Future Proof

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http://www.kantar.com/brandz
15 partages
https://www.kantar.com/campaigns/blueprint-for-brand-growth
4 partages
https://www.kantar.com/campaigns/brandz/global
3 partages

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Decoding IKEA’s marketing success

lundi 2 septembre 2024 • Durée 22:06

Ever wondered how IKEA manages to blend affordability, sustainability, and functional design seamlessly? In this enlightening episode of Future Proof, host Jane Ostler, EVP Global Thought Leadership at Kantar, welcomes Gianluca Toccafondi, the marketing lead at IKEA, who won the Most Meaningfully Different Award in our recent Brand Blueprint Awards 2024. Gianluca delves into IKEA’s unique approach to sustainability and how it is embedded in their product design and business model. He highlights the brand’s focus on creating affordable, functional, and sustainable solutions that cater to the needs and dreams of many people. Additionally, he touches on IKEA’s global positioning and how it varies based on the market maturity in different regions.

They also discuss IKEA’s advertising strategies and how they have evolved over the years. Gianluca talks about the brand’s shift towards a more strategic approach, focusing on creative simplicity, fun, and play. He also shares how IKEA leverages social media and cultural moments to engage with its audience and enhance its brand presence. Tune in to this episode to gain a deeper understanding of IKEA’s marketing landscape and its vision for the future, all recorded during the vibrant Cannes Lions week.

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

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How can CMOs build a more trusted media landscape?

mardi 20 août 2024 • Durée 19:16

Jane Ostler, our EVP of Global Thought Leadership, caught up in Cannes with Josh Stinchcomb, Global Chief Revenue Officer at Dow Jones. They discussed the dynamics at play in the media environment, with traditional monetisation models under threat, the erosion of trust in media, and AI looming large. So, what is the role of CMOs in this maelstrom? With brand safety and ROI high on the list of marketing leaders’ concerns, Josh argues for a truly data-led approach to media planning, calling on CMOs to invest in trusted news platforms and practice caution with the blunt tool of block lists.

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What challenges do CMOs face today? A conversation with Mark Read, CEO of WPP

vendredi 5 juillet 2024 • Durée 26:01

In this episode of the Future Proof podcast, host Jane Ostler sits down with Mark Read, CEO of WPP, to delve into the current landscape of marketing and how brands grow. They explore the pressing challenges faced by CMOs, including navigating economic turbulence, the fragmentation of media, and the global versus local brand debate. Mark shares his insights on how AI is revolutionising the industry, enhancing creativity, and optimising marketing strategies. The discussion also highlights the importance of focusing on fewer, bigger, and better initiatives to drive growth and maintain brand consistency. Tune in to gain valuable perspectives on leveraging AI for brand differentiation, and the future of media and creative integration in the marketing world.

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BONUS: What is the impact of COVID-19 on grocery and retail?

Saison 1

mardi 24 mars 2020 • Durée 22:21

What has happened to sales in supermarkets? Are patterns emerging in different countries across the world? And what should we expect to see next, when it comes to retail and consumption habits? Fraser McKevitt speaks to Jason Yu and Ray Gaul to get perspectives from China, Europe, and the UK, and to discuss what trends Kantar has spotted in sales, usage and retail approaches.

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53. What is the future of sustainable urban mobility?

Saison 1 · Épisode 53

dimanche 15 mars 2020 • Durée 29:24

People are desperate for more sustainable transport choices – and are keen to change how they get around cities, as long as they feel safe and have some flexibility. That’s where Cyclo Technology’s new innovation could be helpful: a 'packable' helmet for the urban rider, made from reclaimed plastic that will make hiring a bike or commuting on your own a lot more appealing. How have they tackled customer research and product development? What is possible when it comes to creating a sustainable supply chain? What can bigger brands learn from startups? And what else is happening in urban mobility to help us all make more sustainable choices?

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52. What’s not going to happen in marketing?

