Harris Interactive Wins Ogilvy Award
ROCHESTER, N.Y. – March 28, 2006 – On March 21, at the Advertising Research Foundation’s (ARF) David Ogilvy Research Awards banquet in New York City, Harris Interactive® and the American Forest & Paper Association (AF&PA) were honored with the first runner up award in the business-to-business category for their research and marketing programs supporting the Sustainable Forestry Initiative® (SFI). The Ogilvy Awards recognize the role that insightful research plays in developing marketing and advertising programs that deliver superior return on investment.
AF&PA’s objective for the SFI® campaign was nothing less than to ensure the survival of the U.S. forest and paper products industry, which ships $263 billion in products each year and employs more than one million Americans with an annual payroll of $61 billion. By the early-1990’s, unrelenting attacks on the industry by environmentalists had created a very tenuous situation for the industry. Federal laws and regulations that sought to restrict industry access to forestlands were looming, and the industry’s customers were exploring procurement policies that would have adversely affected American producers of wood and paper products.
Research showed the mandatory SFI program was the answer—connecting with the audiences’ values. The campaign demonstrated how the industry works to preserve forest resources for future generations, and helped convince legislators, business customers, and even environmentalists that the forest and paper industry is a responsible environmental steward. As a result, restrictive laws have been repealed and SFI is now widely embraced by international business customers.
"It is no exaggeration to say that without the excellent Harris Interactive research we would not have been able to create such an effective advertising campaign." said Kris Seeger, vice president, Communications, American Forest & Paper Association. "We are delighted that through this initiative we have been able to improve the perceptions of our stakeholders and help our industry get the credit it deserves for its good environmental stewardship. It is truly an honor to be recognized by the ARF for the effective research and advertising efforts that are behind this initiative."
"The American Forest & Paper Association serves as an example to industry associations, non-profits and businesses alike for recognizing the need for and instituting strategic research which enabled the development of highly effective marketing and advertising strategies," said Jon DeWitt, senior vice president, Harris-Wirthlin Brand and Strategy Consulting, Harris Interactive. "It has been a privilege to be a part of this initiative, and we’re honored to receive this award."
The American Forest & Paper Association marks the seventh ARF David Ogilvy Research Award Harris Interactive has received in the past nine years. To view a written case study and a five-minute video on the research and advertising program the American Forest & Paper Association employed, please visit www.harrisinteractive.com/awards.
About the David Ogilvy Research Award
The ARF Ogilvy Award is named after the legendary David Ogilvy and based on his belief in the role of research in crafting great advertising. Having begun his career as a researcher, Ogilvy believed that behind every great advertising campaign stands a great research story. Sustaining Ogilvy’s convictions, each year the ARF puts the spotlight on winning marketing teams for their excellence in translating superior research and planning into high-impact marketing communications.
About the American Forestry & Paper Association
The American Forest & Paper Association (AF&PA) is the national trade association of the forest, pulp, paper, paperboard and wood products industry. The association represents member companies engaged in growing, harvesting and processing wood and wood fiber, manufacturing pulp, paper and paperboard products from both virgin and recycled fiber, and producing engineered and traditional wood products. AF&PA acts as the clearinghouse for statistical information, the leading force in technical, regulatory and policy issues, and the national voice for the forestry, wood and paper industries. AF&PA is constantly working to return value to members through innovative and effective programs that sustain and advance the industry's domestic and global competitiveness. The association is committed to improving the environment as well as being a part of creating a better tomorrow.
About Harris Interactive®
Harris Interactive Inc. (www.harrisinteractive.com), based in Rochester, New York, is the 13th largest and the fastest-growing market research firm in the world, most widely known for The Harris Poll® and for its pioneering leadership in the online market research industry. Long recognized by its clients for delivering insights that enable confident business decisions, the Company blends the science of innovative research with the art of strategic consulting to deliver knowledge that leads to measurable and enduring value.
Harris Interactive serves clients worldwide through its United States, Europe (www.harrisinteractive.com/europe) and Asia offices, its wholly-owned subsidiary Novatris in Paris, France (www.novatris.com), and through an independent global network of affiliate market research companies. EOE M/F/D/V
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