WPP research firm Kantar moves to a single identity, ‘retiring’ many of its brands

Research company Kantar had decided to bring all its brands under one name in order to “achieve simplicity, scale and impact for clients”.

Kantar is part of WPP and employs 30,000 across the globe. The brands being retired include  Kantar Consulting, Kantar Health, Kantar IMRB, Kantar Media, Kantar Millward Brown, Kantar Public, Kantar TNS, Kantar Worldpanel and Lightspeed.

The announcement:

Kantar, the world’s leading data, insights and consulting company, has announced that effective 2nd April 2019 all services and offerings will be delivered under the Kantar brand name. All other brands will be retired.

Commenting on the new brand strategy, Kantar CEO Eric Salama said: “The change in our branding reflects the operational changes already happening across our company, and is driven by a desire to achieve simplicity, scale and impact for our clients.

“This one change will make Kantar easier for clients to understand and work with. Removing barriers to co-creation and purposeful collaboration across our organisation will make it easier for Kantar to build platforms and offers globally that address our clients’ most pressing needs.”

Today’s announcement follows recent Kantar-wide initiatives including: The launch of Kantar Marketplace, a new global on-demand research and insights store.

Kantar’s new Brand Guidance Systems that intelligently integrates validated survey measures with social, search, sales, media, behavioural data to provide actionable insights when they’re needed to optimise brand or campaign performance.

The integration of big data, artificial intelligence and analytical capabilities from across the company into one organisation that unlocks deeper insights to fuel business growth

Mandy Pooler, CMO, Kantar, added: “Together, Kantar understands more about how people think, feel, shop, share, vote and view than any other company

“Simplifying our brand strategy is a subtle, but important signal of our evolution and our mission – inspiring the world’s most important organisations by providing the most complete understanding of the people they serve”.

The source: Kantar press release


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