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Kantar & Saïd Business School, Oxford University

Future Proof

A Marketing , Business and Technology podcast

#55 in Marketing · 🇵🇭
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About the show

Future Proof is the marketing podcast from Said Business School, Oxford University, and Kantar, the world’s leading marketing data and analytics 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/ Hosted on Acast. See acast.com/privacy for more information.

Newest episodes

From insight to growth: How DASH turns consumer understanding into better innovation

28 min

What does it take to turn consumer insight into innovation that builds lasting brand growth? In this episode of Future Proof, Dr. Nicki Morley speaks with Alex Wright, CEO and co-founder of DASH Water, about the choices behind building a Meaningfully Different brand. From spotting an opportunity in the soft drinks market to scaling DASH, Alex shares how staying close to consumers, combining multiple sources of insight and keeping a clear long-term strategy have shaped the brand’s growth. They explore how DASH decides which ideas to pursue, when to stay focused on the core, and when the signals suggest it is time to change course. It’s a conversation about innovation grounded in insight, timing and judgement, and why knowing what not to do can be just as important as finding the next big opportunity. Hosted on Acast. See acast.com/privacy for more information.

What is the Role of Unprompted Thought in the Era of AI?

14 min

In this Cannes special episode of Future Proof, Jane Ostler speaks with Kelly Ryan, Global Chief Brand Officer at Tata Consultancy Services (TCS), about building distinctive brands in the age of AI. Kelly explains how TCS is helping organisations navigate AI transformation, why marathons have become a powerful expression of the brand, and why trust, creativity and "the power of the unprompted thought" will be critical for achieving cut-through in an increasingly automated world. Hosted on Acast. See acast.com/privacy for more information.

Can Great Experiences Create Lasting Brand Growth?

28 min

In this Cannes Lions special episode of Future Proof, Rachelle Minnis sits down with Dan Reynolds, SVP of Global Marketing at Hilton, to explore how one of the world's most recognisable hospitality brands is building long-term brand growth in an increasingly competitive market. Whether it's rescuing travellers from disastrous bookings, empowering creators to tell authentic stories, or using AI to remove friction across the customer journey, this episode offers practical lessons for marketers looking to build brands that people actively choose and remember. Because in a world of endless choice, the brands that win are the ones that stay top of mind long before the purchase decision is made. Hosted on Acast. See acast.com/privacy for more information.

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All episodes

The newest 50 of 245 episodes

From insight to growth: How DASH turns consumer understanding into better innovation

28 min

What does it take to turn consumer insight into innovation that builds lasting brand growth? In this episode of Future Proof, Dr. Nicki Morley speaks with Alex Wright, CEO and co-founder of DASH Water, about the choices behind building a Meaningfully Different brand. From spotting an opportunity in the soft drinks market to scaling DASH, Alex shares how staying close to consumers, combining multiple sources of insight and keeping a clear long-term strategy have shaped the brand’s growth. They explore how DASH decides which ideas to pursue, when to stay focused on the core, and when the signals suggest it is time to change course. It’s a conversation about innovation grounded in insight, timing and judgement, and why knowing what not to do can be just as important as finding the next big opportunity. Hosted on Acast. See acast.com/privacy for more information.

What is the Role of Unprompted Thought in the Era of AI?

14 min

In this Cannes special episode of Future Proof, Jane Ostler speaks with Kelly Ryan, Global Chief Brand Officer at Tata Consultancy Services (TCS), about building distinctive brands in the age of AI. Kelly explains how TCS is helping organisations navigate AI transformation, why marathons have become a powerful expression of the brand, and why trust, creativity and "the power of the unprompted thought" will be critical for achieving cut-through in an increasingly automated world. Hosted on Acast. See acast.com/privacy for more information.

Can Great Experiences Create Lasting Brand Growth?

