According to the judges*the level of the entries was very high and the decision process harder than ever. The award categories were changed in 2018 to allow for a wider scope of ‘best use of insight’ instead of the former pure research focus. The jury did not give awards in all categories this year.
There was no controversy regarding the award for ‘Fuel the funnel’: it was a clear winner to all. Besides being a solid piece of research with interesting results like ‘change in favorite brand’ and ‘change in purchasing budget’, ‘Fuel the funnel’ also managed to fuel the actual advertising sales for these publishers in an impressive way. For this last feat they also won a Gold Award for Commercial Outcome.
The Magnetic Media research which is based on the ‘Fuel the funnel’-project, covering the home deco market with very similar research architecture, won a Silver B2B research Award. Read more about this research here.
In the same Beste Insight B2B category Sanoma Netherlands and IPG Mediabrands won a Gold Award with their Trusted brands, Trusted Ads research. Read more about it here.
Sanoma Netherlands won a second Gold Award in the category Multi-platform Insight with their BSR Quality Planner in 2D and 3D: a highly innovative tool for consumer profiling beyond demographics. The data and tool are used for both advertising and editorial/publishing purposes.
Magnetic Media won a Gold Award in the B2B Insight category with their ‘A Matter of Trust’ research. You can read our article about this research here.
The United States magazine media organization, MPA, deservedly received a Gold Marketing Award for their great campaign: Magazine Media. Better. Believe it. Read more about the campaign here.
FIPP Insight Awards 2018
BEST INSIGHT PROJECT B2B
- Trusted Brands, Trusted Ads, Sanoma Media Netherlands & IPG Mediabrands, The Netherlands
- A Matter of Trust, Magnetic, UK
- Brand Safety, Trust & Credibility, VDZ
- The Role of Influencers in the Communication of Premium & Luxury Brands, Condé Nast Spain
- Home Truths, Magnetic, UK
COMMERCIAL OUTCOME AWARD
GOLD – Fuel the Funnel, Dennis/Immediate/Bauer/Haymarket collaboration, UK
SILVER – Ready to Shop, Associated Media Publishing, South Africa
GOLD – Magazine Media. Better. Believe it. MPA – The Association of Magazine Media, USA
MULTI-PLATFORM INSIGHT AWARD
GOLD – BSR Quality Planner in 2D and 3D, Sanoma Media Netherlands
SILVER – MPA Social Media Engagement Factor, MPA – The Association of Magazine Media, USA
* the judges are members of the FIPP Insight Committee; all of them working in research, insights and/or marketing at media companies and associations around the world