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MB Precis Wins the Awards
Millward Brown Precis, the media evaluation arm of Millward Brown, recently swept the board at the UK's first Communication Effectiveness Awards, held by the Association of Media Evaluation Companies (AMEC).
Evaluation (Barclays Bank), Best Use of Communication Measurement (IMS Health, Erectile Dysfunction), Best Use of Communication Planning (confidential automotive client) and Best Use of Measurement on an International Scale (DaimlerChrysler Maybach).
The UK has seen tremendous growth in media evaluation over the last few years. The introduction of these awards, according to Fergus Hampton, CEO of Millward Brown Precis, not only acknowledges the expertise and professionalism of those in the industry, but the increasing relevance to clients of high-quality measurement and evaluation of their marketing communications spend.
The Precis Media Influence Index measures the potential influence of coverage on core readers. It evaluates the location of an article within a publication, story length, size of headline and size of photograph, as well as readership figures. Precis also takes into account the content and tone of coverage.
Best Use of Media Evaluation: Barclays Bank - Barclays wished to measure how effective its own PR team's briefings were with key journalists ie: had the messages reached the UK consumer market in a positive manner? The bank was also keen to be aware of emerging journalists and the tone with which they were reporting, to preempt any potential negative messages. Millward Brown Precis provided comprehensive monthly analysis reports on the generated and spontaneous media coverage.
Best Use of Communication Measurement (IMS Health, Erectile Dysfunction) - IMS Health is the world's leading provider of information solutions to the pharmaceutical and healthcare industries. The organisation employs over 5,000 professionals and supplies market intelligence and analysis in 100 countries, providing clients with the critical facts they need at every stage of the pharmaceutical life cycle. To provide better, deeper intelligence to its pharmaceutical clients, IMS asked Millward Brown Precis to conduct a study on media coverage related to Viagra and other ED treatments in the US print media. An assessment of media attention as a key driver of public opinion was vital. The results enabled IMS to supplement its traditional intelligence on trends, forecasts and prescription volumes with the drivers of those factors. This analysis was timed to support the launch of several new drugs for the treatment of ED.
Best Use of Measurement on an International Scale (DaimlerChrysler Maybach). Developing arguably the best car on the market, transporting it across the Atlantic on the QE2 in a glass case on the sundeck, and unveiling it to the waiting audience at 55 Wall Street in New York on 2nd July, 2002 was a definite headliner for the world's media. To measure the impact of the DaimlerChrysler Maybach launch, readership profiles were assessed across 11 markets for Maybach's international press presence. Millward Brown Precis collected and analysed press articles from 3 continents and in 6 languages. Tonality of coverage was fundamental to the analysis, with the added measure of Maybach's key messages of Power and Luxury. The findings were evaluated in both a global and local context.
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