Kantar to Sell Reputation Intelligence Business

Kantar has announced plans to sell its Reputation Intelligence business to software investor Symphony Technology Group (STG), for an undisclosed sum. The proposed deal is expected to conclude by the end of the year.

Kantar has sold several of its businesses since former parent WPP's 2019 sale of 60% of the group to Bain Capital Private Equity. These have included its paid search intelligence unit - formerly known as AdGooroo - to AI-powered search intelligence specialist Adthena; the Health division to global healthcare technology provider Cerner; the Employee Insights business to staff survey and people analytics platform Perceptyx; and SRDS (Standard Rate & Data Service) to French ad tech company Adwanted Group.

Now STG is eying Kantar Reputation Intelligence, which provides a single source for planning, targeting, distributing, monitoring and analysing earned media activity to measure corporate, PR and brand coverage. Ian Griffiths, Deputy CEO and CFO of Kantar, says that the sell-off will allow the group's Media division to focus on growth platforms such as Cross Media Audience Measurement and new digital approaches for Kantar's Advertising Intelligence and TGI offerings.

Kantar Media Director Petra Masinova (pictured), who will become CEO of Reputation Intelligence, says the sale will enable the business to scale up its insight-led and social media monitoring capabilities, while adding capabilities in analytics and artificial intelligence to its portfolio. J.T. Treadwell, STG MD, adds: 'We are very excited by the opportunity to partner with Reputation Intelligence and the Kantar organization to create an independent data and software company in the communications and reputation management sector. We look forward to working with Petra and the new team to invest, grow and innovate together.'

Web sites: www.kantar.com and www.stgpartners.com .