[ Challenge ] ​Amidst questions over TV measurement and other issues, Nielsen is doing a major brand refresh across all its communications to emphasize its business focus around audience, measurement and content metrics. The new look is timed to the start of Advertising Week in New York, a hybrid event that will see a number of media and tech firms take part. In an announcement, the company said the revamped brand signals the “transformation of its culture and a redefined strategy focused solely on the global future of media. Nielsen’s new look and feel represents a commitment to innovation and the company’s role and purpose of powering a better media future for all people.”

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[ Objectives ] Nielsen to make a big splash at AWNewYork 2021. It’s time to re-engage clients and build awareness for the new Nielsen brand across both the C-suite and the wider industry audience as Nielsen emerges from the last 18 months. This is the NEW Nielsen’s coming out party.

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[ Approach ] 

Multi-touchpoint approach at Advertising Week New York including:

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1. Thought Leadership

• ​Dedicated content block at Advertising Week

• Multi-phase thought leadership integration 

 

2. Brand Activation 

• ​Nielsen coffee bar, in theater video inventory, AW website takeover, venue branding opportunities, Registration takeover

 

3. Special Events 

• Opening gala + opening VIP dinner presented by Nielsen 

• Hudson Yards block party presented by Nielsen