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. 

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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.

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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. 

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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.

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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.

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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. 

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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

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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 

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