Kantar Media Rebrands as Fifty5Blue

Following its acquisition by H.I.G. Capital in August last year, Kantar Media has announced it is rebranding as Fifty5Blue.

The firm says its new visual identity reflects its values: 'clarity, focus and confidence,' and stresses that established products and companies within the business - including Ibope, TGI and TechEdge - 'remain central to the business, continuing to evolve and scale within the Fifty5Blue portfolio.'

Global CEO Patrick Béhar; comments: 'Today we step forward as Fifty5Blue with ambition. In a world full of noise, with no shortage of data, we believe clarity is the real differentiator. Our role is to remove unnecessary complexity, provide the right data with the most rigorous methods and help our clients gain the clarity to make better decisions. This new brand stands on the shoulders of the business we have built over the past year and the standards we continue to hold ourselves to - clearing the fog, standing for independence and embracing impatience.'

Béhar continues: 'Our clients and partners can expect the same trusted measurement, independence and commitment to helping them navigate change. What's new is our impatience to innovate, deliver and scale faster for our clients, our partners and our teams.' Specifically, this innovation will include AI - of course - as well as 'investment in hybrid solutions that combine the highest-quality panels with the scale and granularity of big data, powered by strong technology and governed by independence.'

Web site: www.fifty5blue.com .