The idea of A Measure of Inspiration was translated into a dynamic and modern identity to allow each individual brand within the group to retain its own personality. We turned the ‘K’ of Kantar into a device to highlight the impact of inspiration wherever it was found, and commissioned unique art-style imagery to give the brand its own voice, unconventional in the market associated with research. We then worked with each individual business unit to make the brand real throughout the business.

The strategy has created a strong Kantar family feel, but also allowed the specialist operations to communicate appropriately with their own unique audiences.