Flamingo wins coveted creative development award

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Flamingo has won the Market Research Society’s (MRS) Jeremy Bullmore Award for creative development for its work with M&S on How Mrs Claus delivered Christmas.

Flamingo partnered with M&S on all stages of the creative development process, using pioneering approaches such as creative sprint workshops and intergenerational depths to identify and shape the creative idea. The result of Flamingo’s input saw M&S choose a completely different creative route to the internally preferred choice; Mrs Claus went on to become the most talked about Christmas ad of 2016 and the campaign overall drove a 2.3% uplift on sales.

"The Jeremy Bullmore Award is awarded to research that supports the development of creative work - making famous and effective work happen – and we could not be more delighted to be recognised for our work, together with the fantastic team at M&S"

According to the MRS, How Mrs Claus delivered Christmas “showcased how research can get inside the power of a creative idea by using innovative methodologies and old-fashioned craft to help clients and advertising agencies produce high-profile, well-loved and effective campaigns brands need”.

The judges said: “Flamingo made it absolutely clear how good research helped get a different ad made and that was exactly what we were looking for.”