2023 Agency of the Year: MTM

Research and strategy agency MTM works with clients in the technology, media and entertainment sectors.

MTM grew its revenue from returning clients by 22% in 2022, while 45% of revenue is from recurring business – trackers and retainers – including market analysis and forecasting from its 3 Reasons service.

Recent work has included: audience insight into software developers for the Google for Developers brand and website; the ‘Mirrors & Windows’ study commissioned by YouTube to understand how people’s identity informs what they love to watch; and a segmentation for Scope, including those with lived experiences of impairments.

In other work, the European Club Association (ECA) used MTM’s research on evolving fandom at its annual management convention of football clubs. Additionally, Virgin Media launched a product – Stream – to combat the existential threat of pay-TV cord-cutting, and used MTM to represent ‘the consumer voice’ at its press event.

Much of MTM’s work focuses on helping clients adapt to changing technology, and the company employs various technological approaches to support research data collection and analysis, including passive measurement, generative AI and recruitment via social media.

In the last year, the company has also crystallised its offer in B2B and UX research into new service lines with senior leads.

The company’s investment in staff has included financial support such as extra cost of living payments, and a refurbished office with increased meeting room space and new phone booths for video calls.

MTM recently signed the MRS Net Zero pledge and the MRS inclusion pledge. The company has formed a DEI (diversity, equality and inclusion) committee, with outputs including quarterly newsletters and regular Spotlights themed to topical DEI matters including Windrush 75, and a DEI survey.

A wellbeing team runs activities and the company has monthly wellbeing themes to help plan activities including a team step challenge. It also has a weekly ‘moment to pause’ and dedicated mental health first aiders.

MTM previously won the award for the now-retired category of Research Live Best Agency with a turnover under £20m in 2018 and 2015.

Caroline Wren, managing director at MTM, said: “I'm absolutely thrilled that MTM has won the prestigious Agency of the Year award... and for the third time, too. This speaks volumes about the dedication and passion of the entire MTM team, who have delivered groundbreaking and thoughtful work all year long. We aren't resting on our laurels though – we're always looking for ways we can keep driving for consistency in quality and for innovation in our approaches.”

Pictured: The MTM team with MRS Awards host Sophie Duker