Kantar becomes single brand

Data and insights company Kantar today announced that all of its offerings and services will be united under the single Kantar brand name from April 2.

All of Kantar’s nine brands across its data, insights and consulting services—Kantar Consulting, Kantar Health, Kantar IMRB, Kantar Media, Kantar Millward Brown, Kantar Public, Kantar TNS, Kantar Worldpanel, Lightspeed—will be retired, along with all country-specific brands.

Kantar CEO Eric Salama 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. This one change will make Kantar easier for clients to understand and work with.”

The news comes amid uncertainty over Kantar’s future after WPP CEO Mark Read announced last October that WPP is looking to sell Kantar, while retaining a stake. Early signs that such a consolidation may happen came when Kantar merged four brands—Kantar Added Value, Kantar Futures, Kantar Vermeer and Kantar Retail–into Kantar Consulting early last year.