Kantar merges all brands under single name

Kantar has been working to consolidate its brands for several years. In 2016, it reduced the number of brands it operates from 18 to 12 and reduced further to just nine last year

e4m by exchange4media Staff
Updated: Mar 18, 2019 9:32 AM

WPP owned Kantar, a data, insights and consulting giant, has announced that all services and offerings will be consolidated under the Kantar brand name, according to media reports.

The research company announced it will retire the names of its brands effective from April 2, which include brands like Kantar Consulting, Kantar Health, Kantar IMRB, Kantar Media, Kantar Millward Brown, Kantar Public, Kantar TNS, Kantar Worldpanel, Lightspeed, and all country-specific brands.

Eric Salama, Chief Executive Officer, Kantar 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.”  

He further added, “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, Chief Marketing Officer, Kantar explained, “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 move to consolidate all of Kantar's brands comes as WPP combines Wunderman, Possible and Cole & Weber within a single Wunderman Thompson Seattle office, months after bringing together J. Walter Thompson and Wunderman.

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