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LikedFinally, we find out who is unbeatable, unhateable, and unbreakable in the final five episodes of Battle Camp Season One. Host Chris Burns is joined by the multi-talented comedian Dana Moon to relive the cockroach mac & cheese, Trey’s drag debut, and the final wheel spin. The Season One Winner joins Chris to debrief on strategy and dish on game play. Leave us a voice message at www.speakpipe.com/WeHaveTheReceipts Text us at (929) 487-3621 DM Chris @FatCarrieBradshaw on Instagram Follow We Have The Receipts wherever you listen, so you never miss an episode. Listen to more from Netflix Podcasts.…
36. How does using facial coding in ad testing help create better ads?
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Content provided by Kantar & Saïd Business School, Oxford University, Saïd Business School, and Oxford University. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Kantar & Saïd Business School, Oxford University, Saïd Business School, and Oxford University or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Using Facial coding with ad testing is how we measure emotional engagement people experience when watching ads.
In this episode of Future Proof, Jane Ostler, EVP Global Thought Leadership at Kantar talks to Graham Page, Managing Director of Media Analytics at Affectiva, and Deepak Varma, Head of Neuroscience Insights at Kantar North America, explain how our expressions can reveal our emotional response to advertising and why these emotions are such a powerful predictor of successful ads.
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189 episodes
ShareManage episode 364791944 series 2402984
Content provided by Kantar & Saïd Business School, Oxford University, Saïd Business School, and Oxford University. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Kantar & Saïd Business School, Oxford University, Saïd Business School, and Oxford University or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Using Facial coding with ad testing is how we measure emotional engagement people experience when watching ads.
In this episode of Future Proof, Jane Ostler, EVP Global Thought Leadership at Kantar talks to Graham Page, Managing Director of Media Analytics at Affectiva, and Deepak Varma, Head of Neuroscience Insights at Kantar North America, explain how our expressions can reveal our emotional response to advertising and why these emotions are such a powerful predictor of successful ads.
They discuss potential applications of the technology as part of a pre-testing programme, including how it can optimize the ad or create cut downs that will make ads more likely to go viral, more likely to be remembered and more likely to build short and long-term associations for a brand.
Hosted on Acast. See acast.com/privacy for more information.
189 episodes
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In this episode of Kantar’s Future Proof Podcast, Nicole Jones speaks with Jesse Waldele from the Wall Street Journal about the evolving landscape of advertising and consumer trust. They discuss the paradoxical nature of today's consumers, the importance of building trust in a polarized environment, and strategies for engaging diverse audiences, particularly Gen Z. Jessie shares insights on optimizing advertising campaigns, leveraging offline channels, and ensuring brand safety. The conversation highlights the Journal's commitment to providing valuable content and analysis while adapting to the changing needs of advertisers. Hosted on Acast. See acast.com/privacy for more information.…
1 The Power of Meaningful Difference in Marketing 26:51
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Play Later Play Later Lists Like LikedIn this episode, Jane Ostler speaks with Professor Koen Pauwels Associate Research Dean and Distinguished Professor of Marketing at D’Amore-McKim School of Business at Northeastern University and Mary Kyriakidi, Kantars Global Thought Leader, to discuss the current state of marketing, focusing on Kantar's Blueprint for Brand Growth. They explore the significance of meaningful difference in branding, the correlation between penetration and sales, and the importance of being present in the market. The conversation also delves into pricing power, the role of innovation, and the impact of AI on marketing strategies. Hosted on Acast. See acast.com/privacy for more information.…
1 Paws and Effect: Marketing Strategies in the Canine World 35:14
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Play Later Play Later Lists Like LikedIn this episode Jane Ostler talks to Nick Daniel, former CMO of Dogs Trust and Director of Flying Foxes Consultancy, to explore the unique challenges and strategies in charity marketing. They discuss the importance of brand identity, the competitive landscape of the nonprofit sector, and the growing role of partnerships and influencer marketing. Nick also highlights the challenge charities face in standing out as commercial brands increasingly align themselves with social causes, blurring the lines between corporate and nonprofit impact. As donor behaviours shift and dog ownership trends evolve, he shares insights on how charities can adapt and innovate to stay relevant, offering valuable perspectives for anyone interested in the intersection of marketing, social impact, and the future of charitable giving. Hosted on Acast. See acast.com/privacy for more information.…
1 The Real Magic Cannes Creative Brand of the year, Coca-Cola with Islam ElDessouky 41:36
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Play Later Play Later Lists Like LikedCoca-Cola's creative brilliance was celebrated at Cannes last year. In this Future Proof Podcast with Islam El Dessouky, Global VP of Creative Strategy and Content Lynne Deason explores what it is that gives Coca-Cola campaigns their real magic and fizz. This unmissable, inspiring and enjoyable conversation covers topics that anyone focussed on creating effective advertising today needs to master. Creating Emotional Connections: the art of crafting advertising that resonates emotionally and leaves a lasting impact Emotion alone isn't enough: why brand centricity isn't a nice to have and how to achieve it Building Brand Consistency: how to maintain brand authenticity and consistency across diverse markets and cultural contexts. Leadership: what it takes to be an inspiring and effective leader in today's dynamic marketing landscape. Hosted on Acast. See acast.com/privacy for more information.…
1 From FOMO to Function: How Should Marketers Leverage GenAI? 20:58
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Play Later Play Later Lists Like LikedGenAI dominates marketing conversations, but how does it connect to capability building and the evolving role of marketers? While excitement around GenAI is high, adoption remains low with less than half of those with access use it regularly. So, what’s holding marketers back? In this episode, host Jane Ostler is joined by Thomas Von der Fuhr, Head of Organisational Performance at Kantar, to discuss insights from the newly published report, GenAI in Marketing: Fear or FOMO. They discuss what marketers are saying about the barriers to adoption, the importance of organisational readiness, and how GenAI can enhance, rather than replace, traditional marketing skills. With leading organisations shifting from operational tasks to strategic brand growth initiatives, this conversation offers valuable guidance for marketers looking to move beyond the hype and maximize GenAI’s potential. Tune in to discover how to bridge the gap between GenAI excitement and real-world capability building. Hosted on Acast. See acast.com/privacy for more information.…
1 How can marketers get the most out of their digital campaigns? 29:52
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Play Later Play Later Lists Like LikedIn today’s episode, we’re exploring the marketing opportunities advertisers have in audio forward environments. Audio is present in nearly every moment of our lives, from weddings to commutes, workouts, and relaxation – and now marketers have more ways to engage their target audience in these spaces, and they aren’t just sound based. In recent years, the rise of podcasts and audiobooks has reshaped how people engage with audio, creating a deeper connection with streaming platforms and shifting public perceptions of media channels. Jenny Haggard, Global Brand Strategy Lead at Spotify, joins Kantar’s Chief Media Commercial Officer, Nicole Jones, to share how marketers can harness this new intimacy in audio-based media and what they can do to better create a multi-sensory experience in these environments and drive meaningful difference for their brands. Hosted on Acast. See acast.com/privacy for more information.…
1 Future Proof: Why marketers need to evolve their approach to Brand Performance 24:36
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Play Later Play Later Lists Like LikedOver the past few years, marketers have nearly perfected their approach to performance-based marketing. However, research shows that the businesses that perform the best over time have a strong command over brand value. For brand marketers, this is great news and luckily, there is a lot that can be learned from the techniques and approaches from performance marketers in terms of supercharging brand. Nicole Jones, Kantar’s Chief Media Commercial Lead and Ryan Brendle, Global Director of Marketing Sciences at Reddit, dive deep on the lessons brand marketers can take from their performance based colleagues and how applying these best practices can help grow brand value and overall revenue. Hosted on Acast. See acast.com/privacy for more information.…
1 How the Streaming Experience is Evolving for Viewers and Marketers 32:31
