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The Advertising Research Foundation Announces 2011 David Ogilvy Awards Finalists

March 14, 2011

NEW YORK – March 14, 2011

FOR IMMEDIATE RELEASE

Campaigns from Kraft Foods Companies and Procter & Gamble Secure Multiple Spots Across 15 Business Awards Categories; Newcomer Domino’s Pizza in the Running for Retail and E-Tail Category Award

The Advertising Research Foundation (ARF) today announced the finalists for the 2011 David Ogilvy Awards for Excellence in Advertising Research. Twenty-nine advertising campaigns, across 15 business award categories, are in the running to be honored for the best use of research.

Among this year’s finalists are campaigns for several Kraft Foods brands, including Wheat Thins (Kraft Foods, Inc.) in the Digital and Media category, as well as Cadbury Caramilk (Kraft Confectionary Division) and Cracker Barrel (Kraft Canada), both in the Packaged Goods category. Kraft Canada, in conjunction with the Canadian Broadcasting Corporation, National Hockey League and NHL Players Association, also secured a finalist spot in the Shopper Marketing category for the “Every Canadian Community Wants To Be a ‘Kraft Hockeyville’” campaign. The Procter & Gamble Company secured two finalist spots for its Always Infinity brand campaign in the Health and Personal Care category and Swiffer brand campaign in the Household Products category.

Newcomer to the competition, Domino’s Pizza earned a finalist spot in the Retail and E-Tail category for its “Pizza Turnaround” campaign. And 2000 Grand Ogilvy Award winner, the United States Census, returned this year, garnering a finalist position in the Multicultural category.

Started in 1993, the annual David Ogilvy Awards gala honors extraordinary and creative use of research in the development of successful advertising campaigns. The winning campaigns provide an exemplary understanding of how research can be used to create powerful, profitable campaigns.

Entries from research suppliers, ad agencies, media companies and advertisers throughout the world are judged by a panel of industry experts under the ARF’s direction. Category award winners are automatically placed into contention for three special honors: the Research Insights Award, the Research Innovation Award and the Grand Ogilvy Award.

Sponsored by Microsoft Advertising, the ARF 2011 David Ogilvy Awards will take place on Tuesday, March 22, at the Broadway Ballroom at the Marriott Marquis in New York City. The Awards will be presented by another industry legend, Sir Martin Sorrell, CEO, WPP Group USA.

The David Ogilvy Awards gala is part of the ARF’s largest-ever Annual Convention, Re:think 2011 – Managing the Complexity Maze: Insights as the Navigator, which continues the organization’s yearlong 75th Anniversary celebration.

The full list of category award finalists is also available online via the official Re:think 2011 Convention website, rethink.thearf.org.

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 will help 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. In 2011, the ARF will celebrate its 75th 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.

DAVID OGILVY AWARD 2011 FINALISTS

AUTOMOTIVE

“Shock the Sheep” Audi
ADVERTISER: Audi
AGENCY: Venables Bell & Partners
MEDIA: MediaCom
RESEARCH: 7th Sense

“Subaru Owner Love” Subaru of America
ADVERTISER: Subaru of America
AGENCY: Carmichael Lynch
MEDIA: Carmichael Lynch
RESEARCH: Harris Interactive

BEVERAGES

“CoffeeHouse Inspirations Skinny” International Delight
ADVERTISER: International Delight
AGENCY: Horizon Media
MEDIA: Horizon Media
RESEARCH: Vizu Corporation
 
“Keep Playing” The Coca-Cola Company
ADVERTISER: The Coca-Cola Company
AGENCY: Sapient (Miami)
RESEARCH: Millward Brown, bmc

BUSINESS-TO-BUSINESS

“Cloud Power” Microsoft
ADVERTISER: Microsoft Corporation
AGENCY: JWT, Deutsch, Inc.
MEDIA: Universal McCann
RESEARCH: Hall & Partners, Penn, Schoen and Berland Associations

CONSUMER ELECTRONICS

“Posted by AT&T and MTV Networks Music Sites" AT&T
ADVERTISER: AT&T, MTV Networks
AGENCY: BBDO, AT&T
MEDIA: MEC
RESEARCH: Meteor Solutions

“Measuring Online Global Advertising Based on Business Value and Engagement” Intel
ADVERTISER: Intel
MEDIA: OMD

DIGITAL + MEDIA

“Growing the Acquisition Engine” MetLife
ADVERTISER: MetLife
AGENCY: Neo@Ogilvy
MEDIA: Neo@Ogilvy
RESEARCH: Neo@Ogilvy

“Coming Alive with Real Crunch” Wheat Thins
ADVERTISER: Kraft Foods, Inc.
AGENCY: AKQA, The Escape Pod, Momentum Worldwide, Splendid Communications
MEDIA: KRAFT One, MediaVest, Digitas
RESEARCH: The Cambridge Group, Energy Enfuser, MISI, BuzzBack Research, Margaret Mark

FINANCIAL SERVICES

“Inspiring Success: How Ink from Chase is Making its Mark” Ink from Chase
ADVERTISER: JP Morgan Chase and Company
AGENCY: mcgarrybowen
MEDIA: Zenith Media
RESEARCH: MaPS, IDEO, Olson Zaltman Associates, Millward Brown, PhaseOne, Gongos

