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 29, 2026, the Kantar Advertising Effectiveness Awards in Sydney revealed that advertising campaigns breaking patterns proved most effective in Australia, driving both short-term outcomes and long-term brand equity. Previously, on April 27, Kantar discussed the intelligence advantage in building enduring brands, highlighting the FIFA World Cup as an example, ahead of the May 14 launch of its BrandZ Most Valuable Global Brands. On the same day, Kantar, in collaboration with DIVA Charitable Trust and The Curve Foundation, published research indicating that 58% of LGBTQIA+ women in India delay or avoid healthcare due to discrimination, representing the highest rate among five surveyed countries. This followed news from April 24, when Vimto’s Ramadan campaign secured global recognition among Kantar's top 10 most effective campaigns worldwide, the only Middle East campaign to feature in the ranking.
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