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Play Later Play Later Lists Like LikedTV and video streaming are two of the most effective ways to reach audiences and predispose more people. According to Kantar Media Reactions, consumers find advertising on TV and TV streaming fun and entertaining and that TV sponsorships have better quality experiences. Marketers too are planning on investing more in CTV advertising experience. And yet, despite this interest, Kantar found that in Q3’24, only 16% of video streamers are happy with the relevance of ads shown to them. Nicole Jones, Kantar’s Chief Media Commercial Lead and Anna Miller, Head of Ad Measurement and Partnerships at Roku join forces to shed light on the opportunities and challenges of advertising in this rapidly changing market and discuss the future of streaming based ads. Hosted on Acast. See acast.com/privacy for more information.…
1 What are Kantar’s key Marketing Trends for 2025? 23:15
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Play Later Play Later Lists Like LikedIn this episode of Future Proof, Jane Ostler talks with fellow Kantar experts Duncan Southgate and Gonca Bubani to discuss their latest report, Marketing Trends 2025. They explore the shift towards total video, the evolving social media landscape, and the rapid growth of retail media networks. The conversation highlights the importance of sustainability in marketing strategies and the transformative potential of generative AI in creative development. The experts provide insights into how marketers can stay ahead of the curve and future-proof their strategies for 2025 and beyond. The discussion also delves into the challenges and opportunities presented by the creator economy, the role of retail media networks, and the significance of innovation in brand expansion. Duncan and Gonca share their perspectives on how marketers can leverage these trends to enhance their digital presence and customer engagement. The episode concludes with a focus on the importance of data provenance and the need for marketing organizations to deploy AI effectively to maximise its potential. Hosted on Acast. See acast.com/privacy for more information.…
1 This Year Next Year: What’s going on in Advertising and Media? 20:39
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Play Later Play Later Lists Like LikedThe advertising industry is experiencing a rapid transformation driven by AI advancements and an ongoing shift towards digital channels. This evolution is accompanied by increased scrutiny and regulation, creating a complex environment for marketers. These are the key findings of the latest "This Year Next Year" report, recently published by GroupM. In this episode of Kantar's Future Proof, host Jane Ostler engages in a compelling conversation with Kate Scott-Dawkins, Global President of Business Intelligence at GroupM, and author of the report. They discuss the key trends highlighted in the study, including the predicted growth in advertising revenue to one trillion dollars in 2024. They delve into the factors driving this growth, the importance of trust in advertising platforms, the evolving role of AI, and the dynamics of retail media. The conversation explores the potential implications of a TikTok ban, and exciting developments in out-of-home advertising. Hosted on Acast. See acast.com/privacy for more information.…
1 Brand Strategy Unpacked: Unearthing the essence of Eurovision 26:57
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Play Later Play Later Lists Like LikedHaving a clear brand positioning is key to creating brand consistency and connection across time and touchpoints. The Eurovision song contest is hosted by a new country with a new campaign each year so creating brand clarity is especially key. In this episode, Lina Moussaoui, Brand Manager for the Eurovision Song Contest at the European Broadcasting Union and Marise Pronk, Senior Account Manager at Kantar talk to Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar about how they unearthed the essence of the brand and created a clear framework to connect and inspire all their internal and external partners. The written case study, ‘Great brands are built on great stories’ can be found in Kantar’s Brand Strategy Unpacked booklet here . Hosted on Acast. See acast.com/privacy for more information.…
1 Brand Strategy Unpacked: Connecting via Collabs and Culture with Malibu 31:42
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Play Later Play Later Lists Like LikedBrand collaborations are a powerful marketing lever to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present. No wonder 1 in 4 marketers cite collabs as an important tactic in the 2024 Language of Effectiveness report by Marketing Week and Kantar. Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar and Becky Ingram, Client Partner at Kantar chat to Gui Pasculli, Head of Culture & Partnership for Malibu at Pernod Ricard. They unpack how brand collabs are helping Malibu to connect to culture and develop brand experiences which are driving meaningful difference for the brand, extending category boundaries and reaching new audiences. Hosted on Acast. See acast.com/privacy for more information.…
1 The secrets behind innovative strategies and partnerships at Iceland 20:04
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Play Later Play Later Lists Like LikedIn this episode of Kantar's Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, interviews Oliver Gilding, Head of Innovation and Licensing at Iceland, to discuss their approach to innovation through unique product development and strategic partnerships. Oliver shares insights on the importance of being bold and tenacious in innovation and how Kantar's Concept AI tool has allowed them to make informed decisions in a crowded marketplace and stay ahead in the competitive retail market. Hosted on Acast. See acast.com/privacy for more information.…
1 Unlocking Innovation: Insights from Unilever’s Philippa Tilley 19:01
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Play Later Play Later Lists Like LikedIn this Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, speaks to Philippa Tilley, the Global Head of Radiant Brands at Unilever. Philippa provides an in-depth look at how Unilever fosters meaningful innovation, integrates sustainability with superior product performance and utilises AI - all whilst emphasising the importance of curiosity and conviction when bringing innovative ideas to life. Listen for valuable advice for innovators and an enlightening discussion on navigating the dynamic marketing landscape. Hosted on Acast. See acast.com/privacy for more information.…
1 Brand Strategy Unpacked: Creating collabs for growth with Iceland and Myprotein 38:11
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Play Later Play Later Lists Like LikedBrand collaborations are a powerful marketing lever to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present. No wonder they are in the top 3 most important tactics mentioned by marketers in the 2024 Language of Effectiveness report by Marketing Week and Kantar. Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar unpacks both the strategic intent and phenomenal impact of brand collaborations with Oliver Gilding, Head of Innovation & Licensing at Iceland and Brett Hamer, Product Director for Myprotein at The Hut Group. Download Kantar's Brand Strategy Unpacked report here . Hosted on Acast. See acast.com/privacy for more information.…
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1 TikTok Shop: Revolutionising e-commerce with live shopping and innovation 29:20
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Play Later Play Later Lists Like LikedIn this episode, Dr Nicki Morley, Head of Behavioral Science and Innovation Expertise at Kantar, discusses the innovative expansion of TikTok Shop into the e-commerce space. Joined by Jauneen Tarin, Head of Connected Shopper Practice at Kantar, and Nora Zukauskaite, Integrated Marketing Director for TikTok Shop, the conversation delves into TikTok Shop’s unique approach to e-commerce, its rapid growth, and the challenges faced along the way. Tune in to uncover the secrets behind the differentiation of TikTok Shop from other platforms, the importance of live shopping, and strategies for brands to succeed in this new space. Hosted on Acast. See acast.com/privacy for more information.…
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1 Unlocking Bold Growth: Insights from PepsiCo’s Mustafa Shamseldin 20:44
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Play Later Play Later Lists Like LikedHow does a brand like Doritos achieve consistent global growth? In this episode of Future Proof, we explore this with Mustafa Shamseldin, the Category Growth Officer and CMO for International Foods at PepsiCo. Mustafa shares how he fosters synergies across cross-functional teams to facilitate holistic brand growth, integrating functions from supply chain to innovation. He also discusses the strategic decisions behind Doritos’ impressive global penetration and its recent win at the Kantar Brand Blueprint Awards. Mustafa delves into the science behind growth and how PepsiCo leverages data to inform its strategies. He highlights creative campaigns, including a unique solution for gamers that silences the iconic crunch. Mustafa also shares his vision for future-proofing PepsiCo’s brands through sustainable practices and continuous innovation. Tune in for valuable insights from one of the leading minds in marketing. Hosted on Acast. See acast.com/privacy for more information.…
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1 The Best Christmas Ads 2024: From Elves to Ads - TUI’s Toby Horry on Brand Building 31:56
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Play Later Play Later Lists Like LikedIn this festive podcast episode, Lynne Deason chats with Toby Horry, Global Marketing Director at TUI, about his role in decking the halls of the TUI brand. Tune in to learn the strategic thinking behind how the brand is expanding its perceptions and delivering impactful and memorable effective marketing campaigns. The Best Christmas Ads 2024: Unwrapping campaign effectiveness More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. Kantar Marketplace: insights at the speed of business for year-round success. Sign up here to get this year’s results first 📃 Hosted on Acast. See acast.com/privacy for more information. Hosted on Acast. See acast.com/privacy for more information.…
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1 The Best Christmas Ads 2024: Cracking the Code of Creative Effectiveness with McCann 35:30
