Kantar to acquire StepUp RGM

StepUp enables full RGM roadmap development and implementation for consumer packaged good (CPG) brands, using artificial intelligence-driven data-sourcing, enriching and modelling within its software-as-a-service (SaaS) platform.

StepUp RGM will join Kantar XTEL, Kantar’s trade optimisation business, and will aim to support global CPG brands in managing and optimising commercial levers and trade spend to deliver revenue and margin growth.

More than 100 CPG companies rely on the combined business’ mission-critical software, with customers including Beiersdorf, Danone, Heineken, Mars, Mondelez, and Perfetti van Melle.

Following completion, the combined business will operate independently within the Kantar Group, with SilverTree Equity as a key operating partner and shareholder.

The entire StepUp RGM team will join Kantar XTEL and StepUp will become the lead RGM product. Cédric Guyot will head up the combined business as chief executive.