Campaign Media Awards 2009: Best Use of Research

Title: The Invisible Audience - Proving That Advertising Unites
Duration period: 1 September 2008-2 January 2009
Media agency: Mediaedge:cia
Media director: David Fletcher
Account director/media planner: Kathryn Saxon
Creative agency: n/s
Creative director: n/s
Account director: n/s
Account planner: n/s
Client: n/s
Brand/product: n/s
Marketing director: n/s
Media/brand manager: n/s

Marketing budgets are always under pressure, especially during a recession. Mediaedge:cia decided to go in to bat for besieged marketing directors everywhere, with a campaign showing how advertising not only influenced consumer opinion but could also unite employees and create a stronger workforce. In three stages of rigorous research, MEC showed that nearly half of workers say they watch their employer's advertising "intensely" and more than half say it is a source of pride to them. This research was presented at boardroom level to MEC clients ahead of 2010 budget planning sessions. Judges praised MEC for creating something unique that would not only benefit them, but also have a positive effect on the whole media industry.