Research Currents: Ogilvy Winners Turn Research into Creative Solutions

This is a report on the 1999 ARF David Ogilvy Research Awards. The awards are made annually for original research programmes that lead to successful creative solutions in advertising and PR.

Ogilvy Winners Turn Research into Creative Solutions

William A.Cook Advertising Research Foundation

INTRODUCTION

In 1993, the ARF created the prestigious David Ogilvy Award – proudly named after the researcher turned adman – to bring recognition to the role that research can play in achieving successful marketing communications.

David Ogilvy has consistently stressed the productive role of research in developing, evaluating, and improving great advertising. While affirming the link between superior research and superior advertising, David Ogilvy has also shown where research can be used to make even greater contributions. That too is the goal of the ART in sustaining...

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