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NIELSEN MARKETING RESEARCH NAMES ADAMS PRESIDENT, EFFICIENT CONSUMER RESPONSE

 NORTHBROOK, Ill., Aug. 2 /PRNewswire/ -- Effective Aug. 9, Douglas Adams, 38, has been named president of the Efficient Consumer Response (ECR) and Operational Applications Division, Nielsen Marketing Research USA, announced George Garrick, president and chief operating officer, Nielsen Marketing Research USA.
 This announcement corresponds with Garrick's establishment of this new division of the company. "ECR is the single most critical issue in the food retailing industry today," Garrick said, "and information technology is key to fulfilling the ECR promise. Our approach will address the full spectrum of ECR needs and opportunities in an integrated fashion, rather than focus only on a couple of areas. Furthermore, we will be offering ECR-type operational applications to HBA manufacturers and retailers as well. Doug's job will be to ensure that all of Nielsen's resources are brought to bear in a coordinated manner in addressing these areas, and that we are truly responding to the needs of the industry."
 Adams will report to Garrick and serve as a member of the Nielsen USA management committee. He will be responsible for developing and directing Nielsen's activities in all ECR related areas.
 Adams was director of sales information for Frito-Lay, where he led the company's efforts in developing and applying information for both retailers and the sales organization, focusing on logistical as well as informational applications of information technology. During his 12- year career with Frito-Lay, Adams has served in various capacities in sales, field marketing and planning. He led the development of the "Profit Vision" system which provides category management information to retailers. He also conducted numerous studies with individual retailers ranging from space management and direct product profit to shopping patterns and store layout optimization.
 His most recent effort was leading the year-long FMI study on ways for retailers to provide efficient assortment called Variety or Duplication: A Process to Know Where You Stand.
 Prior to joining Frito-Lay, Adams served as an assistant plant controller for International Harvester in the Midwest, where he earned his C.P.A. A graduate of Emory University, Adams received a B.A. in economics and an M.B.A. in finance and marketing.
 He and his wife Nancy have a daughter and two sons.
 Nielsen Marketing Research, headquartered in Northbrook, is the recognized global leader in marketing and decision support information. As a strategic partner with the world's top consumer packaged goods companies, Nielsen has been the primary supplier of information-based systems and analysis for nearly 70 years. Today, the company has operations in over 32 countries worldwide. Nielsen Marketing Research is a company of The Dun & Bradstreet Corporation (DNB), the world's largest supplier of business information and related services.
 -0- 8/2/93
 /CONTACT: Cheryl Procter of NMR USA, 708-498-7642/


CO: Nielsen Marketing Research ST: Illinois IN: SU: PER

WB -- NY073 -- 8393 08/02/93 13:03 EDT
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Publication:PR Newswire
Date:Aug 2, 1993
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