Insights by Kantar

🔥The final edition of 2024 is here! Discover: - 5 strategies to create ads that connect - How brands combine proprietary data with AI to gain market-leading product research, development, and testing - The top 5 recommendations for effective media and creative integration - The three behaviours that stop the loss to Private Label brands in customer spending slowdown - How McDonald's can beef up its growth strategy - Three questions to identify your brand’s strategic priorities for 2025 📈 Case study | How Dr. Scholl's expanded its brand footprint beyond first aid and footcare 📈 Case study | How Genomma Lab Internacional confidently reshaped and scaled their ad testing and optimisation approach with LINK AI on Kantar Marketplace 🎧 Podcast of the month:  Valuable lessons for Marketers from the success of Change Brands 👉 Join 114,000+ subscribers and stay up to date with the latest thinking from our experts - it's free!

Kantar Marketing Trends 2025 | Safety first: Generative AI has to reassure marketers This week Jane Ostler talks about how Generative AI brings opportunities and challenges for marketers. What do marketers need to think about in 2025 when using or considering Generative AI? Find out the answer and learn about our other 9 #MarketingTrends2025 to help you plan for next year’s marketing strategy https://loom.ly/UvN-pzc #MarketingTrends #Marketing #Marketing2025

Effective advertising needs to rely on a diverse selection of creative elements, and this is common across all generations. But how can you specifically reach Gen Z? Discover references and media habits, the surprising platforms they prefer for ads, how to engage with them and more so you can connect authentically with this influential generation. 👉 Read the full article here https://loom.ly/RJYvzA4 #GenZ #Marketing #ConsumerBehavior #DigitalMarketing #BrandStrategy #Advertising #MediaTrends

Consumers who are ‘forced’ by the cost-of-living crisis to try out Private Label brands (PL), won’t return to brands unless brands reward them with a better value/price equation. In what ways have brands pushed back against the rise of PL? Magnum and the LEGO Group used advertising to defend their price premium and gain back those who had got distracted by brand-alikes. Others (like Premier Foods) reigned in promotions or even redefined their prices at a lower level, like WRAY NYC. Many simply kept reinforcing their meaningful difference; like Mutti who refocused on quality (100% Italian tomatoes!) and ITALPIZZA SPA who never stopped innovating their flavour options. Read our three-step guide that will help you stop the loss to PL and even claw back your market share loss. Every #DiaryofACMO article presents actionable tips that will ultimately get your brand chosen (again). The concepts and the theory are deeply rooted in our #BlueprintForBrandGrowth: https://loom.ly/QJiGjDA Mary Kyriakidi Dirk V. Barry Thomas

The Co-Dependence Factor: Media and Creativity in Tandem In today’s fragmented digital landscape, integrating media and creative strategies is critical—but undeniably complex. While silos between media and creative disciplines persist, marketers must take the lead in bridging this gap to maximise advertising effectiveness. 🔑 Why is this integration so important? • Creative quality is the top element within a marketer’s control and the second biggest driver of advertising profitability. • Context matters: Ads placed in receptive environments have 7x the impact on brand perception (Kantar Context Lab). • Media fragmentation requires customisation: A TV ad may not work on YouTube or Facebook without adaptation. From media mix decisions to platform-specific creative, marketers need to test, evaluate, learn, and optimise. And when media and creative align, the multiplier effects are undeniable—driving ROI, brand growth, and campaign success. Discover 5 key recommendations to ensure media and creative go hand in hand https://loom.ly/va1Mttg #Marketing #CreativeStrategy #MediaEffectiveness #AdvertisingROI #ContextMatters #brandgrowth

Marketing Trends #10 Die Grenzen der Innovation verschieben Wir stellen fest, dass immer mehr Marken versuchen, neue Innovationsfelder zu erschließen, um ihr Wachstum zu steigern. Beispiele hierfür sind Oreo Cookie Factory und Ferrero, die auf Eiscreme umsteigen, um ihre Reichweite zu vergrößern, und Oral B, die nach neuen Wegen suchen, um ihre Präsenz im Badezimmer auszuweiten. Im Jahr 2025 werden wir mehr Marken sehen, die ihre Grenzen radikal erweitern. Marken, die in der Lage sind, neue Geschäftsfelder zu erschließen, verdoppeln ihre Wachstumschancen. Marken mit einer hohen Marktdurchdringung und einem hohen Wachstumspotenzial haben die Möglichkeit, ihr Geschäft neu zu definieren und neue Einnahmequellen zu erschließen. Erfahren Sie hier mehr zu den Marketing Trends 2025 👉https://lnkd.in/dbjgcAy2 Laden Sie sich hier 👉 https://lnkd.in/d4cGERb8 die vollständigen Marketing Trends 2025 herunter. #MarketingTrends #Marketing #Marketing2025 #MarketingTrends2025

Generative AI’s evolving capabilities challenge marketers to deploy it effectively. While 68% of marketers are positive about GenAI, 36% lack the necessary skills. And one of the areas to focus on is the reassurance that the training data the models are based on are trustworthy, relevant, and reliable. Learn more about this and our other 9 #MarketingTrends2025 to help you plan for next year’s marketing strategy https://loom.ly/UvN-pzc #MarketingTrends #Marketing #Marketing2025

Is your category really gender-specific or are you missing an opportunity with your male audience? 🤔 The exclusion of men from creative and media strategies is more evident in overtly gender-labelled categories. Brands have an opportunity to predispose more people by speaking directly to them: positive portrayals of men increase a brand’s chances of creative success with men and with women. Download the report now and learn how your brand can connect better with men: https://loom.ly/9TqV5hs #InclusiveAdvertising #Marketing #MeninAdvertising #Advertising #InternationalMensDay #MensDay #InclusiveMarketing

🚀 Unlock the power of creativity in marketing 🚀 For marketers, connecting with consumers has never been more critical. With endless channels and limited attention spans, breaking through the noise requires bold, creative strategies. Using our cutting-edge AI-powered solution, LINK AI, we analysed nearly 300 award-winning campaigns with Effie Awards Europe, revealing gold-winning campaigns excel by forging meaningful connections with audiences. They do this through 5 key creative connections: 🔥 Be courageous ⚡Use drama 💬 Authenticity counts 🔑 Reamin consistent 😂 Leverage comedy 📥 Download our booklet to dive into the inspiring case studies behind these key creative connections and discover how they can elevate your marketing strategy! 👉 https://lnkd.in/dukK8i3q #EffieAwards #CreativeEffectiveness #CreativeConnections #AI

SXSW is coming to London, and at Kantar we've been busy cooking up some amazing talks. Help us get on stage! The first one, wit the fabulous Meredith Smith, the incomparable Alberto Romano (Diageo) and our friends from Tinder, will be about the importance of socialising. Without socialising (and having communities), human beings don't thrive. If you'd like to see us talk about how consumers are evolving their socialising habits, and how brands can help shape this future - please vote!