[ press Release ]

KNOWLEDGE NETWORKS INSIGHTS HELPED SHAPE FRITO-LAY CAMPAIGN THAT CAPTURED OGILVY HONOR

Innovative research led to a successful shift in marketing actions, media messages for Tostitos® brand

Menlo Park, CA; March 23, 2006: A unique segmentation analysis by Knowledge Networks has helped Frito-Lay win a 2006 ARF David Ogilvy Award for research in the Packaged Goods category. KN's insights helped inform the successful Tostitos® "Share Something Good" advertising campaign.

The ARF has presented the Ogilvy Awards since 1993; this year, the awards adopted a new focus on the role that insightful research plays in marketing and advertising programs that deliver superior return on investment (ROI).The Tostitos® studies showed that, by targeting new audiences and consumption "occasions," Frito-Lay could broaden volume opportunities for the brand. The result was demonstrable sales growth.

"We are proud to have contributed consumer-centric insights that helped guide a successful campaign and drive business success for Frito-Lay," said Patricia Graham, Executive Vice President of Client Service and Business Development for Knowledge Networks. "Delivering a definable return on investment for our clients is KN's top priority for all of its work in marketing and advertising; the ability to spark growth for a key brand is always a source of satisfaction for KN."

Knowledge Networks delivers quality you can use—superior methodologies, design, and analysis that give you an edge when it comes to understanding consumers and making business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards.