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Lego, Amazon, Metrobank and IKEA Win Inaugural eXchange Awards From TransgressiveX

by on July 13, 2016 in Events & Awards, Lead Article, Lead story, News you can use, Nuggets, Research, Retail News

Lego, Amazon, Metrobank and IKEA Win Inaugural eXchange Awards From TransgressiveX

New brand measurement and optimisation agency, TransgressiveX (TX) continues its disruptive market entry with its Inaugural eXchange Awards. This is the first time an agency has launched its own sector awards scheme.

More about the awards…

“TransgressiveX believes in better marketing through forensic brand guidance” says Nadim Sadek,  prominent consumer psychologist and MD of TransgressiveX, former Global CEO of Millward Brown’s Qualitative network, and Worldwide Commercial & Strategy director of Research International.

“This is delivered through its unique Brand eXchange Power framework, which blends System 1 and System 2 measurements of Universal Drivers of relationships between brands and people.

These have been developed from a collision of Social Exchange Theory, Neuroscientific progress, and technology innovation in survey techniques.”

The winning brands were:-

  • Best Brand eXchange Power: Lego
  • Best Pull & Push: Amazon
  • Strongest Seduction: Metro Bank
  • Strongest Persuasion: IKEA

The distinguished panel of Judges included:

  • BV Pradeep, Global Vice President of Consumer & Markets, Unilever
  • Simon Walker, CEO, Kepak Convenience Foods
  • Bill Scott, CEO, Droga5 Advertising
  • Helen Welch, Director of Consumer Insights, Saga
  • Peter Cowie, CEO, Oystercatchers
  • Carol Reay, Chairman, TransgressiveX
  1. Highlights of the eXchange Awards, 2016: https://youtu.be/b9lLtQBM9mk
  2. The eXchange Judges’ Decisions, 2016: https://youtu.be/WAZRiBWb2Ig
  3. Brand with the best Brand eXchange Power, 2016: https://youtu.be/1wl4xYnHY70
  4. Brand with the strongest Pull & Push, 2016: https://youtu.be/BBn72mDkZkc
  5. Brand with the best Persuasion, 2016: https://youtu.be/WvTbhN_wwsc
  6. Brand with the best Seduction, 2016: https://youtu.be/NB2NX2yUiTY
  • TransgressiveX was established with one of the industry’s most senior leadership teams;
  • Nadim Sadek,  Founder of Sadek Wynberg Research; Global Leader of Millward Brown’s Qualitative Network; Worldwide Commercial & Strategy Director of Research International; and creator of multi-category, Mobius award-winning brand Inish Turk Beg.
  • He is joined by Carol Reay, (CMO Odgers Berndtson; CEO, Great Ormond Street Hospital; Deputy Chairman Grey London; founder & MD Mellors Reay Advertising),
  • Andrew Wish (CEO Research International; CEO Astra-Zeneca (SA); and Global Top 10 account director TNS),
  • Iain Hamilton (CMO Kimberley-Clark Europe; MD Mayborn Group PLC),
  • John Blake (MD Research International; Global Insight Director Bacardi, Cadbury, Kraft, Avis), and
  • Chris King (CEO KB49; Global Account Director at Grey Worldwide; Proctor and Gamble), and Sarajit Mitra (former Global Head of Marketing and Customer Experience at HSBC).

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