Future Proof

Innovation is tough in any market but in the food and drink sectors the competition is harsh and there is a lot to be learnt for all innovators about how brands innovate in this crowded marketplace. Koen Burghouts, VP Global Foods, explains how PepsiCo has taken steps to do things differently when it comes to innovation. Finding ways to identify new tensions, focusing more on more strategic innovations and how taking a broader definition of innovation helps enable this.

Whether it’s giving people permission to indulge via low sodium and low fat products in Europe or launching new options that meet Chinese demands for high protein snacks, Koen tells Kantar’s Dr.Nicki Morley how innovation is the freedom to solve against the tension through product, services, business model or activation. Recent examples include the Flaming Hot platform that runs across Lays, Doritos and Cheetos to help people spice up their daily meals.

Koen shares his top tips on how innovation has been the driving force behind PepsiCo’s ongoing successes in this crowded marketplace.

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In the latest episode of Kantar’s Future Proof podcast, Dr. Nicki Morley, Head of Behavioural Science and Innovation Expertise at Kantar UK, sits down with Barbara Schandl, Head of Insight at Mondelez Snack Futures Ventures, to delve into the dynamic world of venture initiatives. As two self-proclaimed 'Curiosity champions', they dive into the benefits of these programs and what valuable insights Barbara has brought back to Mondelez's core business.

Barbara also shares her top tips for successful innovation based on her Ventures journey. Plus, they explore the power of test and learn processes, one of the fundamental concepts introduced in Kantar's latest Innovator's Advantage guide. Tune in to this engaging conversation to discover how a curious mindset can drive innovation and growth.

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Join Dr. Nicki Morley as she sits down with Shafik Saba, Global Lead for Front-End Innovation at Haleon, to discuss the power of innovation in driving growth. Shafik shares his philosophy on innovation through design thinking, brand centricity, and building from strong foundations. 

Discover the key to sustainable growth through innovation isn’t all about ideation and learn why loving your job, investing in people and having a clear brief are the first things you must do unlock new thinking.

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2023 will be challenging as marketers navigate tough economic conditions, but it also presents a world of new opportunities. In this episode of Future Proof podcast, Jane Ostler, EVP Global Thought Leadership at Kantar, talks to Mastercard’s Chief Marketing and Communications Officer Raja Rajamannar about what he’s most excited about in 2023, including his view and prospects for Augmented Reality, Artificial Intelligence, Virtual Reality and Web3, as well as the importance of innovation in creativity.

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What does 2023 hold for media adspend? Jane Ostler talks to GroupM’s new guru of market prediction, Kate Scott-Dawkins, to get her views on where the global ad market is going. Together they explore the reality of what a soft-landing for the global economy will mean for overall ad spend as well as individual channels.

Kate explains that while digital may appear to be to be struggling, it is in fact simply decelerating after unprecedented growth during the pandemic and remains one of the fastest-growing channels. More concerning for many brands is the challenge of delivering reach in 2023, which is becoming trickier as linear TV continues to decline in most markets.

Finally, Jane and Kate discuss whether spend on new opportunities such as retail media, user generated content and influencers, gaming and the metaverse is going to scale rapidly.

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We all know that great ads win awards but do they drive bottom line for the business that pays for them? In this episode of Future Proof, Jane Ostler talks to Amy Rodgers at WARC and Duncan Southgate from Kantar about new research into the complex relationship between creativity and profit.

In particular, with many marketers being pushed to consider greater focus on performance marketing, she asks whether brand marketers can make an economic case for being bigger and bolder with their messaging in 2023.

Amy and Duncan explain how WARC case study data on campaign ROI has been combined with Kantar’s Link ad quality scores to identify just how much short and long-term creative quality attributes drive profitability.

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Jerry Daykin explains why inclusive marketing is, simply, better marketing.

Jerry Daykin, Head of Global Media at Beam Suntory and WFA Diversity Ambassador, has recently written Inclusive Marketing, a practical guide to embedding true representation across the marketing process.

In this episode, he talks to Valeria Piaggio, Global Head of DEI at Kantar, about how marketers need to think beyond their comfort zones and find different voices who can deliver competitive advantage and connect their brands with new customers. 

Valeria and Jerry discuss how research can help brands create more inclusive campaigns and explore the idea that inclusive marketing is simply better marketing.

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Ed Vaizey has been part of the UK’s cultural leadership for more than a decade, as a UK Government Minister, a member of the House of Lords, a director at the Tate, and now with his own show on Times Radio.

Today he talks to Jane Ostler, EVP of Thought Leadership at Kantar, about pandemic TV viewing, the future of radio and TV, and how data is used. In particular, he explains how cultural institutions such as the Tate can use technology, data and content to build communities of interest that could provide substantial revenues.

Finally, he explains why our hybrid broadcasting system – streamed content plus live broadcasting – on both radio and TV, is here to stay for the foreseeable future.

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Menopause is an increasingly hot topic as brands, politicians, celebrities, and influencers are driving the conversation to the top of the agenda. We have invited Lesley Salem, Founder of Over The Bloody Moon, a leading menopause support provider, to frankly discuss about our research into symptoms, the menopause in the corporate space and how brands should look at the menopause with insights from our study Redefining the Menopause launched earlier this year.

Lesley joins Jane Ostler to discuss the opportunities for brands in this space, how they can better understand the audience through insights and ultimately innovate and communicate sensitively and authentically – avoiding criticisms of “wellness washing”.

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With prominent ad agencies advising their clients to pause advertising on Twitter, we talk with Nick Primola, Group EVP of the Association of National Advertisers, about brand risk, credibility and how advertisers perceive the recent decisions taken by Twitter’s new owner Elon Musk. 

In this new episode Jane Ostler, EVP of Global Thought Leadership at Kantar, asks Nick what the social media platform can do to win back CMOs' trust, what are the big issues concerning advertisers right now, and how CMOs are now choosing the digital platforms where they will be present in the future.

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