Kantar consolidates subsidiaries under one brand

Kantar will be consolidating its brands under one name, as effective 2 April 2019. All services and offerings will be delivered under the Kantar brand name.Brands such as Kantar Consulting, Kantar Health, Kantar IMRB, Kantar Media, Kantar Millward Brown, Kantar Public, Kantar TNS, Kantar Worldpanel, Lightspeed, as well as country-specific brands will be retiring.This comes following the launch of Kantar Marketplace, a new global on-demand research and insights store. Kantar also has a new brand guidance system that integrates validated survey measures with social, search, sales, media, behavioural data to provide actionable insights when needed to optimise brand or campaign performance. The integration of big data, artificial intelligence and analytical capabilities from across the company into one organisation was aimed to unlock deeper insights to fuel business growth.Kantar CEO Eric Salama said that the change in its branding reflects the operational changes that is ongoing across the company, and is driven by a desire to "achieve simplicity, scale and impact" for its 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," he 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," Mandy Pooler, CMO, Kantar said.