Future Proof
Episodes
23. Did we mention attention?
18 Nov 2022
Contributed by Lukas
Sander Bosch from Heineken explains the role of attention measurement in planning and evaluating communications effectiveness. There has been a rise i...
22. How brands are improving ad performance
02 Nov 2022
Contributed by Lukas
Ad pre-testing plays a central role in campaign effectiveness, making sure the ad creates an emotional connection, builds the brand, and meets sales o...
21. What is truth in marketing?
14 Oct 2022
Contributed by Lukas
What happens when marketing academics disagree? How do marketing academics look at brand theories and how does that resonate between marketing pr...
20. Aldi & McCann Manchester: The power of entertaining advertising to solve business challenges and propel growth.
11 Aug 2022
Contributed by Lukas
In 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...
19. Future Proof: Why does Mark Ritson urge brands to go beyond salience?
10 Aug 2022
Contributed by Lukas
Staying profitable is more important in inflationary times. We discuss how to achieve this with Marketing professor, Mark Ritson Since he was a junior...
18. What will the future insights organisation look like?
25 Apr 2022
Contributed by Lukas
Stephan Gans joins us to talk about Insights Transformation and how Consumer Insights can best organize to drive business value. Stephan Gans is the S...
17. How can brands get sustainability in advertising right?
25 Mar 2022
Contributed by Lukas
Graham Page is a Global Managing Director at Affectiva and leads Affectiva’s Media Analytics business, which is focused on the application of Emotio...
16. Can we make the media industry more inclusive?
07 Mar 2022
Contributed by Lukas
Belinda 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...
15. Was advertising better in the past?
13 Dec 2021
Contributed by Lukas
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 Crea...
14. What can we learn from Shell’s purpose journey?
18 Oct 2021
Contributed by Lukas
Shell’s purpose is to "power progress together with more and cleaner energy solutions." But how did that come about? What were the challenges for gl...
13. Why is Mercado Libre such a good place to advertise?
04 Oct 2021
Contributed by Lukas
In Kantar’s recent Media Reactions study, it was revealed that ecommerce giant Mercado Libre is one of the most effective places to advertise in Lat...
12. How does Walmart connect digital and physical retail experiences?
06 Sep 2021
Contributed by Lukas
In this episode, we discuss the evolving world of advertising technology and digital retail with Alexis (Lex) Josephs, Vice President of Sales, Ad Tec...
11. Why should advertisers embrace in-content advertising?
23 Aug 2021
Contributed by Lukas
We speak to Tim Jones, Global Head of Research and Insights at Mirriad, an advertising platform that allows brands to seamlessly integrate with conte...
10. How do you launch a sustainable brand?
05 Jul 2021
Contributed by Lukas
It’s not easy to get a totally new product on supermarket shelves, but Nimble Cleaning Products – founded by Von Sy in 2015 – has managed to fin...
9. How can sponsored entertainment support brand purpose?
14 Jun 2021
Contributed by Lukas
As the popularity of adverts and “branded content” declines, and more people use commercial-free streaming services, there is a real opportunity f...
8. How will African brands thrive?
02 Jun 2021
Contributed by Lukas
You can’t sum up a continent the size of Africa in three words, says Thebe Ikalafeng, founder and chairman of Brand Africa. But vibrancy, entrepre...
7. How does Unilever approach sustainable innovation?
17 May 2021
Contributed by Lukas
Kantar research finds that 88% of consumers want brands to help them be more sustainable. In this episode, Nicki Morley speaks to Catriona Ferris, Con...
6. What’s next for retail?
03 May 2021
Contributed by Lukas
In this episode, Jane speaks to Daniel Todaro, founder and managing director of Gekko Group, the retail marketing agency specialising in consumer elec...
5. How does a global agency stay agile?
29 Mar 2021
Contributed by Lukas
Essence is perhaps the original ‘digital-first’ media organisation – but how does it evolve with changing needs? CEO Kyoko Matsushita explains h...
4. How can you use AI for better outcomes in media?
15 Mar 2021
Contributed by Lukas
Xaxis is known for programmatic media buying – or ‘transforming digital media into business outcomes’. But how is it managing to balance artific...
3. How can social influencers help brands?
01 Mar 2021
Contributed by Lukas
With online platforms and audiences going through some big changes lately, it could be the ideal time to address or improve your influencer strategy. ...
