This week on Adspeak by ADWEEK, host Will Lee sits down with Jeff Greenspoon, CEO of the Americas at Kantar, on the sidelines of Brandweek, about why brand tension fuels growth.
From meaningfulness versus differentiation to short-term performance versus long-term investment, Jeff shares Kantar’s framework for predicting brand success.
Through examples like Nespresso and Barbie, he explains how CMOs protect their north star while experimenting boldly, and why sustained brand investment drives stronger ROI, resilience, and lasting enterprise value.
What you’ll learn:
- The “Meaningful and Different” framework
- How to protect your brand’s north star while experimenting
- Why cutting brand spend during budget constraints sacrifices 3-5 years of growth
- The four-to-one ROI ratio of brand salience
- Nespresso and Barbie as case studies in navigating competing tensions
- How to translate brand metrics into CFO language in B2B organizations
Jeff Greenspoon is CEO of the Americas at Kantar, a global leader in brand measurement and marketing effectiveness backed by 50 years of proprietary research.
Previously with Dentsu, he brings deep expertise in brand strategy and marketing transformation.
Jeff partners with organisations to navigate the tensions between consistency and innovation, and short-term performance and long-term growth, helping brands unlock sustainable, measurable impact.
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