Beth Roed on LinkedIn: Decoding Attention: Five lessons to transform your creative (2024)

Kantar media experts Jane Ostler and Gonca Bubani will share new insights into the evolving media landscape.Register for the #MediaReactions 2024 webinar to find out: -which media environments marketers are looking to invest in more-the ranking of consumers’ most preferred media channels and brands-how perceptions of media channels and brands have changed -and much more…Register now: https://lnkd.in/eEmR7HvB#Marketing #Media

CMO: How do I convince the board that my marketing budget is indispensable? Kantar: You prove that your marketing actions add value to your brand. And to do that, you measure your brand’s equity and the impact of your equity to your business. The steps are three: 1.Measure the value of your brand. How meaningful, different and salient is it, how is it trending and how does it compare to its competitors? 2.Connect this to your business performance. Find out what kind of improvements will boost your sales and then start building models on that.3.Figure out the channels/marketing investments that will help you build your equity. As you align your marketing objectives to the business’s aspirations, always remember that your superpower is your unique access to the consumer. Read how Carol strengthened her team’s alliance with C-suite and walked out of the boardroom with more money than she went in for: https://lnkd.in/e5qt6Yzz #BrandPerceptionsMatter

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CMO: Got any other metrics? My CFO and CEO seem to be speaking their own language. How can I win them over? Kantar: Use Future Power. Show them that the better your Future Power is, the more likely your brand is to grow value share in the next year. If you look beyond the typical advertising metrics and connect your marketing objectives to the overall health of the business, you’ll seamlessly contribute to the financial discussions. And just like that, you’ll become part of the gang. Carol is the CMO of a medium-sized pet food brand. Read her story here: https://lnkd.in/gA5rhjYx#MarketingIsNotACost

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Brand Strategy Unpacked: Why brands need to localise.Localisation is a critical part of global brand strategy where cultural understanding is the foundation. But in today’s economic climate, brands face budget pressures to make their creative or product innovation stretch ever further. While consistency is key, brand strategy shouldn’t be ‘one size fits all’.Anja Milosavljevic, Brand Strategy Lead Kantar Singapore, unpacks why brands shouldn’t skip the crucial step of understanding local culture to adapt their brand strategy before entering new markets. Watch Anja Miloslavjevic talk about brand localisation.Download the full article (and more) in the Brand Strategy Unpacked digital booklet: https://lnkd.in/gnq-NKzP#BrandStrategyUnpacked #BrandStrategy Carol Horsley, Lindsay Gorton-Lee, Myles George

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🌟 CeraVe: a skincare superstar!CeraVe isn’t just a hot TikTok trend anymore, it’s a dominant force in the skincare market. Since the pandemic, the brand has rocketed to fame, and become a consumer must-have in daily skincare routines. I should know, I switched!🔎 Using our BrandDigital monthly tracker, which is powered by Google search data, we analysed nearly 10 million searches linked to 20 skincare brands in the UK over the last four years.By analysing branded search data, we can dive deeper into what resonates with consumers about CeraVe and why.📑 Find out more here: https://lnkd.in/eqGKF7N4Winnie Cheng Renita A. Coralie Storz-Hatier Rachael (Kyu-Ree) Kim Marisha Plaskocinski Ben Holland#Analytics #Cerave #Skincare #SearchData

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⚽The whistle blows on five weeks of testing nearly 100 ads from six countries, finally giving us a definitive list of the Best Ads of #EURO2024! This year’s ads captivated audiences across TV and Digital platforms with a dynamic blend of creativity, legendary football figures from Beckham to Bellingham, and popular celebrities like Danny Dyer. Brands across Europe showcased fresh perspectives, brand-centric storytelling, addressed pressing social concerns, and of course, made us laugh (thanks, Irn-Bru)! AG Barr Group LeithSo, without further ado, it’s time to award our winners. Based on their ability to drive long-term brand equity and shorter-term brand predisposition, the scores are: 🥇Hisense Italia (Italy) retains first place.🥈Uber Eats (France)🥉BURGER KING® FRANCE (France)👑 The UK champion: Hisense UK’s ‘Witness the Excitement’ But wait, there’s more! LINK AI testing reveals even deeper insights: 🏆 #1 Most Impactful EURO Ad✨ Top 10 Most Impactful Ads😁 Most Enjoyable Ads✅ Best Branded Ads🎓 Lessons for creating standout adsDownload our full-time report to find out: https://lnkd.in/ex-HssYQSpeed without compromise. The industry’s most complete view of creative effectiveness, harnessing next-gen AI-powered ad testing. #KantarEuroAds #KantarMarketplace #CreativeEffectiveness #UnitedbyFootball #EURO2024 Lynne Deason Leonie Gates-Sumner Dom Boyd Rachel Evans Amy Cashman Edu Aguado Sarah Hazlehurst Seth Hardcastle Victoria O. Mary Lumley Hannah Walley Helen Rowe Helen Pearson Dr Nicki Morley Emma Hargreaves Monique Kim-Gallas Adèle PALLIER Andreas Grotholt Louis Becu Marie-Julie Gibert Claire Marie Del Bon Jamie Anderson Angus Cameron Nicola Dambrosio Carlotta Donati AliExpress Fileni Montblanc adidas CHARAL McDonald's The Coca-Cola Company

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The battle for consumers doesn’t start in the aisles, it starts in the consumer’s mind. Or in the words of Sir John Hegarty, "A brand is the most valuable piece of real estate in the world, a corner of someone’s mind." Be inspired by Mary Kyriakidito put brand perceptions back at the core of your marketing strategy. She shares the newest thinking from Kantar that solves the chicken and egg dilemma of marketing. 😮🐥🥚 Read more in her article, "Diary of a CMO - Do attitudes drive sales, or do sales drive behaviours that lead to more sales?" in Bizcommunity.com here 👉 https://lnkd.in/eP-KPrQi #BrandStrategy #BlueprintForBrandGrowth #MeaningfullyDifferentBrands

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💡Marginal to Mainstream Innovation: How looking to the 1% could unlock your future brand growth 💡 Brands in today's world are often fighting for growth in the same places, thereis a need for someone to be bold and do something different. The next big trends always start in the margins of society.In this podcast, Dr Nicki Morley is joined by Dr Helen Edwards to discuss how the key to understanding growth is having a greater focus on consumers and the behaviours they find value in 🤍https://lnkd.in/e4fWt-6y

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A huge thank you to everyone who attended the #KantarBrandGala! and made the night a success. We are especially grateful to our special guest speakers for their insightful presentations throughout the night:• Edward Pilkington (Diageo)• Homi Battiwalla & Stephan Gans (PepsiCo)• Pernilla Winberg Babtist (Mastercard)We are proud to be an indispensable partner to 96 of the world's top 100 advertisers. Here's to continuing to drive brand growth through connection!Learn more about the Kantar Brand Gala and brand success stories that were discussed throughout the evening: https://lnkd.in/eBpJXsTNNote to self though - leave the high heels at home. How did I ever traipse around in high heels the whole day is a mystery to me now.

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