Fuentes (pictured) will be global practice leader, Kantar analytics practice as well as continuing in his current role as chief corporate development officer for Kantar TNS and Kantar Millward Brown. He will remain based in Singapore and report to Kantar TNS, global CEO, Richard Ingleton.

Under the new structure, Fuentes will lead a team of regional practice leaders with each responsible for developing analytics solutions and integrating them across the whole company. In the UK, Matt Dodd, who was recently brought in as managing partner and head of analytics for Kantar UK & Ireland will report to Fuentes.

The company said the analytics practice will unify its global network of more than 1500 data scientists, analytics consultants, technologists and data designers across Kantar.

It will encompass existing businesses such as MaPS and Analytics Quotient and connect them with specialist analysts from Kantar’s operating brands in sales, retail and shopper, media, health and public affairs. 

Kantar analytics practice will focus on five areas of expertise: brand and media ROI; customer analytics; segmentation and activation; innovation analytics; and retail and shopper analytics.

Eric Salama, CEO Kantar, said: “Less than half ( 44%) of advertisers believe they have the right, actionable data. Clients feel data rich but insights poor and impact short. Kantar is unique in having the most complete view of consumers across the entire demand cycle: the way they live, feel, shop, watch and post. Combining our insights with data from across any client’s organisation can unlock deeper insights that fuel growth.”