What does it take to keep a 180‑year‑old brand relevant for the next generation? In the latest episode of Future Proof, Jane Ostler is joined by Kristy Keyte, CMO of Penfolds, to unpack how disciplined brand strategy is driving long‑term growth in a volatile world. From reframing Penfolds as a luxury brand, to building salience at the point of choice and strengthening pricing power, Kristy shares how clarity and rigour are shaping better decisions across the business. Listen here: https://lnkd.in/eaNacZ-3
Kantar
Pesquisas de mercado e de opinião pública
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Sobre nós
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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http://www.kantar.com
Link externo para Kantar
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- Pesquisas de mercado e de opinião pública
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- + de 10.001 funcionários
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- London, England
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- Empresa privada
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- market research, consulting, insights, analytics, health research, polling, surveys, brand tracking, media effectiveness, audience measurement, brand strategy, customer experience e innovation
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What does the World Cup reveal about building brands that endure? Beyond spectacle and scale, the world’s most powerful sporting brand demonstrates how intelligence, consistency and long‑term investment create sustained advantage. In this article, Martin Guerrieria, Head of Kantar BrandZ, explores what business leaders can learn from the World Cup about building brands that perform under pressure and keep winning over time. 📖 Read the article now via the link in comments. Join us on 14th May for Kantar BrandZ’s Global Webinar, as we reveal the 2026 Most Valuable Global Brands and explore what it takes to build brands that grow. 📅 Register now: Kantar BrandZ Intelligence Live: How the world's most valuable brands win: https://lnkd.in/eQJPX95w
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🍫What a ‘treat’ means today has shifted, and it matters for brands. Treats are no longer just impulse buys. For many people, they’ve become rituals and experiences that help them emotionally reset. Treatonomics Rewritten explores this shift, the latest report in our Winning in Culture series. Drawing on cultural intelligence, we explore how treating has moved from indulgence to emotional infrastructure, why rituals and experiences are replacing possessions as cultural signals, and how culturally vibrant brands can build Meaningful Difference and unlock growth. Our culture experts, Caroline Olesen and Hari Blanch Bennett, explain what’s changed, and why treating is now less about the thing itself and more about the feeling it delivers. 👉Download Treatonomics Rewritten: https://lnkd.in/eb7DmBJ6
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The Kantar Advertising Effectiveness Awards celebrate the best advertising from around the world based on consumer's reactions. With the spotlight on the combined power of creative and media intelligence, they showcase work that proves effectiveness emerges when creativity and context work together to drive brand growth. 📘 Download the booklet to explore the winners and what set them apart 👉 https://lnkd.in/eA5fSZb6
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Up to 40% of brands aren’t mentioned at all in AI‑generated answers, depending on category. And when brands do appear, the story AI tells isn’t always the one that marketers intended. AI assistants are now shaping brand choice, quietly, at scale. That’s why we’re launching BrandDigital AI signals, to help you understand how AI assistants interpret, frame and recommend brands and what that means for short- and long-term growth. Turn your brand’s meaningful difference into AI advantage. 🔗Request a demo: https://lnkd.in/ebpQtceT ▶️Watch the expert roundtable video exploring how AI is influencing brand choice and what CMOs should do next: https://lnkd.in/dg9E5tW3
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𝐊𝐚𝐧𝐭𝐚𝐫 𝐑𝐨𝐦𝐚𝐧𝐢𝐚 30: 𝐭𝐫𝐞𝐢 𝐝𝐞𝐜𝐞𝐧𝐢𝐢 𝐝𝐞 𝐢𝐧𝐬𝐢𝐠𝐡𝐭-𝐮𝐫𝐢, 𝐨 𝐬𝐢𝐧𝐠𝐮𝐫𝐚 𝐯𝐢𝐳𝐢𝐮𝐧𝐞 Săptămâna trecută am sărbătorit cu emoție 30 de ani de Kantar România alături de oameni care ne-au fost aproape de-a lungul acestui drum. A fost o seară specială, în care ne-am uitat atât înapoi, cu recunoștință, cât și înainte, cu încredere. Daniel Enescu, fondatorul vizionar, ne-a vorbit despre curajul începuturilor și despre spiritul care a stat la baza acestei povești. Carmen Patrascu, Managing Director, a vorbit despre Kantar România de astăzi și despre felul în care transformăm insight-urile în valoare reală pentru clienții noștri. Ben Ballensiefen, CEO Kantar CEE & Germany, a conturat perspectiva asupra viitorului și rolul deciziilor de business într-o eră definită de AI și schimbare accelerată. Punctul culminant al serii i-a aparținut 𝐎𝐚𝐧𝐞𝐢 Pellea. Reflecția sa autentică ne-a reamintit un adevăr fundamental: datele și tehnologia își ating valoarea supremă doar atunci când sunt însuflețite de o înțelegere profundă a oamenilor. Mulțumim tuturor invitaților, clienților, partenerilor și colegilor care ne-au fost alături. Seri ca aceasta ne reamintesc de ce facem ceea ce facem și ne dau energia de a privi înainte cu aceeași curiozitate și pasiune!
