The
Supplier
Diversity
Initiative
Report
January–
June 2011
Nielsen’s Supplier
Diversity Initiative:
In February 2009, Nielsen launched its Supplier Diversity program with a mission to
build collaborative, mutual alliances that would provide minority and women owned
business enterprises (MWBEs) with meaningful opportunities to do business with our company
while helping us maintain our standards of excellence and position as a market leader. Under the expert
knowledge of the director, Brinda Bradley, a strategic plan for the initiative was developed complete with
targeted goals, reporting processes, and procedures and a variety of Supplier Diversity resource tools
designed to compliment Nielsen’s simple, open, integrated philosophy and corporate strategy.
With the support of top Nielsen executives, our Strategic Sourcing teams and our employees, Nielsen has
significantly increased the number of contracts it has with qualified MWBEs. As a result, we’ve tripled the
dollars spent on purchasing goods and services from diverse businesses since the inception of our program.
Additionally, diverse business development councils are recognizing Nielsen’s commitment to establishing
productive business relationships with MWBEs in the community. We are very proud of the success we’ve
experienced over the past two years, but there’s still more work to be done. The Supplier Diversity initiative
is expanding in other areas of
the company, and we are looking
Minority and Women Owned Business
forward to doing all that we can
(MWBE) Quarterly Spend Update:
to ensure its success.
At Nielsen, Supplier Diversity
The total MWBE spend through Q2 2011 is $19 million. Overall, the
isn’t just good business, it’s good
MWBE spend increased 36% over the same period in 2010. The MBE
spend increased 86% while spend with WBEs decreased 14%.
for business!
Total MWBE spend through Q2 2011 represents 6% of total U.S. sourceable spend.
Spend Trends
Nielsen MWBE Combined Tier 1&2
Cumulative Annual Comparison 2010/2011
$20
Total U.S. MWBE Purchases
Millions
$18
$6
$16
$14
$12
$10
$7
$8
$13
$6
$4
$7
$2
$0
Total U.S. thru Q2 2010
$14MM
WBE $$
Total U.S. thru Q2 2011
$19MM
MBE $$
Goals & Accomplishments:
•Chicago United Nielsen Five Forward
––Launched quarterly “Access to
Initiative
Capital” webinars for Nielsen
registered MWBEs
––Facilitated meetings between
$20
Finance, IT, Legal, Marketing line of
––Enhanced internal/external Supplier
$18
business leaders and selected
MWBEs
Diversity web page highlighting our
MWBEs and a photo slide show on
•Improved Supplier Diversity
reporting
$16
Supplier Diversity events
and analysis process
$14
––Established Supplier Diversity
•Supplier Diversity Communication
presence on Nielsen Yammer website
$12Diversity
––Launched first Supplier
and Nielsen Facebook page
Newsletter
$10
•Increased the number of prime
––Approval of tagline
suppliers reporting diversity spend
image for internal use $8
from 6 to 26
––Created quarterly Supplier
Diversity
$6
•Launched Supplier Diversity Challenge
Radio Ads for WVON 1690am
with Global Sourcing teams
$4
(Mar, Jun, Sep, Dec)
•Received Nielsen’s corporate
$2
––Director featured in DiversityPlus,
membership to the National Gay and
DiversityCareers and Chicago
$0
Lesbian Chamber of Commerce
Minority publications
WBE $$
2
The Supplier Diversity Initiative Report—January 2011–June 2011
MBE $$
Best Practices:
Assisting Nielsen’s Supplier Diversity efforts
Become familiar with Nielsen’s Supplier
Diversity mission, eligibility criteria,
business registration requirements and
outreach events by taking action to do
any of the following activities:
1. Visit the Nielsen Supplier Diversity
websites
a. Employees—should use company
intranet site Nielsen Now, click on
Events &
Activities:
the “Diversity” tab, and then “US
Supplier Diversity”
b. Non-employees—visit www.nielsen.
com/supplierdiversity
3. When considering the use of an
outside vendor for your business
needs, contact the Supplier Diversity
team to assist in your search
2. Encourage diverse business
owners to register in our Nielsen
supplier database (see eligibility
requirements)
4. Volunteer to attend our sponsored
business development council events
to network with other corporate
members and diverse business owners
Information of past and upcoming events,
speaking engagements, photos, etc.
The Supplier Diversity team actively participates in conferences and networking
events hosted by diverse business development councils. Activities include speaking
roles, booth exhibit, and/or onsite meetings with MWBEs.