28 min

In this Cannes Lions special episode of Future Proof, Rachelle Minnis sits down with Dan Reynolds, SVP of Global Marketing at Hilton, to explore how one of the world's most recognisable hospitality brands is building long-term brand growth in an increasingly competitive market. Whether it's rescuing travellers from disastrous bookings, empowering creators to tell authentic stories, or using AI to remove friction across the customer journey, this episode offers practical lessons for marketers looking to build brands that people actively choose and remember. Because in a world of endless choice, the brands that win are the ones that stay top of mind long before the purchase decision is made. Hosted on Acast. See acast.com/privacy for more information.

You Can't Build a Brand in Two Seconds. Or Can You?

31 min

For years, marketers believed brand building required long-form storytelling. But new evidence is challenging that assumption. Meta's Andy Childs and Konnie Fichtner join Jane Ostler to discuss why short-form video is proving effective for both brand growth and performance, how advertisers should rethink attention metrics, and why creator-first strategies are helping brands like Vaseline connect with new audiences. Plus, what AI and messaging platforms could mean for the next era of marketing. Hosted on Acast. See acast.com/privacy for more information.

Trust, AI and the Future of Media: Why Credibility Matters More Than Ever

52 min

In this special Cannes edition of Future Proof, Nicole Jones is joined by Phillipa Leighton-Jones, SVP, Global Head of Studio & Creative and Chief Custom Anchor at The Wall Street Journal, to explore how AI is transforming the way people discover information, consume media and engage with brands. Drawing on new research from WSJ Intelligence, Phillipa shares insights into changing consumer behaviours, the growing role of AI-powered search, and why trust, credibility and quality journalism remain critical in a world increasingly shaped by machine-generated answers. Together, they discuss the evolving relationship between publishers, platforms and brands, and what marketers need to do to remain visible, relevant and trusted as the media landscape continues to change. Hosted on Acast. See acast.com/privacy for more information.

How Canva Is Reimagining Marketing for the AI Era

21 min

In this special Cannes edition of Future Proof, Duncan Southgate sits down with Rory Dolan, International CMO at Canva, to discuss how one of the world's most recognisable brands is navigating an AI-driven future. From democratising creativity to building a globally consistent yet locally relevant brand, Rory shares how Canva is embedding AI across its platform while keeping people at the centre of the creative process. Together, they explore what marketing effectiveness looks like in an era of algorithmic discovery, changing media consumption and increasing pressure for short-term results, and why strong creativity, meaningful measurement and a long-term brand-building mindset matter more than ever. Hosted on Acast. See acast.com/privacy for more information.

Are Brands Measuring Project Success the Right Way?

29 min

In this Cannes special episode of Future Proof, Jeff Herman, EVP of Tech & Telco at Kantar, is joined by Menaka Gopinath, Chief Marketing Officer at the Project Management Institute (PMI), to explore what success looks like in an era of constant transformation.   Drawing on PMI's latest research, they discuss why delivering value matters more than simply being on time and on budget, how organisations can bridge the gap between strategy and execution, and why uniquely human skills such as curiosity, empathy and critical thinking are becoming even more important in an AI-driven world  Hosted on Acast. See acast.com/privacy for more information.

You Win or You Learn: How Carlsberg Is Innovating in the Age of AI

25 min

In this Cannes special episode of Future Proof, Dr. Nicki Morley is joined by Marcella Wiwe, VP Marketing Denmark at Carlsberg Group, to explore how AI is changing the way brands innovate. From accelerating innovation cycles from months to days to identifying growth opportunities through consumer insight and real-world testing, Marcella shares how her team is using AI, experimentation and category understanding to bring new ideas to market. Together, they discuss the "you win or you learn" mindset, building innovation from strong brand foundations, and why human judgement remains essential in an AI-driven world.  Hosted on Acast. See acast.com/privacy for more information.

What Can Marketers Learn from TikTok's Growth Engine?

