As the consulting industry enters the advertising sphere, one of the top advertising groups has taken the fight back to the consulting industry – by adopting similar tactics that the consulting industry has adopted to expand into the advertising sector.
The firm, WPP, has formally launched its unified consulting wing, Kantar Consulting, to acquire upcoming mid-tier consultancy firms under its strategy of aggressive investment to beat off new competition. Now, Kantar has completed the purchase of Mash Strategy, the London-based brand strategy and growth consultancy.
In recent times, top consultancy firms have encroached the advertising sector, which has severely affected the advertising sector. This has narrowed down the revenue channels of the advertising industry. In recent times, top consultancy firms such as Deloitte and Accenture have bought up smaller agencies to strengthen their own design offerings.
Kantar Consulting has been created from the merger of four WPP brands which include Kantar Added Value, Kantar Futures, Kantar Vermeer and Kantar Retail. With the acquisition, 25 employees from Mash will join Kantar Consulting in New York and London. The will bring an assortment of integrated consulting services to the new firm which includes clients such as Johnson & Johnson, Samsung, Unilever, Cancer Research UK, and PepsiCo.
Mash was established by Conrad Pearson and Jonathan Williams in 2010 with the aim of helping brands take a more entrepreneurial approach to brand growth. The group recently opened its office in New York and it plans to continue its own expansion under Kantar.
Leader of the Brand and Marketing practice for Kantar Consulting in Europe, Bart Michels said that Kantar sees great potential in adding Mash’s creative storytelling and data integration skills to its existing capabilities. Its investment in Mash will bring real value to its respective and shared clients. Building on the launch of Kantar Consulting earlier this week, this investment illustrates Kantar’s determination to rewrite the rules of demand and help switch on growth for its clients.
Mash Chief Executive Officer, Conrad Persons added that Kantar Consulting’s investment provides it with more opportunity to scale Mash’s impact, both geographically and in offer development terms to help take the company’s core proposition to the next level. Mash has always been a company which works with the broadest ecosystem of partners, and today’s news is a natural extension of that strategy. Persons added that the company sees big growth opportunities in working closely with all Kantar businesses.