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The Advertising Research Foundation (ARF) announced last night the winners of the 2009 ARF David Ogilvy Awards for Excellence in Advertising Research, as part of Re:think: The ARF Annual Convention + Expo, being held this week at the Marriot Marquis Hotel in New York City. Over 500 advertising executives were in attendance at the awards ceremony to honor the winners.
The ARF David Ogilvy Awards, sponsored by Microsoft Advertising, awarded the Grand Ogilvy Award to Cheetos for their “The Orange Underground” campaign. Other top honors went to Obama for America, whose “Obama for President” campaign earned the Research Achievement Award, and to the National Basketball Association which garnered the Research Innovation Award for their “Where Amazing Happens” campaign.
“Now more than ever, intelligent research is needed to guide decision making in our businesses, and this evening showcases those who have successfully accomplished this. These powerful campaigns advertising snack foods, national politics, sports and more, illustrate the power of research and the potential opportunities for all of us,” said Bob Barocci, President and CEO, The ARF. “We are proud to honor these achievements.”
The ARF David Ogilvy Awards honor advertising research initiatives that were instrumental in developing outstanding marketing and advertising campaigns that 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.
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