Kantar Consulting brings together four of Kantar’s founding brands — Kantar Retail, Kantar Added Value, Kantar Futures and Kantar Vermeer — into one company. Kantar said the new consultancy combines retail, sales, e-commerce and marketing expertise with a deep understanding of how consumers think, live, behave and buy and world-leading proprietary data.
The Kantar Consulting team encompasses more than 1,000 analysts, thought leaders, software developers and expert consultants. Its assets include PoweRanking, RetaiI IQ, RichMix, XTEL, VR Infinity, GrowthFinder, Global Monitor and the “Marketing, Insights and Purpose 2020” series.
“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,” stated Phil Smiley, chief executive officer of Kantar Consulting. “Future growth exists, but beyond the comfort zone of most organizations. It is more granular, less siloed and more opportunistic.”
Kantar noted that, unlike many other consultancies, Kantar Consulting can develop strategies, execute them and embed capabilities within client organizations. This stems in part from the leadership of the founding brands in their respective fields: Kantar Retail in retail, sales, e-commerce and shopper analysis; Kantar Added Value in cultural understanding, brand purpose and positioning; Kantar Futures in consumer foresight and trends; and Kantar Vermeer in brand and organizational excellence experts and marketing ROI.
“We will rewrite the rules of demand and the conventions of marketing and sales,” added Smiley, who previously was global CEO of Kantar Retail. “Our ‘Whole Demand’ philosophy will help clients go beyond strategy to generate and convert demand and create long-lasting, sustainable growth.”
At launch, Kantar Consulting’s client base includes major multinationals such as Unilever, Pepsi, Tata, Bayer, Amazon and Walmart as well as major regional clients like JBS, Pladis, Alibaba and RBS.
“We are creating Kantar Consulting to fulfill our ambition of bringing a deeper, more rounded consulting offer to our clients,” commented Kantar CEO Eric Salama. “Alone and in combination with other capabilities, Kantar Consulting will be a core part of Kantar and WPP’s success in the future.”