The ARF 2009 David Ogilvy Awards
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2009 David Ogilvy Awards

Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards annually celebrate his spirited advocacy of research in making good advertising better.

MARCH 31, 2009 • Marriott Marquis, New York City

Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards annually celebrate his spirited advocacy of research in making good advertising better.

Re:think 2009
More Ogilvy Awards images on Flickr »

The ARF 2009 David Ogilvy Awards Winners

The ARF congratulates the 2009 Winners of The ARF David Ogilvy Awards sponsored by Microsoft Advertising. Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards recognize the role of consumer research in creating successful advertising. 

Each winning campaign showcased how facts create inspiration. 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.

Industry Awards

GRAND OGILVY AWARD

“The Orange Underground” Cheetos
ADVERTISER: Frito-Lay
AGENCY: Goodby, Silverstein & Partners
MEDIA: OMD
RESEARCH: OZA, NeuroFocus, Christopher Noxon, Ipsos ASI, Sensory Logic
Download Case Study »

RESEARCH INNOVATION

“Where Amazing Happens” National Basketball Association (NBA)
ADVERTISER: National Basketball Association (NBA)
AGENCY: Goodby, Silverstein & Partners
RESEARCH: MotiveQuest, MarketTools, VisionCritical
Download Case Study »

RESEARCH ACHIEVEMENT

“Obama for President” Obama for America
ADVERTISER: Obama for America
MEDIA: Obama Media Team-AKPD Message & Media; GMMB
RESEARCH: Benenson Strategy Group, Harstad Research, David Binder Research, Brilliant Corners
Download Case Study »

Category Awards

Gold and silver winners in each business category are:

AUTOMOTIVE

GOLD

“Putting Old Luxury on Notice” Audi
ADVERTISER: Audi of America
AGENCY: Venables Bell & Partners
MEDIA: MediaCom
RESEARCH: GfK, TNS, Nielsen Buzz Metrics
Download Case Study »

SILVER

“If Looks Could Kill” Toyota Motor Sales, U.S.A., Inc.
ADVERTISER: Toyota Motor Sales, U.S.A., Inc.
AGENCY: Burrell Communications
MEDIA: Burrell Communications
RESEARCH: Research Explorers, Icrossing, Hall & Partners
Download Case Study »

BEVERAGES+ALCOHOL

GOLD

“Postcards” Nabob
ADVERTISER: Kraft Canada
AGENCY: DDB
MEDIA: Media Vest
RESEARCH: Nielsen BASES, GfK Arbor, Dine Associates, The Hartman Group, Ipsos ASI
Download Case Study »

SILVER

“Damn Right” Canadian Club Whisky
ADVERTISER: Beam Global Spirits & Wine, Inc.
AGENCY: Energy BBDO
MEDIA: Zenith Media
Download Case Study »

BUSINESS-TO-BUSINESS

GOLD

“New Day New Office” Microsoft Office 2007
ADVERTISER: Microsoft Corporation
AGENCY: McCann-Erickson
MEDIA: Universal McCann
RESEARCH: Hall & Partners, Atlas, Market-Bridge, MetrixLab, comScore
Download Case Study »

SILVER

“Meet the Affluencers” Bravo
ADVERTISER: Bravo
RESEARCH: Lieberman Research Worldwide, Sterling Brands, Mediamark Research, Millward Brown/Greenfield Consulting Group, Bravo Research Group, The Diamond Group
Download Case Study »

FINANCIAL SERVICES

GOLD

“Opportunities for All” Bank of America
ADVERTISER: Bank of America
AGENCY: BBDO, Organic, TPN,
MEDIA: Starcom Worldwide
RESEARCH: Harris Interactive, GfK Brand and Communications, Luntz Maslansky Strategic Research, Ipsos Understanding Unlimited, Ninah Consulting
Download Case Study »

SILVER

“Visa CSI 4” Visa
ADVERTISER: Visa
AGENCY: AKQA
MEDIA: OMD
RESEARCH: Nielsen Media Research (sample, hosting, data collection) and OMD Custom Research & Insights (questionnaire design, analysis, and insight)
Download Case Study »

GOVERNMENT + NON-PROFIT

GOLD

“Obama for President” Obama for America
ADVERTISER: Obama for America
MEDIA: Obama Media Team-AKPD Message & Media; GMMB
RESEARCH: Benenson Strategy Group, Harstad Research, David Binder Research, Brilliant Corners
Download Case Study »

SILVER

“Another Reason, I LOVE NEW YORK” I Love New York
ADVERTISER: I Love New York
AGENCY: Saatchi & Saatchi
MEDIA: Saatchi & Saatchi
RESEARCH: Hall & Partners, PlannerZone, Goldmine Research
Download Case Study »

HEALTH CARE

GOLD

¿Cómo Estás? Evercare
ADVERTISER: Ovations/Evercare
AGENCY: Bromley Communications
MEDIA: Bromley Communications
RESEARCH: Bromley Communications/Culturati Research
Download Case Study »

SILVER

“Fashionable Fiber” Benefiber
ADVERTISER: Novartis OTC
AGENCY: Euro RSCG
MEDIA: Mindshare
RESEARCH: Cotton Consulting LLC, MSW Research
Download Case Study »

HEALTH + PUBLIC SERVICE

GOLD

“EX®: Re-Learn Life Without Cigarettes” Ex®
ADVERTISER: American Legacy Foundation®
AGENCY: GSD&M Idea City
MEDIA: PHD
RESEARCH: Pursuit, Egg Strategy, Millward Brown
Download Case Study »

SILVER

Spike TV ”True Dads”
ADVERTISER: Spike TV
RESEARCH: Insight Research Group, Greenfield Consulting Group
Download Case Study »

