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Future Proof

Future Proof

By: Kantar & Saïd Business School Oxford University
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About this listen

 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 Economics Marketing Marketing & Sales
Episodes
  • Innovating with creative consistency: Diageo’s design discipline for lasting brand impact

    Innovating with creative consistency: Diageo’s design discipline for lasting brand impact
    Jul 23 2025

    What does it take to build a brand that stays fresh without losing its identity?


    In this episode, Dr Nicki Morley, Global Innovation Lead at Kantar is joined by Jeremy Lindley, Global Design Director at Diageo to explore how Diageo balances consistency and flexibility to create iconic, recognisable brand experiences across every touchpoint, from packaging to pubs. They unpack the discipline behind creative consistency, the bravery to stay the course, and how design drives both distinctiveness and business growth.

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    26 mins
  • Why being Daring with Dairy matters to Arla

    Why being Daring with Dairy matters to Arla
    Jul 16 2025
    In this episode, Natalie Botha, Global Creative and Comms Lead at Arla, talks about her role in supporting marketers to be creative and how it plays a crucial role in brand growth. She talks about their Cannes Lions award-winning campaign, highlights the rapid advancements in AI and the role it plays in assisting marketers, and the need for brands to embrace innovative strategies. The conversation also touches on the need for the C-suite to foster creativity in a business, to find new space through product innovation and communication.

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    15 mins
  • The Future of Advertising in a Retail-Driven AI World

    The Future of Advertising in a Retail-Driven AI World
    Jul 9 2025

    From the rise of agentic AI and retail media networks to the evolving role of conversational commerce, the retail ecosystem has transformed in the last few years, opening new opportunities for brand marketers. In this special edition of Future Proof, Wayne Levings, Kantar’s Global Chief Client Officer sits down with Keith Mercier, Vice President of the Worldwide Retail and Consumer Goods Industry at Microsoft.

    Microsoft is helping brands and retailers stay resilient, agile, and future-ready, all with the help of AI. Whether you're a CMO, brand strategist, or just curious about the future of retail, this episode is packed with insights on how to lead through change and build what’s next. Listen to get the down low on whether every retailer is becoming a media company and how AI copilots are transforming shopper engagement.

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    29 mins

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