Kantar Rolls Four Brands into New Consulting Division

Kantar is merging four of its brands to create a new division, Kantar Consulting, with former Kantar Retail leader Phil Smiley as CEO. The new firm also includes the Added Value, Futures and Vermeer units and launches with more than 1,000 analysts, developers and consultants.

Kantar says the new division is 'unique in combining retail, sales, ecommerce and marketing expertise, a deep understanding of how consumers think, live, behave and buy and world-leading proprietary data'. Its heritage includes Kantar Added Value's expertise in cultural understanding, brand purpose and positioning; Kantar Futures' understanding of consumer foresight and trends; shopper and ecommerce nous from Kantar Retail; and brand, organisational and ROI consulting experience from Kantar Vermeer.

The new division launches with assets including PoweRanking, RetaiI IQ, RichMix, XTEL, VR Infinity, GrowthFinder, Global Monitor, and the 'Marketing, Insights and Purpose 2020' series. Smiley, in ambitious vein, comments: 'We will rewrite the rules of demand and the conventions of marketing and sales. Our Whole Demand philosophy will help clients go beyond strategy to generate and convert demand and create long-lasting, sustainable growth'.

Beth Ann Kaminkow, North America CEO of the unit, told web site adage.com the launch 'isn't really about trying to even the score' with consultancies muscling in on the turf of market research, but is 'more about getting credit for the capability we have within WPP' - as well as increasing Kantar's role in agency new-business pitches. She added that the new unit plans to hire additional talent and make acquisitions.

Kantar Chief Eric Salama says of the launch: 'We are creating Kantar Consulting to fulfil our ambition of bringing a deeper, more rounded consulting offer to our clients. Alone and in combination with other capabilities, Kantar Consulting will be a core part of Kantar and WPP's success in the future'.

Web site: www.kantarconsulting.com .