Behaviour & Attitudes (B&A) took the grand prix for Energia’s ‘From Challenger to Contender’ as the winners of the Marketing Society’s Research Excellence Awards 2019 were announced. Now in its 11th year, the awards show is regarded as Ireland’s premier event in showcasing research’s impact on marketing and customer experience (CX) strategies.
The grand prix award is sponsored by PML Group.
In winning the top prize, B&A earn a speaker platform at the 2020 Esomar conference in Toronto in September. B&A’s Energia work won the brand development and strategy category and B&A took the customer experience category for 123.ie. Ipsos MRBI won the public policy and research category for Sport Ireland’s ‘Eliminating the Gender Play Gap’.
Core Data took the analytic impact category for its work for the National Lottery.
Mindshare was the winner in the advertising and advertising media research category for its ‘Kids These Days – Understanding the Media Behaviours of Generation Z’. One of the report’s highlights points to how Irish teens nowadays spend over 44 per cent more time consuming media. (For more on the report, go to page 3 of Marketing.ie July 2019).
Red C and V360 took home the product innovation and new product development (NPD) category for Bord Bia’s ‘White Smoke for Irish White Fish’ study. This year’s judging panel comprised Etain Kidney, head of the school of marketing at TU Dublin; Jackie Conway, An Post; Michael Dargan, AIB; Paul Loughrey, RTE and Aoife Sadlier, William Grant & Son.
Chris Upton, who chairs the Marketing Society and is chief executive at Havas, said research has been a cornerstone of the society from its establishment and continues to hold much importance. With over 40 submissions, the strength of the entries and winners focuses on the role research and insights play in informing, planning and evaluating marketing campaigns.
Pictured are Oonagh Gildea, Energia, Chris Upton, Marketing Society and Larry Ryan, B&A