With more data at our disposal than ever, new tools, new tech, machine learning… are machines about to replace creatives? Tara Walpert Levy (VP, Agency and Brand Solutions at Google) says no, but brings to life several examples of where technology and insights – specifically from Google – are empowering creatives and creative work. On the stage at Google Beach as part of Cannes Lions, she discusses Google’s role in the creative ecosystem, innovations in advertising and targeting, and some of the...
Jul 01, 2019•22 min•Season 1Ep. 27
We know that marketing think they are doing a good job when it comes to gender portrayal... while most consumers actually don't feel they are accurately reflected in advertising. Cindy Gallop, CEO and Founder of MakeLoveNotPorn, argues that the only solution is hiring and promoting more women within the advertising world, and ensuring that women are writing, creating, producing, directing and approving adverts. So what needs to change in the ad industry, and in brand marketing teams? Why is prog...
Jun 21, 2019•20 min
Today at Cannes Lions, Jane Ostler spoke to Chris Duffey, Head of AI Innovation and Strategy at Adobe and Anthony Reeves, Chief Creative Officer, Wunderman and WPP ACE, who has also been ECD at Amazon. They discussed the real applications of AI – the truth beyond the hype – and the way it might change the role of creatives and the structure of the agency. The lively debate covers the importance of emotional integrity, the feedback loop, personalization plus reach, and the future for artificial i...
Jun 20, 2019•19 min
BrandZ data shows the biggest brands in the world are now technology brands. Where does that leave brands who make physical products and companies like Unilever? Kantar’s Jane Ostler speaks to Sophie Galvani, Global Brand Vice President for Dove Masterbrand, Unilever, about the way Dove and Unilever connects with consumers, raises confidence and self-esteem in young women, partners with third parties and platforms, uses technology in interesting ways and creates real, innovative brand experience...
Jun 19, 2019•13 min
Today Jane Ostler speaks to influencer and content creator Dominique Davis (@AllThatIsShe) and Neil Waller, co-founder and CEO of Whalar, the influencer marketing platform, live at Cannes Lions. As young people in particular spend more and more time online, and with news that Instagram is the fastest growing brand in the BrandZ Global Top 100, the power of social media as a channel for reaching consumers is undisputed. But is reach more important than credibility? Can you have both? Why (and whe...
Jun 18, 2019•20 min
Welcome to Future Proofing Creativity, recorded live at Cannes Lions in June 2019. This episode features Hesham Tohamy, head of P&G’s North America Feminine Care business, and Global Leader for the Always brand. At Kantar, we know brands with purpose have a higher brand value. But what does purpose mean, and has that meaning changed in the last few years? Why does a brand need to have a purpose, and how does it manifest in the business? What does this look like for Always and P&G in general? Hes...
Jun 17, 2019•20 min
How can brands move beyond stereotypes? Why does it matter? And what does it look like in a world where 84 men each week are taking their own lives, due to various forms of crisis? James Scroggs, chairman of the Campaign Against Living Miserably (CALM) and master of the side hustle, speaks to Tara and Andrew about the changing notion of masculinity, the role of brands and the power of advertising when it comes to mental health, and why having a vision of the world you want to inhabit – a “north ...
Jun 09, 2019•29 min•Season 1Ep. 26
Branded content is absolutely everywhere… but why? What format works best, at each stage of a customer’s journey? How transparent should you be? And how much branding is simply too much? Dr Alex Connock, Associate Fellow at Said Business School and founder of Missile Digital, talks to the Future Proof podcast about his research and industry experience, sharing insights for marketers exploring the brave new world of branded content. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd...
May 24, 2019•29 min•Season 1Ep. 25
The Initiative for Real Growth has analysed a huge range of research, including hundreds of C-suite interviews, to uncover the factors that drive sustainable, top-line business growth. In this episode of Future Proof, co-founder of the Institute for Real Growth Marc de Swaan Arons (Kantar) talks us through the findings, and explains what distinguishes an over-performer from an under-performer. He talks about whole-brained marketing, the importance of open cultures and anticipative organisations,...
May 10, 2019•28 min•Season 1Ep. 24
We talk all things gender in advertising with Angeline Martyn, Head of Private Sector Engagement at UN Women (the United Nations Entity for Gender Equality and the Empowerment of Women) and a spokesperson for the Unstereotype Alliance. At the heart of the discussion is the latest AdReaction research from Kantar, looking at how different genders respond to advertising, and what marketers should be doing differently. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School ...
