ARF Advertising Week - 2012
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Reception Sponsors

Participating Companies

ARF Advertising Week 2012

Advertising Week is the world’s premier annual gathering of marketing and communications leaders each year in New York City. The ARF is proud to offer events during ARF Advertising Week at no charge to both members and non-members. We look forward to seeing you at an event or at the ARF's Best and Brightest Reception!

ARF presents: The People Forum at Advertising Week

Monday, October 1, 2012 • 1:306:00pm
Location: JWT, 466 Lexington Avenue, 11th Floor
Special Forum: Free to members and non-members!

Special thanks to our sponsor JWT for streaming this ARF Forum live via Livestream!

The Modern Family

October 1, 2012; Program: 1:00–4:35pm; Reception: 4:35–6:00PM (or later)

Recent updates from the 2010 Census highlight the increasing numbers of multicultural families.  How do these changes in numbers and types of families affect marketers?

Join us for a highly interactive session as Marilyn Stevens, Partnership and Data Services Program Specialist at the U.S. Census Bureau makes a return visit to ARF’s People Forum.  Marilyn will spotlight the latest learning on the composition of multicultural families in the Census data.  We will then feature speakers who will address the implications of African-American, Latino, Asian-American, and LGBT families.  Matthew Barnhill, EVP, Corporate Market Research of BET Networks, will discuss why marketers should still focus on the buying power of African American families; Cesar M. Melgoza, CEO of GeoScape, will speak to the bicultural future of Latino families; Tom Roth, President of Community Marketing Inc., will shine a light on the growing number and diversity of LGBT families; and Dennis Kho of Global Hue will speak about Asian-American families. 

By concentrating on how multicultural families are evolving, our forum will focus on how you can re-assess your multicultural consumer target, their motivations, and how best to reach them to optimize your multicultural programming.

Featured Speakers:

  • Marilyn Stevens – Partnership and Data Services Program Specialist, U.S. Census Bureau
  • Cesar M. Melgoza – CEO, GeoScape
  • Tom Roth – President, Community Marketing Inc.
  • Dennis Kho – Director of Analytics and Metrics, Global Hue
  • Michele Madansky, PhD – Consumer Insights and Research, BabyCenter

ARF University presents: Principles of Advertising Research - Using Research to Build Effective Advertising Campaigns

Tuesday, October 2, 2012
ARF Office: 432 Park Avenue South, 6th Floor (b/t 29th & 30th)

A foundational course designed to develop expertise in all aspects of the advertising research process. The course will cover:

  • Building an Effective Advertising Strategy
  • Translating Advertising Objectives into Research Plans
  • Pre-Testing Creative Execution
  • Media Measurement and Media Use Trends
  • Assessing In-Market Performance: Tracking and Post-Testing
  • Evaluating Advertising ROI
  • Winning Hearts and Minds: Presenting Your Results

Lunch is included, and attendees are invited to a networking reception directly following the course.

Speakers include:

Kevin Clark – President and Founder, Content Evolution; CEO and Co-founder of EduPresence
Glenn Enoch – Vice President, Integrated Media Research, ESPN, Inc.
Jim Forrest, Ph.D. – SVP, Digital Strategy, Ipsos ASI
Larry Friedman – Chief Research Officer, TNS North America
Don Gloeckler – EVP, Chief Research Officer, ARF
David Marans – EVP, Media, ARF
Bill Pink – Senior Partner, Client Solutions, Millward Brown
Don Sexton – Academic Director, ARF; Professor of Marketing and Decisions, Risk, and Operations, and Faculty Director, Center for International Business Education and Research, Columbia University
Horst Stipp – EVP, Global Business Strategy, ARF


ARF University presents: Creativity in Research - A Playshop

Wednesday, October 3, 2012
ARF Office: 432 Park Ave. South, 6th Floor (b/t 29th & 30th)

Companies can no longer afford researchers who answer but do not ask questions, or who report on findings but do not anticipate and invent possible futures based on their insights. At the same time, we often hear that researchers want their companies to include them more in decision-making, and their advice should be more sought out.

Creativity in Research: A Playshop, was developed on the premise that researchers of all levels can enhance our individual and collective creativity at work to meet the growing business requirements of our companies. In this half-day course, you’ll learn techniques for generating greater impact and recognition for your work, and gain the ability to “sell” these solutions inside and out.

Bill Harvey – Executive Director, Human Effectiveness Institute
Richard Zackon – Facilitator, Council for Research Excellence; Adjunct, New York University

ARF University presents: Discovering Emerging Consumer Markets to Innovate and Grow - A Workshop in Event Consequence Analysis

Wednesday, October 3, 2012
ARF Office: 432 Park Ave. South, 6th Floor (b/t 29th & 30th)

To innovate and grow, brands must draw upon techniques that enable them to identify new markets and business opportunities. This hands-on workshop teaches how to do so using a technique that is easy to learn, straightforward to apply, and can be done everyday using information and knowledge you already have or can easily obtain. By drawing on your analytic smarts and intuitive powers, you will discover new insights that can lead to innovative business ideas. At the end of the session, you will be equipped with a powerful new tool that will enable you to create demand for your brand’s products, services, and experiences.

Steve Rappaport – Knowledge Solutions Director, ARF

ARF is Proud to Participate in the Advertising Week Data Congress!

Wednesday, October 3, 20123:00–6:00pm
Location: NASDAQ MarketSite, 4 Times Square (b/t 42nd & 43rd)

From the Big Leagues to the Big Brands: How Industry Players Are Winning With Data

An all-star lineup from the ARF, CIMM, comScore, and MediaMath will discuss how leveraging data can help us connect with consumers in powerful, new ways.

ARF presents: The Digital Forum at Advertising Week

Wednesday, October 3, 20123:30–5:30pm
Location: New York Institute of Technology, 16 West 61st Street, 11th Floor (at Broadway)
Special Forum: Free to members and non-members - Attend in person or via webcast!

Download the Agenda here!

Value Exchange Advertising

The idea of rewarding people for paying attention to advertising isn’t new—it’s the basis for commercial-supported media—but with the proliferation of media and advertising platforms at our disposal, brands have gotten creative in the ways they incentivize customers for interacting with their content. This special Advertising Week session will explore how value exchanges are fueling some of the most innovative campaigns of the past few years. We’ll learn how brands give real-life or virtual goods in exchange for consumer attention online, in-store, and in-game. Hear how big brands are harnessing the interests of their customers to fuel deeper engagement. You’ll hear several ground-breaking case studies and hear a panel discussion on how value exchange advertising works across media including digital games, print, music, and video. 

Featured Speakers
Azher Ahmed – Director of Digital Operations, DDB Chicago
Adam S. Bacall – VP, Retail Development, Warner Music Group
Aimee Higgins – VP, Strategic Solutions, Pandora
Jack Koch – Director, Global Marketing Insights, Electronic Arts Global Media Solutions
Simone Pierce – Senior Director, Market Research and Insights, Warner Music Group

Social Links: Facebook, LinkedIn and Twitter (#arfforums)

ARF presents: The Best and Brightest Reception

Thursday, October 04, 2012 6:008:00pm
Location: ARF Office, 432 Park Avenue South (b/t 29th & 30th)
Special Event: Free to members and non-members!

Need more time to get to know the amazing people you've met during Advertising Week? The Advertising Research Foundation invites all Advertising Week participants to join fellow great minds and colleagues in the creative, research, marketing, and media communities for a two-hour networking reception!


What happened in 2011?

ARF Ad Week 2011 »

For more info, visit the Advertising Week website!