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ARF Annual Conference
Program
Monday, March 20, 2017

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9:00 – 10:45am

DISCOVER – Unearth the “Aha” Insight

Welcome Day 1

KEYNOTE

Wendy Clark – CEO, DDB North America

Optimizing Mobile Research: Speaking the Consumer’s Language

Designing surveys to take advantage of the unique ways in which consumers communicate on mobile devices.
Chris Bacon – EVP Global Research Quality & Innovation, The ARF

ARF Original Research: How Advertising Works 2016-2017
Creating Effective Mobile Advertising – Presentation Part I

The most impactful ways to create valuable mobile advertising that doesn’t disrupt the consumer experience.
Manuel Garcia-Garcia, Ph.D. – SVP, Research & Innovation: Global & Ad Effectiveness, The ARF

10:45 – 11:15am

Networking Break

11:20am – 12:30pm

Industry Deep Dive Sessions

Winning papers and presentations around the continuous cycle of creative.

11:20 – 11:50am

INSIGHT: Crack the Code on Consumers

ARF Original Research Deep Dive

Optimizing Mobile Research: Speaking the Consumer’s Language.
Chris Bacon – EVP, Global Research Quality & Innovation, The ARF
Frances Barlas – VP, Research Methods, GfK Custom Research NA
Ryan Baum – Senior Research Strategist, FocusVision
Zoe Dowling – Lead Research Strategist, FocusVision
Randall K. Thomas – SVP, Research Methods, GfK Custom Research NA

IDEA: Translate Insights Into Creative

Throw Out Your Checklists

Why the secret to great creative is easier and harder than you think.
Laura Mahoney – Global Media Insights, Unilever

IMPLEMENT: Make Magic in the Media

How’s Your Judgement?

Marketers are not good at picking sales winning advertisements.
Nicole Hartnett – Senior Research Associate, Ehrenberg-Bass Institute
Rachel Kennedy, Ph.D. – Associate Professor, Ehrenberg-Bass Institute

IMPACT: Measure for Success

Synergy Between Paid and Digital Owned Media

How media investment in paid and owned media affect brand sales.
Martin Block, Ph.D., Professor, Northwestern University
Robert Jayson – Global Lead Publicis Media

INGENUITY: Disrupt Your World

Why People Use and Engage with Digital Content Globally

Americans are more likely to need a ‘digital hug’ than other markets.
Erica Carranza, Ph.D. – VP, Consumer Psychology, Chadwick, Martin, Bailey
Vicki Draper – Director, Consumer Analytics & Research, AOL, Inc.
Niels Schillewaert, Ph.D. – Co-Founder & Managing Partner, InSites Consulting

 

12:00 – 12:30pm

INSIGHT: Crack the Code on Consumers

A Collaboration to Creative

This approach offers CMOs the decision-making precision that accounting has long offered CFOs.
Timothy O’Brien – VP, Consulting, Forethought
Ken Roberts – President, Forethought
Elizabeth Windram – Director, Brand & Advertising, JetBlue

IDEA: Translate Insights Into Creative

DriVRs of Emotion

Understand non-conscious responses in new media environments.
Devin Fallon – Director, Media Insights+Analytics, YuMe
Brendan Murray, Ph.D. – Director, Nielsen

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IMPLEMENT: Make Magic in the Media

Frito-Lay’s Path to Mobile Creative Success

Getting creative right on mobile.
Shawn Baron – Global Measurement Lead, Facebook, Inc.
Atin Kulkarni – Senior Director, Portfolio Strategy & Analytics, Frito-Lay, Inc.

IMPACT: Measure for Success

The Power of Cross-Platform Pairing: Digital + Direct Mail

Direct Mail enhances digital effectiveness.
Ani Ieroncig – Director, Marketing Research, Marketing & Commercial Products, Canada Post
Elissa Moses – CEO, Neuro & Behavioral Sciences, Ipsos

INGENUITY: Disrupt Your World

Time to Change! From Tracking to Brand Guidance Systems

Anheuser Busch InBev optimizes in-market measurement.
Jodi Harris – VP, Consumer Strategy & Insights, Anheuser-Busch InBev
David Hluska – SVP, Kantar Millward Brown
William Pink – Managing Partner, Kantar Millward Brown

12:30 – 1:40pm

Networking Lunch

1:50 – 2:20pm

Industry Spotlight Sessions

More info coming soon.

2:30 – 3:40pm

Industry Deep Dive Sessions

Winning papers and presentations around the continuous cycle of creative.

2:30 – 3:00pm

INSIGHT: Crack the Code on Consumers

More info coming soon.

