David Ogilvy Awards 2013 - Learning from Winners Webcasts
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KEY DATES

First Round of Submissions
Nov. 11, 2013 (save $200)
$495 (single)/$445 (multiple)

Second Round of Submissions
Dec. 11, 2013 (save $100)
$595 (single)/$555 (multiple)

Third and Final Round of Submissions
Feb. 1, 2014
$695 (single)/$665 (multiple)
 

David Ogilvy Awards - Learning from Winners Webcasts

Special Webcasts, free to member and non-members!


Learning from Winners with The Clorox Company

Special Webcast – Free for member and non-members

Wednesday, July 17, 2013 1:00–2:00PM ET

Registration

To attend via webcast, register via My ARF »
If you have any questions, please contact Zena Pagán at ogilvyawards@thearf.org

Join us on July 17 for a free webcast that will uncover the winning research and strategy behind Glad’s “Stronger Stand Against Waste” campaign.

How do you drive brand engagement in a category that consumers don’t want to think about? The insight that consumers don’t think much about their trash bag, but certainly think about what goes into it and its impact on the environment, paved the way for Glad’s “Stronger Stand Against Waste” campaign. The campaign showcases Glad’s new stronger bag, remarkably made with less plastic, by visually bringing to life the collective magnitude of impact that just one person with the help of just one bag can make on the environment.

Featured Speakers

Yasmin Firoozabady – Brand Insights, Specialty Division, The Clorox Company


Learning from Winners with Delta Dental of Missouri

Special Webcast – Free for member and non-members

Wednesday, June 19, 2013 1:00–2:00PM ET

To attend, register via My ARF » 

If you have any questions, please contact Zena Pagán at ogilvyawards@thearf.org
Join us on June 19 for a free webcast that will uncover the winning research and strategy behind the Delta Dental of Missouri campaign. 
In March 2010, President Obama signed into law the Affordable Care Act, saying "We are not a nation that scales back its aspirations." Delta Dental of Missouri did not scale back its aspirations either: to continue providing their constituents with the insurance coverage that would enable good health through quality dental care. Making the largest research investment in its history, Delta Dental took a bold stand as a leader in a changing marketplace. David Ogilvy said, "Leaders grasp nettles." This is the story of a category leader, using the synergy of research and creative intelligence, who grasped nettles, and won. 

Featured Speakers:

Robert Passikoff – President, Brand Keys, Inc. 
Amy Shea – Global Director of Brand Development, Brand Keys, Inc.


Learning from Winners, Part 1: Draftfcb

Draftfcb Presents How to Win an ARF David Ogilvy Award

August 15, 2012

One of the largest global advertising agencies in the world, Draftfcb will provide an inside look at two of their award winning campaigns—PACCAR Parts and the United States Postal Office.

At this webcast, learn why the research behind recent campaigns for “Communications Targeting Program” and “Your Other Address” were celebrated by the industry, and what steps you can take to earn your team the next big award.

Join us on Wednesday, August 15, for a free webcast that will shed light on what worked for two of this year’s winners, PACCAR Parts and the United States Postal Office.

Download a presentation of the webcast »

Agenda

2012 Business-to-Business Award Winner: “Communication Targeting Program” PACCAR Parts
Kevin Hartman – SVP, Director of Customer Intelligence, Draftfcb

2012 Government + Non-Profit + Public Service Award Winner: “Your Other Address” United States Postal Service (@usps)
Kevin Hartman – SVP, Director of Customer Intelligence, Draftfcb
Download the summary notes of this presentation »

 


Learning from Winners, Part 2: Saffron Road, Ad Council, and Rockwell Tools

Saffron Road, Ad Council, and Rockwell Tools present How to Win an ARF David Ogilvy Award

July 18, 2012

Three very different companies have at least one thing in common: great research earned each of them a prestigious David Ogilvy Award in 2012.

Can yours do the same?

In this webcast, learn why the research behind recent campaigns for Saffron Road, Ad Council, and Rockwell Tools was celebrated by the industry, and what steps you can take to earn your team the next big award.

Download a summary of the webcast »

Agenda

2012 Digital Media Award Winner: “Halal History in the Making” Saffron Road and Whole Foods Market
Adnan Durrani – Chief Executive Officer, American Halal Company, Inc. / Saffron Road
Lisa Mabe – Founder, Principal, Hewar Social Communications
Download this Saffron Road presentation »

2012 Government + Non-Profit + Public Service Award Winner: “Take the First Step” GED Achievement
Ozzie Fuentes – Senior Strategist, DDB Chicago
Katie Goodhew – Account Executive, DDB Chicago
Download this Ad Council presentation »

2012 Retail + E-tail Award Winner: “Rockwell Jawhorse” Rockwell Tools
Brendan Kitts – Vice President, Analytics, PrecisionDemand
Download this Rockwell Tools presentation »

 


Learning from Winners, Part 3: Budweiser and Ipsos ASI

Budweiser and Ipsos ASI present How to Win an ARF David Ogilvy Award

September 19, 2012

Budweiser and Ipsos ASI are two very different companies with at least one thing in common: great research earned each of them a prestigious ARF David Ogilvy Award in 2012.

