2025 AMRA Brochure - Flipbook - Page 9
Newsworks & Colourtext – Youth - News Matters
Harnessing millions of online interactions, the project set
out to highlight the actual news consumption habits of young
adults, the signi昀椀cant role that news brands play in their daily
lives, and their in昀氀uence on consumer actions.
Judges’ comment
“Hot off the press, this project tackled industry misconceptions
around a commercially key audience. Using a signi昀椀cant data
source, they delivered persuasive results for advertisers and
agencies to consider.”
Thinkbox & Map-the-Territory / Tapestry Research /
Peek Content – Context Effects
Uncovering the secrets of in-home viewing behaviour and
patterns via a mixed methodology including Structural
Equation Modelling, Thinkbox set out to understand the
value of context and what makes a difference.
Judges’ comment
“As the video landscape continues to fragment, quality and
context are only of increasing importance. Using an interesting
approach, the project highlights key factors that brands should
be considering in their planning.”
Radiocentre & Colourtext – The Performance
Multiplier - helping radio punch-through its
Performance Marketing Ad-spend Plateau
Using big data from real-world campaigns the project looked
to isolate radio’s true online response effect. Challenging the
received industry wisdom and current attribution methods,
the ultimate aim was to grow radio ad spend within the
performance category.
Judges’ comment
“With a compelling focus on trying to unlock performance
budgets, Radiocentre undertook a comprehensively designed
study that clearly delivered positive results for the medium, and
ROI on the research investment.”
Thinkbox & Ebiquity / EssenceMediacom / Gain
Theory / Mindshare / Wavemaker UK – Pro昀椀t Ability 2
Alongside Ebiquity, Gain Theory, and GroupM agencies,
Thinkbox updated its 2017 ‘Pro昀椀t Ability’ study. Using MMM
analysis from 141 brands it has revealed the latest insight
on the effectiveness of TV and other channels for delivering
business outcomes.
Judges’ comment
“Collaborating again with industry heavyweights, Thinkbox has
successfully built on the original publication, providing detailed
insight that’s received exemplary feedback from clients and
signi昀椀cant industry coverage.”
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