Future Proof podcast

Shaping the future of marketing, one conversation at a time.

Future Proof is Kantar’s flagship marketing podcast. Each episode explores the trends, challenges and opportunities shaping modern marketing — from brand growth and creative effectiveness to sustainability, media innovation and consumer behaviour.

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Shaping Marketing Effectiveness in 2026 with Google

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 csuite, the importance of unified KPIs, and why long-term effects remain undermeasured.