2. What is changing in the world of advertising?
15 Feb 2021
Contributed by Lukas
It wouldn’t be absurd to think a global pandemic would hit the ad industry. But predictions of 15 or 20% decline turned out to be pessimistic: This...
1. How will radio and out-of-home advertising evolve?
01 Feb 2021
Contributed by Lukas
People listened to more radio during 2020, especially during periods of lockdown. Confined to our homes, we also saw less outdoor advertising. How did...
73. How can brands make the most of Snapchat?
07 Dec 2020
Contributed by Lukas
We know from Kantar’s COVID-19 Barometer that social media usage grew during the 2020 lockdowns. But what changes did Snapchat see? We speak to Andy...
BONUS: What’s next for marketing? with Mark Read, WPP
23 Nov 2020
Contributed by Lukas
In this episode, Jane Ostler and Andrew Stephen speak to Mark Read, the CEO of WPP, the world’s largest marketing and communications company, operat...
72. Where do great ads thrive?
16 Nov 2020
Contributed by Lukas
As brands have had to adapt their media plans during COVID-19, some changes might be temporary – but some represent an acceleration of more fundamen...
71. How did BlackRock find its purpose?
02 Nov 2020
Contributed by Lukas
If you think your business doesn’t need a purpose, you are wrong. Customers (and top talent) expect companies to advance society and make the commun...
70. What is authentic marketing?
19 Oct 2020
Contributed by Lukas
“Purpose” is discussed a fair bit in marketing circles, but Larry Weber – founder of Weber Shandwick and more recently communications agency Rac...
69. What makes JD.com a winning brand?
28 Sep 2020
Contributed by Lukas
Making gains of 24% in its brand value (2020 BrandZ™ Top 100 Most Valuable Global Brands), JD.com is well placed to offer advice on building and ma...
68. Why do attitudes about gender equality matter?
14 Sep 2020
Contributed by Lukas
UN Women, in partnership with Unstereotype Alliance, AT&T, Johnson & Johnson, Procter & Gamble, Unilever and Kantar, launched the results of the Gend...
67. What makes a winning advert?
31 Aug 2020
Contributed by Lukas
“With great purpose comes great scrutiny.” How do you bring brand purpose to life through advertising? And how do you do so in a way that is still...
66. How has COVID-19 challenged media agencies?
24 Aug 2020
Contributed by Lukas
When we last spoke to Nick Lawson in Cannes in 2019, the media world looked quite different. In this conversation, recorded in July after Nick’s app...
65. What does the future hold?
17 Aug 2020
Contributed by Lukas
What happens next? What will change? Of the changes we’ve experienced already, what will persist? One thing is certain: our views on the impact of t...
64. Why should brands care where their ads appear?
09 Aug 2020
Contributed by Lukas
Co-founder of the Sleeping Giants campaign, and now brand safety consultancy service Check My Ads, Nandini Jammi was a tech marketing generalist until...
63. Why should brands embrace the circular economy?
03 Aug 2020
Contributed by Lukas
As a professional sailor, sailing round the globe, Ellen MacArthur made a revelatory realisation about the wasteful nature of our (centuries-old) line...
62. What does it mean to be color brave?
19 Jul 2020
Contributed by Lukas
What is the difference between being “color blind” and being “color brave”? Why does it matter? How can brands be braver when it comes to incl...
61. How do we make fashion sustainable?
29 Jun 2020
Contributed by Lukas
As consumer preferences and brand promises shift towards a more sustainable approach – considering and minimising our environmental impact – what ...
60. Why should you care about TikTok?
15 Jun 2020
Contributed by Lukas
Jane and Andrew speak to Jorge Ruiz, Head of Marketing Science at TikTok, about why the app is seeing a surge in popularity, and why it’s ideal for ...
59. What happened to Cannes Lions?
08 Jun 2020
Contributed by Lukas
With the fear and uncertainty posed by a global pandemic, Ascential – the company that runs Cannes Lions – this year made the difficult decision t...
58. How is radio coping with COVID-19?
01 Jun 2020
Contributed by Lukas
How do you produce radio in lockdown? When you have committed to keep broadcasting 24/7? Kantar’s Jane Ostler spoke to Steve Parkinson, MD of Bauer ...
57. How does politics affect brands in America? with Joel Benenson
22 May 2020
Contributed by Lukas
Walker Smith speaks to Joel Benenson, founder and CEO of the Benenson Strategy Group, a leading political and corporate strategist, and formerly Ameri...
