Kantar Media has been renamed Fifty5Blue following last year’s sale to private equity company HIG Capital.
Part of the terms of the acquisition required HIG to rebrand the business within two years.
The overhaul includes a blue and white visual identity and aims to create a clear distinction between research company Kantar, still owned by WPP, and the media measurement and analytics business.
Fifty5Blue will focus on “helping advertisers, agencies, media owners and social platforms make better decisions on both their content and advertising strategies and investments”, the company said in a press release.
Kantar Media was previously part of Kantar Group, which is owned by Bain Capital and WPP. It was sold to HIG in August last year, in one of the last big M&A deals overseen by erstwhile WPP chief executive Mark Read. Read has since been appointed chairman of the board at Kantar Media.
The deal did not affect the main Kantar business, which is still focused on market research and insights.
Patrick Béhar, Fifty5Blue’s global chief executive, said: “In a world full of noise, with no shortage of data, we believe clarity is the real differentiator. Our role is to remove unnecessary complexity, provide the right data with the most rigorous methods and help our clients gain the clarity to make better decisions.
“This new brand stands on the shoulders of the business we have built over the past year and the standards we continue to hold ourselves to – clearing the fog, standing for independence and embracing impatience.”
Source: Campaign UK
