Creative Development

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Grow your brand with extraordinary creative.

In our hyper-connected digital world, people see more content, in more places, than ever before, creating endless possibilities for brands to connect. But with people empowered and motivated to skip, avoid or block ads, how can you stand out and maximise return on your creative investment?

We believe that people’s attention is a privilege, not a right, and that the role of marketers is to entice people with engaging and relevant content. We know the most successful campaigns start with a clear human insight, and tell stories that resonate consistently across all touch points, online and off.

They communicate a meaningful difference, generate sales in the short-term, build brands in the long-term, and have the power to increase ROI ten-fold. Creating extraordinary content is the greatest opportunity you have to make your brand grow, so it’s important to invest in the right insights to do this.

Our creative specialists can help you navigate the creative journey from identifying the best idea, right through to flawless execution, and best practice learnings for your next campaign. Drawing on the world’s largest database, behavioural measures, neuroscience capabilities, and extensively validated solutions, we show you exactly how to develop and optimise your creative to stand out, create meaningful impressions and generate sales.

The brain lies – taking neurology in advertising to new heights
What do EEG, sailing meteorologists and the 2016 US election have to teach marketers about prediction? Kantar Millward Brown neuroscience lead Haydn Northover writes exclusively for Marketing Magazine and says just asking has never been sufficient in developing holistic advertising predictions.
Marketing: Using neuroscience to pinpoint the ‘a-ha’ moments for your brand
Marketing speaks with Deepak Varma, Kantar’s global head of neuroscience, about the powerful marketing insights his practice is revealing.
Podcast: Understanding neuroscience
In this 5-minute podcast, Deepak Varma, Kantar’s North American head of neuroscience spoke with our colleagues at Kantar Australia.
Brian Turner
Brian Turner

Head of Brand Strategy and Creative Development
[email protected]

Ad Award Winners

Four Square takes out April Kantar Ad Impact Award
Returning to our TV screens after an almost two-decade long hiatus, Four Square takes out the April 2023 Kantar Ad Impact Award with their ad “The King’s Feast”. An entertaining watch, this ad effectively launches Four Square’s new platform “What’ll it be today?” and reminds us of the strong ties the store has in communities across New Zealand.
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Strong creative equals strong profitability!
Did you know that the most creative and effective ads generate more than four times as much profit as those with low creative quality? If you are looking at which growth levers to pull or are looking to build your case to hold onto creative budget in these lean times, this is certainly something worth factoring into your thinking.
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ITM takes out March Kantar Ad Impact Award
The Kantar Ad Impact Award for March 2023 goes to ITM for “We speak builder - Shocker”. Sharing with us some entertaining and quirky Kiwi banter, the Brand and its peerless understanding of its customers are effortlessly combined in this wonderful TVC that oozes genuine warmth and Kiwi charm.
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Creative Effectiveness Awards 2023
Revealed: the most creative and effective ads from 2022, judged by consumers. And the secrets behind their success.
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The first Kantar Ad Impact Award of 2023 goes to…. Hellers!
The first Kantar Ad Impact Award of 2023 goes to Hellers for “Happy 38th Birthday Hellers”. The TVC takes a trip down memory lane highlighting campaigns of the past, as always with Leigh Hart as the face of the ad.
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Whittaker’s takes out the Kantar Supreme Ad Impact Award for 2022
Out of 159 TV ads tested as part of the 2022 Kantar Ad Impact Awards, Whittaker’s television commercial ‘Whittaker’s J.H. Returns’ has taken out the top spot, receiving the Supreme Ad Impact Award. Throughout 2022, Kantar’s monthly winners demonstrated a strong presence of Kiwi brands that created impactful copy with themes showcasing brand history, authenticity, local pride, and using quintessential Kiwi humour to help endear them to consumers. Once again as in 2021, based on the metrics that matter in creating impactful advertising, another local brand has triumphed.
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Whittaker’s takes out November Kantar Ad Impact Award
The November Kantar Ad Impact Award goes to Whittaker’s “The Gift of Great Taste” advert from their “Best is Always Better” campaign series. The chocolate time machine returns along with J.H. Whittaker – teaching the gift of giving and spreading the joy that is Whittaker’s chocolate, perfect for the festive season.
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Kāpiti takes out October Kantar Ad Impact Award
The October Kantar Ad Impact Award goes to Kāpiti’s “Too Good To Share” advert. With its playful, yet short and simple story line that is easy for viewers to follow, it engages its audience and makes them love the brand while also standing out vs other yoghurt brands – setting their brand apart.
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It’s now becoming more than just prudent to pre-test ads; it’s becoming a prerequisite
We are living in extraordinary times.   A global pandemic followed by world-wide inflation.  Every business is taking a good long hard look at its financials and planning its path forward with diligence. The same holds true for cost centres like marketing and brand management.  What is the best way forward in these unprecedented times?  How do we make the most of our marketing dollar?
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Ford takes out September Kantar Ad Impact Award
This month’s Kantar Ad Impact Award goes to Ford for their “All Electric Ford Mustang Mach-E” advert which introduces the new all electric Mustang to New Zealand. With its evocative voiceover of Henry Ford’s historic quote, scenes of horses running and quick close-up shots of the Mustang Mach-E, this 30’ TV advert quickly captures the audience’s attention...
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