Can yours do the same?

In this webcast, learn why the research behind recent campaigns for Budweiser and Ipsos ASI were celebrated by the industry and what steps you can take to earn your team the next big award.

Join us on Wednesday, September 19, for a free webcast that will shed light on what worked for two of this year’s big winners.

Agenda

2012 International Award Winner: “Anticipation” Budweiser
Jennifer Wang – Global Insights Manager, Brands And Connections, Anheuser-Busch InBev
Patty Altman – SVP, Copy Testing, Ipsos ASI

In 2009 Budweiser, the iconic beer brand, faced an important challenge in the U.S., its home market, accounting for a majority of the brand’s sales globally. While widely known and consumed in the U.S., the brand had been in decline since 1985, losing share and struggling to remain relevant with consumers. The challenge was clear: to drive consumer reappraisal of an iconic brand, and in particular, to reintroduce them to a brand with which they were already familiar. Budweiser’s dream, to become the first truly global beer brand, added an additional layer of complexity, as they needed an advertising strategy that would create awareness, desire, and a need for the brand in a variety of markets around the world. Working with Ipsos Marketing, Budweiser conducted extensive research to understand which concepts would work globally and to identify the most effective marketing concept. Research for the campaign included an Ipsos analysis on Budweiser's new digital initiative intended to attract younger Legal Drinking Age (LDA) consumers and work with Perception Research Services to refresh the Budweiser can, a launch that was supported by outdoor media and TV.
 


Learning from Winners Part 4: Hunt's, Latte Love and International Delight

Hunt's, Latte Love and International Delight present How to Win an ARF David Ogilvy Award

October 17, 2012

All of our nominees worked hard to win, ConAgra, and Vizu had what it takes to win the prestigious ARF David Ogilvy Award. How did they do it? They had the secret recipe for a research-based campaign that exploded the taste buds of their clients: Hunt’s, Latte Love, and International Delight.

So what are you cooking with?

Join us on October 17 for a free webcast that will uncover the winning research and strategy of each of these agencies, and demonstrate why Hunt’s and International Delight were applauded by the industry for their recent campaigns.

You and your team will be cooking up award-winning recipes in no time.

Agenda

2012 Packaged Goods Award Winner: “Hunt’s Crashed Kitchen Tour” Hunt’s Tomatoes
Kris Mueller – Director, Consumer Insights, ConAgra Foods, Inc.

Hunt’s is the leading branded player in canned tomatoes overall, but under shared in the growing diced tomato segment. Going deep with the consumer via quantitative and qualitative research enabled the team to uncover a meaningful point of difference for the brand in order to pull consumers out of their “sleep walking” buying behavior of canned tomatoes. These insights were brought to life in Hunt’s “Crash Kitchen Tour”, which began airing in October 2009 and based on its success, is now in its third year in market. The campaign challenges consumers’ complacent attitudes toward canned tomatoes by focusing on what was uncovered as their tomato gold standard, “backyard garden fresh look and taste”, with Hunt’s FlashSteam® process. The campaign features George Duran, a high-energy celebrity chef spokesperson, in a fully integrated campaign that includes TV, digital, and PR. In just two years, the campaign has fueled growth, with the business tracking ahead of meeting its five-year market share growth objective.

2011 Retail + E-tail Award Winner: “CoffeeHouse Inspirations Skinny” International Delight
Jeff Smith – Chief Marketing Officer, SVP, Client Service, Vizu

What if brand advertisers could boost the return on their advertising investment by hundreds of thousands of dollars by making in-market adjustments to their digital advertising campaigns? Horizon Media and International Delight did just that, leveraging real-time Brand Lift metrics provided by Vizu Corporation to measure and optimize the brand impact of their digital awareness campaign. When International Delight was launching their new line of CoffeeHouse Inspirations Skinny coffee creamers, they turned to Horizon to help them create and execute an effective awareness campaign online. Horizon Media turned to Vizu for the technology needed to ensure the brand-building effectiveness of the initiative by measuring and optimizing the campaign's performance against its primary marketing objective - building awareness for a new product line - in real-time. Leveraging real-time Brand Lift metrics from Vizu, Horizon compared Brand Lift performance across all exposure frequencies, creative units, targeting segments, and site placements, and in so doing identified in-campaign optimization opportunities that increased Brand Lift against the awareness objective by 34.4% and the campaign's effective media spend by over $100,000. Join us to learn how to use real-time brand metrics to make your online brand campaigns more effective.
 


