Unearthing that which is rare, beyond the obvious. 

Formed from a $4bn merger, Kantar is one of the world’s largest research, data and insights business. It offers the most complete view of consumers – the way they live, shop, vote, watch and tweet – in over 100 countries worldwide. Kantar mine the complex data – from purchase and media data points to predicting trends; from neuroscience to exit polls; from quantitative and qualitative studies, ethnography and semiotics – to unearth that which is both rare and extremely valuable. Insight.

We created a brand strategy for Kantar to unite 30+ separately branded businesses under one brand and designed an identity to highlight Kantar’s unique value at the core.


In 2009 WPP’s Kantar Group completed a takeover of TNS, resulting in a $4bn merger and an extremely complex brand architecture challenge. Our task was to rationalize over 30 companies, each with their own equity and focus, into a more coherent, client-facing offer, while those brands with strong equity retained their original identities.

Fast forward ten years and clients were requesting a greater collaboration between Kantar businesses. We reflected this in a more cohesive brand architecture that connects nine operating brands to the Kantar master brand, all with a degree of individuality to reflect their expertise and personality.

Kantar go beyond the obvious with intelligence, passion and creativity to unearth precious insights and set strategies that inspire extraordinary success for its clients. The idea of valuable insight, ‘Unearthing that which is rare, is at the heart of its brand. The rarity and value of gold is universally recognised, so we represented Kantar’s insights through a sparing use of gold in the identity system, and particularly in data and research visualisation, to highlight the most valuable insight.

A distinctive use of gold in the approach to photography compliments black and white visual system, to create visual language, unmistakably Kantar.

With 30,000 people across 100 countries, Kantar is the world’s leading research, data and insights business, inspiring clients – including half of the Fortune 500 companies – to make better and braver business decisions.

"There was a huge amount resting on this. We demanded an outstanding solution and that’s exactly what we’ve got."

Kantar CEO