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2009 ARF David Ogilvy Awards Winners: Cheetos, NBA and Obama for America

January 1, 2009

Ogilvy Awards Winners
Stephen Kim, Chair for ARF Board of Directors, Grand Ogilvy Winners Cheetos Team (Tyler Reeves, Brand Manager, Dips; Padmini Sharma, Group Manager, Strategic Insights; Dorothy Jones, South Division Marketing Director; and Marissa Jarratt, Brand Manager, Cheetos) and Robert Barocci, President & CEO ARF

The ARF congratulates the 2009 Winners of The ARF David Ogilvy Awards sponsored by Microsoft Advertising. Cheetos “The Orange Underground” was honored as the Grand Ogilvy Award winner. The NBA’s “Where Amazing Happens” received the Research Innovation Award for demonstrating a new research approach resulting in outstanding advertising. Obama for America’s “Obama for President” demonstrated exceptional success solving a critical business challenge to be recognized with the Research Achievement Award.

Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards recognize the role of consumer research in creating successful advertising.   Each winning campaign showcased how facts create inspiration. The criteria for the awards are based upon the application of research in four creative marketing elements: strategy development, creative development and refinement, the direction of media exposure, and demonstration of marketplace effectiveness.

The ARF 2009 David Ogilvy Awards Winners

Industry Awards

GRAND OGILVY AWARD

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

RESEARCH INNOVATION

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

RESEARCH ACHIEVEMENT

“Obama for President” Obama for America
ADVERTISER: Obama for America
MEDIA: Obama Media Team-AKPD Message & Media; GMMB
RESEARCH: Benenson Strategy Group, Harstad Research, David Binder Research, Brilliant Corners

Category Awards

Gold and silver winners in each business category are:

AUTOMOTIVE

GOLD

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

SILVER

“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

GOLD

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

SILVER

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

BUSINESS-TO-BUSINESS

GOLD

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

SILVER

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

FINANCIAL SERVICES

GOLD

“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

SILVER

“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

GOLD

“Obama for President” Obama for America
ADVERTISER: Obama for America
MEDIA: Obama Media Team-AKPD Message & Media; GMMB
RESEARCH: Benenson Strategy Group, Harstad Research, David Binder Research, Brilliant Corners

SILVER

“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

HEALTH CARE

GOLD

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

SILVER

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

HEALTH + PUBLIC SERVICE

GOLD

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

SILVER

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

INTERNATIONAL

GOLD

“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

SILVER

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

MULTICULTURAL: BANKING+INSURANCE

GOLD

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

SILVER

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

MULTICULTURAL: CONSUMER+HEALTH

GOLD

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

SILVER

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

PACKAGED GOODS

GOLD

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

SILVER

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

PERSONAL CARE

GOLD

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

SILVER

“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

GOLD

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

SILVER

“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

GOLD

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

SILVER

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

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