Campaign Media Awards 2006: The Newspaper Society Award - Best Use of Research

WINNER
Title: Real World Street
Media agency: MediaCom
Media director: Mick Mernagh
Account director/media planner: Frances Williams

Media planners tend to be middle class, under 30 and live in London - unlike 99 per cent of the population.MediaCom decided to seek its answers in ethnography and recruit an entire street of people in the real world. They befriended 25 families and found out everything from why they avoid paid-search listings when looking for financial information to why they stop chewing gum as they get older.

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