Advertising Week NYC

Advertising Week, NYC I

Event Design / Art Direction

[ Challenge ]
Amidst questions over TV measurement and other issues, Nielsen is doing a major brand refresh across all its communications to emphasize its business focus around audience, measurement and content metrics. The new look is timed to the start of Advertising Week in New York, a hybrid event that will see a number of media and tech firms take part. In an announcement, the company said the revamped brand signals the “transformation of its culture and a redefined strategy focused solely on the global future of media. Nielsen’s new look and feel represents a commitment to innovation and the company’s role and purpose of powering a better media future for all people.”

[ Objective ]
Nielsen to make a big splash at AWNewYork 2021. It’s time to re-engage clients and build awareness for the new Nielsen brand across both the C-suite and the wider industry audience as Nielsen emerges from the last 18 months. This is the NEW Nielsen’s coming out party.

[ Approach ]

Multi-touchpoint approach at Advertising Week New York including:

1. Thought Leadership

Dedicated content block at Advertising Week
Multi-phase thought leadership integration

2. Brand Activation

Nielsen coffee bar, in theater video inventory, AW website takeover, venue branding opportunities, Registration takeover

3. Special Events

Opening gala + opening VIP dinner presented by Nielsen
Hudson Yards block party presented by Nielsen

Advertising Week, NYC II

Event Design / Art Direction

[ Challenge ] If we called the previous one a coming out party for the new Nielsen branding, then this one was another coming out party for Nielsen ONE, our core product. Nielsen is looking to get buyers & sellers of media, and general industry influencers who are frustrated by the complexity of the fragmented media measurement landscape to believe that Nielsen ONE represents the industry’s highest benchmark and to adopt it as the global cross-media measurement and transaction standard by convincing them that only Nielsen ONE can deliver an integrated view of the total audience in one seamless platform.

[ Objective ] Tease the launch of Nielsen ONE by hinting that “clarity is coming” via small + large branded moments and interactives.

[ Approach ]

Data is the core of Nielsen ONE. We use a bar chart as the graphical representative and play around with 3D effect on 2D surface to strengthen the image of "Nielsen ONE is coming". Color-wise, we leverage the same color palette for graphics: clean, minimal, consistent use of aqua color spectrum. Language-wise, being humorous based off the main tagline "Clarity is coming" is the strategy e.g. "Coffee is clarity" for the coffee both, "Listen with clarity" for DJ stand.