Episode description

In this episode of Future Proof, Jane Ostler talks with fellow Kantar experts Duncan Southgate and Gonca Bubani to discuss their latest report, Marketing Trends 2025. They explore the shift towards total video, the evolving social media landscape, and the rapid growth of retail media networks. The conversation highlights the importance of sustainability in marketing strategies and the transformative potential of generative AI in creative development. The experts provide insights into how marketers can stay ahead of the curve and future-proof their strategies for 2025 and beyond.

The discussion also delves into the challenges and opportunities presented by the creator economy, the role of retail media networks, and the significance of innovation in brand expansion. Duncan and Gonca share their perspectives on how marketers can leverage these trends to enhance their digital presence and customer engagement. The episode concludes with a focus on the importance of data provenance and the need for marketing organizations to deploy AI effectively to maximise its potential.

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