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Play Later Play Later Lists Like LikedGet into the festive spirit with Lynne Deason and McCann's Global Head of Effectiveness and Retail, Jamie Peate, as they unwrap the secrets behind building a shared effectiveness culture. Plus, discover insights into how creativity and brand centricity are the key to effectiveness. The Best Christmas Ads 2024: Unwrapping campaign effectiveness More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. Kantar Marketplace: insights at the speed of business for year-round success. Sign up here to get this year’s results first 📃 Hosted on Acast. See acast.com/privacy for more information. Hosted on Acast. See acast.com/privacy for more information.…
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1 The Best Christmas Ads 2024: Cadbury’s Secret Santa Campaign 30:21
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Play Later Play Later Lists Like LikedIn this insightful conversation, Lynne Deason, Head of Creative Excellence at Kantar, interviews Nicole Dudley, Brand Manager – Christmas and Halloween at Cadbury, about the success of Cadbury’s Secret Santa campaign. Cadbury’s innovative multichannel approach to festive marketing has made it the fastest-growing confectionery brand at Christmas, achieving a 43% increase in sales and £80 million in additional revenue. Unwrap a sneak peek at Cadbury's Christmas plans for 2024, valuable lessons on maintaining brand consistency with a 'purple thread' of distinctive brand assets, the importance of diversity and inclusion, and the benefits of sticking with a successful campaign idea. The Best Christmas Ads 2024: Unwrapping campaign effectiveness More than just ad testing. Expertise you can trust from the industry's most connected view of campaign effectiveness. Kantar Marketplace: insights at the speed of business for year-round success. Sign up here to get this year’s results first 📃 Hosted on Acast. See acast.com/privacy for more information. Hosted on Acast. See acast.com/privacy for more information.…
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1 Talkmobile: How a ruthlessly simple customer experience delivered market leading growth 32:20
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Play Later Play Later Lists Like LikedCan you provide great customer experience and the lowest prices? Of course! But how? Join Peter Aitken, Head of Customer Strategy at Kantar, as he sits down with Stuart Wilson and Sarah Boyle from Talkmobile, a leading mobile virtual network operator and part of the Vodafone family. As leaders in sales, marketing, and customer operations, Stuart and Sarah have transformed Talkmobile’s TrustPilot scores, earned numerous industry awards, and achieved sustained growth—all while maintaining low prices. Their secret? A relentless focus on delivering a simple, customer-first experience, with frontline staff actively involved in design decisions. Discover how this approach not only enhances customer satisfaction but also drives business success. Hosted on Acast. See acast.com/privacy for more information.…
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1 Creative strategies for Magnum with Denise Van Strien and Camilla Facin 25:38
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Play Later Play Later Lists Like LikedIn this episode of Future Proof, we delve into the transformative power of creativity in addressing business challenges. Join us as we chat with Denise Van Strien, Senior Global Marketing Manager at Magnum, Camilla Facin, Head of Strategic Planning at Lola Mullen Lowe, and Vera Sidlova, Global Creative Thought Leadership Director at Kantar. Discover how Magnum marketing team harness consumer insights and innovative strategies to turn business problems into compelling, human-centric campaigns. From the award-winning “Stick to the Original” campaign to breaking seasonal barriers with “Find Your Summer,” learn how creativity not only drives brand differentiation but also fosters meaningful connections with consumers. Hosted on Acast. See acast.com/privacy for more information.…
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1 Navigating the future of digital advertising with Meta's Richard Lloyd 22:02
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Play Later Play Later Lists Like LikedIn this episode of Future Proof, recorded at Cannes Lions week, Jane Ostler, Global EVP Thought Leadership at Kantar, sits down with Richard Lloyd, Meta’s Director of Marketing Science, Global Clients and Agencies. They discuss the evolving landscape of digital media, the rise of online video, and the critical importance of attention in advertising. Richard shares insights on how brands can stand out in a crowded market, the role of AI in media planning, and the future of attention measurement. Richard also discusses the significance of human connection in digital advertising, emphasising the need for emotional hooks and distinctive brand assets to capture and retain consumer attention. He highlights the challenges and opportunities presented by shorter video formats and the importance of creative optimisation in driving campaign effectiveness. Listen to discover how to navigate the complexities of modern advertising and stay ahead in the digital age. Hosted on Acast. See acast.com/privacy for more information.…
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1 HSBC UK: Banking on bold authentic marketing for success 29:48
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Play Later Play Later Lists Like LikedIn this compelling episode of the Kantar Future Proof podcast, Lynne Deason, Head of Creative Excellence, talks to Sarah Mayall, Head of Brand for HSBC UK. Together, they explore the intricate journey of crafting multi-award-winning marketing campaigns—including a recent bronze IPA Award—that not only achieve commercial success but also have a positive impact on society and staff. Learn how authenticity, creativity, boldness, and strategic partnerships fuel memorable, brand-centric connections that make your brand meaningfully different from others. The most valuable inspiration for developing effective marketing campaigns is often found in particularly challenging spaces, and financial services advertising is one of the toughest. Hosted on Acast. See acast.com/privacy for more information.…
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1 Unveiling the power of behavioural science in marketing: A deep dive with Richard Shotton 27:26
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Play Later Play Later Lists Like LikedAre you a marketer looking to understand how behavioural science can open up new opportunities for your brand? Then look no further than this Future Proof Podcast episode. Dr Nicki Morley, Head of Innovation and Behavioural Science Expertise at Kantar, and Richard Shotton, author of The Choice Factory and the Illusion of Choice, discuss the challenges of behavioural science in the industry, how it can drive sustainability agendas and, of course, their favourite behavioural science interventions 🧠🧪 Hosted on Acast. See acast.com/privacy for more information.…
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1 Tech frustrations and chocolate breaks, a conversation with KitKat’s creative minds 18:57
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Play Later Play Later Lists Like LikedWhat if taking a break from technology could be as simple as enjoying a chocolate bar? In this episode of Future Proof, we delve into the world of KitKat’s latest campaign, one of the winners of the Kantar Creative Effectiveness Awards 2024. Join host Jane Ostler for an insightful conversation with Wael Jabi, Head of Marketing for KitKat at Nestlé, Tom Drew, Executive Creative Director at VML in London, and Polly Wyn-Jones, Global Knowledge Manager for Creative and Media at Kantar. Discover how the team identified the universal frustration with technology as a key insight and transformed it into a compelling campaign that resonates globally. They explore the creative process behind the campaign, the challenges of maintaining a consistent brand message across diverse markets, and the importance of consumer feedback in driving creative effectiveness. Learn how KitKat, a brand with nearly 90 years of heritage, stays relevant in today’s fast-paced world by addressing modern consumer needs and frustrations. Whether you’re a marketing professional, a fan of great advertising, or simply curious about the behind-the-scenes of successful campaigns, this episode offers valuable insights into the art and science of brand storytelling. Hosted on Acast. See acast.com/privacy for more information.…
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Ever wondered how IKEA manages to blend affordability, sustainability, and functional design seamlessly? In this enlightening episode of Future Proof, host Jane Ostler, EVP Global Thought Leadership at Kantar, welcomes Gianluca Toccafondi, the marketing lead at IKEA, who won the Most Meaningfully Different Award in our recent Brand Blueprint Awards 2024. Gianluca delves into IKEA’s unique approach to sustainability and how it is embedded in their product design and business model. He highlights the brand’s focus on creating affordable, functional, and sustainable solutions that cater to the needs and dreams of many people. Additionally, he touches on IKEA’s global positioning and how it varies based on the market maturity in different regions. They also discuss IKEA’s advertising strategies and how they have evolved over the years. Gianluca talks about the brand’s shift towards a more strategic approach, focusing on creative simplicity, fun, and play. He also shares how IKEA leverages social media and cultural moments to engage with its audience and enhance its brand presence. Tune in to this episode to gain a deeper understanding of IKEA’s marketing landscape and its vision for the future, all recorded during the vibrant Cannes Lions week. Hosted on Acast. See acast.com/privacy for more information.…
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1 How can CMOs build a more trusted media landscape? 19:16
