Nielsen CEO to Headline Panel at In-Store Marketing Institute Expo

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Nielsen CEO to Headline Panel at In-Store Marketing Institute Expo

NEW YORK -- David Calhoun, chairman/c.e.o. of The Nielsen Co. here, will be among the members of a panel discussion that will presented by the In-Store Marketing Institute, with the support of The Nielsen Co. and the P.R.I.S.M. Consortium.

In addition to Calhoun, other members of the "Changing the Game: The Impact of P.R.I.S.M. on the Future of Retail" panel include Steve Bratspies, s.v.p./marketing, Wal-Mart Stores Inc.; Sandy Douglas, president c.e.o./The Coca-Cola Co., Renetta McCann, c.e.o., Starcom MediaVest Group and Bob McDonald, c.e.o., The Procter & Gamble Co.

The panel discussion is set for Thursday, Sept. 27, at 2:45 pm during the In- Store Marketing Expo at McCormick Place's Lakeside Center in Chicago.

The P.R.I.S.M. Project: Pioneering Research for an In-Store Metric is the industry's most significant initiative toward reaching a standardized, syndicated measurement model to evaluate in-store consumer reach, according to Nielsen. The P.R.I.S.M. Project is a collaboration of Nielsen In-Store, the In-Store Marketing Institute and the P.R.I.S.M. Consortium.

The Nielsen Co. said that during the 75-minute panel presentation, it will unveil the exclusive findings of the U.S. national phase of The P.R.I.S.M. Project and will provide the first insights into how The P.R.I.S.M. Project will improve the way the retail and media industries think about the in-store environment and more. The national phase was initiated by Nielsen In-Store on April 29, 2007.

"The P.R.I.S.M. findings will change the way manufacturers, retailers and agencies view the in-store environment," said Peter Hoyt, executive director of the In-Store Marketing Institute, who will introduce the panelists and moderate the discussion. "It confirms that in-store consumer reach can be measured and predicted with great reliability, which will enable marketers to enhance the efficiency and quality of the shopper's experience,"

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The Nielsen Co. is the parent company of Progressive Grocer.