Future Proof

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.

Richard Lloyd, Director of Marketing Science at Meta, shares his expertise in the world of digital advertising. He discusses the critical role of attention measurement and how AI is reshaping media planning. Brands must not only harness emotional connections but also optimize content for shorter video formats to thrive. The conversation highlights the explosive growth of online video, emphasizing its dominance over traditional TV. With practical insights, Richard guides listeners on capturing consumer attention in a crowded digital landscape.

In this compelling episode of the Kantar Future Proof podcast, Lynne Deason, Head of Creative Excellence, talks to Sarah Mayall, Head of Brand for HSBC UK. Together, they explore the intricate journey of crafting multi-award-winning marketing campaigns—including a recent bronze IPA Award—that not only achieve commercial success but also have a positive impact on society and staff.Learn how authenticity, creativity, boldness, and strategic partnerships fuel memorable, brand-centric connections that make your brand meaningfully different from others. The most valuable inspiration for developing effective marketing campaigns is often found in particularly challenging spaces, and financial services advertising is one of the toughest. Hosted on Acast. See acast.com/privacy for more information.

In this engaging discussion, Richard Shotton, author known for his insights on consumer behavior, and Dr. Nicki Morley from Kantar dive into the transformative potential of behavioral science in marketing. They explore how biases shape consumer choices and the importance of data-backed strategies. The duo also highlights the role of social identity in purchasing habits, offering tips for sustainable branding. Featuring real examples, they emphasize balancing established insights with innovative approaches to connect with diverse audiences.

Join Wael Jabi, KitKat's Head of Marketing, Tom Drew from VML London, and Polly Wyn-Jones of Kantar for an insightful chat about marketing magic! Discover how they turned tech frustrations into a captivating campaign. They discuss the balance of global branding, the power of humor, and how consumer insights shape effective advertising. The team shares their strategies for keeping the 90-year-old brand relevant in a fast-paced world, ensuring every chocolate break connects with modern consumers in meaningful ways.

Gianluca Toccafondi, IKEA's marketing lead and winner of the Most Meaningfully Different Award, shares insights into the brand's innovative strategies. He discusses how IKEA seamlessly integrates sustainability into affordable design. The conversation highlights the evolution of advertising from eye-catching tactics to engaging simplicity. Gianluca also explores the role of social media in consumer creativity, emphasizing how cultural moments can boost brand engagement. Tune in for a fresh perspective on IKEA's marketing success!

Jane Ostler, our EVP of Global Thought Leadership, caught up in Cannes with Josh Stinchcomb, Global Chief Revenue Officer at Dow Jones. They discussed the dynamics at play in the media environment, with traditional monetisation models under threat, the erosion of trust in media, and AI looming large. So, what is the role of CMOs in this maelstrom? With brand safety and ROI high on the list of marketing leaders’ concerns, Josh argues for a truly data-led approach to media planning, calling on CMOs to invest in trusted news platforms and practice caution with the blunt tool of block lists. Hosted on Acast. See acast.com/privacy for more information.