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Future Proof

Kantar & Saïd Business School, Oxford University

Future 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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20 episodes
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Avg 26 min
English

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Yesterday · 14 min
What is the Role of Unprompted Thought in the Era of AI?
In this Cannes special episode of Future Proof, Jane Ostler speaks with Kelly Ryan, Global Chief Brand Officer at Tata Consultancy Services (TCS), about building distinctive brands in the age of AI. Kelly explains how TCS is helping organisations navigate AI transformation, why marathons have become a powerful expression of the brand, and why trust, creativity and "the power of the unprompted thought" will be critical for achieving cut-through in an increasingly automated world. Hosted on Acast. See acast.com/privacy for more information.
October 21 · 28 min
Can Great Experiences Create Lasting Brand Growth?
In this Cannes Lions special episode of Future Proof, Rachelle Minnis sits down with Dan Reynolds, SVP of Global Marketing at Hilton, to explore how one of the world's most recognisable hospitality brands is building long-term brand growth in an increasingly competitive market. Whether it's rescuing travellers from disastrous bookings, empowering creators to tell authentic stories, or using AI to remove friction across the customer journey, this episode offers practical lessons for marketers looking to build brands that people actively choose and remember. Because in a world of endless choice, the brands that win are the ones that stay top of mind long before the purchase decision is made. Hosted on Acast. See acast.com/privacy for more information.
October 14 · 31 min
You Can't Build a Brand in Two Seconds. Or Can You?
For years, marketers believed brand building required long-form storytelling. But new evidence is challenging that assumption. Meta's Andy Childs and Konnie Fichtner join Jane Ostler to discuss why short-form video is proving effective for both brand growth and performance, how advertisers should rethink attention metrics, and why creator-first strategies are helping brands like Vaseline connect with new audiences. Plus, what AI and messaging platforms could mean for the next era of marketing. Hosted on Acast. See acast.com/privacy for more information.
September 30 · 52 min
Trust, AI and the Future of Media: Why Credibility Matters More Than Ever
In this special Cannes edition of Future Proof, Nicole Jones is joined by Phillipa Leighton-Jones, SVP, Global Head of Studio & Creative and Chief Custom Anchor at The Wall Street Journal, to explore how AI is transforming the way people discover information, consume media and engage with brands. Drawing on new research from WSJ Intelligence, Phillipa shares insights into changing consumer behaviours, the growing role of AI-powered search, and why trust, credibility and quality journalism remain critical in a world increasingly shaped by machine-generated answers. Together, they discuss the evolving relationship between publishers, platforms and brands, and what marketers need to do to remain visible, relevant and trusted as the media landscape continues to change. Hosted on Acast. See acast.com/privacy for more information.
September 23 · 21 min
How Canva Is Reimagining Marketing for the AI Era
In this special Cannes edition of Future Proof, Duncan Southgate sits down with Rory Dolan, International CMO at Canva, to discuss how one of the world's most recognisable brands is navigating an AI-driven future. From democratising creativity to building a globally consistent yet locally relevant brand, Rory shares how Canva is embedding AI across its platform while keeping people at the centre of the creative process. Together, they explore what marketing effectiveness looks like in an era of algorithmic discovery, changing media consumption and increasing pressure for short-term results, and why strong creativity, meaningful measurement and a long-term brand-building mindset matter more than ever. Hosted on Acast. See acast.com/privacy for more information.
September 16 · 29 min
Are Brands Measuring Project Success the Right Way?
In this Cannes special episode of Future Proof, Jeff Herman, EVP of Tech & Telco at Kantar, is joined by Menaka Gopinath, Chief Marketing Officer at the Project Management Institute (PMI), to explore what success looks like in an era of constant transformation. Drawing on PMI's latest research, they discuss why delivering value matters more than simply being on time and on budget, how organisations can bridge the gap between strategy and execution, and why uniquely human skills such as curiosity, empathy and critical thinking are becoming even more important in an AI-driven world Hosted on Acast. See acast.com/privacy for more information.
September 9 · 25 min
You Win or You Learn: How Carlsberg Is Innovating in the Age of AI
In this Cannes special episode of Future Proof, Dr. Nicki Morley is joined by Marcella Wiwe, VP Marketing Denmark at Carlsberg Group, to explore how AI is changing the way brands innovate. From accelerating innovation cycles from months to days to identifying growth opportunities through consumer insight and real-world testing, Marcella shares how her team is using AI, experimentation and category understanding to bring new ideas to market. Together, they discuss the "you win or you learn" mindset, building innovation from strong brand foundations, and why human judgement remains essential in an AI-driven world. Hosted on Acast. See acast.com/privacy for more information.
