Mobile payments are poised to take off in Italy, but Fabrizio Andreose from Kantar argues that there is still a long road to a cashless nation.
With the digital sector powering the growth of advertising investment, Mauro Stoico from Kantar asks what the future holds for "traditional" media?
Robert Lietti from Kantar outlines how the lifestyle of today's children - those born after 2010 - will shape the consumer of tomorrow.
As physical and digital boundaries blur, Kantar's Cristina Colombo argues brands needs to learn to be more human. Find out what brands need to do to connect with consumers now the rules have changed.
Millennials today say that when they shop they want passion, surprise and expertise. But what does this mean for retail brands? Kantar's Roberta Lombardo discusses.
The digital era has brought with it an additional level of complexity for marketers as consumer trust is tested in the age of information. Kantar's Nicola Dambrosio shares his three lessons for effective advertising today.
Ecological and ethical production is no longer a German peculiarity but a European phenomenon, providing German marketers ideas for opportunities within their own market.
Marketers need to stay in the driving seat, using real-time data to optimise their marketing ROI.
With the rise of smartphones and mobile e-commerce, programmatic targeting and individualised mobile advertising are essential for brand success - but are our current levels of targeting enough?
The success of a campaign should be measured on whether it reaches the right people, but with an increasing number of channels how can we make sure we are targeting the right ones?
With increasing online video consumption in Southeast Asia, YouTube in particular shows great brand-building potential through its ability to maximise reach, build increased brand impact, compound campaign synergies and unlock greater efficiencies.
Clients are increasingly questioning the relevance of brand tracking, but it’s not because they don’t see the value of brands. Pierre Gomy explains how the latest updates can give you the insights you need to fuel long-term brand growth.
We are on the brink of a digital rebellion, in which consumers might increasingly reject many of the ways in which technology has come to rule their lives. It’s been a long time brewing.
Analysis of over 2,000 brands measured via BrandZ™ between 2014 and 2017 shows that fewer than one in 10 brands grew significantly. The key to success for those that did grow? One word: disruption.
The reality of digital now is that it pushes us to be ever more creative. But do not be fooled. Creativity is fascinating, but in the digital age it can be extremely violent.
You cannot disrupt the status quo if no one knows what you have to offer. Disruptive brands do not advertise, the pundits say. They don’t have to; the media are more than happy to promote them. But, once they become established or the competition catches up, they too turn to advertising.
Being agile has helped many brands keep up with the times, but as the average lifecycle of a brand accelerates building an iconic brand becomes harder and harder. Bram van Schaik explains the key to striking the balance between innovating and staying true to your brand’s core purpose.
Being a purpose-led business is no longer an option, it is essential for your brand to survive. Robert-Jan Dhond explains how to take your business’s purpose from a part of your strategy to part of a wider movement alongside your consumer.
The Netherlands has historically been a place for the savvy businessman to invest – but is this still the case? Hugo Shurink explains how the country is ready for the future.
In an age where algorithms and new technologies are making buying decisions for consumers, brand is increasingly important. Erzsi shares the three key branding principles to ensure your brand survives the digital age.