How AI is transforming marketing to help drive brand growth
Artificial intelligence is transforming the marketing landscape at an unprecedented pace, making it essential for survival in today's competitive market. By 2025, AI will revolutionise marketing through automation, personalisation, and decision-making.
Don’t risk being left behind: Join the AI Innovators Summit to learn how to leverage AI for competitive advantage. Our event brings together industry leaders and Kantar AI experts to explore key trends, applications, and future directions in AI marketing.
- Stay Competitive: Learn how AI is transforming marketing.
- Unlock Growth: Discover the latest AI trends and applications.
- Mitigate Risks: Understand challenges and best practices for AI adoption.
Secure Your Spot Today and ensure your business remains at the forefront of marketing innovation.
Four unique sessions to focus on
Register for all four session or only for the once you are interested in. Don't miss this opportunity to transform your marketing measurement approach with AI.
| GenAI in Marketing: Fear or FOMO | Exploring the impact of AI on the marketing organisation. |
| From Concept to Creation: How AI transforms every stage of creative development | Discover how AI is reshaping every stage of the creative development process, from concept ideation to final execution, enabling brands to unlock unprecedented levels of innovation and effectiveness in their marketing strategies |
| Innovate or Imitate: Cutting through the hype of AI ideation | Use AI to explore new spaces by examining how businesses can effectively navigate the noise and hype surrounding artificial intelligence to foster genuine innovation and drive impactful results. |
| The New Era of Marketing: Leveraging AI for Effective Performance Measurement | Explore how AI is revolutionising marketing performance measurement, enabling businesses to make data-driven decisions, optimise strategies, and significantly improve campaign effectiveness. |
AI for brand growth
The exchange of thought leadership and ideas that this event facilitates helps us come together to find solutions to common challenges and encourage new conversations that are imperative to our industries, and the role of AI. Get in touch to discover how Kantar can assist you in implementing AI solutions in your business.
Data Meets Creativity
The biggest open night for the creative industry
Join us for the first ADNIGHT BXL
We are thrilled to invite you to ADNIGHT BXL, where Kantar's brand and creative experts will explore the connection between data and creativity. This event will showcase how consumer insights and AI can inspire and enhance the creative process. It’s all about blending data with imagination to create work that truly resonates.
Join us where data meets creativity
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NEEDSCOPE AI - Demo session Put your positioning skills to the test! Use your creativity to design an ad and align the correct emotion to it.
Our demo stand is open: |
| LINK AI - Info session Secrets behind ideas that work: A Belgian Brew of Creativity
Time your visit for our speaker session: |
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New Opportunities with the 2025 Sustainability Sector Index
Contact us to get the new Belgium results you need!
Sustainability offers new opportunities to connect with consumers, create competitive advantage and drive long term value creation. Consumers have a different approach to sustainability in each sector and market, there is no one-size fits all solution for a brand sustainability strategy. Delve into the nuances between consumers sustainability values and behaviours across different sectors with our just launched 2025 Sustainability Sector Index that will show you where to play to make your sustainable transformation a success.
In 2025, the Sustainability Sector Index offers a consistent foundational understanding of sustainability in 42 sectors, across 22 countries around the globe, with insights collected from 23,000 interviews. The insights are designed to allow you to build, or sense check the foundations of your brand sustainability strategy and activation plan to make sure that it is consumer relevant.
Kickstart your sustainability journey with our conference this Thursday
The event will comprise four 30-minute webinars across a range of timeslots to accommodate a global audience. Note: If you can't attend, register to watch on demand.
Discover the power moves that will help you build resilient Brands in 2025 and beyond.
We know from our recent study that emotional connections can elevate your brand and command a price premium. However, only 15% of brands get it right. Why?
- Common questions we often receive are:
- Why is emotion so important for Brand positioning?
- How can I find smarter assets to invest in?
- What can brands do to convert short term gain to long term wins from brand collaborations?
- How can you supercharge your brand connections?
We have combined all answers in a data-packed Masterclass series on Brand Strategy launching on Wednesday 26 February. All you have to do is making sure you sign up, to receive them directly in your inbox on this date.
Sign up to the free Masterclass
We're bringing you three video lessons on Brand Strategy
- How to build emotional brand connection and command a price premium
- Smarter ways to use distinctive brand assets to achieve Brand Equity and Salience
- Super charging growth - the power of strategic brand collaborations
If you sign up today, you’ll receive the links to the video lessons, led by world-renowned Kantar brand experts - directly to your inbox on 26 February.
