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Related Articles ARF Press Releases ARF in the News The Advertising Research Foundation Announces 2011 ARF David Ogilvy Awards Winners

March 23, 2011

NEW YORK – March 23, 2011

FOR IMMEDIATE RELEASE

Twenty-Nine Advertising Campaigns Recognized for Best Use of Research; ARF Grand Ogilvy Award Goes to Newcomer, Domino’s Pizza

New York (March 23, 2011) – The Advertising Research Foundation (ARF) today announced the winners of the 2011 ARF David Ogilvy Awards for Excellence in Advertising Research at the Marriott Marquis in New York City. Twenty-nine advertising campaigns, across 15 business award categories, were honored for best use of research. Awards were presented by Sir Martin Sorrell, CEO, WPP Group USA.

Among the night’s special honors, Domino’s Pizza walked away with the ARF Grand Ogilvy Award for its “Pizza Turnaround” campaign. The ARF Grand Ogilvy Award is given to the campaign demonstrating the most successful use of research in the creation of superior advertising that achieves a critical business objective. The United States Census Bureau, returning after more than a decade, claimed the Research Achievement Award for its”2010 United States Census” campaign. Kimberly-Clark received the Research Innovation Award for its “Break the Cycle” campaign for its Kotex brand. Sponsored by Microsoft Advertising, the annual ARF David Ogilvy Awards gala honors extraordinary and creative use of research in the development of successful advertising campaigns. The winners provide an exemplary understanding of how research can be used to create powerful, profitable campaigns.

Entries from research suppliers, ad agencies, media companies and advertisers throughout the world were judged by a panel of industry experts under the ARF’s direction. Gold and Silver Awards are given to the best two entrants within each category. Gold Category Award winners are automatically placed in the running for special recognition awards: the Research Insights Award, the Research Innovation Award and the ARF Grand Ogilvy Award.

"Every year the ARF has the great pleasure of spotlighting to the advertising industry the significance research plays in successful campaigns,” said Bob Barocci, president and CEO, Advertising Research Foundation. “For almost two decades, the ARF David Ogilvy Awards have exemplified winning campaigns that demonstrate why the insights gained from research are as important as great creativity. Congratulations to this year’s winners."

The ARF David Ogilvy Awards gala is part of the ARF’s largest-ever annual convention, Re:think 2011 – Managing the Complexity Maze: Insights as the Navigator, which continues the organization’s year-long 75th Anniversary celebration. The full list of category award winners is also available online via the official ARF Re:think 2011 Convention website, Rethink.thearf.org.

About the Advertising Research Foundation (ARF):
Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better advertising decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. In 2011, the ARF celebrates its 75th Anniversary as the industry's authoritative source of advertising knowledge. The ARF is located at 432 Park Ave. South, 6th Floor, New York, NY 10016 and on the Web at www.thearf.org

2011 ARF DAVID OGILVY AWARD WINNERS

ARF GRAND OGILVY AWARD WINNER
“Pizza Turnaround” Domino’s Pizza

* ADVERTISER: Domino’s Pizza
* AGENCY: CP+B
* MEDIA: CP+B
* RESEARCH: CP+B, Millward Brown

RESEARCH ACHIEVEMENT WINNER
“2010 United States Census” The United States Census Bureau

* ADVERTISER: The United States Census Bureau
* AGENCY: Draftfcb
* MEDIA: Draftfcb/Initiative
* RESEARCH: Applied Research and Consulting, LLC

RESEARCH INNOVATION WINNER
“Break the Cycle” U by Kotex

* ADVERTISER: Kimberly-Clark
* AGENCY: Organic, Inc.
* MEDIA: Mindshare
* RESEARCH: Marina Maher Communications, Inc., Millward Brown

CATEGORY WINNERS

AUTOMOTIVE

GOLD
“Shock the Sheep” Audi

* ADVERTISER: Audi
* AGENCY: Venables Bell & Partners
* MEDIA: MediaCom
* RESEARCH: 7th Sense

