Download Kantar Added Value 2016 Creating Cultural Value Study Press

NEW STUDY SHOWS HOW SMART BRANDS ARE HARNESSING
CULTURE TO CREATE GROWTH
Kantar Added Value Reveals Findings of Cultural Study at Industry Event
NEW YORK (October 27, 2016): 83% of brand marketers say that connecting with wider
culture is important for business growth, and 71 % indicate they seek to contribute to
culture and deliver something of value to consumers beyond their products and services.
These are just two findings of Kantar Added Value’s 2016 Creating Cultural Value Study.
Report findings are being presented today in New York to over 50 brand marketers at
the invite-only event “Cultural Value: Mastering the New Marketing Currency.”
Kantar Added Value, a global marketing consultancy focused on helping big and small
brands make marketing work, surveyed over 100 senior brand leaders in the U.S., U.K.
and France for the study. It revealed that the topic of culture is taking prominence, and
that brands are interested in growing their value within culture.
“Brand marketers have told us that the topic of culture is rising on their agenda, as they
consider the contributions they wish to make to people’s lives beyond products and
services. Creating cultural value is playing an increasingly strategic role as a driver for
brand engagement and expression,” said Helen Firth, Senior Vice President, Kantar
Added Value. “And, brands are taking action by investing in initiatives that make the right
contribution to culture. Marketers are beginning to think about ‘cultural content’ over
‘branded content’ – connecting with aspects of culture that are meaningful to the brand’s
target audience.”
Kantar Added Value’s Senior Vice President Helen Firth is presenting the survey
findings today. In addition to the study, the following featured panelists will share their
views on using culture to deliver marketing relevance and engagement, moderated by
Kantar Added Value’s Executive Vice President, Leslie Pascaud:
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Luke Atkinson, Vice President, Global Consumer and Cultural Planning, Smirnoff
at Diageo North America
Joanna Dumont, World Wide Director of Consumer Marketing Insight for Global
Oral Care, Colgate-Palmolive
Tiyale Hayes, Senior Vice President, Consumer Insights, BET
Don Abraham, President, Consulting Services, Kantar Futures
Helen Firth, Senior Vice President, Kantar Added Value
The Creating Cultural Value Study includes the following findings:
 73% of respondents say their marketing department will need to act like a
‘cultural radar’, connecting with consumers by tapping into what is relevant to
them at that moment in time
 63% claim they will invest more money in initiatives they feel make the right
contribution to culture for their brands
 50% of respondents say the need for their brand to “be more human” is a key
challenge – but only 33% think they’ve nailed it.
Kantar Added Value’s Creating Cultural Value Study can be downloaded here. A video
summary today’s event will be made available on the website in the coming days.
About Kantar Added Value
Kantar Added Value is a creative marketing consultancy. We are one of the founding
partners of Kantar Consulting, the sales and marketing consultancy at the heart of WPP.
Our purpose is to add serious value to the businesses we work with and the world we
live in. We challenge our clients to build brands that shift categories and shape culture.
We inspire brands to create experiences and champion issues that people genuinely
want to engage with. It’s how we add value.
Kantar Added Value’s services include Portfolio Strategy & Segmentation, Category
Strategy & Innovation, Brand Positioning, Human & Cultural Insight, Cultural
Strategy, Creative Development and Copytesting, and Advertising and Brand Tracking.
Today Kantar Added Value operates globally from 10 locations in 9 countries, working
with a broad spectrum of world-famous brands including Unilever, Toyota, GSK,
MasterCard, Nestlé, Vodafone, BMW, PepsiCo, AT&T, Diageo, Facebook, Mondelēz,
Centrica, IHG, Tesco, Tiffany’s and EY.
For more information, please visit added-value.com and follow Kantar Added Value
on Twitter, Facebook and LinkedIn.
About Kantar
Kantar is one of the world’s leading data, insight and consultancy companies. Working
together across the whole spectrum of research and consulting disciplines, its specialist
brands, employing 30,000 people, provide inspirational insights and business strategies
for clients in 100 countries. Kantar is part of WPP and its services are employed by over
half of the Fortune Top 500 companies.
Media Contact
Jordan Lucoff, Vice President, Business Development and Marketing,
Kantar Added Value
[email protected]
818-416-1243 cell
323.436.6621 office