Brands need to find growth in uncomfortable places

Marketing effectiveness needs to go beyond just measuring what works to looking at the why through behavioural science and asking questions about the role of brands in consumers’ lives.
Speaking at The IPA’s Genesis Conference in London today (1 November) Bart Michels, global CEO of Kantar Added Value, told the audience “all the easy growth has gone”.
He said: “Clients are trying to find growth in uncomfortable places and what that means is new segments, new market