Signals of Impact: Rethinking Creative, Measurement, and Gen Z with Crystal Worthem and Sapphire Yi-Dyer

With almost 70% of global advertising dollars now being spent on digital channels, maximizing marketing impact in digital environments is critical – especially with Gen-Z's growing influence. 

According to Kantar normative data, creative quality is the single biggest driver of growth in brand impact, driving 49% of brand impact across ad campaigns. At the same time, research highlights a persistent gap in marketers’ confidence around how to create measurably effective campaigns.  And adding to that marketer challenge, creative signaling is changing.

In this special edition of Future Proof, Jeff Herrmann Kantar’s guest host and Global Client Di...