Summary
In this episode of the In/organic Podcast, host Christian Hassold and guest Keith Anderson delve into the evolving landscape of data measurement, focusing on WPP's potential divestment of Kantar. They discuss the implications of this move, the importance of independent measurement in advertising, and the future of Kantar in the market. The conversation also touches on the challenges agencies face in adapting to a rapidly changing media environment and the need for collaboration and innovation within the industry.
Takeaways
- WPP is exploring the sale of its stake in Kantar to streamlines its business and bring more cash onto their balance sheet
- Kantar is known for its consumer panel businesses and global footprint, WPP currently owns 40%, Bain Capital owns 60%.
- Independent measurement is crucial for advertisers but the capabilities on a standalone basis are becoming commodified
- The agency business is facing significant challenges, global agencies must elevate their offerings to remain competitive in a world where clients are seeking to consolidate spend with a single global partner
Chapters
00:00 Introduction
05:23 Understanding WPP and Kantar's Relationship
09:22 WPP's Strategic Reasons for Acquiring Kantar
12:46 Independent Measurement in Performance Marketing
16:47 Bain's Potential Divestment of Kantar
20:45 Analyzing WPP's Tech Strategy & CTO vs CPO
23:54 Kantar's Potential Acquirers
28:12 Agency Evolution and Collaboration in a Changing Market
35:04 Conclusion
Connect with Christian & In/organic Podcast
Christian's LinkedIn: https://www.linkedin.com/in/hassold/
In/organic on LinkedIn: https://www.linkedin.com/company/inorganic-podcast
In/organic on YouTube: https://www.youtube.com/@InorganicPodcast/featured
Connect with E19 guest, Keith Anderson on LinkedIn
https://www.linkedin.com/in/keithanderson101/
Episode References
WPP FGS Divestment Announcement: https://www.wpp.com/en/news/2024/08/wpp-to-sell-its-majority-stake-in-fgs-global
Reuters divestment press: https://www.reuters.com/business/wpp-is-considering-sale-stake-bains-kantar-source-2024-01-10/
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