The ARF 2008 David Ogilvy Awards Winners

Ameriprise Financial Takes Top Prize for “Dreams Don’t Retire” Campaign The ARF announced last night the recipients of the 2008 ARF Ogilvy Awards for Excellence in Advertising Research. <h2>Ameriprise Financial Takes Top Prize for “Dreams Don’t Retire” Campaign</h2> The Advertising Research Foundation (ARF) announced the recipients of the 2008 ARF Ogilvy Awards for Excellence in Advertising Research, as part of its annual Re:think conference and exhibition, which was held March 31 - April 2, 2008 at the Marriot Marquis Hotel in New York City. Over 500 advertising executives gathered for a black-tie gala to honor the winners. The ARF Ogilvy Awards, sponsored by Microsoft Digital Advertising Solutions, awarded Ameriprise Financial the Grand Ogilvy Award for their “Dreams Don’t Retire” campaign. Other industry awards included the Business Achievement Award for New Product Launch, which went to Journey Diamond Jewelry for its “With Every Step Love Grows” campaign. Additionally, the Business Achievement Award for Brand Repositioning went to Wal-Mart for its “Save money. Live better” campaign. "This year's Ogilvy winners will make research people feel very proud," said Bob Barocci, President and CEO of The ARF. "The case histories are outstanding successes which would not have been possible without the insightful and creative research contributions which the award celebrates." The ARF Ogilvy Awards honor advertising research initiatives that were instrumental in developing outstanding marketing and advertising campaigns and achieved marketplace success. 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. Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards annually celebrate his spirited advocacy of research in making good advertising better. “The awards were inspired in 1993 when Coca-Cola sought our help in integrating research into their advertising development process,” added Barocci. “So successful were the process and results, even the creative agencies embraced it. Thus were born the awards.” <h2> INDUSTRY AWARDS </h2> <h3>GRAND OGILVY AWARD</h3> <h4>“Dreams Don’t Retire” </h4> Advertiser: Ameriprise Financial Agency: Saatchi & Saatchi NY Media: MindShare Research: Earl Wilcox, Phoenix Marketing International Inc., PlannerZone <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_study_Ameriprise.pdf">Download case study »</a> <h3>BUSINESS ACHIEVEMENT AWARD: NEW PRODUCT LAUNCH</h3> <h4>“With Every Step Love Grows” </h4> Advertiser: Diamond Trading Company Agency: JWT, NY Media: MindShare <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_study_Journey_Diamond.pdf">Download case study »</a> <h3>BUSINESS ACHIEVEMENT AWARD: BRAND REPOSITIONING </h3> <h4>“Save Money. Live Better” </h4> Advertiser: Wal-Mart Agencies: IW Group, Lopez Negrete, The Martin Agency, Global Hue Research: Ameritest, Apollo Project, Arbitron, ARSgroup, Impact Consumer Research, Knowledge Networks, Media Vest, Millward Brown, Nielsen, OTX <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_Wal-Mart.pdf">Download case study »</a> <h2>CATEGORY AWARDS</h2> Gold and silver winners in each business category are: <h3>Automotive</h3> GOLD: Lincoln, “Dreams” Advertiser: Lincoln Brand, Ford Motor Co. Agency: Team Y&R, Wunderman Research: Group M/Mediaedge: cia <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_study_Lincoln.pdf">Download case study »</a> SILVER: Goodyear, “Get There” Advertiser: The Goodyear Tire & Rubber Company Agencies: Hitchcock Fleming & Associates, Inc.; McCann Erickson NY Media: MPG Research: Millward Brown, Pieros Research Consultancy, Sensory Logic <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_GoodYear.pdf">Download case study »</a> <h3>Business to Business</h3> GOLD: Hewlett Packard, “HP Blade Systems Server” Advertiser: Hewlett Packard Agency: Publicis West, Draft FCB Media: Zenith-Optimedia, Draft FCB Research: Ipsos-ASI, Millward Brown <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_study_HPBlades.pdf">Download case study »</a> SILVER: Microsoft, “Why Risk it?” Advertiser: Microsoft Corp. Agency: McCann Erickson Media: Universal McCann Research: Hall & Partners <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_Microsoft.pdf">Download case study »</a> <h3>Financial Services</h3> GOLD: Ameriprise Financial, “Dreams Don’t Retire” Advertiser: Ameriprise Financial Agency: Saatchi & Saatchi NY Media: MindShare Research: Earl Wilcox, Phoenix Marketing International Inc., PlannerZone <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_study_Ameriprise.pdf">Download