Jeremy Bullmore CBE, ex-President of MRS and a non-executive director of WPP, has lent his name to a new MRS Award for creative development research.

The MRS Honorary Fellow and Patron, who has been described by Campaign as "the most admired man in advertising," says he is “very pleased indeed” to have his name associated with the award, which will open for entries on 2 May.

“Advertising owes two great debts to research,” he tells MRS. “First, as every Mad Man knows, research can be held solely responsible for all bad advertising, having strangled all the original ideas at birth! And second, as the rest of us know, if you use it properly – if you don’t just read it but you mine it, you challenge it, you hold it up to the light and smell it – research can liberate, illuminate and bring credence to the wildest of hypotheses.”

Both this award and its new sister category recognising media research will be sponsored by Kantar Millward Brown. “Understanding brands and advertising is our lifeblood,” says their Head of Marketing, Jane Bloomfield. “It is a great honour to sponsor the new Jeremy Bullmore Award and the media category. Creativity in both advertising and media are critical for clients to grow great brands – we’re delighted to support the best in class.”

Jane Frost, CEO of MRS, says “As well as being a legend in advertising, Jeremy has always championed rigorously conducted research. We feel an award in his name lets potential entrants know the standard we expect and are incredibly grateful to Kantar Millward Brown, whose support of these two new categories allows MRS to give the sector more opportunities to show the impact research is having in the creative and media spheres.”

The MRS Awards 2017 open for entries on 2 May with a deadline of 6 July.

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