Eric Salama    Aziz Cami

Information, Insight & Consultancy Jury Chairmen

Eric Salama & Aziz Cami | CEO: Kantar, & Creative Director: Kantar

Earlier this year, Kantar unveiled its new brand identity. At its core is a challenging idea: for Kantar to be seen as 'A measure of inspiration', both to our clients and to our colleagues. By inspiration we mean not only how well we turn data into ideas that are vividly presented to our clients, but also in the very way we choose to go about our work. Inspiration is about constantly seeking new, creative or more robust methodologies and approaches.

It was through this lens that we viewed this year's record number of entries. The winning entries were genuinely inspiring, all for different reasons. Some for their brilliant simplicity (e.g. TNS Indonesia in its use of stickers to generate feedback, TNS Vietnam for Knorr); some for the way that they inspired great creative work (e.g. Campaign Palace for RSPCA); some for their ingenuity in the way that they communicated insights (e.g. BrandZ iPhone; Added Value AVid) and some for the way that they tackled big issues creatively from an approach point of view (e.g. TNS Brazil for direct mail, Millward Brown Brazil's evaluation of branded content; Compete for online segmentation; Added Value for Vodafone, Colmar Brunton for Air New Zealand).

As an aside, it was fantastic to see so many entries (and winners!) from Asia and Latin America. It was equally pleasing to see a growing number of entries from non-Kantar companies. There are inspiring approaches to insights in every part of WPP and it is important that we celebrate the use of insights widely.

For the second year running, the winning combination of Added Value and Vodafone scooped the Crème de la Crème. We thought hard whether we should award the same team twice in a row but, in the end, concluded that the quality of the work was the only factor we should consider. Once again they created a totally new methodology, this time called 'Conflict Courts' where advocates for competing brands presented their evidence and a jury passed judgment. This adversarial approach opened up a rich vein of insight and the event was filmed and later presented to Vodafone's global management. It's a revolutionary approach that is already leading to major change within Vodafone. Truly inspiring.