Feeding research into creative messaging: trends from the 2009 ARF Ogilvy Awards

Trends from the gold and silver-winning 2009 ARF Ogilvy Awards are analysed in this paper. Most of the papers address one of two basic marketing problems and these are the focus of this paper: how to launch new products (Barack Obamas’s campaign for the U.S.

Feeding research into creative messaging: trends from the 2009 ARF Ogilvy Awards

Alex Benady

This paper discusses the winners of the 2009 ARF Ogilvy Awards. To view these papers in full, click here.


KY intimacy enhancement products enjoy only ten per cent penetration. Latinas in the UStake a very ‘mañana’ approach to healthcare. And 72 per cent of women feel worse about themselves after reading women’s magazines.

It’s an incoherent rag bag of facts, stats, and insights you may think. But the thread that links them is that we know these things...

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