ARF Re:think 2012 - Submissions

ARF David Ogilvy Awards

Submit your entry to the ARF 2012 David Ogilvy Awards

Round 3 Submissions are due by January 12, 2012! Go to Submissions Form

WHAT ARE THE AWARD CRITERIA?

The Ogilvys do not honor research methods, tools, or techniques. Other awards have that job. The Ogilvys celebrate breakthrough moments when creative inspiration and research insights combine to produce a spectacular advertising campaign. A few examples of these breakthrough moments are:

When skillful analysis and creative interpretation produce ideas that help drive strategy, creative and/or media planning.
When research overcomes fear and conjecture to give life to unique advertising by providing evidence of its marketplace potential.
When the creative process exploits research to find unexpected ways of looking at and talking about a brand and its promise.

WHAT DO WE RECOGNIZE?

Two levels of Ogilvy Awards are given: Category Awards and Industry Awards. Category Awards honor the best research- driven campaigns within 19 specific sectors.
View a complete list of categories »

Winners of a Category Award are automatically entered to compete against each other for the following Industry Awards:

Ogilvy Business Achievement Awards, a special honor given to a select few campaigns that demonstrate extraordinary success solving a critical business challenge.
Ogilvy Research Innovation Award, honoring the campaign built on the most innovative use of research, including new methods as well as imaginative use of traditional tools.
Finally, the Grand Ogilvy Award winner is chosen from among all the winning entries. Detailed information is provided on page 3.

WHAT ARE THE BENEFITS OF WINNING AN OGILVY AWARD?

An Ogilvy Award is tangible proof of your industry leadership in developing and leveraging consumer insights to achieve a competitive marketing advantage.
An Ogilvy Award celebrates the strong teamwork among your creative, media and research teams by recognizing their integrated efforts in campaign development and execution.
Your achievements will be celebrated by the industry press on MSN.com and by The ARF.
An Ogilvy Award recognizes your research excellence, and will help attract, reward and retain top talent.

WHO SHOULD SUBMIT?

Consumer insights are everyone's job – research supplier, ad agency, media company, and advertiser. All groups are invited to submit multiple Ogilvy Award case studies for their team. Each entry should identify all companies that contributed to the campaign, the key personnel at each company, and a single contact person for all communications with the Ogilvy Awards Committee.

WHICH CAMPAIGNS ARE ELIGIBLE?

Research must have been key in the development or execution of the campaign, but there is no requirement as to the amount or type of research conducted.
All campaigns entered in the 2012 Ogilvy awards must have run sometime in the two year period between January 2010 and December 2011.

AWARD TYPES: CATEGORY AWARDS

Gold and Silver awards are given to the best two entrants within each category listed below. The number of categories considered for awards may be increased or decreased at the judges' discretion based on the number and focus of submissions received. If you are unsure which category is appropriate for your case study, please contact the ARF for guidance.

Automotive - Cars, trucks, motorcycles, as we ll as gasoline, motor oil, servicing and parts
Beverages - Soda, water, coffee, beer, wine, spirits
Business to Business - Products and services specifically targeted to businesses
Consumer Electronics - TVs, radios, DVDs, cameras, stereos, computers
Digital + Media - Mobile (ipads + smartphones), HTML, newsletters, social media, video-games, websites
Fashion and Household Furnishings - Clothing, eyewear, hosiery, jewelry, perfumes, shoes, furniture, paints, appliances
Financial Services - Credit cards, loans, mutual funds, banking
Governmental, Public Service, Non-Profit - Municipal or state development, lotteries, utilities, public service messages, political messages
Health and Personal Care Products - Consumer healthcare/OTC products, first aid, beauty aids, soaps, deodorants
International - Products and services targeting global markets
Multicultural - Products and services targeting ethnic markets
Packaged Goods - Cereals, frozen foods, canned goods, snacks
Pharmaceuticals - Prescription drugs and medical devices
Professional Services - Hospitals, HMOs, employment services, legal services, real estate, delivery systems
Restaurants, Bars and Eateries - Restaurants, fast-food, coffee shops, juice bars
Retail/e-tail - Stores or web sites providing a specialty line or general merchandise
Shopper Marketer - Honors outstanding shopper insights research to successful shopper marketing initiatives
Sports, Entertainment and Media - Sporting events and teams, films, music, TV shows video-games, plays, museums, travel, sporting goods, network and cable branding
Telecommunications - Telephone companies, cellular services, internet access and bundled services

