Future Proof

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How does a brand like Doritos achieve consistent global growth? In this episode of Future Proof, we explore this with Mustafa Shamseldin, the Category Growth Officer and CMO for International Foods at PepsiCo. Mustafa shares how he fosters synergies across cross-functional teams to facilitate holistic brand growth, integrating functions from supply chain to innovation. He also discusses the strategic decisions behind Doritos’ impressive global penetration and its recent win at the Kantar Brand Blueprint Awards.

Mustafa delves into the science behind growth and how PepsiCo leverages data to inform its strategies. He highlights creative campaigns, including a unique solution for gamers that silences the iconic crunch. Mustafa also shares his vision for future-proofing PepsiCo’s brands through sustainable practices and continuous innovation. Tune in for valuable insights from one of the leading minds in marketing.

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In this festive podcast episode, Lynne Deason chats with Toby Horry, Global Marketing Director at TUI, about his role in decking the halls of the TUI brand. 

Tune in to learn the strategic thinking behind how the brand is expanding its perceptions and delivering impactful and memorable effective marketing campaigns.

More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. ​

Kantar Marketplace: insights at the speed of business for year-round success.

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Get into the festive spirit with Lynne Deason and McCann's Global Head of Effectiveness and Retail, Jamie Peate, as they unwrap the secrets behind building a shared effectiveness culture.

Plus, discover insights into how creativity and brand centricity are the key to effectiveness. 

More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. ​

Kantar Marketplace: insights at the speed of business for year-round success.

Sign up here to get this year’s results first 📃

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In this insightful conversation, Lynne Deason, Head of Creative Excellence at Kantar, interviews Nicole Dudley, Brand Manager – Christmas and Halloween at Cadbury, about the success of Cadbury’s Secret Santa campaign.

Cadbury’s innovative multichannel approach to festive marketing has made it the fastest-growing confectionery brand at Christmas, achieving a 43% increase in sales and £80 million in additional revenue.

Unwrap a sneak peek at Cadbury's Christmas plans for 2024, valuable lessons on maintaining brand consistency with a 'purple thread' of distinctive brand assets, the importance of diversity and inclusion, and the benefits of sticking with a successful campaign idea.

More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. ​

Kantar Marketplace: insights at the speed of business for year-round success.

Sign up here to get this year’s results first 📃

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of Future Proof, we delve into the transformative power of creativity in addressing business challenges. Join us as we chat with Denise Van Strien, Senior Global Marketing Manager at Magnum, Camilla Facin, Head of Strategic Planning at Lola Mullen Lowe, and Vera Sidlova, Global Creative Thought Leadership Director at Kantar.

Discover how Magnum marketing team harness consumer insights and innovative strategies to turn business problems into compelling, human-centric campaigns. From the award-winning “Stick to the Original” campaign to breaking seasonal barriers with “Find Your Summer,” learn how creativity not only drives brand differentiation but also fosters meaningful connections with consumers.

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In this episode of Future Proof, recorded at Cannes Lions week, Jane Ostler, Global EVP Thought Leadership at Kantar, sits down with Richard Lloyd, Meta’s Director of Marketing Science, Global Clients and Agencies. They discuss the evolving landscape of digital media, the rise of online video, and the critical importance of attention in advertising. Richard shares insights on how brands can stand out in a crowded market, the role of AI in media planning, and the future of attention measurement. 

Richard also discusses the significance of human connection in digital advertising, emphasising the need for emotional hooks and distinctive brand assets to capture and retain consumer attention. He highlights the challenges and opportunities presented by shorter video formats and the importance of creative optimisation in driving campaign effectiveness. Listen to discover how to navigate the complexities of modern advertising and stay ahead in the digital age. 

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In this compelling episode of the Kantar Future Proof podcast, Lynne Deason, Head of Creative Excellence, talks to Sarah Mayall, Head of Brand for HSBC UK. Together, they explore the intricate journey of crafting multi-award-winning marketing campaigns—including a recent bronze IPA Award—that not only achieve commercial success but also have a positive impact on society and staff.

Learn how authenticity, creativity, boldness, and strategic partnerships fuel memorable, brand-centric connections that make your brand meaningfully different from others. The most valuable inspiration for developing effective marketing campaigns is often found in particularly challenging spaces, and financial services advertising is one of the toughest.

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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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