ARF Announces 2008 Ogilvy Award Winners for Outstanding Advertising Research

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

BUSINESS ACHIEVEMENT AWARD: NEW PRODUCT LAUNCH

“With Every Step Love Grows”

Advertiser: Diamond Trading Company
Agency: JWT, NY
Media: MindShare

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

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

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

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

SILVER: Microsoft, “Why Risk it?”
Advertiser: Microsoft Corp.
Agency: McCann Erickson
Media: Universal McCann
Research: Hall & Partners

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

SILVER: TD Ameritrade, “The Independent Spirit”
Advertiser: TD Ameritrade
Agency: Ogilvy 
Media: MediaEdge
Research: Communispace, Forrester, OmSurvey, Phoenix Investment Services, Q Scores

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

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

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

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

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

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

Redefining Markets

GOLD: Journey Diamond Jewelry, “With Every Step, Love Grows”
Advertiser: Diamond Trading Company
Agency: JWT, NY
Media: MindShare

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

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

SILVER: Digital Direct, “Integrating Technology in a Price Driven Market”
Advertiser: Digital Direct
Media: Steak Media

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

SILVER: Monster, “Monster Works For Me”