Future Proof

Crafting Early Advantage: Human Insights + AI as Engines of Innovation

In this episode, Nicki Morley, Global Innovation Lead at Kantar, and Little Moons’ Ross Farquhar discuss how Little Moons turns early-stage ideas into high-impact innovation by designing for occasions, not categories, and acting fast in the market to learn and iterate. Ross Farquhar shares how strong brand guardrails make innovation purposeful while the team experiments, tests, and scales new concepts at speed. He also unpacks how AI accelerates trend discovery and early exploration, with human judgment shaping what truly becomes a breakthrough.A sharp look at modern innovation discipline, where agility, insight, and smart tools create genuine competitive advantage. Hosted on Acast. See acast.com/privacy for more information.

Shopping and Sipping: The Future of Beverage Shopper Marketing

In this episode of Kantar's Future Proof podcast, Jane Ostler speaks with Sian Davies, Global Consumer Planning Lead, Ready to Drink at Diageo, and Jauneen Tarin, Head of Shopper UK at Kantar, to discuss the evolving landscape of shopper marketing. From the evolution of shopper behaviour and the impact of digital channels to the critical role of leadership and culture, this episode is packed with practical examples and forward-looking perspectives on winning in the fast-changing world of ready-to-drink beverages. Hosted on Acast. See acast.com/privacy for more information.

Booking the Feeling: Emotion, Brand & the Connected Trip at Booking.com

Travel is emotional, but booking a trip often isn’t. As expectations rise, Booking.com is working to bring emotion to moments that usually feels purely functional. Convenience isn’t the only game in town.In this episode, Jane Ostler talks with Ben Harrel, Managing Director, US at Booking.com. They discuss how the brand blends performance and long‑term storytelling to spark that Booking.yeah feeling, how creators help the brand speak authentically to different travellers, and how Gen AI is enabling more tailored and relevant communication at scale. Ben also shares a practical vision for the connected trip: a future where flights, stays, cars and attractions seamlessly work together, as well as how they can step in proactively when things go wrong, working towards a frictionless experience. Hosted on Acast. See acast.com/privacy for more information.

Shaping Marketing Effectiveness in 2026 with Google

In this episode of Kantar’s Future Proof podcast, Simon Atherley, Head of Marketing Effectiveness at Kantar UK, is joined by Biren Kalaria, Google UK’s Managing Director of Measurement, Analytics & Data, to unpack how marketers can better connect marketing effectiveness to business growth as we head into 2026. Biren shares his perspective on the persistent gap between marketers and the csuite, the importance of unified KPIs, and why longterm effects remain undermeasured. Tune in for practical guidance on bridging internal divides, strengthening measurement foundations, and using AI and creators to drive stronger, more confident marketing decisions in 2026. Hosted on Acast. See acast.com/privacy for more information.

How AI and Neuroscience Are Changing Marketing

What does it take to create advertising that truly stands out? In this episode of Kantar Future Proof, Deepak Varma, Head of Neuroscience Insights at Kantar North America, is joined by Allison Howitt, Global Insights and Analytics Director – Nutrition at Reckitt, to explore how marketers can unlock creative best practices by combining AI analytics, neuroscience, and distinctive brand assets. Allison shares her perspective on the evolving role of creative effectiveness, revealing how Reckitt leverages a hybrid approach, blending human insight, AI-driven meta-analysis, and neuroscience techniques like facial coding and eye tracking, to identify the moments that drive enjoyment, persuasion, and brand salience. Together, they discuss the importance of building a creative excellence playbook, the value of establishing clear research hypotheses, and how marketers can use these tools to deliver actionable insights and measurable business impact. Tune in for practical guidance on measuring creative drivers, building brand rituals, and creating ads that resonate across cultures and categories. Hosted on Acast. See acast.com/privacy for more information.