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<p><img src="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/winners-09.jpg" alt="Ogilvy Awards Winners" width="500" height="218" /><br />
<em>Stephen Kim, Chair for ARF Board of Directors, Grand Ogilvy Winners Cheetos Team (Tyler Reeves, Brand Manager, Dips; Padmini Sharma, Group Manager, Strategic Insights; Dorothy Jones, South Division Marketing Director; and Marissa Jarratt, Brand Manager, Cheetos) and Robert Barocci, President & CEO ARF</em></p>
<p>The ARF congratulates the 2009 Winners of <a href="/assets/ogilvy-09">The ARF David Ogilvy Awards</a> sponsored by Microsoft Advertising. Cheetos “The Orange Underground” was honored as the Grand Ogilvy Award winner. The NBA’s “Where Amazing Happens” received the Research Innovation Award for demonstrating a new research approach resulting in outstanding advertising. Obama for America’s “Obama for President” demonstrated exceptional success solving a critical business challenge to be recognized with the Research Achievement Award. </p>
<p>Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards recognize the role of consumer research in creating successful advertising. Each winning campaign showcased how facts create inspiration. The criteria for the awards are based upon the application of research in four creative marketing elements: strategy development, creative development and refinement, the direction of media exposure, and demonstration of marketplace effectiveness. </p>
<h2 id="finalists" style="color:#ef4135;" >The ARF 2009 David Ogilvy Awards Winners</h2>
<h2>Industry Awards</h2>
<h3 style="color:#ef4135;">GRAND OGILVY AWARD</h3>
<p><em><strong>“The Orange Underground” Cheetos</strong></em><br />
ADVERTISER: Frito-Lay<br />
AGENCY: Goodby, Silverstein & Partners<br />
MEDIA: OMD<br />
RESEARCH: OZA, NeuroFocus, Christopher Noxon, Ipsos ASI, Sensory Logic</p>
<h3 style="color:#ef4135;">RESEARCH INNOVATION</h3>
<p><em><strong>“Where Amazing Happens” National Basketball Association (NBA)</strong></em><br />
ADVERTISER: National Basketball Association (NBA)<br />
AGENCY: Goodby, Silverstein & Partners<br />
RESEARCH: MotiveQuest, MarketTools, VisionCritical</p>
<h3 style="color:#ef4135;">RESEARCH ACHIEVEMENT</h3>
<p><em><strong>“Obama for President” Obama for America</strong></em><br />
ADVERTISER: Obama for America<br />
MEDIA: Obama Media Team-AKPD Message & Media; GMMB<br />
RESEARCH: Benenson Strategy Group, Harstad Research, David Binder Research, Brilliant Corners</p>
<h2>Category Awards</h2>
<p>Gold and silver winners in each business category are:</p>
<h3 style="color:#ef4135;">AUTOMOTIVE</h3>
<h4>GOLD</h4>
<p><em><strong>“Putting Old Luxury on Notice” Audi</strong></em><br />
ADVERTISER: Audi of America<br />
AGENCY: Venables Bell & Partners<br />
MEDIA: MediaCom<br />
RESEARCH: GfK, TNS, Nielsen Buzz Metrics</p>
<h4>SILVER</h4>
<p><em><strong>“If Looks Could Kill” Toyota Motor Sales, U.S.A., Inc.</strong></em><br />
ADVERTISER: Toyota Motor Sales, U.S.A., Inc.<br />
AGENCY: Burrell Communications<br />
MEDIA: Burrell Communications<br />
RESEARCH: Research Explorers, Icrossing, Hall & Partners</p>
<h3 style="color:#ef4135;">BEVERAGES+ALCOHOL</h3>
<h4>GOLD</h4>
<p><em><strong>“Postcards” Nabob</strong></em><br />
ADVERTISER: Kraft Canada<br />
AGENCY: DDB<br />
MEDIA: Media Vest<br />
RESEARCH: Nielsen BASES, GfK Arbor, Dine Associates, The Hartman Group, Ipsos ASI</p>
<h4>SILVER</h4>
<p><em><strong>“Damn Right” Canadian Club Whisky</strong></em><br />
ADVERTISER: Beam Global Spirits & Wine, Inc.<br />
AGENCY: Energy BBDO<br />
MEDIA: Zenith Media</p>
<h3 style="color:#ef4135;">BUSINESS-TO-BUSINESS</h3>
<h4>GOLD</h4>
<p><em><strong>“New Day New Office” Microsoft Office 2007</strong></em><br />
