What Can Marketers Learn from TikTok's Growth Engine?

In this Cannes special episode of Future Proof, Dr. Nicki Morley is joined by Marcella Wiwe, VP Marketing Denmark at Carlsberg Group, to explore how AI is changing the way brands innovate. From accelerating innovation cycles from months to days to identifying growth opportunities through consumer insight and real-world testing, Marcella shares how her team is using AI, experimentation and category understanding to bring new ideas to market. Together, they discuss the "you win or you learn" mindset, building innovation from strong brand foundations, and why human judgement remains essential in an AI-driven world.  Hosted on Acast. See acast.com/privacy for more information.

In this Cannes special episode of Future Proof, Jane Ostler speaks with Dina Liu, Global Head of Brand Product Marketing at TikTok, about how AI is reshaping brand discovery and growth. From creator-led marketing and AI-powered content recommendations to the challenge of building salience in a fragmented media landscape, Dina shares how TikTok is helping brands stay relevant in an increasingly automated world. Hosted on Acast. See acast.com/privacy for more information.

In this Cannes special episode, Jane Ostler talks with Charlotte Snelgrove from Octopus Energy (winner of the Blueprint for Brand Growth Experience Award 2026) and Peter Aitken from Kantar about the connection between customer experience and brand growth. From building a culture of agility to staying close to customer needs in an increasingly AI-driven world, they share practical lessons for businesses looking to create meaningful and different experiences. Hosted on Acast. See acast.com/privacy for more information.

In this Cannes special episode of Future Proof, Dr Nicki Morley sits down with Michael Swaisland, Vice President of Consumer Intelligence and Marketing Transformation at Arla Foods, to discuss how curiosity, consumer understanding and AI can work together to drive innovation. They explore turning insights into action, identifying the right growth opportunities, and why human judgement remains essential in a world increasingly shaped by AI. Hosted on Acast. See acast.com/privacy for more information.

In this Cannes special episode of the Future Proof podcast, Duncan Southgate sits down with Mike Villalobos of Seedtag to explore how context drives media effectiveness. Together, they discuss the move from cookie-based targeting to contextual understanding, why interest, intent and emotion are becoming critical marketing signals, and how advances in AI could help brands better understand culture, content and consumer behaviour without relying on personal data.   Hosted on Acast. See acast.com/privacy for more information.

In this Cannes special episode, Jane Ostler sits down with John Campbell, SVP, Entertainment and Streaming Solutions for Disney Advertising, to explore how video is driving culture, not just consumption. From the success of Rivals and its brand integrations with Waitrose and Volkswagen, to immersive fan experiences around shows like The Bear, they unpack how streaming is creating new opportunities for brands to go beyond advertising and become part of the moment.This episode looks at how nostalgia, fandom and real-world activations are reshaping partnerships, and why brands are starting to hand over more control to truly connect with audiences. Hosted on Acast. See acast.com/privacy for more information.

Marketing is crossing a new frontier, where data, AI and automation are transforming how brands grow.In this special Cannes Lions episode, Jane Ostler sits down with Mars Chief Brand Officer Rankin Carroll to discuss how brands can navigate this shift, from redefining agency partnerships to building new measurement models across paid, earned and shared channels. Together they explore how technology can enhance brand building, but originality, creativity and human insight remain irreplaceable.  Hosted on Acast. See acast.com/privacy for more information.

As brands compete for attention, creators are building something more powerful: trusted communities. In this Cannes Lions special, Jane Ostler is joined by Anne Marie Nelson-Bogle from Google to explain why YouTube creators are reshaping how brands connect with audiences. From the role of trust in driving purchase decisions to the impact of pairing creator and brand content, this episode explores how video and creators are redefining the marketing funnel. Hosted on Acast. See acast.com/privacy for more information.

As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.

As growth is reshaped by AI, rising expectations and ongoing economic uncertainty, brand leaders are under increasing pressure to make clearer decisions, faster. In this podcast series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals transforming their category, the strategic choices they’re making in response, and how they are building brands that drive meaningful, differentiated growth in a fast‑moving world. Read the latest edition of BrandZ’s global report here: www.kantar.com/brandz Hosted on Acast. See acast.com/privacy for more information.