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.

2010 David Ogilvy Awards Finalists

The ARF congratulates the 2010 winners The ARF David Ogilvy awards sponsored by Microsoft Advertising.

AUTOMOTIVE

Cars.com - Plan B Not Required – Cars.com
ADVERTISER: Cars.com
AGENCY: DDB Chicago
MEDIA: Prometheus
RESEARCH: Ethnographic Research Inc, Greenfield Consulting Group, Millward Brown, Hall & Partners, Luntz, Maslansky Strategic Research

Reinvention "Chapter 1" – General Motors Company
ADVERTISER: General Motors
AGENCY: Deutsch Inc.
MEDIA: Starcom
RESEARCH: Harris Interactive, TNS, The Research House

BEVERAGES

White Gold - got milk? - California Milk Processors Board
ADVERTISER: California Milk Processors Board
AGENCY: Goodby, Silverstein & Partners
MEDIA: Goodby, Silverstein & Partners
RESEARCH: NovaQuant, MarketTools

Brew Some Good - Maxwell House
ADVERTISER: Kraft Canada Inc
AGENCY: Ogilvy
MEDIA: Media Vest
RESEARCH: GFK, Arbor

BUSINESS-TO-BUSINESS

A Simpler Way to Ship - United States Postal Service
ADVERTISER: United States Postal Service
AGENCY: Campbell-Ewald
MEDIA: Campbell-Ewald
RESEARCH: Optimization Group, Millward Brown, Colography, Consumer Insights, Davie Brown

Business On Main - Sprint
ADVERTISER: Sprint
MEDIA: Mindshare, Microsoft

CONSUMER ELECTRONICS

Introducing the world’s first Web-connected home printer - HP Photosmart
ADVERTISER: Hewlett-Packard
AGENCY: Goodby, Silverstein & Partners, BBDO, Tracy Locke
MEDIA: Omnicom Media Group
RESEARCH: Millward Brown, Flamingo International

Sponsors of Tomorrow – INTEL
ADVERTISER: Intel
AGENCY: Venables Bell & Partners
MEDIA: OMD
RESEARCH: Market Tools, Millward Brown, Nielsen

FINANCIAL SERVICES

Gaining Market Share with a Targeted Campaign Expansion - Bank of America
ADVERTISER: Bank of America
AGENCY: BBDO, Organic, GMR, TPN
MEDIA: Starcom
RESEARCH: Communispace, Ipsos

Uncommon Boldness: The Chase Sapphire Story - Chase Sapphire
ADVERTISER: Chase Sapphire
AGENCY: mcgarrybowen
MEDIA: Zenith
RESEARCH: Millward Brown, Sterling Assoc., Olson Zaltman, Psychologics, DynamicLogic, PhaseOne Communications

GOVERNMENT / NON-PROFIT / PUBLIC SERVICE

Alone - CommunityofVeterans.org
AGENCY: BBDO NY
MEDIA: Ad Council
RESEARCH: Whitman Insight Strategies

The Navy Landed Me Here - US Navy
ADVERTISER: US Navy
AGENCY: GlobalHue
MEDIA: Campbell-Ewald
RESEARCH: GlobalHue

HEALTH / PERSONAL CARE

"Does your makeup make you look older " COVERGIRL & OLAY Simply Ageless - COVERGIRL
ADVERTISER: Procter & Gamble
AGENCY: Grey Worldwide
MEDIA: MediaVest
RESEARCH: Ipsos ASI, TNS-NFO, BASES

Soap Scum - Unilever: Dove
ADVERTISER: Unilever
AGENCY: Ogilvy and Mather
MEDIA: MindShare, Edlemen, Ryan
RESEARCH: Milward Brown

HOUSEHOLD PRODUCTS

Revolutionary Technology - Hefty Odor Block
ADVERTISER: Pactiv Corporation
AGENCY: Campbell Mithun
MEDIA: Campbell Mithun
RESEARCH: Millward Brown

iPiensalo Bien! - Reynolds Wrap
ADVERTISER: Reynolds Wrap Consumer Products Company
AGENCY: Bromley Communications
MEDIA: Internal
RESEARCH: Encuesta

INTERNATIONAL

Dont be a Cancer Chancer - Dont be a Cancer Chancer
ADVERTISER: Ashton Leigh and Wigan Primary Care Trust, The Manchester Versus Cancer Alliance
AGENCY: McCann Manchester
MEDIA: Universal McCann Manchester
RESEARCH: Unravel Research & Planning Ltd

Morrison's Let's Grow - Morrison's
ADVERTISER: Morrison's Supermarkets
AGENCY: DLKW
MEDIA: Mediaedge:cia
RESEARCH: MEC research

MULTICULTURAL

Tasting is Believing - Progresso Soups
ADVERTISER: General Mills, Inc.
AGENCY: Bromley Communications
MEDIA: Bromley Communications
RESEARCH: MOLA; Market Tools, Inc.

Hispanic Heritage Month - Walmart
ADVERTISER: Walmart
AGENCY: Lopez Negrete Communications
MEDIA: MediaVest
RESEARCH: ARS, AcuPOLL, Global Research Partners, Social Quest, Big Research

PACKAGED GOODS

"One of a Kind Hershey's Kisses" - Hershey's Kisses
ADVERTISER: The Hershey Company
AGENCY: Arnold, New York
MEDIA: OMD
RESEARCH: Landis S&I, Theory Research, The Cambridge Group, The Geppetto Group, Millward Brown

Stimulate Your Senses - Wrigley - 5
ADVERTISER: Wm. Wrigley Jr. Company
AGENCY: Energy BBDO
MEDIA: Mindshare
RESEARCH: Flamingo International, Jeff Jass Qualitative Research Inc., Ipsos

RETAIL / E-TAIL

Winning With Mom During the Great Recession - Walmart
ADVERTISER: Walmart
AGENCY: The Martin Agency; R/GA
MEDIA: MediaVest
RESEARCH: Impact Consumer Research, MaPS, Deep Blue Insight, IHS Global Insight

You Know When it’s Real - Wendy’s
ADVERTISER: Wendy’s
AGENCY: Kaplan Thaler Group
MEDIA: MediaVest
RESEARCH: MediaVest

SHOPPER MARKETING

Shopper Seasons - ConAgra
ADVERTISER: ConAgra Foods
AGENCY: RPM Connect, a wholly owned subsidiary of D.L. Ryan Companies, Ltd
RESEARCH: Fusion Marketing Power

Coca-Cola 'MOTOR'ing to WIN - Coca-Cola
ADVERTISER: The Coca-Cola Company
AGENCY: Monday, Thailand
MEDIA: Initiative Media, Thailand
RESEARCH: The Nielsen Company

SPORTS / ENTERTAINMENT / MEDIA

Bing and Decide: Launch of Microsoft’s First Decision Engine - Microsoft Bing
ADVERTISER: Microsoft
AGENCY: JWT. Razorfish
MEDIA: Universal McCann
RESEARCH: Hall & Partners, Penn Schoen & Berland, Comscore, Market-Bridge

we share - PBS KIDS Sprout
ADVERTISER: PBS KIDS Sprout
AGENCY: Red Tettemer
MEDIA: MediaVest
RESEARCH: Harris Interactive; Maureen Craig Consumer Insights & Brand Strategy

TELECOMMUNICATIONS

Comcast DoubleClick DFA-Omniture Genesis Integration - Comcast
ADVERTISER: Comcast Corporation
MEDIA: MediaVest
RESEARCH: MediaVest

Introducing Windows Phone - Microsoft Windows Phone
ADVERTISER: Microsoft Canada
MEDIA: M2 Universal
RESEARCH: Youthography