NEWS3 October 2019

Kantar simplifies structure in Germany

Europe News

GERMANY – Kantar is re-organising in Germany, following the merger of the company’s operating brands under the single Kantar brand name earlier this year.


Kantar Deutschland GmbH, Kantar Germany GmbH, Kantar Live GmbH and Kantar Health GmbH have merged and will now be known as Kantar GmbH.

Kantar Media GmbH remains under the leadership of Michael Maillinger, Germany chief executive of the media division.

The re-organisation is part of a strategic realignment that has also included optimising processes for data acquisition and processing, and defining new job role profiles.

In March, Kantar said it was removing all sub-brands, with all businesses operating under the single Kantar name.

Private equity firm Bain Capital is in the process of acquiring a 60% stake in Kantar following WPP’s review of the company’s ownership. The investment, announced in July and expected to complete in early 2020, valued Kantar at around $4bn.

Stefan Stumpp, chief executive of the company’s insights division in Germany, said: "With the new structure, we summarise the competencies of previously separate organisations in one. In doing so, we are responding to our customers’ desire for direct access to our bundled know-how in our core competency fields, more efficiency and faster innovation. The new departments promote holistic thinking and working as well as the further development of our specific know-how."