IDEA: Translate Insights Into Creative

TV Ads and Search Spikes

Informative ads reduce search spikes for mature brands.
Kenneth Wilbur – Associate Professor, Rady School of Management, Univ. California, San Diego

IMPLEMENT: Make Magic in the Media

Unlocking Great Creative in China

A test of neuro measures across cultures.
Steven Bellman – Professor, Ehrenberg-Bass Institute
Rachel Kennedy, Ph.D. – Associate Professor, Ehrenberg-Bass Institute
Magda Nenycz-Thiel, Ph.D. – Senior Research Associate, Ehrenberg Bass Institute
Duane Varan, Ph.D. – CEO, MediaScience

IMPACT: Measure for Success

Where ROI Rules – Content is King

The value of advertising context, now quantified in ROI terms.
David Poltrack – CRO, CBS Corporation; President, CBS VISION
Leslie Wood, Ph.D. – CRO, Nielsen Catalina Solutions

INGENUITY: Disrupt Your World

This is Not Your Father’s Advertorial

Clarifying the notion of “branded content.”
Kunal Gupta – Founder & CEO, Polar
Sherrill Mane – Head, MAdTech Strategy, Ipsos Connect, US

 

3:10 – 3:40pm

INSIGHT: Crack the Code on Consumers

Context Effects: How Mood Impacts Ad Receptivity

Understanding the impact of mood management on viewing behavior and ad engagement.
Julie DeTraglia – Head, Ad Sales Research, Hulu
Barbara Leflien – President & Founder, Leflein Associates

IDEA: Translate Insights Into Creative

What’s So Emotional About Emotional Ads?

The nature and role of different advertising styles.
David Brandt – EVP, Ad Effectiveness, Strategy, Nielsen
Linghan Wang – Senior Analyst, Nielsen Catalina Solutions

IMPLEMENT: Make Magic in the Media

A Journey in Copy Testing

Partnering is the key to increasing advertising quality.
Roberto Cymrot – Group Director, Knowledge & Insights, The Coca-Cola Company
Laura Derrick – VP, Kantar Millward Brown

IMPACT: Measure for Success

The Halo Effect

Premium publisher advertising drives higher ad effectiveness.
Anne Hunter – SVP, Advertising, comScore, Inc.
Jason Kint – CEO, Digital Context Next

INGENUITY: Disrupt Your World

More info coming soon.

3:40 – 4:00pm

Coffee Break

4:00 – 5:30pm

Create – Design Great Advertising

Creating Effective Mobile Advertising – Panel Part II

Chief Creative Officers share the “why” and “how” behind their most impactful mobile advertising campaigns.

KEYNOTE

Raja Rajamannar – Chief Marketing & Communications Officer, MasterCard

Closing Remarks

5:30 – 7:00pm

President’s Reception

Build your network with industry influencers at the “Power Cocktail Hour.”

Sponsored by:

6:30 – 7:30pm

Ogilvy Awards

The ARF David Ogilvy Awards Reception

Join The ARF Board of Directors and toast the finalists.

7:30 – 10:00pm

The ARF David Ogilvy Awards

For 23 years, these prestigious awards have honored insights that inspire great creative. Celebrate the winners who join the highest ranks of a global community that inspire the next generation.

Sponsored by:

Tuesday, March 21, 2017

9:00 – 10:45am

Determine – Measure Your Impact

Welcome Day 2

KEYNOTE

Jennifer Sey – CMO, Global Brands, Levi Strauss & Co.

Late-Breaking Industry Research Unveiled
The Cross-Platform Puzzle: Solve for Offline Impact

Joseph Davin – Quantitative Researcher, Facebook
Brad Smallwood – VP, Measurement & Insights, Facebook
Leslie Wood, Ph.D – CRO, Nielsen Catalina Solutions

ARF Original Research: How Advertising Works 2016-2017
Unveiling The ARF Context Effects Model

Find out whether the benefits of targeting outweigh those of serving an ad in the right context and what is the right balance.

The benefits and right balance of targeting vs. serving an ad in the right context.
Jasper Snyder – EVP, Research & Innovation, Cross-Platform and Media, The ARF
Horst Stipp, Ph.D. – EVP, Research & Innovation: Global & Ad Effectiveness, The ARF

10:45 – 11:10am

Networking Break

11:10am – 1:00pm

Industry Deep Dive Sessions

Winning papers and presentations around the continuous cycle of creative.

11:10 – 11:40am

INSIGHT: Crack the Code on Consumers

More info coming soon.

IDEA: Translate Insights Into Creative

Mobile Ads: Intrusive or Effective?

The optimal balance between intrusion/annoyance and effectiveness.
AJ Mathew – VP, Research, Kargo
Duane Varan, Ph.D. – CEO, MediaScience

IMPLEMENT: Make Magic in the Media

Emotion Measurement

Predicting ad sales lift with 75% accuracy.
Mihkel Jäätma – CEO, Realeyes

IMPACT: Measure for Success

The Mind of the Viewer

Discontinuous TV watching is the new normal.
Carl Marci, M.D. – Chief Neuroscientist, Nielsen Consumer Neuroscience
Naomi Nuta – VP, Client Services, Nielsen Consumer Neuroscience
Beth Rockwood – VP, Portfolio Research & Chief of Staff, Turner Broadcasting, Inc.
Richard Zackon – Facilitator, Council for Research Excellence

INGENUITY: Disrupt Your World

More info coming soon.

 

11:50am – 12:20pm

INSIGHT: Crack the Code on Consumers

The Misconception of Millennial Individualism

Why millennials purchase certain brands.
Ron Park – VP, Audience Insight & Strategy, Merkle, Inc.
Jennifer Perry – Associate Director, Audience Insight & Strategy, Merkle, Inc.

IDEA: Translate Insights Into Creative

Multiscreen Ready: Neuro Optimization for Cross-Platform

Creative needs to be tailored to each screen.
Pranav Yadav – CEO, Neuro-Insight US Inc.

IMPLEMENT: Make Magic in the Media

More info coming soon.

IMPACT: Measure for Success

TV’s Late Bloomer

Video-on-Demand and its advertising impact.
Maria DeLuca – SVP, Consumer Marketing, Bravo Media, NBCUniversal
Dave Kaplan – SVP, Research, Bravo & Oxygen Media, NBCUniversal
Chris Pizzurro – Head, Business Development, Sales & Marketing, Canoe Ventures

INGENUITY: Disrupt Your World

More info coming soon.

 

12:30 – 1:00pm

INSIGHT: Crack the Code on Consumers

More info coming soon.

IDEA: Translate Insights Into Creative

More info coming soon.

IMPLEMENT: Make Magic in the Media

Elevating Digital Advertising

Insights into optimizing all online advertising
Josh Billig – Consumer Advertising Research, Microsoft
Jon Brand – SVP, Brand & Consumer Experiences, GfK

IMPACT: Measure for Success

Video’s Ability to Break Through

Site design and context matter.
Pamela Marsh. Ph.D. – Director, Primary Research, Annalect Group
Katy Mitchell – Advertiser Experiment Advocate,Google, Inc.
Duane Varan, Ph.D. – CEO, MediaScience

INGENUITY: Disrupt Your World

More info coming soon.

 

1:00 – 2:10pm

Networking Lunch

2:10 – 3:20pm

Industry Deep Dive Sessions

Winning papers and presentations around the continuous cycle of creative.

2:10 – 2:40pm

INSIGHT: Crack the Code on Consumers

More info coming soon.

IDEA: Translate Insights Into Creative

Beyond Completion Rates

How social video works.
Jonathan Jusczyk – Associate Director, Research Operations, MAGNA/IPG Media Lab
Katherine Karp – Global Agency Research, Twitter

IMPLEMENT: Make Magic in the Media

More info coming soon.

IMPACT: Measure for Success

Monetizing In-App Behavioral Signals for Targeting

Beyond cost per install – increasing the lifetime value of app users.
Gilad Barash – Senior Data Scientist, dstillery

INGENUITY: Disrupt Your World

More info coming soon.

 

2:50 – 3:20pm

INSIGHT: Crack the Code on Consumers

More info coming soon.

IDEA: Translate Insights Into Creative

Branded Social Media Content & Consumer Engagement

Most social media “best practices” have little impact on consumer engagement.
Jeffrey Inman – Associate Dean, Research, Katz Graduate School of Business, Univ. of Pittsburgh
Earl Taylor – CMO, Marketing Science Institute

IMPLEMENT: Make Magic in the Media

Exploiting VR to Recreate Real-Life Ad Exposure

Getting us closer to a real-life response.
Kate Hartzell – SVP, Basis Research
Rune Mortensen – Managing Director, Basis Research

IMPACT: Measure for Success

Who Blocks Ads, Why and How to Win Them Back

Implementing simple strategies can win back two-thirds of ad blockers.
Samar Das, Ph.D. – CEO, C3Research
Kristina Sruoginis – Research Director, IAB

INGENUITY: Disrupt Your World

More info coming soon.

3:20 – 3:40pm

Coffee Break

3:45 – 5:00pm

Inspire – Lead With Conviction

Inspiration for Innovation and Impact

Three industry innovators share how they are implementing a startup discipline and best practices in their companies, and the payoffs.

KEYNOTE

Jose Miguel Sokoloff – Global President, MullenLowe Group Creative Council, Co-Chairman & CCO, MullenLowe SSP3

Closing Remarks

5:30 – 7:00pm

ARF Young Pros Special Session
Becoming a Leader: Surviving and Thriving

You’ve been offered an opportunity to manage your first direct report. Sounds great but now what?? What skills and knowledge do you need to be successful? Industry leaders share leadership experiences from their careers in an informal setting over drinks and snacks.