Future Proof

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.

Join Jane Ostler, EVP Global Thought Leadership at Kantar, as she engages in a fast-paced and thought-provoking conversation with Kate Scott-Dawkins, Global President of Business Intelligence at GroupM, during Cannes Lions week. They dive into GroupM’s “This Year, Next Year” report, discussing the transformative impact of AI, the rapid growth of retail media, and the evolving landscape of political advertising. Discover how these trends are reshaping the media world and what it means for brands aiming to stay ahead in a dynamic market. In this episode, Kate also shares insights on the importance of responsible investment in media, the integration of commerce and media, and the future of content creation with AI. Learn how brands can leverage new opportunities and maintain trust and relevance in an ever-evolving landscape.  Hosted on Acast. See acast.com/privacy for more information.

Elaine Rodrigo, Chief Insights and Analytics Officer at Reckitt, shares insights on the transformative impact of generative AI in marketing. She discusses how AI enhances consumer behavior analysis and marketing strategies while keeping creativity at the forefront. The conversation highlights the necessity of inclusivity in creative insights and effective use of proprietary datasets. Rodrigo also emphasizes the importance of human creativity alongside AI and previews the future of AI in creative development, especially in content generation and campaign evaluation.

In this discussion, brand growth strategist Jane Ostler teams up with Rob Wade from Kantar to uncover innovative paths for brand expansion. They explore how brands like San Pellegrino and Lurpak have diversified successfully without jeopardizing their core products. Strategies around premiumisation and catering to price-sensitive consumers are highlighted, as well as the importance of aligning innovations with existing brand identities. The duo emphasizes that informed exploration of new categories and services is key to sustainable growth.

Jane Ostler talks to Kantar’s Paul Murphy about the second Growth Accelerator of the Blueprint for Brand Growth, Be More Present, focusing on optimising marketing investments across product range, distribution, pricing, and promotions. Paul Murphy highlights Nike’s strategy of balancing digital and physical retail presence to meet diverse consumer needs. The importance of omnichannel presence is emphasised, with examples like Harry’s, a men’s razor company, expanding from online subscriptions to physical retail partnerships. They also discuss the significance of range in attracting different buyers, using Heinz Beans’ various formats and variants as an example. Paul and Jane warn against over-reliance on price promotions, suggesting a focus on price pack architecture instead. The discussion extends to the role of digital presence and retail media, noting the increasing use of retail data for targeted marketing. They also stress the need for brands to be consistently findable online and in-store to capture all potential sales.To find out more, visit kantar.com/blueprint Hosted on Acast. See acast.com/privacy for more information.