Evidence-based reads | July 2024

How AI-powered concept testing can help you predict in-market performance ConceptEvaluate AI on Kantar Marketplace allows brands to get feedback on even more concepts in their constant quest to find new growth avenues. Discover how.

Diary of a CMO: What is The Blueprint for Brand Growth? It’s the newest thinking from Kantar that solves the chicken and egg dilemma of marketing. For the next few months, we will raise and answer everyday challenges faced by the modern marketer. The stories narrated in our ‘Diary of a CMO’ will help you navigate through our most recent data discoveries and prompt you to make objective data-led decisions for your business. Discover here

From payback to playback: How attention impacts media and creative effectiveness At Cannes Lions this year, beyond the main takeaways of AI, humour, commerce and DEI, there was still lots of conversation about the role of attention. Find out more

Paris 2024 offers brands an Olympic-sized opportunity The Summer Olympic Games are always a major marketing moment thanks to the way they combine elite sporting performance with entertainment, culture and community Learn More

Podcast of the month

In the latest episode of the Future Proof podcast, host Jane Ostler sits down with Mark Read, CEO of WPP , to discuss the current landscape of marketing and how brands can thrive. They dive into the key challenges CMOs are tackling, from economic turbulence to media fragmentation and the global versus local brand debate. Tune in

Webinar of the month

Join us for the global launch of the Brand Inclusion Index 2024 and get ready to have inclusion metrics at your fingertips. In this webinar we will showcase the power of the Brand Inclusion Index insights and celebrate the brands setting the gold standard in inclusive marketing. Watch on Demand

Chart of the month

The data for Netflix and its US competitors is shown in this chart comparing measures of Meaningful and Different from our most recent Kantar BrandZ study. The US accounts for around a third of all subscribers and over 50% of Netflix’s brand value based on Kantar BrandZ’s financial analysis of global revenues. Learn more

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