A longstanding leader in market research, AC Nielsen was in danger of losing its competitive edge, as customers looked for more than pure data supply. McKinsey had redefined their strategy and introduced a change programme, but staff were still struggling to see what this should mean for them.

The task was to take staff along with the new strategy and encourage a shift from presenting historical data to acting as business advisers, helping interpret what it meant for their clients. At the same time, the business needed their 18 country operations to work together as ‘one team Europe’.

We created a clear brand story, positioning the business as the ‘essential link’ between clients, their customers and retailers and producers, helping them take better business decisions. The new brand positioning acted as a basis for developing a competency framework for client servicing teams and proved the catalyst for a different style of relationships both within the organisation and with their clients.