Echo Makes News

Echo Research dominated the AMEC Awards in2005, taking home most of the awards, including the prestigious Platinum Award , three golds, five silvers and one bronze awards.

As well as scooping the Platinum Award and a gold award for their monthly scorecards for Surrey Police, Echo Research also took home a further two gold awards for their Reputation Drivers service in the Innovation category and for their global media analysis work for MAC Cosmetics in the international category.

On their Platinum Award win, CEO Sandra Macleod commented: "Surrey Police consistently stimulate us to 'go the extra mile' in their regular monthly media evaluation to further support and inform the senior management team and their strategies, so it is hugely rewarding for both parties to have this recognised by the awards' judges and our peers."

What the Judges said:

1. "Quite outstanding…
2. Excellent focus on "key actionables"
3. A model worthy of imitation…
4. Something I would want to take back to my firm.
5. Its simplicity is essential.
6. Provided the client with valuable insights at many levels, all of which can be useful in building their communications strategy in the future.

An excellent example of how evaluation can change behaviour in the client. Genuine proactive advice to the client in how to evaluate in a productive way.

1. Very obvious result!
2. Spot on - what the profession needs.
3. One of the barriers to more extensive use of evaluation is cost. This model seeks to address all three of these points by using Echo's extensive client base without breaching confidentiality. Also, the model is based on independent confirmation of the key attributes used for the model. Consequently, this entry merits shortlisting for the innovation award."
   

Summary of Echo award winners:

Best Use of Media Evaluation - Public
Surrey Police BBC	Gold
	Bronze
Best Use of Media Evaluation - Not for Profi
WWF Chemicals & Health Campaig	Silver
Best Use of Media Evaluation - Business to Business
Standard Life Investments	Silver
Best Use of Media Evaluation - Business to Consumer
Sainsbury's Autumn/Winter 2004 Product Range	Silver
Best Use of Media Evaluation - International
MAC Cosmetics	Gold
Innovation Award
Reputation Drivers	Gold
Best Use of Integrated Media Evaluation/Research
The Walt Disney Company	Silver
Best Use of Measurement by an In-house Department
Barclays Premiership sponsorship	Silver
Platinum Award
Surrey Police	Platinum

Editor Notes:
AMEC (the Association of Media Evaluation Companies) represents major media analysis companies worldwide. AMEC members adhere to AMEC's Quality Assurance Code and provide professional, independent and impartial planning, evaluation and research.