Kantar Adds Prefix to Create Unified Brand

WPP's data investment management division Kantar has re-branded its twelve operating businesses with a unifying prefix, for example 'Kantar TNS' and 'Kantar Millward Brown'. The exception is digital data collection specialist Lightspeed GMI, which now reverts to its original name Lightspeed.

The company will also be launching a business called Kantar Public, bringing together its global expertise in governmental and public policy work; and a division called Kantar Consulting, drawing expertise from several brands to provide a broader range of marketing and sales consulting solutions and capabilities.

Developed in collaboration with WPP branding agency The Partners, the new identity and common typeface will be rolled out across all external and internal communications in the coming months. Kantar says its new identity reflects an 'on-going change programme' that kicked off in January, to encourage greater collaboration between operating brands, and the creation of a new insights group through 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 sharing of services across HR, finance and IT.

Along with the rebranding, Kantar is introducing a new tagline: 'Inspiration for an extraordinary world', drawn from the firm's corporate purpose statement. Kantar CEO Eric Salama (pictured) comments: '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'.

Web site: www.kantar.com .