Print Published 8th Jan 2018, 22:05

WPP restructures four consultancy businesses under Kantar Consulting brand

Kantar, the WPP research and data management division, is merging some of its marketing consultancy brands under a new Kantar Consulting banner as part of a plan that appears likely to rationalise some of the division’s existing businesses.

The newly badged consulting business will comprise four formerly discrete Kantar businesses – Added Value, Kantar Retail, Vermeer and Futures.  By consolidating the four businesses, Kantar may be seeking to strengthen its market position when competing with the increasing number of management consultancies that have recently invested in marketing and digital agencies such as Accenture’s acquisition of Brand Learning Group (see What is Brand Learning Group worth to Accenture?).