If You Have One Extra Dollar, Spend It on Creative, Says Kantar Americas CEO

CANNES. FRANCE — The marketing world loves to debate where the next dollar should go. Better data? Smarter media buying? More sophisticated measurement? For one industry leader, the answer is simple: invest in creative. Up to 50% of marketing and media effectiveness stems from the content shown to customers, not the channels used to deliver […]

Last updated Jun 24, 2026 by ATDb automated enrichment