case study »</a> SILVER: TD Ameritrade, “The Independent Spirit” Advertiser: TD Ameritrade Agency: Ogilvy  Media: MediaEdge Research: Communispace, Forrester, OmSurvey, Phoenix Investment Services, Q Scores <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_TDAmeritrade.pdf">Download case study »</a> <h3>Government, Public Service, Non-Profit</h3> GOLD: Oregon’s Mt. Hood Territory, “Got Company Coming?” Advertiser: Clackamas County Tourism & Cultural Affairs Agency: Turtledove Clemens Media: Turtledove Clemens Research: BN Research <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_Visiting%20Friends.pdf">Download case study »</a> SILVER: American Iron and Steel Institute, “The New Steel – Inside the Beltway Campaign” Advertiser: American Iron and Steel Institute Agency: Blue Worldwide Research: Harris Interactive <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_American%20Iron.pdf">Download case study »</a> <h3>Health & Personal Care</h3> GOLD: ARM & HAMMER, “Secret” Advertiser: Church & Dwight Agency: Ferrara & Company Media: Maxus  PR: Edelman Public Relations Research: Ipsos-ASI, Millward Brown, Nielsen <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_ARM&HAMMER.pdf">Download case study »</a> SILVER: BAND-AID Brand Adhesive Bandages, “Friend” Advertiser: Johnson & Johnson Consumer Products Co. Agency: McCann Erickson WorldGroup Media: McCann Universal Research: Ipsos-ASI, IFX, IRI <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_Band-Aid.pdf">Download case study »</a> <h3>Packaged Goods </h3> GOLD: Hostess 100 Calorie Packs, “Real Cake” Advertiser: Interstate Brands   Agency: Bernstein-Rein Advertising, Inc. Research: BASES, Bernstein-Rein, Harman-Atchison Research, IRI, Millward Brown <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_Hostess.pdf">Download case study »</a> SILVER: SunChips, “Small Steps” Advertiser: Frito-Lay Agency: Grip Limited, Juniper Park Media: OMD Research: Ameritest, Directions Research, Iconoculture, Ipsos-ASI, NeuroFocus Inc., Olson Zaltman Associates, Research International <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_SunChips.pdf">Download case study »</a> <h3>Redefining Markets</h3> GOLD: Journey Diamond Jewelry, “With Every Step, Love Grows” Advertiser: Diamond Trading Company Agency: JWT, NY Media: MindShare <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_study_Journey_Diamond.pdf">Download case study »</a> SILVER: HP IPG, “What Do You Have To Say?” Advertiser: Hewlett Packard Agency: Goodby, Silverstein & Partners Media: Zenith Optimedia Research: Goodby, Millward Brown, Silverstein & Partners <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_HPIPG.pdf">Download case study »</a> <h3>Retail/E-Tail</h3> GOLD: Wal-Mart, “Save money. Live better.” Advertiser: Wal-Mart Agencies: IW Group, Lopez Negrete, The Martin Agency, Global Hue Research: Ameritest, Apollo Project, Arbitron, ARSgroup, Impact Consumer Research, Knowledge Networks, Media Vest, Millward Brown, Nielsen, OTX <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_Wal-Mart.pdf">Download case study »</a> SILVER: Digital Direct, “Integrating Technology in a Price Driven Market” Advertiser: Digital Direct Media: Steak Media <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_Digital%20Direct.pdf">Download case study »</a> <h3>Sports, Entertainment, and Media</h3> GOLD: Sci Fi Channel, “Sci Fi Channel Tin Man Mini-Series” Advertiser: NBC Universal, Sci Fi Channel Agency: Sci Fi (International Agency) Media: Fallon  Research: McCaffery Interactive Insights, Inc.; OTX; Research Results; Robert A. Brilliant, Inc.; Sci Fi Channel <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_SciFi.pdf">Download case study »</a> SILVER: Monster, “Monster Works For Me” Advertiser: Monster Worldwide Agency: Brand Content Media: Deutsch Research: Deutsch, Dynamic Logic, Ipsos-ASI <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/awards/ogilvy-cs/Ogilvy_08_Case_Study_MOnster.pdf">Download case study »</a> 2008-03-30T00:00:00-05:00

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ogilvy-08-winners

<h2>Ameriprise Financial Takes Top Prize for “Dreams Don’t Retire” Campaign</h2> The Advertising Research Foundation (ARF) announced the recipients of the 2008 ARF Ogilvy Awards for Excellence in Advertising Research, as part of its annual Re:think conference and exhibition, which was held March 31 - April 2, 2008 at the Marriot Marquis Hotel in New York City. Over 500 advertising executives gathered for a black-tie gala to honor the winners.

2009-05-27T06:44:06-05:00