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Future Proof

Future Proof

Auteur(s): Kantar & Saïd Business School Oxford University
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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
  • You Win or You Learn: How Carlsberg Is Innovating in the Age of AI

    You Win or You Learn: How Carlsberg Is Innovating in the Age of AI
    Sep 9 2026
    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.

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    25 min
  • What Can Marketers Learn from TikTok's Growth Engine?

    What Can Marketers Learn from TikTok's Growth Engine?
    Sep 2 2026
    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.

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    22 min
  • Tentacles of Excellence: Why is Managing Customer Experience Even More Important for Brands Today?

    Tentacles of Excellence: Why is Managing Customer Experience Even More Important for Brands Today?
    Aug 26 2026
    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.

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    30 min
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