Future Proof

If you understand how marketing works, argues Felipe Thomaz, you can assist in dismantling markets that should not exist. That’s why Thomaz, a marketing academic, lists ‘the dark web’ as one of his specialist subjects. In this episode, he discusses what the dark web is, how black markets can still apply (and indeed strengthen) the principles of marketing, and what marketers might actually learn from some of the activity and developments made in these shadier areas of the internet… Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School (Oxford University) and Amy Cashman, the UK Managing Director of Kantar TNS.  Hosted on Acast. See acast.com/privacy for more information.

Is the art of advertising dead? Not quite, says writer, producer and director Paul Burke, but after 30 ‘odd’ years in the world of creating ads for a huge range of brands, he definitely has some views on what could be done better – and how organisational structure and recruitment can play a part in this. 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.

The world of radio has changed, but consumption of this medium has never been higher. Director of Folder Media and founder of the British Podcast Awards Matt Deegan tells Jane and Andrew what is changing, why it’s changing, how radio stations are ‘brandifying’… and what brands can do to take advantage of the channel and reach the huge numbers of people listening to radio, whether through traditional or more modern means. 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.

Arpapat Boonrod (Nokki), CEO for Kantar’s Insights division in Thailand, discusses her ESOMAR-award winning research into voice assistants and their application in Asia Pacific, explaining how and why these devices and the technology behind them are going to impact our lives. Why is voice different? And what can brands do to prepare themselves for a voice-activated world? 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.

A huge number of businesses rely on Facebook to spread their message and boost their sales – but what metrics are really affected by Facebook ads, and what should brands consider when they are setting up campaigns on the platform? Planning Director Ian Edwards discusses some of the research carried out by Kantar Millward Brown and Saïd Business School, as well as the company’s own findings around the best approach to Facebook advertising. 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.

Our guest Mark Visser (Kantar Consulting) explains how the ideal marketing professional must operate, and what marketing leaders and teams may look like in the future. Do we really need whole new skillsets? Has technology changed everything? And what should brands do differently, when it comes to their people, in order to compete? 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.

Only 1% of adverts show women being funny – a statistic Lynne Parker, founder and CEO of Funny Women and the HERlarious initiative, finds incredibly shocking. She talks to Andrew and Jane about why there should be more women creating ads as well as starring in them, and how humour can be used to create more impactful campaigns. 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.

With voice assistants, chatbots, robots and new advances in sensory marketing, technology is beginning to feel like a friend. Dr Rhonda Hadi, Saïd Business School, discusses her research into consumer reactions to these artificial companions, and shares some advice for brands looking to appeal to our human nature. Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School, and Julie Kollman, Chief Research Officer at Kantar.  Hosted on Acast. See acast.com/privacy for more information.

Brand trust has been conflated with data privacy issues, but surely it means more than that? Charlie Hiscocks, agency veteran and former head of communications at SAB Miller, discusses his views and experiences on how brands can build and maintain trust, and how this is linked to the brand promise. Have the rules changed?  Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School, and Julie Kollman, Chief Research Officer at Kantar.  Hosted on Acast. See acast.com/privacy for more information.

We speak to Lucy Moon, a blogger and vlogger who works with brands regularly to promote their products and their message. She brings an insider’s perspective on the value of influencer marketing, and the best way to work with content creators. Does it work? How is it measured? And how can brands prepare much better briefs? Hosted by Andrew Stephen, L'Oreal Professor of Marketing at Saïd Business School, and Julie Kollman, Chief Research Officer at Kantar.  Hosted on Acast. See acast.com/privacy for more information.