One-On-One With B&T’s Research Agency Of The Year!

One-On-One With B&T’s Research Agency Of The Year!
SHARE
THIS



Exactly three weeks ago, The Leading Edge (TLE) was walking up onstage to collect the Research Agency of the Year trophy at the B&T Awards 2017. Here, we chew the fat with managing director Lee Naylor about what the win means to the agency, and the rise of ‘fake data’.

Firstly, what does the award win mean to TLE?

Winning Research Agency of the Year is recognition of our wonderful teams’ achievements in 2017. And while it’s a celebration of the great work we have done – and are continuing to do – it’s equally important to celebrate our fantastic clients for putting our work into action.

We hope that a great win like this from B&T will show people how they can use research driven insight to drive business success.

How has the market research industry evolved in recent years?

There has been significant disruption across the industry; everything from big data to AI. However, one thing that should never change is an agency’s focus on getting the best result for clients. It’s about evaluating the best way to do this by harnessing these new technologies.

There is an opportunity for agencies like us that are agnostic and agile when it comes to technique and method.

Lee Naylor

The Leading Edge MD Lee Naylor

Some days we utilise what clients already have in terms of data and information, while other times it will require primary research – using a more traditional approach or taking advantage of new tech tools to give the client what they need.

I see the market research industry splitting into three fields – data collection, analytics and consulting – but as data becomes more readily available and commoditised, the real skill is in knowing what data to use and how to translate that into clear commercial action; therefore, requiring a combination of all three fields.

How is TLE innovating to lead in this sector?

The key to innovating in the market research sector is to appreciate that it’s not about what you do with new technologies, but rather it’s the way that you do it.

For example, at The Leading Edge, we only utilise new tech as a means of getting to a better answer; putting bright shiny new things in just for the sake of ‘being innovative’ is not true innovation.

Sometimes this is driven by our clients and their challenges, when they put something on the table that requires us to think outside the box.

Innovation is not always about doing something earth-shatteringly new – it’s about using something in a different way or combining approaches in interesting ways to get a better outcome.

It could even be about bringing people into the business from a variety of backgrounds to help think in different ways.

What’s the importance of understanding what people actually think among the rise of ‘fake news’?

The market research industry is not immune from the issues of ‘fake news’, or even worse ‘fake facts’ or ‘fake data’. The most innocuous number, if not understood correctly, can have a life of its own and be detrimental to a company.

The other issue is that data without the context dangerous. If you don’t recognise and appreciate what the data can both equally represent and misrepresent, then it may drive bad decision-making.

The rise of analytics is great in principle, but scarily, it is being used without people understanding the data source and the limitations or strengths that it has.

How does TLE plan to defend the title of B&T’s Research Agency of the Year in 2018?

By working on some amazing projects with fantastic clients and delivering outstanding work. We need to keep getting better and to challenge ourselves and our clients. If we do that, then we hopefully have a chance to be recognised in 2018.

 

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.