Intelligence capital: an idea whose time has come?

Companies and brands need to become much better at using intelligence in today’s fast-moving business environment, research agency Kantar believes.

When Kraft Heinz announced it was writing off an extraordinary $15 billion from the value of just two of its brands – Kraft and Oscar Meyer – analysts were quick to blame the business model followed by owner 3G Capital. The Brazilian investment firm has a reputation for cutting costs, and a lack of spending on branding was highlighted as a major factor contributing to the decision.

But trimming investment in advertising and promotion was only part of the picture, according to Julie Kollman, chief research officer at Kantar. “If you look at a deeper analysis, the real issue...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands