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Creative Effectiveness Awards

Our third annual Creative Effectiveness Awards showcases the ten most creative and effective TV, digital and print/outdoor ads from over 13000 we tested in 2021. What makes our awards unique is that consumers are the jury. As people control a brand’s fortunes through their spending power, their voice should be heard when it comes to effective advertising.

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Media Trends and Predictions 2022

This year, we’ve tightened our focus to examine five key themes, creating a report that mixes the most notable trends with evidence-guided predictions and insightful thought leadership.

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What role does brand play in the consumer decision journey?

What triggers your brand and what your brand triggers is revealed in the way people make decisions. Whether unconscious processing prevails or brain gymnastics triumph, shoppers make decisions under the influence of persuasion that occurs in each of the three stages of the decision journey.

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Test more advertising content, faster, with less budget

Smart marketers know that the strongest creative achieves more impact with less spend. So how do you go to market with the most effective creative, whilst combating shrinking market research budgets and shorter creative development timelines?

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A comprehensive guide to brand equity and growth

Brand equity is one of your business’s most valuable assets, proven to drive revenue and growth.

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Discover our latest thinking

Sign up to our newsletter to explore the various issues impacting brands, understand what makes people tick in different parts of the world, and how these insights can inform your decision-making.

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Latest insights

Revealed: the best ads from 2021

Great advertising needs to drive short term sales and build your brand in the long term. We analysed over 13000 ads we tested in 2021 to identify the best ads.

Kantar Marketplace: AI-powered TV ad testing

Test your own or competitor TV ads in 15 minutes with Link AI. Available as an automated, self-serve or serviced solution.

Inflation? Brands need empathy and consumer understanding.

Inflation worries consumers because their income won’t buy as much. It worries businesses because it squeezes their margins.