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Ogilvy Award winners announced

News, 17 February 2015

NEW YORK: Bank of America, Starbucks, Pantene and Dove are among the big winners of the 2015 ARF David Ogilvy Awards, a competition organised by the Advertising Research Foundation (ARF).

Held on an annual basis, the David Ogilvy Awards celebrate the research, insights and emotional connections underpinning great creative work. The winners will pick up their awards at the ARF's Re:Think 2015 conference, taking place at the Hilton in New York City on March 17, when the Grand Ogilvy will also be announced.

Bank of America was honoured in the financial category thanks to a campaign promoting its BankAmericard Better Balance Rewards product which – among other features – lets users earn $25 per quarter for quickly paying down their balance.

Pantene, Procter & Gamble's hair care range, was recognised in the fashion, style and beauty sector for an effort aiming to tackle a sales decline through solving the problem of weather-related bad hair days.

Via a tie-up with The Weather Channel across mobile, tablet and desktop, it provided geo-targeted "haircasts", and also recommended the right Pantene product to match at Walgreens, thus reviving its fortune at this key retailer.

On its part, Starbucks – the coffee-house chain – was rewarded in the alcohol and beverage segment for a multi-platform sponsorship of NBC's reality show The Voice, where it mixed both custom and traditional integrations.

Dove is no stranger to receiving advertising awards, not least because of its long-running "Campaign for Real Beauty", which has built bonds with women by seeking to change perceptions around this topic.

Its success in the health and personal category at this year's Ogilvy Awards, however, was for "Call for Dads", where its Men+Care line championed men as capable fathers, not the blundering figures often shown in ads.

The other players taking major honours this year include Samsung Electronics, coffee specialist Keurig, automaker Toyota, retailer Kmart and sports broadcaster ESPN.

The list of 70 industry judges contained senior executives from Pfizer, Nationwide, Marriott International, Google, Citi, Frito-Lay, Kellogg's and Coca-Cola.

Alongside Gayle Fuguitt, the ceo/president of the ARF, the panel of 12 Grand judges featured Cindy Davis, evp/global insights and analytics at Walmart, Geoff Cottrill, CMO at Converse, and David Poltrack, chief research officer at CBS and president of CBS Vision.

Winning papers from the 2015 ARF Ogilvy Awards will be published on Warc.com shortly after the ceremony. Subscribers can read the top papers from last year's competition here.

Data sourced from Warc