The ARF 2010 Ogilvy Awards Winners and Case Studies
 

The ARF 2010 Ogilvy Awards Winners and Case Studies

David Ogilvy Awards
Paul Serrila of Campbell-Ewald, Dave Lockwood of Campbell-Ewald, Greg Whiteman of USPS and Mark Schoeman of Colography.

David Ogilvy Awards
More Ogily Awards photos on Flickr »

The ARF congratulates the 2010 winners The ARF David Ogilvy awards sponsored by Microsoft Advertising.

INDUSTRY AWARDS

Grand Ogilvy Award Winner
Priority Mail Flat Rate Box “A Simpler Way to Ship” – United States Postal Service
ADVERTISER: United States Postal Service
AGENCY: Campbell-Ewald
MEDIA: Campbell-Ewald
RESEARCH: Optimization Group, Millward Brown, Colography, Consumer Insights, Davie Brown
Download case study »

Research Achievement Winner
Reinvention "Chapter 1" – General Motors Company
ADVERTISER: General Motors
AGENCY: Deutsch Inc.
MEDIA: Starcom
RESEARCH: Harris Interactive, TNS, The Research House
Download case study »

Research Innovation Winner
The Morris Code: Decoding finance for Students – Bank of America
ADVERTISER: Bank of America
AGENCY: BBDO, Organic, GMR, TPN
MEDIA: Starcom
RESEARCH: Communispace, Ipsos
Download case study »

AUTOMOTIVE

GOLD
Reinvention "Chapter 1" – General Motors Company

ADVERTISER: General Motors
AGENCY: Deutsch Inc.
MEDIA: Starcom
RESEARCH: Harris Interactive, TNS, The Research House
Download case study »

SILVER
Cars.com - Plan B Not Required – Cars.com

ADVERTISER: Cars.com
AGENCY: DDB Chicago
MEDIA: Prometheus
RESEARCH: Ethnographic Research Inc, Greenfield Consulting Group, Millward Brown, Hall & Partners, Luntz, Maslansky Strategic Research
Download case study »

BEVERAGES

GOLD
Brew Some Good - Maxwell House

ADVERTISER: Kraft Canada Inc
AGENCY: Ogilvy
MEDIA: Media Vest
RESEARCH: GFK, Arbor
Download case study »

SILVER
White Gold - got milk? - California Milk Processors Board

ADVERTISER: California Milk Processors Board
AGENCY: Goodby, Silverstein & Partners
MEDIA: Goodby, Silverstein & Partners
RESEARCH: NovaQuant, MarketTools
Download case study »

BUSINESS-TO-BUSINESS

GOLD
Priority Mail Flat Rate Box “A Simpler Way to Ship” – United States Postal Service

ADVERTISER: United States Postal Service
AGENCY: Campbell-Ewald
MEDIA: Campbell-Ewald
RESEARCH: Optimization Group, Millward Brown, Colography, Consumer Insights, Davie Brown
Download case study »

SILVER
Business On Main - Sprint

ADVERTISER: Sprint
MEDIA: Mindshare, Microsoft
Download case study »

CONSUMER ELECTRONICS

GOLD
Sponsors of Tomorrow – INTEL

ADVERTISER: Intel
AGENCY: Venables Bell & Partners
MEDIA: OMD
RESEARCH: Market Tools, Millward Brown, Nielsen
Download case study »

SILVER
Introducing the world’s first Web-connected home printer - HP Photosmart

ADVERTISER: Hewlett-Packard
AGENCY: Goodby, Silverstein & Partners, BBDO, Tracy Locke
MEDIA: Omnicom Media Group
RESEARCH: Millward Brown, Flamingo International
Download case study »

FINANCIAL SERVICES

GOLD
The Morris Code: Decoding finance for Students – Bank of America

ADVERTISER: Bank of America
AGENCY: BBDO, Organic, GMR, TPN
MEDIA: Starcom
RESEARCH: Communispace, Ipsos
Download case study »

SILVER
Uncommon Boldness: The Chase Sapphire Story - Chase Sapphire

ADVERTISER: Chase Sapphire
AGENCY: mcgarrybowen
MEDIA: Zenith
RESEARCH: Marketing Analytics Planning System (MaPS), Millward Brown, Sterling Assoc., Olson Zaltman, Psychologics, DynamicLogic, BrainJuicer, PhaseOne
Download case study »

GOVERNMENT / NON-PROFIT / PUBLIC SERVICE

GOLD
Community of Veterans – IAVA (Iraq and Afghanistan Veterans of America)

AGENCY: BBDO NY
MEDIA: Ad Council
RESEARCH: Whitman Insight Strategies
Download case study »

SILVER
The Navy Landed Me Here - US Navy

ADVERTISER: US Navy
AGENCY: GlobalHue
MEDIA: Campbell-Ewald
RESEARCH: GlobalHue
Download case study »

HEALTH / PERSONAL CARE

GOLD
"Does your makeup make you look older " COVERGIRL & OLAY Simply Ageless - COVERGIRL

ADVERTISER: Procter & Gamble
AGENCY: Grey Worldwide
MEDIA: MediaVest
RESEARCH: Ipsos ASI, TNS-NFO, BASES
Download case study »

SILVER
Soap Scum - Unilever: Dove

ADVERTISER: Unilever
AGENCY: Ogilvy and Mather
MEDIA: MindShare, Edlemen, Ryan
RESEARCH: Milward Brown
Download case study »

HOUSEHOLD PRODUCTS

GOLD
Revolutionary Technology - Hefty Odor Block Kitchen Bags

ADVERTISER: Pactiv Corporation
AGENCY: Campbell Mithun
MEDIA: Campbell Mithun
RESEARCH: Millward Brown
Download case study »