September 2 · 21 min
What Can Marketers Learn from TikTok's Growth Engine?
In this Cannes special episode of Future Proof, Jane Ostler speaks with Dina Liu, Global Head of Brand Product Marketing at TikTok, about how AI is reshaping brand discovery and growth. From creator-led marketing and AI-powered content recommendations to the challenge of building salience in a fragmented media landscape, Dina shares how TikTok is helping brands stay relevant in an increasingly automated world. Hosted on Acast. See acast.com/privacy for more information.
August 26 · 29 min
Tentacles of Excellence: Why is Managing Customer Experience Even More Important for Brands Today?
In this Cannes special episode, Jane Ostler talks with Charlotte Snelgrove from Octopus Energy (winner of the Blueprint for Brand Growth Experience Award 2026) and Peter Aitken from Kantar about the connection between customer experience and brand growth. From building a culture of agility to staying close to customer needs in an increasingly AI-driven world, they share practical lessons for businesses looking to create meaningful and different experiences. Hosted on Acast. See acast.com/privacy for more information.
August 12 · 24 min
The Goodness of Milk: How Arla Foods use Intelligence to Spark Innovation and Find Growth
In this Cannes special episode of Future Proof, Dr Nicki Morley sits down with Michael Swaisland, Vice President of Consumer Intelligence and Marketing Transformation at Arla Foods, to discuss how curiosity, consumer understanding and AI can work together to drive innovation. They explore turning insights into action, identifying the right growth opportunities, and why human judgement remains essential in a world increasingly shaped by AI. Hosted on Acast. See acast.com/privacy for more information.
July 22 · 21 min
Could Context Replace Identity in Marketing?
In this Cannes special episode of the Future Proof podcast, Duncan Southgate sits down with Mike Villalobos of Seedtag to explore how context drives media effectiveness. Together, they discuss the move from cookie-based targeting to contextual understanding, why interest, intent and emotion are becoming critical marketing signals, and how advances in AI could help brands better understand culture, content and consumer behaviour without relying on personal data. Hosted on Acast. See acast.com/privacy for more information.
July 1 · 16 min
How Does Streaming Video Drive Cultural Strategy for Brands?
In this Cannes special episode, Jane Ostler sits down with John Campbell, SVP, Entertainment and Streaming Solutions for Disney Advertising, to explore how video is driving culture, not just consumption. From the success of Rivals and its brand integrations with Waitrose and Volkswagen, to immersive fan experiences around shows like The Bear, they unpack how streaming is creating new opportunities for brands to go beyond advertising and become part of the moment. This episode looks at how nostalgia, fandom and real-world activations are reshaping partnerships, and why brands are starting to hand over more control to truly connect with audiences. Hosted on Acast. See acast.com/privacy for more information.
June 25 · 21 min
Crossing the Rubicon: Can AI Make Brands Stronger Without Killing Creativity?
Marketing is crossing a new frontier, where data, AI and automation are transforming how brands grow. In this special Cannes Lions episode, Jane Ostler sits down with Mars Chief Brand Officer Rankin Carroll to discuss how brands can navigate this shift, from redefining agency partnerships to building new measurement models across paid, earned and shared channels. Together they explore how technology can enhance brand building, but originality, creativity and human insight remain irreplaceable. Hosted on Acast. See acast.com/privacy for more information.
June 24 · 11 min
What is the Evolving Role of Video and Trusted Creator Voices?
As brands compete for attention, creators are building something more powerful: trusted communities. In this Cannes Lions special, Jane Ostler is joined by Anne Marie Nelson-Bogle from Google to explain why YouTube creators are reshaping how brands connect with audiences. From the role of trust in driving purchase decisions to the impact of pairing creator and brand content, this episode explores how video and creators are redefining the marketing funnel. Hosted on Acast. See acast.com/privacy for more information.
May 21 · 26 min
Kantar BrandZ 2026: A conversation with Mark Weinstein, Chief Marketing Officer, Hilton
As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.
May 21 · 24 min
Kantar BrandZ 2026: A conversation with Jonathan Adashek, SVP, Marketing and Communications, IBM
As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.
May 21 · 26 min
Kantar BrandZ 2026: A conversation with Drew Panayiotou, Chief Marketing Officer, Keurig Dr Pepper
As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.
May 21 · 35 min
Kantar BrandZ 2026: A conversation with Don McGuire, EVP and Chief Marketing Officer, Qualcomm Incorporated
As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.
May 21 · 34 min
Kantar BrandZ 2026: A conversation with Brett Hannath, Chief Marketing Officer, Intel
As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.
May 21 · 31 min
Kantar BrandZ 2026: A conversation with Asmita Dubey, Chief Digital and Marketing Officer, L'Oréal
As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

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