Two of our CX leaders are heading to Cannes in June with a big question for CMOs. "If experience contributes more to brand growth than paid media, why does it get a fraction of the attention?” Mark Chamberlain and Peter Aitken believe most brands are undervaluing their biggest growth lever: the experiences customers actually live. They're at Cannes Lions to make the case: 🔹 Hosting a roundtable with brand agency JKR on designing distinctive experiences that drive brand difference 🔹 Recognising a winning organisation with an Experience Power Award at Kantar’s Brand Blueprint Awards 🔹 Taking the stage with KFC and JKR to prove the value of distinctive brand experiences If you're in Cannes and want to talk about how experience can unlock growth for your brand, reach out to connect with Mark and Pete. Register now to reserve your space: https://loom.ly/gV_EaZg
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Kantar is the world’s leading marketing data and analytics business. We deliver the intelligence needed to power brand growth. We provide the signals that help organisations act quickly and confidently. We empower brands to make effective marketing decisions based on predictive evidence. And we help them craft powerful growth strategies rooted in the connection between consumers, brands and enterprise value. All this is powered by our uniquely robust human and synthetic data, our unrivalled IP, our AI-native platform and the team of global brand experts that bring this all together.
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Help shape the intelligence behind Media Reactions 2026. By sharing your opinion, you are contributing to a study that gives a unique view of the media landscape through the eyes of both consumers and marketers. The survey takes just 10 minutes to complete, and all responses are anonymous and confidential. As a thank you for taking part, you will receive early insights from the survey before the full results are published. 📋 Add your voice to Media Reactions and complete the survey by Tuesday 30 June 👉 https://lnkd.in/eFcKHQjt
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The May edition is here! Discover: - Download now | Kantar BrandZ Most Valuable Global Brands Report 2026 - Cannes Lions 2026 | Join us at the Kantar Content Studio - Webinar | Turn signals into decisions for smarter brand growth - Chart | From SEO to GEO: How technical hygiene became a growth lever - Chart | UNIQLO's quest for global closet share - Article | Creative insight, where decisions actually happen - Article | Sustainability in advertising: The power of bolder, braver decisions - Booklet | From AI noise to innovation clarity - Podcast | What happens to your brand when LLMs become the gatekeeper?
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In this episode of Sustainable Futures, Catherine David, CEO of WRAP, joins Jonathan Hall to share how businesses can accelerate circular living across systems, supply chains and everyday behaviours. From tackling food waste to redesigning business models, they discuss scaling what works and making circularity a driver of growth. Listen here: https://loom.ly/0TsQuT0
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What does it take for brands to be chosen by AI assistants? In our recent Expert Roundtable exploring how LLMs are reshaping brand discovery, Kantar's Ann Dunheva, Senior Consultant, Digital Analytics, shares actionable insights on what it takes for brands to stand out when AI assistants decide who gets recommended: • AI assistants prioritise sentiment, not just how often a brand is mentioned. High-volume brands can be overlooked if negative associations are present, while smaller brands with positive sentiment can stand out. • Social media success doesn’t always translate to AI recommendations. AI relies more on sources it can read and trust, like Wikipedia and review sites, rather than Instagram or TikTok. • To be recommended by AI, brands need to provide credible, consistent evidence from independent sources, not just self-promotion. • Top interventions for brands: 1️⃣ Strengthen your presence on LLM-readable, peer-reviewed platforms (e.g., Wikipedia, TripAdvisor). 2️⃣ Structure content around clear use cases and benefits so AI can easily infer relevance. 3️⃣ Cultivate real advocates: customer reviews and experiences are heavily weighted by AI ▶️Watch the full Expert Roundtable video: https://lnkd.in/e2xGAvGm 🎧Listen to the podcast: https://loom.ly/b1TsJro 📈Want to learn how AI is transforming brand growth? Connect with us for more on Kantar's BrandDigital AI signals, a new Kantar solution helping marketing leaders understand how AI recommendations drive brand choice today and brand growth over time: https://lnkd.in/ebpQtceT
