-By Brandweek Staff

NEW YORK The Nielsen Co., parent of Adweek, said today it would launch later this year what it called its first "global brand awareness campaign."

Nielsen will be the sole advertiser for a special August issue of The New York Times sports magazine, Play, which will be dedicated to the 2008 Olympic Games in Beijing. The Nielsen campaign will also include other "high-impact placements" across multiple platforms, including print, online, radio and mobile, as well as targeted newsstands and mailings.

Media spend was not disclosed. The effort is being handled by the NYT in collaboration with Nielsen.
 
"We want to welcome the world to the new Nielsen," Karen Watson, svp, communications at Nielsen, said in a statement. "Our alliance with The New York Times is a wonderful opportunity to showcase Nielsen as a global consumer insights company and commemorate the uniquely universal spirit of the Olympics. Through this collaboration, Nielsen will celebrate our global community as well as all the individual consumers across the world cheering their homeland teams."