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Future Proof

Future Proof

Written by: Kantar & Saïd Business School Oxford University
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About this listen

 Future Proof is the marketing podcast from Said Business School, Oxford University, and Kantar, the world’s leading marketing data and analytics company. In each episode, we’ll have a frank discussion with an expert, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way. Looking at big industry question through both a market research and an academic lens, we can help prepare marketers for the future (with proof). All episodes and more info at https://www.kantar.com/

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Kantar & Saïd Business School, Oxford University Economics Marketing Marketing & Sales
Episodes
  • Customer Experience in 2026: Balancing AI Innovation with Human Connection

    Customer Experience in 2026: Balancing AI Innovation with Human Connection
    Jan 7 2026

    In the age of AI, trust and human connection are the new foundations of customer experience.


    The rules are changing: technology is reshaping how brands interact with consumers, but it is human connection, trust, and transparency that will define the winners. In this episode, Jane Ostler talks with Isabelle Zdatny and Amy Cashman. They discuss how organisations must move beyond captive audiences and transactional relationships, earning loyalty through responsible practices and meaningfully different experiences. In an era where everything can be commoditised except the human touch, brands who deliver on their promises and build emotional connections will stand out.

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    24 mins
  • How Gaming Is Up-Leveling Marketing: Lessons from Discord’s Community-Driven Approach

    How Gaming Is Up-Leveling Marketing: Lessons from Discord’s Community-Driven Approach
    Dec 3 2025

    Gaming has evolved into a cultural powerhouse and a vital marketing platform, reshaping how brands connect with audiences worldwide. In this episode of Future Proof, host Rachelle Minnis welcomes Adam Bauer, VP of Sales at Discord, to unpack the real-world strategies and lessons behind successful community-driven marketing.

    Discover how Discord transformed from a gamer-centric chat app into a dynamic space for brand engagement, and learn what sets advertising on Discord apart from traditional social platforms. With gaming now mainstream and communities more engaged than ever, this conversation reveals how brands can successfully activate community-driven marketing—and why the future of advertising might just be on your favorite gaming platform.

    Listen for an awesome conversation that will leave you inspired and may help you rethink your next campaign—and maybe even pick up a controller.

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    39 mins
  • Humanising innovation: customer-centric transformation at Zurich Insurance

    Humanising innovation: customer-centric transformation at Zurich Insurance
    Nov 27 2025
    Join Dr. Nicki Morley as she sits down with Conny Kalcher, Group Chief Customer Officer at Zurich Insurance, to explore how the company is redefining customer experience through innovation, digital transformation, and the thoughtful use of AI. Discover how empathy, clear communication, and a relentless focus on customer needs are driving their journey, from revitalising the brand and launching service innovations to empowering employees with new tools and training. Tune in for practical examples, lessons learned, and advice for responsibly embracing AI, while keeping the human touch at the heart of insurance.

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    21 mins
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