Simon Atherley, Head of Marketing Effectiveness at Kantar UK: "We are firmly in the era of 'prove it or lose it'. Marketers must demonstrate how their budgets are translating through to growth."
QuoteBrand Strategy
"We are firmly in the era of 'prove it or lose it'. Marketers must demonstrate how their budgets are translating through to growth."
Source
10 Charts to Make You a More Effective Marketer, 2026 Edition - Kantar UK Marketing Effectiveness Practice (2026)
Kantar UK Marketing Effectiveness Practice; foreword by Simon Atherley, Head of Marketing Effectiveness
p. 2, 10 Charts 2026 (Kantar UK)
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