Future Proof
160 episodes - English - Latest episode: 8 days ago - ★★★★ - 7 ratingsFuture Proof is the marketing podcast from Said Business School, Oxford University, and Kantar, the world’s leading marketing data and analytics company. In each episode, we’ll have a frank discussion with an expert, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way. Looking at big industry question through both a market research and an academic lens, we can help prepare marketers for the future (with proof). All episodes and more info at https://www.kantar.com/
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Episodes
The secrets behind winning products with Product of the Year
April 18, 2024 10:32 - 17 minutes - 23.7 MBIn this podcast we celebrate our partnership with Product Of The Year, speaking to Mike Nolan, CEO and Founder. We’ve been working closely over the last twenty years to identify the innovations that consumer really love. By looking at some of the top performers over the last 5 years, we can see how small changes can lead to substantial improvements and how innovating your products isn't about novelty, but more about making a meaningful impact. ⭐ Hosted on Acast. See acast.com/privacy for ...
Connected Innovation: How to innovate differently
April 04, 2024 12:47 - 16 minutes - 23.3 MBTune in to the inside story of our Connected Innovation report as Dr. Nicki Morley delves into the world of innovation with a panel of Kantar experts. Join them as they uncover the key to unlocking truly meaningfully different innovation through a connected approach. From describing their favourite innovations, the importance of great advertising and putting experience and learning at the heart of innovation strategies, you’ll be given top tips to build your connected innovation story along...
How viral humour boosted one of Nordics’ leading travel brands
March 20, 2024 09:00 - 28 minutes - 39.5 MBHumour has been a business-boosting solution for Denmark’s Spies, with a series of ads addressing such varied topics as the country’s low birth rate and the reluctance of pet owners to go on holiday. In this episode of Future Proof, Jane Ostler talks to the team behind these award-winning ads, Søren Christensen, Partner & Strategy Director at agency Robert/Boisen & Like-minded and Jan Vendelbo, Managing Director at Spies and Country Director for Nordic LeisureTravel Group. They explain...
Brand Strategy Unpacked: Cracking the Cadbury Code
February 27, 2024 13:16 - 28 minutes - 39.6 MBEffective and impactful strategy has been instrumental to Cadbury’s phenomenal commercial success - +22% value sales between 2017 and 2021. Lindsay Gorton-Lee from Kantar unpacks the genesis and activation of Cadbury’s transformation with Mariarita Mugnai, Global Director Insights & Analytics on Cadbury at Mondelez International and Clare Hutchinson, Chief Strategy Officer at VCCP London. Hosted on Acast. See acast.com/privacy for more information.
Content production in 2024 and beyond
February 22, 2024 08:36 - 28 minutes - 38.9 MBAs Kantar Media releases its annual Media Trends & Predictions 2024 report, forecasting the changes for broadcasters in 2024, Louise Ainsworth, CEO EMEA at Kantar Media, talks to Margo Swadley, Senior Vice President, Data & Insights at BBC Studios on the changes and trends set to shape the media landscape. Margo shares her perspectives on the changes and transformations that the industry is facing and how we can use data to navigate them. She explores the impact of the macroeconomic contex...
Crispy is the key to creative effectiveness at KFC
February 15, 2024 09:35 - 14 minutes - 20.5 MBKFC’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 o...
Behavioural science in practice: Unlocking the magic
January 31, 2024 09:33 - 19 minutes - 27.1 MBJoin Dr. Nicki Morley as she discusses with Dan Bennett, Lead of UK Behavioural Science Practice at Ogilvy, how to use behavioural science to unlock creativity. You will hear about practical examples including an interesting study on packing liquids at airports, cloud subscriptions, and how to use quick wins to increase others’ confidence in behaviour science. Hosted on Acast. See acast.com/privacy for more information.
Learning from TikTok’s growth story
January 17, 2024 10:08 - 16 minutes - 23.3 MBHow 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 TikTo...
How better creative boosts business
December 21, 2023 05:23 - 26 minutes - 36.2 MBDiscover 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 K...
