Feeding research into creative messaging: trends from the 2009 ARF Ogilvy Awards

Trends from the gold and silver-winning 2009 ARF Ogilvy Awards are analysed in this paper. Most of the papers address one of two basic marketing problems and these are the focus of this paper: how to launch new products (Barack Obamas’s campaign for the U.S.

Feeding research into creative messaging: trends from the 2009 ARF Ogilvy Awards

Alex Benady

This paper discusses the winners of the 2009 ARF Ogilvy Awards. To view these papers in full, click here.

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KY intimacy enhancement products enjoy only ten per cent penetration. Latinas in the UStake a very ‘mañana’ approach to healthcare. And 72 per cent of women feel worse about themselves after reading women’s magazines.

It’s an incoherent rag bag of facts, stats, and insights you may think. But the thread that links them is that we know these things...

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