WPP media arm GroupM is collaborating with sibling research unit Kantar to bolster its agencies’ planning capabilities.
The media and research arms have created a new planning platform called “Live Panel” that will be utilized by GroupM media shops including Mindshare, MEC, MediaCom and Maxus.
The new platform combines a number of agency processes with Kantar offerings such as the Lightspeed consumer research panels in 30 markets to create an enhanced suite of planning tools. The platform will also integrate purchase and retail behavior data via Kantar’s Worldpanel and Shopcom offerings and add brand equity data from Kantar’s Millward Brown Brand Z.
Kantar’s TGI and TNS Connected Life units will also contribute consumer attitude, product purchase and usage behavior information.
The collaboration is designed to optimize the consumer intelligence possessed by GroupM and Kantar to “turn consumers into audiences and audiences into customers more nimbly and efficiently for our clients’ advantage,” said Irwin Gotlieb, chairman, GroupM Global.
Eric Salama, CEO of Kantar, said the integration of its offerings into Live Panel advances its go-to-market strategy by “connecting us to the client rosters of the world’s largest media investment group,” by billings.