into powerful brand moments—blending digital precision with real-world presence to deliver contextual, location-aware ad experiences. While these new ad formats drive a lot of value for brands, there are still challenges in scaling mobility-based ad network, from responsible data use, and what it means to create seamless, omnichannel campaigns.   In th...

With almost 70% of global advertising dollars now being spent on digital channels, maximizing marketing impact in digital environments is critical – especially with Gen-Z's growing influence.  According to Kantar normative data, creative quality is the single biggest driver of growth in brand impact, driving 49% of brand impact across ad campaigns. At the same time, research highlights a pers...