The Nielsen Company will undertake all of Locog’s market research services requirements, including developing a market research strategy, undertaking tracking studies and organising online panels and surveys. It becomes the 10th Tier Three provider to London 2012.
In April Locog appointed McCann Erickson to handle the marketing for London 2012. The agency won out against rival marketing networks including Sir Martin Sorrell’s WPP Group and is signed up to sponsor the games by way of “value in kind” worth £10 million.
It is thought that WPP was pushing for the market research appointment to go to its Kantar TNS research division as part of signing up to London 2012.
Locog chairman Sebastian Coe says: “The Nielsen Company will assist us in the decision-making process by testing our ideas in the marketplace. One of our challenges – and opportunities – is connecting with young people… Nielsen will help us do this.”