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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