Bringing research to life

Kantar

Using research insights to demonstrate the expertise of Kantar, WPP’s data and investment management division, to national and broadcast media around the world.


Summary

AxiCom was tasked to secure high volume global top tierkey broadcast and national coverage for Kantar around the launch of two topical research packages: Trust in News – examining the global impact of fake news, and Winning over Women – assessing the attitudes of British Financial Institutions towards female customers.

Challenge

AxiCom crafted ambitious launch plans for each report, breaking down the data into storylines e.g. human interest, technology, political) to ensure press were delivered insights most relevant to their readers. The content was heavily pre-pitched under strict embargos, to allow it to be digested and headlines formed. AxiCom then diverted energy to widespread media engagement, speaking to more than 180+ journalists in the days leading up to each launch to secure pre-briefings with Kantar spokespeople.

Strategy

Extensive global coverage across major titles including, Reuters, BBC News, Axios, New York Times and The Times.
86 pieces of tier one and two coverage secured in key media across the two campaigns (Oct-Nov 2017)
Three TV & radio interviews secured
Uplift in inbound press enquiries (a key client metric of campaign success)

Results





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