Nielsen’s managing director of media Stuart Jamieson is set to depart after around ten years in the hotseat to take up a role running the Nielsen business in the Philippines based in Manila. Rob Clark, who was appointed managing director, consumer group in August 2009, is set to take over the new position of country head, but a replacement as MD of media has yet to be announced.
Jamieson, who’s an Australian native and was the national trade marketing manager for Australia at Lion Nathan before venturing to New Zealand, could not be reached for comment as he’s overseas on business, but it’s been a particularly busy and successful period for the company over the past few years.
It recently increased the sample size for its Television Audience Measurement panel from 500 to 600 homes and started taking time-shifted viewing into account with its UNITAM ratings. And, after winning the rights to collect data for the print/publishing industry until 2016 after a big global hunt for the best contender was undertaken, it launched its completely rejigged research package last year.
The Print Media Industry Research Review Group demanded something more than readership numbers and needed to find a way to push the value of print to brands and media agencies. And Nielsen’s Consumer and Media Insights (CMI) package that eventuated ramped up the qualitative measures and allowed publishers to drill down deeper into the data, so, rather than saying x number of people read x magazine, 25 new media engagement tools let publishers find out, for example, how long readers keep their magazines, how they feel about a certain title when they read it and how that might impact on their buying behaviour. CMI also included fused data from the Statistics New Zealand’s household expenditure survey.
According to senior vice president of Scarborough Research Gary Yeo, who came to talk at the launch, it’s a world-leading print measurement system and, despite an initial hiccup, some we’ve spoken to believe the praise Jamieson and his team have received from around the world has probably helped his profile and could be part of the reason he has been offered this senior Asia Pacific role.
As for Clark, he was appointed managing director, consumer group in August 2009 from the role of executive director, FMCG. Previous to this, he headed up retailer services in Pacific and Japan and was marketing director, retail measurement services in Nielsen emerging markets.