Kantar to integrate back-end of IMRB, TNS and Millward Brown

MUMBAI: Kantar, WPP’s research and consulting unit, is integrating back-end operations of all three research and consumer insight companies — IMRB, TNS and Millward Brown, a move that will make it the largest research consultancy in the country.

This follows WPP’s recent move to use Kantar as a prefix for all businesses globally to create a unified look. After the integration, the combined entity, which competes with Nielsen and Ipsos, will be able to conduct 7-8 million interviews every year, making it one of the world’s largest insight, information and consultancy groups, a senior company executive said.

“Earlier, everybody ran their own operations for data collection and analysis and also HR, IT, finance. For each of these operations, companies had their own individual structures. So, the foundation has now been integrated, and that is a very significant thing for India where we are constantly trying to improve the quality of data that we collect,” said Preeti Reddy, who has been elevated as CEO of Kantar south Asia-Insights and oversees all three Kantar brands across south Asia — India, Sri Lanka and Bangladesh. However, these will continue to operate and compete as three different firms with distinct positioning and offers for clients, Reddy said.

“The idea is to not reduce the choices for clients, but for these three companies to work together when there is a business problem. We have to look at a solution that combines the learning of all the three companies.” Kantar will also be launching new brands globally including an insights group, Kantar Public, focusing on governmental and public policy work, and Kantar Consulting, which will provide a full and broader range of marketing and sales consulting to clients.

While Kantar Public will be introduced in India sometime this month, others will come depending on whether or not they have enough traction in the country.