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Future Proof

Future Proof

Auteur(s): Kantar & Saïd Business School Oxford University
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À propos de cet audio

 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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Kantar & Saïd Business School, Oxford University Marketing Marketing et ventes Réussite personnelle Économie
Épisodes
  • How does Reckitt harness AI to drive transformation?

    How does Reckitt harness AI to drive transformation?
    Sep 10 2025
    In this episode, Jane Ostler interviews Bastien Paraiso, SVP of IT and Digital Marketing and Transformation at Reckitt. They discuss the transformative role of AI in marketing, the launch of Reckitt Catalyst, a program aimed at supporting entrepreneurs in health and hygiene, and the importance of creativity tied to purpose. Bastien shares insights on how Gen AI is being utilized to enhance marketing efficiency, the significance of data quality, and the future landscape of marketing where human touch remains vital despite advancements in AI.

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    15 min
  • From Rides to Reach: Mobility Media Unlocked

    From Rides to Reach: Mobility Media Unlocked
    Aug 5 2025

    Mobility media is turning everyday rides into powerful brand moments—blending digital precision with real-world presence to deliver contextual, location-aware ad experiences. While these new ad formats drive a lot of value for brands, there are still challenges in scaling mobility-based ad network, from responsible data use, and what it means to create seamless, omnichannel campaigns.

    In this episode of Kantar’s Future Proof Podcast, host Nicole Jones, Chief Media Commercial Officer at Kantar, sits down with Matt Trandall, Head of West at Lyft Media, to explore the fast-evolving world of mobility media. From pioneering streaming audio to redefining rideshare advertising, Matt shares his journey and Lyft’s transformation into a dynamic, data-driven media platform. Listen for a glimpse into what’s next for Lyft Media—from AI and smart cities to the future of autonomous advertising.

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    27 min
  • Signals of Impact: Rethinking Creative, Measurement, and Gen Z

    Signals of Impact: Rethinking Creative, Measurement, and Gen Z
    Jul 30 2025

    With almost 70% of global advertising dollars now being spent on digital channels, maximizing marketing impact in digital environments is critical – especially with Gen-Z's growing influence.


    According to Kantar normative data, creative quality is the single biggest driver of growth in brand impact, driving 49% of brand impact across ad campaigns. At the same time, research highlights a persistent gap in marketers’ confidence around how to create measurably effective campaigns. And adding to that marketer challenge, creative signaling is changing.


    In this special edition of Future Proof, Jeff Herrmann Kantar’s guest host and Global Client Director, is joined by guests, Crystal Worthem, Global Director of Audience Marketing, Meta and Sapphire Yi-Dyer, Vice President of Customer Ecosystem, CreativeX. Listen in to better understand how to create effective digital creative, the role of AI in driving creative quality, and the Gen-Z effect on creative signaling.

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    39 min
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