Following Nielsen’s February acquisition of global market research firm Harris Interactive, the new services focus on actionable business outcomes that reputation can affect, and offers clients custom reputation measurement and management programs; issues management and influence research; crisis research; thought leadership content development for public use; and research for public release.
Through the new offerings, the firm aims to work with clients on better understanding the relationships they need from a multitude of stakeholders that impact their business, and understand how the company can modify its behavior, communications, and governance in order to have those relationships and business outcomes achieved, according to Fronk.
Previously EVP of corporate strategy and global practice lead reputation management at Harris, Fronk will oversee 35 practitioners who will focus on these services, consisting of a combination of consultants, strategists, and senior researchers.
Fronk could not confirm who he reports to, but explained that the reporting structure at the firm is expected to be finalized by June 30.
"My team takes advantage of other various platforms inside of Nielsen, supported by the marketing, science, analytics, and media teams," he said. "Much of our work is to provide insight and action to the PR agencies themselves, as well as the clients."
Although these offerings are new for Nielsen, it was a major growth area for Harris.
"If you look at what we did at Harris in the reputation management space, and combine it with Nielsen’s understanding and insights of what consumers and other audiences watch and what they buy, it is a powerful new way to model against where corporate strategy is going with the integration of marketing and communications," said Fronk, adding that Harris was purely comms focused, while Nielsen was marketing focused, prior to merging.
Prior to Harris, where Fronk served since 2004, Fronk was president of RNF consulting; and director, brand and experience strategy at Sapient.
In February, Harris was integrated into Nielsen's Buy business segment, which provides information and insights to manufacturers and retailers to helps them make more informed business decisions. Nielsen will retain The Harris Poll brand, but the Harris Interactive brand no longer exists, Fronk confirmed.
No layoffs resulted from the acquisition, and there were no client conflicts, he added.