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Future Proof

Kantar & Saïd Business School, Oxford University

34
Followers
60
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Future Proof

Future Proof

Kantar & Saïd Business School, Oxford University

34
Followers
60
Plays
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About Us

The marketing podcast from Said Business School, Oxford University, and Kantar, the marketing insights and consulting company. In each episode, we’ll have a frank discussion with an expert, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way. Looking at big industry question through both a market research and an academic lens, we can help prepare marketers for the future (with proof). All episodes and more info at https://www.kantar.com/

Latest Episodes

How do we make fashion sustainable?

By Rotation founder Eshita Kabra-Davies talks to us about how and why the industry is changing.

27 MIN2 w ago
Comments
How do we make fashion sustainable?

Why should you care about TikTok?

TikTok has exploded in popularity recently. What is so different about this platform, and how can brands get involved? We speak to their head of marketing science, Jorge Ruiz.

18 MINJUN 16
Comments
Why should you care about TikTok?

What happened to Cannes Lions?

We ask Philip Thomas, chairman of the advertising festival, about the decision to cancel – and the future of events and creativity.

21 MINJUN 8
Comments
What happened to Cannes Lions?

How is radio coping with COVID-19?

Jane Ostler speaks to Steve Parkinson, Bauer Media, about the steps they’ve taken, the technology they’ve relied on, and what happens next for the commercial radio stations that are now broadcasting from people’s homes. Steve touches on some of the challenges – like reconsidering obituary procedures, and helping advertisers get the tone of their campaigns right – and the important role of radio during difficult times.

23 MINJUN 1
Comments
How is radio coping with COVID-19?

How does politics affect brands in America?

Walker Smith speaks to Joel Benenson, founder and CEO of the Benenson Strategy Group, a leading political and corporate strategist. As the US enters election season, and faces the huge challenge of a global pandemic, how is the relationship between politics and business changing? Joel talks about the state of US politics and levels of polarisation, the affect on brands and the changing nature of customer demand, and the importance of employee sentiment in building strong brands.

27 MINMAY 22
Comments
How does politics affect brands in America?

Does conversational AI give us better insights?

Tara Prabhakar interviews David Wright and Karlien Kriegler, innovation specialists at Kantar, about the work they’ve been doing around conversational AI and the results of some client projects in this space. Describing the (fast) evolution of chatbots, David and Karlien explain how new approaches to research – featuring chat, AI, NLP and human insight – can bring together the best of qualitative and quantitative research methods, and gives us richer insights.

27 MINMAY 11
Comments
Does conversational AI give us better insights?

How can search data build a winning content strategy?

How do you create content that people really need, and want to read? Start with search data, and use the insights to write engaging evergreen articles. This is what Sergey Lesnikov, Senior Global Digital Marketing & Ecommerce Manager at Philips, did with his team and partners Mavens of London in order to create the Male Grooming Experience Center. Tara Prabakhar asks Sergey what inspired the idea, how it was done, what made it so successful, and the role of AI in the future.

26 MINAPR 27
Comments
How can search data build a winning content strategy?

BONUS: How will COVID-19 affect media and advertising?

Host Professor Andrew Stephen chats to Jane Ostler, Daren Poole and Andy Brown, media and creative experts from Kantar, to find out what the coronavirus means for media and advertising. What happens if brands stop advertising? How are our consumption habits changing? And what makes a good piece of creative at this time?

20 MINAPR 20
Comments
BONUS: How will COVID-19 affect media and advertising?

How do consumer conversations affect your brand?

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 Labs and Kevin Moeller, Head of Media Insights & Analytics, PepsiCo North America, about the role of word-of-mouth marketing, measuring both online and offline conversation and the applications of these insights. Please note: This episode was recorded prior to the COVID-19 pandemic.

23 MINAPR 14
Comments
How do consumer conversations affect your brand?

BONUS: How is COVID-19 impacting customer experience, and financial services?

As the pandemic changes how people deal with businesses (and each other), Walker Smith and Barbara Cador discuss the possible responses when it comes to customer experience, particularly in the banking sector, as people worry more about their financial situation. Will this speed up digital transformation in financial services, or reinforce the importance of a human touch? What differences and similarities are we seeing in various markets around the world when it comes to consumer needs and preferences?