SILVER
iPiensalo Bien! - Reynolds Wrap® Aluminum Foil

ADVERTISER: Reynolds Wrap Consumer Products Company
AGENCY: Bromley Communications
MEDIA: Internal
RESEARCH: Encuesta
Download case study »

INTERNATIONAL

GOLD
Don't be a Cancer Chancer - Manchester Versus Cancer Alliance

ADVERTISER: Ashton Leigh and Wigan Primary Care Trust, The Manchester Versus Cancer Alliance
AGENCY: McCann Manchester
MEDIA: Universal McCann Manchester
RESEARCH: Unravel Research & Planning Ltd
Download case study »

SILVER
Morrison's Let's Grow - Morrison's

ADVERTISER: Morrison's Supermarkets
AGENCY: DLKW
MEDIA: Mediaedge:cia
RESEARCH: MEC research
Download case study »

MULTICULTURAL

GOLD
Hispanic Heritage Month - Walmart

ADVERTISER: Walmart
AGENCY: Lopez Negrete Communications
MEDIA: MediaVest
RESEARCH: ARS, AcuPOLL, Global Research Partners, Social Quest, Big Research, Garcia Research
Download case study »

SILVER
Tasting is Believing - Progresso Soups

ADVERTISER: General Mills, Inc.
AGENCY: Bromley Communications
MEDIA: Bromley Communications
RESEARCH: MOLA; Market Tools, Inc.
Download case study »

PACKAGED GOODS

GOLD
Stimulate Your Senses - Wrigley’s 5 Gum

ADVERTISER: Wm. Wrigley Jr. Company
AGENCY: Energy BBDO
MEDIA: Mindshare
RESEARCH: Flamingo International, Jeff Jass Qualitative Research Inc., Ipsos
Download case study »

SILVER
"One of a Kind Hershey's Kisses" - Hershey's Kisses

ADVERTISER: The Hershey Company
AGENCY: Arnold, New York
MEDIA: OMD
RESEARCH: Landis S&I, Theory Research, The Cambridge Group, The Geppetto Group, Millward Brown
Download case study »

RETAIL / E-TAIL

GOLD
Wendy’s Intentrack™ - Winning on Quality - Wendy’s

ADVERTISER: Wendy’s
AGENCY: Kaplan Thaler Group
MEDIA: MediaVest
RESEARCH: MediaVest
Download case study »

SILVER
Winning With Mom During the Great Recession - Walmart

ADVERTISER: Walmart
AGENCY: The Martin Agency; R/GA
MEDIA: MediaVest
RESEARCH: Impact Consumer Research, MaPS, Deep Blue Insight, IHS Global Insight
Download case study »

SHOPPER MARKETING

GOLD
Shopper Seasons - ConAgra

ADVERTISER: ConAgra Foods
AGENCY: RPM Connect, a wholly owned subsidiary of D.L. Ryan Companies, Ltd
RESEARCH: Fusion Marketing Power
Download case study »

SILVER
Coca-Cola 'MOTOR'ing to WIN - Coca-Cola

ADVERTISER: The Coca-Cola Company
AGENCY: Monday, Thailand
MEDIA: Initiative Media, Thailand
RESEARCH: The Nielsen Company
Download case study »

SPORTS / ENTERTAINMENT / MEDIA

GOLD
Bing and Decide: Launch of Microsoft’s First Decision Engine - Microsoft Bing

ADVERTISER: Microsoft
AGENCY: JWT. Razorfish
MEDIA: Universal McCann
RESEARCH: Hall & Partners, Penn Schoen & Berland, Comscore, Market-Bridge
Download case study »

SILVER
we share - PBS KIDS Sprout

ADVERTISER: PBS KIDS Sprout
AGENCY: Red Tettemer
MEDIA: MediaVest
RESEARCH: Harris Interactive; Maureen Craig Consumer Insights & Brand Strategy
Download case study »

TELECOMMUNICATIONS

GOLD
Windows phone 6.5 Launch – Windows® Phone

ADVERTISER: Microsoft Canada
MEDIA: M2 Universal
RESEARCH: Youthography
Download case study »

SILVER
Comcast DoubleClick DFA-Omniture Genesis Integration - Comcast

ADVERTISER: Comcast Corporation
MEDIA: MediaVest
RESEARCH: MediaVest
Download case study »

Overview

2010 David Ogilvy Awards

 

Case Studies
Download When it Works, an analysis of the 2010 ARF Ogilvy Awards case studies.

The best part about winning the Grand Ogilvy, besides the amazing validation of a job well done, was being able to celebrate the victory with the broader team, including agency partners. Too often, we get so caught up in doing, doing, doing that we don't take the time to sit back and acknowledge the incredible labor of love that goes into an Ogilvy-worthy effort.”

Padmini Sharma – Group Manager, Strategic Insights, Frito-Lay
2009 Grand Ogilvy Award Winner

This is a particularly meaningful award for us because utilizing research in order to discover and make insights actionable is at the core of everything we do. This is what makes our work powerful…and, clearly, being the Ogilvy and being the first time the ARF added a Multicultural Category, makes it just that more special.”

Alex López Negrete – President/CEO, Lopez Negrete Communications
2009 Gold Ogilvy Award Winner, Multicultural: Banking & Finance Category
– as quoted in dBusinessNews and Only in Houston

This global Gold celebrates the power of research-led advertising to deliver and prove concrete results in an era of puff and spin. This is about the triumph of hard facts and hard truths.”

David Lyle, Chief Executive of Lyle Bailie
2009 Gold Ogilvy Award Winner, International Category
– as quoted in Business & Leadership

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

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