KMR will operate as an independent division of Millward Brown, reporting to Bob Meyers, a Director of Kantar and CEO of the Millward Brown Group. Andy Brown, previously Director of KMR with responsibility for Target Group Index and Software takes over as the new CEO of KMR.

According to David Jenkins Chief Executive of Kantar Group, "In Andy, we have a terrific leader to steer KMR through the rapid structural and technological changes taking place in the media industry. The alignment with Millward Brown should benefit our clients by linking KMR’s products and services to the Millward Brown global infrastructure."

Bob Meyers commented, "This restructuring is designed to meet client needs today, where research agencies need to be able to offer global reach alongside local expertise. Now that KMR is part of the Millward Brown Group, they gain access to our international resources which will help them continue their strong growth whilst at the same time operating as a standalone division, and maintaining the unique equity they have built up."

Andy Brown added, "KMR has an excellent blend of skills. Our TGI studies and analysis software are internationally renowned and the quality of our custom research through BMRB is second to none. However, the link with Millward Brown will enable us to expand our existing services as well as develop a range of innovative new products and services which we can offer all round the world to our clients. At the same time, there are significant and exciting benefits to be gained from more directly linking KMR’s product range and skill base to Millward Brown’s portfolio of services, in particular to BrandDynamic and ATP."

BMRB, a major full service research agency in the UK, remains largely unaffected by these developments. Malcolm Rigg, appointed Managing Director of BMRB, commented "All round, this is a win win move and means we are ideally placed to meet divergent client needs. Internationally, TGI now have the resources they need to expand more quickly, whilst BMRB is able to continue to offer unparalleled expertise in social research and complex ad-hoc studies."

Since KMR was formed in January 1998 it has grown to be the leading global media information supplier encompassing TGI in 32 countries, TV audience measurement in 26 countries as well as software and custom research capabilities.