21 min

In this Cannes special episode of Future Proof, Jane Ostler speaks with Dina Liu, Global Head of Brand Product Marketing at TikTok, about how AI is reshaping brand discovery and growth. From creator-led marketing and AI-powered content recommendations to the challenge of building salience in a fragmented media landscape, Dina shares how TikTok is helping brands stay relevant in an increasingly automated world. Hosted on Acast. See acast.com/privacy for more information.

Tentacles of Excellence: Why is Managing Customer Experience Even More Important for Brands Today?

29 min

In this Cannes special episode, Jane Ostler talks with Charlotte Snelgrove from Octopus Energy (winner of the Blueprint for Brand Growth Experience Award 2026) and Peter Aitken from Kantar about the connection between customer experience and brand growth. From building a culture of agility to staying close to customer needs in an increasingly AI-driven world, they share practical lessons for businesses looking to create meaningful and different experiences. Hosted on Acast. See acast.com/privacy for more information.

The Goodness of Milk: How Arla Foods use Intelligence to Spark Innovation and Find Growth

24 min

In this Cannes special episode of Future Proof, Dr Nicki Morley sits down with Michael Swaisland, Vice President of Consumer Intelligence and Marketing Transformation at Arla Foods, to discuss how curiosity, consumer understanding and AI can work together to drive innovation. They explore turning insights into action, identifying the right growth opportunities, and why human judgement remains essential in a world increasingly shaped by AI. Hosted on Acast. See acast.com/privacy for more information.

Could Context Replace Identity in Marketing?

21 min

In this Cannes special episode of the Future Proof podcast, Duncan Southgate sits down with Mike Villalobos of Seedtag to explore how context drives media effectiveness. Together, they discuss the move from cookie-based targeting to contextual understanding, why interest, intent and emotion are becoming critical marketing signals, and how advances in AI could help brands better understand culture, content and consumer behaviour without relying on personal data.   Hosted on Acast. See acast.com/privacy for more information.

How Does Streaming Video Drive Cultural Strategy for Brands?

16 min

In this Cannes special episode, Jane Ostler sits down with John Campbell, SVP, Entertainment and Streaming Solutions for Disney Advertising, to explore how video is driving culture, not just consumption.   From the success of Rivals and its brand integrations with Waitrose and Volkswagen, to immersive fan experiences around shows like The Bear, they unpack how streaming is creating new opportunities for brands to go beyond advertising and become part of the moment. This episode looks at how nostalgia, fandom and real-world activations are reshaping partnerships, and why brands are starting to hand over more control to truly connect with audiences. Hosted on Acast. See acast.com/privacy for more information.

Crossing the Rubicon: Can AI Make Brands Stronger Without Killing Creativity?

21 min

Marketing is crossing a new frontier, where data, AI and automation are transforming how brands grow. In this special Cannes Lions episode, Jane Ostler sits down with Mars Chief Brand Officer Rankin Carroll to discuss how brands can navigate this shift, from redefining agency partnerships to building new measurement models across paid, earned and shared channels. Together they explore how technology can enhance brand building, but originality, creativity and human insight remain irreplaceable.  Hosted on Acast. See acast.com/privacy for more information.

What is the Evolving Role of Video and Trusted Creator Voices?

11 min

As brands compete for attention, creators are building something more powerful: trusted communities.   In this Cannes Lions special, Jane Ostler is joined by Anne Marie Nelson-Bogle from Google to explain why YouTube creators are reshaping how brands connect with audiences. From the role of trust in driving purchase decisions to the impact of pairing creator and brand content, this episode explores how video and creators are redefining the marketing funnel. Hosted on Acast. See acast.com/privacy for more information.