Elevate Your Marketing Game with Kantar's Expert Insights
We look forward to helping you unlock your brand's full potential through our Brand Strategy Masterclass. Together, let's shape the future of your brand.
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Machteld Andries |
Sustainable Brand Growth conference
Only a few brands have successfully earned consumer trust when it comes to sustainability, and yet more and more people are looking for action from businesses. This is a space where marketers need to deliver on consumer demands if they want to maintain relevance and drive growth.
Kantar’s annual conference on sustainability will provide what you need to know to help your brand drive value in 2025. The sessions will deliver key insights on leveraging sustainability as a growth driver, equipping you with concrete strategies to operationalise sustainability effectively and build stronger, more trusted brands for the future.
The event on Thursday, February 20, 2025 will comprise four 30-minute webinars across a range of timeslots to accommodate a global audience.
APAC session: 5 AM GMT | 1 PM Singapore
EMEA session: 9 AM GMT | 12 PM Nairobi
Americas session: 5 PM GMT | 9 AM Los Angeles
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Be ready for the next festive season
56% of respondents mention they look forward to watching Christmas advertisements
As we bid farewell to the festive season, let's take a moment to celebrate the best Christmas ads of 2024 from Belgium. These ads brought warmth and joy to our screens, capturing the true spirit of the holidays.
In Belgium, the retail industry has been particularly active with its Christmas campaigns. We tested ads from notable brands such as Kruidvat, Bol, Carrefour, Colruyt, and Carglass, highlighting the variety and creativity in holiday storytelling.
Relive the magic and see which ads captured the essence of Christmas in Belgium!
Kantar Marketplace: Delivering insights at the speed of business for year-round success.
Get in touch with our creative experts and explore powerful tools from Kantar, including LINK+, LINK AI, BrandDynamics and LIFT+. More than just ad testing, we offer expertise you can trust, backed by the industry's most comprehensive view of campaign effectiveness.
Marketing moves fast. You need a creative testing tool that can keep up with your needs.
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LINK AI takes the guesswork out of advertising ROI by allowing you to screen content that would normally go untested. Using learning from Link, the world’s largest normative advertising database, and Artificial Intelligence, the system predicts how a typical sample of consumers would rate the ad in a survey. LINK AI provides reliable creative intelligence in as few as 15 minutes. |
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Discover mission-critical strategies to reclaim your advertising power in the AI marketing revolution.
The advertising world is on the brink of a monumental shift, with AI projected to generate up to 90% of online content this year. This evolution presents both a challenge and an opportunity.
At Kantar Marketplace, we understand the value of human creativity in an AI-driven landscape. That's why we've developed a creative playbook to help you create captivating campaigns that truly connect with your audience.
Discover this playbook, which is brimming with strategies and insights on harnessing the power of AI while preserving the unique human touch that defines your brand.
In today's fast-paced world, staying ahead of trends is crucial for success. Interested in more after reading this short extract? Read the full article now.
Ready to elevate your game?
Unlock the power of AI in content creation with three key strategies from Kantar data. The core principles of great advertising remain steady. While some tweaks are necessary, successful brands prove you don't need to overhaul your approach for new tech to reach your audience.
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As a marketer, you know the importance of these three key advertising strategies. Master them in the age of AI to lay the foundation for meaningful difference and predispose more people to your brand.
In today's fast-paced world, staying ahead of trends is crucial for success. Interested in more after reading this short extract? Read the full article now.
We look forward to supporting your success in this new era of creativity.
Request your Kantar Marketplace demo or get in touch to catch up on the latest developments and take control of your creative future in the age of AI.
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Isabelle Mérillou |
Harness predictive insights to reveal trends, uncover hidden consumer motives, and ignite innovation across industries
In today's data-driven world, staying ahead is crucial. Traditional survey and sales data have limitations, so brands must explore alternative data assets to understand the evolving consumer landscape.
Search data offers unparalleled insights into consumer behaviour and preferences. By mining the world’s largest database of interest and intentions - search queries - businesses can uncover trends, identify emerging needs, and tailor their strategies for more effective campaigns and innovations.
Enter TrendEvaluate, Kantar’s groundbreaking tool that combines AI and advanced digital analytics to identify consumer trends before they even happen.
Putting TrendEvaluate to work for the food industry
The food industry has evolved from artisanal production to large-scale mechanisation, making food more affordable and accessible, but also introduced new nutrition and safety challenges. Today, digital advancements like AI and data analytics drive innovation, meeting consumer demands for transparency, sustainability, and health.
