Freshminds Takes Best Agency for Second Year Running...and bottom-line results give agencies the edge
11th December 2007
Last night’s Research Excellence and Effectiveness Awards, hosted by MRS, saw the champions of 2006 returning for a second year on stage – as FreshMinds beat off the competition to again secure Agency of the Year.
Applauded for its strong set of core values – which ranks ‘freshness’ alongside the usual excellence and integrity – FreshMinds battled Flamingo International, Hall & Partners Europe, Opinion Leader and Voodoo to take the night’s top prize.
And predictions made at last year’s Awards event were again confirmed for Best New Agency, where Essential won the trophy after judges as last year’s awards singled it out as ‘one to watch’.
This time around, the evening’s winning line-up was notable for its broad mix of new recruits and old-hands, with winning campaigns spanning a range of sectors and specialisms. Projects for clients including Sky, BT, Channel 4, London Underground and the Joseph Rowntree Foundation took their agencies into the limelight – by demonstrating the bottom-line benefits that research contributes in today’s business world.
For the MRS/AURA Award for Insight Management, it was Sky, Oxford Strategic Marketing, SPA and CFI who together won the award for the ‘Sky Tracker’ – proving the critical role of a research and insight tool at the heart of an organisation’s decision making. Likewise, the renowned MRS/BIG Business Award went to an agency which excelled in the business-to-business arena – this time, to GfK NOP for its 360 degree research programme for the BT Corporate Panel. Research magazine’s Best Research Campaign set out to award a successful client-agency partnership – and went to TNS UK for its customer satisfaction study for student hospitality company UNITE.
Professor Michael Thomas, Chair of the MRS Awards Panel, commented: “This year’s winners show that research has moved even further into the boardroom. Whilst last night’s celebrations still recognised new methodologies and complex research thinking, this was set against a backdrop of quality, business-focused strategies.
He continues: “The fact that we had so many clients and representatives of other sectors there at the awards last night highlights the changing perception of research as a business tool which everyone needs to be tapping in to. ”
The Research Excellence and Effectiveness Awards were presented by Kate Gerbeau, Channel 5 and ex-BBC broadcaster, at the Royal Lancaster Hotel’s Nine Kings Suite. With over 500 guests in attendance, the event itself represents another major success for the research industry.
For more information on the Research Excellence and Effectiveness Awards visit
Winners for MRS Research Excellence & Effectiveness Awards and Research Awards:
- Research Award for Best Agency: FreshMinds
- Research Award for Best New Agency: Essential
- Research Award for Best Research Campaign: TNS UK & UNITE: Working Together – a customer experience programme
- Research Award for Innovative Employer: Firefish
- Research Award for Newcomer of the Year: James Morris, Opinion Leader Forum
- MRS Applications of Research Award: 4 Digital Group: National DAB Multiplex Application
- MRS Public Policy/Social Research Effectiveness: Ipsos MORI Hothouse and Joseph Rowntree Foundation: Making Poverty a Story
- MRS / AURA Insight Management Effectiveness: Sky, Oxford Strategic Marketing, SPA & CFI: Sky Tracker
- ISBA Award (Advertising Effectiveness): Orlando Wood, BrainJuicer Labs: Measuring emotional engagement in advertising
- David Winton Award (Technical Excellence): Bill Blyth: Mixed mode – the only ‘fitness’ regime?
- MRS Silver Medal (Best paper in IJMR 2006): Nick Sparrow: Developing reliable online polls
- MRS/BIG Business Award: GfK NOP 360 degree research programme for The BT Corporate Panel
- MRS/ASC Technology Award: BuzzBack Market Research’s eCollage and Tag Cloud Viewer
- AQR Prosper Riley-Smith Award: Acacia Avenue for London Underground
Research 2007 Conference awards:
- Best Paper: Robert Heath and Paul Feldwick, ‘50 Years of Using the Wrong Model of TV Advertising’ and Caroline Vogt and
- Stuart Knapman ‘Spaces – the final frontier.’
- Best Conference Presentation: Ray Poynter, ‘Research 2.0, Walking the Talk’
- Best Newcomer: Sinead Jefferies, ‘Keeping Customers Posted’.
- Special Contribution: Ray Poynter for his Expert Briefing session entitled ‘Research 2.0, Walking the Talk’
- Best New Thinking: Mark Pearson, Tim Macer and Fabrizio Sebastiani, ‘Cracking the Code: What customers say, in their own