Kantar Inspiring Growth | February 2025
Launching a product is just the beginning – but do you know what’s driving success or holding you back? Understanding the "why" behind post-launch performance is the key to maximising impact and future-proofing your strategy. With industry experts and guest speakers, you will learn all about what makes or breaks a product launch, how to overcome missteps and pitfalls, and most importantly, how to leverage post-launch insights to course-correct quickly and sustain future success.
This event will be LIVE at 3pm GMT / 10am EST. Register here
From Data Sorting to Competitive Edge: How Large-Scale AI Models Are Powering Next-Gen Insights
The computational capabilities, technical innovations, and latest advances in AI delivering marketing-leading research and insights. Read more
GenAI in Marketing: Fear or FOMO?
The latest report in the Capability Curve series, GenAI in Marketing: Fear or FOMO, is the result of an in-depth qualitative study interviewing over 50 marketing and capability leaders (CMOs, Marketing Directors, Capability Leads) worldwide to zoom in on the key challenges and best practices for fully leveraging the potential of GenAI. Read more
The commercial value of a strong brand is clear. Organisations which invest in their brand equity deliver better results for shareholders, are more resilient in times of crisis, and consistently outperform indices like MSCI World Index and the S&P 500 in the long term.
Kantar’s Meaningful Different and Salient (MDS) Framework bridges this gap, measuring the value of brand equity accumulated in the minds of consumers: its impact on penetration and market share, on willingness to pay, and on future growth potential. It is this framework which underpins Kantar’s approach to shaping brands’ futures.
And the MDS framework now has the added accolade of being fully certified by the Marketing Accountability Standards Board (MASB), the independent reviewer of marketing metrics.
Spain’s most valuable brands post highest ever annual growth of 15%
This performance reflects the buoyancy seen in the Spanish economy, with inflation coming down and GDP significantly outperforming the EU average. Read more
Over the past few years, performance-based marketing has seen huge growth. But here’s the twist—research shows that businesses that thrive long-term are the ones who truly master brand value.
For brand marketers, this is exciting news! There’s so much to learn from performance marketers that can supercharge brand growth.
Nicole Sitar Jones, Kantar’s Chief Media Commercial Lead, and Ryan Brendle, Global Director of Marketing Sciences at Reddit, explore how brand marketers can apply performance marketing techniques to boost brand value and drive revenue. Tune in
CASE STUDY | Helping Twinings with end-to-end creative development
How to ensure success from idea to finished film; Early-stage development combined with optimisations through LINK+. Read more
"Kantar have been an amazing partner for us along this creative pre-testing journey. From idea evaluation to animatic and finished film optimization. Their well thought out recommendations were able to ensure we had a strong, powerful and well branded ad that is authentic to the Twinings brand and meets our strategic objectives. This pre-testing process has been praised by the global Twinings business.” Louisa Beard, Insights Manager, Twinings
The security shift: How consumers are navigating uncertainty through their searches
Exploring how search data uncovers the changing needs of consumers and where brands should innovate next. Read more
Global streaming disruption: investment in sport and ad tiers reshape the market
Prime Video leads Q4 gains in new subscribers as Apple TV+, Netflix and advertising innovation drive engagement. Read more