Document:

Form of Director Stock Option Agreement

 Exhibit 10.1 

STOCK OPTION AGREEMENT 

THIS AGREEMENT, dated as of
                             (the “Grant Date”) is made by and between Valcon
Acquisition Holding B.V., a private company with limited liability incorporated under the laws of The Netherlands, having its registered office in Diemen, The Netherlands (hereinafter referred to as the “Company”), and the
individual whose name is set forth on the signature page hereof, who is a director of the Company or a Subsidiary of the Company, hereinafter referred to as the “Optionee”. 

WHEREAS, the Compensation Committee of The Supervisory Board of The Nielsen Company B.V. and the Management Board of the Company have
determined that it would be to the advantage and best interest of the Company and its shareholders to grant the Option provided for herein to the Optionee as an incentive for increased efforts during his term of directorship with the Company or its
Subsidiaries, and has advised the Company thereof and instructed the undersigned to issue said Option; 
 NOW, THEREFORE, in
consideration of the mutual covenants herein contained and other good and valuable consideration, receipt of which is hereby acknowledged, the parties hereto do hereby agree as follows: 

ARTICLE I 

DEFINITIONS 

Whenever the following terms are used in this Agreement, they shall have the meaning specified below unless the context clearly indicates
to the contrary. 
 Section 1.1. - Option 

“Option” shall mean the Time Option granted under Section 2.1 of this Agreement. 

Section 1.2. - Permanent Disability 

“Permanent Disability” shall have occurred when the Optionee has been unable to perform his material duties because of physical
or mental incapacity for a period of at least 180 consecutive days, as determined by a medical doctor mutually agreed upon by the parties hereto. Any question as to the existence of the Permanent Disability of the Optionee as to which the Optionee
and the Company cannot agree shall be determined in writing by a qualified independent physician mutually acceptable to the Optionee and the Company. If the Optionee and the Company cannot agree as to a qualified independent physician, each shall
appoint such a physician and those two physicians shall select a third who shall make such determination in writing. The determination of Permanent Disability made in writing to the Company and the Optionee shall be final and conclusive for all
purposes of this Agreement (such inability is hereinafter referred to as “Permanent Disability” or being “Permanently Disabled”). 

 Section 1.3. - Time Option 

“Time Option” shall mean the right and option to acquire, on the terms and conditions set forth herein Section 3.1(a)(i),
3.1(b)(i) and 3.1(c)(ii), all or any part of an aggregate of the number of shares of Common Stock, as shall be evidenced by entry in the Company’s shareholder register, set forth on the signature page of this Agreement. 

ARTICLE II 

GRANT OF OPTIONS 

Section 2.1. - Grant of Options 

For good and valuable consideration, on and as of the date hereof the Company irrevocably grants to the Optionee a Time Option upon the
terms and conditions set forth in this Agreement. The Option shall consist of a Time Option only. 
 Section 2.2. - Exercise
Price 
 Subject to Section 2.4, the exercise prices of the shares of Common Stock covered by the Time Option shall be
as set forth on the signature page of this Agreement. 
 Section 2.3. - Adjustments to Option 

The Option shall be adjusted pursuant to Sections 8 or 9 of the Plan, as applicable. Any such adjustment made in good faith thereunder
shall be final and binding upon the Optionee, the Company and all other interested persons. 
 ARTICLE III 

PERIOD OF EXERCISABILITY 

Section 3.1. - Commencement of Exercisability 

(a) So long as the Optionee continues to be a director of the Company or any of its Subsidiaries, the Option shall become exercisable
pursuant to the following schedules: 
 (i) Time Option. Subject to clause (b)(i) below, the Time Option
shall become vested and exercisable in four equal quarterly installments beginning three months from the Grant Date. 
 (b)
Notwithstanding the foregoing, so long as the Optionee continues to be a director of the Company or any of its Subsidiaries through the occurrence of a Change in Control: 

(i) the Time Option shall become immediately exercisable as to 100% of the shares of Common Stock underlying such Time
Option immediately prior to a Change in Control (but only to the extent such Option has not otherwise terminated or become exercisable). 
  

