Articles & Opinion

The Trust Economy: Are you ready for the ride?

Brands are scrambling to shift from macro-influencers to micro-influencers, but the full potential of this trend has yet to fully unfold.

Building brands online is much more than clicks and views

Advertising plays a key role in shaping people’s perceptions and opinions about a brand. This impacts their decisions at the moment of purchase across all platforms and media.

How Consumer Insight can help break out of the comfort zone

Too many brands get stuck in a ‘comfort zone’ that prevents them from achieving growth. Read how Consumer Insight plays a big role in helping brands compete today.

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Brand Matters

Integrate and customise multichannel campaigns

The challenge in developing strong multichannel campaigns is to create enough familiarity in each element so it instantly links to the overall campaign, but enough novelty to create engagement independently.

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Brand Matters

People expect brands to get personal

With the rise of Artificial intelligence, machine learning, Blockchain and voice integration, the opportunities for brands to connect with consumers are huge.

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Brand Matters

China’s Brands are Globally Born to Run

If ‘Made in China’ makes you think of inexpensive, low quality goods, think again. Today’s young generation of global consumers – especially those in established markets – are becoming more positive.

How strong brands today prepare for the path ahead

What determines that todays strong brands will be strong brands in the future? Learn what a recent “Brands Ahead” study from Kantar TNS and Grey tells us in this article by Hartmut Scheffer, Kantar TNS.

German Engineering...

Reliability, Self-similarity and Iconography, and Substance over Appearance are three key properties that sets the German market apart from any other. Read the article by Christoph Prox, Kantar Added Value.

Building value for budget brands

Budget brands may have an advantage over their premium priced competitors but they should stay focused on brand building. Read more to learn how low-cost brands can use brand experience to demonstrate their purpose, and grow value.

Media & Digital Predictions 2018

Our experts weigh in on emerging trends in Media & Digital Predictions 2018.

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How Social Media Is Changing the Conversation

Gen Z is the digital generation but brands shouldn’t allocate 100 percent of budgets to digital – they need to find a balance and synergies between both digital and traditional

Is Digital Ad Testing Really That Different from TV?

Learn how marketers that are focusing on testing digital ads are building dynamic learning systems that will help increase ROI and drive future brand growth.

5 Rules for Creating Memorable Ads

Ads that are emotionally engaging and build memorable and lasting impressions are more effective than ads that merely deliver an explicit message. Deliver functional brand benefits creatively, and integrate the brand throughout the ad.

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What Will Marketing Look like in 2049?

The film, Blade Runner 2049 provides an interesting vision for marketing and brand communications in the not-so-far-off future.

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M&M Global

The Value of Taking a Risk

Both large and small brands are demonstrating the benefits of taking calculated risks. These can fail but in the long term what is more dangerous for your business? Moving forward or standing still?

To Take a Stand or Not to Take a Stand?

Brands are under increasing pressure to have a strong point of view on world events, but what should they consider before taking a side?

Getting Media Right

Top tips for marketers to maximise the effectiveness of their communications across channels.

5 Principles to Drive Brand Growth

In a world of 24/7 data, marketers can make fast and knowledgeable brand decisions to gain competitive advantage. Learn more.

Keeping Your Cool

Turning a disruptive product idea into a successful global brand. At what stage do you start building a brand?

7 Tips for Successful Digital Advertising

While digital ad spend has steadily been growing over the last decade, marketers are starting to challenge the effectiveness of their investments. Find out what we’ve learned from over 20 years of evaluating digital advertising effectiveness.