<description>&lt;p&gt;Brand collaborations are a powerful marketing lever&amp;nbsp;to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present.&lt;/p&gt;&lt;br&gt;&lt;p&gt;No wonder 1 in 4&amp;nbsp;marketers cite collabs as an important tactic in the 2024 Language of Effectiveness report by Marketing Week and Kantar.&lt;/p&gt;&lt;br&gt;&lt;p&gt;Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar and Becky Ingram, Client Partner at Kantar chat to&amp;nbsp;Gui Pasculli, Head of Culture &amp;amp; Partnership for Malibu at Pernod Ricard. &lt;/p&gt;&lt;br&gt;&lt;p&gt;They&amp;nbsp;unpack how brand collabs are helping Malibu to connect to culture and develop brand experiences which are driving meaningful difference for the brand, extending category boundaries and reaching new audiences.&lt;/p&gt;&lt;br /&gt;&lt;hr&gt;&lt;p style='color:grey; font-size:0.75em;'&gt; Hosted on Acast. See &lt;a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'&gt;acast.com/privacy&lt;/a&gt; for more information.&lt;/p&gt;</description>

Lindsay Gorton-Lee& Becky Ingram chat to Gui Pasculli, Head of Culture & Partnership for Malibu at Pernod Ricard. 

Brand collaborations are a powerful marketing lever&nbsp;to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present. No wonder 1 in 4&nbsp;marketers cite collabs as an important tactic in the 2024 Language of Effectiveness report by Marketing Week and Kantar. Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar and Becky Ingram, Client Partner at Kantar chat to&nbsp;Gui Pasculli, Head of Culture &amp; Partnership for Malibu at Pernod Ricard. They&nbsp;unpack how brand collabs are helping Malibu to connect to culture and develop brand experiences which are driving meaningful difference for the brand, extending category boundaries and reaching new audiences. <hr> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.

Brand Strategy Unpacked: Connecting via Collabs and Culture with Malibu

<description>&lt;p&gt;In this episode of Kantar's Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, interviews Oliver Gilding, Head of Innovation and Licensing at Iceland, to discuss their approach to innovation through unique product development and strategic partnerships.&lt;/p&gt;&lt;p&gt;&amp;nbsp;&lt;/p&gt;&lt;p&gt;Oliver shares insights on the importance of being bold and tenacious in innovation and how Kantar's Concept AI tool has allowed them to make informed decisions in a crowded marketplace and stay ahead in the competitive retail market.&lt;/p&gt;&lt;br /&gt;&lt;hr&gt;&lt;p style='color:grey; font-size:0.75em;'&gt; Hosted on Acast. See &lt;a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'&gt;acast.com/privacy&lt;/a&gt; for more information.&lt;/p&gt;</description>

In this episode of Kantar's Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, interviews Oliver Gilding, Head of Innovation and Licensing at Iceland, to discuss their approach to innovation through unique product development and strategic partnerships.&nbsp;Oliver shares insights on the importance of being bold and tenacious in innovation and how Kantar's Concept AI tool has allowed them to make informed decisions in a crowded marketplace and stay ahead in the competitive retail market. <hr> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.

The secrets behind innovative strategies and partnerships at Iceland

<description>&lt;p&gt;In this Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, speaks to Philippa Tilley, the Global Head of Radiant Brands at Unilever.&lt;/p&gt;&lt;br&gt;&lt;p&gt;Philippa provides an in-depth look at how Unilever fosters meaningful innovation, integrates sustainability with superior product performance and utilises AI&amp;nbsp;- all whilst emphasising the importance of curiosity and conviction when bringing innovative ideas to life.&lt;/p&gt;&lt;br&gt;&lt;p&gt;Listen for valuable advice for innovators and an enlightening discussion on navigating the dynamic marketing landscape.&amp;nbsp;&lt;/p&gt;&lt;br /&gt;&lt;hr&gt;&lt;p style='color:grey; font-size:0.75em;'&gt; Hosted on Acast. See &lt;a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'&gt;acast.com/privacy&lt;/a&gt; for more information.&lt;/p&gt;</description>

Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, speaks to Philippa Tilley, the Global Head of Radiant Brands at Unilever.

