Evening Meeting: Best of the Conference

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Please join us for the first evening meeting of the year - Tuesday 25th January at 5pm!

We have 3 of the best papers from the amazing MRG conference last November in Edinburgh, as voted for by delegates, this is NOT one to be missed.

Please note there are 100 spaces so please book early to avoid disappointment.

  • Date: Tuesday 25th January
  • Venue: Zoom – link and password to be sent before the meeting
  • Time: 5pm


1. National Geographic/Disney – 2020: The Year that changed the world (Winner of the Best Paper Award)

Brogane Colclough, (Head of Disney InsightWorks, Disney) looks at how 2020 transformed consumer’s attitude towards their environment using insights from the National Geographic ‘Planet Tracker’; behavioural science, and delving into the content they consumed in a year where everyone was stuck at home. Brogane will look into how behavioural science can be used to speak to this new consumer in a way that incites tangible behaviour changes in order to benefit our world and brands. And finally, Brogane will identify how using a behavioural science framework to track the effectiveness of brand purpose campaigns is essential to measure actual changes seen in people’s behaviour. 

2. PHD: Project DeLorean

Avril Fitch (Insight Manager, PHD) introduces the latest proprietary tool from PHD designed to help planners estimate the likely commercial (sales) effect of a creative media idea. Avril will take us through their journey, methodology and use-cases that ultimately enable PHD to travel in time in order to understand how a creative idea performed and come back and report back to clients the likely ROI for decision and execution.

3. Sky & JC Decaux: How Priming Leads to Planting: Flourishing Results from OOH and TV Together

Leo Malagoni (Head of Research, Sky Media) and Chris Felton (Director- Data & Insights, JC Decaux) introduce their study illustrating the power of collaboration across media owners, to be benefit of the advertiser. In conjunction with BVA BDRC and utilising JC Decaux regional sites and Sky’s consumer database and ‘adsmart’ targeting service, Sky and JC Decaux ran a mixed method approach across multiple waves in the second half of 2021, with the intention to ultimately understand how exposure to one element of an advertising campaign makes a consumer more likely to notice other elements of the same advertising campaign’. The powerful results provide evidence on why alignment between OOH and TV can increase advertising effectiveness.

Evening meetings are free to attend, but only open to MRG Members. Booking via the website only. Those who book will be sent the link to access the online event on Tuesday afternoon before the meeting.

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