Kantar Opens Global Marketing Effectiveness Practice

In the UK, Kantar has launched a Marketing Effectiveness practice, promising to help brands refine their marketing strategy and measure return on investment.

The practice, which will advise clients globally, will be led by Dom Boyd, MD UK Insights for Kantar, and the firm's former Head of Media, UK, Richard McLeod, who now becomes Head of Marketing Effectiveness. Their team brings together expertise, data and insight from Kantar's analytics, media, creative, brand and consulting offers, to help organisations better assess and deliver marketing impact across a wide range of metrics and disciplines. This includes working with marketers to identify the right balance of long-term brand building investment and performance marketing spend for their business - advising brands at the planning stage and then supporting their ongoing monitoring and measurement.

Specifically, the team will analyse how digital channels can be better used to enhance brand equity and price power. Kantar will use AI-driven econometrics and campaign performance tools to predict the brand and sales impact of different marketing activities in the context of macroeconomic conditions and previous revenue data. Kantar will also help clients embed effectiveness inside their organisations.

McLeod commented: 'Marketing effectiveness is top of the agenda as CMOs battle to defend budgets during the current economic climate. Many teams will be tempted to switch spend to 'short-termist' tactics in the coming months, as stakeholders ask for immediate sales impact from activity, but we know this is the wrong way to go, slowing down brands' recovery in the long run. By bringing together the full strength of the Kantar toolkit, our new practice will help guide teams through this storm - shaping marketing strategies rooted in data and insight that can deliver sustained growth.'

Web site: www.kantar.com .