In this Future Proof podcast, Dr Nicki Morley, Head of Behavioural Science and Innovation at Kantar, speaks to Philippa Tilley, the Global Head of Radiant Brands at Unilever. Philippa provides an in-depth look at how Unilever fosters meaningful innovation, integrates sustainability with superior product performance and utilises AI&nbsp;- all whilst emphasising the importance of curiosity and conviction when bringing innovative ideas to life. Listen for valuable advice for innovators and an enlightening discussion on navigating the dynamic marketing landscape.&nbsp; <hr> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.

Unlocking Innovation: Insights from Unilever’s Philippa Tilley

<description>&lt;p&gt;Brand collaborations are a powerful marketing lever&amp;nbsp;to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present.&amp;nbsp;&lt;/p&gt;&lt;br&gt;&lt;p&gt;No wonder they are in the&amp;nbsp;top 3 most important tactics mentioned by marketers in the 2024 Language of Effectiveness report by Marketing Week and Kantar.&lt;/p&gt;&lt;br&gt;&lt;p&gt;Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar unpacks both the strategic intent and phenomenal impact of brand collaborations with Oliver Gilding, Head of Innovation &amp;amp; Licensing at Iceland and Brett Hamer, Product Director for Myprotein at&lt;strong&gt;&amp;nbsp;&lt;/strong&gt;The Hut Group.&lt;/p&gt;&lt;br&gt;&lt;p&gt;Download Kantar's Brand Strategy Unpacked report &lt;a href="https://www.kantar.com/uki/campaigns/brand-strategy-unpacked?utm_source=organic&amp;amp;utm_medium=podcast&amp;amp;utm_content=fp_ice" rel="noopener noreferrer" target="_blank"&gt;here&lt;/a&gt;.&lt;/p&gt;&lt;br /&gt;&lt;hr&gt;&lt;p style='color:grey; font-size:0.75em;'&gt; Hosted on Acast. See &lt;a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'&gt;acast.com/privacy&lt;/a&gt; for more information.&lt;/p&gt;</description>

Brand collaborations are a powerful marketing lever&nbsp;to unlock growth whether your strategic goals are to drive Meaningful Difference, Predispose More People, Find New Space or Be More Present.&nbsp; No wonder they are in the&nbsp;top 3 most important tactics mentioned by marketers in the 2024 Language of Effectiveness report by Marketing Week and Kantar. Lindsay Gorton-Lee, Brand Strategy Consultant at Kantar unpacks both the strategic intent and phenomenal impact of brand collaborations with Oliver Gilding, Head of Innovation &amp; Licensing at Iceland and Brett Hamer, Product Director for Myprotein at&nbsp;The Hut Group. Download Kantar's Brand Strategy Unpacked report <a href="https://www.kantar.com/uki/campaigns/brand-strategy-unpacked?utm_source=organic&amp;utm_medium=podcast&amp;utm_content=fp_ice" rel="noopener noreferrer" target="_blank">here</a>. <hr> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.

Brand Strategy Unpacked: Creating collabs for growth with Iceland and Myprotein

<description>In this episode, Dr Nicki Morley, Head of Behavioral Science and Innovation Expertise at Kantar, discusses the innovative expansion of TikTok Shop into the e-commerce space. Joined by Jauneen Tarin, Head of Connected Shopper Practice at Kantar, and Nora Zukauskaite, Integrated Marketing Director for TikTok Shop, the conversation delves into TikTok Shop’s unique approach to e-commerce, its rapid growth, and the challenges faced along the way. Tune in to uncover the secrets behind the differentiation of TikTok Shop from other platforms, the importance of live shopping, and strategies for brands to succeed in this new space.&lt;br /&gt;&lt;hr&gt;&lt;p style='color:grey; font-size:0.75em;'&gt; Hosted on Acast. See &lt;a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'&gt;acast.com/privacy&lt;/a&gt; for more information.&lt;/p&gt;</description>

In this episode, Dr Nicki Morley, Head of Behavioral Science and Innovation Expertise at Kantar, discusses the innovative expansion of TikTok Shop into the e-commerce space. Joined by Jauneen Tarin, Head of Connected Shopper Practice at Kantar, and Nora Zukauskaite, Integrated Marketing Director for TikTok Shop, the conversation delves into TikTok Shop’s unique approach to e-commerce, its rapid growth, and the challenges faced along the way. Tune in to uncover the secrets behind the differentiation of TikTok Shop from other platforms, the importance of live shopping, and strategies for brands to succeed in this new space. <hr> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.

TikTok Shop: Revolutionising e-commerce with live shopping and innovation

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/ <hr> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.

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