Kantar Media has unveiled a new identity, Fifty5Blue, marking its next chapter following its separation from the Kantar Group and acquisition by H.I.G. Capital in August 2025. The rebrand signals the company’s transition to operating as an independent entity with a sharpened strategic focus.

Positioning itself in an increasingly fragmented media environment, Fifty5Blue aims to deliver greater clarity in audience measurement for advertisers, agencies, broadcasters and digital platforms. As content ecosystems expand and data sources multiply, the company is emphasising simplicity, transparency and methodological rigour in helping clients make informed investment decisions.

Global CEO Patrick Béhar said the new brand reflects ambition and independence. He noted that in a landscape saturated with data, clarity is the true differentiator. According to Béhar, the company’s mission is to cut through complexity, apply rigorous standards and provide actionable insights rooted in trusted measurement systems.

Since coming under independent ownership, the business has restructured operations and increased investments in talent, technology and partnerships. Fifty5Blue plans to continue advancing hybrid measurement models that integrate panel-based insights with large-scale datasets, supported by independently governed technology platforms. The company is also expanding its use of AI to simplify access to proprietary real-time data and enhance decision-making tools across the advertising value chain.

While the corporate identity has changed, existing products and services will remain within the portfolio. Fifty5Blue says clients can expect continuity in measurement standards, alongside a renewed push for faster innovation and scalable growth.