NEWS12 January 2016

Kantar builds presence in Nordics with acquisition

Europe M&A News

UK – WPP-owned Kantar has bought a majority stake in its partner in Denmark and Sweden, Millward Brown Denmark ApS, to strengthen its position in the region.

The market research agency ApS has been a licensee in Millward Brown’s network since 1997. It has offices in Copenhagen and Stockholm. The financial details of the deal were not disclosed.

The management team at Millward Brown ApS will remain the same, led by its founder, Lars Andersen.

Eric Salama, CEO of Kantar, said: “Nordic countries form an important and coherent cluster of markets in Europe with 25 million consumers and further growth opportunities. Kantar already has a strong presence in Sweden, Denmark, Norway and Finland with TNS and Kantar Media, and adding Millward Brown Denmark will make our overall offer the best in the domains of brand and communication.”