The rules of brand choice are changing. In 2026, AI agents and creators will shape discovery while effectiveness pressure intensifies. The brands that win won’t abandon fundamentals, they’ll apply their Meaningful Difference to a radically new context.
Our latest thought leadership and evidence‑based perspectives explore how brands can grow by working for both humans and machines, scaling creativity, strengthening preference and sustaining growth.
Kantar Marketing Trends 2026
Report
Use these insights to focus your marketing strategy, prioritise what matters, and shape your brand growth in 2026.
Download here
Blueprint for Brand Growth
Framework
A breakthrough in understanding how businesses build profitable, strong and sustainable brands.
access here
Winning with effectiveness
Report: 10 Charts to make you a more effective marketer
Discover essential insights to drive marketing effectiveness best practice.
Bringing together essential insights and research-backed evidence to support marketers with making the commercial case for brand building, and winning the battle for balanced effectiveness.
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Winning with
culture
Report: Winning in Culture - Rituals & Resolutions
Discover how to stay relevant and show up where it matters.
A multi volume series to help brands understand and activate the cultural forces shaping consumer behaviour, with each volume focusing on a specific cultural moment.
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Winning with
creators
Report: Unboxing modern brand building in the creator era
Discover the strategies behind Europe’s most effective campaigns.
For the third year running, Kantar and Effie Awards Europe reveal how marketers are navigating the challenges and opportunities of a fast-evolving co-creation space.
DOWNLOAD here
Winning with creative effectiveness
Report: The Best Christmas
Ads 2025
Discover what truly drives enjoyment, brand power and commercial impact.
Backed by facial coding, cultural signals, and the world’s largest creative effectiveness database, use these insights for winning creative campaigns that deliver in 2026 and beyond.
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Creator Marketing Shift
Video series
This exclusive interview series unpacks how you can move from control to collaboration, build partnerships and authentic, creator-led content that drives real brand equity.
Shaping Marketing Effectiveness in 2026 with Google
Podcast
Simon Atherley, Head of Marketing Effectiveness at Kantar UK, is joined by Biren Kalaria from Google to unpack how marketers can better connect marketing effectiveness to business growth as we head into 2026.
Creative Magnifier
Social Series
More than just ad testing. Unlock the power of connected effectiveness.
How KFC is sticking with what works, and sticking with chicken
Podcast
Join Dani Ruggles, Marketing Manager at KFC, and Lynne Deason, Head of Creative Excellence at Kantar, as they explore how bold choices and an unwavering commitment to your brand's magnetic north can drive extraordinary results.
Brand Building in AI search era
Article
Learn how brands can navigate the sea of AI Search and the change in consumer behaviours by optimising for LLMs.
How to navigate the Less Healthy Food
ad ban
Article
Explore how FMCG brands can navigate the Less Healthy Food (LHF) ad restrictions while maintaining meaningful consumer connections.
The power of sharp positioning
Article
Drawing on Nationwide's transformation, discover why sharp, simple brand positioning is essential for creating brand magnetism and driving growth.
How TikTok trends revealed wellness boom in food & beverage
Article
As TikTok becomes increasingly prevalent, a brand's ability to successfully uncover new market opportunities now hinges on its capacity to interpret digital trends.
Measuring creator and influencer effectiveness
Article
In the rush to leverage the clear potential of creators, brands can lack clear strategic intent of they how plan to use creators and influencers. Read more about Desperados' masterclass in getting it right.
Jellycat's journey
with search data
Article
Explore how FMCG brands can navigate the Less Healthy Food (LHF) ad restrictions while maintaining meaningful consumer connections.
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