Date
City
Event
June 21–23
Las Vegas, NV
Women Business Enterprise National Council Conference
August 15
Naperville, IL Chicago Minority Supplier Development Council
Annual Scholarship Golf Classic
August 19
Chicago Minority Enterprise Development (MED) Week
Chicago, IL
September 14 Chicago, IL
Chicago Women’s Business Development Center
Entrepreneurial Conference
Chicago Minority Supplier Development
Council (ChicagoMSDC) 44th Annual Chicago
Business Opportunity Fair. (left to right):
Brinda Bradley (in yellow), supplier diversity
director, and Cheryl Pearson-McNeil (in
pink), senior vice president public affairs and
government relations, cutting the ribbon of the
business fair.
Supplier Diversity Spotlight—
Marcelo Reggiardo,
Alianza Services
Alianza Services LLC is a full-service, certified MBE, office
furniture dealer with offices in Rockland County, New
York. We provide a variety of services including furniture
procurement, project management, space planning and
design services. Alianza represents over 100 different
manufacturers. Herman Miller, based in Michigan, is the
main line we supply to our customers. We concentrate on offering tailor-made
solutions that combine quality products and the highest service levels. Alianza
works with many different customers including traditional commercial clients, as
well as those in the government, higher-education and healthcare sectors.
www.nielsen.com
2011 WBENC National Conference & Business Fair. (left
to right): Tracy Nappier, representative Adcomm Group,
Nielsen’s Brinda Bradley, supplier diversity director, Janice
Bryant Howroyd, Chairman and CEO, Act 1 Group
Supplier Diversity
Spotlight—
Robin E. Beaman
Beaman Incorporated (BI) is a
full-service communications firm
that specializes in advertising,
public relations, and community
engagement on a local, regional and
national level. We are dedicated to
providing our
clients with
an unmatched
level of service
and expertise;
customized,
innovative
strategies; and
measurable
results.
3
2011 Supplier Corporate Membership
Organizations:
Provides access to quality, certified diverse business owners
•National Gay & Lesbian Chamber of Commerce
•National Minority Supplier Development Council
•Women’s Business Enterprise National Council
Supplier Diversity Eligibility:
To qualify as a Nielsen diverse supplier, a company must be:
•A for-profit business, regardless of size, physically located in the United States or
one of its trust territories
•At least 51 percent owned, controlled and operated by a minority or woman U.S.
citizen
•Certified by one of the following certification agencies: National Minority
Development Council (NMSDC), Women’s Business Enterprise National Council
(WBENC), National Gay Lesbian Chamber of Commerce (NGLCC), Government
Agency (City, State or National)
Nielsen Registration Requirements:
To qualify as a diverse business, you must be certified as one of the following
classifications listed below to register in the Nielsen Supplier Management Portal.
•8(a) SBA Certified
•Small Disadvantage Business (SDB/SBA)
•HUB Zone (SBA Certified)
•Minority Business Enterprise (MBE)
•Woman Business Enterprise (WBE)
•Disabled Person-Owned Business (DOBE)
•Veteran Owned Business (VBE)
•Service Disabled Veteran Owned Business (SDVB)
•Lesbian, Gay, Bi-sexual, Transgender (LGBT)
Team Contact
Information:
www.nielsen.com
supplier.diversity@nielsen.com
or call (877) 603-9122
Copyright © 2011 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo
are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C.
Glossary of Supplier Diversity
Terms
MWBE
Minority and women owned business
enterprise
Sourceable
All spend for products and services that
could be sourced from a minority and/or
woman business
First Tier
A first tier supplier is a supplier that
invoices Nielsen for goods and services
rendered directly by that supplier
Direct Second Tier Purchases
A second tier supplier is one whose
products and services can be identified
directly to Nielsen, but who invoices a
First Tier supplier
Indirect Second Tier Purchasing
A second tier supplier is one whose
products and services cannot be identified in
support of specific Customer requirements,
but who invoices a First Tier supplier
(MBE) Minority Business Enterprise
Any for-profit enterprise, regardless of
size, in the United States of America or
trust territories, which is at least 51%
owned, operated, and controlled by a
member of a minority group and targets
other businesses as customers. The
minority ownership and control shall be
real and continuing, and not solely to take
advantage of special set aside programs
aimed at minority business development.
Members of minority groups must be U.S.
Citizens. Minority ethnic groups are defined
as the following:
• African American
• Asian American (Pacific and Indian)
• Hispanic American
• Native American
Woman Business Enterprise (WBE)
Any for-profit enterprise, regardless of size,
in the United States of America or trust
territories, which is at least 51% owned,
operated, and controlled by one or more
women and targets other businesses as
customers. The women ownership and
control shall be real and continuing, and
not solely to take advantage of special set
aside programs aimed at women business
development. Women business owners
must be U.S. Citizens.