Episode 29
7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi
How do you defend marketing’s value through economic changes, a narrowing focus on ROI, and changing ideas about how to build a memorable brand?
This week, Elena and Angela are joined by Mary Kyriakidi, Global Thought Leader at Kantar. Mary is the author of Kantar’s evidence-based report “Modern Marketing Dilemmas” which explores some of the most contentious and widely debated topics in marketing today... and what the research says about those topics’ answers.
Topics Covered
• [02:30] How common debates in marketing inspired Kantar’s report
• [03:45] ROI is only part of accurate marketing measurement
• [08:00] The role of brand in driving future buyers
• [13:30] How to measure and evaluate brand equity
• [18:00] Difference vs differentiation in building brand
• [23:00] The future of marketing effectiveness
Resources:
Connect with Mary
2023 Kantar Report
Today's Hosts
![Elena Hengel image](/images/PodcastHost-ElenaHengel.png)
Elena Hengel
VP of Marketing
![Angela Voss image](/images/PodcastHost-AngelaVoss.png)
Angela Voss
CEO
![Mary Kyriakidi image](/images/PodcastHost-MaryKyriakidi.png)
Mary Kyriakidi
Global Thought Leader at Kantar
Episode 29
7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi
How do you defend marketing’s value through economic changes, a narrowing focus on ROI, and changing ideas about how to build a memorable brand?
![7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi 7 Modern Marketing Dilemmas with Kantar’s Mary Kyriakidi](/images/podcast-TMA-coverart.png)
This week, Elena and Angela are joined by Mary Kyriakidi, Global Thought Leader at Kantar. Mary is the author of Kantar’s evidence-based report “Modern Marketing Dilemmas” which explores some of the most contentious and widely debated topics in marketing today... and what the research says about those topics’ answers.
Topics Covered
• [02:30] How common debates in marketing inspired Kantar’s report
• [03:45] ROI is only part of accurate marketing measurement
• [08:00] The role of brand in driving future buyers
• [13:30] How to measure and evaluate brand equity
• [18:00] Difference vs differentiation in building brand
• [23:00] The future of marketing effectiveness
Resources:
Connect with Mary
2023 Kantar Report
Today's Hosts
![](/images/PodcastHost-ElenaHengel.png)
Elena Hengel
VP of Marketing
![](/images/PodcastHost-AngelaVoss.png)
Angela Voss
CEO
![](/images/PodcastHost-MaryKyriakidi.png)
Mary Kyriakidi
Global Thought Leader at Kantar
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