Kantar merges all brands under one name

Keiligh Baker's picture

WPP’s Kantar, the data, insights and consulting giant, has announced that from April 2 all services and offerings will be consolidated under the Kantar brand name.

All other brands, including Kantar Millward Brown, Kantar Health, Kantar Consulting and Lightspeed Research, its digital data collection company, will be retired.

“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,” said Eric Salama, the chief executive officer at Kantar.

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

Mandy Pooler, the chief marketing officer at 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 organizations by providing the most complete understanding of the people they serve."

The announcement follows recent Kantar-wide initiatives including the launch of Kantar Marketplace, a new global on-demand research and insights store and 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