ADVERTISER: Microsoft Corporation<br />
AGENCY: McCann-Erickson<br />
MEDIA: Universal McCann<br />
RESEARCH: Hall & Partners, Atlas, Market-Bridge, MetrixLab, comScore</p>
<h4>SILVER</h4>
<p><em><strong>“Meet the Affluencers” Bravo</strong></em><br />
ADVERTISER: Bravo<br />
RESEARCH: Lieberman Research Worldwide, Sterling Brands, Mediamark Research, Millward Brown/Greenfield Consulting Group, Bravo Research Group, The Diamond Group</p>
<h3 style="color:#ef4135;">FINANCIAL SERVICES</h3>
<h4>GOLD</h4>
<p><em><strong>“Opportunities for All” Bank of America</strong></em><br />
ADVERTISER: Bank of America<br />
AGENCY: BBDO, Organic, TPN, <br />
MEDIA: Starcom Worldwide<br />
RESEARCH: Harris Interactive, GfK Brand and Communications, Luntz Maslansky Strategic Research, Ipsos Understanding Unlimited, Ninah Consulting</p>
<h4>SILVER</h4>
<p><em><strong>“Visa CSI 4” Visa</strong></em><br />
ADVERTISER: Visa<br />
AGENCY: AKQA<br />
MEDIA: OMD<br />
RESEARCH: Nielsen Media Research (sample, hosting, data collection) and OMD Custom Research & Insights (questionnaire design, analysis, and insight)</p>
<h3 style="color:#ef4135;">GOVERNMENT + NON-PROFIT</h3>
<h4>GOLD</h4>
<p><em><strong>“Obama for President” Obama for America</strong></em><br />
ADVERTISER: Obama for America<br />
MEDIA: Obama Media Team-AKPD Message & Media; GMMB<br />
RESEARCH: Benenson Strategy Group, Harstad Research, David Binder Research, Brilliant Corners</p>
<h4>SILVER</h4>
<p><em><strong>“Another Reason, I LOVE NEW YORK” I Love New York</strong></em><br />
ADVERTISER: I Love New York<br />
AGENCY: Saatchi & Saatchi<br />
MEDIA: Saatchi & Saatchi<br />
RESEARCH: Hall & Partners, PlannerZone, Goldmine Research</p>
<h3 style="color:#ef4135;">HEALTH CARE</h3>
<h4>GOLD</h4>
<p><em><strong>¿Cómo Estás? Evercare</strong></em><br />
ADVERTISER: Ovations/Evercare<br />
AGENCY: Bromley Communications<br />
MEDIA: Bromley Communications<br />
RESEARCH: Bromley Communications/Culturati Research</p>
<h4>SILVER</h4>
<p><em><strong>“Fashionable Fiber” Benefiber</strong></em><br />
ADVERTISER: Novartis OTC<br />
AGENCY: Euro RSCG<br />
MEDIA: Mindshare<br />
RESEARCH: Cotton Consulting LLC, MSW Research</p>
<h3 style="color:#ef4135;">HEALTH + PUBLIC SERVICE</h3>
<h4>GOLD</h4>
<p><em><strong>“EX®: Re-Learn Life Without Cigarettes” Ex®</strong></em><br />
ADVERTISER: American Legacy Foundation®<br />
AGENCY: GSD&M Idea City<br />
MEDIA: PHD<br />
RESEARCH: Pursuit, Egg Strategy, Millward Brown</p>
<h4>SILVER</h4>
<p><em><strong>Spike TV ”True Dads”</strong></em><br />
ADVERTISER: Spike TV<br />
RESEARCH: Insight Research Group, Greenfield Consulting Group</p>
<h3 style="color:#ef4135;">INTERNATIONAL</h3>
<h4>GOLD</h4>
<p><em><strong>“The Longer Term Effects of Seatbelts’ Advertising 2001-2007” Road Safety - Seatbelts</strong></em><br />
ADVERTISER: Department of Environment (NI), Road Safety Authority (ROI)<br />
AGENCY: Lyle Bailie International Limited<br />
RESEARCH: Millward Brown Ulster</p>
<h4>SILVER</h4>
<p><em><strong>“Dove Campaign for Real Beauty” Dove</strong></em><br />
ADVERTISER: Unilever<br />
AGENCY: Ogilvy Advertising<br />
MEDIA: Mindshare<br />
RESEARCH: Millward Brown</p>
<h3 style="color:#ef4135;">MULTICULTURAL: BANKING+INSURANCE</h3>
<h4>GOLD</h4>
<p><em><strong>“Hacia Adelante!” Bank of America</strong></em><br />
ADVERTISER: Bank of America<br />
AGENCY: Lopez Negrete Communications<br />
MEDIA: Tapestry<br />
RESEARCH: TNS (2006/2007), Harris Interactive</p>
<h4>SILVER</h4>
<p><em><strong>“MiAllstate.com” Allstate Insurance Company</strong></em><br />
ADVERTISER: Allstate Insurance Company<br />
AGENCY: Captura Group</p>
<h3 style="color:#ef4135;">MULTICULTURAL: CONSUMER+HEALTH</h3>
<h4>GOLD</h4>
