CAMPAIGN MEDIA AWARDS 2003: The Capital Radio Group Award - Best Use of Research

WINNER Title: Urban Life Research agency: BMRB Media Client: Metro Research director: Doug Read Research manager: Adam Joseph

Metro's project contributed to an 18 per cent year-on-year increase in the newspaper's display advertising revenues. Roy Greenslade mused the study "may well be seen as the most innovative research initiative in history". Urban Life was devised to unveil the attitudes and brand preferences of "urbanites" - young, professional, affluent city-dwellers.

The study allowed the title to provide "conversation starters" with advertisers in specific sectors. It was also used to generate news stories.

COMMENDATION

Title: Communigraphics

Media agency: OMD UK

Research director: Jo Rigby

Client: Vodafone

"Communigraphics is a breakthrough piece of research, a rare example of true consumer insight," Martin Todd, Vodafone's head of brand and marketing communication, said. The study attempted to define and understand, even weight, personality and sociability of potential consumers of Vodafone live!. Measures were created to capture media behaviour and preference.

They allowed Vodafone to calculate consumer value in terms of how sociable or "connected" they are and mobile usage.

COMMENDATION

Title: MagAppeal

Media agency: MediaCom

Media director: Jeremy Griffiths

Econometrician: Andy Crang

This research sought to challenge old assumptions in press advertising such as "front half is always best".

The analysis of how readers navigate their way through publications helped to explain the effectiveness of each advertising location in a magazine.

In FHM, the study showed advertisers such as Gola benefit by appearing next to related editorial. In the Sunday Times Magazine, however, positioning is less effective. MagAppeal claims campaigns bought using its insights are 15 per cent more effective.

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