35. Is your imagination fuelling growth?

05/15/23 • 25 min

Today’s successful businesses need teams that are constantly coming up with ideas, good and bad, because great ideas fuel growth. In this episode of Future Proof, Jane Ostler EVP, Global Thought Leadership at Kantar, talks to Albert Read, Managing Director at Condé Nast Britain, and author of newly-published book The Imagination Muscle, about how we need to manage our lives and our environments in order to stay fresh and keep coming up with ideas.

Read argues that companies should expect employees to have ideas - even encourage the bad ones - and ditch the need for managers to be always right. He also thinks that the power of the imagination will be even more important in the age of AI. While pessimists argue that AI creates a world where adequate is good enough, he says the optimists will succeed by taking advantage of the opportunity of AI and use it to ask the right questions.

Listen to the full episode here and for the chance to win one of five copies of The Imagination Muscle, please rate Future Proof podcast in your audio app. The first five people who upload a screenshot of their rating will receive a signed copy of the book.

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Previous Episode

34. How Cinépolis used humour to bring audiences back to the cinema after COVID-19

How do you use emotions effectively in advertising? In this episode, we dive into the power of humour in advertising with a special focus on the cinema industry. Jane Ostler, Global EVP Thought Leadership at Kantar, sits down with Angel Villanueva, CMO of Cinépolis, to discuss their Kantar Creative Effectiveness Awards-winning ad that used humour to invite people back to the cinema after the COVID-19 pandemic. They explore the insights and strategy behind this successful campaign and talk about the cinema experience, and how cinema is evolving.

Jane and Angel also delve into the cinema theaters as a channel and how it's evolving with programmatic advertising and discuss about the latest innovations in cinema theaters to make the cinema experience unique. Tune in now.

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Next Episode

36. How does using facial coding in ad testing help create better ads?

Using Facial coding with ad testing is how we measure emotional engagement people experience when watching ads.

In this episode of Future Proof, Jane Ostler, EVP Global Thought Leadership at Kantar talks to Graham Page, Managing Director of Media Analytics at Affectiva, and Deepak Varma, Head of Neuroscience Insights at Kantar North America, explain how our expressions can reveal our emotional response to advertising and why these emotions are such a powerful predictor of successful ads.

They discuss potential applications of the technology as part of a pre-testing programme, including how it can optimize the ad or create cut downs that will make ads more likely to go viral, more likely to be remembered and more likely to build short and long-term associations for a brand.

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