SILVER
“Subaru Owner Love” Subaru of America

* ADVERTISER: Subaru of America
* AGENCY: Carmichael Lynch
* MEDIA: Carmichael Lynch
* RESEARCH: Harris Interactive

BEVERAGES

GOLD
“Keep Playing” The Coca-Cola Company

* ADVERTISER: The Coca-Cola Company
* AGENCY: Sapient (Miami)
* MEDIA: The Coca-Cola Company
* RESEARCH: Millward Brown, bmc

SILVER
“CoffeeHouse Inspirations Skinny” International Delight

* ADVERTISER: International Delight
* AGENCY: Horizon Media
* MEDIA: Horizon Media
* RESEARCH: Vizu Corporation

BUSINESS-TO-BUSINESS

“Cloud Power” Microsoft
* ADVERTISER: Microsoft Corporation
* AGENCY: JWT, Deutsch, Inc.
* MEDIA: Universal McCann
* RESEARCH: Hall & Partners, Penn, Schoen and Berland Associations

CONSUMER ELECTRONICS

GOLD
“Measuring Online Global Advertising Based on Business Value and Engagement” Intel

* ADVERTISER: Intel
* MEDIA: OMD

SILVER
“Posted by AT&T and MTV Networks Music Sites” AT&T

* ADVERTISER: AT&T, MTV Networks
* AGENCY: BBDO, AT&T
* MEDIA: MEC
* RESEARCH: Meteor Solutions

DIGITAL + MEDIA

GOLD
“Coming Alive with Real Crunch” Wheat Thins

* ADVERTISER: Kraft Foods, Inc.
* AGENCY: AKQA, The Escape Pod, Momentum Worldwide, Splendid Communications
* MEDIA: KRAFT One, MediaVest, Digitas
* RESEARCH: The Cambridge Group, Energy Enfuser, MISI, BuzzBack Research, Margaret Mark

SILVER
“Growing the Acquisition Engine” MetLife

* ADVERTISER: MetLife
* AGENCY: Neo@Ogilvy
* MEDIA: Neo@Ogilvy
* RESEARCH: Neo@Ogilvy

FINANCIAL SERVICES

GOLD
“The Green Line” Fidelity Investments

* ADVERTISER: Fidelity Investments
* AGENCY: Arnold Worldwide
* MEDIA: MPG
* RESEARCH: Plan-It Marketing, Synovate, Phoenix Marketing, GfK

SILVER
“Inspiring Success: How Ink from Chase is Making its Mark” Ink from Chase

* ADVERTISER: JP Morgan Chase and Company
* AGENCY: mcgarrybowen
* MEDIA: Zenith Media
* RESEARCH: MaPS, IDEO, Olson Zaltman Associates, Millward Brown, PhaseOne, Gongos

GOVERNMENT+NON-PROFIT+PUBLIC SERVICE

GOLD
“Autism Awareness” Autism Speaks

* ADVERTISER: Autism Speaks
* AGENCY: BBDO
* RESEARCH: Ad Council

SILVER
“Pure Michigan” Michigan

* ADVERTISER: Travel Michigan (State Agency for Tourism)
* AGENCY: McCann Erickson Detroit
* MEDIA: Universal McCann
* RESEARCH: Longwoods International

HEALTH + PERSONAL CARE

GOLD
“Break the Cycle” U by Kotex

* ADVERTISER: Kimberly-Clark
* AGENCY: Organic, Inc.
* MEDIA: Mindshare
* RESEARCH: Marina Maher Communications, Inc., Millward Brown

SILVER
“Magic” Always Infinity

* ADVERTISER: The Procter & Gamble Company
* AGENCY: Leo Burnett
* MEDIA: Starcom MediaVest Group
* RESEARCH: Ipsos ASI, The Nielsen Company

HOUSEHOLD PRODUCTS

GOLD
“Arm & Hammer Secret – Double Trouble” Arm & Hammer Cat Litter

* ADVERTISER: Church & Dwight
* AGENCY: Ferrara & Company
* MEDIA: Maxuz
* RESEARCH: Church & Dwight

