Podcast · Business

Future Proof

by Kantar & Saïd Business School, Oxford University · English · Business

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… a

New episodes: Weekly
Typical length: 26 min
Latest: 30 Sep 2026
Language: English

Latest episode

30 Sep 2026 · 53 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…

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Earlier episodes 29 most recent

23 Sep 2026 · 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,…
16 Sep 2026 · 30 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…
9 Sep 2026 · 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…
2 Sep 2026 · 22 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.
26 Aug 2026 · 30 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.
12 Aug 2026 · 25 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.
22 Jul 2026 · 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.
1 Jul 2026 · 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…
25 Jun 2026 · 22 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.
24 Jun 2026 · 12 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.
21 May 2026 · 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.
21 May 2026 · 35 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.
21 May 2026 · 36 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.
21 May 2026 · 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.
21 May 2026 · 25 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.
21 May 2026 · 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.
21 May 2026 · 25 min
Kantar BrandZ 2026: A conversation with Michael Manske, Chief Brand, Marketing and Communications Officer, Polestar
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.
21 May 2026 · 29 min
Kantar BrandZ 2026: A conversation with Esi Eggleston Bracey, Marketing Leader
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.
20 May 2026 · 33 min
Destination Effectiveness: How Virgin Atlantic Set a Clear Course for Growth
In this episode of Future Proof, Lynne Deason sits down with Annabelle Cordelli to unpack the transformation of Virgin Atlantic - from defining a clear global brand platform, to navigating the existential shock of the pandemic, and emerging with bold, culture-shaping work. This is a story about the power of clarity, conviction and partnership. Together, they explore how a brand reconnects with people in moments that matter, and why effectiveness frameworks, customer intelligence and creative bravery have been critical to driving growth. Along the way, Annabelle shares the thinking behind I…
13 May 2026 · 32 min
What Happens to Your Brand when LLMs Become the Gatekeeper?
Is AI reinforcing or diluting your brand? Which brands do LLMs choose to surface and why? LLMs are actively shaping how brands are discovered, compared and chosen. They are becoming the new gatekeepers of growth. In this expert roundtable, Kantar leaders, from across disciplines and markets, discuss how LLMs are reshaping brand discovery. You'll leave with clarity on: 1. New opportunities for growth in the AI era 2. Practical guidance to support confident, informed next steps for your brand 3. Data-led perspectives to shape what to focus on Win the LLMs' choice using signal intelligence…
29 Apr 2026 · 20 min
How Do You Future Proof a 180 Year Old Luxury Brand?
How do you keep a 180‑year‑old brand relevant for the next generation of consumers? In this episode of Future Proof, Jane Ostler is joined by Kristy Keyte, CMO of Penfolds, to explore what it really takes to grow a heritage brand in an increasingly volatile world. From reframing Penfolds as a luxury brand rather than a wine brand, to sharpening brand codes, driving difference, and building salience at the point of choice, Kristy shares how a more rigorous approach to brand strategy is shaping decision‑making across the business. The conversation also digs into pricing power as a critical…
1 Apr 2026 · 30 min
Designing For Success: Behavioural Fuels, Frictions and Innovation That Sticks
Great innovation isn’t just about what you build - it’s about how consumers experience, interpret and adopt it. In this episode of Future Proof podcast , Dr Nicki Morley, Global Innovation Lead at Kantar, is joined by Richard Shotton, author of ‘ Hacking the Human Mind’, to explore how behavioural fuels and frictions shape innovation success, from identifying opportunities early to driving real adoption. Through evidence-backed insights and real examples, they unpack why consumers don’t always act on good ideas, and how innovators can design with human behaviour in mind. Hosted on Acast. See…
23 Mar 2026 · 43 min
Beyond LLMs: where AI, Culture and Humans Redefine Innovation