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Play Later Play Later Lists Like LikedJane Ostler, our EVP of Global Thought Leadership, caught up in Cannes with Josh Stinchcomb, Global Chief Revenue Officer at Dow Jones. They discussed the dynamics at play in the media environment, with traditional monetisation models under threat, the erosion of trust in media, and AI looming large. So, what is the role of CMOs in this maelstrom? With brand safety and ROI high on the list of marketing leaders’ concerns, Josh argues for a truly data-led approach to media planning, calling on CMOs to invest in trusted news platforms and practice caution with the blunt tool of block lists. Hosted on Acast. See acast.com/privacy for more information.…
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1 From This Year to Next: Predicting Media’s Future with GroupM’s Kate Scott-Dawkins 12:38
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Play Later Play Later Lists Like LikedJoin Jane Ostler, EVP Global Thought Leadership at Kantar, as she engages in a fast-paced and thought-provoking conversation with Kate Scott-Dawkins, Global President of Business Intelligence at GroupM, during Cannes Lions week. They dive into GroupM’s “This Year, Next Year” report, discussing the transformative impact of AI, the rapid growth of retail media, and the evolving landscape of political advertising. Discover how these trends are reshaping the media world and what it means for brands aiming to stay ahead in a dynamic market. In this episode, Kate also shares insights on the importance of responsible investment in media, the integration of commerce and media, and the future of content creation with AI. Learn how brands can leverage new opportunities and maintain trust and relevance in an ever-evolving landscape. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 How to harness Generative AI for creative effectiveness? 22:26
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Play Later Play Later Lists Like LikedIn this episode of the Future Proof podcast, host Věra Šídlová engages with Elaine Rodrigo, Chief Insights and Analytics Officer at Reckitt, to explore the transformative role of generative AI in marketing. They delve into Reckitt's innovative AI tools from insights and idea generation, to creative asset adaptation. Can generative AI models be inclusive? What is the future of machine learning and generative AI in marketing? Tune in to learn about how generative AI can be woven into marketing workstreams to enable marketers to be not just more efficient but also more effective. This podcast was recorded in the Kantar apartment in Cannes during the Cannes Lions Festival of Creativity. Hosted on Acast. See acast.com/privacy for more information.…
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In this episode, Jane Ostler talks to Kantar's Rob Wade about how brands must Find New Space, the third Growth Accelerator in the Blueprint for Brand Growth. They discuss the strategic exploration of incremental opportunities beyond a brand's current market. It involves identifying new categories, occasions, or services where a brand can extend its reach. For example, San Pellegrino, known for sparkling water, successfully ventured into flavoured soft drinks in cans, demonstrating a creative way to find new spaces without cannibalising existing sales. Another example is Lurpak Butter, which capitalised on advertising to amplify existing uses, such as cooking with butter instead of oil, thereby expanding the category. Premiumisation, like Baileys Chocolate Lux, and appealing to price-conscious consumers, as seen with Netflix's ad-supported tier, are also strategies brands use to innovate and grow. The key is to ensure that innovations are incremental and align with the brand's existing motivations and contexts to mitigate risks and increase the likelihood of success. To find out more, visit kantar.com/blueprint Hosted on Acast. See acast.com/privacy for more information.…
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Jane Ostler talks to Kantar’s Paul Murphy about the second Growth Accelerator of the Blueprint for Brand Growth, Be More Present, focusing on optimising marketing investments across product range, distribution, pricing, and promotions. Paul Murphy highlights Nike’s strategy of balancing digital and physical retail presence to meet diverse consumer needs. The importance of omnichannel presence is emphasised, with examples like Harry’s, a men’s razor company, expanding from online subscriptions to physical retail partnerships. They also discuss the significance of range in attracting different buyers, using Heinz Beans’ various formats and variants as an example. Paul and Jane warn against over-reliance on price promotions, suggesting a focus on price pack architecture instead. The discussion extends to the role of digital presence and retail media, noting the increasing use of retail data for targeted marketing. They also stress the need for brands to be consistently findable online and in-store to capture all potential sales. To find out more, visit kantar.com/blueprint Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Why do brands need to Predispose More People? 28:29
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Play Later Play Later Lists Like LikedJane Ostler talks to Kantar’s Adele Joliffe about the first Growth Accelerator in the Blueprint for Brand Growth. Brands need to Predispose More People to increase the probability of purchase, and this can be measured through Demand Power and Pricing Power. Adele highlights the importance of predisposition in both acquiring new customers and retaining existing ones, emphasising that it is not a guarantee of loyalty but rather a spectrum, where the goal is to strengthen and scale predisposition among as many individuals as possible. Examples from various sectors, including grocery retail and streaming video, show successful strategies in building predisposition, such as M&S Food's seasonal advertising and Netflix's low churn rate due to high equity. The conversation also covers the role of media, creative content, and experiences in amplifying a brand's meaningful difference, with digital ads evoking stronger emotions being particularly effective. Overall, predisposition is presented as a multifaceted concept that, when leveraged effectively, can significantly enhance a brand's market position. To find out more, visit kantar.com/blueprint Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Why do brands need to Be Meaningfully Different to More People to drive growth? 21:03
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Play Later Play Later Lists Like LikedIn our first of four special Future Proof podcast episodes about the Blueprint for Brand Growth, which aims to help CMOs and marketers drive value, especially in challenging economic times. Host Jane Ostler talks to Kantar’s Graham Staplehurst about the Blueprint’s Growth Driver, Be Meaningfully Different to More People. This episode highlights the importance of growing revenue, margin, and brand value. Strong brands are shown to outperform the stock market and are more resilient to economic shocks. Graham talks about the key to growth being meaningfully different to more people by creating rich, meaningful associations in consumers’ minds and differentiating from competitors. This difference can be functional or emotional, offering something unique that competitors can’t, which helps in commanding higher prices and driving margin growth. Measuring meaningfulness, difference, and salience over time is crucial for guiding strategy, checking execution, and signalling brand value to investors. Advertising and marketing are investments that add to the asset value of a business. To find out more, visit kantar.com/blueprint Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 AI 2030: Provoking insights for smarter and more efficient outcomes 20:25
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Play Later Play Later Lists Like LikedReady to provoke your insights? Learn more about AI and the 2030 Insight Model! By provoking your insights, you allow Insights professionals enhance efficiency to focus on genuine human empathy. Provocation entails a narrative of action that begins with but does not end with data. Listen to J. Walker Smith ,Global Knowledge Lead at Kantar; Mark Visser, Global Head of Consulting at Kantar; and host Jane Ostler, EVP, Global Thought Leadership at Kantar in this insightful episode. Find out more: https://www.kantar.com/inspiration/ai/ai-2030-provocation-makes-the-difference Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Marginal to mainstream innovation: How looking to the 1% could unlock your future brand growth 22:05
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Play Later Play Later Lists Like LikedBrands in today's world are often fighting for growth in the same places, there is a need for someone to be bold and do something different. The next big trends always start in the margins of society. In this podcast, Dr Nicki Morley is joined by Dr Helen Edwards (Adjunct Associate Professor of Marketing at London Business School, Author, Columnist, and Consultant), to discuss how the key to understanding growth is having a greater focus on consumers and the behaviours they find value. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 What challenges do CMOs face today? A conversation with Mark Read, CEO of WPP 26:01
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Play Later Play Later Lists Like LikedIn this episode of the Future Proof podcast, host Jane Ostler sits down with Mark Read, CEO of WPP, to delve into the current landscape of marketing and how brands grow. They explore the pressing challenges faced by CMOs, including navigating economic turbulence, the fragmentation of media, and the global versus local brand debate. Mark shares his insights on how AI is revolutionising the industry, enhancing creativity, and optimising marketing strategies. The discussion also highlights the importance of focusing on fewer, bigger, and better initiatives to drive growth and maintain brand consistency. Tune in to gain valuable perspectives on leveraging AI for brand differentiation, and the future of media and creative integration in the marketing world. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Kantar BrandZ Insights from Brand Builders 2024: A conversation with Marcel Marcondes, Global Chief Marketing Officer, AB InBev 21:50
