Kantar today announced the launch of a new corporate identity- for the parent brand and its 12-strong family of operating brands- designed to create a unified look and feel across the whole business. Operating brands not previously Kantar-branded will now take a Kantar prefix and a new, common typeface. For example: Millward Brown, IMRB, and TNS will now become Kantar Millward Brown, Kantar IMRB, and Kantar TNS.
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. The company will shortly be adding to the 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.
Eric added, “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.”
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.”
Preeti Reddy, CEO, South Asia – Insights, talking about the rebranding said: “Clients have consistently asked us to be more collaborative in the way we work with them; faster and more agile at a local and global level. They want the ‘best of Kantar’ on a consistent basis, not just on occasions. Earlier this year we put in place a whole new way of working to remove siloed thinking and barriers between the Kantar companies to collaboration for client benefits. In South Asia, we will be able to bring together the thought leadership of three powerful brands and harness the power for our clients. This combination brings with it an ability to converge thoughts when required to solve a problem as well as an ability to diverge solutions when clients need choice. That is a unique mix and in, my view, will make Kantar an even more dominant force in South Asia.
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.