INTERNATIONAL

GOLD

“The Longer Term Effects of Seatbelts’ Advertising 2001-2007” Road Safety - Seatbelts
ADVERTISER: Department of Environment (NI), Road Safety Authority (ROI)
AGENCY: Lyle Bailie International Limited
RESEARCH: Millward Brown Ulster
Download Case Study »

SILVER

“Dove Campaign for Real Beauty” Dove
ADVERTISER: Unilever
AGENCY: Ogilvy Advertising
MEDIA: Mindshare
RESEARCH: Millward Brown
Download Case Study »

MULTICULTURAL: BANKING+INSURANCE

GOLD

“Hacia Adelante!” Bank of America
ADVERTISER: Bank of America
AGENCY: Lopez Negrete Communications
MEDIA: Tapestry
RESEARCH: TNS (2006/2007), Harris Interactive
Download Case Study »

SILVER

“MiAllstate.com” Allstate Insurance Company
ADVERTISER: Allstate Insurance Company
AGENCY: Captura Group
Download Case Study »

MULTICULTURAL: CONSUMER+HEALTH

GOLD

“Best of Both Worlds” Honey Nut Cheerios
ADVERTISER: General Mills, Inc.
AGENCY: Bromley Communications
MEDIA: Bromley Communications
RESEARCH: IFC Research Ltd.
Download Case Study »

SILVER

Toma Leche/California Milk Processor Board “Bruja”
ADVERTISER: California Milk Processor Board
AGENCY: Grupo Gallegos
MEDIA: Grupo Gallegos
RESEARCH: MOLA Market Research, New American Dimensions, NovaQuant
Download Case Study »

PACKAGED GOODS

GOLD

“The Orange Underground” Cheetos
ADVERTISER: Frito-Lay
AGENCY: Goodby, Silverstein & Partners
MEDIA: OMD
RESEARCH: OZA, NeuroFocus, Christopher Noxon, Ipsos ASI, Sensory Logic
Download Case Study »

SILVER

“Open for Fun” RITZ CRACKERS
ADVERTISER: Kraft Foods
AGENCY: Euro RSCG Worldwide
MEDIA: MediaVest, Digitas
DIGITAL: Razorfish
RESEARCH: Razorfish
Download Case Study »

PERSONAL CARE

GOLD

“Next BIG Thing – Lashblast Mascara” CoverGirl Cosmetics
ADVERTISER: Procter & Gamble
AGENCY: Grey Worldwide
MEDIA: MediaVest
RESEARCH: TNS Global, Ipsos ASI
Download Case Study »

SILVER

“Couples Campaign” K-Y® YOURS+MINE®
ADVERTISER: Johnson & Johnson
AGENCY: Mother New York
MEDIA: Universal McCann J3
RESEARCH: Ipsos-ASI, VS Research, TNS, PRS, New Solutions
Download Case Study »

RETAIL + E-tail

GOLD

“Continental Airlines Strategic Online Optimization” Continental Airlines
ADVERTISER: Continental Airlines
AGENCY: Kaplan Thaler Group
MEDIA: MediaVest
RESEARCH: MediaVest
Download Case Study »

SILVER

“Walmart’s Earth Month 2008” Walmart
ADVERTISER: Walmart
AGENCY: The Martin Agency
MEDIA: MediaVest
RESEARCH: Dr. David Whitlark of Brigham Young University, Knowledge Networks, the ARS Group
Download Case Study »

SPORTS+ENTERTAINMENT+MEDIA

GOLD

“Where Amazing Happens” National Basketball Association (NBA)
ADVERTISER: National Basketball Association (NBA)
AGENCY: Goodby, Silverstein & Partners
RESEARCH: MotiveQuest, MarketTools, VisionCritical
Download Case Study »

SILVER

“In Plain Sight” USA Network
ADVERTISER: USA Network
AGENCY: USA Network
MEDIA: Fallon
Research Firms: USA Network, Research Results, OTX
Download Case Study »

About the 2009 Ogilvy Awards

The awards were inspired in 1993 when Coca-Cola sought our help in integrating research into their advertising development process. So successful were the process and results, even the creative agencies embraced it. Thus were born the awards.

Over the years, there have been more than 200 finalists, among them the top advertisers, research companies and advertising agencies in the world. We laud their victories, and look forward to adding our 2008 winners to the coveted list of Ogilvy Award recipients.

The ARF Ogilvy Awards are made possible through the continued sponsorship of Microsoft Advertising. Microsoft supports the ARF David Ogilvy awards as a unique means of generating real learning through the sharing of knowledge.

New in 2009 – Addition of Multicultural Award

The ARF introduces the addition of a Multicultural Category to the 2009 Ogilvy Awards. This award will recognize the best research-driven campaign specifically developed to target a specific ethnic market such as African-American, Asian-American and Hispanic. Spearheaded by David Burgos, VP Multicultural Practice, Millward Brown and co-chair of the ARF Multicultural Advertising Council, this award will highlight to the industry how research contributes to the development of culturally relevant campaigns and how these efforts resonate with their intended audience. Burgos states “Adding the Multicultural category to the David Ogilvy Awards is a natural progression as multicultural research continues to play an important role in advertising. The addition of this new category reflects the fact that the multicultural segment is one of tremendous growth and purchasing power and requires targeting strategies and campaign development that work in tandem with the mainstream rather than in silos”.

Who won in 2008?

All about 2008 Ogilvy Awards »

Overview

2009 Finalists
The ARF congratulates all the 2009 David Ogilvy Award Finalists.
Download list of finalists »

For more information, please contact:
Zena M. Pagán
646.465.5721
OgilvyAwards@thearf.org

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