If you are reading this before January 10, 2014, then here is still time to submit for the Advertising Research Foundation (ARF) David Ogilvy Awards.
For more than a decade, the ARF David Ogilvy Awards have recognized the critical role of consumer research in the creation of the most successful advertising campaigns. The awards are named after David Ogilvy, in recognition of his passionate advocacy for the role of research in developing strong brands and business results. David Ogilvy was a highly acclaimed advertising executive who cofounded what is known today as Ogilvy & Mather. Over the course of his stellar career, he shared many compelling tales of how insight inspired the brand story and how research enabled marketers to take creative leaps.
The ARF David Ogilvy Awards are bestowed very year at a gala dinner during the ARF Annual Conference. This year’s winners will be honored at the ARF David Ogilvy Awards gala, to be held at the New York Marriot Marquis during the ReThink Annual Convention on 25 March 2014. The advertising industry gathers at this celebrated event to honor those teams that have achieved notable market success through seamless partnership, brilliant insight, and creative that captures. The pinnacle of the event is the announcement of the Grand Ogilvy winner, the most exceptional example amongst the Gold winners chosen in every single category.
According to Gayle Fuguitt, CEO of the ARF, all advertisers, agencies, media and research companies are invited to submit one or more campaigns for consideration. Judges will be selected from all industry disciplines and committed to bestowing the highest honors to the utmost standards of excellence in categories of Consumer Goods; Consumer Services; Pharmaceuticals; Professional Services; Retail and E-Commerce; Restaurants and QSRs; Entertainment and Sports; B2B; Government, Nonprofit and Public Service. In addition to Gold Awards and the Grand Ogilvy, awards are also given for research innovation – the best example of ingenious research, both in terms of methodology and creative value; cross-cultural – the best example of an insight that resonated across multicultural segments; and cross-screen – the best example of an insight that drove the creative across multiple screens.
There are two rounds of judging for the awards, which include initial consideration of each submission and a second consideration of those submissions that make the short list. One Gold Award will be given per category, as long as it achieves the standards of excellence set by the judges. The highest honor, the Grand Ogilvy Award, will be given to the highest scoring Gold winner. Entries are judged on clearly communicated business objective, campaign development and execution; marketing strategy and big idea; quality and creative execution of the driver insight; research contribution to marketplace effectiveness and the business objective and apparent link between the research and campaign results.
To be eligible, submissions must have been in market during the past 24 months.
Says Fuguitt, “It is with great pleasure that the Advertising Research Foundation (ARF) is once again partnering with Microsoft Advertising, our event sponsor, to host the 2014 ARF David Ogilvy Awards. Together we’ll honor the industry’s most inspired examples of ‘research as the creative muse.’ Please allow us to honor your work through your submissions and your participation in this wonderful night.”
Additional information on both the awards and the submission process, visit the ARF, or contact Zena M. Pagán, Leadership Programs Manager with the Advertising Research Foundation by phone at (646.465.5721) or by email at ogilvyawards (at) thearf (dot) org.