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A great example of turning brand signals into impact. What’s been most powerful in this collaboration is a shared focus: ensuring the brand is clearly understood and consistently surfaced in AI-driven discovery, where decisions are increasingly being shaped. Congrats to the Philips team!👏
Still surreal to say this out loud: we were finalists at the European Search Awards 🇵🇹 🏆 Last week we flew to Porto with the Kantar team for the European Search Awards and honestly… I still haven’t fully processed it yet. For the non-marketeers here: the European Search Awards are basically one of the biggest European awards for digital marketing, search, content and online growth. So just being selected as finalists already means your work stood out among a lot of insanely strong cases across Europe. Our case: “Kantar & Philips – Best In Search category, (Large)” made it all the way to the finals. Did we want to win? Absolutely 😂 You don’t fly across Europe, spend months building strategies, dashboards, content plans, presentations, late-night calls and endless discussions about AI/search/consumer behavior without secretly hoping they call your name. Unfortunately, this time they didn’t. But weirdly enough, when I look back at the week, that’s not really what stayed with me most. What I’ll remember is sitting there with the team thinking: “Damn… we actually built something really special together.” I’ve been working in this industry for 10 years now, and I honestly think it’s more exciting today than ever before. Especially now that AI is completely changing the way people discover brands, products and information online. It genuinely feels like we’re watching the internet change in real time. One year ago, half of these conversations barely existed. Now entire strategy days are about AI visibility, AI answers, trust signals, discoverability and what the future of search even looks like. And being in a room with people from all over Europe who are all trying to figure that out together was honestly inspiring. Also: huge thank you to the Kantar team ❤️ Not only for the partnership itself, but also for all the brainstorming sessions, strategy discussions, laughs, chaos, airport stress, coffees, and “wait… I actually have an idea” moments throughout the trip. And yes… Porto was also just beautiful. Good food, almost no sleep, way too many ideas, and a brain that has been running at 300% ever since. Very grateful to have experienced this one. 🇵🇹 #AI, #Search, #SEO, #DigitalMarketing, #GenerativeAI #europeansearchawards #philips Ben Harris, Sofia Asdrubali, Nicole Moncrieffe, Winnie Cheng, Ana Paula Maia
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💡Gain first‑hand perspectives from the leaders behind some of the world’s most influential brands. CMOs are under more pressure than ever to make the right decisions faster. In this BrandZ interview series, Martin Guerrieria, Head of Kantar BrandZ, speaks with global brand builders about the signals reshaping their categories, the choices they’re making in response, and how they are building brands that deliver meaningful, differentiated growth in a fast‑moving world. 🔹Asmita Dubey, Chief Digital and Marketing Officer, L'Oréal 🔹Brett Hannath, Chief Marketing Officer, Intel 🔹Don McGuire, EVP and Chief Marketing Officer, Qualcomm 🔹Drew Panayiotou, Chief Marketing Officer, Keurig Dr Pepper Inc. 🔹Esi Eggleston Bracey, Marketing Leader 🔹Jonathan Adashek, SVP, Marketing and Communications, IBM 🔹Mark Weinstein, Chief Marketing Officer, Hilton 🔹Michael Manske, Chief Brand, Marketing and Communications Officer, Polestar 🔹Zhou Yunjie, Chairman and CEO, Haier Group ▶️ Watch on YouTube | 🎧Listen on Spotify | 📖 Read the report via the link in the comments
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For the fifth year, Kantar is partnering with the AACC and Media Figaro on the “Creativity is Business” initiative. Brand managers and creative directors will share insights into the performance of 10 French campaigns nominated for Cannes Lions. This session will be in French.
Creativity is business: France's most effective advertising
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Creator budgets are rising fast, but which bets will pay off? Cut through the noise with the latest learning on what makes creator-led marketing effective. Hear from well-known brands that have found success, using the right intelligence to make confident decisions that translate into more effective campaigns.
Creator-led marketing: from chaos to catalyst
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AI predicts; people validate. Join us to hear how Kantar pairs AI-driven diagnostics with in-market human measurement, backed by 250,000 creative tests and more than 100 billion human interactions, to decode the most impactful creative.
Creative Intelligence in motion
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