Future Proof

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. 

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.

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. 

What does it take to create advertising that truly stands out? In this episode of Kantar Future Proof, Deepak Varma, Head of Neuroscience Insights at Kantar North America, is joined by Allison Howitt, Global Insights and Analytics Director – Nutrition at Reckitt, to explore how marketers can unlock creative best practices by combining AI analytics, neuroscience, and distinctive brand assets. Allison shares her perspective on the evolving role of creative effectiveness, revealing how Reckitt leverages a hybrid approach, blending human insight, AI-driven meta-analysis, and neuroscience techniques like facial coding and eye tracking, to identify the moments that drive enjoyment, persuasion, and brand salience. Together, they discuss the importance of building a creative excellence playbook, the value of establishing clear research hypotheses, and how marketers can use these tools to deliver actionable insights and measurable business impact. Tune in for practical guidance on measuring creative drivers, building brand rituals, and creating ads that resonate across cultures and categories.

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. 

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.