Kantar BrandZ 2026: A conversation with Asmita Dubey, Chief Digital and Marketing Officer, L'Oréal

31 min

As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

Kantar BrandZ 2026: A conversation with Brett Hannath, Chief Marketing Officer, Intel

34 min

As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

Kantar BrandZ 2026: A conversation with Don McGuire, EVP and Chief Marketing Officer, Qualcomm Incorporated

35 min

As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

Kantar BrandZ 2026: A conversation with Drew Panayiotou, Chief Marketing Officer, Keurig Dr Pepper

26 min

As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world.   Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

Kantar BrandZ 2026: A conversation with Esi Eggleston Bracey, Marketing Leader

29 min

As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world.   Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

Kantar BrandZ 2026: A conversation with Jonathan Adashek, SVP, Marketing and Communications, IBM

24 min

As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world.   Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

Kantar BrandZ 2026: A conversation with Mark Weinstein, Chief Marketing Officer, Hilton

26 min

As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world.   Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

Kantar BrandZ 2026: A conversation with Michael Manske, Chief Brand, Marketing and Communications Officer, Polestar

24 min

As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world.   Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

Destination Effectiveness: How Virgin Atlantic Set a Clear Course for Growth

33 min

In this episode of Future Proof, Lynne Deason sits down with Annabelle Cordelli to unpack the transformation of Virgin Atlantic - from defining a clear global brand platform, to navigating the existential shock of the pandemic, and emerging with bold, culture-shaping work.   This is a story about the power of clarity, conviction and partnership. Together, they explore how a brand reconnects with people in moments that matter, and why effectiveness frameworks, customer intelligence and creative bravery have been critical to driving growth.   Along the way, Annabelle shares the thinking behind I Am What I Am and A Rainbow in the Clouds, and how Virgin Atlantic has embedded inclusion, experience and brand into every part of the business.   A must-listen for anyone building brands in uncertain times, and proof of what’s possible when insight and ambition come together. Hosted on Acast. See acast.com/privacy for more information.

What Happens to Your Brand when LLMs Become the Gatekeeper?

31 min

Is AI reinforcing or diluting your brand? Which brands do LLMs choose to surface and why?    LLMs are actively shaping how brands are discovered, compared and chosen. They are becoming the new gatekeepers of growth.  In this expert roundtable, Kantar leaders, from across disciplines and markets, discuss how LLMs are reshaping brand discovery. You'll leave with clarity on: 1. New opportunities for growth in the AI era 2. Practical guidance to support confident, informed next steps for your brand 3. Data-led perspectives to shape what to focus on   Win the LLMs' choice using signal intelligence Visibility is not enough. Brands need signal intelligence to understand how AI assistants are reshaping consumer decisions. Win the LLMs' choice by strengthening the brand signals AI relies on.  BrandDigital AI signals goes beyond short-term discoverability to show how LLMs shape long-term brand equity, grounded in Kantar’s Meaningful, Different and Salient (MDS) framework. From visibility metrics to MDS-aligned signals, it reveals how brand predisposition is built or eroded across AI assistants. Find out more: Kantar BrandDigital AI signals Hosted on Acast. See acast.com/privacy for more information.

How Do You Future Proof a 180 Year Old Luxury Brand?

20 min

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 salience at the point of choice, Kristy shares how a more rigorous approach to brand strategy is shaping decision‑making across the business. The conversation also digs into pricing power as a critical marker of brand strength, the role of emotion and meaning in luxury, and how brands can stay resilient amid cost pressures, changing consumption habits and global uncertainty. Hosted on Acast. See acast.com/privacy for more information.

Designing For Success: Behavioural Fuels, Frictions and Innovation That Sticks

29 min

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 shape innovation success, from identifying opportunities early to driving real adoption.  Through evidence-backed insights and real examples, they unpack why consumers don’t always act on good ideas, and how innovators can design with human behaviour in mind.   Hosted on Acast. See acast.com/privacy for more information.

Beyond LLMs: where AI, Culture and Humans Redefine Innovation

43 min

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 opportunities emerge, and why human judgment is still essential to shaping concepts that are meaningfully differentiated and commercially real. They also share how the Kantar × Quilt.AI partnership brings these capabilities together, closing the loop from signal to opportunity spaces to concepts with rigour and transparency.  Hosted on Acast. See acast.com/privacy for more information.

