Delivering one of a kind experiences puts brands front and centre in consumers’ minds and hearts. Through sponsorships, custom activations, and naming rights, brands become an even bigger part of every day – and notably, part of the special moments that capture the senses and...
Australian consumers are becoming ever more stubborn about altering their buying habits, a new study by WPP’s research company Kantar suggests. According to the Mastering Momentum research, which included surveying 2,209 consumers across Asia Pacific, Australian consumers are more conservative than many markets across the world. //...
With a sluggish global economy, Aussie brands are struggling to lock in growth. Less than six per cent of brands will grow market share over a year, and of those brands, only six in 10 will sustain growth, and just one in 10 improving on...
Amazon has become the world’s most valuable brand, according to the 2019 BrandZTMTop 100 Most Valuable Global Brands ranking released today by WPP and Kantar at the New York Stock Exchange. Amazon’s smart acquisitions, that have led to new revenue streams, excellent customer service provision and...
"While BPAY has been around for years and is well known and understood by the older generations, research BPAY recently undertook via Millward Brown showed younger generations, specifically those aged between 25-34, didn’t use the platform as much as their older counterparts." "Last year, in conjunction...
In today’s day and age, the concept of trust seems more elusive than ever. Brands realise that, too, and are stepping up to help address it. Kantar's Jarrod Payne talks to Debbie Elkind about why brands need to inculcate trust-building into every touchpoint. // Read the...
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...
