Bill Moult to be Nielsen's President of Media Analytics


Bill Moult, CEO and Founding Partner/Sequent Partners and Media Behavior Institute CEO, sent a letter to friends in the industry, announcing that in the middle of next month (December), he will become Nielsen’s President of Media Analytics. The Coalition for Innovative Media Measurement (CIMM) also put out an internal announcement on his move.

CIMM’s founding members include seven media companies: CBS, Discovery Communications, NBC Universal, News Corp., Time Warner Inc., Viacom and The Walt Disney Co.; four ad agencies, GroupM, Interpublic Group’s Mediabrands, Omnicom Media Group and Starcom MediaVest Group Worldwide; and three large advertisers, AT&T, Procter & Gamble and Unilever.

From the letter: “I am extremely sad to leave my partners and associates, from both a personal and a professional standpoint — I have learned so much from committed partners and colleagues who are every bit as passionate about the work we’ve done at Sequent Partners and Media Behavior Institute as I have been. If I can just borrow a little of the energy and experience I have found in them, I will feel very fortunate indeed.

Many of you know that I have played a key role in the early development of Media Behavior Institute, so you might ask what if anything might change with my departure. Fortunately I am leaving MBI in very strong shape.  We just wouldn’t have it any other way.  Our CIMM supported pilot is off to a great start and we are now in serious discussions with some very talented professionals for a number of evolving roles.  For example we expect to have a very seasoned Operations Director in place within a few weeks, and I’m quite sure the person we have in mind will wear that hat much better than I have. 
Our relationships with GfK MRI, IPA, Ball State and Apollo Mobile are firmly in place, and we are continuing to build the team required for the success of the USA TouchPoints syndicated service. We are all working very hard to maintain the momentum that we all created together.
One of the things I am proudest about in my career is how well companies have done after I’ve left. That certainly was true for BASES and for Ipsos ASI.”