Crafting Early Advantage: Human Insights + AI as Engines of Innovation

27 min

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 experiments, tests, and scales new concepts at speed. He also unpacks how AI accelerates trend discovery and early exploration, with human judgment shaping what truly becomes a breakthrough. A sharp look at modern innovation discipline, where agility, insight, and smart tools create genuine competitive advantage.  Hosted on Acast. See acast.com/privacy for more information.

Shopping and Sipping: The Future of Beverage Shopper Marketing

20 min

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 and culture, this episode is packed with practical examples and forward-looking perspectives on winning in the fast-changing world of ready-to-drink beverages.  Hosted on Acast. See acast.com/privacy for more information.

Booking the Feeling: Emotion, Brand & the Connected Trip at Booking.com

17 min

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 feeling, how creators help the brand speak authentically to different travellers, and how Gen AI is enabling more tailored and relevant communication at scale. Ben also shares a practical vision for the connected trip: a future where flights, stays, cars and attractions seamlessly work together, as well as how they can step in proactively when things go wrong, working towards a frictionless experience. Hosted on Acast. See acast.com/privacy for more information.

Shaping Marketing Effectiveness in 2026 with Google

34 min

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 perspective on the persistent gap between marketers and the C-suite, the importance of unified KPIs, and why long-term effects remain under-measured.   Tune in for practical guidance on bridging internal divides, strengthening measurement foundations, and using AI and creators to drive stronger, more confident marketing decisions in 2026.  Hosted on Acast. See acast.com/privacy for more information.

How AI and Neuroscience Are Changing Marketing

37 min

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.   Allison shares her perspective on the evolving role of creative effectiveness, revealing how Reckitt leverages a hybrid approach, blending human insight, AI-driven meta-analysis, and neuroscience techniques like facial coding and eye tracking, to identify the moments that drive enjoyment, persuasion, and brand salience. Together, they discuss the importance of building a creative excellence playbook, the value of establishing clear research hypotheses, and how marketers can use these tools to deliver actionable insights and measurable business impact.   Tune in for practical guidance on measuring creative drivers, building brand rituals, and creating ads that resonate across cultures and categories. Hosted on Acast. See acast.com/privacy for more information.

Customer Experience in 2026: Balancing AI Innovation with Human Connection

24 min

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 beyond captive audiences and transactional relationships, earning loyalty through responsible practices and meaningfully different experiences. In an era where everything can be commoditised except the human touch, brands who deliver on their promises and build emotional connections will stand out.  Hosted on Acast. See acast.com/privacy for more information.

How Gaming Is Up-Leveling Marketing: Lessons from Discord’s Community-Driven Approach

39 min

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 dynamic space for brand engagement, and learn what sets advertising on Discord apart from traditional social platforms. With gaming now mainstream and communities more engaged than ever, this conversation reveals how brands can successfully activate community-driven marketing—and why the future of advertising might just be on your favorite gaming platform. Listen for an awesome conversation that will leave you inspired and may help you rethink your next campaign—and maybe even pick up a controller. Hosted on Acast. See acast.com/privacy for more information.

Humanising innovation: customer-centric transformation at Zurich Insurance

21 min

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 service innovations to empowering employees with new tools and training. Tune in for practical examples, lessons learned, and advice for responsibly embracing AI, while keeping the human touch at the heart of insurance. Hosted on Acast. See acast.com/privacy for more information.

