PHOENIX The Nielsen Company yesterday announced it will join forces with Coca-Cola to provide integrated marketing services to the beverage maker in more than 70 markets around the globe.
Nielsen will provide Coca-Cola with services and information on trends and consumer spending patterns, as well as use of Nielsen Answers, a technology-based business intelligence program developed by the marketing research giant. The companies said that extending the partnership will help Coca-Cola chart its brands relative to competition, and synthesize consumer opinions and data.
“This is truly a win-win,” Mark Greatrex, senior vice president of Still Beverages [Coca-Cola] told the media. “At Coca-Cola, we benefit from increased productivity, improved market insights and cost savings as we continue to grow our business. With our Nielsen partners, we’ve forged an impactful and collaborative relationship that will only help us continue our success—across the globe.”