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Play Later Play Later Lists Like LikedAs part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of Kantar BrandZ, talks with Marcel Marcondes, Global Chief Marketing Officer, AB InBev about the increasing importance of brand in driving growth. AB InBev’s portfolio includes more than 500 global and local brands; one in every four beers sold globally is an AB InBev product. Corona is the most valuable global beer brand in the 2024 Kantar BrandZ global ranking, and a newcomer to the Global Top 100. Hear more about how AB InBev ensures its business is brand-led and consumer-centric. Find out more: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Kantar BrandZ Insights from Brand Builders 2024: A conversation with Sumit Virmani, Chief Marketing Officer, Infosys 21:26
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Play Later Play Later Lists Like LikedAs part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of Kantar BrandZ, talks with Sumit Virmani, Chief Marketing Officer, Infosys about the increasing importance of brand in driving growth. Sumit Virmani joined Infosys in 2004, and has held multiple strategic positions across product, platform, and corporate marketing before becoming the Indian IT services giant’s Chief Marketing Officer. Prior to joining Infosys, Virmani worked with Polaris Software and the Tata Group. In 2023, he was named by Forbes Magazine as one of the world’s most influential CMOs. Find out more: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Kantar BrandZ Insights from Brand Builders 2024: A conversation with Kirti Singh, Chief Analytics, Insights and Media Officer, P&G 23:41
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Play Later Play Later Lists Like LikedAs part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of BrandZ, talks with Kirti Singh, Chief Analytics, Insights and Media Officer, P&G about the increasing importance of brand in driving growth. In 2024, P&G brands Pampers, Gillette, Pantene Pro-V, and Olay once again feature in the Kantar BrandZ Most Valuable Global Personal Care Brands ranking. Listen in to hear Kirti talk about the role of marketing and brand-building today, and how P&G is strengthening its brands both globally and locally. Find out more: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Kantar BrandZ Insights from Brand Builders 2024: A conversation with Jane Wakely, Chief Consumer and Marketing Officer, PepsiCo 18:58
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Play Later Play Later Lists Like LikedAs part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of Kantar BrandZ talks with Jane Wakely, Chief Consumer and Marketing Officer PepsiCo about the increasing importance of brand in driving growth. Jane Wakely leads PepsiCo’s Global Consumer organisation. Prior to joining PepsiCo, Jane was CMO at Mars. Jane believes in the opportunity to accelerate collective impact by leveraging the power of iconic brands to create cultural fame, performance and positive impact for people and planet with a human-centric approach to growth. Find out more: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 How Reckitt uses attention to elevate their campaigns from playback to payback 22:41
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Play Later Play Later Lists Like LikedIn this podcast Duncan Southgate, Senior Director of Global Creative at Kantar, talks to Chris Lindsley, Global Insights and Analytics Director at Reckitt Benckiser, about the role of attention in the creative development process. Hear about Reckitt’s communication strategy and the importance of having clear objectives to drive consumer actions. Chris also shares his approach to different attention metrics, the value of facial coding in capturing attention and emotional response, as well as the challenges for marketers going beyond behavioural metrics to identify effective attention. Related content: Attention beyond views for creative effectiveness Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 How Guinness (nitro)surged their innovation 28:06
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Play Later Play Later Lists Like LikedIn this episode of Kantar's Future Proof Podcast, Dr Nicki Morley sits down with Anna MacDonald from Guinness to unravel the success behind the brand and how innovation played a key role in their recent win as Marketing Week's Brand of the Year.🏆 Hear about how Guinness embodies their core brand values (channelling the founder's vision is still very much essential!) to build quality commitment and meaningful difference, especially with innovations such as Nitrosurge and Guinness 0%. Anna also provides some sage advice to listeners around the challenges of innovating with such a well-known brand. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 The secrets behind winning products with Product of the Year 17:08
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Play Later Play Later Lists Like LikedIn this podcast we celebrate our partnership with Product Of The Year, speaking to Mike Nolan, CEO and Founder. We’ve been working closely over the last twenty years to identify the innovations that consumer really love. By looking at some of the top performers over the last 5 years, we can see how small changes can lead to substantial improvements and how innovating your products isn't about novelty, but more about making a meaningful impact. ⭐ Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Connected Innovation: How to innovate differently 16:53
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Play Later Play Later Lists Like LikedTune in to the inside story of our Connected Innovation report as Dr. Nicki Morley delves into the world of innovation with a panel of Kantar experts. Join them as they uncover the key to unlocking truly meaningfully different innovation through a connected approach. From describing their favourite innovations, the importance of great advertising and putting experience and learning at the heart of innovation strategies, you’ll be given top tips to build your connected innovation story alongside perspectives on AI tools and the rich opportunities they can present if used wisely. Download your Connected Innovation guide here. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 How viral humour boosted one of Nordics’ leading travel brands 28:41
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Play Later Play Later Lists Like LikedHumour has been a business-boosting solution for Denmark’s Spies, with a series of ads addressing such varied topics as the country’s low birth rate and the reluctance of pet owners to go on holiday. In this episode of Future Proof, Jane Ostler talks to the team behind these award-winning ads, Søren Christensen, Partner & Strategy Director at agency Robert/Boisen & Like-minded and Jan Vendelbo, Managing Director at Spies and Country Director for Nordic LeisureTravel Group. They explain why they have developed a consistent tone for Dogcation, Do It for Denmark and Do it for Mum and how this approach has been particularly effective for the business. Joining them is Vera Sidlova, Global Creative Thought Leadership Director at Kantar, who outlines how humour is captured by Kantar’s LINK+ ad testing solution. The Dogcation campaign recently won an Effie Europe award. To learn more about the secrets behind these ideas that work, download our free booklet here. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Brand Strategy Unpacked: Cracking the Cadbury Code 28:43
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Play Later Play Later Lists Like LikedEffective and impactful strategy has been instrumental to Cadbury’s phenomenal commercial success - +22% value sales between 2017 and 2021. Lindsay Gorton-Lee from Kantar unpacks the genesis and activation of Cadbury’s transformation with Mariarita Mugnai, Global Director Insights & Analytics on Cadbury at Mondelez International and Clare Hutchinson, Chief Strategy Officer at VCCP London. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
As Kantar Media releases its annual Media Trends & Predictions 2024 report, forecasting the changes for broadcasters in 2024, Louise Ainsworth, CEO EMEA at Kantar Media, talks to Margo Swadley, Senior Vice President, Data & Insights at BBC Studios on the changes and trends set to shape the media landscape. Margo shares her perspectives on the changes and transformations that the industry is facing and how we can use data to navigate them. She explores the impact of the macroeconomic context on content commissioning and how changes in viewing behaviour are shaping content production. Download Media Trends & Predictions 2024 here. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Crispy is the key to creative effectiveness at KFC 14:50
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Play Later Play Later Lists Like LikedKFC’s Origins was one of the big winners at the recent Kantar Creative Effectiveness Awards and in this episode of Future Proof KFC France CMO Pierre Cailleau explains how the brand delivered an iconic story. He tells Kantar EVP, Global Thought Leadership Jane Ostler how staying true to the brand promise of crispness is so vital in a highly competitive market, outlining how Origins combined Colonel Sanders with a message that would resonate in today’s market. Central to the brand’s ongoing marketing is the need to promote KFC’s unique crispy promise and finding ways to amplify and magnify it via communications. Cailleau explains why KFC has focused on brand not value and promotion in order to boost consideration. Explore Kantar Creative Efectiveness Awards 2023 winners Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Behavioural science in practice: Unlocking the magic 19:36
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Play Later Play Later Lists Like LikedJoin Dr. Nicki Morley as she discusses with Dan Bennett, Lead of UK Behavioural Science Practice at Ogilvy, how to use behavioural science to unlock creativity. You will hear about practical examples including an interesting study on packing liquids at airports, cloud subscriptions, and how to use quick wins to increase others’ confidence in behaviour science. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
