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Post-WPP Kantar expands analytics capability with Mavens of London acquisition

Post-WPP Kantar builds out analytics capability with Mavens of London acquisition

Kantar has broadened its digital consultancy offer with the acquisition of data-led marketing consultancy Mavens of London – its first M&A since WPP sold its majority stake to Bain Capital in 2019.

Since 2009, Mavens has helped marketers optimise their digital performance through an array of SEO, search and content strategies designed to make sense of broad trends, patterns and needs buried deep within reams of data.

To be folded within Kantar’s Analytics Practice this skillset will dovetail with Kantar’s insights into how consumers act, think and feel through both human and artificial intelligence while bringing a raft of new clients such as Dove and Philips.

Richard Ingleton, global chief executive of Kantar’s Insights division commented: “Mavens’ analytics consulting capabilities, in particular, are unique in their ability to combine data literacy, marketing strategy, commercial expertise, and technical delivery to offer solutions from strategy through to implementation.”

Daniel Singer, chief executive of Mavens, added: “We know from the work we do that our smart combination of human and artificial intelligence delivers real return on their marketing investments. Kantar offers us the opportunity to integrate our AI and analytics capabilities with its world-class analytics team to build even more powerful tools and extend the impact we have to even more of the world’s leading consumer brands.”

The takeover comes in the wake of the departure of Kantar chief executive Eric Salama who chose to step down after 17 years at the helm citing ‘personal priorities’ after he was assaulted in London last year, only to be relieved of his duties with immediate effect following reports of a disagreement with Bain.

Before the sale to Bain, Salama outlined his vision of a faster, more tech-driven business to The Drum that centred on a new suite of AI tools designed to furnish clients with more efficient and accurate measurement and campaigns.

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