In this guest post, Nikki Davey from Kantar discusses why your attitude towards innovation can make or break successful growth. "I read this B&T article discussing the 2019 Ricoh Workplace Innovation Index study with both interest and alarm. The study reveals three-quarters of Australian firms admit...
On the eve of International Women’s Day in 2019, Australian brands are still disproportionately out of touch when it comes to gender, says Amy 'Fritz' Fridlund in this exclusive for Marketing magazine. // Read the article...
Have marketers forgotten about the heartstrings? Or are they too afraid to pull the wrong ones? Sam Walters says Australian marketing needs a healthy dose of emotion. As Plato said, “Human behaviour flows from three main sources: desire, emotion and knowledge” – and when it comes...
While most marketers believe they’re doing a good job of avoiding gender stereotypes in ads, almost half of consumers feel like advertisers are still not getting it right, according to Kantar’s 2019 AdReaction: Getting Gender Right report. // Read the B&T article...
Failure to target and portray women effectively impacts campaign effectiveness significantly, according to latest research out of Kantar. In the wake of controversies surrounding the recent Gillette ad and the #metoo movement, Kantar has found 55 per cent of Australians think advertising reinforces harmful norms, and...
Advertisers are lagging behind contemporary society’s attitudes to gender and their failure to reflect that is costing male-skewed brands, claims Kantar in its 2019 Ad Reaction report. The WPP-owned research house’s survey found 66 per cent of Australians believe advertising conforms to gender stereotypes, despite 83...
Marketers are consistently getting gender portrayal wrong in the eyes of consumers, according to the latest Kantar report, AdReaction 2019. // Read the article // Download the report...
Failure to contemporise advertising costs male-skewed brands billions in brand value Failure to portray and target women well impacts ad and campaign effectiveness 66 per cent of Australians believe advertising conforms to gender stereotypes 55 per cent of Australians think advertising reinforces harmful norms Male-skewed brands globally are valued...
"People are more likely to engage with brands which stand for something and reflect the culture we live in,” says Kantar’s Director, Brand, Brian Walker-Catchpole. “We also know that some brands overstep the mark and make absurd claims about values they could never hope to emulate...
Voice shopping brings a whole new challenge, particularly for smaller players trying to get established in the marketplace. Kantar Millward Brown's Executive Vice President and Chief Global Analyst Nigel Hollis discusses just how prevalent voice shopping is likely to be and which brands need to...