How has TikTok become such an essential platform for brands? Jorge Ruiz, Global Head of Marketing Science at Tik Tok, explains to Kantar’s Jane Ostler how the platform is working to ensure that it meets the need of both brand and performance marketers as well as securing its place within the media mix. Jorge explains the power of made-for-TikTok creative, the platform’s partnerships with OOH partners, its innovation culture and the insights it provides so to ensure advertisers can use TikTok in the most effective way. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
Discover how creativity is a business superpower, as evidenced by the findings of Creativity is Business. This unique French research programme backed by the national advertiser association and Le Figaro, has been testing award-winning campaigns since 2021 and finding out how they compare to Kantar’s key performance benchmarks. Jane Ostler, Kantar’s EVP, Global Thought Leadership, talks to Cécile Lejeune, CEO of VMLY&R France, and Anne-Lise Toursel, Head of Brand, Media and Creative at Kantar France, to hear how the evidence of super-power performance from more than 70 campaigns has been presented to agency creative directors and clients. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Reimagining fragrances: Breaking the rules with Felix Frowein 29:46
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Play Later Play Later Lists Like LikedWhat if innovation's true essence lies in shattering conventions? In this captivating episode, Dr. Nicki Morley, Head of Behavioural Science and Innovation Expertise at Kantar UK, engages in a thought-provoking dialogue with Felix Frowein, Senior Vice President of Global Consumer Fragrances at DSM Firmenich. Together, they plunge into the dynamic world of fragrance creation, driven by a shared belief: the best innovations stem from rule-breaking. Discover the fascinating merger between DSM and Firmenich, two industry giants united to revolutionize product development. This alliance has not only propelled fragrance creation but also ushered in a paradigm shift in early-stage holistic thinking, poised to revolutionize our sensory experiences. This conversation challenges conventions, urging innovators to embrace rule-breaking as a path to redefine products. Tune in now! Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
In this episode of Future Proof Dr Nicki Morley from Kantar talks to Charlotte Langley, the Chief Customer Officer of Bloom & Wild, a leading Direct-to-Consumer (D2C) company that has been revolutionising the way we experience and share flowers and gifts, joins us. Delve into the fascinating world of Bloom & Wild's success story, guided by their unwavering commitment to innovation. Charlotte takes us behind the scenes, revealing her pivotal role in shaping Bloom & Wild's customer-centric approach. She shares insights into the company's innovative strategies, how they've adapted to changing customer behaviours, and their relentless pursuit of new opportunities and moments that matter to their customers. Discover what Bloom & Wild has learned on their journey, the challenges they've encountered, and the secrets behind their remarkable success. If you're curious about the future of D2C and the role of innovation in staying ahead in the market, this episode is a must-listen. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Revolutionising marketing with Kantar's AI-Powered insights 21:23
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Play Later Play Later Lists Like LikedCan AI pave the way for a new era in consumer understanding? In this episode, Jane Ostler sits down with Kantar experts, Ted Prince, Chief Product Officer, and Ashok Kalidas, Head of Data Science and Innovation, as they unravel the game-changing impact of AI in marketing. From expediting insights delivery to reimagining ROI measurement, Kantar's pioneering approach is poised to revolutionise how businesses connect with their consumers. Tune in to this episode for a captivating exploration of how Kantar's AI-driven market research is pushing boundaries to provide clients with actionable insights. Know more about our AI-powered solutions here. Hosted on Acast. See acast.com/privacy for more information.…
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1 Future Proof: Does digital advertising earn its keep? 27:09
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Play Later Play Later Lists Like LikedAlfonso Calatrava, EMEA Third Party Measurement Lead at Facebook, Meta, joins Kantar’s Kerry Corke to talk about the role of digital advertising in building the buyer base. Hosted on Acast. See acast.com/privacy for more information.
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Future Proof
1 Insights from Brand Builder Series – A conversation with Ravi Santhanam, CMO, Head Corporate Communications, HDFC Bank 18:13
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Play Later Play Later Lists Like LikedAs part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Ravi Santhanam, CMO, Head - Corporate Communications, Head - Liability Products & Managed Programs at HDFC Bank. HDFC Bank first entered the Global Top 100 in 2015, and this year rose five spots to reach number 56. Hear more about how India’s leading bank has accelerated its progress in digital, sustainability and more. Discover extensive analysis on the most valuable global brands in the Kantar BrandZ global report. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 39. How behavioural science can drive commercial innovation 24:18
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Play Later Play Later Lists Like LikedJoin Dr. Nicki Morley as she discusses with Rory Sutherland, Vice Chairman at Ogilvy, the opportunities and issues surrounding Behavioural Science. Rory shares his experience and provides inspiration around some of the success stories where behavioural science helps unlock commercial innovation. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Insights from Brand Builder Series – A conversation with Stuart Spencer, Group Chief Marketing Officer, AIA 17:52
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Play Later Play Later Lists Like LikedAs part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Stuart Spencer, Group Chief Marketing Officer, AIA. AIA rose four places this year in the Kantar BrandZ Global Top 100 ranking amid continued expansion into health insurance and health services. Hear more about how AIA approaches industry challenges, maintaining a solid relationship with consumers and drives a strong sustainability agenda. Discover extensive analysis on the most valuable global brands in the Kantar BrandZ global report. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Insights from brand builders series – A conversation with Stephan Czypionka, VP Global Marketing Performance, Coca-Cola 16:58
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Play Later Play Later Lists Like LikedAs part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Stephan Czypionka, VP Global Marketing Performance, Coca-Cola. This year, Coca-Cola re-entered the Global Top 10. Listen in to hear Stephan talk about the role of marketing and brand-building today, and how Coca-Cola is strengthening its brand both globally and locally. Discover extensive analysis on the most valuable global brands in the Kantar BrandZ global report. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Insights from Brand Builder Series – A conversation with Martin Renaud, Exec VP, Global CMO and Sales Officer, Mondelēz 21:01
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Play Later Play Later Lists Like LikedAs part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Martin Renaud, Exec VP, Global CMO and Sales Officer, Mondelēz following Cadbury’s entry into the Global Food & Beverage Top 20. Hear more about how Mondelēz has overcome the challenges of the past year, including inflation, and ensures its brand-building strategies are strengthening consumer connections across the world. Discover extensive analysis on the most valuable global brands in the Kantar BrandZ global report. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 Insights from Brand Builders Series – A conversation with Asmita Dubey, Chief Digital & Marketing Officer, L’Oréal 15:50
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Play Later Play Later Lists Like LikedAs part of our report on the world’s most valuable brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Asmita Dubey, Chief Digital & Marketing Officer, L’Oréal, about key brand-building strategies that differentiate, protect value, and advance sustainability credentials. Discover extensive analysis on the most valuable global brands in the Kantar BrandZ global report: www.kantar.com/campaigns/brandz/global Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 38. Machines scoring Machines: Exploring AI-Generated creative in advertising 14:24
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Play Later Play Later Lists Like LikedWhat happens when machines score the output of their fellow machines? Join our host, Jane Ostler, as she interviews Ecem Erdem, Global Manager for Creative at Kantar, about our latest research that explores the impact of involving generative AI in the creative process in advertising. Ecem shares insights into how Kantar's Link AI, a creative testing solution powered by AI, assesses the effectiveness of AI-generated ads. Discover the findings from testing ads, either partially or entirely created by GenAI, and their AI-predicted creative potential. Join the discussion on the future of generative AI in creative ad creation and how it's shaping the advertising landscape, as we attempt to answer the crucial question: could enhanced efficiency be coming at the cost of effectiveness? Want to know more? Visit https://www.kantar.com/artificial-intelligence Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 37. Reinventing Baileys for a new generation 23:42