In this Future Proof episode, Dr Nicki Morley, Global Innovation Lead at Kantar and Dr Angad Chowdhry, Co-Founder & CPO at Quilt.AI, unpack why genuine innovation demands more than fast outputs from LLMs. They explore how cultural sensing, behavioural fuels and frictions, and multisource signal intelligence reveal the collision zones where breakthrough opportunities emerge, and why human judgment is still essential to shaping concepts that are meaningfully differentiated and commercially real. They also share how the Kantar × Quilt.AI partnership brings these capabilities together, closing…
4 Mar 2026 · 28 min
Crafting Early Advantage: Human Insights + AI as Engines of Innovation
In this episode, Nicki Morley, Global Innovation Lead at Kantar, and Little Moons’ Ross Farquhar discuss how Little Moons turns early-stage ideas into high-impact innovation by designing for occasions, not categories, and acting fast in the market to learn and iterate. Ross Farquhar shares how strong brand guardrails make innovation purposeful while the team experiments, tests, and scales new concepts at speed. He also unpacks how AI accelerates trend discovery and early exploration, with human judgment shaping what truly becomes a breakthrough. A sharp look at modern innovation discipline,…
25 Feb 2026 · 21 min
Shopping and Sipping: The Future of Beverage Shopper Marketing
In this episode of Kantar's Future Proof podcast, Jane Ostler speaks with Sian Davies, Global Consumer Planning Lead, Ready to Drink at Diageo, and Jauneen Tarin, Head of Shopper UK at Kantar, to discuss the evolving landscape of shopper marketing. From the evolution of shopper behaviour and the impact of digital channels to the critical role of leadership and culture, this episode is packed with practical examples and forward-looking perspectives on winning in the fast-changing world of ready-to-drink beverages. Hosted on Acast. See acast.com/privacy for more information.
4 Feb 2026 · 17 min
Booking the Feeling: Emotion, Brand & the Connected Trip at Booking.com
Travel is emotional, but booking a trip often isn’t. As expectations rise, Booking.com is working to bring emotion to moments that usually feels purely functional. Convenience isn’t the only game in town. In this episode, Jane Ostler talks with Ben Harrel, Managing Director, US at Booking.com. They discuss how the brand blends performance and long‑term storytelling to spark that Booking.yeah feeling, how creators help the brand speak authentically to different travellers, and how Gen AI is enabling more tailored and relevant communication at scale. Ben also shares a practical vision for the…
22 Jan 2026 · 35 min
Shaping Marketing Effectiveness in 2026 with Google
In this episode of Kantar’s Future Proof podcast, Simon Atherley, Head of Marketing Effectiveness at Kantar UK, is joined by Biren Kalaria, Google UK’s Managing Director of Measurement, Analytics & Data, to unpack how marketers can better connect marketing effectiveness to business growth as we head into 2026. Biren shares his perspective on the persistent gap between marketers and the C-suite, the importance of unified KPIs, and why long-term effects remain under-measured. Tune in for practical guidance on bridging internal divides, strengthening measurement foundations, and using AI and…
14 Jan 2026 · 37 min
How AI and Neuroscience Are Changing Marketing
What does it take to create advertising that truly stands out? In this episode of Kantar Future Proof, Deepak Varma, Head of Neuroscience Insights at Kantar North America, is joined by Allison Howitt, Global Insights and Analytics Director – Nutrition at Reckitt, to explore how marketers can unlock creative best practices by combining AI analytics, neuroscience, and distinctive brand assets. Allison shares her perspective on the evolving role of creative effectiveness, revealing how Reckitt leverages a hybrid approach, blending human insight, AI-driven meta-analysis, and neuroscience…
7 Jan 2026 · 24 min
Customer Experience in 2026: Balancing AI Innovation with Human Connection
In the age of AI, trust and human connection are the new foundations of customer experience. The rules are changing: technology is reshaping how brands interact with consumers, but it is human connection, trust, and transparency that will define the winners. In this episode, Jane Ostler talks with Isabelle Zdatny and Amy Cashman . They discuss how organisations must move beyond captive audiences and transactional relationships, earning loyalty through responsible practices and meaningfully different experiences. In an era where everything can be commoditised except the human touch, brands…

About Future Proof

Future Proof is a English business podcast from Kantar & Saïd Business School, Oxford University. Melo plays each episode straight from the publisher's own feed — no ads added, no account needed — and remembers where you stopped, in this browser only.

Publisher: Kantar & Saïd Business School, Oxford University
Language: English
Category: Business
New episodes: Weekly
Typical length: 26 min
Latest episode: 30 Sep 2026
Feed: RSS — paste into any podcast app
Apple Podcasts: podcasts.apple.com/podcast/id1414861911
Rights: Kantar & Saïd Business School, Oxford University

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