“They have slick sales pitches… but they don’t have the decades of brand data or the depth of rigor,” he said.

He added that the big challenge ahead is that while Kantar must develop its new AI-powered products quickly, it must also maintain trust with clients, and the insights that connect across creative, media, and brand value need to be seamless.

Kantar’s new U.S.-centric leadership will provide the launchpad as the company looks to displace a roster of competitors including Ipsos, MarketCast, and DISQO.

“We will win in the platform space, and we will dominate in brand consultancy as well,” Greenspoon said. “It’s about being the indispensable brand growth partner, not just another research vendor.”