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Success for Cultural Architects
Worldwide MR organisation ESOMAR has announced the winners of the 2004 John & Mary Goodyear Award for the Best International Research Paper presented at ESOMAR events. Hilary Perkins and Paul Buckley from Allied Domecq Spirits & Wine, UK, took the gong for their paper 'Becoming cultural architects. How to drive the influence of research on company culture.'
The paper was selected for its wide application potential to other categories and for its relevance to global marketing, with lessons for others seeking to maximise the cultural impact of their work. It describes how a global segmentation study catalysed an organisation into rethinking many of their most important internal processes, including the allocation of resources across countries, brand positioning and the prioritisation of innovation opportunities.
The award carries a prize of EUR 3,500 and is sponsored by TNS. The jury of marketing and industry experts was chaired by ESOMAR President Fredrik Nauckhoff and included John and Mary Goodyear themselves as well as others from four continents.
The winning paper was selected from a shortlist of 32 nominations, all of which will be published in the ESOMAR Yearbook entitled 'Excellence in International Research 2005', available shortly. ESOMAR is online at www.esomar.org
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