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 (c) Notwithstanding the foregoing, no Option shall become exercisable as to any additional
shares of Common Stock (which do not otherwise become exercisable in accordance with Section 3.1(a) or (b) above) following the termination of the directorship of the Optionee for any reason and any Option, which is unexercisable as of the
Optionee’s termination of directorship employment, shall be immediately cancelled without payment therefor. 
 Section 3.2. -
Expiration of Option 
 Except as otherwise provided in Section 5 or 6 of the Stockholder’s Agreement, the
Optionee may not exercise the Option to any extent after the first to occur of the following events: 
 (a) The tenth
anniversary of the Grant Date, provided that the Optionee remains a director of the Company or any of its Subsidiaries through such date; 

(b) The first anniversary of the date of the Optionee’s termination of employment, if the Optionee’s employment is terminated
by reason of death or Permanent Disability (unless earlier terminated as provided in Section 3.2(e) below); 
 (c)
Immediately upon the date of the Optionee’s termination of employment by the Company or its Subsidiaries for Cause or by the Optionee without Good Reason (other than due to death or Permanent Disability); 

(d) The date the Option is terminated pursuant to Section 4 of the Management Stockholder’s Agreement; or 

(f) At the discretion of the Company, if the Committee so determines pursuant to Section 9 of the Plan, the effective date of a
merger, consolidation or other capital change or transaction of the Company that is a Change in Control, in which case, prior to such effective date, the Company shall provide no less than ten (10) days prior written notice to the Optionee that
the Company intends to exercise its discretion and provide either (x) an opportunity for the Optionee to exercise his Options (whether or not then vested), or (y) make payment to the Optionee in respect of the termination of his Options
upon such date. 
 ARTICLE IV 

EXERCISE OF OPTION 

Section 4.1. – Person Eligible to Exercise 

Except as otherwise provided in the Stockholder’s Agreement, during the lifetime of the Optionee, only he may exercise an Option or
any portion thereof. After the death of the Optionee, any exercisable portion of an Option may, prior to the time when an Option becomes 

 

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unexercisable under Section 3.2, be exercised by his personal representative or by any person empowered to do so under the Optionee’s will or under the then applicable laws of descent
and distribution. 
 Section 4.2. – Partial Exercise 

Any exercisable portion of an Option or the entire Option, if then wholly exercisable, may be exercised in whole or in part at any time
prior to the time when the Option or portion thereof becomes unexercisable under Section 3.2; provided, however, that any partial exercise shall be for whole shares of Common Stock only. 

Section 4.3. – Manner of Exercise 

An Option, or any exercisable portion thereof, may be exercised solely by delivering to the General Counsel of the Company or his office
all of the following prior to the time when the Option or such portion becomes unexercisable under Section 3.2: 
 (a)
Notice in writing signed by the Optionee or the other person then entitled to exercise the Option or portion thereof, stating that the Option or portion thereof is thereby exercised, such notice complying with all applicable rules established by the
Committee; 
 (b) (i) Full payment (in cash or by check or by a combination thereof) for the shares with respect to which such
Option or portion thereof is exercised or (ii) indication that the Optionee elects to have the number of Shares that would otherwise be issued to the Optionee reduced by a number of Shares having an equivalent Fair Market Value to the payment
that would otherwise be made by Optionee to the Company pursuant to clause (i) of this subsection (b); 
 (c) At any time
that the Common Stock is not publicly traded on an established securities market, a bona fide written representation and agreement, in a form satisfactory to the Committee, signed by the Optionee or other person then entitled to exercise such Option
or portion thereof, stating that the shares of Common Stock are being acquired for his own account, for investment and without any present intention of distributing or reselling said shares or any of them except as may be permitted under the
Securities Act of 1933, as amended (the “Act”), and then applicable rules and regulations thereunder, and that the Optionee or other person then entitled to exercise such Option or portion thereof will indemnify the Company against
and hold it free and harmless from any loss, damage, expense or liability resulting to the Company if any sale or distribution of the shares by such person is contrary to the representation and agreement referred to above; provided,
however, that the Committee may, in its reasonable discretion, take whatever additional actions it deems reasonably necessary to ensure the observance and performance of such representation and agreement and to effect compliance with the Act
and any other federal, provincial or state securities laws or regulations; 
 (d) Full payment to the Company (in cash or by
check or by a combination thereof) of all amounts which, under applicable law, it is required to withhold upon exercise of the Option; and 
  

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 (e) In the event the Option or portion thereof shall be exercised pursuant to
Section 4.1 by any person or persons other than the Optionee, appropriate proof of the right of such person or persons to exercise the option. 

