ARF 2017 David Ogilvy Awards

Every year since 1994, the Advertising Research Foundation's (ARF) David Ogilvy Awards celebrates the extraordinary and/or creative use of research in the advertising development processes of research firms, advertising agencies, and advertisers. The Journal of Advertising Research honors the Grand and Gold Ogilvy winners as part of its mission to showcase the finest global thought leadership in the areas of marketing and advertising research.

The 2017 Grand and Gold Award recipients were noted for their accomplishments that included:

  • igniting brand resonance by successfully positioning (or repositioning) brands to speak directly to the consumer/customer with more relevance, strength, and authority across multiple platforms and cultures;
  • helping companies overcome critical challenges to their core brand essence and transform the way they use advertising;
  • optimizing product, campaign, and communication efforts aimed at revitalizing brands and generating new customers, segments, or markets;
  • literally creating new categories of products or services where none existed before;
  • achieving unparalleled bottom-line revenues, sales growth, and brand building.

We offer adapted summaries of selected case studies from Ogilvy Gold Award recipients, including the Grand Award winner, in their winning categories:

"David Ogilvy, the father of modern advertising, started in research, and he never lost sight of the importance of research in inspiring the creative process," Scott McDonald, the ARF's CEO & President, observed. "With these awards, the ARF honors both David Ogilvy and his empirically minded heirs in contemporary advertising."