Kantar, the world’s leading marketing data and analytics business, is one of the most established research and brand intelligence partners globally. The company works with 96 of the world’s 100 largest advertisers and collaborates with platforms such as Google, Meta, Amazon and Netflix. Through its globally recognized BrandZ ranking, it evaluates and tracks brands including Apple, Microsoft, McDonald’s and Visa, positioning itself as a key intelligence partner for both B2B and B2C organizations.
Against that backdrop, Kantar has announced a modernized leadership structure in North America as part of its 2026 growth strategy. Following the appointment of Jeff Greenspoon as CEO, Americas, the company introduced newly created regional roles aimed at accelerating AI-driven brand growth.
Chris Petranto, formerly Chief Growth Officer, has been promoted to Chief Client Officer, North America, bringing together Industry Partners, Client Partners, Business Development and Marketing into one connected growth organization. Brian James, previously Industry Executive, steps into the role of Chief Solutions Officer, North America, focusing on streamlining solution capabilities and integrating insights, creativity and technology across the marketing value chain.
At the same time, Kantar has unified its Media and Creative Solutions into a single division led by Rachelle Minnis, now Executive Vice President, Head of Media and Creative, North America. The move reflects growing client demand for integrated creative and media intelligence. According to Minnis, company data shows that creative accounts for roughly half of media effectiveness, making closer integration essential in a fragmented media environment.
Greenspoon stated that the goal is to help brands move more seamlessly from intelligence to impact, combining AI-native technology with human expertise to enable faster, clearer decision-making. The new structure is designed to strengthen partnerships with C-suite marketing leaders, enhance predictive analytics capabilities and provide more localized, AI-powered innovation tailored to industry-specific needs.
This reflects how large data and research players are repositioning themselves in response to AI-driven transformation across marketing. As brands face increasing pressure to prove effectiveness, connect brand and performance, and act on real-time insights, partners like Kantar are shifting from traditional research providers toward integrated intelligence platforms designed to influence board-level decisions and long-term enterprise growth.
