The essential business link

ACNielsen, a world leader in market research, was in danger of losing its edge. Clients wanted the answers to crucial business questions. Not just raw information. The company was driven by a tradition of providing 100% accurate data rather than smart analysis. As a new commercial strategy was put into effect, Nielsen had to convince clients afresh of their value and get their employees lined up behind a new way of working.

A new story in the market

The first task for Dragon Rouge was to redefine their brand story. We positioned Nielsen as ‘the essential link’ within the client organisation, between client and their customers and with retailers and producers. Three key elements of the story set the direction for a new approach to client relationships: being bold, being challenging and helping clients take better marketing decisions.

The platform of ‘the essential link’ was used for communications internally and externally, bringing the European business together as one cohesive team. It formed the basis of a new client service competency framework for employees that put a premium on forthright advice and forward looking interpretation of data.

Increasing business value

In the first year after the new positioning was launched, ACNielsen achieved an 80% success rate in business ‘win back’ presentations, setting the foundation for renewed commercial success.