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Increased Entries in The ARF 2009 David Ogilvy Awards - Strong Multicultural Marketing Success

March 5, 2009

New York, NY – March 5, 2009

The ARF announced its finalists for the 2009 ARF David Ogilvy Awards today.  The program received a 41% increase in entries over last year. 

“We believe that this is simply a reflection of the critical importance in times like these of the success that can be achieved when intelligent, reliable research drives the marketing process, “ said Robert Barocci, President and CEO.

The new Multicultural Category was well represented with a number of outstanding entries as evident by the crossover of finalists into business categories such as Automotive and Healthcare. 

Named after advertising legend David Ogilvy, these awards annually recognize his spirited advocacy of research in making good advertising better.  The prestigious awards are sponsored by Microsoft Advertising. 

Winners for each business category and the industry level awards – Research Achievement, Research Innovation and the prestigious Grand Ogilvy Award will be announced on March 31st at The ARF David Ogilvy Awards (March 31st 6:30pm) during Re: Think 2009, The ARF 55th Annual Convention + Expo (3/30-4/1, Marriott Marquis, New York). 

The event will honor the finalists who have used facts to create inspiration and offer powerful scalable lessons to the attendees.  Over the years, there have been more than 200 finalists representing the world’s most creative advertisers, research companies and advertising agencies.

For more information on the 2009 ARF David Ogilvy Awards, please visit www.thearf.org/assets/ogilvy-09.

2009 David Ogilvy Award Finalists

AUTOMOTIVE

“Putting Old Luxury on Notice” Audi
ADVERTISER: Audi of America
AGENCY: Venables Bell & Partners
MEDIA: MediaCom
RESEARCH: GfK, TNS, Nielsen Buzz Metrics

“If Looks Could Kill” Toyota Motor Sales, U.S.A., Inc.
ADVERTISER: Toyota Motor Sales, U.S.A., Inc.
AGENCY: Burrell Communications
MEDIA: Burrell Communications
RESEARCH: Research Explorers, Icrossing, Hall & Partners

BEVERAGES+ALCOHOL

“Damn Right” Canadian Club Whisky
ADVERTISER: Beam Global Spirits & Wine, Inc.
AGENCY: Energy BBDO
MEDIA: Zenith Media
RESEARCH:

“Postcards” Nabob
ADVERTISER: Kraft Canada
AGENCY: DDB
MEDIA: Media Vest
RESEARCH: Nielsen BASES, GfK Arbor, Dine Associates, The Hartman Group, Ipsos ASI

BUSINESS-TO-BUSINESS

“Meet the Affluencers” Bravo
ADVERTISER: Bravo
RESEARCH: Liberman Research Worldwide, Sterling Brands, Mediamark Research, Millward Brown/Greenfield Consulting Group

“New Day New Office” Microsoft Office 2007
ADVERTISER: Microsoft Corporation
AGENCY: McCann-Erickson
MEDIA: Universal McCann
RESEARCH: Hall & Partners, Atlas, Market-Bridge, MetrixLab, comScore

FINANCIAL SERVICES

“Opportunities for All” Bank of America
ADVERTISER: Bank of America
AGENCY: BBDO, Organic, TPN,
MEDIA: Starcom Worldwide
RESEARCH: Harris Interactive, GfK Brand and Communications, Luntz Maslansky Strategic Research, Ipsos Understanding Unlimited, Ninah Consulting

“Visa CSI 4” Visa
ADVERTISER: Visa
AGENCY: AKQA
MEDIA: OMD
RESEARCH: Nielsen Media Research (sample, hosting, data collection) and OMD Custom Research & Insights (questionnaire design, analysis, and insight)

GOVERNMENT+NON-pROFIT

“Another Reason, I LOVE NEW YORK” I Love New York
ADVERTISER: I Love New York
AGENCY: Saatchi & Saatchi
MEDIA: Saatchi & Saatchi
RESEARCH: Hall & Partners, PlannerZone, Goldmine Research

“Obama for President” Obama for America
ADVERTISER: Obama for America
MEDIA: Obama Media Team-AKPO Messey & Media; GMM B
RESEARCH: Benenson Strategy Group, Harstead Research, David Binder Research, Brilliant Corners

HEALTH CARE

”Fashionable Fiber” Benefiber
ADVERTISER: Novartis OTC
AGENCY: Euro RSCG
MEDIA: Mindshare
RESEARCH: Cotton Consulting LLC, MSW Research

