‘Learning from Winners’ book on how thoughtful market research drives advertising success.

The Advertising Research Foundation (ARF), launches their 14th year of the prestigious David Ogilvy Research Excellence Awards program with the release of their first book of insights derived from past winners of the award.

The book, published by Taylor & Francis, a global academic and trade publisher, is authored by Dr. Raymond Pettit, Principal at MarketShare Partners and ARF Research Consultant. The book is based on real-life success stories that exemplify how careful, planned research programs contributed to advertising and marketing success. Written in a casebook style, it will be an invaluable resource for business executives as well as for academic courses on advertising and marketing.

“This book is the best testimony ever written proving the contribution of intelligent research to marketplace success. In just one example, the IBM case history will make every researcher who reads it very proud to have chosen research as their profession…it may be the best advertising case history ever….and it came from David Ogilvy’s agency!,” said Bob Barocci, The ARF.

“Nowhere has there ever been such a thorough and thoughtful review and explication of the best of the best in advertising research.”– Dee Allsop, Group President, Harris Interactive “Learning from Winners,” says Dr. Pettit, the book’s author, “distills a treasure trove of knowledge and insight that the Ogilvy Awards Program represents. It is vital to the health and future of the industry to share in these innovative and proven research methods and processes that support management decisions and business success.”
The ARF Announces That Nominations for 2008 Are Open

One of the most important activities of The ARF is the Annual David Ogilvy Awards for Excellence in Advertising Research. Named after advertising legend David Ogilvy, the Awards celebrate his belief that behind every great advertising campaign there stands a great research story.

The 2008 Awards will celebrate advertisers, agencies, and research companies who contribute to making this belief come to life in the form of an exceptionally creative, exceptionally productive, advertising campaign. Early submissions period runs until December 14th, 2007.

Success stories from the past, profiled in the new book, include:

* IBM
* Procter & Gamble
* Microsoft
* Kraft
* Gillette
* Bissell
* Lexus
* The Steel Alliance

For more information at http://www.thearf.org>