Kantar to Acquire Blackwood Seven, Accelerating Marketing ROI Technology Roadmap
25 Abril 2022 - 7:48AM
Business Wire
Kantar, the world’s leading data-driven analytics and brand
consulting company today announces it has reached a definitive
agreement to acquire Blackwood Seven, the Copenhagen, Denmark-based
marketing measurement and optimisation company. The transaction is
anticipated to complete by the end of April. The move cements
Kantar’s position as a market-leader in marketing ROI measurement;
a market forecast to be valued at $3 billion by 2024 (17% CAGR1),
and accelerates the firm’s plans to bring a Unified Marketing
Measurement solution to its global client base. Operationally, the
Blackwood Seven team will join Kantar’s Analytics Practice, led by
Chris Petranto. Today’s announcement represents Kantar’s sixth
acquisition since Bain Capital took a majority shareholding in
December 2019.
Founded in 2013 by Henrik Hasselbalch Busch, Thomas Bertelsen
and former CEO Carl Erik Kjærsgaard, Blackwood Seven is a leading
provider of marketing effectiveness and planning solutions. They
offer highly scalable, AI-powered, cookie-less unified marketing
measurement globally. Their advanced analytics produce marketing
ROI insights at a granular level, enabling marketers to optimise
their investments and predict business outcomes. Powered by the
Hamilton.AI platform, which continually learns from the effects of
past media investments, their solutions model a multitude of
scenarios to create future media plans down to an individual
publisher level. Sophisticated modelling, which accounts for
synergies between channels, macroeconomic factors and competitor
activity, allows marketers to make better informed decisions.
Continuously refreshed data inputs also facilitate real-time
planning and in-flight campaign optimisation.
Commenting on the acquisition, Ted Prince, Chief Product
Officer at Kantar, said: “Kantar’s well-established credentials
in ROI analysis are bolstered significantly by the addition of
Blackwood Seven’s technology solution. Clients, including Honda,
Suncorp and Telenor, already use their solution for budget setting,
competitor analysis, reducing customer acquisition cost, measuring
brand equity and minimising customer churn. The move will give
Kantar’s global roster of clients access to the more granular
analytics it provides, alongside the strategic guidance we are
known for.”
Prince continues: “Today’s marketers need a solution that
brings together insights for both strategic and tactical/in-flight
decision-making, and that is futureproofed against cookie
deprecation and privacy legislation. We see this driving marketing
ROI budgets towards Unified Marketing Measurement solutions in the
future. Blackwood Seven’s unique AI-powered product is a leader in
this space, and the team has an impressive track record of winning
and retaining clients. We are excited to welcome them into our
Analytics Practice.”
Henrik Hasselbalch Busch, CEO, Blackwood Seven, added:
“Blackwood Seven’s solution gives marketers a way to bring
granularity and depth to measuring the effects of their marketing
investments, answering the need for a solution to guide both
strategic and tactical decisions. Kantar is uniquely placed to
scale the offer and enable more businesses around the world to
benefit from its many applications.”
Commercial terms of the transaction were not disclosed.
-Ends-
About Kantar: Kantar is the world’s leading
evidence-based insights and consulting company. We have a complete,
unique and rounded understanding of how people think, feel and act;
globally and locally in over 90 markets. By combining the deep
expertise of our people, our data resources and benchmarks, our
innovative analytics and technology, we help our clients
understand people and inspire growth.
1 Forrester estimate, Q1 2022
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version on businesswire.com: https://www.businesswire.com/news/home/20220425005466/en/
Sam Mohr kantar@axicom.com
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