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Play Later Play Later Lists Like LikedBaileys has been on an innovation journey, using Limited Time Offers and special flavours to put the Diageo brand back on track. In this episode of Future Proof, Global Planning Director Sheila Cunningham explains how behaving like an adult treat rather than an old-fashioned liqueur has been critical to the revitalising the brand and attracting a younger, more diverse audience. Sheila talks to Nicki Morley, head of Behavioural Science and Innovation Expertise at Kantar, about how the brand has reinvented its rules, tested new flavours such as pumpkin spice and strawberries and cream and built new relationships with retailers. Together they discuss the Baileys journey, it’s new B Corp status and provide tips for other brands seeking to use innovation to drive reinvention and attract new buyers. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 36. How does using facial coding in ad testing help create better ads? 34:29
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Play Later Play Later Lists Like LikedUsing Facial coding with ad testing is how we measure emotional engagement people experience when watching ads. In this episode of Future Proof, Jane Ostler, EVP Global Thought Leadership at Kantar talks to Graham Page, Managing Director of Media Analytics at Affectiva, and Deepak Varma, Head of Neuroscience Insights at Kantar North America, explain how our expressions can reveal our emotional response to advertising and why these emotions are such a powerful predictor of successful ads. They discuss potential applications of the technology as part of a pre-testing programme, including how it can optimize the ad or create cut downs that will make ads more likely to go viral, more likely to be remembered and more likely to build short and long-term associations for a brand. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
Today’s successful businesses need teams that are constantly coming up with ideas, good and bad, because great ideas fuel growth. In this episode of Future Proof, Jane Ostler EVP, Global Thought Leadership at Kantar, talks to Albert Read, Managing Director at Condé Nast Britain, and author of newly-published book The Imagination Muscle, about how we need to manage our lives and our environments in order to stay fresh and keep coming up with ideas. Read argues that companies should expect employees to have ideas - even encourage the bad ones - and ditch the need for managers to be always right. He also thinks that the power of the imagination will be even more important in the age of AI. While pessimists argue that AI creates a world where adequate is good enough, he says the optimists will succeed by taking advantage of the opportunity of AI and use it to ask the right questions. Listen to the full episode here and for the chance to win one of five copies of The Imagination Muscle, please rate Future Proof podcast in your audio app. The first five people who upload a screenshot of their rating will receive a signed copy of the book. Upload your screenshot here: https://kantar-insights.typeform.com/to/ILKW2TpE Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 34. How Cinépolis used humour to bring audiences back to the cinema after COVID-19 19:31
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Play Later Play Later Lists Like LikedHow do you use emotions effectively in advertising? In this episode, we dive into the power of humour in advertising with a special focus on the cinema industry. Jane Ostler, Global EVP Thought Leadership at Kantar, sits down with Angel Villanueva, CMO of Cinépolis, to discuss their Kantar Creative Effectiveness Awards-winning ad that used humour to invite people back to the cinema after the COVID-19 pandemic. They explore the insights and strategy behind this successful campaign and talk about the cinema experience, and how cinema is evolving. Jane and Angel also delve into the cinema theaters as a channel and how it's evolving with programmatic advertising and discuss about the latest innovations in cinema theaters to make the cinema experience unique. Tune in now. Hosted on Acast. See acast.com/privacy for more information.…
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1 33. How to innovate differently in a crowded market 21:54
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Play Later Play Later Lists Like LikedInnovation is tough in any market but in the food and drink sectors the competition is harsh and there is a lot to be learnt for all innovators about how brands innovate in this crowded marketplace. Koen Burghouts, VP Global Foods, explains how PepsiCo has taken steps to do things differently when it comes to innovation. Finding ways to identify new tensions, focusing more on more strategic innovations and how taking a broader definition of innovation helps enable this. Whether it’s giving people permission to indulge via low sodium and low fat products in Europe or launching new options that meet Chinese demands for high protein snacks, Koen tells Kantar’s Dr.Nicki Morley how innovation is the freedom to solve against the tension through product, services, business model or activation. Recent examples include the Flaming Hot platform that runs across Lays, Doritos and Cheetos to help people spice up their daily meals. Koen shares his top tips on how innovation has been the driving force behind PepsiCo’s ongoing successes in this crowded marketplace. Hosted on Acast. See acast.com/privacy for more information.…
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1 32. How venture hubs drive innovation and benefit business? 22:22
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Play Later Play Later Lists Like LikedIn the latest episode of Kantar’s Future Proof podcast, Dr. Nicki Morley, Head of Behavioural Science and Innovation Expertise at Kantar UK, sits down with Barbara Schandl, Head of Insight at Mondelez Snack Futures Ventures, to delve into the dynamic world of venture initiatives. As two self-proclaimed 'Curiosity champions', they dive into the benefits of these programs and what valuable insights Barbara has brought back to Mondelez's core business. Barbara also shares her top tips for successful innovation based on her Ventures journey. Plus, they explore the power of test and learn processes, one of the fundamental concepts introduced in Kantar's latest Innovator's Advantage guide. Tune in to this engaging conversation to discover how a curious mindset can drive innovation and growth. Hosted on Acast. See acast.com/privacy for more information.…
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1 31. Future Proof: The power of innovation in driving brand growth. 27:03
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Play Later Play Later Lists Like LikedJoin Dr. Nicki Morley as she sits down with Shafik Saba, Global Lead for Front-End Innovation at Haleon, to discuss the power of innovation in driving growth. Shafik shares his philosophy on innovation through design thinking, brand centricity, and building from strong foundations. Discover the key to sustainable growth through innovation isn’t all about ideation and learn why loving your job, investing in people and having a clear brief are the first things you must do unlock new thinking. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 30. How can CMOs prepare for success in 2023? 22:54
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Play Later Play Later Lists Like Liked2023 will be challenging as marketers navigate tough economic conditions, but it also presents a world of new opportunities. In this episode of Future Proof podcast, Jane Ostler, EVP Global Thought Leadership at Kantar, talks to Mastercard’s Chief Marketing and Communications Officer Raja Rajamannar about what he’s most excited about in 2023, including his view and prospects for Augmented Reality, Artificial Intelligence, Virtual Reality and Web3, as well as the importance of innovation in creativity. Hosted on Acast. See acast.com/privacy for more information.…
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What does 2023 hold for media adspend? Jane Ostler talks to GroupM’s new guru of market prediction, Kate Scott-Dawkins, to get her views on where the global ad market is going. Together they explore the reality of what a soft-landing for the global economy will mean for overall ad spend as well as individual channels. Kate explains that while digital may appear to be to be struggling, it is in fact simply decelerating after unprecedented growth during the pandemic and remains one of the fastest-growing channels. More concerning for many brands is the challenge of delivering reach in 2023, which is becoming trickier as linear TV continues to decline in most markets. Finally, Jane and Kate discuss whether spend on new opportunities such as retail media, user generated content and influencers, gaming and the metaverse is going to scale rapidly. Hosted on Acast. See acast.com/privacy for more information.…
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1 28. Can being creative drive profitability? 22:57
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Play Later Play Later Lists Like LikedWe all know that great ads win awards but do they drive bottom line for the business that pays for them? In this episode of Future Proof, Jane Ostler talks to Amy Rodgers at WARC and Duncan Southgate from Kantar about new research into the complex relationship between creativity and profit. In particular, with many marketers being pushed to consider greater focus on performance marketing, she asks whether brand marketers can make an economic case for being bigger and bolder with their messaging in 2023. Amy and Duncan explain how WARC case study data on campaign ROI has been combined with Kantar’s Link ad quality scores to identify just how much short and long-term creative quality attributes drive profitability. Hosted on Acast. See acast.com/privacy for more information.…