AWARD TYPES: BUSINESS ACHIEVEMENT AWARDS

Winners are selected from among all category finalists (gold winners). Business Achievement Awards honor exceptional success solving a critical business challenge. The specific awards will be determined based on the submissions received, but could include:

Successful launch of a new product or brand
Revitalizing or repositioning a flagging brand
Establishing a new or growing an existing market
Maintaining strong sales with a reduced marketing budget
Supporting premium pricing for a brand in a competitive market

THE RESEARCH INNOVATION AWARD

This special award recognizes an innovative research approach or novel application of research that results in an outstanding advertising campaign. Selected from among all Gold category winners.

THE GRAND OGILVY AWARD

The campaign demonstrating the most successful use of research in the creation of superior advertising that achieves a critical business objective. Selected from among all Gold category winning campaigns.

SUBMISSION FORM

Entering a campaign involves capturing the research story behind the campaign's success. Questions relating to the submission will include the following:

What kind of research techniques did you use?
What was your marketing strategy?
Did your campaign run internationally? If so, in how many countries?
What was your business/campaign objective?
How did research contribute to the campaign's success?
How did the research link to campaign development and execution?
What were your campaigns business results?

CASE STUDY

Once notified that your campaign has been selected as a finalist, you will need to create a case study using the data supplied in your submission. These case studies will be used for review by the Grand Jury, who will select the Research Innovation, Research Achievement and the Grand Award Winners. All case studies are strongly encouraged to include:

Business Situation and Campaign Objectives: A clearly written summary of the business objectives, the marketing strategy, and budget. A summary of the business situation and marketing objectives is critical for success in the Research Achievement Awards.
Research Story: This is the heart of your entry. Explain how research was key to campaign success, including the types of research, the analysis, and how the insights were used to create the campaign.
Campaign Description: Describe the campaign, including target audience(s), media plan, creative executions, and dates in-market.
Business Results: Quantitative evidence that the objectives of the campaign were achieved (proprietary data can be disguised).
The entries cannot exceed five pages using at least 11pt font.
A limited amount of appended charts and graphs are acceptable.
Do not include logos or graphics with the case study itself.
A cover sheet will be provided.

See our 2011 winners and 2010 winners for examples.

SUMMARY

A campaign summary is required to submit your entry. The summary should be no more than 5-6 sentences. Please use the cover sheet provided on our website.

CREATIVE

Campaign creative is required for each entry with a limit of six creative executions per campaign. Video should be provided as a QuickTime H264, 640 X 480, 30fps; print as .eps, .jpg file; audio as .wav file. Once your entry is received you will be supplied with information on how to submit your creative.

LOGOS

Each campaign submitted must include logos separately from the case study as .jpeg files from the companies involved. Once your entry is received you will receive more information via email.

TEAM CREDITS AND INFORMATION

Please supply a list of those who contributed to your campaign. A maximum of 25 names will be accepted. Include the per-son's full name, title, company, and email address. This may be submitted as a separate excel document.

NON-ENGLISH LANGUAGE SUBMISSIONS

If your campaign ran in other countries or non-English speaking markets please ensure that all creative submitted have Eng-lish sub-titles. If non-English/foreign entries are submitted without sub-titles, this may interfere with the judging process.

RE-ENTERING PAST SUBMISSIONS

Campaigns previously submitted may be eligible to participate in the Ogilvy Awards program on a case-by-case basis. If your entry is chosen to be re-submitted you must supply all the materials. Information must be updated to include new data (if applicable). A discounted rate will apply. Please contact Ogilvy Awards Program Manager for more details.

