Future Proof

Oliver Gilding, Head of Innovation and Licensing at Iceland Foods, dives into the world of retail innovation. He emphasizes the courage needed to embrace bold partnerships, including collaborations with well-known brands like Greg's and Heinz. Oliver shares their success with exciting product launches, such as takeout-inspired meals, while discussing the importance of understanding core customers. He also highlights the role of a cutting-edge AI tool that drives informed decision-making by analyzing consumer insights, paving the way for continuous innovation.

Philippa Tilley, Global Head of Radiant Brands at Unilever, shares her expertise in fostering meaningful innovation and integrating sustainability. She discusses Unilever's shift from minor updates to transformative innovations tailored to diverse consumer needs. The conversation highlights the role of AI in enhancing efficiency without sacrificing creativity. Philippa emphasizes the balance of curiosity and focus in the creative process, shedding light on the challenges innovators face while navigating corporate dynamics and market demands.

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.

Jauneen Tarin, Head of Connected Shopper Practice at Kantar, and Nora Zukauskaite, Integrated Marketing Director for TikTok Shop UK, dive into the revolutionizing power of TikTok Shop in e-commerce. They discuss how live shopping is transforming consumer engagement and driving sales. The conversation highlights unique marketing strategies tailored for TikTok's platform, the challenges of connecting consumer interest to actual purchases, and the integration of digital and physical shopping for enhanced customer experiences.

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 📃 Hosted on Acast. See acast.com/privacy for more information. Hosted on Acast. See acast.com/privacy for more information.

Join Jamie Peate, Global Head of Effectiveness and Retail at McCann World Group, as he reveals secrets behind creating impactful Christmas ads. Discover how creativity and brand centricity drive effectiveness, with insights on balancing humor and sales. Jamie discusses the evolution of John Lewis advertisements, advocating for emotional storytelling. He also explores the shifting role of humor in connecting with audiences, emphasizing cultural relevance while maintaining brand identity in retail communication.

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 📃 Hosted on Acast. See acast.com/privacy for more information. Hosted on Acast. See acast.com/privacy for more information.

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.