2026 AMRA Brochure - Product brochure - Page 23
Google, MTM & Behavioural Architects Why We Watch 2.0
Google, MTM, The Behavioral Architects and Neuro-Insight
sought to challenge industry views on video quality.
The project’s mission was to rede昀椀ne what truly engages the
global audience. The research, conducted across nine EMEA
markets, used a three-phase “ecosystem interrogation”:
a large-scale survey of 12,000 people, a behavioral experiment
with YouTube users, and a neuroscience study in the UK
and Germany.
Judges’ comment
“This work lays the foundations for a new international standard
for content quality. It covers what truly captivates global
viewers, helping advertisers rethink digital media engagement.”
Haleon & mediasense - The Media Impact Model
Haleon faced a challenge where its heavy focus on media
ef昀椀ciency was eroding its overall marketing effectiveness,
limiting its ability to drive growth. In partnership with
mediasense, Haleon they developed “The Media Impact Model”
which de昀椀ned effectiveness drivers across four categories:
Context, Reach, Quality, and Values. The model deliberately
sacri昀椀ced media cost reductions in favour of media impact.
This required senior stakeholder buy-in across functions
and 48 in-scope markets.
Judges’ comment
“This research truly had international impact. It shifted media
planning and buying strategy across 48 markets and contributed
to seven consecutive quarters of sales growth and a 40% overall
increase in effectiveness and ROI.”
OMG & OMD UK - OMD Signals 2025
OMG and OMD’s mission was to decode the emotional, cultural,
and behavioural “signals” shaping people’s lives and to bridge
the empathy gap between how agencies perceive consumers
and what people actually value. Signals 2025, was a multimarket research initiative spanning 38 countries, combining
a large quantitative survey with qualitative video diaries,
expert interviews and a unique re昀氀ection survey of over
500 Omnicom employees.
Judges’ comment
“This global study across 38 countries decoded cultural,
emotional, & behavioural signals. It revealed consumer truths
vs. agency beliefs and resulted in new client strategies, global
thought leadership and a major pitch win.”
Wavemaker - Anything is e.l.f.ing possible: Crafting
the Perfect Foundation for Global Media Success
Wavemaker was tasked with laying the research foundation
for e.l.f. Cosmetics’ ambitious global expansion into the UK,
Germany, and the Netherlands. The mission was to measure
the impact of their initial international media investment and
deliver insights on brand health, media channel impact, and
creative response across diverse cultures. The approach used
an innovative, cost-effective, and culturally sensitive multi-wave
online survey, operating within a standard UK study budget.
The key result was the creation of the e.l.f. launch playbook,
a scalable, data-driven framework and de昀椀nitive blueprint for
all future international media strategies.
Judges’ comment
“This project grew client insights into multi-country media
behaviour. It provided vital intelligence about media investment
and its effectiveness across all channels. It delivered a launch
playbook for all future international market launches and its
success is now spurring further research in additional
European markets.”
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