Apr 26, 2019•28 min•Season 1Ep. 23
What’s in a name? When you are a global company, known throughout the world for health and hygiene products including TENA, Tork, Bodyform, Libresse, Lotus, Nosotras, Saba, Tempo, Vinda and Zewa, it’s actually pretty crucial. Gabriella Ekelund talks to us about how Essity went about choosing a new name, the approach to stakeholder management, the rebranding process, and the reception it received. She also discusses what Essity means… both literally, and as a corporate brand with a bigger purpose...
Apr 15, 2019•28 min•Season 1Ep. 22
Recorded live at Saïd Business School (Oxford University), a panel of experts talk about the What Women Want? initiative by Kantar, launched in 2018 to explore the last 100 years of marketing to women – and looking at how self-esteem can play an important role for brands looking to reach a wider audience. The panel was made up of members of the What Women Want? steering committee: Phillipa Snare, EMEA Marketing Group, Facebook Justine Roberts, Founder, Mumsnet and Gransnet Bart Michels, UK Count...
Apr 01, 2019•40 min•Season 1Ep. 21
The BBC’s public purpose is to inform, educate, entertain and bring the country together. Measuring and improving this is at the heart of the corporation’s research strategy, as Director of Audiences Nick North explains. So what does the BBC know about you? How are they using customer and behavioural data to create and improve TV and digital content, and the overall quality of the experience? And what can brands learn from the BBC’s approach? Hosted by Andrew Stephen, L'Oreal Professor of Market...
Mar 11, 2019•24 min•Season 1Ep. 20
Yasmeen Ahmad from Teradata tells us what Artificial Intelligence (AI) actually means, and where it can be valuable for businesses – particularly for marketing teams. Cutting through the nonsense to explain how AI really works, Yasmeen points to the value, the risks, and the key things to consider when you bring AI into your organisation. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Bloomfield, Head of Business Development, Insight...
Mar 01, 2019•25 min•Season 1Ep. 19
2018 marked the centenary of women’s suffrage in the UK. This was the beginning of a new era, when brands started to see women as consumers in their own right. Kantar created the What Women Want? Exhibition to explore the last 100 years of marketing to women, and to celebrate this ongoing journey of emancipation, engagement and empowerment. Listen to this audio tour to explore a century of outstanding examples and milestones in marketing to women. Hosted on Acast. See acast.com/privacy for more ...
Feb 25, 2019•21 min
Despite there being so much evidence of marketing effectiveness, the industry doesn’t always promote itself and believe in its own value, says Russell Parsons. Why does this case still need to be made? What do marketers need to do differently? And how should marketing sell itself not only to stakeholders in the business, but also to the wider world? And to themselves? Hosted on Acast. See acast.com/privacy for more information....
Feb 15, 2019•25 min•Season 1Ep. 18
Advertising needs to reflect our society, says Karen Blackett OBE – UK Country Manager for WPP, Chairperson of MediaCom and race equality business champion to the UK government – but it isn’t currently doing so. With stereotypes, tokenism and a downright lack of diversity in the world of advertising, we are missing out on greater creativity, transformation – and ultimately profit. Who is leading the way, and what should business leaders consider when embarking on this journey? Hosted by Andrew S...
Jan 30, 2019•26 min•Season 1Ep. 17
The world of news is changing, from the way people consume it to how trusted certain channels are, and how the model is funded. Seth Rogin of Nucleus Marketing Solutions explains how they are trying to transform the way news platforms and brands work together, and why it is more important than ever to support quality journalism as a way to connect with your target audience. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Bloomfield, H...
Jan 18, 2019•27 min•Season 1Ep. 16
Metro Bank is a UK bank that aims to put customers and colleagues at the heart of everything they do. Their CEO Craig Donaldson tells us how they achieve customer-centricity in an omnichannel world, what the barriers are to creating enthusiastic, loyal fans… and why it makes commercial sense to do so. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Bart Michels, Kantar UK Country Lead. Hosted on Acast. See acast.com/privacy for more inform...
Jan 04, 2019•28 min•Season 1Ep. 15
In this episode, we explore Twitter from a research angle – how they measure success, how they are looking to improve the ‘health’ of conversations on the platform, and how the research team uses data to help brands. Jake Steadman, Senior Director of Research for International and Agency, also discusses his views on the role of Twitter and the wider world of market research. Hosted on Acast. See acast.com/privacy for more information....
