WPP ties Kantar units to create data-driven powerhouse

WPP is beefing up its quest for data marketing budgets by merging four Kantar brands into a new specialist sales and marketing consultancy, Kantar Consulting, which the group claims will “switch on growth” for brand owners and retailers.
The new agency is formed from the merger of Kantar Added Value, which offers “cultural understanding, brand purpose and positioning”; Kantar Futures, a specialist in “consumer foresight and trends”; Kantar Vermeer, which works on marketing ROI; and Kantar Retail, the retail, sales ecommerce and shopper agency. It is not known if the merger has resulted in any job losses.
Launching with over 1,000 analysts, thought leaders, software developers and consultants Kantar Consulting’s client base features major multinationals including Unilever, Pepsi, Tata, Bayer, Amazon, Walmart and major regional clients such as JBS, Pladis, Alibaba and RBS.
It is yet another move in WPP boss Sir Martin Sorrell’s plan to boost what the firm describes as “data asset management”.
Kantar Consulting chief executive Phil Smiley said: “We live in a new era of consumption. Growth can no longer be assumed, yet there are more, not fewer, opportunities to build breakout brands and new lines of business. Future growth exists, but beyond the comfort zone of most organisations; it is more granular, less siloed and more opportunistic.”
He continued: “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.”