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The ARF (Advertising Research Foundation) has named Samsung’s “Unfold Your World: Samsung Foldables’ Shift from Social Suicide to Ultimate Apple Trojan Horse” campaign as the Grand Winner of the 2023 ARF David Ogilvy Awards.
Samsung’s campaign was also recognised as the Gold winner in the Best Brand Transformation and Electronics and Tech categories.
“Every submission for this year’s award was exceptional, with each one embodying the spirit and creativity of David Ogilvy,” said Scott McDonald, PhD., president and CEO at the ARF.
“Samsung’s campaign fully personified this vision, and the jury was especially impressed with the thoroughness and follow through pulled from academic and behavioural research. The connection between data and creative was obvious, and they truly captured consumer attention in a competitive category.”
The ARF also recognised Gold, Silver and Bronze award recipients for their achievements in research-driven advertising. Gold winners include:
The 2023 ARF David Ogilvy Awards were presented after the ARF’s second annual Creative Effectiveness event, which explored the perspectives, theories, and resources being employed to develop and measure creative.
The ARF’s CMO Great Mind Award Winner was also announced at Creative Effectiveness: Linda Lee, SVP, CMO, Meals & Beverages at Campbell Soup Company, for her use of insights and data analytics to drive growth, brand value, and better consumer experience.
Founded more than 80 years ago, the ARF is dedicated to creating, curating, and sharing objective, industry-level advertising research to enable members to make a true impact on their advertising and build marketing leadership within their organizations. It has more than 400 members from leading brand advertisers, agencies, research firms and media-tech companies.