Without limiting the generality of the foregoing, the Committee may require an opinion of counsel acceptable to it to the effect that any subsequent
transfer of shares acquired on exercise of an Option does not violate the Act. If the Optionee is a resident of the United States, the written representation and agreement referred to in subsection (c) above shall, however, not be required if
the shares to be issued pursuant to such exercise have been registered under the Act, and such registration is then effective in respect of such shares. 

Section 4.4. – Conditions to Issuance of Stock 

The shares of stock issuable upon the exercise of an Option, or any portion thereof, shall not be required to be so physically issued to
the Optionee. For the avoidance of doubt, shares shall be deemed to have been issued when evidenced by entry in the Company’s shareholder register. Such shares shall be fully paid and nonassessable. The Company shall not be required to issue or
deliver any certificate or certificates for shares of stock acquired upon the exercise of an Option or portion thereof prior to fulfillment of all of the following conditions: 

(a) The obtaining of approval or other clearance from any state, provincial or federal governmental agency which the Committee shall, in
its reasonable and good faith discretion, determine to be necessary or advisable (and the Company and the Optionee shall each use reasonable efforts to obtain all such clearances and approvals as soon as reasonably practicable); 

(b) The lapse of such reasonable period of time following the exercise of the Option as the Committee may from time to time establish for
reasons of administrative convenience or as may otherwise be required by applicable law; and 
 (c) The execution by the
Optionee of a Sale Participation Agreement with Luxco (a “Sale Participation Agreement”) and a Management Stockholder’s Agreement. 

Section 4.5. – Rights as Stockholder 

The holder of an Option shall not be, nor have any of the rights or privileges of, a stockholder of the Company in respect of any shares
he may be issued upon the exercise of the Option or any portion thereof unless and until such shares shall have been issued as evidenced by entry in the Company’s shareholder register upon satisfaction of the conditions set forth in
Section 4.4. 
  

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 ARTICLE V 

MISCELLANEOUS 

Section 5.1. – Administration 

The Committee shall have the power to interpret the Plan and this Agreement and to adopt such rules for the administration, interpretation
and application of the Plan as are consistent therewith and to interpret or revoke any such rules. All actions taken and all interpretations and determinations made by the Committee in good faith shall be final and binding upon the Optionee, the
Company and all other interested persons. No member of the Committee shall be personally liable for any action, determination or interpretation made in good faith with respect to the Plan or the Option. In its absolute discretion, the Board may at
any time and from time to time exercise any and all rights and duties of the Committee under the Plan and this Agreement. 

Section 5.2. – Option Not Transferable 

Subject to applicable law to the contrary, neither the Option nor any interest or right therein or part thereof shall be liable for the
debts, contracts or engagements of the Optionee or his successors in interest or shall be subject to disposition by transfer, alienation, anticipation, pledge, encumbrance, assignment or any other means whether such disposition be voluntary or
involuntary or by operation of law by judgment, levy, attachment, garnishment or any other legal or equitable proceedings (including bankruptcy), and any attempted disposition thereof shall be null and void and of no effect; provided, however, that
this Section 5.2 shall not prevent transfers by will or by the applicable laws of descent and distribution or to a partnership, limited liability company, corporation, trust or custodianship, the beneficiaries of which may include only the
Optionee, his spouse (or ex-spouse) or his lineal descendants (including adopted children) or, if at any time after any such transfer there shall be no then living spouse or lineal descendants, then to the ultimate beneficiaries of any such trust or
to the estate of a deceased beneficiary. 
 Section 5.3. – Notices 

Any notice to be given under the terms of this Agreement to the Company shall be addressed to the Company in care of its General Counsel,
and any notice to be given to the Optionee shall be addressed to him at the address given beneath his signature hereto. By a notice given pursuant to this Section 5.3, either party may hereafter designate a different address for notices to be
given to it or him. Any notice which is required to be given to the Optionee, shall, if the Optionee is then deceased, be given to the Optionee’s personal representative if such representative has previously informed the Company of his status
and address by written notice under this Section 5.3. Any notice shall have been deemed duly given (i) upon electronic confirmation of facsimile, (ii) one business day following the date sent when sent by overnight delivery and
(iii) five (5) business days following the date mailed when mailed by registered or certified mail return receipt requested and postage prepaid, in each case as follows. 

