Kantar to Host “FragmentNation” Event for Brand and Insights Leaders

Nate Silver of FiveThirtyEight.com to Keynote; Kantar Thought Leaders Share Insights on Brand Success in Today’s Fragmented Marketplace

New York, NY, November 2 -- Kantar, one of the world’s leading data, insight and consultancy companies, today announced it will host “FragmentNation,” an event in New York City that will explore how brands can navigate the current fragmented world and better connect with consumers. Keynote Nate Silver, award-winning data journalist and founder of FiveThirtyEight.com, will kick off the event with his perspective on the 2016 elections. Following Mr. Silver, Kantar thought leaders will share ten business imperatives for brand success in the fragmented and diversified marketplace, covering a variety of industries and demographics.

“The current fragmented business environment has exploded with diversity in tastes, values, ideologies and lifestyles, making it more challenging than ever for brands to make meaningful connections with consumers,” said Wayne Levings, president, Kantar. “With FragmentNation, we have brought together key thought leaders from within the Kantar family to share views and truths on navigating this complicated world, helping brands to ultimately build long-term competitive advantages.”

Following Mr. Silver’s discussion about the polarized nature of politics and what it means for society, community and pop culture, the event will focus on three areas: going granular, going human and going big. The first, ‘going granular’ will explore how to master the fragments and niches. This will include an in-depth look at the polarization of retail and the disappearing middle, the rise of ethnic and racial poly-culturalism, and the increasing challenge that smaller brands are creating for established brands.

The second session, ‘going human,’ will include presentations on being customer- and patient-centric, on curating content to break down echo chambers, and being on the human side of insights and technology. The final session is ‘going big’ and will examine ways to engage consumers across diverse and separate groups. This section suggests we may not be as divided as we might think, and will explore strategic recommendations for creating marketing that joins people together.

FragmentNation is the first event hosted by Kantar in the U.S. since the company rebranded in September and launched a new corporate identity for Kantar and its family of operating brands. Levings added, “With our brands coming together under the Kantar name and identity, and a more cohesive and holistic approach for clients, FragmentNation, will showcase our thought leaders from across Kantar who will share their expertise on what these fragments mean for business and specific industries – and how to find common ground.”

In addition, Kantar will host the 2016 Information is Beautiful showcase, immediately following FragmentNation. Founded by data visualization pioneer David McCandless, the Information Is Beautiful awards celebrate the best data visualization work in the world. The showcase will include the shortlisted entries and winners from the competition and will also include a presentation from Mr. McCandless about how data driven storytelling is growing and changing.

FragmentNation will be held on Tuesday, November 15 at the Altman Building in New York, from 1:30 – 6:00 pm, followed by the Information is Beautiful Awards reception. For more information and to request an invitation to the event, contact susan.hickey@millwardbrown.com. For more information about Information is Beautiful, visit www.informationisbeautifulawards.com.

About Kantar

Kantar is one of the world’s leading data, insight and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, employing 30,000 people, provide inspirational insights and business strategies for clients in 100 countries. Kantar is part of WPP and its services are employed by over half of the Fortune Top 500 companies.