Kantar

One of the world's largest market research and data analytics firms; a leading independent provider of brand, media, and marketing effectiveness measurement globally

Kantar is an international market research company headquartered in London that employs approximately 20,000 people across more than 90 countries, working across disciplines including brand strategy, advertising effectiveness, social media monitoring, and consumer and shopper behavior.¹ In the advertising space, Kantar delivers intelligence to power brand growth, enabling brands to make effective marketing decisions based on predictive evidence and to craft growth strategies rooted in the connection between consumers, brands, and enterprise value.² Its advertising intelligence solutions offer a unified view of brand ad placement and spend across all media touchpoints — including TV, digital, out-of-home, radio, print, and cinema — allowing advertisers and agencies to monitor competitor activity across channels in a single dashboard.³ Kantar's media and creative solutions, reviewed by a diverse global team of experts, measure consumer reactions to ads and campaigns to assess effectiveness and help marketers make decisions that will quantifiably build their brands.⁴ Bain Capital Private Equity has held a majority stake in Kantar since July 2019, when WPP sold a 60% share for $3.1 billion at a valuation of $4.0 billion.¹ Source 1: wikipedia.org — Kantar Group Source 2: kantar.com — About Kantar Source 3: fifty5blue.com — Advertising Intelligence Source 4: newdigitalage.co — Kantar reveals the most effective advertising of the year