• by Staff Writers , September 5, 2008

Finalist - Research/Consumer Insights

Hernan Sanchez; Guy Champniss; Guy Forestier Walker

Agency-wide studies often get over-looked in research competitions because they seem to lack specific client insights, but Havas Media/MPG's study provided inconvenient truths that impact all of the brands on its client roster, not to mention the human race and every other species on this planet. The Havas unit conducted a study of how consumers' perception of global warming impacts 200 leading brands. The study is likely the largest of its kind, covering nine global markets and more than 11,000 consumers.
The initiative culminated in a new index for analyzing the attitudes and motivations consumers have toward "green consumption," and how that could impact media strategies and advertising messages for specific brands.