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INDUSTRY CATEGORIES

Campaigns entered into these categories will be considered for a Gold, Silver or Bronze ARF David Ogilvy Award. Campaigns can be entered into a maximum of two award categories. If you don’t see your category represented here or are not sure which category to submit to, reach out to davidogilvyawards@thearf.org.

AUTOMATIVE

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

FASHION, BEAUTY & HOME

Clothing, eyewear, hosiery, shoes, jewelry, perfumes, cosmetics, furniture, paints, home appliances, cleaning supplies 

FOOD & BEVERAGES

Fresh, packaged, and frozen foods (fruits, vegetables, coffee/tea, meats, cheeses, cereals, canned goods, snacks, etc.), soda, water, juice, beer, wine, spirits


GOVERNMENT, PUBLIC SERVICE & NON-PROFIT

Municipal or state development, lotteries, utilities, public service messages, political messages

MULTICULTURAL

Products and services targeting multicultural audiences/consumers

PROFESSIONAL SERVICES

Real estate companies, law firms and legal services, clinics, delivery services (UPS, FedEx, USPS, DHL



SPORTS, MEDIA & ENTERTAINMENT

Sporting events, teams and merchandise, films, music, TV shows, news programs, theater, museums, network, cable, and streaming platform branding

BUSINESS-TO-BUSINESS

Products and services that are exchanged or targeted from one business to another

FINANCIAL SERVICES & INSURANCE

Credit cards, loans, mutual funds, banking, additional financial services

ELECTRONICS & TECH

Telephone, internet, and cellular companies, services and/or platforms, phones, tablets, social media, apps, video games, websites, VR/AR devices, sound systems, voice-enabled tech, wearable tech

HEALTH & PERSONAL CARE

Consumer healthcare/OTC products, first aid, skin and hair products, soap, deodorant


PHARMACEUTICALS

Drugs and medical devices prescribed by a licensed professional

RETAIL & RESTAURANTS

Brick and mortar and/or online stores selling apparel, specialty products, general merchandise and/or services + restaurants including, fast food, casual dining, white tablecloth, coffee shops, and juice bars (any restaurant establishment may enter)

TRAVEL

Airlines, transit, hotels, rental services (i.e., Airbnb, HomeAway)

SPOTLIGHT CATEGORIES

In addition to the industry vertical categories, Spotlight Categories honor the latest trends in the industry, including increasing awareness of social issues, consumer experiences, and data-driven campaigns. The awards follow the same criteria as the industry verticals, however only Gold and Silver distinctions are awarded in these categories.

BEST BRAND TRANSFORMATION

Most brands follow a standard lifecycle trajectory: high growth, maturity, level-off or decline. Exceptional campaigns break that model and reverse flat or declining sales. The Best Brand Transformation Award honors a campaign that used insights to reverse a downward trend or to chart a new course that reinvented the brand image, created new cultural relevance, or drove growth in an unexpected direction.

BEST CONSUMER EXPERIENCE

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel” (Maya Angelou). Brands are banking on this wisdom and investing more of their marketing budgets into immersive experiences that create meaningful connections with consumers. The Best Consumer Experience Award honors a campaign that compellingly featured the power of experience. A winning campaign could represent either a blended project – showing a mix of brand and consumer experience work – only solely consumer experience work.

BEST NEW OR EMERGING BRAND

Communicating the merits of a new or emerging brand can be daunting, whether differentiating from an existing category or establishing a foothold in a new category. The Best New or Emerging Brand Award honors a campaign that used insights to break out among a cluttered industry category or established themselves as a stand-alone brand.

DATA INNOVATION

An abundance of data is meaningless if it does not power captivating creative campaigns. Data can create connected experiences vs. discrete touchpoints and help creative teams deliver passions and interests that align to targeted audiences. The Data Innovation Award honors a campaign that utilized innovative techniques to gather new and/or mine existing data, resulting in an actionable insight.

SOCIAL RESPONSIBILITY

Changing attitudes and behavior is not just for “selling” products—it can lead to healthier lives, educate, or improve entire communities and lend a helping hand to make the world a better place. The Social Responsibility Award honors a campaign that used consumer insights to motivate messages of positive change or brought awareness to global or environmental needs. This award recognizes both branded efforts with a social or brand efficacy message (“brand purpose” campaigns) and/or work on behalf of non-profit or charitable organizations and institutions.

Sponsors

SPONSORSHIP & QUESTIONS

Looking to sponsor the ARF David Ogilvy Awards or Creative Measurement Event? Reach out to sponsorship@thearf.org.

Any additional questions? Reach out to davidogilvyawards@thearf.org.

IMPORTANT DATES

March 7 – Entry Period Opens 
June 7 – Entry Period Closes 
June-July – Jury Review 
August – Finalists Announced 
September 26 – Creative Effectiveness conference and Awards Ceremony at Tribeca Rooftop in NYC.

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