The role of JICs and advertising effectiveness – award-winning paper heralds open-source application of currency data

Tony Regan of Work Research presenting his award-winning paper at the 2025 asi International Television & Video Conference in Copenhagen. Photograph by Vito Poma Foto.

Tony Regan, Managing Partner at Work Research, was awarded the Tony Twyman Award for the best contribution to a greater understanding of Television & Video and its audiences at the recent asi International Television & Video Conference in Copenhagen. Sponsored by dataBreeders, recipients receive the award itself together with 1,000 Euros.

Commissioned by the late Denise Turner, Signals in the noise 2: the role of joint-industry currencies in advertising effectiveness, seeks to challenge the industry to be ever more vigilant about ensuring the quality, transparency and objectiveness of the data used for analyses, models and case studies.  Beyond the content of the presentation itself, the judges commended the call to encourage and facilitate more open-source use of currency data, presenting a real-world view of the risks and opportunities ahead, and the paper’s determination to encourage ever greater collaboration across the industry.

Denise Turner, Research Director of the IPA, who died on Friday 7th November, and is deeply missed by us all.

Tony presented this in a session that was to have been chaired by Denise Turner who informed us in the week before the conference that she was unwell and unable to attend. A thorough professional and much-valued supporter of asi, she was determined not to let people down and was in touch with all her speakers and us in the days before the conference. She was assuring us she was feeling better when she last spoke to us on the day before she died, the day before Tony’s presentation. A passionate believer in the value and importance of industry collaboration, of the need for industry consensus wherever possible, it was a terrible irony that this presentation of something in which she was so closely invested should pick up this award. She would have been thrilled. Her deputy, Daniel Flynn, picked up the award on Tony Regan’s behalf from Andrea Mezzasalma of dataBreeders.

The IPA will publish the full paper in the New Year – in the meantime you can watch Tony’s presentation here: