Creative/NeuroMarketing Forum
Leaders & Committee Members

Trish Rainone
Trish Doran
Senior Vice President, JPMorgan Chase
Bio »

Andrew Smith
Andrew Smith
Director of Consumer Insights, The Hershey Company
Bio »

ARF Theme Leader
Dr. Horst Stipp
Dr. Horst Stipp
EVP, Research & Innovation, Global & Ad Effectiveness
Bio »

Committee Members
Janet Gallant
Janet Gallant
Vice President of Consumer Insights and Innovation Research, NBC Universal
Bio »

Jim Thompson
Jim Thompson
Executive in Residence, Fox School of Business & Management, Temple University
Bio »

Richard Thorogood
Richard Thorogood
Director, Strategic Insights And Analytics, Colgate-Palmolive
Bio »

Richard Thorogood
Pranav Yadav
CEO, Neuro-Insight
Bio »

Creative/Neuromarketing Forum

The mission of this forum is to continue the process of providing insight into NeuroMarketing research that began with the NeuroStandards Collaboration Project. The Forum will provide a platform to share new research methods and insights as well as discuss issues such as validation of methods, the pros and cons of certain approaches for specific marketing objectives, and the role of neurological research in the context of all marketing research methods. Finally, we will explore original research that addresses critical issues.

Upcoming Meetings

Details of the next meeting will be posted shortly. If you have any questions or would like to get involved with this Forum, please contact Zena Pagán at

Previous Meetings

Members: Miss a meeting?
Click here to download past presentations via your My ARF account!

Creative/Neuromarketing Forum

Friday, May 30, 2014
2:30PM - 4:30PM EST

Improving Creative and the Effectiveness of Advertising through Research Innovation

Join us for the first-ever session of the Creative/Neuro Forum! Learn about the latest neuroscience-based methods marketers can use to improve copy testing and make their advertising more effective.

Our panel of experts will discuss:

  • An introduction to ARF's new Creative/Neuro Forum
  • Does "going viral" mean more success for the advertised brand?
  • Enhancing the Power of Creative through Strategy, Neuroscience, and Collaboration

Take away immediately applicable insights to help improve your advertising. A Q&A session will follow. 

Horst Stipp – EVP, Research and Innovation, Global and Ad Effectiveness, ARF
Robert Woodard – Partner, Deep Marketing Alliance
Pranav Yadav – CEO, Neuro-Insight US

A cocktail reception will follow, sponsored by Neuro-Insight, The ARF's Creative/Neuro sponsor for 2014.

NeuroMarketing Forum: Creative Effectiveness

Monday, January 14, 2013
3:30PM - 4:30PM EST

Insights from the NeuroStandards Collaboration Project

When: Monday, January 14, 2013 • 3:30–5:30pm PT (6:30–8:30pm ET)
Where: IPG Emerging Media Lab, 600 Battery Street, San Francisco, CA

Free to members and non-members!

At our next NeuroMarketing Forum at IPG / LAB in San Francisco, Tim McAtee, IPG’s Vice President of Research Product Development will demonstrate the applications of using quantitative bio-metric measurement for ad effectiveness with eye-tracking, facial coding and measure lability using the Affectiva Q Sensor.

Horst Stipp will also discuss these new research tools, that is, describe how neuromarketing methods can help us make advertising more effective and strengthen the link between emotion and advertising based on the insights from the ARF’s NeuroMarketing project that provided an independent evaluation of different neuromarketing methods. In addition, he will give a preview of the ARF’s new project that looks at the ability of different methodologies to predict advertising success. View all events during ARF San Francisco Week!

Presented by:
Tim McAtee – VP, Research Product Development, IPG / LAB
Horst Stipp – EVP, Global Business Strategy, ARF

Social Links
Twitter: @the_ARF; #arfforums

More details coming soon!


How Advertising Works Today: NeuroMarketing 2.0 and Beyond

Thursday, January 12, 2012
2:30PM - 4:30PM EST

How Advertising Works Today: NeuroMarketing 2.0 and Beyond

As consumers and markets change rapidly and present new challenges to marketers, advertisers will benefit greatly from two potential breakthroughs in advertising research:

  1. a new portfolio of measures that includes the best of the neuroscience/implicit and traditional approaches and that predicts/explains variation in the impact of specific advertising creative on sales (short-term + long-term), and  
  2. a unifying framework that explains how advertising really works in the mind of the consumer and, thereby, helps advertisers and agencies develop better creative. 

But which measures should be included in this portfolio? The answer to this question will be the subject of How Advertising Works Today: Neuro 2.0 and Beyond. We are developing an exciting approach that combines:

  1. rigorous trials of advertising research technologies/approaches by academic centers who have deep expertise,
  2. leading-edge econometric analysis of sales and advertising effects,
  3. opt-in participation by interested vendors, and
  4. the development of a working model for advertising effectiveness—the 21st Century’s successor to the AIDA model.

Find out from Dr. Joel Weinberger of Implicit Strategies and Adelphi University why measures of the unconscious are absolutely essential elements of the advertising research portfolio today. Learn from Dr Angelika Dimoka, Director of the Center for Neural Decision Making at Temple University, about how large-scale neuroscience studies are done and hear an expert's perspective on the gaps today between academic and practitioner research in this growing field. Finally, learn about the ARF's exciting new initiative "Neuro 2.0: How Advertising Works Today" and about opportunities to sponsor/participate in it; this breakthrough project will evaluate the predictive validity of both neuroscience and traditional advertising research approaches.  

Please mark the date on your calendar.  We look forward to seeing you at the Neuro 2.0 Forum.

Featured Speakers 
Dr. Angelika Dimoka – Director of the Center, Neural Decision Making, Temple University
Joel Weinberger – Partner, Implicit Strategies

NeuroStandards Collaboration Project

Monday, October 03, 2011
9:00AM - 11:00AM EST

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

Continuing our groundbreaking NeuroStandards Collaboration Project launched at last year’s Advertising Week, we will present new insights focusing on how to best use neuromarketing research to generate valuable, valid insights.


  • Horst Stipp - EVP, Global Business Strategy, The ARF
  • Robert Woodard - EVP, Advertising Effectiveness, The ARF

Recipes for Effective Brand Building Online

Thursday, January 27, 2011
12:00PM - 3:00PM EST

What are the key ingredients to brand advertising effectiveness online? During this high-impact webinar, you'll hear from the marketers that are leading the digital branding revolution as they talk about why online is a critical medium and how they are leveraging it effectively to meeting their primary branding objectives. Creative, media, and modeling strategies will be explored, as well as best practices in measuring audience and brand performance through today's cutting edge technologies. Join us for this interactive panel, as our host interviews our star chef's and encourages them to reveal their award-winning recipes!

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Forum Details

ARF Forum sessions are closed, member-only sessions and cannot be covered by the press without prior approval from the ARF President and CEO. Learn more about the benefits of ARF membership.

Meetings are listed in Eastern Time and held in our New York City office unless otherwise noted.