Future Proof

As part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Stuart Spencer, Group Chief Marketing Officer, AIA. AIA rose four places this year in the Kantar BrandZ Global Top 100 ranking amid continued expansion into health insurance and health services. Hear more about how AIA approaches industry challenges, maintaining a solid relationship with consumers and drives a strong sustainability agenda. 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.

Stephan Czypionka, VP of Global Marketing Performance at Coca-Cola, shares his insights on brand-building in a competitive landscape. He emphasizes how effective marketing drives consumer loyalty and allows for premium pricing. The conversation dives into Coca-Cola's strategies for maintaining relevance through evolving brand narratives and innovative consumer engagement. Czypionka also discusses the company's adaptability amidst global challenges and highlights their commitment to sustainability initiatives, reinforcing the importance of social responsibility in branding.

As part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Martin Renaud, Exec VP, Global CMO and Sales Officer, Mondelēz following Cadbury’s entry into the Global Food & Beverage Top 20. Hear more about how Mondelēz has overcome the challenges of the past year, including inflation, and ensures its brand-building strategies are strengthening consumer connections across the world.   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.

As part of our report on the world’s most valuable brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Asmita Dubey, Chief Digital & Marketing Officer, L’Oréal, about key brand-building strategies that differentiate, protect value, and advance sustainability credentials.   Discover extensive analysis on the most valuable global brands in the Kantar BrandZ global report: www.kantar.com/campaigns/brandz/global Hosted on Acast. See acast.com/privacy for more information.

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.