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Jerry Daykin explains why inclusive marketing is, simply, better marketing. Jerry Daykin, Head of Global Media at Beam Suntory and WFA Diversity Ambassador, has recently written Inclusive Marketing, a practical guide to embedding true representation across the marketing process. In this episode, he talks to Valeria Piaggio, Global Head of DEI at Kantar, about how marketers need to think beyond their comfort zones and find different voices who can deliver competitive advantage and connect their brands with new customers. Valeria and Jerry discuss how research can help brands create more inclusive campaigns and explore the idea that inclusive marketing is simply better marketing. Hosted on Acast. See acast.com/privacy for more information.…
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1 26. How should the worlds of culture, technology and policy interact? 20:20
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Play Later Play Later Lists Like LikedEd Vaizey has been part of the UK’s cultural leadership for more than a decade, as a UK Government Minister, a member of the House of Lords, a director at the Tate, and now with his own show on Times Radio. Today he talks to Jane Ostler, EVP of Thought Leadership at Kantar, about pandemic TV viewing, the future of radio and TV, and how data is used. In particular, he explains how cultural institutions such as the Tate can use technology, data and content to build communities of interest that could provide substantial revenues. Finally, he explains why our hybrid broadcasting system – streamed content plus live broadcasting – on both radio and TV, is here to stay for the foreseeable future. Hosted on Acast. See acast.com/privacy for more information.…
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1 25. How can brands better understand and improve the menopause experience? 28:20
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Play Later Play Later Lists Like LikedMenopause is an increasingly hot topic as brands, politicians, celebrities, and influencers are driving the conversation to the top of the agenda. We have invited Lesley Salem, Founder of Over The Bloody Moon, a leading menopause support provider, to frankly discuss about our research into symptoms, the menopause in the corporate space and how brands should look at the menopause with insights from our study Redefining the Menopause launched earlier this year. Lesley joins Jane Ostler to discuss the opportunities for brands in this space, how they can better understand the audience through insights and ultimately innovate and communicate sensitively and authentically – avoiding criticisms of “wellness washing”. Hosted on Acast. See acast.com/privacy for more information.…
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1 24. Why does brand safety on Twitter matter to CMOs? 17:42
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Play Later Play Later Lists Like LikedWith prominent ad agencies advising their clients to pause advertising on Twitter, we talk with Nick Primola, Group EVP of the Association of National Advertisers, about brand risk, credibility and how advertisers perceive the recent decisions taken by Twitter’s new owner Elon Musk. In this new episode Jane Ostler, EVP of Global Thought Leadership at Kantar, asks Nick what the social media platform can do to win back CMOs' trust, what are the big issues concerning advertisers right now, and how CMOs are now choosing the digital platforms where they will be present in the future. Hosted on Acast. See acast.com/privacy for more information.…
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. Hosted on Acast. See acast.com/privacy for more information.…
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1 22. How brands are improving ad performance 32:08
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Play Later Play Later Lists Like LikedAd 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. Hosted on Acast. See acast.com/privacy for more information.…
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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. Hosted on Acast. See acast.com/privacy for more information.…
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1 20. Aldi & McCann Manchester: The power of entertaining advertising to solve business challenges and propel growth. 30:37
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Play Later Play Later Lists Like LikedIn 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. Hosted on Acast. See acast.com/privacy for more information.…
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1 19. Future Proof: Why does Mark Ritson urge brands to go beyond salience? 37:24
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Play Later Play Later Lists Like LikedStaying 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. Hosted on Acast. See acast.com/privacy for more information.…
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1 18. What will the future insights organisation look like? 29:29
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Play Later Play Later Lists Like LikedStephan 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. Hosted on Acast. See acast.com/privacy for more information.…
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1 17. How can brands get sustainability in advertising right? 27:01
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Play Later Play Later Lists Like LikedGraham 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? Hosted on Acast. See acast.com/privacy for more information.…
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1 16. Can we make the media industry more inclusive? 33:05
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Play Later Play Later Lists Like LikedBelinda 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? Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
Patrick Collister is non-exec Creative Director at Ad-Lib, and Editor of Directory Magazine. He is also one of the few people to have had serious Creative Director roles in adland (Ogilvy) as well as in digital organisations (Google). So what has changed over the course of his career? Why do people keep harking back to the good old days – and what has happened to the funny ad? Jane and Patrick talk about the importance of format, the definition of advertising ‘craft’, the emergence of new platforms, and the demise of the ‘big idea’. They discuss how creative and effective advertising (and the role of CMO) may look in the future… and whether any of the big UK Christmas ads this year hit the mark. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 14. What can we learn from Shell’s purpose journey? 20:53
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Play Later Play Later Lists Like LikedShell’s purpose is to "power progress together with more and cleaner energy solutions." But how did that come about? What were the challenges for global VP of the Shell brand, Dean Aragón? How is the purpose embedded in the organisation? Dean shares his advice for establishing a purpose that doesn’t just become a side project, and how you can ensure success through people, partnerships and the personal touch. Learn how UN Sustainable Development Goals feed into the purpose and strategy at Shell, and the specific actions they are taking to bring their purpose to life. Hosted on Acast. See acast.com/privacy for more information.…
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1 13. Why is Mercado Libre such a good place to advertise? 23:37
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Play Later Play Later Lists Like LikedIn Kantar’s recent Media Reactions study , it was revealed that ecommerce giant Mercado Libre is one of the most effective places to advertise in Latin America: it was seen as delivering the most ‘relevant and useful’ ads of all media brands in Argentina, Brazil and Colombia. What is the marketplace doing to help advertisers, and still satisfy consumers? Juan tells Jane Ostler and Alex Connock about smart targeting, the Direct Integration with Kantar for more effective measurement, the results of Brand Lift studies, and the opportunities they have in the Latin American market. They also discuss how ecommerce ads work with other channels, the importance of being present through the entire customer journey, the ad formats that work best, and the application of new technology – such as AI and machine learning – to help scale and optimise advertising. Hosted on Acast. See acast.com/privacy for more information.…
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Future Proof
1 12. How does Walmart connect digital and physical retail experiences? 19:23
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Play Later Play Later Lists Like LikedIn this episode, we discuss the evolving world of advertising technology and digital retail with Alexis (Lex) Josephs, Vice President of Sales, Ad Tech Partnerships and Ad Operations at Walmart Connect . How does Walmart’s advertising business use the insights from their 150m weekly shoppers to deliver targeted advertising at scale? Lex discusses how the pandemic has changed the retail experience (and accelerated digital trends), and what the future holds: Why is a clear data strategy important? How is Walmart embracing social commerce, or the ‘content to commerce’ experience? And what is the role of physical stores in the future of shopping? Hosted on Acast. See acast.com/privacy for more information.…
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1 11. Why should advertisers embrace in-content advertising? 24:02
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Play Later Play Later Lists Like LikedWe speak to Tim Jones, Global Head of Research and Insights at Mirriad , an advertising platform that allows brands to seamlessly integrate with content. Tim tells Kantar’s Duncan Southgate about the current challenges for advertisers, including changing consumer viewing habits and limited reach via linear TV advertising, as well as targeting and measurement. He explains how the placement of product or signage within the right content can deliver strong results, in terms of brand and sales uplift – and from the perspective of the consumer. How do brands make the most of that receptivity? How does the process work? And what does the future of the advertising technology industry look like? Hosted on Acast. See acast.com/privacy for more information.…
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