In the past three years, 60% of brands continuously using celebrity endorsement strategy have failed to grow their Brand Power.

Gender is a sensitive topic - one that society is renegotiating across social, cultural, political and commercial spheres.To help marketers to navigate this important issue, Kantar has just published this year’s AdReaction Report: Getting Gender Right.

The rising tide of social consciousness is causing many global brands to weave purpose into the fabric of their businesses - through mission statements, narratives and campaigns. But having a purpose is not just important for altruistic reasons. More and more, purpose ‘done right’ is resulting in profit.

Representing 35% of the global population, Centennials, the first of whom turned 21 this year, have become an economic powerhouse with a growing influence on spending and brand loyalty.

According to Kantar TNS, every day, global consumers will check their smartphones more than 100 billion times – these are the 100 billion occasions that we can understand and engage consumers, and every occasion is a “moment” that is unique to each individual consumer.