The ARF 2008 David Ogilvy Awards Categories

The ARF 2008 David Ogilvy Awards Categories

Gold and Silver awards are given to the best two entrants within each category listed below. The number of categories considered for awards may be increased or decreased at the judges’ discretion based on the number and focus of submissions received. If you are unsure which category is appropriate for your case study, please contact the ARF for guidance.

Financial Services: Credit cards, loans, mutual funds, bank accounts

Automotive: Cars, trucks, motorcycles, as well as gasoline, motor oil, servicing and parts

Pharmaceuticals: Prescription drugs and medical devices

Health and Personal Care Products: Consumer healthcare/OTC products, first aid, beauty aids, soaps, deodorants

Consumer Electronics: TVs, radios, DVDs, cameras, stereos, computers

Packaged Goods: Cereals, frozen foods, canned goods, snacks

Beverages: Diet and regular soda, waters, coffee, beer, wine, spirits

Telecommunications: Telephone companies, cellular services, internet access and bundled services

Professional Services: Hospitals, HMOs, employment services, legal services, real estate, package and other delivery systems

Restaurants, Bars and Eateries: Restaurants, fast-food, coffee shops, juice bars

Fashion and Household Furnishings: Clothing, eyewear, hosiery, jewelry, perfumes, shoes, furniture, paints, appliances

Sports, Entertainment and Media: Sporting events and teams, films, music, TV shows, video-games, plays, museums, travel, sporting goods, network and cable branding

Business to Business: Products and services specifically targeted to businesses

Retail/e-tail: Stores or web site providing a specialty line or general merchandise

Governmental, Public Service, Non-profit: Municipal or state development, lotteries, utilities, public service messages, political messages

Business Achievement Awards
Winners are selected from among all category winners. Business Achievement Awards honor exceptional success solving a critical business challenge. The specific awards will be determined based on the submissions received, but could include:

  • Successful launch of a new product or brand
  • Revitalizing or repositioning a flagging brand
  • Establishing a new or growing an existing market
  • Maintaining strong sales with a reduced marketing budget
  • Supporting premium pricing for a brand in a competitive market

Research Innovation Award
This special award recognizes an innovative research approach or novel application of research that results in an outstanding advertising campaign. Selected from among all category winners.

Grand Ogilvy Award
The campaign demonstrating the most successful use of research in the creation of superior advertising that achieves a critical business objective. Selected from among all Gold category-winning campaigns.


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