NEW YORK: Procter & Gamble, the FMCG company, won the Grand Ogilvy at the 2013 ARF David Ogilvy Awards for a corporate brand campaign it ran during the Olympic Games in London last year.
The annual awards cover 19 categories and recognise the "extraordinary and/or creative use of research in the advertising development processes" by research firms, advertising agencies and brand owners.
Procter & Gamble's "Thank You Mom" campaign - which also claimed a Gold award in the sports, entertainment and media category - united the firm's various brands under one big idea, and made P&G itself stand for something in the minds of consumers.
More specifically, P&G was lauded for the way its marketing team developed promotional copy for different markets around the world, and for adopting a "do/learn/optimize" approach, alongside a mindset based around risk management.
Wieden + Kennedy was the campaign's creative agency, while P&G also used research from Ipsos ASI and Nielsen, and drew on media services from Carat and Starcom Mediavest.
Elsewhere at the 2013 awards, the Research Achievement prize went to ConAgra Foods for its "Slim Jim Man Medicine" campaign, which identified the pressures of adult responsibility on young men and positioned the meat-based snack as an antidote.
Clorox picked up the Research Innovation award for a campaign that recognised how consumers felt about plastic waste bags and positioned its Glad brand to help the target market minimise waste.
Individual category winners included Windows 8, Microsoft's software, in consumer electronics, and the Obama for America campaign in government, nonprofit and public service. Kmart (Australia), the retailer, took Gold in the international contest, as did Orbitz, the online travel agency, in retail & e-tail.
The 12-strong judging panel was chaired by Gerry Lukeman, and included Rance Crain, editor-in-chief of Ad Age, Richard Thorogood, director of strategic insights and analytics at Colgate-Palmolive, and Belle Frank, director of strategy and research at Young & Rubicam
Winning case studies from the 2013 ARF David Ogilvy Awards are available on Warc.
Data sourced from ARF; additional content by Warc staff