The ARF 2008 David Ogilvy Awards Winners
 

The ARF 2008 David Ogilvy Awards Winners

Ameriprise Financial Takes Top Prize for “Dreams Don’t Retire” Campaign

The Advertising Research Foundation (ARF) announced the recipients of the 2008 ARF Ogilvy Awards for Excellence in Advertising Research, as part of its annual Re:think conference and exhibition, which was held March 31 - April 2, 2008 at the Marriot Marquis Hotel in New York City. Over 500 advertising executives gathered for a black-tie gala to honor the winners.

The ARF Ogilvy Awards, sponsored by Microsoft Digital Advertising Solutions, awarded Ameriprise Financial the Grand Ogilvy Award for their “Dreams Don’t Retire” campaign. Other industry awards included the Business Achievement Award for New Product Launch, which went to Journey Diamond Jewelry for its “With Every Step Love Grows” campaign. Additionally, the Business Achievement Award for Brand Repositioning went to Wal-Mart for its “Save money. Live better” campaign.

"This year's Ogilvy winners will make research people feel very proud," said Bob
Barocci, President and CEO of The ARF. "The case histories are outstanding successes which would not have been possible without the insightful and creative research contributions which the award celebrates."

The ARF Ogilvy Awards honor advertising research initiatives that were instrumental in developing outstanding marketing and advertising campaigns and achieved marketplace success. 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.

Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards annually celebrate his spirited advocacy of research in making good advertising better. “The awards were inspired in 1993 when Coca-Cola sought our help in integrating research into their advertising development process,” added Barocci. “So successful were the process and results, even the creative agencies embraced it. Thus were born the awards.”

INDUSTRY AWARDS

GRAND OGILVY AWARD

Dreams Don’t Retire

Advertiser: Ameriprise Financial
Agency: Saatchi & Saatchi NY
Media: MindShare
Research: Earl Wilcox, Phoenix Marketing International Inc., PlannerZone
pdf Download case study »

BUSINESS ACHIEVEMENT AWARD: NEW PRODUCT LAUNCH

With Every Step Love Grows

Advertiser: Diamond Trading Company
Agency: JWT, NY
Media: MindShare
pdf Download case study »

BUSINESS ACHIEVEMENT AWARD: BRAND REPOSITIONING

Save Money. Live Better

Advertiser: Wal-Mart
Agencies: IW Group, Lopez Negrete, The Martin Agency, Global Hue
Research: Ameritest, Apollo Project, Arbitron, ARSgroup, Impact Consumer Research, Knowledge Networks, Media Vest, Millward Brown, Nielsen, OTX
pdf Download case study »

CATEGORY AWARDS

Gold and silver winners in each business category are:

Automotive

GOLD: Lincoln, “Dreams
Advertiser: Lincoln Brand, Ford Motor Co.
Agency: Team Y&R, Wunderman
Research: Group M/Mediaedge: cia
pdf Download case study »

SILVER: Goodyear, “Get There
Advertiser: The Goodyear Tire & Rubber Company
Agencies: Hitchcock Fleming & Associates, Inc.; McCann Erickson NY
Media: MPG
Research: Millward Brown, Pieros Research Consultancy, Sensory Logic
pdf Download case study »

Business to Business

GOLD: Hewlett Packard, “HP Blade Systems Server
Advertiser: Hewlett Packard
Agency: Publicis West, Draft FCB
Media: Zenith-Optimedia, Draft FCB
Research: Ipsos-ASI, Millward Brown
pdf Download case study »

SILVER: Microsoft, “Why Risk it?”
Advertiser: Microsoft Corp.
Agency: McCann Erickson
Media: Universal McCann
Research: Hall & Partners
pdf Download case study »

Financial Services

GOLD: Ameriprise Financial, “Dreams Don’t Retire
Advertiser: Ameriprise Financial
Agency: Saatchi & Saatchi NY
Media: MindShare
Research: Earl Wilcox, Phoenix Marketing International Inc., PlannerZone
pdf Download case study »

SILVER: TD Ameritrade, “The Independent Spirit
Advertiser: TD Ameritrade
Agency: Ogilvy 
Media: MediaEdge
Research: Communispace, Forrester, OmSurvey, Phoenix Investment Services, Q Scores
pdf Download case study »

Government, Public Service, Non-Profit

GOLD: Oregon’s Mt. Hood Territory, “Got Company Coming?”
Advertiser: Clackamas County Tourism & Cultural Affairs
Agency: Turtledove Clemens
Media: Turtledove Clemens
Research: BN Research
pdf Download case study »

SILVER: American Iron and Steel Institute, “The New Steel – Inside the Beltway Campaign
Advertiser: American Iron and Steel Institute
Agency: Blue Worldwide
Research: Harris Interactive
pdf Download case study »

Health & Personal Care

GOLD: ARM & HAMMER, “Secret
Advertiser: Church & Dwight
Agency: Ferrara & Company
Media: Maxus 
PR: Edelman Public Relations
Research: Ipsos-ASI, Millward Brown, Nielsen
pdf Download case study »

SILVER: BAND-AID Brand Adhesive Bandages, “Friend
Advertiser: Johnson & Johnson Consumer Products Co.
Agency: McCann Erickson WorldGroup
Media: McCann Universal
Research: Ipsos-ASI, IFX, IRI
pdf Download case study »

Packaged Goods

GOLD: Hostess 100 Calorie Packs, “Real Cake
Advertiser: Interstate Brands  
Agency: Bernstein-Rein Advertising, Inc.
Research: BASES, Bernstein-Rein, Harman-Atchison Research, IRI, Millward Brown
pdf Download case study »

SILVER: SunChips, “Small Steps
Advertiser: Frito-Lay
Agency: Grip Limited, Juniper Park
Media: OMD
Research: Ameritest, Directions Research, Iconoculture, Ipsos-ASI, NeuroFocus Inc., Olson Zaltman Associates, Research International
pdf Download case study »

Redefining Markets

GOLD: Journey Diamond Jewelry, “With Every Step, Love Grows
Advertiser: Diamond Trading Company
Agency: JWT, NY
Media: MindShare
pdf Download case study »

SILVER: HP IPG, “What Do You Have To Say?”
Advertiser: Hewlett Packard
Agency: Goodby, Silverstein & Partners
Media: Zenith Optimedia
Research: Goodby, Millward Brown, Silverstein & Partners
pdf Download case study »

Retail/E-Tail

GOLD: Wal-Mart, “Save money. Live better.”
Advertiser: Wal-Mart
Agencies: IW Group, Lopez Negrete, The Martin Agency, Global Hue
Research: Ameritest, Apollo Project, Arbitron, ARSgroup, Impact Consumer Research, Knowledge Networks, Media Vest, Millward Brown, Nielsen, OTX
pdf Download case study »

SILVER: Digital Direct, “Integrating Technology in a Price Driven Market
Advertiser: Digital Direct
Media: Steak Media
pdf Download case study »

Sports, Entertainment, and Media

GOLD: Sci Fi Channel, “Sci Fi Channel Tin Man Mini-Series
Advertiser: NBC Universal, Sci Fi Channel
Agency: Sci Fi (International Agency)
Media: Fallon 
Research: McCaffery Interactive Insights, Inc.; OTX; Research Results; Robert A. Brilliant, Inc.; Sci Fi Channel
pdf Download case study »

SILVER: Monster, “Monster Works For Me

Advertiser: Monster Worldwide
Agency: Brand Content
Media: Deutsch
Research: Deutsch, Dynamic Logic, Ipsos-ASI
pdf Download case study »

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