Kantar Merges All Brands Under Single Name As WPP’s Merger Plans Continue

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Kantar has announced it will retire the names of its brands and consolidate all services and offerings under the Kantar brand name.

The WPP-owned research company said the change will come into effect from April 2, which will see its 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, 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 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.

Credit: The Drum

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