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Future Proof

Future Proof

Von: 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/

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

Kantar & Saïd Business School, Oxford University Marketing & Vertrieb Ökonomie
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  • Could Context Replace Identity in Marketing?

    Could Context Replace Identity in Marketing?
    Jul 22 2026
    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.
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    21 Min.
  • How Does Streaming Video Drive Cultural Strategy for Brands?

    How Does Streaming Video Drive Cultural Strategy for Brands?
    Jul 1 2026

    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 hand over more control to truly connect with audiences.

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    16 Min.
  • Crossing the Rubicon: Can AI Make Brands Stronger Without Killing Creativity?

    Crossing the Rubicon: Can AI Make Brands Stronger Without Killing Creativity?
    Jun 25 2026

    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.
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    22 Min.
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