Winning in 2026

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.

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.

Winning with brand building

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.

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.

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.

Strategy Speaks 

Social series

Balancing bold moves with brand consistency to unlock growth.