Kantar has launched a new corporate identity for the parent brand and its 12 operating brands, to create a more unified look and feel across the whole business.
The new identity, developed in close collaboration with WPP branding specialists The Partners, will be rolled out across all external and internal communications channels in the coming months.
Operating brands not previously Kantar-branded will now take a Kantar prefix and a new, common typeface. For example: TNS and Millward Brown now become Kantar TNS and Kantar Millward Brown. The only exception is Lightspeed GMI, which now rebrands as Lightspeed.
The firm is introducing a new tagline, “Inspiration for an extraordinary world”, drawn from its new corporate purpose statement, “To inspire our clients, our people and society to create and flourish in an extraordinary world.”
Kantar’s new identity reflects an on-going change programme that started in January,which has involved greater collaboration between operating brands and the creation of a new insights group. Its Global operations capabilities have been brought together into a single entity and the company is moving towards more aligned shared services in HR, finance and IT.
Kantar CEO Eric Salama said: “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.”
Two new units are going to be launched soon: Kantar Public, covering its governmental and public policy work; and Kantar Consulting, which will offer a broader range of marketing and sales consulting.