The American Academy of Advertising (AAA) yearly awards the Ivan L. Preston Outstanding Contribution to Research Award. This award honors those who have made a lasting and systematic contribution to academic research in advertising.
At its 2019 Conference (March 28-31, Dallas, USA), the AAA presented the award to Patrick De Pelsmacker, professor of marketing at the University of Antwerp.
Professor De Pelsmacker is the first academic in Europe to receive this prestigious award and is thus part of a group of leading academics, "Be brave. Do what you want. And do things that make sense and impact", Patrick De Pelsmacker told the international audience of academics and marketers present at the event.