Future Proof

By Kantar & Saïd Business School, Oxford University

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... more

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FAQs about Future Proof:

How many episodes does Future Proof have?

The podcast currently has 217 episodes available.

Future Proof episodes:

August 03, 2020 63. Why should brands embrace the circular economy?
As a professional sailor, sailing round the globe, Ellen MacArthur made a revelatory realisation about the wasteful nature of our (centuries-old) linear economy. Ten years on, the Foundation seeks to connect organisations with the right resources to become “restorative and regenerative” rather than “consumptive and extractive”. But what is the economic argument, beyond the social and environmental ones, about moving to a circular economy? Where can brands get started, and how has COVID-19 chivvied them along? And what are brands doing right now to innovate and make sustainable change?
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26min
July 19, 2020 62. What does it mean to be color brave?
What is the difference between being “color blind” and being “color brave”? Why does it matter? How can brands be braver when it comes to inclusion, diversity and equity? And what is it about this moment in time that has brought color bravery to the fore? Felipe Thomaz (Associate Professor of Marketing, Saïd Business School) speaks to Melissa Hansberry and Stephen DiMarco from Kantar, about this ongoing work – research into color bravery – and the role of brands in shaping and ultimately improving society.
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23min
June 29, 2020 61. How do we make fashion sustainable?
As consumer preferences and brand promises shift towards a more sustainable approach – considering and minimising our environmental impact – what changes can we all make to reduce clothing and apparel waste? And how can brands get involved? Eshita Kabra-Davies set up fashion rental app By Rotation in 2019, to allow people to rotate their wardrobes, enjoy luxury brands cost effectively, and reduce their carbon footprint. As the app evolves and the renter and lender numbers grow, she has plenty of interesting insights about what can and should change in the world of fashion, the habits and requirements of modern shoppers, and the importance of community as you build a business.
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28min
June 15, 2020 60. Why should you care about TikTok?
Jane and Andrew speak to Jorge Ruiz, Head of Marketing Science at TikTok, about why the app is seeing a surge in popularity, and why it’s ideal for these uncertain times. What is special about the short-form video platform? Why has it been particularly important during COVID-19 lockdown periods? And how can advertisers get involved?

Kantar data shows that TikTok has broad appeal, and Jorge discusses why it’s so attractive to so many types of audience, gives examples of engaging campaigns, and explains the best way to approach using the platform.
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19min
June 08, 2020 59. What happened to Cannes Lions?
With the fear and uncertainty posed by a global pandemic, Ascential – the company that runs Cannes Lions – this year made the difficult decision to cancel the festival. But what does that mean for the business, for the advertising industry, and for the world of events? We hear from Philip Thomas, Chairman of Cannes Lions and president of Ascential Marketing, on the difficult decision to cancel the event, and the awards. He discusses the digital events they will be running in June instead (Lions Live), the value of having close customer relationships, and what is happening to creativity and brand ‘purpose’ as we address the COVID-19 crisis.
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22min
June 01, 2020 58. How is radio coping with COVID-19?
How do you produce radio in lockdown? When you have committed to keep broadcasting 24/7? Kantar’s Jane Ostler spoke to Steve Parkinson, MD of Bauer Media’s national radio brands in the UK, about the steps they’ve taken, the technology they’ve relied on, and what happens next for the commercial radio stations that are now broadcasting from people’s homes. Steve touches on some of the challenges – like reconsidering obituary procedures, and helping advertisers get the tone of their campaigns right – and the important role of radio during difficult times. With consumption on the rise, how has their approach (to programming, scheduling, news and music rotation) augmented to fit our new daily routines? And what changes (to this very resilient media format) are likely to persist?
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24min
May 22, 2020 57. How does politics affect brands in America? with Joel Benenson
Walker Smith speaks to Joel Benenson, founder and CEO of the Benenson Strategy Group, a leading political and corporate strategist, and formerly American ‘Pollster of the Year’. As the US enters election season, and faces the huge challenge of a global pandemic, how is the relationship between politics and business changing? Joel talks about the state of US politics and levels of polarisation, the affect on brands and the changing nature of customer demand, and the importance of employee sentiment – and measuring that accurately – in building strong brands.
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28min
May 11, 2020 56. Does conversational AI give us better insights?
How much would you tell a chatbot? Tara Prabhakar interviews David Wright and Karlien Kriegler, innovation specialists at Kantar, about the work they’ve been doing around conversational AI and the fascinating results of some client projects in this space. Describing the (fast) evolution of chatbots, David and Karlien explain how new approaches to research – featuring chat, AI, natural language processing and some human insight – can bring together the best of qualitative and quantitative research methods, and gives us richer insights into consumer behaviour, sentiment and reasoning. What’s the right persona? Why does context matter? How do you get the right balance of friendly and probing? And what’s next?
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28min
April 27, 2020 55. How can search data build a winning content strategy?
How do you create content that people really need, and want to read? The smartest route is to start with search data, and use the insights to write engaging evergreen articles. This is what Sergey Lesnikov, Senior Global Digital Marketing & Ecommerce Manager at Philips, did with his team and partners Mavens of London in order to create the Male Grooming Experience Center, a digital hub for useful content around male grooming. Tara Prabakhar asks Sergey what inspired the idea, how it was done, what made it so successful, and the role of AI in the future.
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27min
April 20, 2020 BONUS: How will COVID-19 affect media and advertising?
Host Professor Andrew Stephen chats to Jane Ostler, Daren Poole and Andy Brown, media and creative experts from Kantar, to find out what the coronavirus means for media and advertising. What happens if brands stop advertising? How are our consumption habits changing? And what makes a good piece of creative at this time?
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21min

FAQs about Future Proof:

How many episodes does Future Proof have?

The podcast currently has 217 episodes available.

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