Future Proof

Do you think people understand your business? Its true essence? Most companies in the UK say they are misunderstood, by customers, suppliers, society and even by employees… and that this narrative gap is stunting their growth. We ask Steve Marinker from Powerscourt to explain what their research with Kantar Millward Brown uncovered, where the biggest gaps are, and what he thinks organisations can do about it. 

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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Platforms like Spotify are seeing huge adoption rates, but are brands making the most of the opportunity to reach a new, captive audience through digital audio? What are some best practices around audio asset creation, and what can Spotify tell us about market trends? Pete Beeney, Global Holding Company Lead for WPP at Spotify, has some words of wisdom for marketers and business people.

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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What is the role of marketing in the boardroom? Should the CMO be on the board? If so, how do they get there? And how can organisations grow and nurture more of a marketing mindset? Andrew Stephen, L’Oreal Professor of Marketing at Saïd Business School, speaks to Julie Kollman, Chief Research Officer at Kantar; Seth Rogin, President CEO of Nucleus Marketing; David Radford, Chief Marketing Officer at Allianz) and Peter Tufano, Peter Moores Dean and Professor of Finance at Saïd Business School. The panel also takes questions from an audience of MBA students.

Recorded live at Saïd Business School, Oxford University, at the Future of Marketing Initiative symposium, 14 November 2018.

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If you understand how marketing works, argues Felipe Thomaz, you can assist in dismantling markets that should not exist. That’s why Thomaz, a marketing academic, lists ‘the dark web’ as one of his specialist subjects. In this episode, he discusses what the dark web is, how black markets can still apply (and indeed strengthen) the principles of marketing, and what marketers might actually learn from some of the activity and developments made in these shadier areas of the internet…

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Amy Cashman, the UK Managing Director of Kantar TNS. 

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Is the art of advertising dead? Not quite, says writer, producer and director Paul Burke, but after 30 ‘odd’ years in the world of creating ads for a huge range of brands, he definitely has some views on what could be done better – and how organisational structure and recruitment can play a part in this.

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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The world of radio has changed, but consumption of this medium has never been higher. Director of Folder Media and founder of the British Podcast Awards Matt Deegan tells Jane and Andrew what is changing, why it’s changing, how radio stations are ‘brandifying’… and what brands can do to take advantage of the channel and reach the huge numbers of people listening to radio, whether through traditional or more modern means.

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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Arpapat Boonrod (Nokki), CEO for Kantar’s Insights division in Thailand, discusses her ESOMAR-award winning research into voice assistants and their application in Asia Pacific, explaining how and why these devices and the technology behind them are going to impact our lives. Why is voice different? And what can brands do to prepare themselves for a voice-activated world?

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Julie Kollman, Chief Research Officer at Kantar.

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A huge number of businesses rely on Facebook to spread their message and boost their sales – but what metrics are really affected by Facebook ads, and what should brands consider when they are setting up campaigns on the platform? Planning Director Ian Edwards discusses some of the research carried out by Kantar Millward Brown and Saïd Business School, as well as the company’s own findings around the best approach to Facebook advertising.

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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Our guest Mark Visser (Kantar Consulting) explains how the ideal marketing professional must operate, and what marketing leaders and teams may look like in the future. Do we really need whole new skillsets? Has technology changed everything? And what should brands do differently, when it comes to their people, in order to compete?

Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Julie Kollman, Chief Research Officer at Kantar. 

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Only 1% of adverts show women being funny – a statistic Lynne Parker, founder and CEO of Funny Women and the HERlarious initiative, finds incredibly shocking. She talks to Andrew and Jane about why there should be more women creating ads as well as starring in them, and how humour can be used to create more impactful campaigns.

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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