Whalar, part of Whalar Group and independent creator and social agency, announced a new partnership with Kantar to leverage its LINK AI solution for creator campaigns. 

The collaboration positions Whalar as the first creator agency to implement this technology for evaluating brand metrics and optimizing campaign performance.

The partnership enables Whalar to identify which creative assets will perform optimally on specific platforms and determine which creators deliver the strongest results for brands. 

LINK AI’s technology helps evaluate creator partners with potential to become effective long-term brand ambassadors, enhancing overall media mix modeling.

“Our partnership with Kantar is a transformative step forward in creator marketing,” Gaz Alushi, President of Measurement and Analytics at Whalar, said in a press release. “By integrating Kantar’s LINK AI technology, we’re bringing an even deeper level of understanding and validation to creator campaigns—ensuring the right creative assets are optimized for each platform and deliver measurable brand impact.”

Measuring Creative Effectiveness Across Platforms

Kantar’s LINK AI solution utilizes artificial intelligence and machine learning to predict creative effectiveness for assets used across Instagram, TikTok, and YouTube. The technology provides strategic insights to align content with platform-specific attributes.

According to Kerry Benson, SVP of Creative Strategy at Kantar, “Creative quality is the single biggest driver of growth in brand impact. Kantar data shows that strong creative has the potential to improve advertising profitability by 12x.” 

Benson noted that LINK AI measures content effectiveness beyond audience metrics, focusing on breakthrough, engagement, persuasiveness, and branding.