C Space announces winners of inaugural Better Why Awards, Merck, McDonald’s USA, Logitech, ATB financial and Mars Food all scoop prizes

A host of prestigious judges, from brands including LEGO, Google, SAP, Truist, General Mills and Insights in Color, selected the winners based on their ability to generate insights that change the world of business, transforming customer insight into strategic advantage.

BOSTON, October 8, 2021 – C Space, the global customer agency, has today announced Merck, McDonald’s USA, Logitech, ATB financial and Mars as the winners of The Better Why Awards.

A host of prestigious judges, from brands including LEGO, Google, SAP, Truist, General Mills and Insights in Color, selected the winners based on their ability to generate insights that change the world of business, transforming customer insight into strategic advantage.

Mars Food won The Better Why Champion Award, which is awarded for championing the customer as disruptive force for business. To further inclusion and equity in the face of accelerating issues of racial injustice, Mars sought to rebrand Uncle Ben’s to Ben’s Original™. To do this with the necessary care and sensitivity, and to do it right, Mars Food listened to consumer voices globally and across diverse perspectives, as they worked toward their ambition to help create a more equitable future. Mars Food also crafted a new brand purpose for Ben’s Original™ to take action by creating opportunities that offer everyone a seat at the table. “We are thrilled that the insights work we did to drive the rebrand to Ben’s Original™ has been recognized in this way. This is an incredibly important topic and we knew we needed to listen as much as possible to our Associates, stakeholders, community members and consumers to learn and understand how to do this the right way,” said Katie Kaylor, Global Consumer Insights at Mars Food.

Merck won the Future Back Award, which is given to a program that has used foresight to get ahead of changing customer expectation and has led to impact on business or customer outcomes. Merck maintained market leadership by co-creating and evaluating future oncology treatment scenarios.

Jolan Simpson, who judged this award, said: “health care is an emotionally intense area and ensuring that the way patients are cared for in the future is aligned with client feedback is extreme foresight.”

Logitech won the Agility in Insights Award, which is given to an insights program that flexed with rapidly changing customer needs to enable rapid decision making aligned to customer outcomes. Logitech pivoted as Covid disrupted learning according to consumer requirements. Through connecting with customers, Logitech recorded its strongest growth performance ever in this sector. Judging this category was Estrella Lopez Brea who said: “Great example of ability to quickly understand the challenge, to pivot quickly and provide an offer that’s relevant for the new context.  Great job!”

McDonald’s won the Insights Inclusivity Award, which is given to an insights program that has had a measurable impact on either organizational (internal) or customer (external) inclusivity practices. McDonald’s marketing organization wanted to build a culture of allyship and inclusion, and created a DEI committee within US Marketing to do just this. Through an interactive, internal kick-off event in June, the team was able to encourage high participation with speakers leading discussions on DEI work and individual small group breakout sessions, seeing measurable levels of impact in both internal engagement, individual commitments to actions and team DEI goals. Judging this panel was Karin Jørgensen who said this award showed a: “very strong commitment from organization related to change and a very impactful case.”

ATB Financial won the Customer Relationships Award which is given to a project or program that combines insight and relationship design to drive a customer-centric outcome. ATB overhauled its mobile and web banking to provide customer-centric solutions. Their customer insights laid the foundation for ATB to reimagine a better digital banking experience to meet the evolving financial needs of their clients. Judge Jolan Simpson, said: “This was an intense situation given they were facing end-of-life for their platform.  This submission showed great complexity (a digital transformation is no easy task) and robustness of approach.”

Jessica DeVlieger, Chief Executive Officer of C Space, said: “Congratulations to all of our incredible winners in our inaugural The Better Why Awards.

C Space believes in changing the business world through insight and it’s incredible to see so many other companies out there delivering on that shared promise and opportunity for better. Anyone who works in insights knows generating a strategic insight that leads to demonstrable change is incredibly challenging, so to see so many examples of insights teams out there doing it, day in and day out was inspiring to me personally and to us as a business.”


Notes to editors

More information on The Better Why Impact Awards and Conference can be found here: https://cspace.com/the-better-why-2021/#AWARDS

Full list of Better Why Award Judges:  Karin Jørgensen, Director, Head of Brand, Shopper and GTM Center of Excellence at The LEGO Group, Kevin Taylor, Global Head of Brand and Consumer Insights at Google, Paul Logue, SVP and Global Head of Insights at SAP, Jolan Simpson, Marketing, Research, and Technology SVP at Truist, Estrella Lopez Brea, Head of Insights for the Europe and Australia Region at General Mills, and Whitney Dunlap, Founder at Insights in Color.

About C Space

C Space is a global customer agency, that builds customers into the ways companies work.

Working with some of the world’s best-known brands – including Walmart, McDonald’s, IKEA and more – C Space delivers on “Customer Inspired Growth.” By building ongoing relationships with customers, brands can stay relevant, deliver superior experiences, and build loyalty. C Space’s customized customer programs are tailored based on specific business needs and include private online communities, in-person live events, visual storytelling, co-creation workshops, and business consulting. Headquartered in Boston, C Space also has offices in London, New York, Tokyo, San Francisco, and Mexico City. C Space is a part of the Interbrand Group.

To learn more, visit www.cspace.com