Where Marketing Art Meets Marketing Science: The Best-in-Show Winners of the 2012 ARF's David Ogilvy Awards

This article highlights the best case studies from the 2012 ARF David Ogilvy Awards, including campaigns for Vicks DayQuil and Vicks NyQuil, Verizon FiOS and Chevrolet Silverado.

Where Marketing Art Meets Marketing Science: The Best-in-Show Winners of the 2012 ARF’s David Ogilvy Awards

Management slant

  • The Advertising Research Foundation David Ogilvy Awards celebrate the critical role of consumer research in creating successful marketing campaigns. The three top winning case studies from the 2012 Awards are shared.
  • Grand Ogilvy Award: Vicks DayQuil and Vicks NyQuil—"In the NFL, There Are No Sick Days." Vicks needed something relevant and memorable to help link its two main brands, NyQuil and DayQuil, using similar core equities around efficacy and powerful relief. Ultimately, the company arrived on the NFL, a sport synonymous with...

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