The Power of In-Scene Media in Modern Advertising with Cory Treffiletti

30 min

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 significantly outperforms traditional advertising methods.  Backed by fresh research from Rembrand and Kantar, this episode uncovers eye-opening results—think dramatic lifts in brand awareness, recall, and purchase intent when brands show up inside the content people love. Discover why consumers are gravitating toward seamless, in-scene brand integrations and how this approach is rewriting the rules of engagement. Tune into this episode and join Nicole Jones, Kantar's Chief Media Commercial Officer, and Rembrand’s Chief Marketing Officer, Cory Treffiletti, as they dive into what’s working, what’s next, and how marketers can harness the power of authenticity and innovation to stand out in a crowded media landscape. Expect actionable takeaways, bold predictions, and a front-row seat to the future of advertising. Hosted on Acast. See acast.com/privacy for more information.

How KFC is sticking with what works, and sticking with chicken: The Best Christmas Ads 2025

34 min

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 you’ve spent more than you have. In this episode, Dani shares how KFC’s success at Christmas and beyond came from breaking traditions, ignoring the temptation to follow customer feedback, and staying true to what the brand stands for.  Hosted on Acast. See acast.com/privacy for more information.

The Future of Spending: Inside Visa’s Consumer Intelligence

43 min

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 of AI on actionable insights, the emotional drivers behind today’s spending decisions, and the strategies that help brands navigate economic uncertainty. Whether you’re a marketer, strategist, or simply curious about the future of payments, this episode offers a behind-the-scenes look at how data is transforming brands—and what it means for the future of business. Hosted on Acast. See acast.com/privacy for more information.

Unlocking the Power of Out-of-Home Advertising with Dan Levi

51 min

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 market projected to hit $50.52 billion by 2025 and U.S. revenues reaching record highs, this is a conversation you won’t want to miss. Nicole Jones, Chief Media Commercial Officer at Kantar, dives into the growing influence of Out-of-Home (OOH) advertising and why it’s becoming a critical component of the modern media mix, with special guest Dan Levi, EVP and CMO of Clear Channel Outdoor Americas. Dan also shares new learnings from a recent five-year study from Kantar and Clear Channel Outdoors on OOH's role in driving major results in advertising.  Tune in and discover how to unlock the full potential of Out-of-Home advertising, gain actionable insights, and learn why OOH deserves a place in every brand’s media strategy.  And to learn more about the study, visit https://clearchanneloutdoor.com/company-news/use-ooh-to-reach-national-and-local-consumers-where-digital-cant/?utm_source=online&utm_medium=podcast&utm_campaign=Kantar Hosted on Acast. See acast.com/privacy for more information.

TikTok’s Evolution: From Authenticity to Attention with Esteban Ribero

34 min

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 Media Director at Kantar, is joined by Esteban Ribero, Global Research Leader, Marketing Science at TikTok. Together, they explore how TikTok’s approach to authenticity, creators, and advertising has evolved, and what it means for brands aiming to capture quality attention in a fragmented media landscape.  Tune in for a behind-the-scenes look at why TikTok remains a favourite and discover what’s next for brands looking to make an impact in 2026. And to learn more about Media Reactions’ free guide to 2026 planning visit Kantar  Hosted on Acast. See acast.com/privacy for more information.

How Carlsberg Britvic puts product experience at the heart of innovation R&D with Dr. Caroline Withers

25 min

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 power of curiosity, the role of AI in R&D, and the importance of early collaboration between marketing, R&D, and product teams to create innovations that truly resonate. Hosted on Acast. See acast.com/privacy for more information.

How do you leverage AI for a full picture of creative effectiveness? With Anastasia Leng

18 min

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 personal challenge led to the creation of a platform now used by some of the world’s biggest brands. She discusses the new partnership between Kantar and Creative X, and how integrating AI-powered insights is helping marketers make smarter decisions about creative and media investment. Together, they unpack the rise of GenAI, the explosion of content, and the challenges brands face in maintaining creative consistency at scale. The conversation also delves into the creator economy, with fresh data on how influencer content is driving brand impact and why getting the basics right still matters. Tune in to hear why combining creative and media measurement is the next big step for marketers, and what the future holds for advertising effectiveness in an AI-driven world. Hosted on Acast. See acast.com/privacy for more information.

