Future Proof

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.

Jane Ostler talks to Kantar’s Adele Joliffe about the first Growth Accelerator in the Blueprint for Brand Growth. Brands need to Predispose More People to increase the probability of purchase, and this can be measured through Demand Power and Pricing Power. Adele highlights the importance of predisposition in both acquiring new customers and retaining existing ones, emphasising that it is not a guarantee of loyalty but rather a spectrum, where the goal is to strengthen and scale predisposition among as many individuals as possible.Examples from various sectors, including grocery retail and streaming video, show successful strategies in building predisposition, such as M&S Food's seasonal advertising and Netflix's low churn rate due to high equity. The conversation also covers the role of media, creative content, and experiences in amplifying a brand's meaningful difference, with digital ads evoking stronger emotions being particularly effective. Overall, predisposition is presented as a multifaceted concept that, when leveraged effectively, can significantly enhance a brand's market position.To find out more, visit kantar.com/blueprint Hosted on Acast. See acast.com/privacy for more information.

In our first of four special Future Proof podcast episodes about the Blueprint for Brand Growth, which aims to help CMOs and marketers drive value, especially in challenging economic times. Host Jane Ostler talks to Kantar’s Graham Staplehurst about the Blueprint’s Growth Driver, Be Meaningfully Different to More People. This episode highlights the importance of growing revenue, margin, and brand value. Strong brands are shown to outperform the stock market and are more resilient to economic shocks. Graham talks about the key to growth being meaningfully different to more people by creating rich, meaningful associations in consumers’ minds and differentiating from competitors. This difference can be functional or emotional, offering something unique that competitors can’t, which helps in commanding higher prices and driving margin growth. Measuring meaningfulness, difference, and salience over time is crucial for guiding strategy, checking execution, and signalling brand value to investors. Advertising and marketing are investments that add to the asset value of a business.To find out more, visit kantar.com/blueprint Hosted on Acast. See acast.com/privacy for more information.

Join J. Walker Smith, Global Knowledge Lead at Kantar, and Mark Visser, the Global Head of Consulting at Kantar, as they dive into the future of AI in marketing. They discuss how AI can transform marketing through efficiency and strategy, sparking a generational divide in perspectives. The conversation shifts to the evolving roles of Insight teams, focusing on long-term planning amid rapid AI advancements. With a strong emphasis on quality data and innovation, they reveal how to navigate challenges while seizing new opportunities in an AI-driven landscape.

Dr. Helen Edwards discusses how marginalized behaviors can spark mainstream trends in marketing. They explore concepts like Wicca for innovation and the importance of demand-driven innovation. The podcast also looks at future trends like the quantified self and Living Off the Sea, highlighting the transition of niche trends to broader acceptance.

Mark Read, CEO of WPP, discusses challenges for CMOs like media fragmentation and global branding. He emphasizes AI's role in enhancing creativity and marketing strategies. The importance of 'fewer, bigger, better' initiatives for growth and brand consistency is highlighted. The discussion explores using AI for brand differentiation and the future of media and creative integration in marketing.

Marcel Marcondes, Global CMO at AB InBev, discusses the importance of brand in driving growth. AB InBev's success with brands like Budweiser and Corona in the top 10 most valuable global beer brands. They focus on building iconic brands with global consistency and local relevance. Explore how Corona became the most valuable beer brand by combining functional and emotional elements. Learn about AB InBev's strategies for identifying new spaces for brand growth through consumer insights and their partnership with the International Olympic Committee in the non-alcoholic beer market.