The best papers from each ESOMAR conference are judged at the following year's Congress and the best overall paper wins this award. The paper will also appear in ESOMAR's forthcoming book on "Excellence in International Research". The paper concentrated on the findings from a fourteen country qualitative study conducted by Millward Brown amongst 18 - 35 year olds to explore the role of different media in shaping brand image. Television was shown to be the most widespread mass medium, although perceptions of its role vary considerably around the world. In the US, it is seen as "respectable" and "trustworthy", but has a tendency to "overhype". In Chile, it is very public and "embracing" and is seen as playing a non-political role in bringing the country together. This is in contrast with Europe, where TV is occasionally criticised for being "intrusive", "addictive" and even "uncaring". Other media looked at in the study were outdoor, print and the Internet. The latter was felt to be exciting but also inherently malevolent, dangerous, and even frightening. Negative perceptions were most common in countries where the use of the Internet is less established, but evidence of frustration, irritation and discomfort from lack of control were evident everywhere. The study found that the connotations of print and outdoor media also vary considerably around the world. Whilst seen as "trustworthy" and "reassuring" in India and Thailand, print was felt to be boring and reserved in other markets. Outdoor was viewed most positively in the UK and France where it was felt to be "imaginative" and "inspirational". This however, was not the case in parts of Latin America and Eastern Europe, where it was felt to be "crude", "cheap" and "common".