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ARF Announces the 2012 ARF David Ogilvy Award Finalists

February 28, 2012

Thirty-three brands vie for top prize; winners to be announced March 27 at the ARF Annual Convention + Insights Zone

FOR IMMEDIATE RELEASE

(New York, NY – February 28, 2012) The ARF has announced the finalists in each category for the 2012 ARF David Ogilvy Awards for Excellence in Advertising Research.  These awards honor advertising research initiatives that were instrumental in developing innovative and outstanding marketing and advertising campaigns.

The winners, along with the top Grand Ogilvy Award, will be announced at the awards dinner, Tuesday, March 27, 2012, as part of Re:think, the ARF Annual Convention + Insights Zone (March 25-28, 2012).

Sponsored by Premier sponsor Microsoft Advertising, and Dinner sponsors Ipsos and Ogilvy & Mather, submissions are provided from Research, Media, Advertiser, and Agency organizations from around the industry, providing a platform for broad recognition of the power of research across constituencies.

“These innovative campaigns reflect the power of research and its ability to elevate campaigns to a new level,” said Bob Barocci, President and CEO of the ARF.  “We are proud to honor the great work of these companies and their dedication to research, and we hope these awards continue to inspire the industry.”

The 2011 winner of the Grand Ogilvy Award was Domino’s Pizza for their “Pizza Turnaround” campaign, along with agency CP+B, and research partners Millward Brown, Northstar Research Partners (Lieberman Research Worldwide) and The Qualitative Research Centre.

The 2012 ARF David Ogilvy Awards Finalists:

Advil “The Right Medicine for the Real Problems”
Ameriprise Financial “Future Campaign”
Audi “Intelligence”
Bank of America “BankAmericard Cash Rewards™ Credit Card”
Budweiser “Anticipation”
CDW “People Who Get it”
Chevrolet Silverado “There’s Life to be Done”
Colorado Technical University “CTU: Are You In?”
Comedy Central “Activating the Awesome, The Comedy Central Brand ‘Refresh’”
COVERGIRL Cosmetics “Take Beautiful Back”
GED Achievement “Take the First Step”
Hunt’s Tomatoes “Hunt’s Crash Kitchen Tour”
IKEA “Style with Substance”
KFC “KFC $10 Sunday Buckets”
Kinect for Xbox 360 “You Are The Controller”
Kit Kat “Break time. Anytime.”
Maker’s Mark “It Is What it Isn’t”
Microsoft “It's a Great Time to be a Family
Milk “Latte Love”
Olay “Smooth Finish Facial Hair Removal Duo”
PACCAR Parts “Communication Targeting Program”
Paramount Pictures “Justin Bieber: Never Say Never”
Rockwell Tools “Rockwell Jawhorse”
Saffron Road and Whole Foods “Halal History in the Making”
Sprint “How Sprint Learned that Customer Love Could Cure their Ills”
Tassimo “The Barcode Brews it Better”
The Coca-Cola Company “Happiness Machine – Where Will Happiness Strike Again?”
UCB “MY RA FIT KIT DRTV”
United States Postal Service (USPS) “Your Other Address”
U.S. Marine Corps “Where I’m From”
Verizon FiOS “Enciéndete FiOS”
Vicks DayQuil and Vicks NyQuil “In the NFL, there are no sick days”
Xerox “Ready for Real Business”

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 helps 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. The ARF is celebrating its 76th 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.

Media Contact:
Leslie Hutchings
Marketing & Communications Director
646.465.5782
Leslie@thearf.org

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