The award was presented to TNS and its agency Dowell and Associates for a direct mail campaign called "evidence bag". The highly creative approach ensured a response rate of over 40%.

The campaign was designed to encourage prospective customers to purchase Family Food Panel or European Toiletries and Cosmetics Consumption data from TNS. Dowell and Associates developed a covert "espionage" theme suggesting that brand managers need to buy more high quality consumption data because they currently know little about the usage of their product once it has passed through the checkout. The agency mailed photos, packaging and other pieces of "evidence" about the prospects’ individual own brands in police evidence bags.

According to Giles Quick, Managing Director of Consumer Usage Panels, "We are extremely proud to win such a prestigious award. The outstanding response rate we generated through this campaign clearly demonstrates the demand in the marketplace for high quality consumption data which meets customers’ specific requirements."