Our CEO of Americas Jeff Greenspoon joined ADWEEK House at CES 2026 to tackle the age-old question: Should brands stay consistent or innovate? His answer, backed by 20 years of Kantar data: Both. Our data shows brand consistency drives 111% growth advantage, while 71% of growth comes from disruptive innovation. The key to success is assessing your brand through three core factors: Meaning – Emotional connection with customers Difference – Standing out from competitors Salience – Being present and memorable "If you go through that logical step, you actually have a blueprint to grow your brand in a way that can still live true to who you are," Jeff explained. Thank you to Will Lee (ADWEEK CEO) and Don McGuire (Qualcomm EVP, CMO) for a great conversation. Read the full article in ADWEEK for more insights: https://loom.ly/6gQgkYM #KantarAtCES #CES2026
About us
Kantar is the world’s leading AI-native marketing data and analytics business and an indispensable brand partner to the world’s top companies. We combine the most meaningful attitudinal and behavioural data with deep expertise and advanced analytics to uncover how people think and act. We help clients understand what has happened and why, and how to shape the marketing strategies that shape their future.
- Website
-
http://www.kantar.com
External link for Kantar
- Industry
- Market Research
- Company size
- 10,001+ employees
- Headquarters
- London, England
- Type
- Privately Held
- Specialties
- market research, consulting, insights, analytics, health research, polling, surveys, brand tracking, media effectiveness, audience measurement, brand strategy, customer experience, and innovation
Locations
Employees at Kantar
Updates
-
Real brand growth is driven by customer experience, not just marketing or advertising. Up to 75% of brand perception comes from other touchpoints, like word-of-mouth and product or service experiences - ultimately building advocacy and reducing churn. Listen to Amy Cashman, Global Managing Director for Brand CX & Marketing, Kantar, and Isabelle Zdatny, Head of Thought Leadership at the Qualtrics XM Institute, in the latest episode of Future Proof podcast hosted by Jane Ostler, EVP Global Marketing & Thought Leadership, Kantar. Learn how brands that succeed move beyond basic transactions and lean into meaningfully different experiences. 🎧Catch the full episode here: https://loom.ly/rhH76oQ
-
🎯 Start 2026 with a strategy that sets you apart 2026 is here and it will not be business as usual. AI is reshaping decision-making, consumer expectations are shifting and growth will depend on how quickly brands adapt. Standing still is not an option. Kantar’s Marketing Trends 2026 gives you the clarity to act with confidence. Ten trends backed by evidence-based insights and expert guidance to help you prioritise what matters most and build strategies that thrive in a world of constant change. This is your roadmap for action—because staying ahead starts now. 📒Explore the top 10 marketing trends for 2026 now 👉 https://loom.ly/H4efvWU
-
🌟 Discover why creators hold the key to brand growth and cultural relevance Brands that understand culture grow up to six times faster. But here is the truth: chasing trends will not get you there. Trends are fleeting. They come and go, often leaving brands scrambling to keep up without building any lasting connection. The real opportunity lies in working with creators. They are not just influencers, they are cultural partners who understand what matters to their communities right now. They bring authenticity, creativity and insight that help brands create content which resonates deeply and feels authentic. When brands collaborate with creators, they move beyond surface-level engagement and start building relevance that lasts. 📱In Episode 1 of our new creator series, The Creator Marketing Shift, cultural strategist Rachel Lowenstein explains why creators sit at the centre of cultural influence and how brands can work with them to co-create content that feels real and builds relevance that lasts. 📓 Read the full article now to uncover practical ways to build cultural relevance and partner effectively with creators 👉 https://loom.ly/eFhf2y8
-
-
Last week, our CEO of Americas Jeff Greenspoon joined ADWEEK House CES to discuss what it takes to win in 2026: mastering the balance between operational discipline and purposeful innovation. As Jeff noted, "If you don't put the consumer in the center of what you're doing, you're not going to have anything more than a headline or a really big gamble." That's why brands need to ground every innovation decision in genuine insights, not just make bets without understanding their customers. Thank you to ADWEEK for having us for such an engaging and thought-provoking conversation! #KantarAtCES #CES2026
Growth in 2026 demands a dual mindset: Back to Basics and Innovation. Brands must recenter and refocus—simplifying product portfolios and sharpening go-to-market strategies to deliver clarity and value in a crowded marketplace. At the same time, intentional invention is critical: innovation should be purposeful, not performative, solving real consumer pain points and anticipating future needs. While at ADWEEK House CES, Jeff Greenspoon, CEO, Americas at Kantar; Don McGuire, SVP and CMO at Qualcomm; and Will Lee, CEO at ADWEEK discussed the tension between discipline and disruption and how brands can master both to drive immediate wins while building the foundation for long-term relevance.