Reimagining fragrances: Breaking the rules with Felix Frowein
November 30, 2023 23:30 - 29 minutes - 41.1 MBWhat 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 ...
Bloom & Wild’s Story of Gifting Innovation
November 15, 2023 00:00 - 24 minutes - 34.2 MBIn 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 a...
Revolutionising marketing with Kantar's AI-Powered insights
November 02, 2023 17:56 - 21 minutes - 29.5 MBCan AI pave the way for a new era in consumer understanding? In this episode, Jane Ostler sits down with Kantar experts, Ted Prince, Chief Product Officer, and Ashok Kalidas, Head of Data Science and Innovation, as they unravel the game-changing impact of AI in marketing. From expediting insights delivery to reimagining ROI measurement, Kantar's pioneering approach is poised to revolutionise how businesses connect with their consumers. Tune in to this episode for a captivating exploration o...
Future Proof: Does digital advertising earn its keep?
October 11, 2023 09:00 - 27 minutes - 37.4 MBAlfonso 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.
Insights from Brand Builder Series – A conversation with Ravi Santhanam, CMO, Head Corporate Communications, HDFC Bank
October 02, 2023 00:01 - 18 minutes - 25.1 MBAs 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...
39. How behavioural science can drive commercial innovation
September 27, 2023 10:29 - 24 minutes - 33.5 MBJoin Dr. Nicki Morley as she discusses with Rory Sutherland, Vice Chairman at Ogilvy, the opportunities and issues surrounding Behavioural Science. Rory shares his experience and provides inspiration around some of the success stories where behavioural science helps unlock commercial innovation. Hosted on Acast. See acast.com/privacy for more information.
Insights from Brand Builder Series – A conversation with Stuart Spencer, Group Chief Marketing Officer, AIA
September 25, 2023 00:01 - 17 minutes - 24.7 MBAs 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 mos...
Insights from brand builders series – A conversation with Stephan Czypionka, VP Global Marketing Performance, Coca-Cola
September 21, 2023 01:00 - 16 minutes - 23.4 MBAs part of our report on the world’s valuable global brands, Martin Guerrieria, Head of Kantar BrandZ speaks with Stephan Czypionka, VP Global Marketing Performance, Coca-Cola. This year, Coca-Cola re-entered the Global Top 10. Listen in to hear Stephan talk about the role of marketing and brand-building today, and how Coca-Cola is strengthening its brand both globally and locally. Discover extensive analysis on the most valuable global brands in the Kantar BrandZ global report. Hosted on A...
Insights from Brand Builder Series – A conversation with Martin Renaud, Exec VP, Global CMO and Sales Officer, Mondelēz
September 15, 2023 09:09 - 21 minutes - 29 MBAs 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 glo...
Insights from Brand Builders Series – A conversation with Asmita Dubey, Chief Digital & Marketing Officer, L’Oréal
August 29, 2023 07:19 - 15 minutes - 21.9 MBAs 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.
38. Machines scoring Machines: Exploring AI-Generated creative in advertising
August 03, 2023 07:57 - 14 minutes - 19.9 MBWhat 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 cre...
37. Reinventing Baileys for a new generation
July 12, 2023 10:31 - 23 minutes - 32.7 MBBaileys 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 br...
36. How does using facial coding in ad testing help create better ads?
May 31, 2023 08:02 - 34 minutes - 47.5 MBUsing 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. ...
35. Is your imagination fuelling growth?
May 15, 2023 09:34 - 25 minutes - 34.9 MBToday’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...
34. How Cinépolis used humour to bring audiences back to the cinema after COVID-19
April 28, 2023 07:16 - 19 minutes - 26.9 MBHow 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 ab...
33. How to innovate differently in a crowded market
April 05, 2023 09:28 - 21 minutes - 50.1 MBInnovation is tough in any market but in the food and drink sectors the competition is harsh and there is a lot to be learnt for all innovators about how brands innovate in this crowded marketplace. Koen Burghouts, VP Global Foods, explains how PepsiCo has taken steps to do things differently when it comes to innovation. Finding ways to identify new tensions, focusing more on more strategic innovations and how taking a broader definition of innovation helps enable this. Whether it’s gi...
