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WPP Kantar Media Marketing

Kantar Consulting expands with Mash Strategy purchase


By John Glenday, Reporter

January 12, 2018 | 3 min read

Kantar Consulting has begun the year on an expansionary note with the acquisition of Mash Strategy, a brand strategy and growth consultancy based in London.


Kantar Consulting expands with Mash Strategy purchase

Kantar’s move will see it bring 25 Mash employees in New York and London under its wing, bringing an array of integrated consulting service expertise to bear not to mention a client base that includes the likes of Johnson & Johnson, Samsung, Unilever and PepsiCo.

In a statement WPP wrote: “This acquisition continues WPP’s strategy of investing in important markets and sectors. Worldwide, WPP’s data investment management companies (including associates and investments) collectively generate revenues of approximately US$4.5 billion and employ around 33,000 people. In the UK, WPP companies (including associates) generate revenues of approximately US$3 billion and employ nearly 17,000 people.”

“We see great potential in adding Mash’s creative storytelling and data integration skills to our existing capabilities,” said Bart Michels, who leads the Brand and Marketing practice for Kantar Consulting in Europe. “Our investment in Mash will bring real value to our respective and shared clients. Building on the launch of Kantar Consulting earlier this week, this investment illustrates our determination to rewrite the rules of demand and help switch on growth for our clients.”

Mash chief executive Conrad Persons added, "Kantar Consulting’s investment provides us with more opportunity to scale our impact, both geographically and in offer development terms to help take our core proposition to the next level. We have always been a company who work with the broadest ecosystem of partners, and today’s news is a natural extension of that strategy. We see big growth opportunities in working closely with all Kantar businesses.”

Kantar Consulting is a newly launched division of Kantar, the data investment arm of WPP, which fits with WPP’s global investment strategy.

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