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2007


1998

It's a change of name, from VNU Group to Nielsen, as this Netherlands-based "global information and media company" chooses to adopt its best-known subsidiary name as a master brand umbrella. Says CEO David Calhoun, "Nielsen is one of the great names in the information services industry."

This is also the un-doing of a 1998 name change, to initials. VNU was formed in 1964 by the merger of two Dutch publishing companies. "V.N.U." was an abbreviation of the Dutch words "Verenigde Nederlandse Uitgeversbedrijven" which translates to "United Dutch Publishing Companies." With global expansion and a changing business focus, the full name was limiting so the company took the easy out ..."VNU," hardly a tower of brand strength.

Private equity firms acquired VNU in 2006 ($9.85 billion) and hired Calhoun, from GE, to run it. He cut jobs 10% and sold its European business magazines (keeping, for the time being, Billboard and The Hollywood Reporter... for their sex appeal?). Calhoun also decided to consolidate a diversity of subsidiary brands, many of them "Nielsen" but with no visual commonality, and to work gradually toward "truly integrated marketing and media services" under one brand. Meanwhile brands like Claritas and Scarborough will keep their logos (thus, a mixed signature system).

To help promote the brand's global intent, there are two HQ locations (Haarlem and New York).  
 

Landor NY

Submitted by: Tony Spaeth, 22/05/2007
Status: Estimated by Tony Spaeth
Category: Information services
Country (HQ): United States