Beyond the Funnel: Reimagining B2B Marketing

With the global B2B market projected to reach nearly $29 trillion in 2025, digital-first buyers are demanding more personalized, authentic, and human experiences. At the heart of this evolution are creators—marketers, thought leaders, and employees—who are building trust and community in ways traditional brand marketing can’t.In this episode, Nicole Jones is joined by two powerhouse voices from LinkedIn’s B2B Institute, Ty Heath, Director and Founder of the practice, and Caroline Day, Global Director. Together, they unpack:The evolution of B2B marketing and storytellingThe unique role and value of B2B creatorsHow LinkedIn is empowering brands to leverage creator influenceThe intersection of AI, neuroscience, and employee advocacy in modern marketingWhether you're a marketer, brand leader, or aspiring creator, this episode is packed with insights on how to future-proof your strategy—and your skillset—for the next era of B2B. Hosted on Acast. See acast.com/privacy for more information.

In this episode, Jane Ostler interviews Bastien Parizot, SVP of IT and Digital Marketing and Transformation at Reckitt. They discuss the transformative role of AI in marketing, the launch of Reckitt Catalyst, a program aimed at supporting entrepreneurs in health and hygiene, and the importance of creativity tied to purpose. Bastien shares insights on how Gen AI is being utilized to enhance marketing efficiency, the significance of data quality, and the future landscape of marketing where human touch remains vital despite advancements in AI. Hosted on Acast. See acast.com/privacy for more information.

Mobility media is turning everyday rides into powerful brand moments—blending digital precision with real-world presence to deliver contextual, location-aware ad experiences. While these new ad formats drive a lot of value for brands, there are still challenges in scaling mobility-based ad network, from responsible data use, and what it means to create seamless, omnichannel campaigns. In this episode of Kantar’s Future Proof Podcast, host Nicole Jones, Chief Media Commercial Officer at Kantar, sits down with Matt Trandall, Head of West at Lyft Media, to explore the fast-evolving world of mobility media. From pioneering streaming audio to redefining rideshare advertising, Matt shares his journey and Lyft’s transformation into a dynamic, data-driven media platform. Listen for a glimpse into what’s next for Lyft Media—from AI and smart cities to the future of autonomous advertising. Hosted on Acast. See acast.com/privacy for more information.

With almost 70% of global advertising dollars now being spent on digital channels, maximizing marketing impact in digital environments is critical – especially with Gen-Z's growing influence. According to Kantar normative data, creative quality is the single biggest driver of growth in brand impact, driving 49% of brand impact across ad campaigns. At the same time, research highlights a persistent gap in marketers’ confidence around how to create measurably effective campaigns.  And adding to that marketer challenge, creative signaling is changing. In this special edition of Future Proof, Jeff Herrmann Kantar’s guest host and Global Client Director, is joined by guests, Crystal Worthem, Global Director of Audience Marketing, Meta and Sapphire Yi-Dyer, Vice President of Customer Ecosystem, CreativeX. Listen in to better understand how to create effective digital creative, the role of AI in driving creative quality, and the Gen-Z effect on creative signaling.  Hosted on Acast. See acast.com/privacy for more information.

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

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

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

In this episode, Nicki Morley, Global Innovation Lead at Kantar speaks with Deirdre van Zyl, Head of Innovation Planning – Africa and Salome Njomo – Innovations Planning Manager – Africa about the importance of creating meaningfully different innovations that truly resonate with consumers. They explore what the ‘learn, test, learn’ philosophy means for Diageo and how continuous learning drives innovation success. Finally, they discuss how planning for post-launch insights early on ensures the strategies are in place to pivot quickly and optimise product launch strategies.   Hosted on Acast. See acast.com/privacy for more information.

For the 20th anniversary edition of BrandZ’s global report, Adele Jolliffe, Head of Head of Brand Consultants, Kantar talks with Georgia Balinsky, Vice President, Global Head of Brand & Creative, RBC about the evolution of marketing and brand-building over the past two decades and the importance of brand in driving growth.Georgia is Vice President, Global Head of Brand & Creative at RBC. She is a modern brand building expert whose mission is to establish the power of brand as a catalyst for value creation in today’s hypercompetitive business landscape. Read the 20th anniversary edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

For the 20th anniversary edition of BrandZ’s global report, Adele Jolliffe, Head of Brand Consultants, Kantar talks with Marcel Marcondes, Global Chief Marketing Officer, AB InBev about the evolution of marketing and brand-building over the past two decades and the importance of brand in driving growth.Marcel joined AB InBev in 2005. Prior to becoming the company’s Global Chief Marketing Officer, he held a variety of roles at AB InBev, including Global President of Beyond Beer Co. and Chief Marketing Officer at Anheuser-Busch. He also spent seven years in brand management at Unilever in Brazil.Read the 20th anniversary edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.