LONDON

WC1A 2SL

WE’RE ALL ABOUT WILL GALGEY

CEO KANTAR INSIGHTS UK

GROWING GREAT LOUISE AINSWORTH

BRANDS IN THIS
CEO KANTAR MILLWARD BROWN UK

RACHEL EVANS

EXTRAORDINARY
MANAGING DIRECTOR, LIFE & STYLE

WORLD
ALEX HARGREAVES
AUDI CLIENT LEAD

We are the leading global brand and communications advisory agency. We’re passionate
about understanding people and the extraordinary, ever-changing world around us. We use a
combination of techniques to measure, diagnose and advise on brand and communications
excellence. Our focus recently has been on ensuring that we have meaningful KPIs across our
Brand Tracking and Link™ communications testing that will help the brand get ahead, and
share best in class learnings and examples to ensure we stay ahead in the future.

1.
DARE TO BE DIFFERENT

BRAND COMMS
between 2015 to 2017, while those who were neither lost value.
BRANDZ 3 YEAR AVERAGE AI
CHANGE IN BRAND VALUE

DIFFERENT & DISRUPTIVE +28% HIGHLY LOW

NEITHER DISTINCTIVE 6.8 DISTINCTIVE
3.5
-5%

Two Link™ pre-testing measures summarise an ad’s

unique and setting trends) and disruption (shaking things up).

2.
BECOME FAMOUS FOR BEAUTIFUL CARS WITH
AMAZING BRAINS AND ELECTRIC POWER

BRAND COMMS
Innovation is a value driver for brands.

BRANDZ 10 YEAR COST PER ORDER

CHANGE IN BRAND VALUE TAKE FOR AUDI ADS

INNOVATION +276%
MOST LEAST
+15% +53% IMPACTFUL IMPACTFUL
ADS £953 ADS
£3,311
LOW MED HIGH
Measured continuously for Audi vs. competitors on making cars with In Link™ Impact is measured by how enjoyable,
engaging and well branded to Audi an ad is.
AUDI SPEND (2016-2018)

2016 2017 2018

Continuous brand £230,112 £234,612 £222,793

and model tracking (£247,864 value. KMB
absorbed 2.62%
inflationary increase
and £7,105 increase to
fieldwork costs plus
additional 5%
discount.)

TV Link pre-testing £146,400 for 6 £139,080 for 6 ads
ads (£24,400 per (£23,180 per ad)
ad) (£146,400 value. 5%
discount applied for
commissioning 5 or
more projects)
£112,800 (£22,560 per
ad)
(£122,000 value. 5%
discount applied for
commissioning 5 or
mor e projects and
additional 2.5%
partnership discount)

LinkNow for Digital £30,760 for 4 ads £7,690 for 1 ad None to date.
(£7,690 per ad) (New ratecard: £6,900
for 1 ad, £4,830 per ad
for 5 ads tested
simultaneously)

TOTAL £407,272 £381,382 £335,593

QUESTIONS FOR ANDREW

What are your competitors doing well to delight What do you want to see from
your target customer? Research/Insights in the next few years?

How does Audi keep its character and stay true

What thought leadership do you crave?
to its heritage in the shift to electric?

How would you grow the Audi bottom line Where are the gaps that you want to
if/when the PCP bubble bursts? understand better as a business and exploit?