2026 AMRA Brochure - Product brochure - Page 35
Global Media and Entertainment:
Insight, Data and Outcomes Team
Global’s Insight, Data and Outcomes team stood at the
forefront of the company’s transformation under new CEO
Simon Pitts, driving impact across audio and OOH. They
pioneered Global IQ, a new outcomes measurement solution
combining RAJAR, Route exposure data, SpendMapper sales
data and YouGov BrandIndex sentiment to link ad exposure to
tangible business results. Access All Audiences evolved into
a market-leading planning tool powered by real behavioural
intelligence, expanding from the London Underground across
Global’s full portfolio. The TfL Ad Tracker helped secure the
UK’s biggest Outdoor contract, setting a new benchmark for
OOH accountability..
Judges’ comment
“Global’s ability to create industry-昀椀rst measurement solutions
whilst driving tangible revenue demonstrates how insight teams
can shape business transformation at scale.”
Mail Metro Media: Insight and Data D.R.E.A.M. Team
Mail Metro Media’s Insight and Data D.R.E.A.M. (Data, Research,
Effectiveness, Audience, Media) team transformed from
a traditional research function into a data and revenue
powerhouse. Their newly created Commercial Audience Data
team drove signi昀椀cant incremental growth in year one, whilst
the wider team delivered over 120 ad effectiveness reports and
launched insight series including Horizons (category-based) and
Moments That Matter (calendar event-focused). They created
a bespoke Family Matters community hub that helped secure a
major supermarket partnership, revolutionised internal access
through the D.R.E.A.M SharePoint, and substantially increased
data-driven campaign performance.
Judges’ comment
“Mail Metro Media showed how insight teams can evolve beyond
their traditional boundaries. By creating a commercial data
function within the research team, they proved that insight can
be both intellectually rigorous and directly revenue-generating.”
JCDecaux UK: Data & Insight Team
From Brand to Bland 2 used a social experiment to make
econometrics emotionally persuasive, whilst they gave Pro昀椀t
Ability 2 ‘fame’ through 85 global presentations reaching
3,000 practitioners. They calculated incremental advertising
revenues from new commercial TV forms for the 昀椀rst time,
enabling accurate industry reporting. Lantern, unveiled in
October 2024, will capture TV’s impact as it happens, bringing
outcome measurement to television. All this from a team of
three working with constrained budgets and exceptionally
high expectations.
Built on Jean-Claude Decaux’s mantra “Only the best will do,”
JCDecaux’s Data & Insight team set a benchmark for how
out-of-home is researched, evaluated and improved. They
sharpened their strategy around two pillars: Creativity and
Effectiveness. On creativity, they launched Optix, an in-house
AI tool predicting engagement for OOH executions, trained
on historic eye-tracking and neural sensor research, and
partnered with System1 to adapt their creative effectiveness
framework speci昀椀cally for OOH. On effectiveness, they rebuilt
OOH measurement through groundbreaking MMM work with
Nielsen and Talon, proving postcode-level exposure 昀椀xes
systemic bias (under-representation of up to 42%). They also
introduced location-led brand studies tying habitual movement
to home postcodes.
Judges’ comment
Judges’ comment
“Thinkbox’s ability to deliver agenda-setting research with
such a small team is extraordinary. They didn’t just produce
studies, they created tools, shifted industry debates, and made
econometric evidence accessible and actionable.”
“JCDecaux tackled the fundamental challenges facing OOH
measurement with both rigour and innovation. By combining
AI-driven creative prediction with location-based effectiveness
measurement, they’ve given the industry practical tools that
work at scale.”
Thinkbox: Research Team
Thinkbox’s lean team of three delivered heavyweight research
with forensic rigour.
