Think of the biggest marketing decision you will make next year, the one with a sizeable budget behind it. A launch, a new market, a shift in where the budget is spent. How confident are you that you will get it right?
Few marketing leaders would say they feel more certain than they did five years ago, even with more data than any team has had before. The problem is rarely a shortage of information. It is timing. By the time the data, the research and the right expertise come together, the decision has usually been made. Jeff Greenspoon, CEO of Kantar Americas, called that gap between what could be known and what you know when you decide one of the most expensive problems in marketing.
The good news is, when brands have the right information at the right moment, they can make decisions that build equity for the future. We capture that growth potential through Future Power, and brands with high Future Power are four times more likely to grow value share the following year. In other words, the signals of tomorrow’s growth are already visible today, while there’s still time to act.
That was the argument of Kantar Forward, our first live broadcast, held on October 20. We showed it working: new tools seen publicly for the first time, live demonstrations, and marketers from Kraft Heinz, L'Oréal and Essity describing how they already make decisions this way.
Few marketing leaders would say they feel more certain than they did five years ago, even with more data than any team has had before. The problem is rarely a shortage of information. It is timing. By the time the data, the research and the right expertise come together, the decision has usually been made. Jeff Greenspoon, CEO of Kantar Americas, called that gap between what could be known and what you know when you decide one of the most expensive problems in marketing.
The good news is, when brands have the right information at the right moment, they can make decisions that build equity for the future. We capture that growth potential through Future Power, and brands with high Future Power are four times more likely to grow value share the following year. In other words, the signals of tomorrow’s growth are already visible today, while there’s still time to act.
That was the argument of Kantar Forward, our first live broadcast, held on October 20. We showed it working: new tools seen publicly for the first time, live demonstrations, and marketers from Kraft Heinz, L'Oréal and Essity describing how they already make decisions this way.