SILVER
“Dysfunctional Relationships” Swiffer

* ADVERTISER: The Procter & Gamble Company
* AGENCY: The Kaplan Thaler Group
* MEDIA: Starcom MediaVest Group
* RESEARCH: Ipsos Understanding Unlimited, Ipsos-ASI, Millward Brown

INTERNATIONAL

GOLD
“Diamonds Bride” FOREVERMARK

* ADVERTISER: Forevermark Diamonds Private, Ltd.
* AGENCY: JWT India
* RESEARCH: JWT

SILVER
“Hopenhagen” The United Nations

* ADVERTISER: International Advertising Association
* AGENCY: OgilvyEarth
* MEDIA: Mindshare, MediaEdge, OgilvyNeo
* RESEARCH: OgilvyEarth

MULTICULTURAL

GOLD
“2010 United States Census” The United States Census Bureau

* ADVERTISER: The United States Census Bureau
* AGENCY: Draftfcb
* MEDIA: Draftfcb/Initiative
* RESEARCH: Applied Research and Consulting, LLC, Macro International, Maya Group, Clarion, GlobalHue

SILVER
“Are You Venza?” Toyota Venza

* ADVERTISER: Toyota Corporation
* AGENCY: Burrell
* MEDIA: Burrell
* RESEARCH: Olson Zaltman Associates, Hall & Partners, The Hunter-Miller Group, Black Raspberry Consumer Insights

PACKAGED GOODS

GOLD
“Cadbury Caramilk ‘Key to the Secret’” Cadbury Caramilk

* ADVERTISER: Kraft Confectionery Division
* AGENCY: The Hive
* MEDIA: Jungle
* RESEARCH: Ipsos, Millward Brown

SILVER
“Welcome to Wholesome” CRACKER BARREL

* ADVERTISER: Kraft Canada
* AGENCY: Draftfcb
* MEDIA: MediaVest
* RESEARCH: Hazelton Group, The Nielsen Company, Millward Brown

RETAIL + E-TAIL

GOLD
“Pizza Turnaround” Domino’s Pizza

* ADVERTISER: Domino’s Pizza
* AGENCY: CP+B
* MEDIA: CP+B
* RESEARCH: Northstar Research Partners (Lieberman Research Worldwide), Millward Brown, The Qualitative Research Centre

SILVER
“Search One and Done” KAYAK.com

* ADVERTISER: KAYAK.com
* AGENCY: Goodby, Silverstein & Partners
* MEDIA: Goodby, Silverstein & Partners
* RESEARCH: TNS, Goodby, Silverstein & Partners, Lombardo Consulting

SHOPPER MARKETING

GOLD
“Tasting is Believing” Progresso Ready-to-Serve Soups

* ADVERTISER: Progresso
* AGENCY: Bromley Communications
* RESEARCH: Bromley Communications

SILVER
“Every Canadian Community Wants To Be a ‘KRAFT HOCKEYVILLE’” Kraft Foods

* ADVERTISER: Kraft Canada, Canadian Broadcasting Corporation, National Hockey League, NHL Players Association
* AGENCY: Maclaren Momentum
* MEDIA: MediaVest and Mediaprofile
* RESEARCH: IPSOS Reid Canada, The Nielsen Company

SPORTS + ENTERTAINMENT + MEDIA

GOLD
“Hawaii Five-0/Reboot” CBS Vision

* ADVERTISER: CBS Vision
* MEDIA: OMD
* RESEARCH: The Nielsen Company, CBS Vision, Simulmedia

SILVER
“Launch of ‘Hot in Cleveland’” TV Land

* ADVERTISER: TV Land
* AGENCY: TV Land
* MEDIA: Ingenuity Media Group, Spot on Media Consultants
* RESEARCH: TV Land, Sterling Brands, Insight Research Group, Smith Geiger

###

Contacts:

Heather James
SVP, Chief Marketing Officer
646-465-5727
heather@thearf.org

To request media credentials:

Simone Moyle
ARF Marketing & Communications Director
646-465-5711
simone@thearf.org

Melissa Connerton
CooperKatz & Company for ARF
917-595-3039
mconnerton@cooperkatz.com

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