Wirthlin Worldwide, an opinion research and strategic consulting firm that has an office in Salt Lake City, the American Plastics Council and a Detroit advertising agency have received a 1997 David Ogilvy Gold Medallion Award from the Advertising Research Foundation.
The council is a client of Wirthlin and was recognized for its long-running advertising campaign titled "Plastics Make it Possible" that started in 1993. Wirthlin, based in McLean, Va., was the APC's research partner throughout the campaign, and D'Arcy Masius Benton & Bowles created the media campaign.The award was presented by Jim Spaeth, foundation president, during the foundation's annual meeting in New York City and accepted by Richard B. Wirthlin, chairman of Worthlin Worldwide, on behalf of the council and the ad agency.
"We are delighted to receive this recognition from our peers in the advertising and marketing research industries, especially because of its connection with one of the true pioneers in advertising research - David Ogilvy," said Wirthlin.
The main goal of the council's advertising campaign was to improve American attitudes toward the plastic industry, which became increasingly negative in the early 1990s. In tracing the success of the advertising campaign, Wirthlin said Americans' approval of the plastic industry improved from 52 to 65 percent.