Advertising has a huge influence on our lives. It is a cornerstone of our culture, with the ability to either reinforce or challenge societal norms. The industry is, therefore, in a privileged position when it comes to normalising sustainable behaviour.

The most successful brands, in a fast moving environment, are those that continually look for new opportunities, drive meaningful, sustainable growth, and shape the future of their categories and beyond.Outstanding Innovation is a celebration of brands that use innovation as a lever for growth, whilst also maintaining their brand equity.

With 2025 almost behind us, moving from hype to reality will require a focus on execution and infrastructure over excitement. This playbook provides an overview of both new and established methodologies for tackling the key brand challenges of 2026.

5 Truths to turn tracking into growth

Latest edition of Kantar’s Media Reactions reveals good news for content creators and new lows for X

Media Reactions is the only ad equity ranking that allows you to understand consumer’s and marketer’s perceptions so you can make the right decisions for your brand.