Episode notes
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…
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Future Proof
Kantar & Saïd Business School, Oxford University · Business · English
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
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1 Apr 2026 · 30 min
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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…
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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…
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4 Mar 2026 · 28 min
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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,…
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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.
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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…
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14 Jan 2026 · 37 min
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7 Jan 2026 · 24 min
Customer Experience in 2026: Balancing AI Innovation with Human Connection
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3 Dec 2025 · 39 min
How Gaming Is Up-Leveling Marketing: Lessons from Discord’s Community-Driven Approach
Gaming has evolved into a cultural powerhouse and a vital marketing platform, reshaping how brands connect with audiences worldwide. In this episode of Future Proof, host Rachelle Minnis welcomes Adam Bauer, VP of Sales at Discord, to unpack the real-world strategies and lessons behind successful community-driven marketing. Discover how Discord transformed from a gamer-centric chat app into a dynamic space for brand engagement, and learn what sets advertising on Discord apart from traditional social platforms. With gaming now mainstream and communities more engaged than ever, this…
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27 Nov 2025 · 21 min
Humanising innovation: customer-centric transformation at Zurich Insurance
Join Dr. Nicki Morley as she sits down with Conny Kalcher, Group Chief Customer Officer at Zurich Insurance, to explore how the company is redefining customer experience through innovation, digital transformation, and the thoughtful use of AI. Discover how empathy, clear communication, and a relentless focus on customer needs are driving their journey, from revitalising the brand and launching service innovations to empowering employees with new tools and training. Tune in for practical examples, lessons learned, and advice for responsibly embracing AI, while keeping the human touch at the…
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19 Nov 2025 · 31 min
The Power of In-Scene Media in Modern Advertising with Cory Treffiletti
In-scene media is not just another ad format but a complete shift in how advertising interacts with content. With in-scene media, marketers have the ability to integrate their product into creator content and consumers are loving it. The data shows a 60% increase in purchase intent after exposure to in-scene media. Why? In-scene media creates a non-disruptive, engaging experience for viewers and significantly outperforms traditional advertising methods. Backed by fresh research from Rembrand and Kantar, this episode uncovers eye-opening results—think dramatic lifts in brand awareness,…
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