Kantar has launched a new consulting division, Kantar Consulting, a specialist sales and marketing consultancy designed to ‘switch on growth’ for brand owners and retailers.
With its combined creative and analytical heritage, Kantar Consulting is unique in combining retail, sales, ecommerce and marketing expertise, a deep understanding of how consumers think, live, behave and buy and world-leading proprietary data. Unlike other consultancies it is able both to develop strategies, execute against them right up to shelf-edge, and embed capabilities within client organisations.
Kantar Consulting is formed from the merger of four founding brands; Kantar Added Value, Kantar Futures, Kantar Vermeer and Kantar Retail. Each is a world leader in its respective field: Kantar Added Value in cultural understanding, brand purpose and positioning; Kantar Futures in consumer foresight and trends; Kantar Retail as retail, sales ecommerce and shopper specialists and Kantar Vermeer as brand, organisational excellence experts and leaders in marketing ROI.
Discussing future growth opportunities, Phil Smiley, CEO, Kantar Consulting, commented: “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.”
Eric Salama, CEO, Kantar added: “We are creating Kantar Consulting to fulfil our ambition of bringing a deeper, more rounded consulting offer to our clients. Alone and in combination with other capabilities, Kantar Consulting will be a core part of Kantar and WPP’s success in the future.”