Section 5.4. – Titles; Pronouns 

Titles are provided herein for convenience only and are not to serve as a basis for interpretation or construction of this Agreement. The
masculine pronoun shall include the feminine and neuter, and the singular the plural, where the context so indicates. 
  

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 Section 5.5. – Applicability of Stockholder’s Agreement 

The Option and the shares of Common Stock issued to the Optionee upon exercise of the Option shall be subject to all of the terms and
provisions of a Stockholder’s Agreement and the Sale Participation Agreement, to the extent applicable to the Option and such shares. In the event of any conflict between this Agreement and the Plan, the terms of the Plan shall control. In the
event of any conflict between this Agreement or the Plan and the Management Stockholder’s Agreement, the terms of the Management Stockholder’s Agreement shall control. 

Section 5.6. – Amendment 

This Agreement may be amended only by a writing executed by the parties hereto, which specifically states that it is amending this
Agreement. 
 Section 5.7. – Governing Law 

The laws of the State of New York shall govern the interpretation, validity and performance of the terms of this Agreement, except to the
extent that the issue or transfer of Stock shall be subject to mandatory provisions of the laws of The Netherlands. 

Section 5.8. – Arbitration 

In the event of any controversy among the parties hereto arising out of, or relating to, this Agreement which cannot be settled amicably
by the parties, such controversy shall be finally, exclusively and conclusively settled by mandatory arbitration conducted expeditiously in accordance with the American Arbitration Association rules, by a single independent arbitrator. Such
arbitration process shall take place within the Borough of Manhattan, in the City of New York, New York. The decision of the arbitrator shall be final and binding upon all parties hereto and shall be rendered pursuant to a written decision, which
contains a detailed recital of the arbitrator’s reasoning. Judgment upon the award rendered may be entered in any court having jurisdiction thereof. Each party shall bear its own legal fees and expenses. Notwithstanding anything herein to the
contrary, if the Employment Agreement contains a similar provision relating to arbitration and/or dispute resolution, such provision in the Employment Agreement shall govern any controversy hereunder. 

Section 5.9. – Code Section 409A 

If any payments of money, delivery of shares of Common Stock or other benefits due to the Participant hereunder could cause the application of an
accelerated or additional tax under Section 409A of the Code, such payments, delivery of shares or other benefits shall be deferred if deferral will make such payment, delivery of shares or other benefits compliant under Section 409A of
the Code, otherwise such payment, delivery of shares or other benefits shall be restructured, to the extent possible, in a manner, determined by the Company and reasonably acceptable to the Participant, that does not cause such an accelerated or
additional tax. 
 Section 5.10. – Counterparts 

This Agreement may be signed in counterparts, each of which shall be an original, with the same effect as if the signatures thereto and hereto were upon
the same instrument. 
  

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	VALCON ACQUISITION HOLDING B.V.
		
	By:	 	  

		
	Its:	 	  

	
	OPTIONEE:
	
	  

	
	Address:
	
	  

	
	  

 

					
			
	Aggregate number of shares of Common Stock for which the Time Option granted hereunder is exercisable (100% of number of shares) at an exercise price per share equal
to USD $            	 		 	
	(“Base Price”):	 	  
	 	

 [SIGNATURE PAGE OF STOCK OPTION AGREEMENT]Form of Director Restricted Stock Unit Award Agreement

 Exhibit 10.2 

RESTRICTED STOCK UNIT AWARD AGREEMENT 

THIS AGREEMENT (the “Agreement”) is made, effective as of
                             (the “Grant Date”), between Valcon Acquisition Holding
B.V., a private company with limited liability incorporated under the laws of The Netherlands, having its registered office in Haarlem, The Netherlands (hereinafter referred to as the “Company”) and
                    , a director of the Company or a Subsidiary (the “Director”). 

WHEREAS, the Company desires to grant the Director restricted stock units (as provided in Section 1 below), ultimately payable in
shares of Common Stock (the “Award”), pursuant to the 2006 Stock Acquisition and Option Plan for Key Employees of Valcon Acquisition Holding B.V. and its Subsidiaries (the “Plan”), the terms of which are hereby
incorporated by reference and made a part of this Agreement (capitalized terms not otherwise defined herein shall have the same meanings as in the Plan); 

WHEREAS, the Committee has determined that it would be to the advantage and best interest of the Company to grant the restricted stock
units provided for herein to the Director as an incentive for increased efforts during the Director’s term of office with the Company or its Subsidiaries or Affiliates, and has advised the Company thereof and instructed the undersigned officers
to grant said Award; 
 NOW, THEREFORE, in consideration of the mutual covenants herein contained and other good and valuable
consideration, receipt of which is hereby acknowledged, the parties hereto do hereby agree as follows: 
 1. Grant of
RSUs. For valuable consideration, receipt of which is hereby acknowledged, the Company hereby grants              restricted stock units (“RSUs”) to the Director, on
the terms and conditions hereinafter set forth. Each RSU represents the unfunded, unsecured right of the Director to receive one share of the Company’s Common Stock (each, a “Share”). The Director will become vested in the RSUs, and
take delivery of the Shares, as set forth in this Agreement. 
 2. Vesting and Timing of Transfer. 

(a) Unless otherwise provided herein, and subject to the continued directorship of the Director by the Company or any of its Subsidiaries
through the relevant Vesting Event (as hereinafter defined), the Director shall become vested in the RSUs granted on the Grant Date as follows (the occurrence of each such event described herein, a “Vesting Event”): 

(i)             % vested
             months following the Grant Date (the “Vesting Date”); and 

(ii) Notwithstanding the foregoing, all unvested RSUs shall become 100% vested immediately prior to a Change in Control.

 (b) Upon termination of the Director’s directorship with the Company and its Subsidiaries for any reason prior to the
Vesting Date, all unvested RSUs shall immediately be forfeited by the Director, without payment of any consideration therefor. 

(c) The Company shall deliver to the Director Shares underlying any non-forfeited, vested RSUs as soon as practicable
after they become vested RSUs (but in no event later than
2 1/2 months after the last day of the calendar year
in which such RSUs become so vested). 

 (d) In the event of the death of the Director, the delivery of Shares under
Section 2(c) shall be made in accordance with the beneficiary designation form on file with the Company; provided, however, that, in the absence of any such beneficiary designation form, the delivery of Shares under Section 2(c), as
applicable, shall be made to the person or persons to whom the Director’s rights under the Agreement shall pass by will or by the applicable laws of descent and distribution. 

(e) Upon transfer of Shares in accordance with Section 2(c) of this Agreement, the Company shall have satisfied its obligation with
respect to the number of RSUs equal to the number of Shares delivered to the Director pursuant thereto, and the Director shall have no further rights to claim any additional Shares in respect thereof. 

3. Dividends. Unless otherwise provided pursuant to Section 4 of this Agreement, from and after the Grant Date, the Director
will not be entitled to receive any dividends or other distributions with respect to Shares underlying the RSUs unless and until the RSUs become vested. 

4. Adjustments Upon Certain Events. The Committee shall, in its sole discretion, make certain equitable substitutions or
adjustments to any Shares or RSUs subject to this Agreement pursuant to Section 8 of the Plan. 
 5. No Acquired
Rights. In participating in the Plan, the Director acknowledges and accepts that the Board has the power to amend or terminate the Plan, to the extent permitted thereunder, at any time and that the opportunity given to the Director to
participate in the Plan is entirely at the discretion of the Committee and does not obligate the Company or any of its Affiliates to offer such participation in the future (whether on the same or different terms). The Director further acknowledges
and accepts that (a) such Director’s participation in the Plan is not to be considered part of any normal or expected compensation, (b) the value of the RSUs or the Shares shall not be used for purposes of determining any benefits or
compensation payable to the Director or the Director’s beneficiaries or estate under any benefit arrangement of the Company, and (c) the termination of the Director’s employment with the Employer under any circumstances whatsoever
will give the Director no claim or right of action against the Employer in respect of any loss of rights under this Agreement or the Plan that may arise as a result of such termination of employment. 

6. No Rights of a Stockholder. The Director shall not have any rights or privileges as a stockholder of the Company until the
Shares underlying vested RSUs have been registered in the Company’s register of stockholders as being held by the Director. Upon registration of such Shares, such Shares shall be held subject to the terms and conditions of the Management
Stockholder’s Agreement (and the Sale Participation Agreement as defined therein). 
 7. Legend on Certificates. Any
Shares issued or transferred to the Director pursuant to Section 2 of this Agreement shall be subject to such stop transfer orders and other restrictions as the Committee may deem advisable under the Plan or the rules, regulations, and other
requirements of the Securities and Exchange Commission, any stock exchange upon which such Shares are listed, and any applicable Federal or state laws or relevant securities laws of the jurisdiction of the domicile of the Director, and the Committee
may cause a legend or legends to be put on any certificates representing such Shares or make an appropriate entry on the record books of the appropriate registered book-entry custodian, if the Shares are not certificated, to make appropriate
reference to such restrictions. 
  

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 8. Transferability. RSUs may not be assigned, alienated, pledged, attached, sold or
otherwise transferred or encumbered by the Director otherwise than by will or by the laws of descent and distribution, and any purported assignment, alienation, pledge, attachment, sale, transfer or encumbrance not permitted by this Section 10
shall be void and unenforceable against the Company or any Affiliate. Shares delivered to the Director pursuant to Section 2 of this Agreement shall be subject to the applicable restrictions set forth in the Management Stockholder’s
Agreement (and the Sale Participation Agreement as defined therein). 
 9. Withholding. The Director may be required to
pay to the Company or any Affiliate and the Company or any Affiliate shall have the right and is hereby authorized to withhold from any transfer due under this Agreement or under the Plan or from any compensation or other amount owing to the
Director, applicable withholding taxes with respect to any transfer under this Agreement or under the Plan and to take such action as may be necessary in the opinion of the Company to satisfy all obligations for the payment of such taxes, pursuant
to Section 12 of the Plan. Notwithstanding the foregoing, if the Director’s employment with the Company and its Subsidiaries terminates prior to the transfer of all of the Shares under this Agreement, the payment of any applicable
withholding taxes with respect to any further transfer of Shares under this Agreement or the Plan shall be made solely through the sale of Shares equal to the statutory minimum withholding liability. 

10. Choice of Law. THIS AGREEMENT SHALL BE GOVERNED BY AND CONSTRUED IN ACCORDANCE WITH THE LAWS OF THE STATE OF NEW YORK WITHOUT
REGARD TO CONFLICTS OF LAW. 
 11. RSUs Subject to Plan. By entering into this Agreement, the Director agrees and
acknowledges that the Director has received and read a copy of the Plan. All RSUs are subject to the Plan. In the event of a conflict between any term or provision contained herein and a term or provision of the Plan, the applicable terms and
provisions of the Plan will govern and prevail. 
 12. Signature in Counterparts. This Agreement may be signed in
counterparts, each of which shall be an original, with the same effect as if the signatures thereto and hereto were upon the same instrument. 

13. Section 409A of the Code. Notwithstanding any other provisions of this Agreement or the Plan, the RSUs granted hereunder
shall not be deferred, accelerated, extended, paid out or modified in a manner that would result in the imposition of an additional tax under Section 409A of the Code upon the Director. In the event it is reasonably determined by the Committee
that, as a result of Section 409A of the Code, the transfer of Shares under this Agreement may not be made at the time contemplated hereunder without causing the Director to be subject to taxation under Section 409A of the Code, the
Company will make such payment on the first day that would not result in the Director incurring any tax liability under Section 409A of the Code. 

[Signatures on next page.] 
  

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 IN WITNESS WHEREOF, the parties hereto have executed this Agreement as of the date first
above written. 
  

			
	VALCON ACQUISITION HOLDING B.V.
		
	By:	 	  

[VALCON ACQUISITION HOLDING B.V. SIGNATURE PAGE
TO RSU AWARD AGREEMENT] 
  

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 IN WITNESS WHEREOF, the parties hereto have executed this Agreement as of the date first
above written. 
  

			
	DIRECTOR
		
	By:	 	  

[ DIRECTOR SIGNATURE PAGE TO RSU AWARD
AGREEMENT] 
  

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