Fuel the Funnel research, a UK collaboration, is Overall Winner of the FIPP Insight Awards 2018


FIPP Insight 2018 winners ()


The 9th FIPP Insight Award winners were presented by Esther Braspenning, chairwoman of the FIPP Insight Committee and content manager of WeMedia in Belgium. The awards, sponsored by UPM, enable media companies and trade associations to highlight research-driven pieces of work that have enabled them to materially improve their business.

The award winners were:


Fuel the Funnel – a Dennis/Immediate/Bauer/Haymarket collaboration in the UK

The jury was impressed that they used innovative techniques which delivered good results, which were in turn used by the industry. It was an exellent piece of work, particularly as it was driven by collaboration across four major companies. 


FIPP Insight awards 2018 trophy ()



GOLD – A Matter of Trust, Magnetic, UK

The judges said this was a great campaign and the reception in the market was very good. It focused on magazines’ core strength. The judges really liked the strong integration with the agency world to shape the research. It tackled a complicated subject matter using a combination of techniques to get to a strong story for magazines.  

GOLD – Trusted Brands, Trusted Ads, Sanoma Media Netherlands & IPG Mediabrands, The Netherlands

This was an interesting neuroscientific research piece according to the judges, which provided new insights on how trust in media affects advertising in media, an area that hasn’t been researched a lot. 

SILVER – The Role of Influencers in the Communication of Premium & Luxury Brands, Condé Nast Spain

The judges found the subject of influencers very relevant. 

SILVER – Home Truths, Magnetic, UK

Another important piece of research by Magnetic, with a good, innovative approach that is highly transferable, said the judges. 

SILVER – Brand Safety, Trust & Credibility, VDZ

According to the judges this was an extensive piece of research into this important subject. It provided a view on brand safety and trust from the advertiser/agency and the consumer. 


GOLD – Fuel the Funnel, Dennis/Immediate/Bauer/Haymarket collaboration, UK

The judges said this campaign really showed a positive impact on sales.

SILVER – Ready to Shop, Associated Media Publishing, South Africa

The judges noted this campaign’s very practical and useful incorporation of technology using QR codes. It’s interesting for advertisers on one hand and makes direct shopping for consumers very simple.  


GOLD – Magazine Media. Better. Believe it. MPA – The Association of Magazine Media, USA

The judges were impressed that MPA mobilised all its members to place all these campaigns in their titles, which in itself was a great achievement. The campaign was also very relevant for other associations. 


GOLD – BSR Quality Planner in 2D and 3D, Sanoma Media Netherlands

The judges said this was a very interesting, very innovative piece of work. It works both for the editorial teams to base their work on as well as working to sell the magazines. 

SILVER – MPA Social Media Engagement Factor, MPA – The Association of Magazine Media, USA

The MPA Social Media Engagement Factor was commended by the judges for its relevance and its transferability. At least one other association has already replicated it. 

SPECIAL MENTION – #SayYesToLove, Associated Media Publishing, South Africa

The judges recognised the work of Associated Media Publishing in the Diversity Award category for its #SayYesToLove campaign. As part of the special issue of Cosmopolitan South Africa it featured a trans-gender model on its cover and focussed on a social media campaign to raise awareness.  

Further information from Helen Bland at FIPP. 

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