Shaken & Stirred - Influential Brand Profiling and Positioning

Awards / ITV and SPA Future Thinking win UK Sponsorship Awards for best research paper

Business intelligence specialist SPA Future Thinking @SPAFutureThink and ITV won this year’s Best Use of Research and Evaluation award at Wednesday night’s prestigious UK Sponsorship Awards, held in London.

Now in their 20th year the UK Sponsorship Awards @SponsNews recognise and reward excellence and effectiveness across all sectors of the sponsorship industry.

Entitled Next Generation Sponsorship, the SPA Future Thinking and ITV entry focussed on research undertaken to help challenge established perceptions of sponsorship and show how sponsorship can be instrumental in driving brand benefits and play a lead role in a brand’s media strategy.

Jon Priest, CEO at SPA Future Thinking, said: “We are delighted to win this award. ITV is the largest commercial television network in the UK and our role as research partner is to ultimately help them deliver successful entertainment programmes and commercial success. This award reflects the hard work and commitment our team makes in ensuring ITV does just this.”

John Krzyzanowski, Commercial Manager Research & Insight at ITV, added: “Our vision is to create world class content for our audiences and a successful platform for sponsorship to build evermore powerful and connected campaigns across an evolving digital market. This work validates ITV Fusion – our uniquely powerful approach to commercial brand/content partnerships. SPA Future Thinking is helping us to deliver this vision and this award is a reflection of the fantastic work they consistently deliver.”

Commenting on the results, UK Sponsorship Awards organiser Rosemary Sarginson said: “The quality of this year’s entries was superb. Any fear that we might have had about post-London 2012 industry fatigue was quickly dispelled when we saw the range and quality of the work.”

The awards ceremony took place at the London Marriott Hotel on Wednesday 26th March 2014.


John Whittaker, SPA Future Thinking: 01865 336 400,

SPA Future Thinking was formed by a merger in September 2010 and expanded further with the acquisitions of Munro Group in April 2011 and Essential Research in September 2011. It is a leading, independent market research company with a turnover of approximately £20 million and offices in the UK, France and Italy. SPA Future Thinking’s expertise in cutting through data to present user-friendly findings enables it to identify the insights critical to growing businesses and ensuring success.

SPA Future Thinking is consistently rated by its clients amongst the best for client satisfaction. Specialist areas include media and technology, shopper insight, concept, product and packaging development, customer satisfaction, kids, education, and employee satisfaction.