The ARF 2011 David Ogilvy Awards

The event took place MARCH 22, 2011 • Marriott Marquis, New York City

The ARF David Ogilvy Awards for Excellence in Advertising Research celebrate the extraordinary and/or creative use of research in the advertising development processes of research firms, advertising agencies, and advertisers. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns.

View photos of the 2011 event here!

“2010 United States Census” The United States Census Bureau
ADVERTISER: The United States Census Bureau
AGENCY: Draftfcb
MEDIA: Draftfcb/Initiative
RESEARCH: Applied Research and Consulting, LLC, Macro International, Maya Group, Clarion, GlobalHue

“Break the Cycle” U by Kotex
ADVERTISER: Kimberly-Clark
AGENCY: Organic, Inc.
MEDIA: Mindshare
RESEARCH: Marina Maher Communications, Inc., Millward Brown


AUTOMOTIVE

GOLD WINNER
“Shock the Sheep” Audi
ADVERTISER: Audi
AGENCY: Venables Bell & Partners
MEDIA: MediaCom
RESEARCH: 7th Sense

SILVER WINNER
“Subaru Owner Love” Subaru of America
ADVERTISER: Subaru of America
AGENCY: Carmichael Lynch
MEDIA: Carmichael Lynch
RESEARCH: Harris Interactive

BEVERAGES

GOLD WINNER
“Keep Playing” The Coca-Cola Company
ADVERTISER: The Coca-Cola Company
AGENCY: Sapient (Miami)
RESEARCH: Millward Brown, bmc

SILVER WINNER
“CoffeeHouse Inspirations Skinny” International Delight
ADVERTISER: International Delight
AGENCY: Horizon Media
MEDIA: Horizon Media
RESEARCH: Vizu Corporation 

 
BUSINESS-TO-BUSINESS

GOLD WINNER
“Cloud Power” Microsoft
ADVERTISER: Microsoft Corporation
AGENCY: JWT, Deutsch, Inc.
MEDIA: Universal McCann
RESEARCH: Hall & Partners, Penn, Schoen and Berland Associations

CONSUMER ELECTRONICS

GOLD WINNER
“Measuring Online Global Advertising Based on Business Value and Engagement” Intel
ADVERTISER: Intel
MEDIA: OMD

SILVER WINNER
“Posted by AT&T and MTV Networks Music Sites" AT&T
ADVERTISER: AT&T, MTV Networks
AGENCY: BBDO, AT&T
MEDIA: MEC
RESEARCH: Meteor Solutions


DIGITAL + MEDIA

GOLD WINNER
“Coming Alive with Real Crunch” Wheat Thins
ADVERTISER: Kraft Foods, Inc.
AGENCY: AKQA, The Escape Pod, Momentum Worldwide, Splendid Communications
MEDIA: KRAFT One, MediaVest, Digitas
RESEARCH: The Cambridge Group, Energy Enfuser, MISI, BuzzBack Research, Margaret Mark

SILVER WINNER
“Growing the Acquisition Engine” MetLife
ADVERTISER: MetLife
AGENCY: Neo@Ogilvy
MEDIA: Neo@Ogilvy
RESEARCH: Neo@Ogilvy

FINANCIAL SERVICES

GOLD WINNER
“The Green Line” Fidelity Investments
ADVERTISER: Fidelity Investments
AGENCY: Arnold Worldwide
MEDIA: MPG
RESEARCH: Plan-It Marketing, Synovate, Phoenix Marketing, GfK

SILVER WINNER
“Inspiring Success: How Ink from Chase is Making its Mark” Ink from Chase
ADVERTISER: JP Morgan Chase and Company
AGENCY: mcgarrybowen
MEDIA: Zenith Media
RESEARCH: MaPS, IDEO, Olson Zaltman Associates, Millward Brown, PhaseOne, Gongos

GOVERNMENT + NON-PROFIT + PUBLIC SERVICE

GOLD WINNER
“Autism Awareness” Autism Speaks
ADVERTISER: Autism Speaks
AGENCY: BBDO
RESEARCH: Ad Council

SILVER WINNER
“Pure Michigan” Michigan
ADVERTISER: Travel Michigan (State Agency for Tourism)
AGENCY: McCann Erickson Detroit
MEDIA: Universal McCann
RESEARCH: Longwoods International

HEALTH + PERSONAL CARE

GOLD WINNER
“Break the Cycle” U by Kotex
ADVERTISER: Kimberly-Clark
AGENCY: Organic, Inc.
MEDIA: Mindshare
RESEARCH: Marina Maher Communications, Inc., Millward Brown

SILVER WINNER
“Magic” Always Infinity
ADVERTISER: The Procter & Gamble Company
AGENCY: Leo Burnett
MEDIA: Starcom MediaVest Group
RESEARCH: Ipsos ASI, The Nielsen Company
 
