Forethought - Runner Up in International Marketing Science Practice Prize
Late last year, Forethought was announced as one of four finalists for the globally prestigious INFORMS Society for Marketing Science (ISMS) and the Marketing Science Institute’s (MSI) Practice Prize; short listed for its Prophecy® research for Jetstar. Representing Australia on the global stage, Forethought presented its submission to the judges at MIT in Boston, USA earlier this year.
The award was announced at Massachusetts Institute of Technology (MIT) in January 2010. The finalists’ submissions were diverse and impressive, with the judges acknowledging that it was the best group of entries ever received and it’s a thrill to report that Forethought was awarded second place amongst the finalists.
The judges did not give much away, but one judge commented that the Forethought submission was “a compelling narrative that successfully commingles strategy storyline with … a novel marketing science advance and what is clearly a powerful application.”
Ken Roberts, Managing Partner, Forethought shared that “I am pleased that our research has been recognised by pre-eminent thinkers and leaders in the marketing science industry and delighted that the energy and commitment of the Forethought team has been acknowledged in this way.”
What does this Award mean for Forethought and its Clients?
To rank so highly in this field is evidence that the Prophecy® methodology and the solutions and strategies that it drives for Forethought’s clients are frame-breaking, with powerful commercial applications.
We truly believe that Prophecy® is cutting-edge, but it’s terrific for us and, we trust, comforting for our clients to receive this type of validation of the method.
Thanks
Forethought wishes to thank co-authors Professor John Roberts and Professor Peter Danaher. Forethought also wishes to send particular thanks to David May, Head of Marketing & PR, and Mary-Lou Cann, Head of Customer Service, at Jetstar, whose time and cooperation are greatly appreciated.
Lastly, thank you to all Forethought clients for your ongoing support and for providing us with the opportunity to innovate and explore new ways to deliver you the very best business outcomes.
The authors of the Forethought submission. From left: Professor Peter Danaher, Professor John Roberts, Alan Simpson, Ken Roberts.