PARTICIPATION AGREEMENT

The participation agreement can be found on our website: www.thearf.org/assets/ogilvy-12-entries As the participation agreement stipulates, both the submitting company and the client must sign off on their involvement in the Ogilvy Awards program. This agreement ensures that all parties agree to the guidelines of this entry kit as well as, but not limited to, sharing the case study and allowing judges to change your submission from one category to a more suitable one.

JUDGING

Each Ogilvy Award Entry will be judged by a panel of industry professionals.

Great care is taken in the selection of a jury comprising a balance of specialist knowledge, experience and objectivity. Note that judges may move entries to a different category if it seems better suited.

Judges will evaluate submissions on the following criteria:

Business Objective
Research Contribution to Identification of Business Objective
Marketing Strategy and Big Idea
Research Contribution to Marketing Strategy and Big Idea
Campaign Development and Execution
Research Contribution to Marketplace Effectiveness
Compelling Research Story
Clear Link between the Research and Campaign Results

TIPS FOR A SUCCESSFUL SUBMISSION

Please read the criteria for submission and judging.
Ensure that you have demonstrated a link between research and great creativ.e
Choose the best examples of creative execution that demonstrate your successful campaign.
Make sure all your data is sourced accurately.
Tell us why your campaign was successful.
Take a look at our previous winning cases on our website: http://thearf.org/assets/ogilvy-11-winners
Acquire the appropriate approvals for submission.
Do not include logos or graphics of your brand and/or campaign in the entry form or case study. Graphs and charts are acceptable.
A checklist will be available at the end of this entry kit to help you gather your materials.

SUBMISSION DEADLINES AND ENTRY FEES

There are 3 deadlines for submitting to the ARF David Ogilvy Awards:

Early Submission Deadline: November 11, 2011 • $495/$445 for multiple submissions
On-Time Deadline: December 12, 2011 • $595/$545 for multiple submissions
Late and Final Deadline: January 12, 2011 • $695/$645 for multiple submissions

If you would like to have your campaign considered for more than one category an additional $100 fee will be applied per category.

The official entry form can be found at our website: http://thearf.org/assets/ogilvy-12-entries

All Category Award winners will be automatically placed into the industry-level competition for Business Achievement Awards, the Research Innovation Award and the Grand Ogilvy Award.

STATUS NOTIFICATION

All entrants will receive electronic confirmation upon receipt of their completed entry. Entrants will be notified of their finalist status in each category by late February 2012. All Gold Category Award finalists will be automatically placed into the industry-level competition for Research Achievement Awards, the Research Innovation Award and the Grand Ogilvy Award.

Winners of these awards will be announced at the ARF Ogilvy Awards Dinner on March 27, 2012 at the Marriott Marquis New York during our Annual Convention.

COMPLETING YOUR SUBMISSION

Steps to complete after submitting your Entry Form

1. Download Ogilvy Award Participation Agreement

2. Complete Entry Checklist

Read the entry kit.
Complete submission form.
Include a 5-6 sentence summary of your campaign. Please submit as a Word document. NOTE: Always indicate your entry brand to better identify your deliverables.
Select 6 creative executions to support your entry. Instructions on how to submit will be provided once your entry is submitted.
Gather all logos for companies participating in your campaign submission. This includes all advertising, media and research agencies.
Gather all personal credits and information for contributing companies. Please do not exceed over 25 participants.
Select a category for your submission. You are welcome to submit to more than one category. Extra categories will be charged an additional $100 automatically.
Provide payment details where specified.
The Participation Agreement must be completed both by the entrant and the client and faxed to 212-319-5265. You may also email it to OgilvyAwards@thearf.org as a scanned document. NOTE: You must include both signatures of the entrant and the client in order to participate in the program. Always indicate your entry brand to better identify your deliverables.

Key Dates
Early Submission: November 11, 2011
On-Time Submission: December 12, 2011
Late Submission: January 12, 2011
Finalist Notifications: February 15, 2011
Awards Show: March 27, 2011