Kantar to Merge All Brands into a Single Name as WPP’s Restructures


Kantar, the WPP- owned firm recently announced that it will be merging all of its brands into a single name. According to the announcements they plan to consolidate all its services and offerings under the research company’s brand name.  This announcement is part of a set of recent changes WPP has been making. Last week the network announced that it will be combining Wunderman, Possible and Cole & Webber into a single office.

About the Merger and Consolidation

As part of the merger, the research company announced that it will be retiring the names of its brands. These brands include Kantar Consulting, Kantar Health, Kantar IMRB, Kantar Media, Kantar Millward Brown, Kantar Public, Kantar TNS, Kantar Worldpanel, Lightspeed, and all country-specific brands. According to reports, the merger will take effect from the 2nd of April. The merger announcement comes after recent initiatives which include the launch of the Kantar Marketplace. The marketplace is a new global on-demand research and insight store. More initiatives include the integration of big data, artificial intelligence and analytical capabilities from across the company into one organization that unlocks deeper insights to fuel business growth.

Leadership Speaks on the Recent Merger

Eric Salama the Chief Executive Office of the research company spoke about the recent merger. He stated that the change in their branding reflects operational changes. These operational changes, according to Salama, have already been happening across the company. The changes are driven by a desire to achieve simplicity, scale and impact their clients. According to Salama, this change will make their organization easier for clients to understand and work with it. They believe that by removing barriers to co-creation and purposeful collaboration across their organization, they will be making it easier to build their platforms and offers globally that can address their clients most and every pressing need.

The agencies Chief marketing Office Mandy Poolar also spoke about the merger. She stated that with the merger the research organization understands more about how people think, feel, shop, share, vote and view than any other company.  She also stated that by simplifying their brand strategy, they are signalling their evolution and mission. The evolution and mission are to inspire the world’s most important organizations by providing the most complete understanding of the people they serve.


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