The initiative is designed to integrate research projects from Kantar, including The Henley Centre and Millward Brown, with MindShare's communications planning strategies. Kantar Inside will work on shared clients such as Unilever, Nestle and Gillette.
Shevaun Haviland, a regional key account director at Millward Brown, has been appointed as the first head of Kantar Inside.
She is a former client, having worked as a strategic planner at Disney, and has worked at Millward Brown for a year.
She will now split her time between Millward Brown and MindShare, where she will work with Simeon Duckworth, MindShare's futures director, and his team.
"Kantar Inside is a great way of helping our shared clients get the most out of research by being more 'joined up' and offering smarter, more tailored consultancy solutions," Duckworth said.
Kantar Inside will be rolled out to other markets, including Paris and New York.
Nick Emery, the MindShare Worldwide chief strategy officer, Kelly Clark, MindShare UK's chief executive, and Fiona McAnena, the development director at Kantar, came up with the initiative after both organisations successfully collaborated on the Unilever pitch.