32. How venture hubs drive innovation and benefit business?
March 22, 2023 10:20 - 22 minutes - 30.8 MBIn 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...
31. Future Proof: The power of innovation in driving brand growth.
March 09, 2023 08:00 - 27 minutes - 37.3 MBJoin 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 thinkin...
30. How can CMOs prepare for success in 2023?
March 02, 2023 09:08 - 22 minutes - 52.4 MB2023 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 c...
29. What does media look like in 2023?
February 22, 2023 09:51 - 21 minutes - 29.3 MBWhat 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 th...
28. Can being creative drive profitability?
February 07, 2023 09:55 - 22 minutes - 31.6 MBWe all know that great ads win awards but do they drive bottom line for the business that pays for them? In this episode of Future Proof, Jane Ostler talks to Amy Rodgers at WARC and Duncan Southgate from Kantar about new research into the complex relationship between creativity and profit. In particular, with many marketers being pushed to consider greater focus on performance marketing, she asks whether brand marketers can make an economic case for being bigger and bolder with their mess...
27. Why representation matters to brands
February 02, 2023 11:30 - 23 minutes - 10.6 MBJerry Daykin explains why inclusive marketing is, simply, better marketing. Jerry Daykin, Head of Global Media at Beam Suntory and WFA Diversity Ambassador, has recently written Inclusive Marketing, a practical guide to embedding true representation across the marketing process. In this episode, he talks to Valeria Piaggio, Global Head of DEI at Kantar, about how marketers need to think beyond their comfort zones and find different voices who can deliver competitive advantage and connect...
26. How should the worlds of culture, technology and policy interact?
January 18, 2023 09:19 - 20 minutes - 28 MBEd Vaizey has been part of the UK’s cultural leadership for more than a decade, as a UK Government Minister, a member of the House of Lords, a director at the Tate, and now with his own show on Times Radio. Today he talks to Jane Ostler, EVP of Thought Leadership at Kantar, about pandemic TV viewing, the future of radio and TV, and how data is used. In particular, he explains how cultural institutions such as the Tate can use technology, data and content to build communities of interest th...
25. How can brands better understand and improve the menopause experience?
December 15, 2022 12:33 - 28 minutes - 13 MBMenopause is an increasingly hot topic as brands, politicians, celebrities, and influencers are driving the conversation to the top of the agenda. We have invited Lesley Salem, Founder of Over The Bloody Moon, a leading menopause support provider, to frankly discuss about our research into symptoms, the menopause in the corporate space and how brands should look at the menopause with insights from our study Redefining the Menopause launched earlier this year. Lesley joins Jane Ostler to di...
24. Why does brand safety on Twitter matter to CMOs?
December 01, 2022 08:53 - 17 minutes - 24.4 MBWith prominent ad agencies advising their clients to pause advertising on Twitter, we talk with Nick Primola, Group EVP of the Association of National Advertisers, about brand risk, credibility and how advertisers perceive the recent decisions taken by Twitter’s new owner Elon Musk. In this new episode Jane Ostler, EVP of Global Thought Leadership at Kantar, asks Nick what the social media platform can do to win back CMOs' trust, what are the big issues concerning advertisers right now, a...
23. Did we mention attention?
November 18, 2022 07:49 - 28 minutes - 38.6 MBSander Bosch from Heineken explains the role of attention measurement in planning and evaluating communications effectiveness. There has been a rise in interest around attention in the last few years. Our latest Media Reactions study reveals the majority of marketers believe that attention influences both creative and media effectiveness. Will it soon become a media currency? In this episode of Future Proof, Sander Bosch, Global Head of Brand & Communication Insights at Heineken, joins Kantar...
