At Nielsen Connect, Mr. Mandel will oversee the process of culling information from other VNU consumer-research units from around the world. He starts Dec. 4, and will report to David L. Calhoun, VNU chairman-CEO.
NielsenConnect is charged with taking the consumer information sister companies like Nielsen Research Media, ACNeilsen and Sound Scan provide and cross-referencing it to create a much more in-depth and nuanced understanding of the consumers.
"There's such a plethora of information within this place that can all be cross-connected. [We'll be] making it into concise information that clients can use to make decisions going forward and to analyze how they did looking back and to rejigger the next step," Mr. Mandel said.
VNU has not yet announced who will be reporting to Mr. Mandel or how the new entity will be structured.
Mr. Mandel, who has had a long career on the media-buying side, helped to build Grey Worldwide's MediaCom, where he was chairman. MediaCom is now part of WPP's Group M. WPP acquired Grey and MediaCom in March 2005.
"Jon's knowledge, experience and enthusiasm are vital to our goal of taking this company to a whole new level of client service," Mr. Calhoun said. "His mission is to 'follow the consumer.' That means connecting all of the different information resources across VNU so our clients benefit from clear, actionable information they need to grow their businesses."