Kantar Media has rebranded as Fifty5Blue, marking a significant shift in identity following the sale of the business to alternative investment firm H.I.G. Capital last year.

The rebrand goes beyond aesthetics. While it introduces a new blue-and-white logo and visual identity, the transition to Fifty5Blue also signals a deliberate step up in AI-powered tools designed to help clients interrogate the firm’s real-time, proprietary datasets with greater speed and confidence.

Announcing the change on LinkedIn, the company said the new name reflects more than a change in identity. “It marks a business built for a media landscape defined by fragmentation, speed and an abundance of signals. In that environment, the challenge is no longer access to data. It is clarity knowing what to trust, what matters and how to act with confidence.”

The company noted that over the past year it has separated from Kantar Group, established independent ownership under H.I.G. Capital, and invested in its people, technology and partnerships. “Fifty5Blue brings that work into focus, uniting trusted audience measurement, human insight and advanced data capabilities to bring clarity to media decisions when they matter most. This is not a reset. It is a step forward.”

Patrick Béhar, Global CEO of Fifty5Blue, said the rebrand positions the company to move faster and with sharper focus under its new ownership structure. He assured clients that they would continue to have access to the same audience measurement products and subsidiaries, including Ibope, TGI and TechEdge, while also expecting more innovation going forward.

On AI, Béhar was direct about its strategic importance to the business. “AI fundamentally reinforces the importance of our single-source datasets, which are based on direct observation of what real people watch,” he said.

He also framed clarity as the company’s defining competitive edge in an increasingly complex media environment. “In a world full of noise, with no shortage of data, we believe clarity is the real differentiator. 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.”

Stuart Wilkinson, Managing Director of Business Development at the company, also took to LinkedIn to mark the occasion. “Kantar Media is now Fifty5Blue. Over the past year the business has been through major change separating from Kantar Group, establishing independent ownership under H.I.G. Capital, and rebuilding for the future. This rebrand reflects the role we wish to play to help our customers cut through the noise and make decisions with confidence,” he wrote.