22. How brands are improving ad performance
November 02, 2022 11:45 - 32 minutes - 44.2 MBAd pre-testing plays a central role in campaign effectiveness, making sure the ad creates an emotional connection, builds the brand, and meets sales objectives. But with media budgets shifting to digital, should brands simply rely on in-flight campaign optimisation to drive performance? In this episode, Duncan Southgate, Creative & Media Solutions Director at Kantar, talks with Robin Langford, Editor at Performance Marketing World and Leonie Gates-Sumner, Head of Creative, Kantar UK about ad ...
21. What is truth in marketing?
October 14, 2022 12:54 - 35 minutes - 16.2 MBWhat happens when marketing academics disagree? How do marketing academics look at brand theories and how does that resonate between marketing practitioners? In this episode, Jane Ostler, EVP of Global Thought Leadership at Kantar talks with Felipe Thomaz, associate professor of marketing at Saïd Business School, about trust, lies and evidence in marketing. Together with Graham Staplehurst, Thought Leadership director at Kantar BrandZ, they dig into the concepts of complexity, dynamism and di...
20. Aldi & McCann Manchester: The power of entertaining advertising to solve business challenges and propel growth.
August 11, 2022 09:27 - 30 minutes - 42.1 MBIn 2022 Aldi bounced back into the Global Top 100 Brands, having increased its value by 20% to $21bn. Aldi had the most effective UK Christmas ad last year and in is one of six brands to be nominated for Marketing Week’s UK brand of the year. Aldi is on the verge of taking over from Morrisons as the UK’s fourth biggest supermarket, it’s growth being far ahead of everyone else in a category that saw all but Tesco lose their share of wallet in the 12 weeks to July 10. Effective communications ...
19. Future Proof: Why does Mark Ritson urge brands to go beyond salience?
August 10, 2022 11:53 - 37 minutes - 17.1 MBStaying profitable is more important in inflationary times. We discuss how to achieve this with Marketing professor, Mark Ritson Since he was a junior professor, Mark Ritson had one goal: to break through the narrow readership circles of academia and be read by everyone in the marketing industry. A goal he’s doubtlessly surpassed having won multiple awards for his column in Marketing Week. With every piece he strikes a chord with marketers, makes them think, but equally, he polarises the i...
18. What will the future insights organisation look like?
April 25, 2022 08:00 - 29 minutes - 40.5 MBStephan Gans joins us to talk about Insights Transformation and how Consumer Insights can best organize to drive business value. Stephan Gans is the SVP, Chief Consumer Insights and Analytics Officer at PepsiCo, one of the world’s largest and best-known FMCG companies. He’s been in the business of understanding and predicting consumer behaviour for some time and leads the ongoing transformation of his function at PepsiCo. Stephan join’s Kantar’s Mark Visser and Professor Andrew Stephen to dis...
17. How can brands get sustainability in advertising right?
March 25, 2022 14:16 - 27 minutes - 37.1 MBGraham Page is a Global Managing Director at Affectiva and leads Affectiva’s Media Analytics business, which is focused on the application of Emotion AI technology to content, media testing, and customer experiences. Together with Kantar’s Vera Sidlova, Global Director, Creative at Kantar - join Jane Ostler to discuss the issues with sustainability in advertising and why brands often get it wrong. What is the context of sustainability advertising today? What do people expect from brands in th...
16. Can we make the media industry more inclusive?
March 07, 2022 15:08 - 33 minutes - 45.5 MBBelinda J Smith is CEO of Americas at m/SIX, as well as the Global Diversity Ambassador for the World Federation of Advertisers (WFA). Belinda is also a diversity activist and has led media and advertising in various organisations throughout her career. She joins Valeria Piaggio to discuss the issue of diversity and inclusion in the advertising industry, following the publication of the first Global DEI Census from the WFA. Why was a survey like this needed, and why does it matter? What are ...
15. Was advertising better in the past?
December 13, 2021 12:59 - 26 minutes - 36 MBPatrick Collister is non-exec Creative Director at Ad-Lib, and Editor of Directory Magazine. He is also one of the few people to have had serious Creative Director roles in adland (Ogilvy) as well as in digital organisations (Google). So what has changed over the course of his career? Why do people keep harking back to the good old days – and what has happened to the funny ad? Jane and Patrick talk about the importance of format, the definition of advertising ‘craft’, the emergence of new pla...
