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."
Kantar (kantar.com) is home to some of the world's leading research, data and insights brands. Individually, brands such as Kantar Millward Brown, Kantar TNS, Kantar Media and Kantar Worldpanel are famous and highly respected experts in their fields. Collectively, they offer the most complete view of consumers the way they live, shop, vote, watch and tweet in over a hundred countries worldwide. For the benefit of our clients, Kantar connects these specialists as well as providing access to the wider WPP group of companies and other partners.