Google crowned as new no.1 in global top 100; Nvidia, Amazon and Tencent feature in a top 10 dominated by tech; Chinese brands see an average 32% year-on-year increase in value

AI is transforming innovation, but speed and scale alone do not guarantee breakthrough ideas. This booklet explains how brands can use AI to cut through complexity, identify high-value opportunities, and make early-stage innovation decisions with greater clarity and confidence.

How the world’s most valuable brands win ? The signals,decisions and strategies accelerating the brand economy.

Advertising effectiveness is driven by creative and media synergy, not chance—43% of campaign performance comes from cross-channel impact. The Kantar Advertising Effectiveness Awards, based on real consumer reactions, showcase top campaigns and reveal how leading brands drive results.

We’re bringing Kantar’s experts from across disciplines and markets to help you ground strategy in data and validate your thinking with those closest to the evidence.