-
-
What's the truth about the ESG backlash? Jonathan Hall, managing partner of the Sustainable Transformation Practice, appears in the latest episode of The Responsible Edge podcast, which explores how ethics, leadership, and sustainability are shaping the future of business. Jonathan takes host Charlie Martin through a potted history of the STP, his own path to a career in sustainability, and his take on the current "ESG backlash." While Jonathan makes clear that some companies are genuinely dialling back on sustainability, he explains how others are reframing it as resilience, and being fit for the future. At the other end of the spectrum, some are accelerating their sustainability programmes, treating sustainability as a source of long-term growth and competitive advantage. Listen to the episode here: https://loom.ly/DxPViNs
-
What a week in Las Vegas! CES 2026 has been an incredible showcase of innovation, and we've been right in the middle of it all. Yesterday, our CEO of the Americas, Jeff Greenspoon, joined Will Lee (CEO, ADWEEK) and Don McGuire (EVP & CMO, Qualcomm) at ADWEEK House to tackle how brands can break the mold without breaking the brand. As Jeff put it: "A lot of marketers are still trying to find the trade-off between the two. What we're showing is that you don't have to decide. If you look at the last 20 years of brand value we've mapped, 71% of the growth has been driven by disruptive innovation." The brands that get the balance right will be the ones who build lasting relevance. Throughout the week, we have been creating meaningful moments. Tuesday brought an intimate evening at Lowkey in the Library at the Cosmopolitan with Jeff Greenspoon, Steven Wolfe Pereira ⚡️and Seth Matlins. Wednesday featured a collaboration with Microsoft where Rachelle Minnis explored AI + Creativity alongside Microsoft's Silvia Candiani and Simon Crownshaw. And today, Jeff Leo Herrmann joined Insights Lighthouse, along with Amir Akleh, Jay Nakagawa, and ELVYS NUNES to explore whether businesses should predict the future or actively shape it. What a way to kick off 2026! We're excited to carry this momentum forward throughout the year! #CES2026 #KantarAtCES Alvin Bowles Brian Kushnir Brian James, ACC Danielle Byrd Dawn Kiernan Greg Friend 💅 Jacqueline Sylvester John W. Kevin Cooney Kim Pedersen Kyle Pechak Meg T. Morgan Lozier Michelle Berg Nadia Roshan Nicole Sitar Jones Normand Morneau Sean Murphy Subhashish Dasgupta Tara Gregson
-
-
-
-
-
+13
-
-
🌍 Brands as ambassadors: bridging divides and building global trust As global leaders gather in Davos, the conversation is clear: volatility, complexity and accelerated change are reshaping the business landscape. In this latest article, Martin Guerrieria, Head of Kantar BrandZ, explores the five key themes of the World Economic Forum's Annual Meeting, and why brand strategy must sit at the heart of business growth. Discover how strong brands can act as ambassadors, drive trust and create Meaningful Difference in a fast-changing world. 👇🏼 Read the full article via the link in comments #KantarBrandZ #WEF2026 #BrandGrowth #MarketingLeadership #BusinessStrategy #Innovation #Sustainability
-
-
🌐 Is synthetic data the next big move in marketing? AI-powered audience augmentation can unlock deeper insights and smarter strategies, but balance between speed, scale and accuracy are still key. Our synthetic data boosting achieves 94–95% accuracy when compared to ground truth. As Cynthia Vega, Global AI & Analytics Director at Kantar, emphasises: responsible data, rigorous testing and scalable infrastructure are non-negotiable. 🔍 Read the rest of Marketing Trends 2026 for more expertly curated insights to shape your strategy 👉 https://loom.ly/H4efvWU
-
-
Advertising shapes culture. It can also normalise sustainable choices. 🌍 Our latest Sustainable Behaviours Ad Tracker (Q4 2025) shows there’s still plenty of headroom: only 4.8% of ads feature sustainable behaviours. Built with Ad Net Zero’s Every Brief Counts and powered by Kantar LINK, the tracker benchmarks how sustainability shows up across categories and markets, helping teams turn insight into credible, effective creative. Dive into the findings and download the report: https://loom.ly/vuottws
-