Kantar Media rebrands as Fifty5Blue after H.I.G. Capital buyout

Kantar Media has unveiled a new brand identity, rebranding as Fifty5Blue following its separation from Kantar Group and acquisition by investment firm H.I.G. Capital in August 2025.

The global rollout introduces a refreshed visual identity designed to reflect clarity, focus and confidence, while existing products and businesses, including Ibope, TGI and TechEdge, will continue operating within the Fifty5Blue portfolio. 

Despite the name change, the company said clients can expect continuity in measurement standards and partnerships as the organisation evolves its role amid industry change.

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The rebrand marks a new phase for the audience measurement company as it positions itself as an independent player focused on helping advertisers, agencies, media owners and platforms navigate an increasingly fragmented media ecosystem.

According to the company, Fifty5Blue will centre its strategy on enabling better decision-making across content and advertising investments at a time when marketers face an overabundance of datasets and rapidly shifting audience behaviours.

Patrick Béhar, global CEO of Fifty5Blue, said the new identity reflects the company’s ambition to simplify complexity for clients operating in a crowded data landscape.

“In a world full of noise, with no shortage of data, we believe clarity is the real differentiator,” said Béhar. “Our role is to remove unnecessary complexity, provide the right data with the most rigorous methods and help our clients gain the clarity to make better decisions.”

The rebrand follows a year of transformation under independent ownership, during which the business invested in talent, technology and partnerships aimed at accelerating innovation while maintaining its measurement standards.

Béhar added that independence has allowed the company to move faster and sharpen its long-term focus while remaining anchored in transparency and rigour.

As part of its next growth phase, Fifty5Blue plans to expand hybrid measurement solutions combining panel-based data with large-scale datasets, alongside deeper investment in artificial intelligence capabilities. The company said AI will enable clients to interrogate real-time proprietary data more easily while supporting tools across the full advertising funnel.

The rebrand follows the company’s acquisition by H.I.G. Capital, a global alternative investment firm with approximately US$70 billion in capital under management.

Headquartered in London, Kantar Media operates across more than 60 markets, providing audience measurement, cross-media analytics and media validation solutions that help brands, agencies and media owners understand audience behaviour, advertising effectiveness and evolving media consumption patterns.

Closer to home, Kantar recently appointed Rika Sharma as executive managing director for its Southeast Asia cluster and Singapore business. Sharma will lead Kantar’s growth and strategic alignment across the region, with a focus on strengthening client partnerships and accelerating the company’s regional momentum.

She will also focus on advancing Kantar’s global vision across Southeast Asia, while strengthening talent development and cross-market collaboration to deepen the company’s regional impact.

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