<p><img src="http://thearf-org-aux-assets.s3.amazonaws.com/misc/image-ogilvy-09-award.jpg" alt="Re:think 2009" width="370" height="246" /><br /> <a href="http://www.flickr.com/photos/37662783@N02/sets/72157617739561209/">More Ogilvy Awards images on Flickr »</a></p> <h2 id="finalists" style="color:#ef4135;" >The ARF 2009 David Ogilvy Awards Winners</h2> <p>The ARF congratulates the 2009 Winners of The ARF David Ogilvy Awards sponsored by Microsoft Advertising. Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards recognize the role of consumer research in creating successful advertising.&nbsp; </p> <p>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> <!--<p>The ARF also congratulates <a href="/assets/great-mind-09">2009 Great Mind Winners</a>.</p>--> <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 &amp; Partners<br /> MEDIA: OMD<br /> RESEARCH: OZA, NeuroFocus, Christopher Noxon, Ipsos ASI, Sensory Logic<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Cheetos.pdf">Download Case Study »</a></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 &amp; Partners<br /> RESEARCH: MotiveQuest, MarketTools, VisionCritical<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-NBA.pdf">Download Case Study »</a></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 &amp; Media; GMMB<br /> RESEARCH: Benenson Strategy Group, Harstad Research, David Binder Research, Brilliant Corners<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Obama.pdf">Download Case Study »</a></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 &amp; Partners<br /> MEDIA: MediaCom<br /> RESEARCH: GfK, TNS, Nielsen Buzz Metrics<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Audi.pdf">Download Case Study »</a></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 &amp; Partners<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Toyota.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Nabob.pdf">Download Case Study »</a></p> <h4>SILVER</h4> <p><em><strong>“Damn Right” Canadian Club Whisky</strong></em><br /> ADVERTISER: Beam Global Spirits &amp; Wine, Inc.<br /> AGENCY: Energy BBDO<br /> MEDIA: Zenith Media<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-CanadianClubWhisky.pdf">Download Case Study »</a></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 &amp; Partners, Atlas, Market-Bridge, MetrixLab, comScore<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Microsoft.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Bravo.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-BA_FS.pdf">Download Case Study »</a></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 &amp; Insights (questionnaire design, analysis, and insight)<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Visa.pdf">Download Case Study »</a></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 &amp; Media; GMMB<br /> RESEARCH: Benenson Strategy Group, Harstad Research, David Binder Research, Brilliant Corners<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Obama.pdf">Download Case Study »</a></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 &amp; Saatchi<br /> MEDIA: Saatchi &amp; Saatchi<br /> RESEARCH: Hall &amp; Partners, PlannerZone, Goldmine Research<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-NewYork.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Evercare.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Benefiber.pdf">Download Case Study »</a></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&amp;M Idea City<br /> MEDIA: PHD<br /> RESEARCH: Pursuit, Egg Strategy, Millward Brown<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Ex.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Spike.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-RoadSafety.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Dove.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-BA_MBI.pdf">Download Case Study »</a></p> <h4>SILVER</h4> <p><em><strong>“MiAllstate.com” Allstate Insurance Company</strong></em><br /> ADVERTISER: Allstate Insurance Company<br /> AGENCY: Captura Group<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Allstate.pdf">Download Case Study »</a></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.<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-HoneyNutCheerios.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-TomaLeche.pdf">Download Case Study »</a></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 &amp; Partners<br /> MEDIA: OMD<br /> RESEARCH: OZA, NeuroFocus, Christopher Noxon, Ipsos ASI, Sensory Logic<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Cheetos.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-RITZ.pdf">Download Case Study »</a></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 &amp; Gamble<br /> AGENCY: Grey Worldwide<br /> MEDIA: MediaVest<br /> RESEARCH: TNS Global, Ipsos ASI<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-CoverGirl.pdf">Download Case Study »</a></p> <h4>SILVER</h4> <p><em><strong>“Couples Campaign” K-Y® YOURS+MINE®</strong></em><br /> ADVERTISER: Johnson &amp; Johnson<br /> AGENCY: Mother New York<br /> MEDIA: Universal McCann J3<br /> RESEARCH: Ipsos-ASI, VS Research, TNS, PRS, New Solutions<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-KY.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-ContinentalAirlines.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-Walmart.pdf">Download Case Study »</a></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 &amp; Partners<br /> RESEARCH: MotiveQuest, MarketTools, VisionCritical<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-NBA.pdf">Download Case Study »</a></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<br /> <a href="http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/cs/Ogilvy-09-CS-USA.pdf">Download Case Study »</a></p> <h3 style="color:#ef4135;">About the 2009 Ogilvy Awards</h3> <p>The awards were inspired in 1993 when Coca-Cola sought our help in integrating research into their advertising development process. So successful were the process and results, even the creative agencies embraced it. Thus were born the awards.</p> <p>Over the years, there have been more than 200 finalists, among them the top advertisers, research companies and advertising agencies in the world. We laud their victories, and look forward to adding our 2008 winners to the coveted list of Ogilvy Award recipients.</p> <p>The ARF Ogilvy Awards are made possible through the continued sponsorship of Microsoft Advertising. Microsoft supports the ARF David Ogilvy awards as a unique means of generating real learning through the sharing of knowledge. </p> <h3>New in 2009 – Addition of Multicultural Award</h3> <p>The ARF introduces the addition of a Multicultural Category to the 2009 Ogilvy Awards. This award will recognize the best research-driven campaign specifically developed to target a specific ethnic market such as African-American, Asian-American and Hispanic. Spearheaded by David Burgos, VP Multicultural Practice, Millward Brown and co-chair of the ARF Multicultural Advertising Council, this award will highlight to the industry how research contributes to the development of culturally relevant campaigns and how these efforts resonate with their intended audience. Burgos states “Adding the Multicultural category to the David Ogilvy Awards is a natural progression as multicultural research continues to play an important role in advertising. The addition of this new category reflects the fact that the multicultural segment is one of tremendous growth and purchasing power and requires targeting strategies and campaign development that work in tandem with the mainstream rather than in silos”.</p> <h3>Who won in 2008?</h3> <p><a href="/assets/ogilvy-08-winners">All about 2008 Ogilvy Awards »</a></p> 2008-10-12T00:00:00-05:00 360 false ogilvy-09 <p>MARCH 31, 2009 • Marriott Marquis, New York City</p> <p>Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards annually celebrate his spirited advocacy of research in making good advertising better.</p> The ARF 2009 David Ogilvy Awards 2009-06-01T08:23:25-05:00