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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
  • Shopping and Sipping: The Future of Beverage Shopper Marketing

    Shopping and Sipping: The Future of Beverage Shopper Marketing
    Feb 25 2026

    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.

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

    Booking the Feeling: Emotion, Brand & the Connected Trip at Booking.com
    Feb 4 2026

    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.

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    17 mins
  • Shaping Marketing Effectiveness in 2026 with Google

    Shaping Marketing Effectiveness in 2026 with Google
    Jan 22 2026

    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 C-suite, the importance of unified KPIs, and why long-term effects remain under-measured.


    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.

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    35 mins
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