HOUSEHOLD PRODUCTS

GOLD WINNER
“Arm & Hammer Secret – Double Trouble” ARM & HAMMER Cat Litter
ADVERTISER: Church & Dwight
AGENCY: Ferrara & Company
MEDIA: Maxuz
RESEARCH: Church & Dwight

SILVER WINNER
“Dysfunctional Relationships” Swiffer
ADVERTISER: The Procter & Gamble Company
AGENCY: The Kaplan Thaler Group
MEDIA: Starcom MediaVest Group
RESEARCH: Ipsos Understanding Unlimited, Ipsos ASI

INTERNATIONAL

GOLD WINNER
Diamond Bride “FOREVERMARK”
ADVERTISER: FOREVERMARK Diamonds Private Ltd.
AGENCY: JWT
RESEARCH: JWT

SILVER WINNER
“Hopenhagen” The United Nations
ADVERTISER: International Advertising Association
AGENCY: OgilvyEarth
MEDIA: Mindshare, MediaEdge, OgilvyNeo,
RESEARCH: OgilvyEarth

MULTICULTURAL

GOLD WINNER
“2010 United States Census” The United States Census Bureau
ADVERTISER: The United States Census Bureau
AGENCY: Draftfcb
MEDIA: Draftfcb/Initiative
RESEARCH: Applied Research and Consulting, LLC, Macro International, Maya Group, Clarion, GlobalHue

SILVER WINNER
“Are You Venza?” Toyota Venza
ADVERTISER: Toyota Corporation
AGENCY: Burrell
MEDIA: Burrell
RESEARCH: Olson Zaltman Associates, Hall & Partners, The Hunter-Miller Group and Black Raspberry Consumer Insights

PACKAGED GOODS

GOLD WINNER
“Cadbury Caramilk 'Key to the Secret'” Cadbury Caramilk
ADVERTISER: KRAFT Confectionery Division (Cadbury)
AGENCY: The Hive
MEDIA: Jungle
RESEARCH: Ipsos, Millward Brown

SILVER WINNER
“Welcome to Wholesome” CRACKER BARREL
ADVERTISER: Kraft Canada
AGENCY: Draftfcb
MEDIA: MediaVest
RESEARCH: Hazelton Group, The Nielsen Company, Millward Brown

RETAIL + E-TAIL

GOLD WINNER
“Pizza Turnaround” Domino’s Pizza
ADVERTISER: Domino’s Pizza
AGENCY: CP+B
MEDIA: CP+B
RESEARCH: Northstar Research Partners, Lieberman Research Worldwide, Millward Brown, The Qualitative Research Centre

SILVER WINNER
“Search One and Done” KAYAK.com
ADVERTISER: KAYAK.com
AGENCY: Goodby, Silverstein & Partners
MEDIA: Goodby, Silverstein & Partners
RESEARCH: TNS, Goodby, Silverstein & Partners, Lombardo Consulting

SHOPPER MARKETING

GOLD WINNER
“Tasting is Believing” Progresso Ready-to-Serve Soups
ADVERTISER: Progresso
AGENCY: Bromley Communications
RESEARCH: Bromley Communications

SILVER WINNER
“EVERY CANADIAN COMMUNITY WANTS TO BE A ‘KRAFT HOCKEYVILLE’” Kraft Foods
ADVERTISER: Kraft Canada, Canadian Broadcasting Corporation, National Hockey League, NHL Players Association
AGENCY: Maclaren Momentum
MEDIA: MediaVest and Mediaprofile
RESEARCH: IPSOS Reid Canada, The Nielsen Company

SPORTS + ENTERTAINMENT + MEDIA

GOLD WINNER
“Hawaii Five-0/Reboot” CBS 
ADVERTISER: CBS
MEDIA: OMD
RESEARCH: The Nielsen Company, CBS Vision, Simulmedia

SILVER WINNER
“Launch of ‘Hot in Cleveland’” TV Land
ADVERTISER: TV Land
AGENCY: TV Land
MEDIA: Ingenuity Media Group, Spot On Media Consultants
RESEARCH: TV Land, Sterling Brands, Insight Research Group, Smith Geiger

The ARF congratulates the 2011 winners of The ARF David Ogilvy awards sponsored by Microsoft Advertising, Ipsos, Millward Brown, MTV Networks, The Nielsen Company and Ogilvy & Mather.

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For more information about the Ogilvy Awards, please contact:
Zena M. Pagán
646.465.5721
OgilvyAwards@thearf.org

View photos of the 2011 event here!

Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards for Excellence in Advertising Research annually celebrate his spirited advocacy of research in making good advertising better, recognizing the role of consumer research in creating successful advertising.

The ARF David Ogilvy Awards were inspired in 1993 when Coca-Cola sought the ARF’s assistance in integrating research into their advertising development process. So successful were the process and results, that even the creative agencies embraced it.

The Awards honor extraordinary and/or creative uses of research in the advertising development processes of research firms, advertising agencies, and advertisers. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns.

Visit the Ogilvy Awards on The ARF website!