Future Proof

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.

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 own right. Kantar created the What Women Want? Exhibition to explore the last 100 years of marketing to women, and to celebrate this ongoing journey of emancipation, engagement and empowerment. Listen to this audio tour to explore a century of outstanding examples and milestones in marketing to women. Hosted on Acast. See acast.com/privacy for more information.

Despite there being so much evidence of marketing effectiveness, the industry doesn’t always promote itself and believe in its own value, says Russell Parsons. Why does this case still need to be made? What do marketers need to do differently? And how should marketing sell itself not only to stakeholders in the business, but also to the wider world? And to themselves? Hosted on Acast. See acast.com/privacy for more information.

Advertising needs to reflect our society, says Karen Blackett OBE – UK Country Manager for WPP, Chairperson of MediaCom and race equality business champion to the UK government – but it isn’t currently doing so. With stereotypes, tokenism and a downright lack of diversity in the world of advertising, we are missing out on greater creativity, transformation – and ultimately profit. Who is leading the way, and what should business leaders consider when embarking on this journey? Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Bart Michels, Kantar UK Country Lead. Hosted on Acast. See acast.com/privacy for more information.