Global – VNU has changed its name to The Nielsen Company in a bid to leverage on its best known brand names as well as to create an integrated streamline global organisation.

“Nielsen will be the primary name and branding which will be adopted in every part of our business and existing identities or brands such as ACNielsen, Nielsen Media Research, Spectra, Homescan, BASES and Claritas continue to have tremendous equity in the marketplace. As we implement our new branding, we will enhance that equity and link it appropriately to the governing Nielsen brand,” David Calhoun (pictured), chairman and CEO for The Nielsen Company said in a statement.

Steps to launch the new branding include the introduction of a new corporate website and graphic identity which will be rolled out by all Nielsen businesses throughout 2007

“We are focused more intently than ever on the delivery of truly integrated marketing and media services that reveal clients’ growth opportunities, and are uniquely positioned to provide clients with an understanding of consumer behavior, with new insights into where their markets are headed, and with high-value solutions to their business issues,” Calhoun said.

An ad campaign to communicate the rebranding is expected to launch soon although no AOR has been appointed yet. A spokesperson at The Nielsen Company told Marketing the campaign would most probably be done in-house.

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