The Nielsen Company has announced a global agreement with the Coca-Cola Company, enabling Nielsen to provide integrated services to Coca-Cola in more than 70 countries. The contract extends the companies’ 70-year relationship into new geographies and additional services.
Commenting on the agreement, Mark Greatrex, Senior Vice President, Still Beverages, Coca-Cola Company, said, “At Coca-Cola, we benefit from increased productivity, improved market insights and cost savings as we continue to grow our business. We have forged an impactful and collaborative relationship with Nielsen that will only help us continue our success across the globe.”
John Lewis, President and CEO, Nielsen Consumer Group, North America, said, “We are incredibly excited to extend and broaden our relationship with Coca-Cola. Not only does our new contract afford us the opportunity to take our long-term history with Coca-Cola into the future, it lays the foundation for our two companies to build upon an already solid strategic relationship that spans the globe. We are eager to demonstrate our commitment to our long-standing client by bringing together our people and capabilities from across the Nielsen Company, to deliver innovation and quality service.”
Under the agreement, Nielsen will provide Coca-Cola with a comprehensive and integrated portfolio of services, including information and insights on consumer purchase behaviour and targeting, product movement, pricing strategy, media spending, television ratings, as well as advanced analytical tools, cross-country reporting, customised research and Nielsen Answers, Nielsen’s technology-based business intelligence solution.
Nielsen’s services will help Coca-Cola understand how its brands are performing relative to its competition, as well as provide further consumer insights and data.