VML received six awards at the 2026 ARF David Ogilvy Awards, held October 14 at Tribeca Rooftop in New York. The wins—three Gold and three Silver—recognized work for Abbott, Wahl Professional and TruGreen.
VML was the most-awarded entrant by total category awards, with six medals. All six of VML’s submitted entries earned an award, marking the agency’s first 100% win rate at the awards.
The results recognized work across pharmaceuticals, cultural fluency, business-to-business marketing, brand transformation, professional services, and the new Small Budgets category.
Gold: Pharmaceuticals | Silver: Cultural Fluency
Grounded in extensive qualitative research and quantitative testing across eight global markets, This Is Progress reframed continuous glucose monitoring as a tool for everyday empowerment and behavioral change. The resulting platform expanded across 42 markets, exceeding campaign KPIs and driving brand lift, strong recall, and new-to-CGM consideration.
Gold: Business-to-Business | Silver: Small Budgets
Research uncovered an emotional truth at the heart of barbering: "Craft draws them in. Connection keeps them here." This insight helped reposition Wahl from a reliable product choice to a brand celebrating the human connections behind the craft. The campaign reversed declining market share, drove significant growth in brand preference, and helped Wahl reclaim the #1 position in its category.
Gold: Best Brand Transformation | Silver: Professional Services
Research revealed an opportunity to rebuild consumer trust by leveraging the credibility of professional golfers. The resulting PGA TOUR campaign helped TruGreen reverse a multiyear sales decline despite a reduced marketing budget, delivering positive sales growth, significant NPS improvements, and double-digit growth in online conversions.
VML’s presence at the awards extended to the judging and conference program. Eric Beane served on the Grand Jury and presented the awards’ first international category on the main stage. Kelcey Curtis of ME&I returned as a category juror for a second consecutive year.
Will Sandwick, VML’s chief analytics and data officer, joined the ARF Creative Council panel “Performance Marketing vs. Brand Equity: Tradeoff or Opportunity?” The discussion examined how brands can balance long-term brand equity with performance-driven marketing.
Eric Beane, Chief Analytics & Data Officer at VML, presented the awards' first-ever international category on the main stage
Will Sandwick, Chief Analytics & Data Officer at VML, joined the ARF Creative Council panel
