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You Win or You Learn: How Carlsberg Is Innovating in the Age of AI
In this Cannes special episode of Future Proof, Dr. Nicki Morley is joined by Marcella Wiwe, VP Marketing Denmark at Carlsberg Group, to explore how AI is changing the way brands innovate. From accelerating innovation cycles from months to days to identifying growth opportunities through consumer insight and real-world testing, Marcella shares how her team is using AI, experimen...

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What Can Marketers Learn from TikTok's Growth Engine?
In this Cannes special episode of Future Proof, Jane Ostler speaks with Dina Liu, Global Head of Brand Product Marketing at TikTok, about how AI is reshaping brand discovery and growth. From creator-led marketing and AI-powered content recommendations to the challenge of building salience in a fragmented media landscape, Dina shares how TikTok is helping brands stay relevant in ...

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Tentacles of Excellence: Why is Managing Customer Experience Even More Important for Brands Today?
In this Cannes special episode, Jane Ostler talks with Charlotte Snelgrove from Octopus Energy (winner of the Blueprint for Brand Growth Experience Award 2026) and Peter Aitken from Kantar about the connection between customer experience and brand growth. From building a culture of agility to staying close to customer needs in an increasingly AI-driven world, they share practica...

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The Goodness of Milk: How Arla Foods use Intelligence to Spark Innovation and Find Growth

In this Cannes special episode of Future Proof, Dr Nicki Morley sits down with Michael Swaisland, Vice President of Consumer Intelligence and Marketing Transformation at Arla Foods, to discuss how curiosity, consumer understanding and AI can work together to drive innovation. They explore turning insights into action, identifying the right growth opportunities, and why human ...


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Could Context Replace Identity in Marketing?
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