Media research trends from the 2009 ARF Ogilvy Awards

WARC Media Editor Laura James reviews the underlying media trends in the 2009 ARF Ogilvy Awards winners, and detects two broad themes: campaigns using research to gain targeting insights and campaigns using research to make media budgets more efficient.

Media research trends from the 2009 ARF Ogilvy Awards

Laura JamesWARC Online

This article discusses the 2009 ARF Ogilvy Awards winners. You can browse all the winning entries on WARC's showcase page.

_____________________________________

At the heart of the Advertising Research Foundation's (ARF) Ogilvy awards is a commitment to rewarding innovative research initiatives that influence communications strategy.

Overall, relatively few of those 2009 Ogilvy awards papers which are being published on WARC speak specifically about the use of bespoke research to help sharpen media channel choices, as opposed to other elements of these campaigns, which are well...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands