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The research firm, Kantar, employs 28,000 people globally.

Private equity firm Bain Capital has acquired a majority stake (60%) in WPP’s research business Kantar. The transaction is valued at £3.2bn or about $4bn. With this acquisition, Bain promises to make further investments and acquisitions in the technological sphere.

For the past six months, the research firm has been working on scaling some of its new products and services like analytics and trade promotion optimisation. Kantar’s chief executive Eric Salama expressed his desire to invest more in technology, IT and engineering to improve areas such as self-service tools.

Bain’s managing director Luca Bassi sees the rising demand for “data and better solutions to analyse them” from corporates globally. He even said that these companies are “willing to spend more” for such services and the investment’s aim is to leverage Kantar’s brand reputation.

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