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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/

Hosted on Acast. See acast.com/privacy for more information.

Kantar & Saïd Business School, Oxford University
Marketing Marketing et ventes Réussite personnelle Économie
Épisodes
  • How do you leverage AI for a full picture of creative effectiveness?
    Oct 15 2025

    In this edition of Future Proof, Jane Ostler, Chief Insights Officer at Kantar, sits down with Anastasia Leng, founder and CEO of Creative X, and Duncan Southgate, Global Creative and Media Lead at Kantar, to explore how artificial intelligence is reshaping the way brands measure and optimise creative content.


    Anastasia shares her journey from Google to launching Creative X, revealing how a personal challenge led to the creation of a platform now used by some of the world’s biggest brands. She discusses the new partnership between Kantar and Creative X, and how integrating AI-powered insights is helping marketers make smarter decisions about creative and media investment.


    Together, they unpack the rise of GenAI, the explosion of content, and the challenges brands face in maintaining creative consistency at scale. The conversation also delves into the creator economy, with fresh data on how influencer content is driving brand impact and why getting the basics right still matters.

    Tune in to hear why combining creative and media measurement is the next big step for marketers, and what the future holds for advertising effectiveness in an AI-driven world.

    Hosted on Acast. See acast.com/privacy for more information.

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    19 min
  • Reimagining Wellness: Creativity, AI and Trust in Health
    Oct 8 2025

    In this episode, Jane Ostler speaks with Claudia Calori, Vice President of Global Marketing for Personal Health at Philips, about the shifting paradigm of health and wellness. Claudia shares how health has evolved from being seen as a problem to becoming a space for discovery and self-care, especially among younger generations. She discusses how Philips is inspiring a higher standard of care through creativity rooted in innovation, and how sustainability is central to their marketing strategy.


    The conversation explores how consumer insights shape product development, and how AI is enhancing personalised self-care experiences. Claudia also reflects on the rapidly evolving future of health technology, the importance of meaningful innovation for brand growth, and how caring technology can help restore trust in the industry.

    Hosted on Acast. See acast.com/privacy for more information.

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    27 min
  • Meta: How AI is transforming advertising
    Oct 1 2025

    Advertising across the Meta portfolio is changing thanks to AI. In this edition of Future Proof, Jane Ostler, EVP, Global Solutions Marketing and Thought Leadership at Kantar, talks to Derya Matras, Vice President of EMEA Global Business Group at Meta, about how the company has been evolving its advertiser tools and how AI is giving advertisers greater control over the ways in which they can invest.

    Derya also shares the details of her career journey, from management consulting to leading Meta's operations across Europe, the Middle East and Africa, and explains why execution is everything in tech. Meta’s approach of ‘launch first, optimise later’ makes sense as the best pathway to perfection, she says.

    Hosted on Acast. See acast.com/privacy for more information.

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    26 min
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