Kantar today announced it has acquired a majority stake in its partner in Denmark and Sweden, Millward Brown Denmark ApS.
With this acquisition, Kantar strengthens its presence and broadens its offer in all Nordic markets.
Since joining the Millward Brown network as a licensee in 1997, Millward Brown Denmark ApS, with offices in Copenhagen and Stockholm, has grown to become one of the most prominent market research agencies in Denmark and Sweden, with a well-balanced client portfolio combining large international clients and local brands.
"Nordic countries form an important and coherent cluster of markets in Europe with 25 million consumers and further growth opportunities," said Eric Salama, CEO of Kantar. "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."
The leadership team remains in place and continues to be led by Lars Andersen, founder of the business.
Andersen commented: "In many years of collaboration we have always had in common a very important value with Millward Brown: striving for excellence. We shall combine the local expertise with the global knowledge and capabilities of Kantar to deliver even more value to our clients."