ESOMAR drew to a close its 59th Congress in London yesterday, and announced the winners of four prizes. A new overall award for the best paper 2005-6 went to speakers from Australian agency The Leading Edge and client Carlton & United Beverages.
The ESOMAR Excellence Award for the Best Paper covers all papers from one Congress to the next - in this case everything from the start of the 2005 Congress until the start of the 2006 event - and recognises 'papers of the highest quality that demonstrate a concrete contribution to the decision making process while sustaining ESOMAR's best practices'. The Award and the prize of Euros 4,000 went to The heart transplant - consumers at the heart of your business by Kristin Hickey and Derek Leddie, The Leading Edge (Australia), and David Jenkinson, Carlton & United Beverages, Australia.
The paper focused on how the traditional role of consumer research within large organizations acts as a barrier to marketing innovation, passion and the financial momentum of its brand portfolio. It proposed a new approach which replaces the traditional 'brand-centric' business approach with a truly 'consumer-centric' one.
Hickey, TLE's Director of Specialist Teams, said the award reflected 'not only the growing need amongst business leaders to drive consumer centricity to the heart of their business' but also the research industry's passion for a new research model to deliver it.
Members of the Jury for this award were José Ignacio Wert, ESOMAR President; Jorge García González, President, JGG Consulting International Business, Argentina; C. Frederic John, Vice President Consumer Intelligence, Mastercard International, USA; Daniel Leconte, Consultant, Kalimage, France; and David McCaughan, Executive Vice President, McCann Erickson, Japan.
There were also three awards for best papers at the just-completed Congress:
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
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