“The Green Line” Fidelity Investments
ADVERTISER: Fidelity Investments
AGENCY: Arnold Worldwide
MEDIA: MPG
RESEARCH: Plan-It Marketing, Synovate, Phoenix Marketing, GfK

GOVERNMENT + NON-PROFIT + PUBLIC SERVICE

“Autism Awareness” Autism Speaks
ADVERTISER: Ad Council
AGENCY: BBDO
RESEARCH: Ad Council

“Pure Michigan” Michigan
ADVERTISER: Travel Michigan (State Agency for Tourism)
AGENCY: McCann Erickson Detroit
MEDIA: Universal McCann
RESEARCH: Longwoods International

HEALTH + PERSONAL CARE

“Magic” Always Infinity
ADVERTISER: The Procter & Gamble Company
AGENCY: Leo Burnett
MEDIA: Starcom MediaVest Group
RESEARCH: Ipsos ASI, The Nielsen Company
 
“Break the Cycle” U by Kotex
ADVERTISER: Kimberly-Clark
AGENCY: Organic, Inc.
MEDIA: Mindshare
RESEARCH: Marina Maher Communications, Inc., Millward Brown

HOUSEHOLD PRODUCTS

“Arm & Hammer Secret – Double Trouble” ARM & HAMMER Cat Litter
ADVERTISER: Church & Dwight
AGENCY: Ferrara & Company
MEDIA: Maxuz
RESEARCH: Church & Dwight

“Dysfunctional Relationships” Swiffer
ADVERTISER: The Procter & Gamble Company
AGENCY: The Kaplan Thaler Group
MEDIA: Starcom MediaVest Group
RESEARCH: Ipsos Understanding Unlimited, Ipsos ASI

INTERNATIONAL

“FOREVERMARK” Diamonds by DeBeers
ADVERTISER: Diamonds by DeBeers
AGENCY: JWT
RESEARCH: JWT

“Hopenhagen” The United Nations
ADVERTISER: International Advertising Association
AGENCY: OgilvyEarth
MEDIA: Mindshare, MediaEdge, OgilvyNeo,
RESEARCH: OgilvyEarth

MULTICULTURAL

“Are You Venza?” Toyota Venza
ADVERTISER: Toyota Corporation
AGENCY: Burrell
MEDIA: Burrell
RESEARCH: Olson Zaltman Associates, Hall & Partners, The Hunter-Miller Group and Black Raspberry Consumer Insights

“2010 United States Census” The United States Census Bureau
ADVERTISER: The United States Census Bureau
AGENCY: Draftfcb
MEDIA: Draftfcb/Initiative
RESEARCH: Applied Research and Consulting, LLC, Macro International, Maya Group, Clarion, GlobalHue

PACKAGED GOODS

“Cadbury Caramilk 'Key to the Secret'” Cadbury Caramilk
ADVERTISER: KRAFT Confectionery Division (Cadbury)
AGENCY: The Hive
MEDIA: Jungle
RESEARCH: Ipsos, Millward Brown

“Welcome to Wholesome” CRACKER BARREL
ADVERTISER: Kraft Canada
AGENCY: Draftfcb
MEDIA: MediaVest
RESEARCH: Hazelton Group, The Nielsen Company, Millward Brown

RETAIL + E-TAIL

“Pizza Turnaround” Domino’s Pizza
ADVERTISER: Domino’s Pizza
AGENCY: CP+B
MEDIA: CP+B
RESEARCH: Northstar Research Partners, Lieberman Research Worldwide, Millward Brown, The Qualitative Research Centre

“Search One and Done” KAYAK.com
ADVERTISER: KAYAK.com
AGENCY: Goodby, Silverstein & Partners
MEDIA: Goodby, Silverstein & Partners
RESEARCH: TNS, Goodby, Silverstein & Partners, Lombardo Consulting

SHOPPER MARKETING

“EVERY CANADIAN COMMUNITY WANTS TO BE A ‘KRAFT HOCKEYVILLE’” Kraft Foods
ADVERTISER: Kraft Canada, Canadian Broadcasting Corporation, National Hockey League, NHL Players Association
AGENCY: Maclaren Momentum
MEDIA: MediaVest and Mediaprofile
RESEARCH: IPSOS Reid Canada, The Nielsen Company

“Tasting is Believing” Progresso Ready-to-Serve Soups
ADVERTISER: Progresso
AGENCY: Bromley Communications
RESEARCH: Bromley Communications

SPORTS + ENTERTAINMENT + MEDIA

“Hawaii Five-0/Reboot” CBS  Vision
ADVERTISER: CBS Vision
MEDIA: OMD
RESEARCH: The Nielsen Company, CBS Vision, Simulmedia

“Launch of ‘Hot in Cleveland’” TV Land
ADVERTISER: TV Land
AGENCY: TV Land
MEDIA: Ingenuity Media Group, Spot On Media Consultants
RESEARCH: TV Land, Sterling Brands, Insight Research Group, Smith Geiger

###

Contacts:

Heather James
SVP, Chief Marketing Officer
646-465-5727
heather@thearf.org

To request media credentials:

Simone Moyle
ARF Marketing & Communications Director
646-465-5711
simone@thearf.org

Melissa Connerton
CooperKatz & Company for ARF
917-595-3039
mconnerton@cooperkatz.com

Visit the Re:think site at http://rethink.thearf.org

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