Guardian Australia has received the IAB MeasureUp award for Best Cultural, Societal or Consumer Behaviour research. The IAB Measure Awards recognise and celebrate great Australian trade media research.
The research piece, “The Power of Purpose,” defined what purpose means for the media and advertising industry, how purpose makes good business sense, why media plays an important role for delivery and how consumers want brands to behave as they continue along their purpose journey.
Natalie Stanbury, research director at IAB Australia, said: “The Guardian’s quality in-depth cultural and societal research has demonstrated their connection with readers, understanding of their values and leveraged that connection to inform and benefit clients and advertisers.
“This unique and robust research has application opportunities from business strategy to media choices and creative development.
“We are incredibly proud and humbled to be recognised by IAB Australia and the MFA Interactive Committee for our “Power of Purpose” research.
Commercial director, Mason Rook, said: “In a time where consumers are demanding brands operate in a more purposeful way the research helped deliver some much needed actionable insight.
“Congratulations to Nikki Katsenos and Adam Axiak the team who lead the research on behalf of the Guardian globally.”
Adam Axiak, head of the audience, comments, said: “It’s been a privilege helping businesses understand the mindset of a consumer as being purpose-driven this past year.
“It’s a simple yet robust message that not only influences key business decisions but flows on to reflect decisions in our own personal lives.
“I’m humbly grateful that The Guardian Australia has been recognized for our efforts on this grounding narrative within the industry.”
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