The rise in searches for Ashwagandha and Cortisol highlights a growing interest in stress relief and holistic health. Consumers are curious about Ashwagandha's benefits, including anxiety reduction, improved sleep, and reduce fatigue. Understanding these nuanced motivations can help brands innovate and tailor their communication strategies effectively.
Concerns about weight and body composition are longstanding, with diets evolving over time. Probiotics and prebiotics have gained popularity for their health benefits. Now, consumer interest is shifting towards the microbiome, disrupting the precision nutrition space and offering brands new growth opportunities.
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The rising interest in Tirzepatide and Semaglutide reflects a shift in consumer attitudes towards diet and health. For brands in the food and diet industry, this shift presents both challenges and opportunities. There is an opportunity for brands to innovate in a way that caters to the needs of consumers using these medications. |
In today's fast-paced world, staying ahead of trends is crucial for success. Interested in more after reading this short extract? Read the full article now.
Find future growth spaces with the power of consumer search data for your industry
- Deep Consumer Insights: TrendEvaluate digs deep into consumer preferences, revealing current and future trends.
- Reinvigorating Core Offerings: Aligns brands with emerging trends to refresh their products.
- New Use Cases: Identifies cross-category opportunities, expanding product relevance.
- Breakthrough Innovations: Unravels signals for game-changing moments, helping brands innovate effectively.
With TrendEvaluate, we can identify the latest emerging developments that will begin to shape the future of your industry.
How can you discover hidden opportunities for innovation that truly meet consumer needs?
Stay ahead of trends with TrendEvaluate, your strategic compass for understanding consumer behavior. Leverage its predictive insights and cross-category data to make informed decisions and outpace the competition. Contact me today to transform your business with data-driven insights!
Unlock the future of your brand—let's start the conversation!
How can marketing evolve to support a sustainable future?
For marketing to be compatible with a sustainable future, we must leverage our creativity and storytelling power to help take consumers and our internal functional counterparts on the sustainable transformation journey.
In this one-hour webinar, we will give an overview of the Three Principles for Progress from Kantar and WFA's new Creativity into Action Playbook launching in January 2025.
Join us to learn how leading brands are using creativity to harness the potential of the sustainable transformation of marketing. You will hear from:
- Ozlem Senturk (Kantar) and Michelle McEvoy (WFA) on key insights from Sustainable Marketing 2030.
- Ketan Mohile on how Vodafone built a vision of sustainable living for their category and activated sustainable behaviour change through their ‘Home of Trade in’ campaign.
- James Prentice on how Arla Foods used the art of storytelling to drive the value perception of Arla’s sustainability journey through the Arla ‘Discover Your New Self’ campaign in Germany.
- Toby Foy on how eBay leveraged the cultural phenomenon, Love Island, to make sustainable choices aspirational for consumers.
Session 1: Tuesday, 14th January, 10am
Session 2: Tuesday, 14th January, 4pm
Sustainable Marketing 2030 includes a circular marketing framework that reimagines marketing’s role within the business and its ability to drive growth in a way that is compatible with a sustainable future.
If you're passionate about exploring the intersection of sustainability and creativity, let's connect!
Together, we can delve into how innovative thinking can drive sustainable solutions and how sustainable practices can inspire creative breakthroughs. Reach out to discuss how these two powerful forces can work hand in hand to create a better future. Looking forward to our conversation!
We hope you had a wonderful Christmas! As we continue to celebrate the festive season, we wanted to share some delightful insights from Kantar's review of the best Christmas ads in the UK for 2024. For over a decade, Kantar has been highlighting the magic behind successful holiday advertising. This year's ads are no exception, bringing joy, laughter, and a touch of nostalgia to audiences.
While these insights come from the UK, the principles of creating memorable and impactful ads are universal. We believe that understanding these trends can inspire us all to craft even more engaging and festive campaigns in the future.
To keep the festive spirit alive, we encourage you to watch these Christmas ads and see how they make you feel. It's a great way to stay in the holiday mood and perhaps find some inspiration for your own creative endeavours.
Three main focus points from Kantar's review of the best UK Christmas ads for 2024:
- Creative Effectiveness: Successful ads balance emotional storytelling with clear brand messaging. Ads that evoke strong emotions, such as joy, nostalgia, or humor, tend to perform better.
- Brand Consistency: Maintaining distinctive brand assets and a consistent brand voice across campaigns helps build long-term brand equity.
- Humor and Festivity: Ads that incorporate humor and festive elements are particularly effective in engaging audiences and creating memorable experiences.