The ARF 2012 David Ogilvy Awards Categories

ARF David Ogilvy Awards

Research Achievement Awards

Winners are selected from among all Gold category winners. Research 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 Gold category winners.

Research Insights Award
This award honors case histories built around a particularly powerful insight that resulted in an outstanding advertising campaign. Selected from among all Gold 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.


Cars, trucks, motorcycles, gasoline, motor oil, servicing and parts

Beverages + Alcohol
Soda, waters, coffee, beer, wine, spirits

Products and services specifically targeted to business

Consumer Electronics
Products and services specifically targeted to business

Digital & Media
Advances in mobile (ipads + smartphones), HTML newsletters, social media, video games, websites

Fashion + Household
Clothing, eyewear, hosiery, jewelry, perfumes, shoes, furniture, paints, appliances

Financial Services
Credit cards, loans, mutual funds, banking

Government, Public Service, Non Profit
Municipal or state development, lotteries, utilities, public service, messages, political messages

Health + Personal Care
Consumer healthcare/OTC products, first aid, beauty aids, soaps, deodorants

Products and services targeting global markets

Products and services targeting multicultural markets

Packaged Goods
Cereals, frozen foods, canned goods, snacks

Prescription drugs and medical services

Professional Services
Hospitals, HMOs, employment services, legal services, real estate, delivery systems

Restaurants + Others Eateries
Restaurants, fast food, coffee and tea shops, juice bars

Retail + e-Tail
Stores or providers of a specialty line, general merchandise and/or service

Shopper Marketer
Honors outstanding shopper insights to successful shopper marketing initiatives

Sports + Entertainment + Media
Sporting events, teams and goods, films, music, TV shows, news programs, plays, museums, travel, network and cable branding

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