Nielsen Co. is the new VNU

The Reporter's parent rebranding

The Hollywood Reporter's parent company is changing its name from VNU Group to the Nielsen Co.

The move emphasizes the company's "best-known brand name and underscores its commitment to create an integrated, streamlined global organization," the group said Thursday.

The company owns such trade publications as The Reporter, Billboard and AdWeek; media measurement firm Nielsen Media Research; marketing information firm ACNielsen; and trade shows, among other things. Its trade unit, previously called VNU Business Media, will be known as Nielsen Business Media.

"Nielsen is one of the great names in the information-services industry," Nielsen Co. chairman and CEO David Calhoun said. "For more than 75 years, the Nielsen brand has stood for the highest standards of integrity and quality, for independence and objectivity and for an unrelenting dedication to helping clients be more successful."

The company's new logo and graphic identity will be rolled out by all divisions this year.

Calhoun also said that the use of the Nielsen name signals the firm's increased focus on marketing and media information services and on close cooperation of various parts of the company.

"We are focused more intently than ever on the delivery of truly integrated marketing and media services that reveal clients' growth opportunities," he said. "We will work more closely together than ever to deliver revolutionary products and services that bring real clarity to today's complex markets."

The Nielsen Co. is privately held and headquartered in Haarlem, the Netherlands, and New York. A consortium of private equity firms, including the Blackstone Group, the Carlyle Group, Thomas H. Lee Partners and Kohlberg Kravis Roberts & Co., acquired the company last year and took it private.
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