Added Value
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Overview
Added Value is a global marketing consultancy and consumer insights firm specializing in brand strategy, innovation, and market research. The company helps brands understand consumers and develop actionable strategies for growth. It operates as part of a larger marketing services network, providing qualitative and quantitative research alongside brand consulting.
By the Numbers
Founders
Jan Hofmeyr is a South African researcher and strategist who co-founded Added Value and pioneered proprietary research methodologies. He is widely known for developing the Conversion Model, a psychological measurement tool for brand commitment.
His Conversion Model became an industry standard for measuring consumer brand loyalty and was later licensed globally.
Merry Baskin is a veteran brand strategist and planning director who helped shape Added Value's early positioning as a serious strategic consultancy. She has been a prominent voice in the UK advertising and planning community for decades.
She has been a judge and speaker at Cannes Lions and is considered one of the UK's most respected brand planning professionals.
Funding
Competitors
Larger global scale with more quantitative research infrastructure and public company status
Parent company of Added Value; broader data and analytics platform with more product lines
Sister company under Kantar with stronger focus on advertising effectiveness and brand tracking
Strong in consumer panel and retail data, more data-centric than consultancy-driven
Boutique brand insights firm with similar qualitative/strategic focus but smaller scale
Key People
Sian Davies served as global CEO of Added Value and was instrumental in driving the firm's integration into the Kantar group under WPP's restructuring.
As CEO of Kantar Group, Eric Salama oversaw the portfolio of WPP's research businesses including Added Value during the consolidation period.
Revenue & Model
Hiring Signals
Tech Stack
Notable Customers
Web Presence
Verified from public records — not AI-estimated.
How They're Doing
Added Value has been integrated into Kantar's broader brand and insights portfolio following WPP's reorganization of its market research assets. The brand has largely been absorbed under the Kantar umbrella, with its methodologies and teams folded into Kantar Brand consulting practices. The standalone Added Value brand has reduced visibility in the market as Kantar consolidated its offerings.
●Brand increasingly operating under Kantar branding rather than standalone Added Value identity
●Core brand strategy and innovation consulting capabilities retained within Kantar's consulting division
Prognosis
The future of Added Value as a standalone brand is uncertain as Kantar continues to rationalize its portfolio of research and consulting brands. Its methodologies and talent remain valuable within the Kantar ecosystem, but the distinct Added Value identity may continue to fade. Growth will likely depend on Kantar's overall strategic direction and investment in consulting-led services.
●Growing demand for brand strategy and consumer insights in emerging markets
●Integration with Kantar's data assets could create more powerful combined offerings
●Brand consolidation under Kantar may eliminate the Added Value identity entirely
●Increasing competition from digital-native insights platforms offering faster, cheaper research
Recent News
Added Value fully integrated into Kantar Group under WPP restructuring
Marketing Week
Kantar sold majority stake to Bain Capital, affecting all sub-brands including Added Value
Financial Times
Kantar consolidates research brands, Added Value consulting methodology folded into Kantar Brand practice
Kantar press release
Fun Facts
- 01Added Value's Conversion Model, developed by co-founder Jan Hofmeyr, was one of the first tools to measure psychological commitment to a brand rather than just behavioral loyalty.
- 02The domain added-value.com was registered in November 1996, making it one of the early marketing consultancy web presences in the UK.
- 03Despite being absorbed into Kantar, the Added Value name persisted for over 25 years as a recognizable standalone brand in the insights industry.
Timeline
Added Value brand largely retired as Kantar consolidates under unified brand architecture
Kantar Group (parent) sold majority stake to Bain Capital for approximately $4 billion
Fully absorbed into Kantar brand portfolio under WPP's rationalization of research assets
Integrated more closely with Kantar Group, WPP's research and data investment management division
Expanded global footprint to 40+ countries, establishing offices across Americas, Europe, and Asia-Pacific
Acquired by WPP Group, joining the global marketing services conglomerate
Domain added-value.com registered, establishing early web presence
Added Value founded in London as a brand strategy and consumer insights consultancy