06:14 AM EDT, 03/10/2025 (MT Newswires) -- WPP ( WPP ) and Bain Capital are set to break up and sell their market research group Kantar instead of pursuing a stock exchange flotation amid a weak market for public offerings, the Financial Times reported Sunday.

While the two owners had previously been planning an IPO for the company, they are now seeking to sell its large divisions, according to people familiar with the matter.

A sale of the businesses is expected to be a "quicker and surer way" to cash in on their investment rather than waiting for markets to be favorable for an IPO, a person close to the process said.

Kantar's faster-growing unit Numerator, a Chicago-based consumer and market intelligence company, could be sold as soon as this year, the people added.

Bain has a 60% stake in Kantar while WPP ( WPP ) retains a minority shareholding, according to the report.

WPP ( WPP ) and Kantar declined to comment, while Bain did not immediately respond to MT Newswires' request for comment on the matter.

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