• by Joe Mandese  @mp_joemandese, June 7, 2016

GroupM global CEO Irwin Gotlieb has been named the 2016 recipient of the Advertising Research Foundation’s annual “Erwin Ephron Demystification Award.”

Gotlieb, arguably the most powerful man on the buy-side of media, is long known as a champion of research, data, analytics and common sense market-based principles, and is only the third industry executive to be bestowed with the honor, named after the legending industry research and consultant known for the simple and articulate ways in which he tamed the growing complexity of media research, planning and buying principles in the phase of a hyper-fragmenting media marketplace.

Gotlieb’s honor follows CBS Chief Research Officer David Poltrack and research industry entrepreneur and consultant Bill Harvey, who were recognized in 2014 and 2015, respectively, for helping to demystify the noise surrounding advertising, marketing and media research principles.

Gotlieb will be honored during an awards ceremony taking palce during the ARF’s Audience Measurement Conference, June 12-14 in New York City.

The award is bestowed each year to an industry executive who:

1. Challenges conventional thinking

2. Motivates forward conceptualizing

3. Promotes proactive debate and creative ideas

4. Translates ideas into action

5. Instills thoughtful understanding through clear articulation in public speaking and in writing

6. Embraces analytics and/or technology that address the complexities of modern markets

7. Inspires communication that speaks to CEOs and CFOs

8. Encourages collegiality

9. Moves the industry and will leave a legacy