Kantar Makes First Acquisition since Bain Takeover

Kantar has acquired data-led, digital marketing and analytics consultancy Mavens of London for an undisclosed sum. This is Kantar's first acquisition since its takeover by private equity firm Bain Capital last year.

Founded in 2009, Mavens conducts research and uses the resulting data to enable clients to understand their audiences. The firm also helps marketers understand trends, patterns and needs, and then use this knowledge to optimize the performance of their digital environments, SEO, search and content strategies. In addition, the firm offers consulting support underpinned by data, to assist with the design and development of client marketing strategies.

In a statement, Kantar said the Mavens team complements the offer provided by its own Analytics Practice, which integrates capabilities from across Kantar and combines behavioural and attitudinal data to inform brand, marketing and sales decisions. The deal marks Kantar's first acquisition since private equity firm Bain Capital acquired 60% of Kantar last year.

Richard Ingleton (pictured), Global CEO of Kantar's Insights division, comments: 'On becoming independent, we signalled our intent to accelerate our investment strategy; and today's acquisition of Mavens illustrates that intent. Our Analytics Practice is a key growth driver for Kantar, as clients turn to us to help them unlock deeper insights about consumers. Mavens' analytics consulting capabilities in particular are unique in their ability to combine data literacy, marketing strategy, commercial expertise, and technical delivery to offer solutions from strategy through to implementation'.

Web sites: www.kantar.com and www.mavens.co.uk .