IT was ad guru David Ogilvy who once said that advertising people who ignore research are as dangerous as generals who ignore enemy signals decodes.
With the constant store wars waging and cost-of-living battles facing Irish consumers, it was encouraging to see Behaviour & Attitudes (B&A) win the top prize at the Marketing Society Research Excellence Awards.
B&A, led by Ian McShane, won the grand prix for its RTE work on clutter impact during ad breaks.
The project won the innovation in research approach category.
UCD professor of marketing Damien McLoughlin (inset) headed the judges' panel.
He said Irish research compares with best international standards.
Marketing Society chairperson Angela Healy, of Empathy Marketing, said research has a big role to play in planning, developing and evaluating marketing campaigns and business strategies for all types of organisations, as shown by the range of award entries. Red C, the research agency run by Richard Colwell, scooped the advertising and creative development award for its work in showing Dublin Airport as an effective ad platform.
Coyne Research won the qualitative category for Irish Life pensions and Sparkqual came out tops in brand development and strategy for Motivation Weight Management Clinics.
Last Night's Dinner for Bord Bia saw OI Research take the public policy and social research category award, while RTE and Nielsen Analytic Consulting won the excellence in data analytics category.
Also judging the 44 award entries were Deirdre Wafer, Liberty Insurance; Maurice Cullen, Zurich; Mark Nolan, Cawley Nea\TBWA; and consultant Jane Nolan.