The Advertising Research Foundation has awarded Penn Schoen Berland (PSB) a 2012 David Ogilvy Award in the category of entertainment, sports, and media. Penn Schoen Berland was honored with the Gold award for work on behalf of Paramount Pictures in the campaign for the film Justin Bieber: Never Say Never.
The David Ogilvy Awards honor the best research-driven campaigns each year, and celebrate the critical role of consumer research in creating successful advertising. The awards, named after legendary ad man David Ogilvy, recognize his spirited advocacy of the importance of research in making good advertising better.
Paramount’s campaign for Justin Bieber: Never Say Never was inspired and guided by messaging developed by Penn Schoen Berland. The campaign helped Never Say Never become the highest grossing concert film of all time.
The case study is available for download from the Advertising Research Foundation:
Copyright@copy; Penn Schoen Berland LLC 1975 -
A member of the WPP group - Leaders in Advertising
, Branding, Marketing.