How Disruption Can Fuel Brand Growth, highlights 8 steps conventional brands can take to drive growth, and explores success stories that demonstrate a range of strategies which have led to growth for brands across different categories. While every brand can't be an Amazon, Netflix or Airbnb, just a 1% change in market share for an established brand can deliver significant growth. Learn more
Our latest AdReaction report includes insights from a 45-country consumer survey, and highlights steps for success in developing successful multichannel marketing campaigns.
In a world of 24/7 data, marketers can make fast and knowledgeable brand decisions to gain competitive advantage. Learn more.
This reports outlines 5 Principles for creating successful ads that will drive sales and brand growth.
As marketers diversify their media allocation across more and more channels, they’re looking for a holistic view of their advertising and media effectiveness. Read the new report to learn what advertisers, agencies and media companies are thinking.
Cinema has proved to be a powerful and emotionally engaging medium for brands in Australia. Read 5 tips on the effectiveness of adding cinema ads to the media mix.
While there are many routes to successful advertising, storytelling can be a powerful form.
Ads that tell a story tend to generate stronger emotional responses, and stronger cut through. But to be effective, their structure needs to emphasise the brand, and the intended impressions.
Link for Video, Kantar Millward Brown’s new creative development solution uses neuroscience, behavioural and survey measures to evaluate the power of video developed for TV both in its evolving form and digital contexts.
Programmatic adoption continues to soar globally, but it hasn’t yet realised its entire brand building potential against upper funnel metrics like awareness and communication. Marketers need to adopt best practices for campaign planning and measurement to maximize returns.
The Generation Curious research report explores consumer curiosity in a digital and mobile world. Learn how marketers can modify their approach to access consumer curiosity in ways which are accepted and even welcome.
Disruption is driving transformation across many business solutions and brand tracking is no exception. Read our latest paper on the digital transformation of tracking.
AdReaction: Engaging Gen X, Y and Z is the first global study to reveal Gen Z’s behaviours, attitudes and responses to advertising to help marketers understand the similarities and differences between the generations and how to effectively engage them.
Learn how connectivity is changing the behaviour of people online across 57 countries. Explore Kantar TNS’ annual Connected Life study to learn the latest about media consumption, brand engagement touchpoints, eCommerce drivers, social media and more.
Kantar Millward Brown has long argued that strong branding is a prerequisite to successful advertising. If advertising associations don’t easily come to mind when consumers think about the brand, the advertising is less likely to have an effect. Yet, even worse, weak ads can actually benefit competing brands.
Big brands invested heavily in marketing initiatives for the Rio 2016 2016 Olympic Games. Estimates indicate that global Olympic sponsorships cost marketers upwards of $200 million. This report evaluates generational consumption of the Rio 2016 Olympic Games in the US, and examines the impact of Olympic marketing in terms of both ad spend and creative best practices.
The appeal of TV advertising has been its quick and efficient reach of broad target audiences. Today’s connected consumers are very different due to the rapid rise of mobile internet usage and the increase video consumption. Consumers now watch a staggering 8 billion video views per day on Facebook alone. Channel choice and investment decisions have become critical for marketers and media buyers. Read the report.
Millward Brown measured the Brand Power of the U.S. presidential candidates as they would any brand – on the basis of their Meaning, Difference and Salience – and compared performance with 100,000 commercial brands in the BrandZ brand equity database. The study explores each brand’s Power and their similarities with consumer brands.
Although marketers are more confident in the use of big data, challenges remain around understanding shifts in consumer behavior. A clear picture of the touchpoints that influence consumers along their decision journey will help brands determine the right media mix to reach them. Getting this right will be critical for success in today’s connected world.
After decades of isolation, there are clear signals that significant change is under way in Myanmar. People will likely move quickly from limited internet access to a nation of mobile-connected consumers. We can only imagine what these kinds of evolutionary jumps might mean. GDP is forecast by the World Bank to reach 7.8 per cent in 2016, and 8.5 per cent in 2017. By 2020, Myanmar is forecast to have a middle class of over 10 million people. The new BrandZ™ report from WPP and Millward Brown shows there is clearly early mover advantage for brands entering Myanmar now.
The right celebrity, used in the right way, can undoubtedly be a powerful asset for a brand. But using a celebrity doesn’t guarantee effective advertising. Overall, there’s very little difference between the performance of ads with celebrities versus those without.