
Looking back at 2024
Key Takeaways: | How Kantar can help: |
1. Better Futures and Better Futures Thrive | Sustainable Transformation Practice |
2. AI-powered insights for Innovation | ConceptEvaluate AI |
3. Corporate Reputation Index | A deep dive report for your brand |
4. Creative Effectiveness Awards | LINK + |
5. Blueprint for Brand Growth | Marketing strategy |
6. Customer Leadership Index | A deep dive report for your brand |
Better Futures and Better Futures Thrive
Early on in the year, the Kantar Better Futures Report was presented at our annual event, alongside our partners SBC. It provides key insights into consumer perspectives on sustainability and the social and environmental issues that are important to Kiwis and this time with a specific update on greenwashing among consumers. Off the back of this year’s results, we later released ‘Better Futures Thrive’ which provided NZ businesses, in greater detail, with an up to date understanding of social sustainability: how it impacts purchase decisions; how NZ’ers feel about issues relating to diversity, equity and inclusion; and how it is seen as an ethical responsibility.
For more information see here or reach out to Jason Cate.
AI-powered insights for Innovation
Now more than ever, innovators are under increasing pressure to deliver successful new products and services that resonate with consumers, whilst proving successful experimentation with new AI tools. This year Kantar Marketplace launched CONCEPTEVALUATE AI to help businesses with this.
Learn more here or contact Beth Rundle or Jason Schoeman.
Corporate Reputation Index
We celebrated the 10-year anniversary of the Kantar Corporate Reputation Index, this year. Our annual study uses the globally validated RepZ framework for measuring reputation. It is the most comprehensive measure of how New Zealand’s Top 50 corporates by revenue (drawn from Deloittes Top 200) are performing in this market across 17 categories.
To find out which corporates have the reputation strength to deliver differentiating and sustainable competitive advantage, see here, or for more information on the index please reach out to Sarah Bolger.
Creative Effectiveness Awards
The ANZ Kantar Creative Effectiveness Awards 2024 showcased the very best ads from Australia and New Zealand. All of the ads were tested using our agile creative optimisation solution, Link™. This makes these awards unique in that the judges we used were consumers. Our winning ads all scored highly on being able to drive both short terms sales and build long term equity – two of our key validated metrics that reflect real world success for any advertising.
To read about the winners see here and if you’d like to know the creative techniques that helped make them so successful, just ask Brian Turner.
Blueprint for Brand Growth
What an exciting moment for Kantar this was – launching our Blueprint for Brand Growth. Built on 6.5 billion global data points over a decade, Kantar’s evidence-based framework proves that brands that are Meaningfully Different to More People command 5x market penetration today. To help marketers learn more about this, we released the following resources: a 10-page Executive Summary, global webinar available on demand, a Blueprint breakfast session for our NZ clients, and a digital and physical booklet.
See here to read the launch article and the many blogs written by our Blueprint experts over the year, on the different growth accelerators mentioned in the Blueprint.


Customer Leadership Index
In September we presented the annual Kantar Customer Leadership Index – NZ’s leading ranking of the best brands for customer experience, incorporating service delivery, customer centricity, brand clarity and offer excellence. This year’s winner proved that focusing on high value experiences and products and a local connection, results in strong customer loyalty and helps to attract new customers to the brand.
To learn more about the winners and the key insights and highlights, download our report here or read the press release here.

Nicki Williams
Marketing and Communications Manager
[email protected]