Ipsos clients triumph at ARF David Ogilvy Awards

Budweiser and MetLife take home prizes at annual advertising research awards

Ipsos clients triumph at ARF David Ogilvy Awards

The author(s)

  • Elen Alexov Marketing Operations Director, North America, Ipsos
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New York, NY — Ipsos is proud to congratulate two clients on their accomplishments at the Advertising Research Foundation’s (ARF) prestigious David Ogilvy Awards. Budweiser and MetLife and were both recognized for their outstanding use of research in advertising at the awards gala held on March 28 in New York City.

Budweiser was awarded Gold for its “Born the Hard Way” ad in the Breaking Through category. Ipsos Connect conducted research to support the campaign.

Ipsos and Budweiser at the David Ogilvy Awards 2018

Aired at Super Bowl LI, the ad chronicles the journey of Anheuser-Busch InBev’s founder Adolphus Busch as he emigrated from Germany to America in 1857. Through it, the audience learns how Busch defied tough odds to pursue his dream — a notion that Budweiser discovered its consumers can relate to. Budweiser translated the insight that its customers feel the pressure to conform to expectations into asserting that their beer is for those who “live life on their own terms.”

“We took a different approach to communications research,” said Shaun Dix, Executive Vice President, US, Ipsos Connect. “Instead of testing final or early stage ads, we started right at the beginning. Using a mix of qualitative and quantitative research, we were able to work with Budweiser to identify a strong insight, develop it into an idea, and grow it into a finished ad. We are thrilled to have had the opportunity to partner with Budweiser on this amazing campaign.”

MetLife Japan’s #ChangeRougo campaign earned Bronze in the Brand Transformation category. After using Snoopy and the Peanut characters as its ambassadors for three decades, the insurance company set out to develop a new strategy that would reinvigorate its brand and drive growth.


Through extensive research, MetLife discovered that many people in Japan feel anxiety around aging and are increasingly concerned about the quality of their lives after retirement. “Rougo,” which translates to “life after retirement,” is a deeply emotional expression within Japan, and often viewed negatively. MetLife sought to change that mindset, and support its customers by helping them envision a rich and fulfilling “Rougo.”

MetLife partnered with Ipsos to conduct qualitative and quantitative research to assess consumer response to the idea and its impact on brand perceptions. The research helped form the foundation for the #ChangeRougo campaign — a call-to-action that challenged Japan’s negative views about retirement and demonstrated MetLife’s commitment to make it a topic that can be approached with confidence.

“Congratulations to the MetLife team on this campaign and new transformational journey,” said Ivana Sinclair, Senior Vice President, US, Ipsos Connect. “By putting the wants and needs of their customers at the heart of their brand journey, MetLife was able to connect with them in a whole new way. We are honored to have played a role in guiding the campaign.”

“MetLife puts our customers at the heart of our actions,” said Shoko Suzuki, Chief Marketing Officer, MetLife Japan. “When we asked our customers about their concerns regarding life after retirement, they told us they wanted a partner that can help them take proactive steps to manage their health and that of their families’. We are committed to being that partner, by providing a comprehensive range of offerings that are easy to access and utilize.”

“Congratulations to Budweiser and MetLife on their successes at this year’s awards,” says Pierre Le Manh, CEO, North America, Ipsos. “These campaigns are remarkable examples of the role that research plays in discovering insights that result in memorable ads and business growth. We are thrilled to have them as our partners.”

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 annually celebrate his spirited advocacy of research in making good advertising better, recognizing the role of consumer research in creating successful advertising.

The 2018 ARF David Ogilvy awards were held at the Lighthouse at Chelsea Piers. To learn more about the awards, visit this page.

For more information on this news release, please contact:

Elen Alexov
Marketing Operations Director, North America
+1 778 373-5136

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. Ipsos ranks fourth in the global research industry.

With offices in 88 countries, Ipsos delivers insightful expertise across five research specializations: brand, advertising and media; customer loyalty; marketing; 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 €1,782.7 million in 2016.

The author(s)

  • Elen Alexov Marketing Operations Director, North America, Ipsos

Media & Brand Communication