The Power of Meaningful Difference in Marketing

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.

For the 20th anniversary edition of BrandZ’s global report, Martin Guerrieria, Head of Kantar BrandZ, talks with Abhinav Kumar, Global Chief Marketing Officer, TCS about the evolution of marketing and brand-building over the past two decades and the importance of brand in driving growth. Abhinav is the Chief Marketing Officer of TCS, leading a team of 700 professionals in 55 countries who oversee the company’s brand, reputation and stakeholder relationships. In a 23-year career at the company, he has performed several leadership roles including CMO for LATAM, Europe and all international markets, winning over 150 brand and communications awards during his tenure. 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.

In this episode of Kantar’s Future Proof Podcast, Nicole Jones speaks with Jesse Waldele from the Wall Street Journal about the evolving landscape of advertising and consumer trust. They discuss the paradoxical nature of today's consumers, the importance of building trust in a polarized environment, and strategies for engaging diverse audiences, particularly Gen Z. Jessie shares insights on optimizing advertising campaigns, leveraging offline channels, and ensuring brand safety. The conversation highlights the Journal's commitment to providing valuable content and analysis while adapting to the changing needs of advertisers. Hosted on Acast. See acast.com/privacy for more information.

In this episode, Jane Ostler speaks with Professor Koen Pauwels Associate Research Dean and Distinguished Professor of Marketing at D’Amore-McKim School of Business at Northeastern University and Mary Kyriakidi, Kantars Global Thought Leader, to discuss the current state of marketing, focusing on Kantar's Blueprint for Brand Growth. They explore the significance of meaningful difference in branding, the correlation between penetration and sales, and the importance of being present in the market. The conversation also delves into pricing power, the role of innovation, and the impact of AI on marketing strategies.  Hosted on Acast. See acast.com/privacy for more information.

In this episode Jane Ostler talks to Nick Daniel, former CMO of Dogs Trust and Director of Flying Foxes Consultancy, to explore the unique challenges and strategies in charity marketing. They discuss the importance of brand identity, the competitive landscape of the nonprofit sector, and the growing role of partnerships and influencer marketing.  Nick also highlights the challenge charities face in standing out as commercial brands increasingly align themselves with social causes, blurring the lines between corporate and nonprofit impact. As donor behaviours shift and dog ownership trends evolve, he shares insights on how charities can adapt and innovate to stay relevant, offering valuable perspectives for anyone interested in the intersection of marketing, social impact, and the future of charitable giving.   Hosted on Acast. See acast.com/privacy for more information.

Coca-Cola's creative brilliance was celebrated at Cannes last year. In this Future Proof Podcast with Islam El Dessouky, Global VP of Creative Strategy and Content Lynne Deason explores what it is that gives Coca-Cola campaigns their real magic and fizz. This unmissable, inspiring and enjoyable conversation covers topics that anyone focussed on creating effective advertising today needs to master. Creating Emotional Connections: the art of crafting advertising that resonates emotionally and leaves a lasting impactEmotion alone isn't enough: why brand centricity isn't a nice to have and how to achieve itBuilding Brand Consistency: how to maintain brand authenticity and consistency across diverse markets and cultural contexts.Leadership: what it takes to be an inspiring and effective leader in today's dynamic marketing landscape. Hosted on Acast. See acast.com/privacy for more information.

GenAI dominates marketing conversations, but how does it connect to capability building and the evolving role of marketers? While excitement around GenAI is high, adoption remains low with less than half of those with access use it regularly. So, what’s holding marketers back?In this episode, host Jane Ostler is joined by Thomas Von der Fuhr, Head of Organisational Performance at Kantar, to discuss insights from the newly published report, GenAI in Marketing: Fear or FOMO. They discuss what marketers are saying about the barriers to adoption, the importance of organisational readiness, and how GenAI can enhance, rather than replace, traditional marketing skills.With leading organisations shifting from operational tasks to strategic brand growth initiatives, this conversation offers valuable guidance for marketers looking to move beyond the hype and maximize GenAI’s potential.Tune in to discover how to bridge the gap between GenAI excitement and real-world capability building. Hosted on Acast. See acast.com/privacy for more information.

In today’s episode, we’re exploring the marketing opportunities advertisers have in audio forward environments. Audio is present in nearly every moment of our lives, from weddings to commutes, workouts, and relaxation – and now marketers have more ways to engage their target audience in these spaces, and they aren’t just sound based. In recent years, the rise of podcasts and audiobooks has reshaped how people engage with audio, creating a deeper connection with streaming platforms and shifting public perceptions of media channels. Jenny Haggard, Global Brand Strategy Lead at Spotify, joins Kantar’s Chief Media Commercial Officer, Nicole Jones, to share how marketers can harness this new intimacy in audio-based media and what they can do to better create a multi-sensory experience in these environments and drive meaningful difference for their brands. Hosted on Acast. See acast.com/privacy for more information.