Future Proof

By Kantar & Saïd Business School, Oxford UniversityBusiness Technology Marketing

Future Proof episodes

November 27, 2019 45. How can you make the world a better place?
Daianna Karaian has always worked at the intersection of sustainability and business, helping brands make money while also making a difference in the world. Now she has set up Thought Starter & Thoughtful Works, to help businesses and individuals actually walk the talk. We speak to Daianna about the Thought Starter kit and its basis in Martin Luther King’s 'six steps of non-violent social change', and how people and organisations are using it to make a real difference. We discuss the best examples of companies who have used their core competency to turn a negative impact on the world into a positive one. And we talk about how brands can enable their employees to put the brand’s purpose into their everyday activities at work, so that lofty goals can actually be met.
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31 min
November 05, 2019 44. How do you produce news in a digital world?
What’s involved in producing news? And what’s new about news in a more digital-focussed world? Inga Thordar, Executive Editor of International, CNN Digital Worldwide, tells Jane Ostler and Felipe Thomaz what an ‘average’ day looks like, how to find the right news stories for the right audiences, and how you can make news go viral… while still remaining trusted, non-partisan and distinctive.
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27 min
October 30, 2019 43. How do you delight Indian banking customers?
What makes a bank successful? How do you attract and retain customers in the Indian banking market? And what role does technology play? S. Ramakrishnan, Head of Retail Banking & Wealth Management for HSBC in India, speaks to Andrew Stephen and Amy Cashman about creating a winning customer experience, the benefits of being a multinational business, the future growth opportunities and how they are partnering with fintechs to make improvements to their service in an agile way.
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25 min
October 11, 2019 42. How can marketing change a company’s culture?
The Racing Post was set up in 1986 to provide expert insights to fans of racing. But how does it approach marketing today? What does the future look like for the publisher? And how is this digital transformation linked to the internal culture of the business? Louise Agran, CMO at the Racing Post, gives Andrew Stephen and Amy Cashman the lowdown on the business model at this heritage brand, the pros and cons of a very engaged audience, and the work she’s done to embed new values – ‘postmarks’ – in the business.
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29 min
October 06, 2019 41. Are marketers realising the full potential of AI and machine learning?
Can we use machine learning algorithms to better understand consumers? How they truly feel, simply by looking at their face or reading their Tweets? If not, why not? Dr Natalia Efremova of the University of Oxford talks about the current research, the potential of AI and machine learning, and the power it might have not only in marketing but in achieving social goods. She also touches on why it’s so difficult to get sophisticated information from algorithms, how to avoid bias, and the importance of education in order to get this right.
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30 min
September 29, 2019 40. What is the value of creativity? with Perry Nightingale
How can we measure creativity? It's a big question, and a big challenge - but one that WPP's Perry Nightingale is keen to answer (with a little help from Oxford University and the Future of Marketing Initiative). In the second part of Andrew and Jane's conversation with Perry, we hear about Perry's creativity school, infusing creativity into an organisation, what has changed in the last 10 years (and what might happen next), along with Perry's views on how advertising agencies can find, encourage, retain and empower creative people.
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27 min
September 23, 2019 39. Why does the adtech market need to change?
Kirk McDonald, CMO of advertising and analytics company Xandr, talks to Jane Ostler in Cannes about his views on the digital landscape – how digital advertising is analogous to the food supply chain, why Xandr’s mission is to ‘make advertising matter’, and how a great user experience can go hand in hand with effectiveness for marketers and efficiency for publishers. Kirk believes we can use technology in smart ways to deliver highly personalised ads, but he argues that the whole industry should endeavour to make things simpler, reduce the jargon, and acknowledge that data isn’t everything.

Read the latest relevance report from Xandr and Kantar.
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22 min
September 15, 2019 38. What is the future of automotive? with Mat Heinl
There is a lot of disruption in the world of ‘mobility’ – but what does that actually mean? What does it take to launch a ‘mobility’ product? How will marketing teams encourage consumers to adopt new platforms and travel methods, including autonomous vehicles? And what do these innovations mean for traditional car and transport brands, other types of businesses, and society at large? Mat Heinl, CEO of Moving Brands, talks cars, sandwiches, horses and ice cream vans with Andrew and Jane.
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31 min
September 09, 2019 37. Why does eBay advertise on TV? with Gareth Jones
There is a lot people don’t know about eBay, says Gareth Jones. In order to bust some of those myths – around things like delivery and newness – the online shopping platform is spending more and more on traditional media channels like radio and TV. Telling these stories and reaching a wider audience is helping them achieve longer term success, he explains, and complements their digital advertising approach nicely. So how does it work? How can “digital” principles be applied to things like radio and TV ads? How is it all measured? And what’s next for eBay?
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29 min
September 01, 2019 36. Can a machine be creative? with Perry Nightingale
Technology and data now sit at the heart of marketing, and AI has quietly embedded itself in our culture. But how can we use it to produce adverts that make an impact? Why is human creativity still important? And what are the big questions we need to be asking about evolving technology... not just from a business perspective, but for society as a whole? In part one of a two-part discussion, Perry Nightingale shares his wisdom with Professor Andrew Stephen and Jane Bloomfield.
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22 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…