Ipsos Clients Excel on the Podium at ARF 2013 David Ogilvy Awards

P&G’s ‘Moms’ Campaign Garners Olympic-sized Win, as Clorox, Kraft, and ConAgra Score Points at Annual Advertising Research Awards

Monday, March 25, 2013

New York, NY – Great research leads to exceptional advertising and Ipsos is delighted to congratulate four of their clients on their success at the ARF 2013 David Ogilvy Awards. Procter & Gamble, Clorox Bleach, ConAgra Foods and Kraft Foods were all honored for advertising research excellence at the March 19 awards gala held in New York City at the Advertising Research Foundation’s (ARF) 2013 Re:think Conference.

Procter & Gamble’s Mom-inspired Olympic campaign claimed both the Grand Ogilvy Award for overall excellence in advertising research and a Gold prize in the Sports & Entertainment & Media category. Part of the research for this campaign was conducted by Ipsos ASI, Ipsos’ team of advertising research specialists.

“Procter & Gamble’s groundbreaking sponsorship of the Olympic movement was an extraordinary opportunity to build the brand globally. With worldwide attention focused on last summer’s London Games, P&G built a campaign around the one person every athlete needs to help make their dreams come true - mom,” says Bob Fogg, Senior Vice President with Ipsos ASI, who led the research team on the project. “P&G’s ‘Thank You Mom’ campaign was both touching and compelling, appealing to one of the most universal and fundamental of human relationships – that of a mother and her child. P&G’s success in both building the brand around the world and at the David Ogilvy Awards is proof that a strong message backed by great creative and solid research gets results.”

P&G’s ‘Thank You Mom’ campaign was designed to unite P&G and 32 of its brands under the same umbrella as the company activated its global Olympic sponsorship across 50-plus countries. This was P&G’s first ever global scale program to support the sponsorship and represented the biggest initiative in the company’s long history. Emotional, heart-warming and aimed at resonating with P&G’s core consumers, the campaign honored the role mothers play in helping their children reach their full potential. In essence, the ‘Thank You Mom’ campaign recognized and celebrated the hard work that all mothers do and how P&G’s extensive offering of brands and products help those mothers to do their very best every day.

To view an example of the winning P&G campaign, view it on the ARF’s Ogilvy Awards channel on YouTube at: http://www.youtube.com/watch?v=Ypo1cJrKfrY

P&G was not the only Ipsos client to take home prizes at Tuesday’s gala event. Several other Ipsos clients were presented with Silver awards in a number of sector specific categories.

Clorox Bleach claimed a Silver award in the Fashion & Household Products category for their ‘Bleachable Moments’ campaign, with Ipsos ASI contributing to the research. An example of Clorox’s campaign can be viewed here: http://www.youtube.com/watch?v=QGwzOxaQn2Y

ConAgra Foods was presented with a Silver award in the Multicultural category for their Spanish language ‘Food Freedom’ campaign for PAM Cooking Spray. Ipsos ASI contributed to the research behind the campaign. The PAM ad can be viewed here: http://www.youtube.com/watch?v=Ow7zWAAQMOs

Kraft Foods won a Silver award in the International category for their ‘MiO Squirt Some’ campaign for MiO Liquid Water Enhancer. Ipsos ASI was part of the research team behind the campaign. A sample from the campaign can be viewed here: http://www.youtube.com/watch?v=AqEnPSAaCos

“David Ogilvy himself called upon advertisers to ‘aim out of the ball park’ and that is what each of these clients have done. These awards recognize the successful melding of creative and research, art and science, business success and brand success and I applaud each of our clients on their achievements,” says Jeff Cail, President and CEO with Ipsos in the United States. “Our advertising research experts at Ipsos ASI demonstrate the powerful role that research has in articulating messages, refining communications and delivering results to some of the world’s most successful brands. And with clients like P&G, Clorox, ConAgra and Kraft challenging us every day to do better, you’ve done just that and made us all proud.”

The ARF David Ogilvy Awards for Excellence in Advertising Research celebrate the extraordinary and/or creative use of research in the advertising development processes of research firms, advertising agencies, and advertisers. Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards for Excellence in Advertising Research annually celebrate his spirited advocacy of research in making good advertising better, recognizing the role of consumer research in creating successful advertising.

The Awards honor extraordinary and/or creative uses of research in the advertising development processes of research firms, advertising agencies, and advertisers. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns.

The ARF 2013 David Ogilvy Awards and Dinner were held on Tuesday, March 19 at the Marriott Marquis in New York City and were sponsored by Microsoft Advertising, Ipsos, Ogilvy and Tequila Avión. Visit http://www.thearf.org/ogilvy-13.php to learn more about this year’s awards or visit the ARF’s YouTube channel at: http://www.youtube.com/user/ARFOgilvyAwards

For more information on this news release, please contact:

Elen Alexov
Director, Marketing Services
Ipsos in North America

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.

With offices in 85 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,789 billion (2.300 billion USD) in 2012.

Visit www.ipsos-na.com to learn more about Ipsos offerings and capabilities.

Ipsos Clients Excel on the Podium at ARF 2013 David Ogilvy Awards

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Elen Alexov
Director, Marketing Services,
North America