<p><em><strong>“Best of Both Worlds” Honey Nut Cheerios</strong></em><br />
ADVERTISER: General Mills, Inc.<br />
AGENCY: Bromley Communications<br />
MEDIA: Bromley Communications<br />
RESEARCH: IFC Research Ltd.</p>
<h4>SILVER</h4>
<p><em><strong>Toma Leche/California Milk Processor Board “Bruja”</strong></em><br />
ADVERTISER: California Milk Processor Board<br />
AGENCY: Grupo Gallegos<br />
MEDIA: Grupo Gallegos<br />
RESEARCH: MOLA Market Research, New American Dimensions, NovaQuant</p>
<h3 style="color:#ef4135;">PACKAGED GOODS</h3>
<h4>GOLD</h4>
<p><em><strong>“The Orange Underground” Cheetos</strong></em><br />
ADVERTISER: Frito-Lay<br />
AGENCY: Goodby, Silverstein & Partners<br />
MEDIA: OMD<br />
RESEARCH: OZA, NeuroFocus, Christopher Noxon, Ipsos ASI, Sensory Logic</p>
<h4>SILVER</h4>
<p><em><strong>“Open for Fun” RITZ CRACKERS</strong></em><br />
ADVERTISER: Kraft Foods<br />
AGENCY: Euro RSCG Worldwide<br />
MEDIA: MediaVest, Digitas<br />
DIGITAL: Razorfish<br />
RESEARCH: Razorfish</p>
<h3 style="color:#ef4135;">PERSONAL CARE</h3>
<h4>GOLD</h4>
<p><em><strong>“Next BIG Thing – Lashblast Mascara” CoverGirl Cosmetics</strong></em><br />
ADVERTISER: Procter & Gamble<br />
AGENCY: Grey Worldwide<br />
MEDIA: MediaVest<br />
RESEARCH: TNS Global, Ipsos ASI</p>
<h4>SILVER</h4>
<p><em><strong>“Couples Campaign” K-Y® YOURS+MINE®</strong></em><br />
ADVERTISER: Johnson & Johnson<br />
AGENCY: Mother New York<br />
MEDIA: Universal McCann J3<br />
RESEARCH: Ipsos-ASI, VS Research, TNS, PRS, New Solutions</p>
<h3 style="color:#ef4135;">RETAIL + E-tail</h3>
<h4>GOLD</h4>
<p><em><strong>“Continental Airlines Strategic Online Optimization” Continental Airlines</strong></em><br />
ADVERTISER: Continental Airlines<br />
AGENCY: Kaplan Thaler Group<br />
MEDIA: MediaVest<br />
RESEARCH: MediaVest</p>
<h4>SILVER</h4>
<p><em><strong>“Walmart’s Earth Month 2008” Walmart</strong></em><br />
ADVERTISER: Walmart<br />
AGENCY: The Martin Agency<br />
MEDIA: MediaVest<br />
RESEARCH: Dr. David Whitlark of Brigham Young University, Knowledge Networks, the ARS Group</p>
<h3 style="color:#ef4135;">SPORTS+ENTERTAINMENT+MEDIA</h3>
<h4>GOLD</h4>
<p><em><strong>“Where Amazing Happens” National Basketball Association (NBA)</strong></em><br />
ADVERTISER: National Basketball Association (NBA)<br />
AGENCY: Goodby, Silverstein & Partners<br />
RESEARCH: MotiveQuest, MarketTools, VisionCritical</p>
<h4>SILVER</h4>
<p><em><strong>“In Plain Sight” USA Network</strong></em><br />
ADVERTISER: USA Network<br />
AGENCY: USA Network<br />
MEDIA: Fallon<br />
Research Firms: USA Network, Research Results, OTX</p>
2009-04-01T00:00:00-05:00
503
false
feature-ogilvy-09-winners
<p><img src="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/winners-09.jpg" alt="Ogilvy Awards Winners" width="500" height="218" /><br />
<em>Stephen Kim, Chair for ARF Board of Directors, Grand Ogilvy Winners Cheetos Team (Tyler Reeves, Brand Manager, Dips; Padmini Sharma, Group Manager, Strategic Insights; Dorothy Jones, South Division Marketing Director; and Marissa Jarratt, Brand Manager, Cheetos) and Robert Barocci, President & CEO ARF</em></p>
<p>The ARF congratulates the 2009 Winners of <a href="/assets/ogilvy-09">The ARF David Ogilvy Awards</a> sponsored by Microsoft Advertising. Cheetos “The Orange Underground” was honored as the Grand Ogilvy Award winner. The NBA’s “Where Amazing Happens” received the Research Innovation Award for demonstrating a new research approach resulting in outstanding advertising. Obama for America’s “Obama for President” demonstrated exceptional success solving a critical business challenge to be recognized with the Research Achievement Award. </p>
2009 ARF David Ogilvy Awards Winners – Cheetos, NBA and Obama for America
2009-05-07T08:35:34-05:00