56. Does conversational AI give us better insights?
11 May 2020
Contributed by Lukas
How much would you tell a chatbot? Tara Prabhakar interviews David Wright and Karlien Kriegler, innovation specialists at Kantar, about the work they’...
55. How can search data build a winning content strategy?
27 Apr 2020
Contributed by Lukas
How do you create content that people really need, and want to read? The smartest route is to start with search data, and use the insights to write en...
BONUS: How will COVID-19 affect media and advertising?
20 Apr 2020
Contributed by Lukas
Host Professor Andrew Stephen chats to Jane Ostler, Daren Poole and Andy Brown, media and creative experts from Kantar, to find out what the coronavir...
54. How do consumer conversations affect your brand?
13 Apr 2020
Contributed by Lukas
How do you measure the conversation around your brand, and what can you do with that information? Walker Smith talks to Ed Keller, CEO of Engagement L...
BONUS: How is COVID-19 impacting customer experience, and financial services?
09 Apr 2020
Contributed by Lukas
As the pandemic changes how people deal with businesses (and each other), Walker Smith and Barbara Cador discuss the possible responses when it comes ...
BONUS: How can brands survive COVID-19?
03 Apr 2020
Contributed by Lukas
Data from years of Kantar and BrandZ research indicates clearly that the best way to survive an economic downturn (and to bounce back more quickly whe...
BONUS: What lessons can brands learn from China?
31 Mar 2020
Contributed by Lukas
The spread of coronavirus is disrupting brands from every industry, across the world. But we’ve been through disruption before, says Walker Smith, C...
BONUS: How will COVID-19 change global healthcare?
26 Mar 2020
Contributed by Lukas
As the pandemic changes lives across the world, how are healthcare systems responding? Where are consumers going for information and advice, and what ...
BONUS: What is the impact of COVID-19 on grocery and retail?
24 Mar 2020
Contributed by Lukas
What has happened to sales in supermarkets? Are patterns emerging in different countries across the world? And what should we expect to see next, when...
53. What is the future of sustainable urban mobility?
15 Mar 2020
Contributed by Lukas
People are desperate for more sustainable transport choices – and are keen to change how they get around cities, as long as they feel safe and have ...
52. What’s not going to happen in marketing?
01 Mar 2020
Contributed by Lukas
Things change in marketing all the time, and marketers get more excited with each new technological ‘innovation’. But we could be getting ahead of...
51. What’s next in media and marketing?
16 Feb 2020
Contributed by Lukas
As Kantar releases its annual Media Predictions report, forecasting the likely changes for media in 2020 and beyond, Professor Andrew Stephen asks exp...
50. What’s changing media agencies in 2020?
02 Feb 2020
Contributed by Lukas
Recently returned from CES in Vegas, Marco Rimini (Chief Development Officer at Mindshare) feels he has glimpsed the future – as well as a few thing...
49. How do you transform marketing in a 500-year-old business?
19 Jan 2020
Contributed by Lukas
You don't get much more traditional than Oxford University Press: over 500 years old, its roots dating back to 1478 when the first book was published ...
48. Why does marketing need to be sustainable?
07 Jan 2020
Contributed by Lukas
Too many marketers still believe that sustainability in marketing comes at the expense of cost-effectiveness – when, increasingly, adopting sustaina...
47. How can you make the most of chatbots?
20 Dec 2019
Contributed by Lukas
There are more and more times when we find ourselves talking to what might seem like a person, but it’s actually a bot, often powered by AI. But wha...
46. What makes marketers inspiring?
09 Dec 2019
Contributed by Lukas
Michael Fanuele has written about the Six Skills of Inspiration in his new book, Stop Making Sense. In this episode, we speak to Michael in New York a...
45. How can you make the world a better place?
27 Nov 2019
Contributed by Lukas
Daianna Karaian has always worked at the intersection of sustainability and business, helping brands make money while also making a difference in the...
44. How do you produce news in a digital world?
05 Nov 2019
Contributed by Lukas
What’s involved in producing news? And what’s new about news in a more digital-focussed world? Inga Thordar, Executive Editor of International, CN...
43. How do you delight Indian banking customers?
30 Oct 2019
Contributed by Lukas
What makes a bank successful? How do you attract and retain customers in the Indian banking market? And what role does technology play? S. Ramakrishna...
42. How can marketing change a company’s culture?
11 Oct 2019
Contributed by Lukas
The Racing Post was set up in 1986 to provide expert insights to fans of racing. But how does it approach marketing today? What does the future look l...
