J.Jill “Uncomplicate” campaign honored for breakthrough brand strategy and creative
NEW YORK CITY (March 26, 2014) — CerconeBrownCompany and its creative agency partner The Fantastical took top honors last night at the Advertising Research Foundation’s (ARF) prestigious 2014 David Ogilvy Awards for “Uncomplicate,” an integrated national brand campaign for the women’s clothing retailer J.Jill.
Other winners last night included The Coca-Cola Company “Let’s Go Crazy” (Ogilvy & Mather), HP “Printing that helps your Child Shine” (BBDO Singapore), Reddi-wip “Unleashing the Joy of Reddi-wip and Fruit” (DDB California), and Ford Fusion “It’s in the Game” (TDI).
Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards for Excellence in Advertising Research annually celebrate his spirited advocacy of research in making good advertising better, recognizing the role of consumer research in creating successful advertising. The Awards honor extraordinary and/or creative uses of research in the advertising development processes of research firms, advertising agencies, and advertisers. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns.
The “Uncomplicate” brand platform was conceived entirely through research and deployed across national advertising, PR, online pre-roll spots, promotions and through all of J.Jill’s channels, including retail stores, packaging, catalog, customer service and at jjill.com. And the platform is successfully resonating with customers: J.Jill has experienced increases in brand engagement and revenues.
CerconeBrownCompany’s partner agencies that share the Ogilvy Award are The Fantastical (creative), Added Value (consumer research), Kathy Hart Planning (research) and PGR (media).