Future Proof

For the 20th anniversary edition of BrandZ's global report, Adele Jolliffe, Head of Brand Consultants, Kantar talks with Marcel Marcondes, Global Chief Marketing Officer, AB InBev about the evolution of marketing and brand-building over the past two decades and the importance of brand in driving growth.Marcel joined AB InBev in 2005. Prior to becoming the company's Global Chief Marketing Officer, he held a variety of roles at AB InBev, including Global President of Beyond Beer Co. and Chief Marketing Officer at Anheuser-Busch. He also spent seven years in brand management at Unilever in Brazil.Read the 20th anniversary edition of BrandZ's global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

For the 20th anniversary edition of BrandZ's global report, Martin Guerrieria, Head of Kantar BrandZ, talks with Abhinav Kumar, Global Chief Marketing Officer, TCS about the evolution of marketing and brand-building over the past two decades and the importance of brand in driving growth. Abhinav is the Chief Marketing Officer of TCS, leading a team of 700 professionals in 55 countries who oversee the company's brand, reputation and stakeholder relationships. In a 23-year career at the company, he has performed several leadership roles including CMO for LATAM, Europe and all international markets, winning over 150 brand and communications awards during his tenure. Read the 20th anniversary edition of BrandZ's global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

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.

In 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.

In 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.

Coca-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 impactEmotion alone isn't enough: why brand centricity isn't a nice to have and how to achieve itBuilding 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.

GenAI 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.

In 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.

Over 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.

TV 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.

In 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.

The 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.

Having 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.

Brand 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.

In 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.

In 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.

Brand 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.

In 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.

How 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.

In 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 effectivenessMore 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

Get 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 effectivenessMore 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

In 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 effectivenessMore 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

Can 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.

In 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.

In 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.

In 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.

Are 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

What 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.

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.

Jane 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.

Join 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.

In 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.

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.

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.

Jane 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.

In 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.

Ready 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.

Brands 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.

In 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.

Kantar BrandZ Insights from Brand Builders 2024: A conversation with Marcel Marcondes, Global Chief Marketing Officer, AB InBev.As part of the 2024 launch of the worlds 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 valuableglobal 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.

Kantar BrandZ Insights from Brand Builders 2024: A conversation with Sumit Virmani, Chief Marketing Officer, InfosysAs part of the 2024 launch of the worlds 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.

Kantar BrandZ Insights from Brand Builders 2024: A conversation with Kirti Singh, Chief Analytics, Insights and Media Officer, P&G. As part of the 2024 launch of the worlds 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.

Kantar BrandZ Insights from Brand Builders 2024: A conversation with Jane Wakely, Chief Consumer and Marketing Officer, PepsiCo.As part of the 2024 launch of the world's most valuable brands, Martin Guerrieria, Head of Kantar BrandZ talks with Jane Wakely, Chief Consumer andMarketing 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.

In 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.

In 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.

In 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.

Tune 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.

Humour 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.

Effective 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.

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.

KFC'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.