Kantar Media rebrands as Fifty5Blue
Kantar’s owners Bain Capital and WPP divested Kantar Media in 2025, with investment firm HIG Capital buying the business in a deal estimated to be worth $1bn that concluded in August.
With the new name designed to reinforce the company’s independence post-sale, the business said a ‘decisive transformation’ under independent ownership has included investing in its employees, technology and partnerships.
Fifty5Blue said it is squarely focused on helping advertisers, agencies, media owners and social platforms to make better decisions on their content and advertising strategies.
Patrick Béhar, global chief executive (pictured), said: “Today we step forward as Fifty5Blue with ambition. In a world full of noise, with no shortage of data, we believe clarity is the real differentiator.”
Béhar said the new brand “stands on the shoulders of the business we have built over the past year”.
The business plans to increase its investment in hybrid solutions that combine panels with big data, as well as investing more in AI with the aim of making it easier for clients to access its proprietary data.
Fifty5Blue will retain the existing branding of its established products and businesses including Ibope, TGI and TechEdge.
The company has introduced a new visual identity to support the rebrand.
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