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...

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