Future Proof

By Kantar & Saïd Business School, Oxford UniversityBusiness Technology Marketing

Future Proof episodes

November 18, 2022 23. Did we mention attention?
Sander Bosch from Heineken explains the role of attention measurement in planning and evaluating communications effectiveness. There has been a rise in interest around attention in the last few years. Our latest Media Reactions study reveals the majority of marketers believe that attention influences both creative and media effectiveness. Will it soon become a media currency? In this episode of Future Proof, Sander Bosch, Global Head of Brand & Communication Insights at Heineken, joins Kantar’s Duncan Southgate to talk about multimedia planning, attention elasticity and attention metrics. With Sander we discuss how marketers are using attention measurement to drive performance, and explore the latest techniques to both measure and predict attention.
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29 min
November 02, 2022 22. How brands are improving ad performance
Ad pre-testing plays a central role in campaign effectiveness, making sure the ad creates an emotional connection, builds the brand, and meets sales objectives. But with media budgets shifting to digital, should brands simply rely on in-flight campaign optimisation to drive performance? In this episode, Duncan Southgate, Creative & Media Solutions Director at Kantar, talks with Robin Langford, Editor at Performance Marketing World and Leonie Gates-Sumner, Head of Creative, Kantar UK about ad testing, in-flight optimisation, the role of Artificial Intelligence, and how the performance marketing landscape will evolve into 2023 and beyond.
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33 min
October 14, 2022 21. What is truth in marketing?
What happens when marketing academics disagree? How do marketing academics look at brand theories and how does that resonate between marketing practitioners? In this episode, Jane Ostler, EVP of Global Thought Leadership at Kantar talks with Felipe Thomaz, associate professor of marketing at Saïd Business School, about trust, lies and evidence in marketing. Together with Graham Staplehurst, Thought Leadership director at Kantar BrandZ, they dig into the concepts of complexity, dynamism and differentiation and how they are seen by the world of academia and between marketing practitioners who must deal with decisions on a day-to-day basis.
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36 min
October 13, 2022 21. What is truth in marketing?
What happens when marketing academics disagree? How do marketing academics look at brand theories and how does that resonate between marketing practitioners? In this episode, Jane Ostler, EVP of Global Thought Leadership at Kantar talks with Felipe Thomaz, associate professor of marketing at Saïd Business School, about trust, lies and evidence in marketing. Together with Graham Staplehurst, Thought Leadership director at Kantar BrandZ, they dig into the concepts of complexity, dynamism and differentiation and how they are seen by the world of academia and between marketing practitioners who must deal with decisions on a day-to-day basis.
35 min
August 11, 2022 20. Aldi & McCann Manchester: The power of entertaining advertising to solve business challenges and propel growth.
In 2022 Aldi bounced back into the Global Top 100 Brands, having increased its value by 20% to $21bn. Aldi had the most effective UK Christmas ad last year and in is one of six brands to be nominated for Marketing Week’s UK brand of the year. Aldi is on the verge of taking over from Morrisons as the UK’s fourth biggest supermarket, it’s growth being far ahead of everyone else in a category that saw all but Tesco lose their share of wallet in the 12 weeks to July 10. Effective communications is one of the key pillars underpinning Aldi’s growth in the UK. In this podcast Jamie Peate, McCann’s UK head of Effectiveness and MWGs Global Head of Retail Strategy, talks about how McCann Manchester and Aldi have a shared effectiveness culture and ways of working that leads to the creation of entertaining and distinctive brand centric communications that solve business challenges and play a key role in propelling Aldi’s growth.
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31 min
August 10, 2022 19. Future Proof: Why does Mark Ritson urge brands to go beyond salience?
Staying profitable is more important in inflationary times. We discuss how to achieve this with Marketing professor, Mark Ritson

Since he was a junior professor, Mark Ritson had one goal: to break through the narrow readership circles of academia and be read by everyone in the marketing industry. A goal he’s doubtlessly surpassed having won multiple awards for his column in Marketing Week. With every piece he strikes a chord with marketers, makes them think, but equally, he polarises the industry.
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38 min
August 03, 202219. Future Proof: Why does Mark Ritson urge brands to go beyond salience?
Staying profitable is more important in inflationary times. We discuss how to achieve this with Marketing professor, Mark Ritson

Since he was a junior professor, Mark Ritson had one goal: to break through the narrow readership circles of academia and be read by everyone in the marketing industry. A goal he’s doubtlessly surpassed having won multiple awards for his column in Marketing Week. With every piece he strikes a chord with marketers, makes them think, but equally, he polarises the industry.

When Kantar’s Mary Kyriakidi met Mark on his mini-MBA in Marketing, his tone wasn’t provocative. His teaching approach was nurturing and didn’t end on completion of the course. Mary channeled her lingering inspiration from the programme to write series of articles about what brand equity is and the conundrums faced by the modern marketer.

In this episode of Kantar’s Future Proof podcast, Mark offers his point of view on the most pertinent questions (or dilemmas) of the modern marketer, declares his admiration for Kantar’s Meaningfully Different framework and urges brands to go beyond brute salience. “We’ve gone too far”, he says “and belittled differentiation. The minute you get to the long-held propensity for brand equity to reduce price sensitivity, you are in a different world”.

Didactic, explosive and as entertaining as ever, Mark fights back on the tyranny of OR of our times and explains why brand building should absolutely not stop during recessionary times. Also, how a little bit of healthy paranoia can help us to do a better job.

Listen to the podcast to find out:

Why an obsessive focus on ROI will lose you money?

If brand equity is NOT just the combination of mental and physical availability...

What is brand equity?

And what exactly does it deliver?

How should smart companies react during the recession?

What’s the triptych for successful pricing and how can you help your business stay profitable in inflationary times?

How can you best manage a price war?

Why is holding two contradictory ideas in your head beneficiary for your business?

How can vibrant brands stay on top of their game?
38 min
April 25, 2022 18. What will the future insights organisation look like?
Stephan Gans joins us to talk about Insights Transformation and how Consumer Insights can best organize to drive business value. Stephan Gans is the SVP, Chief Consumer Insights and Analytics Officer at PepsiCo, one of the world’s largest and best-known FMCG companies. He’s been in the business of understanding and predicting consumer behaviour for some time and leads the ongoing transformation of his function at PepsiCo. Stephan join’s Kantar’s Mark Visser and Professor Andrew Stephen to discuss the future of Insights organisations and the need for re-imagining the Insights function in these disruptive times.
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30 min
March 25, 2022 17. How can brands get sustainability in advertising right?
Graham Page is a Global Managing Director at Affectiva and leads Affectiva’s Media Analytics business, which is focused on the application of Emotion AI technology to content, media testing, and customer experiences. Together with Kantar’s Vera Sidlova, Global Director, Creative at Kantar - join Jane Ostler to discuss the issues with sustainability in advertising and why brands often get it wrong. What is the context of sustainability advertising today? What do people expect from brands in the space? And why do advertiser get this wrong and in turn get banned in the process?
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28 min
March 07, 2022 16. Can we make the media industry more inclusive?
Belinda J Smith is CEO of Americas at m/SIX, as well as the Global Diversity Ambassador for the World Federation of Advertisers (WFA). Belinda is also a diversity activist and has led media and advertising in various organisations throughout her career. She joins Valeria Piaggio to discuss the issue of diversity and inclusion in the advertising industry, following the publication of the first Global DEI Census from the WFA. Why was a survey like this needed, and why does it matter? What are the key themes from the results? What can agencies do differently, both internally and in the content they produce? And what are the barriers to true inclusion?
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34 min

About Future Proof

From the publisher's feed

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…