UM was awarded Silver at the Advertising Research Foundation’s (ARF) David Ogilvy Awards. Winning in the Consumer Campaign category, UM was honored for work done for BMW Motorrad.

Named for advertising legend David Ogilvy, the annual awards honor the creative use of research in the advertising development process by research firms, advertising agencies and advertisers. This year’s awards were handed out on March 17 in New York City at the David Ogilvy Awards Dinner, which took place during the organization’s flagship conference, Re:Think 2015.

The 2015 winners showcase how insights can transform advertising. Winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns. Central to UM’s development of the media and creative strategies for Motorrad was the use of a weekly-tracker. The tracker was not only used as a standard-tracker, but also modeled the results to pinpoint the underlying trends. The results were a doubling of BMW Motorrad’s market-share from 1.6 percent to 4 percent.

Congratulations to Graeme Hutton, SVP, Group Partner Research, U.S. and the U.S. research team on such a prestigious honor!