Future Proof

What happens when machines score the output of their fellow machines? Join our host, Jane Ostler, as she interviews Ecem Erdem, Global Manager for Creative at Kantar, about our latest research that explores the impact of involving generative AI in the creative process in advertising. Ecem shares insights into how Kantar's Link AI, a creative testing solution powered by AI, assesses the effectiveness of AI-generated ads. Discover the findings from testing ads, either partially or entirely created by GenAI, and their AI-predicted creative potential. Join the discussion on the future of generative AI in creative ad creation and how it's shaping the advertising landscape, as we attempt to answer the crucial question: could enhanced efficiency be coming at the cost of effectiveness?   Want to know more? Visit https://www.kantar.com/artificial-intelligence     Hosted on Acast. See acast.com/privacy for more information.

Baileys has been on an innovation journey, using Limited Time Offers and special flavours to put the Diageo brand back on track.  In this episode of Future Proof, Global Planning Director Sheila Cunningham explains how behaving like an adult treat rather than an old-fashioned liqueur has been critical to the revitalising the brand and attracting a younger, more diverse audience. Sheila talks to Nicki Morley, head of Behavioural Science and Innovation Expertise at Kantar, about how the brand has reinvented its rules, tested new flavours such as pumpkin spice and strawberries and cream and built new relationships with retailers. Together they discuss the Baileys journey, it’s new B Corp status and provide tips for other brands seeking to use innovation to drive reinvention and attract new buyers. Hosted on Acast. See acast.com/privacy for more information.

Using Facial coding with ad testing is how we measure emotional engagement people experience when watching ads. In this episode of Future Proof, Jane Ostler, EVP Global Thought Leadership at Kantar talks to Graham Page, Managing Director of Media Analytics at Affectiva, and Deepak Varma, Head of Neuroscience Insights at Kantar North America, explain how our expressions can reveal our emotional response to advertising and why these emotions are such a powerful predictor of successful ads.  They discuss potential applications of the technology as part of a pre-testing programme, including how it can optimize the ad or create cut downs that will make ads more likely to go viral, more likely to be remembered and more likely to build short and long-term associations for a brand.  Hosted on Acast. See acast.com/privacy for more information.

Today’s successful businesses need teams that are constantly coming up with ideas, good and bad, because great ideas fuel growth. In this episode of Future Proof, Jane Ostler EVP, Global Thought Leadership at Kantar, talks to Albert Read, Managing Director at Condé Nast Britain, and author of newly-published book The Imagination Muscle, about how we need to manage our lives and our environments in order to stay fresh and keep coming up with ideas. Read argues that companies should expect employees to have ideas - even encourage the bad ones - and ditch the need for managers to be always right. He also thinks that the power of the imagination will be even more important in the age of AI. While pessimists argue that AI creates a world where adequate is good enough, he says the optimists will succeed by taking advantage of the opportunity of AI and use it to ask the right questions. Listen to the full episode here and for the chance to win one of five copies of The Imagination Muscle, please rate Future Proof podcast in your audio app. The first five people who upload a screenshot of their rating will receive a signed copy of the book. Upload your screenshot here: https://kantar-insights.typeform.com/to/ILKW2TpE Hosted on Acast. See acast.com/privacy for more information.

How do you use emotions effectively in advertising? In this episode, we dive into the power of humour in advertising with a special focus on the cinema industry. Jane Ostler, Global EVP Thought Leadership at Kantar, sits down with Angel Villanueva, CMO of Cinépolis, to discuss their Kantar Creative Effectiveness Awards-winning ad that used humour to invite people back to the cinema after the COVID-19 pandemic. They explore the insights and strategy behind this successful campaign and talk about the cinema experience, and how cinema is evolving. Jane and Angel also delve into the cinema theaters as a channel and how it's evolving with programmatic advertising and discuss about the latest innovations in cinema theaters to make the cinema experience unique. Tune in now. Hosted on Acast. See acast.com/privacy for more information.

Learn how PepsiCo innovates in the food and drink sector, finding new tensions and focusing on strategic innovations. They discuss examples like low sodium and high protein snacks, and the Flaming Hot platform. The podcast explores the importance of cultural relevance and understanding drivers of growth. It also touches on personal passion for innovation, sustainable innovation, and balancing brand equity in a crowded market.

In the latest episode of Kantar’s Future Proof podcast, Dr. Nicki Morley, Head of Behavioural Science and Innovation Expertise at Kantar UK, sits down with Barbara Schandl, Head of Insight at Mondelez Snack Futures Ventures, to delve into the dynamic world of venture initiatives. As two self-proclaimed 'Curiosity champions', they dive into the benefits of these programs and what valuable insights Barbara has brought back to Mondelez's core business.   Barbara also shares her top tips for successful innovation based on her Ventures journey. Plus, they explore the power of test and learn processes, one of the fundamental concepts introduced in Kantar's latest Innovator's Advantage guide. Tune in to this engaging conversation to discover how a curious mindset can drive innovation and growth. Hosted on Acast. See acast.com/privacy for more information.

Join Dr. Nicki Morley as she sits down with Shafik Saba, Global Lead for Front-End Innovation at Haleon, to discuss the power of innovation in driving growth. Shafik shares his philosophy on innovation through design thinking, brand centricity, and building from strong foundations.  Discover the key to sustainable growth through innovation isn’t all about ideation and learn why loving your job, investing in people and having a clear brief are the first things you must do unlock new thinking. Hosted on Acast. See acast.com/privacy for more information.

2023 will be challenging as marketers navigate tough economic conditions, but it also presents a world of new opportunities. In this episode of Future Proof podcast, Jane Ostler, EVP Global Thought Leadership at Kantar, talks to Mastercard’s Chief Marketing and Communications Officer Raja Rajamannar about what he’s most excited about in 2023, including his view and prospects for Augmented Reality, Artificial Intelligence, Virtual Reality and Web3, as well as the importance of innovation in creativity. Hosted on Acast. See acast.com/privacy for more information.

What does 2023 hold for media adspend? Jane Ostler talks to GroupM’s new guru of market prediction, Kate Scott-Dawkins, to get her views on where the global ad market is going. Together they explore the reality of what a soft-landing for the global economy will mean for overall ad spend as well as individual channels.   Kate explains that while digital may appear to be to be struggling, it is in fact simply decelerating after unprecedented growth during the pandemic and remains one of the fastest-growing channels. More concerning for many brands is the challenge of delivering reach in 2023, which is becoming trickier as linear TV continues to decline in most markets.   Finally, Jane and Kate discuss whether spend on new opportunities such as retail media, user generated content and influencers, gaming and the metaverse is going to scale rapidly. Hosted on Acast. See acast.com/privacy for more information.