In this first post of our Blueprint blog series, we explain how marketers can better drive growth, and how brands can be Meaningfully Different.

Toyota New Zealand has lived up to its advertising slogan “let’s go places” by going three places up from last year to take top slot in the tenth annual Kantar Corporate Reputation Index. Pak’nSave climbed one place to second, with Air New Zealand in third, displaced from the number one slot for the first time in the history of the index.

Kantar’s April Ad Impact Award goes to Pak’nSave with their latest Stickman instalment ‘No Loyalty Cards’. After 16 years on air, Stickman continues to delight New Zealanders by staying true to his brand promise.

Revealed: the most creative and effective ads from 2023, judged by consumers. And the secrets behind their success.

Data and insights company Kantar has launched Blueprint for Brand Growth – a new “essential recipe” to help businesses expand.

Kantar’s March Ad Impact Award goes to Air New Zealand’s witty and heartwarming, Conservation Dogs campaign. Filmed in a similar style to their world-renowned safety videos, the cute dogs and the good cause they represent captured Kiwis’ hearts.

Kantar’s first Ad Impact Award of the year goes to Wonky Box. The ad introduces us to the brand and the origins of its ‘odd bunch’ fruit and vegetable subscription service. This cheerful walk through of the brand mission was not only able to leave the viewers with a great impression of the brand, but was also a highly impactful and enjoyable to watch.

Having tested 127 creatives over the last year helped us reveal an elite selection of TV Ads that resonated most strongly with Kiwis. By captivating audiences and sparking talkability, these ads have certainly left a lasting impression.

Our Marketing Trends 2024 have been sourced from across Kantar. We look at macro and micro trends for marketers to consider as part of their brand growth journey, and how they might suit their own objectives. From insights to behaviour, from culture to data, we cover some of the key trends that we see emerging and growing over the next year.

Discover three tips to empower your innovation process through AI, whilst not losing sight of the need to deliver meaningfully different brand experiences.