ARF David Ogilvy Awards & Creative Effectiveness 2024

The 2024 ARF David Ogilvy Awards is the premier awards competition that honors research- and insights-driven advertising, and this year Ipsos is once again listed as a research partner for several category winners. Seven campaigns have reached the podium this year!

The awards pay tribute to the late David Ogilvy, known as the “father of advertising,” and founder of the Ogilvy agency. With these awards, we celebrate his forward-thinking belief in the importance of research behind effective creative.

In a world where it is harder to get consumer attention and conversion, marketers seek creative that is grounded in strong insights. A spark of inspiration also contributes to great advertising – powerful creative doesn’t originate from data alone. This is where the ARF David Ogilvy Awards shine—in highlighting the art and science of great creative.

That's why Ipsos is so proud to be a sponsor of this year's Awards. Ipsos experts will also take the stage during the Creative Effectiveness conference sharing strategic insights. Join us to hear more about:

Now you Can Stop Ignoring the Effectiveness of Thousands of Ads [Pedr Howard | 11:30am]

• There has been a lot of handwringing about whether the introduction of AI into advertising assessment methods will undermine the value of creativity.  In Ipsos’ opinion the conversation about AI and testing should go in a different direction altogether. That’s because AI methods allow for a spotlight to be shone on all the LESS creative advertising we make – the hundreds and hundreds of digital assets that lack the resources and attention bestowed on their creative betters.  It’s all about the democratization of ad effectiveness. AI methods compare favorably in those circumstances where the alternative is doing zero research, not where the alternative is research with humans. Get a flavor of the impact when we focus on those ads we don’t (much) care about. Ipsos’ Pedr Howard will share the results from testing they did with a selection of ads using their AI model. 

Cultural Effectiveness Council: The Case for Human Creativity in AI [Janelle James | 2pm]

• Technology continues to challenge, change and cultivate the fundamentals of how people think about, process and utilize information – a significant 81% of CMOs say they expect to use GenAI to support new business models in their function in the next 12 to 18 months. However, AI is only as smart and inclusive as the society that we live in, and the advancement of diversity, equity and inclusion is only as robust as the minds programming and building AI. This session featuring Ipsos’ Janelle James, will explore the current state of GenAI in market research.

Putting Generative AI to the Test One Year Later: Ogilvy Awards Predictions [Rachel Rodgers | 2:25pm]

• The model Ipsos developed to explore the ability of AI to predict the Grand winner of this year’s David Ogilvy Awards now is based on written applications and creative elements. Ipsos’ Rachel Rodgers will show how well it succeeded. 

Stay tuned for more details - including an Advertising Industry Exclusive After Party!

Ipsos-short listed 2024 Ogilvy Awards winners. Click here to see how they did!