Winners of Mediatel’s Media Leaders Awards 2022 were announced yesterday at an in-person ceremony in London combined with the exclusive The Year Ahead event.
Greg Grimmer, CEO of Mediatel and 20 judges decided the shortlist of entries including representatives of the industry’s main trade and marketing bodies, media owners, brand marketers, and The Media Leader editor Omar Oakes.
Winner: Advertising/Media Technology of the Year: ‘A Divining Rod for Attention’ by OMD Worldwide
Peter King, head of TV research manager at OMD UK, accepted this award for Advertising/Media Technology of the Year yesterday.
OMD Worldwide developed a tool to measure returning attention over the course of the pandemic which would identify and then activate the best media opportunities for its clients. This was based on “on-the-ground, real-time 360 intelligence in local markets around the world”. Powered by Omni, the networks’ open operating system that helps marketers orchestrate better outcomes, OMD was able to deliver not only better consumer experiences, but also better team efficiency and better financial impact.
One of the judges, Sam Taylor, head of customer value at Direct Line Group, said he was really impressed by the entry from OMD Worldwide, especially given the changes in consumer behaviours over the pandemic.
“In just five weeks, [OMD Worldwide] identified and tapped into a real consumer need, building a global intelligence dashboard that was able to provide their clients the visibility to enable them to not only navigate this challenging period but to positively trade within it,” he said.
Read more about the full list of winners and shortlists here.
Mediatel Media Research Awards will be announced March 10th – OMD is shortlisted for:
Best International Media Research Project
OMD Worldwide – Innovating for the Attention Revolution
Best Media Research Tracking or Syndicated Project
OMD UK / Dynata / BeatGrid – The Google Superpanel
Best Representation of Data
(Incorporating Best Data Analysis Software and Outstanding Data Communication)
OMD UK – SEMiPro: Structural Equation Modelling for smarter insight generation
Media Agency of the Year
Tim Oddie – OMD UK