The Advertising Research Foundation (ARF) has cited finalists across 17 categories in the 25th-annual David Ogilvy Awards, the only American awards show that honors the research and analytic insights behind advertising campaigns.

“The finalists this year have all used research in bold ways to create impactful, effective marketing,” said Sarah Watson, global and NY chief strategy officer at BBH, and the Ogilvy Awards steering committee co-chair.

“We look forward to honoring them at the awards ceremony in September.”

Included among the honorees are entrants in two new categories: data innovation (honoring work that utilised innovative techniques to gather data) and the best consumer experience award (campaigns that drove “remarkable consumer experience”).

In the data-innovation grouping, HP (“All-American Family Portrait”) is matched up against Twitter (“Magpie Real Time Search”) for top honors.

The ARF will reveal each of the category winners at a September 26 Gala Awards dinner that will be part of a larger Advertising Week New York agenda.

Twitter (“Piccadilly Lights”) appears again as a finalist in the best consumer experience grouping, competing against Johnson & Johnson Consumer’s Tylenol brand (“#HowWeCare”).

At the event, the organization will name gold, silver and/or bronze distinctions for each of the competition categories, with the Grand Ogilvy Award citing the most outstanding campaign selected from all gold winners.

Among the other brands that will compete as Ogilvy Award finalists are the Ad Council, Advil PM, American Fuel and Petrochemical Manufacturers, American Student Assistance, bubly Sparkling Water, Budweiser, Clorox, Feeding America, IHOP Restaurants, JennAir, Johnson & Johnson Vision Japan’s Acuvue, KitchenAid, the Ad Council's Love Has No Labels, McDonald’s, Merck’s Pneumovax 23, PACCAR Parts, Pepsi, Petco, Pfizer’s Chantix, Pillsbury Refrigerated Dough, Samsung Global, Susan G. Komen, truth (“The Truth About Opioids”), Takeda Pharmaceuticals USA’s Entyvio, Walmart, and Zillow.

Data sourced from Advertising Research Foundation; additional content by WARC staff