22 October 2012

Kantar Retail opens its first South American office in Brazil

18 October 2012 - Kantar Retail, part of the Kantar and WPP group, is opening its first South American office in Brazil where it will offer unique shopper marketing solutions for Latin American FMCG companies and retailers. South America is one of the fastest growing regions in the world and, as the world’s sixth largest economy, Brazil is a key strategic market for Kantar and WPP.

As part of Kantar Retail’s entry, it will team up with sister company TNS to bring a unique offer for the South American FMCG manufacturers and retailers, combining Kantar Retail’s expertise in insight-based category strategies and category leadership and TNS Brazil’s primary shopper research capabilities. 

Kantar Retail’s experts will be able to use shopper insights from TNS and combine it with their own unique insights into retailers to deliver powerful strategies that will help clients become strong leaders in their category. 

Eric Debarnot will head up Kantar Retail’s new office in São Paulo. Previously Senior Vice President for Business and Customer Development for Campofrio Food Group, Europe’s largest processed meat company, Eric has held numerous senior roles in Mars and in LVMH.This includes more than six years in Brazil, where his last role was as General Manager of Moet Hennessy (ex-Chandon do Brasil) for LVMH in Brazil. 

Eric Debarnot, Managing Director of Kantar Retail Brazil, said, “Brazil is a complex country because of its size and geography – the balance of using wholesalers, distributors and direct operations is one of the challenges in this vast country. Our Go-to-Market offer and value chain optimisation expertise can be an enormous help to potential clients looking to tap into new markets. 

The emergence of a new kind of shopper in Brazil, who has access to more consumer goods than ever before, is adding to the complexity. The industry and retailers must respond to the increased purchasing power of these consumers and offer new solutions. Kantar Retail’s global expertise can help suppliers and manufacturers maximise those opportunities: they will be able to get a better understanding of the Brazilian shopper by using Kantar Retail’s advanced shopper marketing tools and techniques that have been developed in Europe, the USA and in Asia.” 

“I am passionate about this country and the opportunities that are there. Opening up a new office represents a big investment in time and money by Kantar Retail, but it’s a reflection of our belief in the potential of Brazil and of the South America region, and the fact that we can offer something completely different, and much more relevant, than our competitors,” he added. 

Kantar Retail is the world’s leading shopper and retail insights and consulting business and is part of the Kantar group of WPP. Kantar Retail tracks and forecasts over 1000 retailers globally, has purchase data on over 200m shoppers and among its market-leading reports are the annual PoweRanking survey (USA and China), and Industry Shopper Study Across Retailers. Kantar Retail works with over 400 clients and has 20 offices in 15 markets around the globe. 

Source: Kantar Retail