Reimagining Wellness: Creativity, AI and Trust in Health with Claudia Calori

27 min

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 through creativity rooted in innovation, and how sustainability is central to their marketing strategy. The conversation explores how consumer insights shape product development, and how AI is enhancing personalised self-care experiences. Claudia also reflects on the rapidly evolving future of health technology, the importance of meaningful innovation for brand growth, and how caring technology can help restore trust in the industry. Hosted on Acast. See acast.com/privacy for more information.

Meta: How AI is transforming advertising with Derya Matras

25 min

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 invest.   Derya also shares the details of her career journey, from management consulting to leading Meta's operations across Europe, the Middle East and Africa, and explains why execution is everything in tech. Meta’s approach of ‘launch first, optimise later’ makes sense as the best pathway to perfection, she says. Hosted on Acast. See acast.com/privacy for more information.

From Pause to Play: Mapping Amazon Ads Canvas with Chris Mullins

24 min

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 content.   On this special episode of Kantar's Future Proof Podcast, Nicole Jones is joined by Chris Mullins, Head of Measurement Product Marketing at Amazon Ads to uncover why consumers gravitate toward Amazon’s ad platforms. Chris shares his journey to Amazon Ads and offers a behind-the-scenes look at the strategies driving some of the most talked-about campaigns, including the launch of contextual AI pause ads and creative playbooks for live sports.  Whether you’re a marketer, strategist, or simply curious about the future of media, this episode is packed with actionable insights and forward-thinking perspectives on creativity, measurement, and the next wave of advertising innovation—plus, a look at why Amazon is leading the way in consumer ad preference according to Kantar’s latest research.  Hosted on Acast. See acast.com/privacy for more information.

Beyond the Funnel: Reimagining B2B Marketing with Ty Heath & Caroline Day

40 min

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 LinkedIn’s B2B Institute, Ty Heath, Director and Founder of the practice, and Caroline Day, Global Director. Together, they unpack: The evolution of B2B marketing and storytellingThe unique role and value of B2B creatorsHow LinkedIn is empowering brands to leverage creator influenceThe intersection of AI, neuroscience, and employee advocacy in modern marketing Whether you're a marketer, brand leader, or aspiring creator, this episode is packed with insights on how to future-proof your strategy—and your skillset—for the next era of B2B. Hosted on Acast. See acast.com/privacy for more information.

How does Reckitt harness AI to drive transformation?

14 min

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 marketing efficiency, the significance of data quality, and the future landscape of marketing where human touch remains vital despite advancements in AI. Hosted on Acast. See acast.com/privacy for more information.

From Rides to Reach: Mobility Media Unlocked with Matt Trandall

26 min

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 this episode of Kantar’s Future Proof Podcast, host Nicole Jones, Chief Media Commercial Officer at Kantar, sits down with Matt Trandall, Head of West at Lyft Media, to explore the fast-evolving world of mobility media. From pioneering streaming audio to redefining rideshare advertising, Matt shares his journey and Lyft’s transformation into a dynamic, data-driven media platform. Listen for a glimpse into what’s next for Lyft Media—from AI and smart cities to the future of autonomous advertising. Hosted on Acast. See acast.com/privacy for more information.

Signals of Impact: Rethinking Creative, Measurement, and Gen Z with Crystal Worthem and Sapphire Yi-Dyer

38 min

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 persistent gap in marketers’ confidence around how to create measurably effective campaigns.  And adding to that marketer challenge, creative signaling is changing. In this special edition of Future Proof, Jeff Herrmann Kantar’s guest host and Global Client Director, is joined by guests, Crystal Worthem, Global Director of Audience Marketing, Meta and Sapphire Yi-Dyer, Vice President of Customer Ecosystem, CreativeX. Listen in to better understand how to create effective digital creative, the role of AI in driving creative quality, and the Gen-Z effect on creative signaling.  Hosted on Acast. See acast.com/privacy for more information.

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