¿Cómo Estás? Evercare
ADVERTISER: Ovations/Evercare
AGENCY: Bromley Communications
MEDIA: Bromley Communications
RESEARCH: Bromley Communications/Culturati Research

HEALTH+PUBLIC SERVICE

“EX®: Re-Learn Life Without Cigarettes” Ex®
ADVERTISER: American Legacy Foundation®
AGENCY: GSD&M Idea City
MEDIA: PHD
RESEARCH: Pursuit, Egg Strategy, Millward Brown

“Spike TV True Dads”
ADVERTISER: Spike TV
RESEARCH: Insight Research Group, Greenfield Consulting Group

INTERNATIONAL

“Dove Campaign for Real Beauty” Dove
ADVERTISER: Unilever
AGENCY: Ogilvy Advertising
MEDIA: Mindshare
RESEARCH: Millward Brown

“The Longer Term Effects of Seatbelts’ Advertising 2001-2007” Road Safety - Seatbelts
ADVERTISER: Department of Environment (NI), Road Safety Authority (ROI)
AGENCY: Lyle Bailie International Limited
RESEARCH: Millward Brown Ulster

MULTICULTURAL: BANKING+INSURANCE

“MiAllstate.com” Allstate Insurance Company
ADVERTISER: Allstate Insurance Company
AGENCY: Captura Group

“Hacia Adelante” Bank of America
ADVERTISER: Bank of America
AGENCY: Lopez Negrete Communications
MEDIA: Tapestry
RESEARCH: TNS (2006/2007), Harris Interactive

MULTICULTURAL: CONSUMER+HEALTH

“Toma Leche/California Milk Processor Board” Bruja
ADVERTISER: California Milk Processor Board
AGENCY: Grupo Gallegos
MEDIA: Grupo Gallegos
RESEARCH: MOLA Market Research, New American Dimensions, NovaQuant

“Best of Both Worlds” Honey Nut Cheerios
ADVERTISER: General Mills, Inc.
AGENCY: Bromley Communications
MEDIA: Bromley Communications
RESEARCH: IFC Research Ltd.

PACKAGED GOODS

”The Orange Underground” Cheetos
ADVERTISER: Frito-Lay
AGENCY: Goodby, Silverstein & Partners
MEDIA: OMD
RESEARCH: OZA, NeuroFocus, Christopher Noxon, Ipsos ASI, Sensory Logic

“Open for Fun” RITZ CRACKERS
ADVERTISER: Kraft Foods
AGENCY: Euro RSCG Worldwide
MEDIA: MediaVest, Digitas
DIGITAL: Razorfish
RESEARCH: Razorfish

PERSONAL CARE

“Next BIG Thing – Lashblast Mascara” CoverGirl Cosmetics
ADVERTISER: Procter & Gamble
AGENCY: Grey Worldwide
MEDIA: Starcom MediaVest Group
RESEARCH: TNS Global, IPSOS ASI

“Couples Campaign” K-Y® YOURS+MINE™
ADVERTISER: Johnson & Johnson
AGENCY: Mother New York
MEDIA: Universal McCann J3
RESEARCH: Ipsos-ASI, VS Research, TNS, PRS, New Solutions

RETAIL+E-tail

“Continental Airlines Strategic Online Optimization” Continental Airlines
ADVERTISER: Continental Airlines
AGENCY: Kaplan Thaler Group
MEDIA: MediaVest
RESEARCH: MediaVest

“Walmart’s Earth Month 2008” Walmart
ADVERTISER: Walmart
AGENCY: The Martin Agency
MEDIA: MediaVest
RESEARCH: Dr. David Whitlark of Brigham Young University, Knowledge Networks, the ARS Group

SPORTS+ENTERTAINMENT+MEDIA

“Where Amazing Happens” National Basketball Association (NBA)
ADVERTISER: National Basketball Association (NBA)
AGENCY: Goodby, Silverstein & Partners
RESEARCH: MotiveQuest, MarketTools, VisionCritical

“In Plain Sight” USA Network
ADVERTISER: USA Network
AGENCY: USA Network
MEDIA: Fallon
Research Firms: USA Network, Research Results, OTX


Media Contact
Advertising Research Foundation 
Barry Schwartz
212-677-8700 Ext 18
barry@schwartzpr.com

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