15 MINAPR 9
Comments
BONUS: How is COVID-19 impacting customer experience, and financial services?

Latest Episodes

How do we make fashion sustainable?

By Rotation founder Eshita Kabra-Davies talks to us about how and why the industry is changing.

27 MIN2 w ago
Comments
How do we make fashion sustainable?

Why should you care about TikTok?

TikTok has exploded in popularity recently. What is so different about this platform, and how can brands get involved? We speak to their head of marketing science, Jorge Ruiz.

18 MINJUN 16
Comments
Why should you care about TikTok?

What happened to Cannes Lions?

We ask Philip Thomas, chairman of the advertising festival, about the decision to cancel – and the future of events and creativity.

21 MINJUN 8
Comments
What happened to Cannes Lions?

How is radio coping with COVID-19?

Jane Ostler speaks to Steve Parkinson, Bauer Media, about the steps they’ve taken, the technology they’ve relied on, and what happens next for the commercial radio stations that are now broadcasting from people’s homes. Steve touches on some of the challenges – like reconsidering obituary procedures, and helping advertisers get the tone of their campaigns right – and the important role of radio during difficult times.

23 MINJUN 1
Comments
How is radio coping with COVID-19?

How does politics affect brands in America?

Walker Smith speaks to Joel Benenson, founder and CEO of the Benenson Strategy Group, a leading political and corporate strategist. As the US enters election season, and faces the huge challenge of a global pandemic, how is the relationship between politics and business changing? Joel talks about the state of US politics and levels of polarisation, the affect on brands and the changing nature of customer demand, and the importance of employee sentiment in building strong brands.

27 MINMAY 22
Comments
How does politics affect brands in America?

Does conversational AI give us better insights?

Tara Prabhakar interviews David Wright and Karlien Kriegler, innovation specialists at Kantar, about the work they’ve been doing around conversational AI and the results of some client projects in this space. Describing the (fast) evolution of chatbots, David and Karlien explain how new approaches to research – featuring chat, AI, NLP and human insight – can bring together the best of qualitative and quantitative research methods, and gives us richer insights.

27 MINMAY 11
Comments
Does conversational AI give us better insights?

How can search data build a winning content strategy?

How do you create content that people really need, and want to read? Start with search data, and use the insights to write engaging evergreen articles. This is what Sergey Lesnikov, Senior Global Digital Marketing & Ecommerce Manager at Philips, did with his team and partners Mavens of London in order to create the Male Grooming Experience Center. Tara Prabakhar asks Sergey what inspired the idea, how it was done, what made it so successful, and the role of AI in the future.

26 MINAPR 27
Comments
How can search data build a winning content strategy?

BONUS: How will COVID-19 affect media and advertising?

Host Professor Andrew Stephen chats to Jane Ostler, Daren Poole and Andy Brown, media and creative experts from Kantar, to find out what the coronavirus means for media and advertising. What happens if brands stop advertising? How are our consumption habits changing? And what makes a good piece of creative at this time?

20 MINAPR 20
Comments
BONUS: How will COVID-19 affect media and advertising?

How do consumer conversations affect your brand?

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 Labs and Kevin Moeller, Head of Media Insights & Analytics, PepsiCo North America, about the role of word-of-mouth marketing, measuring both online and offline conversation and the applications of these insights. Please note: This episode was recorded prior to the COVID-19 pandemic.

23 MINAPR 14
Comments
How do consumer conversations affect your brand?

BONUS: How is COVID-19 impacting customer experience, and financial services?

As the pandemic changes how people deal with businesses (and each other), Walker Smith and Barbara Cador discuss the possible responses when it comes to customer experience, particularly in the banking sector, as people worry more about their financial situation. Will this speed up digital transformation in financial services, or reinforce the importance of a human touch? What differences and similarities are we seeing in various markets around the world when it comes to consumer needs and preferences?

15 MINAPR 9
Comments
BONUS: How is COVID-19 impacting customer experience, and financial services?
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