Future Proof

KFC’s Origins was one of the big winners at the recent Kantar Creative Effectiveness Awards and in this episode of Future Proof KFC France CMO Pierre Cailleau explains how the brand delivered an iconic story. He tells Kantar EVP, Global Thought Leadership Jane Ostler how staying true to the brand promise of crispness is so vital in a highly competitive market, outlining how Origins combined Colonel Sanders with a message that would resonate in today’s market. Central to the brand’s ongoing marketing is the need to promote KFC’s unique crispy promise and finding ways to amplify and magnify it via communications. Cailleau explains why KFC has focused on brand not value and promotion in order to boost consideration.Explore Kantar Creative Efectiveness Awards 2023 winners Hosted on Acast. See acast.com/privacy for more information.

Dr. Nicki Morley talks with Dan Bennett, Lead of UK Behavioural Science Practice at Ogilvy, about using behavioral science to unlock creativity. Topics include airport security, misconceptions about single nudges, and testing persuasion strategies in marketing.

How has TikTok become such an essential platform for brands? Jorge Ruiz, Global Head of Marketing Science at Tik Tok, explains to Kantar’s Jane Ostler how the platform is working to ensure that it meets the need of both brand and performance marketers as well as securing its place within the media mix.Jorge explains the power of made-for-TikTok creative, the platform’s partnerships with OOH partners, its innovation culture and the insights it provides so to ensure advertisers can use TikTok in the most effective way. Hosted on Acast. See acast.com/privacy for more information.

Discover how creativity is a business superpower, as evidenced by the findings of Creativity is Business. This unique French research programme backed by the national advertiser association and Le Figaro, has been testing award-winning campaigns since 2021 and finding out how they compare to Kantar’s key performance benchmarks. Jane Ostler, Kantar’s EVP, Global Thought Leadership, talks to Cécile Lejeune, CEO of VMLY&R France, and Anne-Lise Toursel, Head of Brand, Media and Creative at Kantar France, to hear how the evidence of super-power performance from more than 70 campaigns has been presented to agency creative directors and clients. Hosted on Acast. See acast.com/privacy for more information.

What if innovation's true essence lies in shattering conventions? In this captivating episode, Dr. Nicki Morley, Head of Behavioural Science and Innovation Expertise at Kantar UK, engages in a thought-provoking dialogue with Felix Frowein, Senior Vice President of Global Consumer Fragrances at DSM Firmenich. Together, they plunge into the dynamic world of fragrance creation, driven by a shared belief: the best innovations stem from rule-breaking.Discover the fascinating merger between DSM and Firmenich, two industry giants united to revolutionize product development. This alliance has not only propelled fragrance creation but also ushered in a paradigm shift in early-stage holistic thinking, poised to revolutionize our sensory experiences.This conversation challenges conventions, urging innovators to embrace rule-breaking as a path to redefine products. Tune in now! Hosted on Acast. See acast.com/privacy for more information.

In this episode of Future Proof Dr Nicki Morley from Kantar talks to Charlotte Langley, the Chief Customer Officer of Bloom & Wild, a leading Direct-to-Consumer (D2C) company that has been revolutionising the way we experience and share flowers and gifts, joins us.Delve into the fascinating world of Bloom & Wild's success story, guided by their unwavering commitment to innovation.Charlotte takes us behind the scenes, revealing her pivotal role in shaping Bloom & Wild's customer-centric approach. She shares insights into the company's innovative strategies, how they've adapted to changing customer behaviours, and their relentless pursuit of new opportunities and moments that matter to their customers.Discover what Bloom & Wild has learned on their journey, the challenges they've encountered, and the secrets behind their remarkable success. If you're curious about the future of D2C and the role of innovation in staying ahead in the market, this episode is a must-listen. Hosted on Acast. See acast.com/privacy for more information.

Ted Prince, Chief Product Officer, and Ashok Kalidas, Head of Data Science and Innovation at Kantar, discuss the game-changing impact of AI in marketing. They delve into how AI enables faster insights delivery, real-time ad hoc queries, automatic data summarization, predicting better, and separating signal from noise in brand trackers. Exciting developments in AI and the future of market research are also explored.

Alfonso Calatrava, EMEA Third Party Measurement Lead at Facebook, Meta, joins Kantar’s Kerry Corke to talk about the role of digital advertising in building the buyer base. Hosted on Acast. See acast.com/privacy for more information.

As part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Ravi Santhanam, CMO, Head - Corporate Communications, Head - Liability Products & Managed Programs at HDFC Bank. HDFC Bank first entered the Global Top 100 in 2015, and this year rose five spots to reach number 56. Hear more about how India’s leading bank has accelerated its progress in digital, sustainability and more. Discover extensive analysis on the most valuable global brands in the Kantar BrandZ global report. Hosted on Acast. See acast.com/privacy for more information.

Rory Sutherland, Vice Chairman at Ogilvy, discusses the opportunities and issues surrounding behavioural science, including the importance of commercial innovation, addressing anti-social behavior, the power of behavioural science thinking, and brand partnerships in reducing costs and increasing advertising efforts.