American marketing, consumers & brands

North America

ARF Ogilvy Awards, Gold, Financial Services, 2014
This case study describes how Bank of America reintroduced its brand with an emotional campaign that sought to help customers connect with the things most important to them.

ARF Ogilvy Awards, Gold, Entertainment & Sports, 2014
This case study describes how Ford Motors partnered with EA, the video games company, to target 25-49 year old men in the US with a new car model.

ARF Ogilvy Awards, Silver, Alcohol & Beverages, 2014
This case study explains how Guinness, the beer brand, repositioned itself in the US with an emotional campaign in order to expand its appeal.

ARF Ogilvy Awards, Gold, Retail & eCommerce, 2014
This case study explains how Kmart, the US discount department store chain, addressed reputational problems with a humorous social media strategy. Damage to the chain's reputation had been caused by inventory being frequently out of stock, and because the company could not afford the logistics overhaul required to address this, an online ordering tool was promoted.

ARF Ogilvy Awards, Silver, Food & Grocery, 2014
This case study describes how PAM, a cooking oil spray brand owned by ConAgra Foods, emphasised the ease of cleaning pans after use of the product in order to appeal to US Latino females.

ARF Ogilvy Awards, Cross-Platform and Gold, Household, 2014
This case study describes how, an American online retailer of made-to-order art, reversed a decline in sales and market share by re-branding. The company had suffered as a result of lower-priced competition, being outbid in sponsored search and a decline in its search engine position.

ARF Ogilvy Awards, Gold, Professional Services, 2014
This case study describes how Physicians Mutual, a US insurance company, embraced a more scientific media buying approach in order to reduce its cost-per-lead.

ARF Ogilvy Awards, Silver, Appliances & Electronics, 2014
This case study describes an advertising strategy in the US, UK and other markets by Windows Phone, the challenger smartphone brand, which sought to persuade consumers to switch by emphasising technology.

ARF Ogilvy Awards, Silver, Entertainment & Sports, 2014
This case study explains how ESPN, the sports TV network, used research to segment and understand the target viewers of its flagship 'SportsCenter' program.



Jay Chiat Awards

Browse the winners of the top strategy prize


First Movers

Why North American brands lead global innovation


Chrysler: Born of Fire

2012 Grand Effie winner ignites Detroit Pride