Hypothesis And IHOP Score Triple Win At Ogilvys, Including Grand Ogilvy


Hypothesis And IHOP Score Triple Win At Ogilvys, Including Grand Ogilvy

IHOP and Hypothesis were honored at ARF annual gala in NYC, September 26.

Los Angeles, CA – Hypothesis, the premium insights, design, and strategy agency, congratulates its client IHOP for a banner night at the Advertising Research Foundation Ogilvy Awards. IHOP was awarded the Grand Ogilvy for most outstanding campaign selected from all the gold winners. In addition, IHOP received the Gold in “Best Brand Transformation” and Silver in the “Retail and Restaurants” category for its IHOb campaign.

“Our goal at Hypothesis is to elevate research from data to strategic leadership that drives our clients’ success,” says Jeff Seltzer, Managing Partner at Hypothesis. “Our Brand Tracking program confirmed that the “IHOb” campaign improved perceptions of IHOP. In fact, it’s one of the most successful campaigns we have ever tracked.”

IHOP’s holistic research campaign, in partnership with Hypothesis, Droga5 and Talk Shoppe, covered everything from a total revamp of the burger menu to tracking breakthrough creative.

“The creative strategy behind it was to convince the public that we take our burgers as seriously as we take our pancakes so, to convey that, we had to make a big statement in a disruptive way,” explained Brad Haley, IHOP’s Chief Marketing Officer.

The awards were presented at the ARF David Ogilvy Award dinner on September 26 during Advertising Week NY at 583 Park Avenue. We are proud to celebrate this accomplishment with our campaign partners, colleagues, clients, and fellow Ogilvy award winners. This is our second time attending and being honored at the award ceremony.

Read the case study here.

About the ARF David Ogilvy Awards: 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 awards annually celebrate his spirited advocacy of the critical role of consumer research in creating successful advertising.

Contact: Greg Rice, Chief Research Officer, Hypothesis. E-mail: grice@hypothesisgroup.com