Saison 1 · Épisode 52

dimanche 1 mars 2020 • Durée 25:09

Things change in marketing all the time, and marketers get more excited with each new technological ‘innovation’. But we could be getting ahead of ourselves, says strategy consultant and Web Curios writer Matt Muir. If we are really honest with ourselves, what will NOT happen in 2020? What does he think we should strike from our list of predictions? What is missing from the list? And which words do we need to define better, or remove from our vocabulary entirely? Matt talks authentic influencers, alternative realities and generational tipping points with Andrew Stephen and Jane Ostler.

Warning: Some colourful language in this episode. Not for the easily offended!

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51. What’s next in media and marketing?

Saison 1 · Épisode 51

dimanche 16 février 2020 • Durée 28:26

As Kantar releases its annual Media Predictions report, forecasting the likely changes for media in 2020 and beyond, Professor Andrew Stephen asks experts Jane Ostler and Margo Swadley to comment on some of the trends they are seeing. Touching on the business models of streaming services, the untapped potential of audio, why influencer marketing needs to grow up, and the rise and rise of esports, Jane and Margo discuss not only the changes in channels and usage, but their advice for brands and marketers looking to get better returns on their media investments.

Download the Kantar report here.

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50. What’s changing media agencies in 2020?

Saison 1 · Épisode 50

dimanche 2 février 2020 • Durée 24:05

Recently returned from CES in Vegas, Marco Rimini (Chief Development Officer at Mindshare) feels he has glimpsed the future – as well as a few things that probably won’t come to be. So what’s likely to change in the media world, and particularly the media agency, in the next year… or even decade? Marco tells Jane and Andrew about the rise of shoppable content and how it affects the traditional media plan, the inspiration we can get from China, the role of data and analytics in media planning, and the changing nature of agency-client relationships. He touches on some big ethical debates: where is the legislative framework for the use of AI? Will customers mind a more ‘predictive’ marketing approach? And what can media agencies do about climate change?

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49. How do you transform marketing in a 500-year-old business?

Saison 1 · Épisode 49

dimanche 19 janvier 2020 • Durée 26:41

You don't get much more traditional than Oxford University Press: over 500 years old, its roots dating back to 1478 when the first book was published in Oxford and home to the renowned Oxford English Dictionary. Today the Press has 6000 employees, operates in 190 countries and 40 languages, and offers a huge range of products and services, from pre-school educational materials to scholarly works.

Sarah Ultsch, Director of Marketing at OUP, tells Andrew and Julie how the organisation is transforming, and how marketing operations in particular are evolving, in a radically changing market. How do they ensure they are still relevant and serving their community of educators and learners for the next 500 years?

Sarah suggests that people and processes – the right skills, frameworks and culture – are the most important asset, but that applying the right technology, tools and data is key to servicing their changing customer. As people read less, are time poor, have higher expectations and consume more multimedia content, how can OUP serve up the right content (whether pedagogy, definition, article or chapter) at the right time on the user's preferred channel? And how can they organise themselves to ensure employees are engaged and coming up with great, scalable ideas? Like the University to which it belongs, OUP believes in the transformative power of education. So what are they learning as they bring marketing into the modern day?

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48. Why does marketing need to be sustainable?

Saison 1 · Épisode 48

mardi 7 janvier 2020 • Durée 26:26

Too many marketers still believe that sustainability in marketing comes at the expense of cost-effectiveness – when, increasingly, adopting sustainable marketing can improve commercial performance. So says David Radford, former CMO of Allianz in the UK and Associate Fellow of Said Business School. David's contention is that marketing needs to get its house in order when it comes to sustainability. As our marketing output is one of the most visible aspects of a business, he says, and as consumer opinion shifts dramatically, it simply makes good business sense for marketers to prioritise a more sustainable approach – even if the wider organisation has yet to adopt a sustainable business strategy. So what does "sustainable marketing" look like? And what are the wider business and societal implications?

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Future Proof – Détails, épisodes et analyse

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