Kantar unveils a new corporate identity across its operating brands

Unified look and feel reflects more collaborative working approach

London, Thursday 8th September: Kantar today launches a new corporate identity, for the parent brand and its 12-strong family of operating brands, designed to create a much more unified look and feel across the whole business. Added Value is one of Kantar’s operating brand.

The new identity, developed in close collaboration with WPP branding specialists The Partners, will be rolled out across all external and internal communications channels in the coming months.

Operating brands not previously Kantar-branded will now take a Kantar prefix and a new, common typeface. For example: Added Value now becomes Kantar Added Value. The only exception is Lightspeed GMI, which now rebrands as Lightspeed.

Along with the rebranding, Kantar is introducing a new tagline, “Inspiration for an extraordinary world”, drawn from its new corporate purpose statement, “To inspire our clients, our people and society to create and flourish in an extraordinary world.”

Kantar’s new identity reflects and externalises an on-going change programme that started in January. The programme includes the fostering and rewarding of much greater collaboration between operating brands and the creation of a new insights group through much closer alignment of the company’s custom brands. In addition, global operations capabilities have been brought together into a single entity and the company is moving towards more aligned shared services in HR, finance and IT. We will shortly be adding to our portfolio of expert brands with the launch of Kantar Public, uniting our global expertise in governmental and public policy work; and Kantar Consulting, which will draw expertise from several of our brands to provide a full and broader range of marketing and sales consulting solutions and capabilities to our clients.

Kantar CEO Eric Salama commented: “The rebranding is a tangible, visible expression of our desire to present clients with more easily-navigable and connected solutions that bring together the best of Kantar’s expertise.

“We believe our clients and partners have started to experience the benefit of this approach – in more rounded, detailed and holistic research and recommendations. And it is helpful that for the first time we really look like a single family of brands serving a common purpose.”

For further information, please contact Lindsay McMurdo, Lindsay.mcmurdo@kantar.com.

About Kantar Added Value:

Kantar Added Value is the global marketing consultancy of Kantar. Our purpose is to add serious value to the businesses we work with and the world we live in. We challenge our clients to build brands that shift categories and shape culture because we recognise that at a time when people are way more interested in their lives than in the brands we are charged with marketing, we need to develop brands that deliver experiences and champion issues that people genuinely want to engage with. It’s how we add value.

Kantar Added Value’s services include Portfolio Strategy & Segmentation, Brand Positioning, Brand Communications Optimisation, Brand Tracking, Human & Cultural Insight and Cultural Strategy.

Today Kantar Added Value operates globally from 10 locations in 9 countries, working with a broad spectrum of world-famous brands including Unilever, GSK, Nestlé, Vodafone, PepsiCo, Toyota, AT&T, Diageo and Mondelez.

About Kantar

Kantar is one of the world’s leading data, insight and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, employing 30,000 people, provide inspirational insights and business strategies for clients in 100 countries. Kantar is part of WPP and its services are employed by over half of the Fortune Top 500 companies.