NEWS22 October 2012

Kantar Retail opens first S American office in Brazil

Latin America

BRAZIL — Kantar Retail has announced moves to open its first South American office in Brazil. The firm, owned by WPP, says it will specialise in shopper marketing for Latin-American FMCG companies and retailers.

Kantar says it is making the move because South America is one of the fastest-growing regions in the world and, as the world’s sixth-largest economy, Brazil is a key strategic market for Kantar.

As part of Kantar Retail’s entry, it will partner sister company TNS and combine Kantar Retail’s insight-based category strategies and category leadership with TNS Brazil’s primary shopper research capabilities.

The firm has appointed Campofrio Food Group’s SVP Eric Debarnot (pictured) to head up Kantar Retail’s new office in São Paulo. He was previously in charge of business and customer development for Europe’s largest processed meat company, and has also been a senior marketer with brands including Mars and in LVMH in Brazil.

Debarnot has worked with Kantar Retail in the past. He was general manager of Kantar Retail’s French unit from 2002 to 2007. He said: “Brazil is a complex country because of its size and geography – the balance of using wholesalers, distributors and direct operations is one of the challenges in this vast country. Our go-to-market offer and value chain optimisation expertise can be an enormous help to potential clients looking to tap into new markets.

“The 2014 World Cup and 2016 Olympics will offer additional opportunities for retailers as well as for manufacturers to sell more products, and to communicate more on their brands. Kantar Retail will be on the ground in Brazil offering solutions based on our unique understanding of retailer strategies to help suppliers and retailers capitalise on this.”