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Durante años, las marcas han buscado descifrar qué convierte a una campaña en un verdadero éxito. El estudio El Secreto del Oro 2026, “The Best of the Best”, realizado por #Kantar en conjunto con la Alianza por el Valor Estratégico de las Marcas (AVE) y presentado en la Universidad Panamericana, ofrece nuevos insights en esta edición. El análisis de 228 campañas ganadoras con apoyo de la herramienta LinkAI, alimentada con más de 160 mil piezas creativas, revela los factores que convierten ideas extraordinarias en resultados contundentes: 💥Verdades humanas como motor de conexión: el 88% de las campañas Oro nacen de insights profundos que transforman tensiones reales en creatividad con impacto. 💥Relaciones de largo plazo: las campañas premiadas reflejan vínculos sólidos entre agencias y marcas, con un promedio de 6 años de colaboración. 💥 Creatividad al servicio del consumidor: el 79% de las campañas Oro amplifican beneficios reales para las personas, más allá de atributos técnicos. 💥 Procesos claros y repetibles: las ideas relevantes se convierten en predisposición de marca y valor de negocio cuando se amplifican estratégicamente en cada punto de contacto. Las ideas extraordinarias no son azar, sino procesos claros y repetibles que generan predisposición de marca, notoriedad y valor tangible de negocio. #Creatividad #Publicidad #Marcas
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At Consensus Miami, Kantar's Lindsey Dickman will be joining Christine Lane (The Female Quotient), Natasha Madan (Intuit Credit Karma), and Jennifer Styles (Symphony) to talk about what leadership actually looks like when decisions accelerate and digital identity reshapes how people experience technology. Speed is not the differentiator. Judgment is. And judgment depends on the kind of human intelligence that data alone cannot supply: empathy, cultural fluency, and clarity under pressure. If you're at Consensus Miami, join us on May 5 at 3:10PM at the Convergence Stage. Learn more here: https://lnkd.in/eQCjMg74
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How do the world’s most valuable brands win - and keep winning? CMOs need more than data, they need an intelligence advantage. Kantar BrandZ Intelligence Live brings together exclusive insight from the 2026 Global Top 100 and Kantar’s next‑generation frameworks to help leaders act with confidence. You’ll gain: 🌍A first look at the Kantar BrandZ Global Top 100 2026 📈Insight into how Signal, Decision and Strategic Intelligence shape high‑performing agendas 💡Live case studies from the brands rewriting the rules of growth 👇Reserve your place (link in comments)
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In a recent webinar, Kantar’s qualitative experts, Tara Prabhakar and Shalini Mukerji, explored how brands can uncover richer human stories to better understand what really drives decision making, at speed and at scale, even with hard‑to‑reach audiences across markets. They uncovered how our new qualitative solution, Kantar Converser, helps brands move beyond surface‑level signals to uncover the deeper motivations behind choice and behaviour. For example, The HEINEKEN Company used it to get closer to real decision moments through AI‑moderated, one‑to‑one conversations. By hearing directly from people, the research provided in depth insights at scale to inform more confident choices. Built on decades of qualitative expertise and Kantar’s unrivalled IP, Kantar Converser turns real human insights into clear strategic intelligence, helping brands grow and make smarter decisions in the AI era. ▶️ Watch the webinar on demand to learn more👉https://loom.ly/E1m4LEI
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