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The prestigious David Ogilvy Awards for Excellence in Advertising Research are presented annually by The Advertising Research Foundation (ARF). To mark the 15th anniversary of the awards, Robert Barocci, President and CEO of The ARF, today announced a new Multicultural category award.
“Adding the Multicultural category to the David Ogilvy Awards is a natural progression as multicultural research continues to play an important role in advertising,” stated David Burgos, Vice President, Multicultural Practice, Millward Brown, and co-chair of The ARF Multicultural Advertising Council. Burgos has led the initiative with The ARF in an effort to raise awareness of the importance of multicultural marketing and strategy overall. “The addition of this new category reflects the fact that the multicultural segment is one of tremendous growth and purchasing power, and requires targeting strategies and campaign development that work in tandem with the mainstream rather than in silos,” said Burgos.
Joel Rubinson, Chief Research Officer, The ARF, added: “The industry is aware of many outstanding multicultural campaigns that achieve marketplace success. It’s time to acknowledge the creative and research excellence behind these successes. Broader awareness of multicultural marketing will narrow the gap between ethnic and mainstream marketing and lead to better integration of the two over time.”
The ARF Ogilvy Awards celebrate the critical role of consumer research in creating successful advertising. The awards were named after David Ogilvy to recognize his spirited advocacy of the importance of research in making good advertising better. The awards honor the best research-driven campaigns within business categories and the industry.The ARF is now accepting submissions for the 2009 competition. Deadline for submissions is December 16, 2008. The 2009 winners will be honored at the 55th Annual ARF Convention + Expo on March 31st at the David Ogilvy Awards Gala to be held at the Marriott Marquis Hotel in Times Square, New York.
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