Research Awards 2004: Best international research project

WINNER Client: Sony Ericsson Agency: TNS


Client: Time Warner

Agency: In-house

WINNER In October 2001, Sony Ericsson launched a brand into an international mobile market that was evolving at a rapid rate.

To succeed in bringing it to market and creating differentiation, Sony Ericsson used a research project to assess market movements, as well as monitoring and reviewing international advertising effectiveness on a continuous basis.

The study, which covered 14 countries representing the mobile phone global industry, used telephone and face-to-face interviewing techniques to obtain a representative sample.

The research was flexible enough to take account of local issues in each of the international markets, while also providing a centralised overview of the business.

The data was added to reformatted back-data from the Ericsson brand-tracking study to create a timeline of trends for competitors and parent companies within the industry from the end of 1999 through to the present day.

Today, the project is effectively an 'ear to the ground' for Sony Ericsson, allowing the company to achieve a close understanding of what is going on in a market that is constantly moving forward.


Time and CNN, part of the Time Warner portfolio, are two of the world's most-recognised media brands. Having enjoyed most success in the US, they wanted to position themselves at the heart of European debate and provide relevant content for editorial in the region.

The CNN Time Poll is the biggest editorial opinion poll of its kind.

Carried out in two parts - a quick poll series of questions and a separate tracker programme - the research was reported back to the firms' editors and revealed an array of attitudes towards highly prevalent issues.

The success of the project in 2003 has led Time, CNN and TNS to agree to renew and expand their partnership deal for 2004, covering more European countries and extra topic questions. Negotiations have begun to extend into Asia Pacific and the Middle East, with a view to creating a global poll in the near future.


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