41. Are marketers realising the full potential of AI and machine learning?
06 Oct 2019
Contributed by Lukas
Can we use machine learning algorithms to better understand consumers? How they truly feel, simply by looking at their face or reading their Tweets? I...
40. What is the value of creativity? with Perry Nightingale
29 Sep 2019
Contributed by Lukas
How can we measure creativity? It's a big question, and a big challenge - but one that WPP's Perry Nightingale is keen to answer (with a little help f...
39. Why does the adtech market need to change?
23 Sep 2019
Contributed by Lukas
Kirk McDonald, CMO of advertising and analytics company Xandr, talks to Jane Ostler in Cannes about his views on the digital landscape – how digital...
38. What is the future of automotive? with Mat Heinl
15 Sep 2019
Contributed by Lukas
There is a lot of disruption in the world of ‘mobility’ – but what does that actually mean? What does it take to launch a ‘mobility’ product...
37. Why does eBay advertise on TV? with Gareth Jones
09 Sep 2019
Contributed by Lukas
There is a lot people don’t know about eBay, says Gareth Jones. In order to bust some of those myths – around things like delivery and newness –...
36. Can a machine be creative? with Perry Nightingale
01 Sep 2019
Contributed by Lukas
Technology and data now sit at the heart of marketing, and AI has quietly embedded itself in our culture. But how can we use it to produce adverts tha...
35. Can marketing make us enjoy food more? with Dr Cammy Crolic
25 Aug 2019
Contributed by Lukas
If enjoying food makes us choose to consume more of it, then learning how to trigger greater levels of enjoyment could be a valuable tool in a brand’...
34. How can we make online advertising better? featuring Teads
15 Aug 2019
Contributed by Lukas
How do you bridge the gap between creative and media teams to deliver more effective campaigns? How do you encourage users to actually watch a video a...
33. How can brands make the most of Pinterest? with Jon Kaplan
09 Aug 2019
Contributed by Lukas
What makes Pinterest different to other platforms? Jon Kaplan, Global Head of Partnerships, explains to Jane and Felipe how users (or Pinners) actuall...
32. What’s changed in the agency world? with MediaCom’s Nick Lawson
02 Aug 2019
Contributed by Lukas
Nick Lawson, CEO EMEA and client practice lead at MediaCom, spoke to us in Cannes about the changing world of the media agency, how the industry has e...
31. Why is Spotify getting into podcasts? with Danielle Lee
23 Jul 2019
Contributed by Lukas
The Culture Next global trends report from Spotify explains how younger audiences are changing – experiencing screen exhaustion and re-evaluating th...
30. What’s it like to work at Facebook? with Steve Hatch
21 Jul 2019
Contributed by Lukas
Steve Hatch, Vice President Northern Europe at Facebook, and former CEO at MEC (now Wavemaker) talks about the difference between his current job and ...
29. What makes a game-changing CMO? with Nadine Dietz
12 Jul 2019
Contributed by Lukas
What is the role of the CMO? How is it changing? And, most importantly, what makes a really good one? Jane Ostler interviews Nadine Dietz, chief commu...
28. How can marketers bring more joy to their work?
08 Jul 2019
Contributed by Lukas
Jane and Andrew speak to Bruce Daisley, VP EMEA for Twitter, about the role the platform plays in society and the marketing mix, as well as his own wo...
BONUS: Why should we care about brand value?
03 Jul 2019
Contributed by Lukas
June saw the release of the BrandZ Top 100 Most Valuable Global Brands of 2019, with Amazon taking the top spot for the first time. But why does it m...
27. How does Google balance creativity and technology?
01 Jul 2019
Contributed by Lukas
With more data at our disposal than ever, new tools, new tech, machine learning… are machines about to replace creatives? Tara Walpert Levy (VP, Age...
Live at Cannes Lions: Does the ad industry need to be overhauled? with Cindy Gallop
21 Jun 2019
Contributed by Lukas
We know that marketing think they are doing a good job when it comes to gender portrayal... while most consumers actually don't feel they are accurate...
Live at Cannes Lions: Why should creatives embrace AI?
20 Jun 2019
Contributed by Lukas
Today at Cannes Lions, Jane Ostler spoke to Chris Duffey, Head of AI Innovation and Strategy at Adobe and Anthony Reeves, Chief Creative Officer, Wund...
Live at Cannes Lions: In a tech-centric world, how does Unilever retain its place in the cultural conversation?