14. What can we learn from Shell’s purpose journey?
October 18, 2021 01:00 - 20 minutes - 28.7 MBShell’s purpose is to "power progress together with more and cleaner energy solutions." But how did that come about? What were the challenges for global VP of the Shell brand, Dean Aragón? How is the purpose embedded in the organisation? Dean shares his advice for establishing a purpose that doesn’t just become a side project, and how you can ensure success through people, partnerships and the personal touch. Learn how UN Sustainable Development Goals feed into the purpose and strategy at Sh...
13. Why is Mercado Libre such a good place to advertise?
October 04, 2021 01:30 - 23 minutes - 32.5 MBIn Kantar’s recent Media Reactions study, it was revealed that ecommerce giant Mercado Libre is one of the most effective places to advertise in Latin America: it was seen as delivering the most ‘relevant and useful’ ads of all media brands in Argentina, Brazil and Colombia. What is the marketplace doing to help advertisers, and still satisfy consumers? Juan tells Jane Ostler and Alex Connock about smart targeting, the Direct Integration with Kantar for more effective measurement, the resu...
12. How does Walmart connect digital and physical retail experiences?
September 06, 2021 03:00 - 19 minutes - 26.7 MBIn this episode, we discuss the evolving world of advertising technology and digital retail with Alexis (Lex) Josephs, Vice President of Sales, Ad Tech Partnerships and Ad Operations at Walmart Connect. How does Walmart’s advertising business use the insights from their 150m weekly shoppers to deliver targeted advertising at scale? Lex discusses how the pandemic has changed the retail experience (and accelerated digital trends), and what the future holds: Why is a clear data strategy impor...
11. Why should advertisers embrace in-content advertising?
August 23, 2021 07:55 - 24 minutes - 33 MBWe speak to Tim Jones, Global Head of Research and Insights at Mirriad, an advertising platform that allows brands to seamlessly integrate with content. Tim tells Kantar’s Duncan Southgate about the current challenges for advertisers, including changing consumer viewing habits and limited reach via linear TV advertising, as well as targeting and measurement. He explains how the placement of product or signage within the right content can deliver strong results, in terms of brand and sales u...
10. How do you launch a sustainable brand?
July 05, 2021 01:00 - 16 minutes - 23.1 MBIt’s not easy to get a totally new product on supermarket shelves, but Nimble Cleaning Products – founded by Von Sy in 2015 – has managed to find its way into several major UK retailers, and retain its environmentally-friendly credentials. Von tells Dr Nicki Morley about the inspiration behind a cleaning product for baby bottles, the startup journey so far, the impact of COVID-19, and his 7-second investor pitch. He also discusses the importance of being sustainable for a reason, and findi...
9. How can sponsored entertainment support brand purpose?
June 14, 2021 01:00 - 23 minutes - 32.6 MBAs the popularity of adverts and “branded content” declines, and more people use commercial-free streaming services, there is a real opportunity for brands to get in front of audiences with “sponsored entertainment”, says Rupert Maconick, Founder and Executive Producer of Saville Productions in LA. He spoke to Jane Ostler about how brands can get excellent returns from a feature-length documentary (or “doc”), the process of creating one (and getting it in front of people), and how this approa...
8. How will African brands thrive?
June 02, 2021 09:43 - 18 minutes - 25.6 MBYou can’t sum up a continent the size of Africa in three words, says Thebe Ikalafeng, founder and chairman of Brand Africa. But vibrancy, entrepreneurship and resilience do spring to mind, and help characterise and connect this group of dynamic countries. Thebe tells Jane how Brand Africa was launched to inspire a ‘renaissance’ of African brands, and change the narrative around the continent, through the vehicle of brands. In their goal to inspire ‘Made in Africa’ brands, what are the chal...