Future Proof

In this episode, Jane Ostler talks to Kantar's Rob Wade about how brands must Find New Space, the third Growth Accelerator in the Blueprint for Brand Growth. They discuss the strategic exploration of incremental opportunities beyond a brand's current market. It involves identifying new categories, occasions, or services where a brand can extend its reach. For example, San Pellegrino, known for spa...

Jane Ostler talks to Kantar’s Paul Murphy about the second Growth Accelerator of the Blueprint for Brand Growth, Be More Present, focusing on optimising marketing investments across product range, distribution, pricing, and promotions. Paul Murphy highlights Nike’s strategy of balancing digital and physical retail presence to meet diverse consumer needs. The importance of omnichannel presence is e...

Jane Ostler talks to Kantar’s Adele Joliffe about the first Growth Accelerator in the Blueprint for Brand Growth. Brands need to Predispose More People to increase the probability of purchase, and this can be measured through Demand Power and Pricing Power. Adele highlights the importance of predisposition in both acquiring new customers and retaining existing ones, emphasising that it is not a gu...

In our first of four special Future Proof podcast episodes about the Blueprint for Brand Growth, which aims to help CMOs and marketers drive value, especially in challenging economic times. Host Jane Ostler talks to Kantar’s Graham Staplehurst about the Blueprint’s Growth Driver, Be Meaningfully Different to More People. This episode highlights the importance of growing revenue, margin, and brand...

Ready to provoke your insights? Learn more about AI and the 2030 Insight Model! By provoking your insights, you allow Insights professionals enhance efficiency to focus on genuine human empathy. Provocation entails a narrative of action that begins with but does not end with data. Listen to J. Walker Smith ,Global Knowledge Lead at Kantar; Mark Visser, Global Head of Consulting at Kantar; and host...

Brands in today's world are often fighting for growth in the same places, there is a need for someone to be bold and do something different. The next big trends always start in the margins of society.   In this podcast, Dr Nicki Morley is joined by Dr Helen Edwards (Adjunct Associate Professor of Marketing at London Business School, Author, Columnist, and Consultant), to discuss how the key t...

In this episode of the Future Proof podcast, host Jane Ostler sits down with Mark Read, CEO of WPP, to delve into the current landscape of marketing and how brands grow. They explore the pressing challenges faced by CMOs, including navigating economic turbulence, the fragmentation of media, and the global versus local brand debate. Mark shares his insights on how AI is revolutionising the industry...

As part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of Kantar BrandZ, talks with Marcel Marcondes, Global Chief Marketing Officer, AB InBev about the increasing importance of brand in driving growth. AB InBev’s portfolio includes more than 500 global and local brands; one in every four beers sold globally is an AB InBev product. Corona is the most valuable globa...

As part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of Kantar BrandZ, talks with Sumit Virmani, Chief Marketing Officer, Infosys about the increasing importance of brand in driving growth. Sumit Virmani joined Infosys in 2004, and has held multiple strategic positions across product, platform, and corporate marketing before becoming the Indian IT services giant’...

As part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of BrandZ, talks with Kirti Singh, Chief Analytics, Insights and Media Officer, P&G about the increasing importance of brand in driving growth. In 2024, P&G brands Pampers, Gillette, Pantene Pro-V, and Olay once again feature in the Kantar BrandZ Most Valuable Global Personal Care Brands ranking. Listen...

As part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of Kantar BrandZ talks with Jane Wakely, Chief Consumer and Marketing Officer PepsiCo about the increasing importance of brand in driving growth. Jane Wakely leads PepsiCo’s Global Consumer organisation. Prior to joining PepsiCo, Jane was CMO at Mars. Jane believes in the opportunity to accelerate collective im...

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 attentio...

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 an...

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 nove...

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...

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 Vend...

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. Host...

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 i...

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...

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. Hosted on Acast. See acast.com/privac...

How has TikTok become such an essential platform for brands? Jorge Ruiz, Global Head of Marketing Science at Tik Tok, explains to Kantar’s Jane Ostler how the platform is working to ensure that it meets the need of both brand and performance marketers as well as securing its place within the media mix. Jorge explains the power of made-for-TikTok creative, the platform’s partnerships with OOH partn...

Discover how creativity is a business superpower, as evidenced by the findings of Creativity is Business. This unique French research programme backed by the national advertiser association and Le Figaro, has been testing award-winning campaigns since 2021 and finding out how they compare to Kantar’s key performance benchmarks.   Jane Ostler, Kantar’s EVP, Global Thought Leadership, talks to...

What if innovation's true essence lies in shattering conventions? In this captivating episode, Dr. Nicki Morley, Head of Behavioural Science and Innovation Expertise at Kantar UK, engages in a thought-provoking dialogue with Felix Frowein, Senior Vice President of Global Consumer Fragrances at DSM Firmenich. Together, they plunge into the dynamic world of fragrance creation, driven by a shared bel...

In this episode of Future Proof Dr Nicki Morley from Kantar talks to Charlotte Langley, the Chief Customer Officer of Bloom & Wild, a leading Direct-to-Consumer (D2C) company that has been revolutionising the way we experience and share flowers and gifts, joins us. Delve into the fascinating world of Bloom & Wild's success story, guided by their unwavering commitment to innovation. Charlot...

Can AI pave the way for a new era in consumer understanding? In this episode, Jane Ostler sits down with Kantar experts, Ted Prince, Chief Product Officer, and Ashok Kalidas, Head of Data Science and Innovation, as they unravel the game-changing impact of AI in marketing. From expediting insights delivery to reimagining ROI measurement, Kantar's pioneering approach is poised to revolutionise how b...