NIELSEN BUFFS ITS IMAGE

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CHICAGO-A.C. Nielsen Co. presented a new look to FMI attendees last week, regrouping its legion of products under five headings.

Nielsen's marketing push comes as the research giant combats more negative publicity stemming from its management restructuring last month. In early April, parent Dun & Bradstreet folded Nielsen North America into the company's international operations, removing David J.S. Flaschen from his post as president and chief operating officer of the U.S. unit.

Under the theme line "What you need to win," Nielsen has now streamlined its products as it did its management. On the FMI show floor and in a slick brochure, the researcher presented its capabilities in five areas: globalization, ECR, category management, consumer insights and winning technology.

"We are more than data providers," said Exec VP-Marketing John Lewis, who has led the marketing overhaul since moving to Nielsen from NutraSweet Co. late last year. "I wouldn't say we are moving into consulting, but should we be providing added value? Yes."

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