Nielsen Rebrands, Calling New Look A Symbol Of Its “Commitment To Innovation” – Deadline

Nielsen, which has had a turbulent few months as its methodology has been questioned by a variety of advertising stakeholders, has unveiled a brand new brand identity.

The brand new look is timed to the beginning of Promoting Week in New York, a hybrid occasion that may see plenty of media and tech corporations participate. In an announcement, the corporate stated the revamped model alerts the “transformation of its tradition and a redefined technique targeted solely on the worldwide way forward for media. Nielsen’s new feel and look represents a dedication to innovation and the corporate’s position and objective of powering a greater media future for all folks.”

Final March, Nielsen closed the sale of its International Join enterprise, saying it will concentrate on delivering media options in three areas: measurement, viewers outcomes and content material providers. The corporate is combining and enhancing its measurement options right into a single cross-media measurement resolution, Nielsen One, which is anticipated to roll out by the top of 2022.

Advertisers and media purchasers have been rising stressed, nevertheless. Within the early a part of the 12 months, trade consortium VAB clashed with the corporate over its counting of viewership and streaming throughout Covid and because it began to ease in 2021. Nielsen stated it pulled some staff out of the sphere, which affected the numbers, however insisted the transfer was aimed toward maintaining staff protected. Within the wake of the Media Score Council, a non-profit watchdog group, pulling Nielsen’s accreditation over the summer time, Nielsen CEO David Kenny conceded the corporate had room for enchancment.

The particular critiques of the pandemic opened the door for extra vigorous assaults from main longtime companions like ViacomCBS, NBCUniversal and Discovery. Whereas complaints about Nielsen return a number of many years, shifts in know-how and the sudden strategic crucial to chart a brand new course in streaming have intensified the criticism. NBCU launched a significant company initiative designed at fostering a “crew sport” strategy of working with quite a few distributors and others to ship measurement insights to advert consumers and types. The purpose is to cut back reliance on Nielsen, which stays far and away the dominant participant in measurement.

“Whereas our enterprise has reworked dramatically over the previous few years, it turned clear that perceptions of the corporate haven’t developed on the similar tempo,” stated Jamie Moldafsky, Chief Advertising and marketing and Communications Officer. “The rebranding marks a brand new Nielsen each inside the corporate and out, with a technique hyper-focused on the worldwide viewers and the altering media atmosphere. Nielsen’s core values of inclusion, braveness and development, together with its clear technique, will energy the corporate’s transformation as we associate with the trade and our purchasers to assist them higher perceive how evolving audiences eat media and discover content material.”

The brand new brand is impressed by the common play button, the corporate stated, and multicolored objects indicating ratings information. The letter “N” is created in adverse house by the formation of the coloured shapes.

Together with the emblem, Nielsen additionally introduced a brand new “model objective assertion.” It reads: “Powering a Higher Media Future for All Individuals.”

https://deadline.com/2021/10/nielsen-rebrands-new-look-commitment-to-innovation-advertising-week-1234856567/ | Nielsen Rebrands, Calling New Look A Image Of Its “Dedication To Innovation” – Deadline


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