Learning from Winners Part 5: Verizon

November 14, 2012

Special Webcast – Free to member and non-members!

When sales aren’t picking up, great research-based advertising might be the answer. For Verizon, it was. Join us November 14 and hear from a company who created an innovative campaign by compounding brand awareness with research. The results were astounding, and in 2012 won a prestigious ARF David Ogilvy Award.

Lopez Negrete Communications and Verizon will discuss their winning research strategies, which were celebrated by the industry and escorted them straight to the winners circle. Free and open to members and non-members, this webcast might just be the first step to winning your own award.

Agenda

12:00–12:10PM
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:10–12:45PM (35 minutes)
Research Achievement Winner, Multicultural Award Winner: “Enciéndete FiOS,” Verizon FiOS
Eugenia Archetti – Research Director, Lopez Negrete Communications

In the turbulent context of the highly commoditized telecommunications category, five years after its initial launch FiOS still lacked awareness and differentiation among the Hispanic community. Lopez Negrete created a comprehensive research strategy designed to identify the target and subsequently inform a customized Hispanic marketing strategy. The Passionistas emerged as the lead communications target. This newly defined group of bicultural and unacculturated Hispanics, tied by their shared mindset and attitudes toward technology, are the digital trailblazers of U.S. Hispanics. The Enciéndete FiOS campaign objective was to engage consumers from awareness to action; the creative strategy was to make FiOS tangible by featuring situations in which it empowers and improves consumers' lives. The results speak for themselves. FiOS attained a 121% increase versus goal, delivered a 65% increase in call volume, and reduced cost per call by 41% YOY.

12:45–12:55PM (10 minutes)
Open Q&A

12:55–1:00PM (5 minutes)
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

 


Learning from Winners Part 6: Subaru and Harris Interactive

Special Webcast – Free to member and non-members!

In 2007, Subaru of America was at a crossroads: sales were stagnant, loyalty was declining, and it seemed nearly impossible to expand beyond a small cadre of niche audiences in limited geographies. Yet, the company was convinced that if it could bottle the unique connection between a Subaru and its owner and activate that connection in more like-minded people, the brand could leapfrog its challenges and position itself for growth.

With the help of Harris Interactive, Subaru and their agency partner, Carmichael Lynch proved successful with a research strategy that was less a program than it was a collaborative process of asking the right questions to uncover, activate, and measure the impact of owner love. At this webcast, learn how a unity of purpose among all stakeholders, a laser-like focus on a single objective, and research trained solely on reaching that objective helped Subaru outperform the U.S. market and become one of only two brands to report consecutive annual sales gains during the worst years of the automotive downturn.

Agenda

12:00–12:15pm
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:15–12:45 pm (30 minutes)
Automotive Award Winner: “Owner Love” Subaru of America
Mary Alicia Devine – Market Research Manager, Subaru of America
Joan Sinopoli – SVP, Senior Consultant, Brand and Communications, Harris Interactive

12:45–12:55 pm (10 minutes)
Open Q&A

12:55–1:00PM (5 minutes)
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

Download this presentation »

 


Learning from Winners: Spike TV

Special Webcast – Free to members and non-members!

Join us on May 15 for a free webcast that will uncover the winning research and strategy of the
Bellator MMA Live Launch campaign.

This campaign was developed to launch Spike TV’s new weekly series Bellator MMA Live, imported from MTV2.  Seeking to elevate MMA’s status in the minds of viewers to the level of a full-fledged professional sport, messaging points included the return of MMA to the network which first made the sport famous, the show’s emphasis on the athletes as individuals, and the fact that Bellator MMA Live would use a more democratic, tournament-based structure to determine its champions.

Media ranged from TV, to out-of-home, to digital. Targets included not just MMA fans, but also general sports fans.

Featured Speaker
Thomas Grayman – Senior Director, Brand and Consumer Research, Viacom Media Networks

Agenda

1:00–1:15pm
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

1:15–1:45 pm (30 minutes)
Digital & Media Ogilvy Award Winner: “Bellator MMA Live Launch” Spike TV
Thomas Grayman – Senior Director, Brand and Consumer Research, Viacom Media Networks

1:45–1:55 pm (10 minutes)
Open Q&A

1:55–2:00PM (5 minutes)
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF


Twitter: @the_arf; #ogilvyawards

Go to 2013 David Ogilvy Awards »

 

Overview

2013 David Ogilvy Awards
March 19, 2013
Marriott Marquis, NYC

Social Links: Facebook, LinkedIn and Twitter (#ogilvyawards)


Download the Entry Kit


Download the Participation Agreement

For more information about the David Ogilvy Awards, please contact:
Zena M. Pagán
646.465.5721
OgilvyAwards@thearf.org

 

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