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The Advertising Research Foundation (ARF) Announces the 2012 ARF David Ogilvy Award Winners

April 2, 2012

Vicks DayQuil and Vicks NyQuil take top prize; awards presented in seventeen business categories


(New York, NY – April 2, 2012) The ARF has announced the winners of 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.

Seventeen category winners were celebrated at the March 27 gala, along with three top awards:  Research Innovation, Research Achievement, and the top prize, the Grand Ogilvy Award.

Sponsored by Premier sponsor Microsoft Advertising, and Dinner sponsors Ipsos and Ogilvy & Mather, submissions for the 2012 awards were provided by 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.”

2012 ARF David Ogilvy Awards Winners:

Grand Ogilvy Award Winner:
Vicks DayQuil and Vicks NyQuil: “In the NFL, there are no sick days.”
Research:  Ipsos ASI, Nielsen, Ipsos UU, Arc, Forrester, MarketTools
Agency:  Publicis, Devries, Arc, Riber Sports Marketing
Media:  Starcom MediaVest Group

Research Achievement Ogilvy Award Winner:
Verizon FIOS:  “Enciéndete FIOS”
Research:  Ebony Marketing Research, Synovate, Forrester, Qualvu
Agency:  Lopez Negrete Communications
Media:  Lopez Negrete Communications, Zenith, ID Media, R/GA

Research Innovation Ogilvy Award Winner:
Chevrolet Silverado:  “There’s Life to be Done”
Research:  Ilsa Hazelwood, TNS, GfK, General Motors, Goodby, Silverstein & Partners, Maritz Research
Agency:  Goodby, Silverstein & Partners
Media:  Starcom MediaVest Group

The full list of Gold and Silver winners in each of the seventeen business categories is located on the ARF website:


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

Media Contact:
Leslie Hutchings
Marketing & Communications Director



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