Kantar Buy Strengthens Nordic Offer

Kantar has acquired a majority stake in its partner in Denmark and Sweden, Millward Brown Denmark ApS, which has been a Millward Brown licensee since 1997.

Millward Brown Denmark's consolidated revenues for the year ended 30th June 2014 were DKK 52.3 million (£5.23m). The firm, which has offices in Copenhagen and Stockholm, will retain its current leadership team led by founder Lars Andersen.

Kantar says MB Denmark has 'a well-balanced client portfolio combining large international clients and local brands' and that the buy will strengthen its presence and broaden its offer in all Nordic markets. CEO Eric Salama comments: 'Nordic countries form an important and coherent cluster of markets in Europe with 25 million consumers and further growth opportunities. Kantar already has a strong presence in Sweden, Denmark, Norway and Finland with TNS and Kantar Media, and adding Millward Brown Denmark will make our overall offer the best in the domains of brand and communication'.

Andersen says the two firms have always had in common 'a very important value: striving for excellence'.

With around 30,000 employees spread across 100 countries, Kantar is online at www.kantar.com .