Future Proof

Recorded live at Saïd Business School (Oxford University), a panel of experts talk about the What Women Want? initiative by Kantar, launched in 2018 to explore the last 100 years of marketing to women – and looking at how self-esteem can play an important role for brands looking to reach a wider audience.

The panel was made up of members of the What Women Want? steering committee:

Phillipa Snare,  EMEA Marketing Group, Facebook

Justine Roberts, Founder, Mumsnet and Gransnet

Bart Michels, UK Country Leader, Kantar

Felipe Thomaz, Associate Professor of Marketing, Saïd Business School (Oxford University)

Hosted by Hosted by Andrew Stephen, L’Oreal Professor of Marketing at Saïd Business School (Oxford University)

 

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The BBC’s public purpose is to inform, educate, entertain and bring the country together. Measuring and improving this is at the heart of the corporation’s research strategy, as Director of Audiences Nick North explains. So what does the BBC know about you? How are they using customer and behavioural data to create and improve TV and digital content, and the overall quality of the experience? And what can brands learn from the BBC’s approach?

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Ostler, Global Head of Media, Insights Division at Kantar.

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Yasmeen Ahmad from Teradata tells us what Artificial Intelligence (AI) actually means, and where it can be valuable for businesses – particularly for marketing teams. Cutting through the nonsense to explain how AI really works, Yasmeen points to the value, the risks, and the key things to consider when you bring AI into your organisation. 

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Bloomfield, Head of Business Development, Insights Division at Kantar.

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2018 marked the centenary of women’s suffrage in the UK. This was the beginning of a new era, when brands started to see women as consumers in their own right.

Kantar created the What Women Want? Exhibition to explore the last 100 years of marketing to women, and to celebrate this ongoing journey of emancipation, engagement and empowerment.

Listen to this audio tour to explore a century of outstanding examples and milestones in marketing to women.

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Despite there being so much evidence of marketing effectiveness, the industry doesn’t always promote itself and believe in its own value, says Russell Parsons. Why does this case still need to be made? What do marketers need to do differently? And how should marketing sell itself not only to stakeholders in the business, but also to the wider world? And to themselves?

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Advertising needs to reflect our society, says Karen Blackett OBE – UK Country Manager for WPP, Chairperson of MediaCom and race equality business champion to the UK government – but it isn’t currently doing so. With stereotypes, tokenism and a downright lack of diversity in the world of advertising, we are missing out on greater creativity, transformation – and ultimately profit. Who is leading the way, and what should business leaders consider when embarking on this journey?

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Bart Michels, Kantar UK Country Lead.

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The world of news is changing, from the way people consume it to how trusted certain channels are, and how the model is funded. Seth Rogin of Nucleus Marketing Solutions explains how they are trying to transform the way news platforms and brands work together, and why it is more important than ever to support quality journalism as a way to connect with your target audience.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Bloomfield, Head of Business Development, Insights Division at Kantar.

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Metro Bank is a UK bank that aims to put customers and colleagues at the heart of everything they do. Their CEO Craig Donaldson tells us how they achieve customer-centricity in an omnichannel world, what the barriers are to creating enthusiastic, loyal fans… and why it makes commercial sense to do so.

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Bart Michels, Kantar UK Country Lead.

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In this episode, we explore Twitter from a research angle – how they measure success, how they are looking to improve the ‘health’ of conversations on the platform, and how the research team uses data to help brands. Jake Steadman, Senior Director of Research for International and Agency, also discusses his views on the role of Twitter and the wider world of market research.

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Will analytics and AI finally help marketing teams measure ROI properly? Will TV ‘die’ or become bigger than ever? Is it more important to be a real influencer, or have real followers on social media? And how can brands navigate the risks and rewards of voice technology?

Andy Brown, CEO of Kantar Media; Jane Ostler, Global Head of Media for the Insights division at Kantar, and Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School, discuss how the next twelve months will transform the world of media, marketing and brand building.

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