Kantar’s brave new reality for brands

Research agency Kantar believes there is an opportunity for brands as countries emerge from lockdown.

Why it matters

Coming out of lockdown isn’t the end of the pandemic; brands must consider that there may be recurring outbreaks of COVID-19 and further government reactions to those. There’s no more business as usual.


  • Brands cutting their marketing expenditure will have to spend more in the long term than they save now to recover lost revenue.
  • Consumers are happy to hear from brands – but brands’ messaging needs to be alert to developments in the real world.
  • A mantra of ‘help, adapt, survive’ could usefully inform strategy and even boost equity strength in unexpected areas.

As countries...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands