MRS Award for Research in Advertising and Media
The Award is given to the submission that best indicates how research has made a fundamental and integral contribution to understanding and excellence in advertising.
This includes development and inspiration of creativity as well as advancing understanding of how campaigns and media work and are evaluated.
Winner:
Qmedia & Channel 4
In VOD we Trust
What the judges said:
This paper outlines one of the first commercial studies undertaken to increase the industry’s understanding of how Video on Demand works as an advertising and communication medium. It was an extensive study both in terms of the number of brands involved and the robustness and scale of the samples used. As a result the research puts a useful value on a relatively unknown medium and has widespread and actionable implications.
It was innovative in terms of the area researched, it delivered real commercial benefit and the research findings have wide implications for the communications industry.
Finalists:
Susie Donnelly (News International) & Alison Fydler (Firefish)
Sign of the Times
What the judges said:
This creative development case study demonstrates how insightful research can illuminate the relationship between consumers and a brand such as The Times. It also underlines the importance of rigorous analysis of results that if well communicated can act as a springboard for creativity. The Judges specifically liked the way the research agency adopted a '‘Gallery'’ approach to evaluate the final executions of the brand campaign and to gauge response by individual. This final evaluation demonstrated that the campaign did indeed create both engagement and excitement.
Dr Alastair Goode & David Brennan
How Television Programme sponsorship works
What the judges said:
The judges liked how the research outlined in this paper looked not just at whether television sponsorship works but at how it works. It explored in detail both how the viewer’s relationship with the programme influences response and how the degree of integration or relevance of the brand’s sponsorship with the programme influenced the commercial effect. The commercial benefit for brands being a measurable effect on emotional and intuitive brand perceptions.
Linda Neville (Coca-Cola) & Fiona Blades (MESH Planning)
Why Wait? Act Now!
What the judges said:
This paper had two outstanding strengths. First the way that research was used to create a real dialogue between consumers and the brand. Second the speed of response from real time research allowed for co-creation of an evolving, effective brand campaign. While the idea of an unfolding dialogue is not entirely new the Judges felt that the speed of the unfolding and the centrality of the research to the process was new and selected it for that reason.
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