Dec 18, 2018•24 min•Season 1Ep. 14
Will analytics and AI finally help marketing teams measure ROI properly? Will TV ‘die’ or become bigger than ever? Is it more important to be a real influencer, or have real followers on social media? And how can brands navigate the risks and rewards of voice technology? Andy Brown, CEO of Kantar Media; Jane Ostler, Global Head of Media for the Insights division at Kantar, and Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School, discuss how the next twelve months will transfor...
Dec 12, 2018•28 min
Do you think people understand your business? Its true essence? Most companies in the UK say they are misunderstood, by customers, suppliers, society and even by employees… and that this narrative gap is stunting their growth. We ask Steve Marinker from Powerscourt to explain what their research with Kantar Millward Brown uncovered, where the biggest gaps are, and what he thinks organisations can do about it. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxfor...
Dec 06, 2018•26 min•Season 1Ep. 13
Platforms like Spotify are seeing huge adoption rates, but are brands making the most of the opportunity to reach a new, captive audience through digital audio? What are some best practices around audio asset creation, and what can Spotify tell us about market trends? Pete Beeney, Global Holding Company Lead for WPP at Spotify, has some words of wisdom for marketers and business people. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane ...
Nov 23, 2018•23 min•Season 1Ep. 12
What is the role of marketing in the boardroom? Should the CMO be on the board? If so, how do they get there? And how can organisations grow and nurture more of a marketing mindset? Andrew Stephen, L’Oreal Professor of Marketing at Saïd Business School, speaks to Julie Kollman, Chief Research Officer at Kantar; Seth Rogin, President CEO of Nucleus Marketing; David Radford, Chief Marketing Officer at Allianz) and Peter Tufano, Peter Moores Dean and Professor of Finance at Saïd Business School. Th...
Nov 16, 2018•41 min•Season 1Ep. 11
If you understand how marketing works, argues Felipe Thomaz, you can assist in dismantling markets that should not exist. That’s why Thomaz, a marketing academic, lists ‘the dark web’ as one of his specialist subjects. In this episode, he discusses what the dark web is, how black markets can still apply (and indeed strengthen) the principles of marketing, and what marketers might actually learn from some of the activity and developments made in these shadier areas of the internet… Hosted by Andr...
Nov 11, 2018•26 min•Season 1Ep. 10
Is the art of advertising dead? Not quite, says writer, producer and director Paul Burke, but after 30 ‘odd’ years in the world of creating ads for a huge range of brands, he definitely has some views on what could be done better – and how organisational structure and recruitment can play a part in this. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Ostler, Global Head of Media, Insights Division at Kantar. Hosted on Acast. See acas...
Oct 26, 2018•22 min•Season 1Ep. 9
The world of radio has changed, but consumption of this medium has never been higher. Director of Folder Media and founder of the British Podcast Awards Matt Deegan tells Jane and Andrew what is changing, why it’s changing, how radio stations are ‘brandifying’… and what brands can do to take advantage of the channel and reach the huge numbers of people listening to radio, whether through traditional or more modern means. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business S...
Oct 12, 2018•25 min•Season 1Ep. 8
Arpapat Boonrod (Nokki), CEO for Kantar’s Insights division in Thailand, discusses her ESOMAR-award winning research into voice assistants and their application in Asia Pacific, explaining how and why these devices and the technology behind them are going to impact our lives. Why is voice different? And what can brands do to prepare themselves for a voice-activated world? Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Julie Kollman, Chief...
Sep 24, 2018•25 min•Season 1Ep. 7
A huge number of businesses rely on Facebook to spread their message and boost their sales – but what metrics are really affected by Facebook ads, and what should brands consider when they are setting up campaigns on the platform? Planning Director Ian Edwards discusses some of the research carried out by Kantar Millward Brown and Saïd Business School, as well as the company’s own findings around the best approach to Facebook advertising. Hosted by Andrew Stephen, L'Oreal Professor of Marketing ...
Sep 05, 2018•24 min•Season 1Ep. 6
Our guest Mark Visser (Kantar Consulting) explains how the ideal marketing professional must operate, and what marketing leaders and teams may look like in the future. Do we really need whole new skillsets? Has technology changed everything? And what should brands do differently, when it comes to their people, in order to compete? Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Julie Kollman, Chief Research Officer at Kantar. Hosted on Aca...
Aug 22, 2018•25 min•Season 1Ep. 5
