The Nielsen Co. names first CMO
The Nielsen Company has created and filled its first chief marketing officer position in an effort to steer growth, according to Mediapost
Effective May 9, John Burbank joins Nielsen as CMO, reporting to executive vice president Susan Whiting. Currently Burbank serves as CMO at AOL, where he leads brand building initiatives and audience metrics analysis efforts.
Prior to AT&T, Burbank spent 10 years at Procter & Gamble in brand management and finance. He was a brand manager for Pampers and established Pampers.com as the centerpiece of the brand’s marketing program.
Beginning his career at the Chicago Tribune Company, Burbank received both his bachelor’s degree and MBA from the University of Chicago.
New York-based The Nielsen Company is a global information and media company, providing market research through well-recognized entities ACNielsen, Nielsen Media Research, NetRatings and BuzzMetrics. The company also publishes trade and business magazines including The Hollywood Reporter, Adweek and Billboard.
Gary Holmes, chief press officer for The Nielsen Company
, gave WinmoEdge further details on Burbank’s role at the company.
Holmes said that the CMO role was created to bring cohesiveness to the marketing and sales strategy for all of The Nielsen Company’s various services. Currently, each unit has its own marketing and sales strategy, as well as their own brands.
“Nielsen is undergoing a company-wide integration of all its services…” Holmes said. “John will be responsible for harmonizing all the company’s marketing and branding efforts.”
Holmes said that in January 2007, VNU changed its name to The Nielsen Company and subsequently created a new brand, which it is working now to integrate.
The company is taking steps to have one Nielsen brand and one company-wide global marketing strategy, Holmes said, adding, “the company’s message to clients, employees and other stakeholders needs to be simpler and more open.”
Burbank’s day-to-day responsibilities include strategic marketing, business development, brand development, communications and market insights, Holmes said. He said that it is a little premature to discuss Burbank’s plans for Nielsen’s agency and marketing strategies.
“I would not want to encourage cold calls to Nielsen just because we have a new CMO,” he said. “He will bring an open mind, but will need some time to determine what approaches he wants to take.”
Agencies with B-to-B and media capabilities should make note of Burbank’s date of arrival. Give the new exec time to cool his heels at the company, but also take steps to get on his radar in advance. Firms that can assist in any or all aspects of Burbank’s responsibilities should familiarize themselves with Nielsen’s rebranding efforts and put the company on a short-term prospects list.