The company says the move is the next in a series of rebranding decisions made by WPP’s market research business Kantar, to realign the historic TNS portfolio following its 2008 acquisition.
Kantar Worldpanel will be accessible for use by all of Kantar’s research businesses including TNS, enabling the smooth sharing of data and expertise. The rebrand will be consistent across Worldpanel’s operations in Europe, Asia, North America and Latin America.
A new logo and brand identity will ensure that Worldpanel fits comfortably within the Kantar fold while maintaining a modern and independent image.
Under Kantar Worldpanel,the consumer research panels, methodology, service and delivery teams will remain consistent with the previous TNS offer.
This will include no changes to the monthly supermarket share data ensuring like-for-like comparison of TNS Worldpanel and Kantar Worldpanel data to enable the delivery of trended year-on-year figures.
Kantar Worldpanel’s UK managing director Tim Kidd, says: “The Worldpanel brand is an invaluable information currency with a strong profile and loyal customer following across the retail sector. The rebrand will strengthen this by enabling all of Kantar’s research businesses to draw on our specialist expertise and vice versa. Our clients have been very supportive of the move, recognising the great opportunities presented by working with the wider Kantar group. It’s an exciting time ahead.”