The Kantar prefix will now appear on the majority of its brands – for example Kantar TNS, Kantar Millward Brown – with Lightspeed GMI the only exception which will now be called just Lightspeed.

The new identity has been developed by WPP branding specialists The Partners and will be rolled out across all external and internal communications channels in the coming months.

Along with the rebranding, Kantar is introducing a new tagline, ‘Inspiration for an extraordinary world', drawn from its new corporate purpose statement – "To inspire our clients, our people and society to create and flourish in an extraordinary world".

Eric Salama (pictured), Kantar CEO, said: “The rebranding is a tangible, visible expression of our desire to present clients with more easily-navigable and connected solutions that bring together the best of Kantar’s expertise.

“We believe our clients and partners have started to experience the benefit of this approach – in more rounded, detailed and holistic research and recommendations. And it is helpful that for the first time we really look like a single family of brands serving a common purpose.”

The new identity reflects an on-going change programme that Kantar began in January which has involved greater collaboration between operating brands and the creation of a new insights group.

Two new units are going to be launched soon: Kantar Public, covering its governmental and public policy work; and Kantar Consulting, which will offer a broader range of marketing and sales consulting.