Future Proof

Today Jane Ostler speaks to influencer and content creator Dominique Davis (@AllThatIsShe) and Neil Waller, co-founder and CEO of Whalar, the influencer marketing platform, live at Cannes Lions. As young people in particular spend more and more time online, and with news that Instagram is the fastest growing brand in the BrandZ Global Top 100, the power of social media as a channel for reaching consumers is undisputed. But is reach more important than credibility? Can you have both? Why (and when) does influencer marketing work, what does success look like, and how is it likely to evolve in the next few years? Hosted on Acast. See acast.com/privacy for more information.

Welcome to Future Proofing Creativity, recorded live at Cannes Lions in June 2019.   This episode features Hesham Tohamy, head of P&G’s North America Feminine Care business, and Global Leader for the Always brand. At Kantar, we know brands with purpose have a higher brand value. But what does purpose mean, and has that meaning changed in the last few years? Why does a brand need to have a purpose, and how does it manifest in the business? What does this look like for Always and P&G in general? Hesham tells Kantar's Jane Ostler about various initiatives that are improving the lives of girls and women across the world, including destigmatising menstruation, the #likeagirl campaign and the fight to #endperiodpoverty.  Hosted on Acast. See acast.com/privacy for more information.

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, due to various forms of crisis? James Scroggs, chairman of the Campaign Against Living Miserably (CALM) and master of the side hustle, speaks to Tara and Andrew about the changing notion of masculinity, the role of brands and the power of advertising when it comes to mental health, and why having a vision of the world you want to inhabit – a “north star” – is crucial for both individuals and organisations. Hosted by Andrew Stephen, L’Oreal Professor of Marketing at Saïd Business School (Oxford University) and Tara Prabhakar, Global Director of Qualitative, Insights Division, Kantar.  Hosted on Acast. See acast.com/privacy for more information.

Branded content is absolutely everywhere… but why? What format works best, at each stage of a customer’s journey? How transparent should you be? And how much branding is simply too much? Dr Alex Connock, Associate Fellow at Said Business School and founder of Missile Digital, talks to the Future Proof podcast about his research and industry experience, sharing insights for marketers exploring the brave new world of branded content. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Julie Kollman, Chief Research Officer at Kantar. Hosted on Acast. See acast.com/privacy for more information.

The Initiative for Real Growth has analysed a huge range of research, including hundreds of C-suite interviews, to uncover the factors that drive sustainable, top-line business growth. In this episode of Future Proof, co-founder of the Institute for Real Growth Marc de Swaan Arons (Kantar) talks us through the findings, and explains what distinguishes an over-performer from an under-performer. He talks about whole-brained marketing, the importance of open cultures and anticipative organisations, how to better define your market and business model(s)… and why humanised growth works best.   Hosted on Acast. See acast.com/privacy for more information.

We talk all things gender in advertising with Angeline Martyn, Head of Private Sector Engagement at UN Women (the United Nations Entity for Gender Equality and the Empowerment of Women) and a spokesperson for the Unstereotype Alliance. At the heart of the discussion is the latest AdReaction research from Kantar, looking at how different genders respond to advertising, and what marketers should be doing differently. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Ostler, Global Head of Media, Insights Division at Kantar. Please help UN Women create a more gender equal world:  Donate Now:  https://donate.unwomen.org/en Learn More: http://www.unstereotypealliance.org/en Hosted on Acast. See acast.com/privacy for more information.

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, Lotus, Nosotras, Saba, Tempo, Vinda and Zewa, it’s actually pretty crucial. Gabriella Ekelund talks to us about how Essity went about choosing a new name, the approach to stakeholder management, the rebranding process, and the reception it received. She also discusses what Essity means… both literally, and as a corporate brand with a bigger purpose. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Julie Kollman, Chief Research Officer at Kantar. Hosted on Acast. See acast.com/privacy for more information.

Recorded live at Saïd Business School (Oxford University), a panel of experts talk about the What Women Want? initiative by Kantar, launched in 2018 to explore the last 100 years of marketing to women – and looking at how self-esteem can play an important role for brands looking to reach a wider audience. The panel was made up of members of the What Women Want? steering committee: Phillipa Snare,  EMEA Marketing Group, Facebook Justine Roberts, Founder, Mumsnet and Gransnet Bart Michels, UK Country Leader, Kantar Felipe Thomaz, Associate Professor of Marketing, Saïd Business School (Oxford University) Hosted by Hosted by Andrew Stephen, L’Oreal Professor of Marketing at Saïd Business School (Oxford University)   Hosted on Acast. See acast.com/privacy for more information.

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 corporation’s research strategy, as Director of Audiences Nick North explains. So what does the BBC know about you? How are they using customer and behavioural data to create and improve TV and digital content, and the overall quality of the experience? And what can brands learn from the BBC’s approach? Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Ostler, Global Head of Media, Insights Division at Kantar. Hosted on Acast. See acast.com/privacy for more information.

Yasmeen Ahmad from Teradata tells us what Artificial Intelligence (AI) actually means, and where it can be valuable for businesses – particularly for marketing teams. Cutting through the nonsense to explain how AI really works, Yasmeen points to the value, the risks, and the key things to consider when you bring AI into your organisation.  Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Jane Bloomfield, Head of Business Development, Insights Division at Kantar. Hosted on Acast. See acast.com/privacy for more information.