Kantar, a privately owned company headquartered in the UK, was founded in 1992. The company specializes in market research, functioning as a marketing data and analytics firm.
On April 24, 2026, Vimto’s Ramadan campaign earned global recognition, securing a place among Kantar’s top 10 most effective campaigns worldwide and standing as the only Middle East campaign featured in the ranking. Previously, on April 23, 2026, Kantar appointed Mary Pat Simpson as Vice President Growth and Strategy Automotive and relaunched its Detroit office, aiming to boost its automotive offerings. This follows the April 22, 2026, announcement of the Kantar Advertising Effectiveness Awards, which recognized 36 brands across four categories—campaigns, digital and social, TV, and print and outdoor. The Campaigns category was a new addition, based on Kantar's media effectiveness intelligence and reflecting increased integration of creative and media in advertising, with winners determined by the reactions of real people.
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