Future Proof

Ryan Brendle, Global Director of Marketing Sciences at Reddit, shares insights on evolving marketing strategies. He discusses the importance of merging performance and brand marketing to enhance brand value and revenue. The conversation dives into how structured processes and data can help brand marketers learn from performance techniques. They also explore innovative methodologies for brand measurement through collaboration between Kantar and Reddit, and highlight the growing role of social media in influencing consumer behavior.

TV and video streaming are two of the most effective ways to reach audiences and predispose more people. According to Kantar Media Reactions, consumers find advertising on TV and TV streaming fun and entertaining and that TV sponsorships have better quality experiences. Marketers too are planning on investing more in CTV advertising experience.  And yet, despite this interest, Kantar found that in Q3’24, only 16% of video streamers are happy with the relevance of ads shown to them. Nicole Jones, Kantar’s Chief Media Commercial Lead and Anna Miller, Head of Ad Measurement and Partnerships at Roku join forces to shed light on the opportunities and challenges of advertising in this rapidly changing market and discuss the future of streaming based ads. Hosted on Acast. See acast.com/privacy for more information.

In this episode of Future Proof, Jane Ostler talks with fellow Kantar experts Duncan Southgate and Gonca Bubani to discuss their latest report, Marketing Trends 2025. They explore the shift towards total video, the evolving social media landscape, and the rapid growth of retail media networks. The conversation highlights the importance of sustainability in marketing strategies and the transformative potential of generative AI in creative development. The experts provide insights into how marketers can stay ahead of the curve and future-proof their strategies for 2025 and beyond.The discussion also delves into the challenges and opportunities presented by the creator economy, the role of retail media networks, and the significance of innovation in brand expansion. Duncan and Gonca share their perspectives on how marketers can leverage these trends to enhance their digital presence and customer engagement. The episode concludes with a focus on the importance of data provenance and the need for marketing organizations to deploy AI effectively to maximise its potential. Hosted on Acast. See acast.com/privacy for more information.

Kate Scott-Dawkins, Global President of Business Intelligence at GroupM and author of the "This Year Next Year" report, shares her insights on the advertising industry's rapid transformation. They discuss the predicted $1 trillion ad revenue for 2024, driven by digital channels and AI innovations. Kate highlights the growing need for trust in media platforms and the strategic importance of out-of-home advertising. The potential implications of a TikTok ban and the rise of retail media are also examined, showcasing the ever-evolving landscape for marketers.

Having a clear brand positioning is key to creating brand consistency and connection across time and touchpoints. The Eurovision song contest is hosted by a new country with a new campaign each year so creating brand clarity is especially key. In this episode, Lina Moussaoui, Brand Manager for the Eurovision Song Contest at the European Broadcasting Union and Marise Pronk, Senior Account Manager at Kantar talk to Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar about how they unearthed the essence of the brand and created a clear framework to connect and inspire all their internal and external partners. The written case study, ‘Great brands are built on great stories’ can be found in Kantar’s Brand Strategy Unpacked booklet here. Hosted on Acast. See acast.com/privacy for more information.

Brand collaborations are a powerful marketing lever to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present.No wonder 1 in 4 marketers cite collabs as an important tactic in the 2024 Language of Effectiveness report by Marketing Week and Kantar.Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar and Becky Ingram, Client Partner at Kantar chat to Gui Pasculli, Head of Culture & Partnership for Malibu at Pernod Ricard. They unpack how brand collabs are helping Malibu to connect to culture and develop brand experiences which are driving meaningful difference for the brand, extending category boundaries and reaching new audiences. Hosted on Acast. See acast.com/privacy for more information.

Oliver Gilding, Head of Innovation and Licensing at Iceland Foods, dives into the world of retail innovation. He emphasizes the courage needed to embrace bold partnerships, including collaborations with well-known brands like Greg's and Heinz. Oliver shares their success with exciting product launches, such as takeout-inspired meals, while discussing the importance of understanding core customers. He also highlights the role of a cutting-edge AI tool that drives informed decision-making by analyzing consumer insights, paving the way for continuous innovation.

Philippa Tilley, Global Head of Radiant Brands at Unilever, shares her expertise in fostering meaningful innovation and integrating sustainability. She discusses Unilever's shift from minor updates to transformative innovations tailored to diverse consumer needs. The conversation highlights the role of AI in enhancing efficiency without sacrificing creativity. Philippa emphasizes the balance of curiosity and focus in the creative process, shedding light on the challenges innovators face while navigating corporate dynamics and market demands.

Brand collaborations are a powerful marketing lever to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present. No wonder they are in the top 3 most important tactics mentioned by marketers in the 2024 Language of Effectiveness report by Marketing Week and Kantar.Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar unpacks both the strategic intent and phenomenal impact of brand collaborations with Oliver Gilding, Head of Innovation & Licensing at Iceland and Brett Hamer, Product Director for Myprotein at The Hut Group.Download Kantar's Brand Strategy Unpacked report here. Hosted on Acast. See acast.com/privacy for more information.

Jauneen Tarin, Head of Connected Shopper Practice at Kantar, and Nora Zukauskaite, Integrated Marketing Director for TikTok Shop UK, dive into the revolutionizing power of TikTok Shop in e-commerce. They discuss how live shopping is transforming consumer engagement and driving sales. The conversation highlights unique marketing strategies tailored for TikTok's platform, the challenges of connecting consumer interest to actual purchases, and the integration of digital and physical shopping for enhanced customer experiences.