In 2008, Kantar – the market research division of WPP – bought TNS, a leading global research agency. A portfolio review resulted in TNS Worldpanel being separated out from its parent company and changing its name to Kantar Worldpanel.
Although present in some 30 countries, it had never needed its own brand strategy, as it had always been a division of a larger group and positioned itself within the context of the parent brand.
I worked alongside The Partners to help deliver a new brand idea, strategy and identity. I then worked with an implementation team in Kantar Worldpanel to help them deliver their new brand internally and through an external launch.
HIGH DEFINITION INSPIRATION
Kantar Worldpanel is the world leader in consumer knowledge and insights based on continuous quantitative consumer panels. It combines market monitoring, advanced analytics and bespoke solutions to deliver an extraordinarily comprehensive picture of shopper behaviour and attitudes. In fact, they know more about what and when people buy, why they buy and how they consume then shoppers themselves.
But knowledge itself is of no value without understanding the implications. What Kantar Worldpanel does brilliantly is provide both the dynamic big picture and the incredibly fine detail, coupled with the insights that inspire businesses to make better decisions for their brands.
High definition inspiration defines both what they do and the benefit they deliver. The visual identity dramatises the “big picture, fine detail” story and their ability to focus on what really matters.
Project completed as Quite Early One Morning and in collaboration with The Partners.