19 Jun 2019
Contributed by Lukas
BrandZ data shows the biggest brands in the world are now technology brands. Where does that leave brands who make physical products and companies lik...
Live at Cannes Lions: What’s more important, credibility or reach? with @AllThatIsShe & Whalar
18 Jun 2019
Contributed by Lukas
Today Jane Ostler speaks to influencer and content creator Dominique Davis (@AllThatIsShe) and Neil Waller, co-founder and CEO of Whalar, the influenc...
Live at Cannes Lions: Why are we still talking about brand purpose? with P&G
17 Jun 2019
Contributed by Lukas
Welcome to Future Proofing Creativity, recorded live at Cannes Lions in June 2019. This episode features Hesham Tohamy, head of P&G’s North Ameri...
26. What can advertising do about “toxic masculinity”?
09 Jun 2019
Contributed by Lukas
How can brands move beyond stereotypes? Why does it matter? And what does it look like in a world where 84 men each week are taking their own lives, ...
25. How much branding can you put in branded content?
24 May 2019
Contributed by Lukas
Branded content is absolutely everywhere… but why? What format works best, at each stage of a customer’s journey? How transparent should you be? A...
24. What is the best way to achieve business growth?
10 May 2019
Contributed by Lukas
The Initiative for Real Growth has analysed a huge range of research, including hundreds of C-suite interviews, to uncover the factors that drive sust...
23. How can brands get gender right?
26 Apr 2019
Contributed by Lukas
We talk all things gender in advertising with Angeline Martyn, Head of Private Sector Engagement at UN Women (the United Nations Entity for Gender Equ...
22. How do you name a corporate brand? with Essity
15 Apr 2019
Contributed by Lukas
What’s in a name? When you are a global company, known throughout the world for health and hygiene products including TENA, Tork, Bodyform, Libresse...
21. Future Proof LIVE: What Women Want? Panel Discussion at Saïd Business School
01 Apr 2019
Contributed by Lukas
Recorded live at Saïd Business School (Oxford University), a panel of experts talk about the What Women Want? initiative by Kantar, launched in 2018 ...
20. How does the BBC use audience data?
11 Mar 2019
Contributed by Lukas
The BBC’s public purpose is to inform, educate, entertain and bring the country together. Measuring and improving this is at the heart of the corpor...
19. Should marketers invest in AI?
01 Mar 2019
Contributed by Lukas
Yasmeen Ahmad from Teradata tells us what Artificial Intelligence (AI) actually means, and where it can be valuable for businesses – particularly fo...
BONUS: What Women Want? Exhibition Audio Tour by Kantar
25 Feb 2019
Contributed by Lukas
2018 marked the centenary of women’s suffrage in the UK. This was the beginning of a new era, when brands started to see women as consumers in their...
18. What is the business case for marketing?
15 Feb 2019
Contributed by Lukas
Despite there being so much evidence of marketing effectiveness, the industry doesn’t always promote itself and believe in its own value, says Russe...
17. Is advertising diverse enough?
30 Jan 2019
Contributed by Lukas
Advertising needs to reflect our society, says Karen Blackett OBE – UK Country Manager for WPP, Chairperson of MediaCom and race equality business c...
16. What is the future of news?
18 Jan 2019
Contributed by Lukas
The world of news is changing, from the way people consume it to how trusted certain channels are, and how the model is funded. Seth Rogin of Nucleus ...
15. Can a business be truly customer-centric?
04 Jan 2019
Contributed by Lukas
Metro Bank is a UK bank that aims to put customers and colleagues at the heart of everything they do. Their CEO Craig Donaldson tells us how they achi...
14. What is Twitter’s role in the media mix?
18 Dec 2018
Contributed by Lukas
In this episode, we explore Twitter from a research angle – how they measure success, how they are looking to improve the ‘health’ of conversati...
BONUS: How will the media landscape change in 2019?
12 Dec 2018
Contributed by Lukas
Will analytics and AI finally help marketing teams measure ROI properly? Will TV ‘die’ or become bigger than ever? Is it more important to be a re...
13. How can businesses close the narrative gap?
06 Dec 2018
Contributed by Lukas
Do you think people understand your business? Its true essence? Most companies in the UK say they are misunderstood, by customers, suppliers, society ...
12. Are brands paying enough attention to audio?
23 Nov 2018
Contributed by Lukas
Platforms like Spotify are seeing huge adoption rates, but are brands making the most of the opportunity to reach a new, captive audience through digi...