The ARF 2008 David Ogilvy Awards Winners
Ameriprise Financial Takes Top Prize for “Dreams Don’t Retire” Campaign
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.”
INDUSTRY AWARDS
GRAND OGILVY AWARD
“Dreams Don’t Retire”
Advertiser: Ameriprise Financial
Agency: Saatchi & Saatchi NY
Media: MindShare
Research: Earl Wilcox, Phoenix Marketing International Inc., PlannerZone
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BUSINESS ACHIEVEMENT AWARD: NEW PRODUCT LAUNCH
“With Every Step Love Grows”
Advertiser: Diamond Trading Company
Agency: JWT, NY
Media: MindShare
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BUSINESS ACHIEVEMENT AWARD: BRAND REPOSITIONING
“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
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CATEGORY AWARDS
Gold and silver winners in each business category are:
Automotive
GOLD: Lincoln, “Dreams”
Advertiser: Lincoln Brand, Ford Motor Co.
Agency: Team Y&R, Wunderman
Research: Group M/Mediaedge: cia
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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
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Business to Business
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
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SILVER: Microsoft, “Why Risk it?”
Advertiser: Microsoft Corp.
Agency: McCann Erickson
Media: Universal McCann
Research: Hall & Partners
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Financial Services
GOLD: Ameriprise Financial, “Dreams Don’t Retire”
Advertiser: Ameriprise Financial
Agency: Saatchi & Saatchi NY
Media: MindShare
Research: Earl Wilcox, Phoenix Marketing International Inc., PlannerZone
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SILVER: TD Ameritrade, “The Independent Spirit”
Advertiser: TD Ameritrade
Agency: Ogilvy
Media: MediaEdge
Research: Communispace, Forrester, OmSurvey, Phoenix Investment Services, Q Scores
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Government, Public Service, Non-Profit
GOLD: Oregon’s Mt. Hood Territory, “Got Company Coming?”
Advertiser: Clackamas County Tourism & Cultural Affairs
Agency: Turtledove Clemens
Media: Turtledove Clemens
Research: BN Research
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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
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Health & Personal Care
GOLD: ARM & HAMMER, “Secret”
Advertiser: Church & Dwight
Agency: Ferrara & Company
Media: Maxus
PR: Edelman Public Relations
Research: Ipsos-ASI, Millward Brown, Nielsen
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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
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Packaged Goods
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
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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
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Redefining Markets
GOLD: Journey Diamond Jewelry, “With Every Step, Love Grows”
Advertiser: Diamond Trading Company
Agency: JWT, NY
Media: MindShare
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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
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Retail/E-Tail
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
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SILVER: Digital Direct, “Integrating Technology in a Price Driven Market”
Advertiser: Digital Direct
Media: Steak Media
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Sports, Entertainment, and Media
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
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SILVER: Monster, “Monster Works For Me”
Advertiser: Monster Worldwide
Agency: Brand Content
Meida: Deutsch
Research: Deutsch, Dynamic Logic, Ipsos-ASI
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