Ipsos and Kraft Enhance, Integrate and Excel at 2013 MRIA Research Awards Gala

Canadian Research Industry Recognizes Research Excellence for Improved Brand Performance

Monday, June 24, 2013

Toronto, ON – From idea to execution, great advertising and great research go hand in hand. Kraft and Ipsos ASI know that very well, as a collaborative team of marketers and researchers were recognized for their work with an Excellence in Research Award from the Marketing Research and Intelligence Association (MRIA). The win came in the Best Integration category for advertising, research and brand performance work for Kraft’s MiO Liquid Enhancer. The award was presented in Niagara Falls on June 4 at a gala event held as part of the MRIA’s 2013 Annual Conference.

Luke Stringer and George Murray, both Vice Presidents with Ipsos ASI, the company’s advertising research specialism, share this honour with Kristian Gravelle and Milena Shillow from Kraft Canada and research teams from ACCE, Nielsen and dunnhumby. For their parts, Luke Stringer oversaw testing and research at the creative and copywriting stages of the product campaign and George Murray oversaw in market tracking and brand equity research while the campaign was in play.

“All of us at Ipsos are proud of Luke and George’s teams and their tremendous effort and partnership with Kraft. This is a great achievement and illustrative of the kind of relationships we aim to build with our clients,” says Gary Bennewies, President and CEO for Ipsos in Canada. “This kind of recognition from our peers in the MRIA is humbling, but at the core, our ultimate reward is helping our clients reach their fullest potential. As the team at Kraft knows, research helps to enhance a brand’s performance, and at Ipsos, we take a holistic start-to-finish approach to help our clients win.”

The MRIA’s Excellence in Research Awards recognize excellence in a project led by research professionals, with winners in the Best Integration category being awarded in recognition of a research project that demonstrates successful integration of market research with other information sources.

“This was a fully integrated team with brand, communications and research teams all working together in harmony to make the strategy a success,” says Luke Stringer. “For our part at Ipsos ASI, George and I worked quite closely together to integrate insight from my pre-market copy testing research and his in-market brand equity and advertising research to support the MiO brand team at Kraft throughout the entire brand launch process.”

As Canada's market intelligence leader, Ipsos in Canada was the Pinnacle sponsor of the 2013 MRIA Annual Conference, held June 2 to 4 in Niagara Falls, Ontario. Ipsos’ own Jordan Levitin, Senior Vice President at the company’s Toronto office, served as Master of Ceremonies for the conference.

The Marketing Research and Intelligence Association (MRIA) is a Canadian not-for-profit association representing all aspects of the market intelligence and survey research industry, including social research, competitive intelligence, data mining, insight, and knowledge management. Members include over 2,000 practitioners, small to large research houses, and the many buyers of research services, such as financial institutions, major retailers, insurance companies and manufacturers. The industry accounts for almost three quarters of a billion dollars in market research activities annually.

For more information on the MRIA, its annual conference and the 2013 Excellence in Research Awards, visit www.mria-arim.ca.

For more information on this news release please contact:

Elen Alexov
Director, Marketing Services
Ipsos in North America

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.

With offices in 85 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,789 billion (2.300 billion USD) in 2012.

Visit www.ipsos.com to learn more about Ipsos’ offerings and capabilities.

Ipsos and Kraft Enhance, Integrate and Excel at 2013 MRIA Research Awards Gala

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Elen Alexov
Director, Marketing Services,
North America