As part of its efforts to create an integrated and streamlined global organisation, VNU, the world’s leading market research provider, has undertaken a significant re-branding initiative and changed its name to The Nielsen Company.

In the UAE, VNU is the parent company of ACNielsen, Bases, Spectra, Nielsen NetRatings, Nielsen Media Research, TD Linx and Claritas. The re-branding initiative will not affect the brand names of any of the subsidiary companies.

In addition, the company will be undertaking steps to include the introduction of a new corporate website (www.nielsen.com) and graphic identity. The new identity will be rolled out progressively by all Nielsen businesses during 2007.

Commenting on this initiative, Piyush Mathur, Managing Director of ACNielsen MENAP region said: “Nielsen is one of the great names in the information-services industry. For more than 75 years, the Nielsen brand has stood for the highest standards of integrity, quality, independence and objectivity. The Nielsen name is a source of pride for everyone in our organisation and it is now the name under which we will go to market.”

Mathur said that given the company’s increased focus on marketing and media information services, Nielsen is a name that clearly suggests the company’s position and role in the marketplace. “We are focused more intently than ever on the delivery of truly integrated marketing and media services to facilitate the client’s growth opportunities. We are uniquely positioned to provide clients with a complete understanding of consumer behaviour with new insights into where their markets are headed and with high-value solutions to their business. We will be working closely together to deliver revolutionary products and services that bring clarity to today’s complex markets.”

“Nielsen will be the primary name and branding to be adopted in every part of our business. That said, there is no question that the existing identities or brands such as ACNielsen, Nielsen Media Research, Spectra, Homescan, BASES, Claritas and many others, including their respective underlying product brands, plus our business media and editorial identities have tremendous meaning and equality in the marketplace. As we implement our new branding, we will protect and enhance our equity and link it appropriately to the governing Nielsen brand,” concluded Mathur.