Future Proof

Are you a marketer looking to understand how behavioural science can open up new opportunities for your brand? Then look no further than this Future Proof Podcast episode.

Dr Nicki Morley, Head of Innovation and Behavioural Science Expertise at Kantar, and Richard Shotton, author of The Choice Factory and the Illusion of Choice, discuss the challenges of behavioural science in the industry, how it can drive sustainability agendas and, of course, their favourite behavioural science interventions 🧠🧪

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What if taking a break from technology could be as simple as enjoying a chocolate bar? In this episode of Future Proof, we delve into the world of KitKat’s latest campaign, one of the winners of the Kantar Creative Effectiveness Awards 2024. Join host Jane Ostler for an insightful conversation with Wael Jabi, Head of Marketing for KitKat at Nestlé, Tom Drew, Executive Creative Director at VML in London, and Polly Wyn-Jones, Global Knowledge Manager for Creative and Media at Kantar. Discover how the team identified the universal frustration with technology as a key insight and transformed it into a compelling campaign that resonates globally.

They explore the creative process behind the campaign, the challenges of maintaining a consistent brand message across diverse markets, and the importance of consumer feedback in driving creative effectiveness. Learn how KitKat, a brand with nearly 90 years of heritage, stays relevant in today’s fast-paced world by addressing modern consumer needs and frustrations. Whether you’re a marketing professional, a fan of great advertising, or simply curious about the behind-the-scenes of successful campaigns, this episode offers valuable insights into the art and science of brand storytelling. 

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Ever wondered how IKEA manages to blend affordability, sustainability, and functional design seamlessly? In this enlightening episode of Future Proof, host Jane Ostler, EVP Global Thought Leadership at Kantar, welcomes Gianluca Toccafondi, the marketing lead at IKEA, who won the Most Meaningfully Different Award in our recent Brand Blueprint Awards 2024. Gianluca delves into IKEA’s unique approach to sustainability and how it is embedded in their product design and business model. He highlights the brand’s focus on creating affordable, functional, and sustainable solutions that cater to the needs and dreams of many people. Additionally, he touches on IKEA’s global positioning and how it varies based on the market maturity in different regions. 

They also discuss IKEA’s advertising strategies and how they have evolved over the years. Gianluca talks about the brand’s shift towards a more strategic approach, focusing on creative simplicity, fun, and play. He also shares how IKEA leverages social media and cultural moments to engage with its audience and enhance its brand presence. Tune in to this episode to gain a deeper understanding of IKEA’s marketing landscape and its vision for the future, all recorded during the vibrant Cannes Lions week. 

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Join Jane Ostler, EVP Global Thought Leadership at Kantar, as she engages in a fast-paced and thought-provoking conversation with Kate Scott-Dawkins, Global President of Business Intelligence at GroupM, during Cannes Lions week. They dive into GroupM’s “This Year, Next Year” report, discussing the transformative impact of AI, the rapid growth of retail media, and the evolving landscape of political advertising. Discover how these trends are reshaping the media world and what it means for brands aiming to stay ahead in a dynamic market.

In this episode, Kate also shares insights on the importance of responsible investment in media, the integration of commerce and media, and the future of content creation with AI. Learn how brands can leverage new opportunities and maintain trust and relevance in an ever-evolving landscape.

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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 sparkling water, successfully ventured into flavoured soft drinks in cans, demonstrating a creative way to find new spaces without cannibalising existing sales. Another example is Lurpak Butter, which capitalised on advertising to amplify existing uses, such as cooking with butter instead of oil, thereby expanding the category. Premiumisation, like Baileys Chocolate Lux, and appealing to price-conscious consumers, as seen with Netflix's ad-supported tier, are also strategies brands use to innovate and grow. The key is to ensure that innovations are incremental and align with the brand's existing motivations and contexts to mitigate risks and increase the likelihood of success.

To find out more, visit kantar.com/blueprint

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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 emphasised, with examples like Harry’s, a men’s razor company, expanding from online subscriptions to physical retail partnerships.

They also discuss the significance of range in attracting different buyers, using Heinz Beans’ various formats and variants as an example. Paul and Jane warn against over-reliance on price promotions, suggesting a focus on price pack architecture instead. The discussion extends to the role of digital presence and retail media, noting the increasing use of retail data for targeted marketing. They also stress the need for brands to be consistently findable online and in-store to capture all potential sales.

To find out more, visit kantar.com/blueprint

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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 guarantee of loyalty but rather a spectrum, where the goal is to strengthen and scale predisposition among as many individuals as possible.

Examples from various sectors, including grocery retail and streaming video, show successful strategies in building predisposition, such as M&S Food's seasonal advertising and Netflix's low churn rate due to high equity. The conversation also covers the role of media, creative content, and experiences in amplifying a brand's meaningful difference, with digital ads evoking stronger emotions being particularly effective. Overall, predisposition is presented as a multifaceted concept that, when leveraged effectively, can significantly enhance a brand's market position.

To find out more, visit kantar.com/blueprint

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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 value. Strong brands are shown to outperform the stock market and are more resilient to economic shocks. Graham talks about the key to growth being meaningfully different to more people by creating rich, meaningful associations in consumers’ minds and differentiating from competitors. 

This difference can be functional or emotional, offering something unique that competitors can’t, which helps in commanding higher prices and driving margin growth. Measuring meaningfulness, difference, and salience over time is crucial for guiding strategy, checking execution, and signalling brand value to investors. Advertising and marketing are investments that add to the asset value of a business.

To find out more, visit kantar.com/blueprint

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