Learning From Winners Webcast Series Part 3

Learning from Winners, Part 3: Budweiser and Ipsos ASI

Special Webcast – free to member and non-members!

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

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

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

12:10–12:40PM
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.

12:40–12:50PM
Q&A

12:50–1:00PM
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF