360 Media and Marketing Super Council

Upcoming Meetings

During Advertising Week
SEPTEMBER 27, 2010 • 9:30AM–12:00PM

In partnership with

Cross Platform Exclusive

Location
Bloomberg
7 East, Multi-Purpose Room
731 Lexington Avenue (between 58th and 59th Streets)
New York, NY 10022

Registration
To attend in person register via My ARF »
If you have any questions, please contact Zena Pagan at councils@thearf.org.

A record 160.5 million Americans consumed ESPN’s multi-platform coverage of the 2010 FIFA World Cup. This event also marked the debut of the network's groundbreaking ESPN XP initiative. Please join us as ESPN unveils the much-anticipated results from this unprecedented cross-platform research project!

Announced at the ARF’s Re:think Annual Convention in March, ESPN XP is an ongoing cross-media research initiative with the goal of counting audiences to each platform, determining cross-platform effects, and measuring advertising effectiveness.

This exclusive inside look will be presented by three of ESPN's well-known, forward-thinking leaders, Artie Bulgrin, ESPN’s SVP of Research and Analytics, Glenn Enoch, VP of Integrated Media Research and Barbara Singer, VP of Advertiser Insights and Strategy.

Featured Speakers
Artie Bulgrin – SVP, Research and Analytics, ESPN
Glenn Enoch – VP, Integrated Media Research, ESPN
Barbara Singer – VP of Advertiser Insights and Strategy

Agenda

9:30–10:00AM

Check-In and Registration

10:00–10:10AM

Welcome, Introductions and ARF Updates
David Marans - EVP Media, The ARF

10:05–11:25AM

ESPN and The World Cup Research
Artie Bulgrin - SVP Research and Analytics, ESPN
Glenn Enoch - VP Integrated Media Research, ESPN
Barbara Singer, VP of Advertiser Insights and Strategy

11:25–11:55AM

Discussion and Q & A

11:55AM–12:00PM

Closing Remarks and Adjournment
Artie Bulgrin - SVP Research and Analytics, ESPN
Glenn Enoch - VP Integrated Media Research, ESPN
David Marans - EVP Media, The ARF

Past Meetings

MAY 25, 2010

ARF 360 Measurement Day Workshop – Chicago Edition

Mission: To provide the industry with a roadmap for successful 360 cross-channel communications planning and effectiveness measurement.
Learn more »

PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF

Morning Program
Afternoon Program

FEBRUARY 18, 2010

New Technology, New Media, New Measurement

Several industry initiatives are underway to provide research transformation and innovation, to improve the practice of methodological audience research and to take a look of what the future of advertising holds from a new technology and new media channel perspective. On February 18th, leaders from three of these initiatives convened to update members of the 360 Media & Marketing Super Council on what we might expect in these areas in 2010 and beyond.

Featured Speakers
Mike Hess – EVP, Research, Marketing Science & Consumer Insights, Carat and Chairman of the Council for Research Excellence (CRE)
Jane Clarke – Managing Director, Coalition for Innovative Media Measurement (CIMM)
Catharine Findiesen Hays – Project Director, The Future of Advertising Project
SEI Center for Advanced Studies in Management, Wharton School

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

DECEMBER 4, 2009

ARF 360 Measurement Day Workshop

Cross-Channel Communications Planning: Challenges, Issues, Perspectives
Learn more »

PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF

360 Measurement Day Presentations

SPECIAL ADVERTISING WEEK SESSION – SEPTEMBER 22, 2009

New Directions in Marketing Simulation, Scenario Planning, Comms Planning and Targeting

Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.

To underscore the value of targeting in the Communications Planning process several industry leaders provided us with strategic insights/case studies identifying how they addressed various client targeting issues and/or how they helped their clients arrive at better communications plans through “what-if” scenario planning.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

JULY 22, 2009

New Insights from Social and Entertainment Media

David Brandt, Michael Dowling and Christie Kawada presented a series of case studies that are expected to shed new insights on how their respective companies are addressing strategic social media and/or entertainment issues for their clients. These will be followed by updates on each of the 360 MMSC Committees from committee co-chairs.

Featured Speakers
David Brandt – Executive Vice President, OTX
Michael Dowling – Chief Executive Officer, Interpret LLC
Christie Kawada, PhD – VP Strategic Marketing Science, Nielsen Entertainment

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations:
Consumers and Their Screens
Major Trends in Digital Media: Three Screens and a Cloud
Nielsen’s 360 Approach to Understanding Today’s Digital Media Consumers

APRIL 22, 2009

Jess Aguirre from The Hallmark Channel presented “A Fusion Case Study” with The Nielsen Company, which was followed by a panel discussion and Q & A session. The 360 Committees provided updates on their initiatives.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Meeting Notes
Combined Meeting Presentations

FEBRUARY 19, 2009

ARF Launches 360 Media and Marketing Super Council

The first meeting of the 360 Media and Marketing Super Council was held at the ARF.

Another major research initiative for the ARF, the Council’s mission will be twofold:

• to advance the approaches, ROI assessment, testing and evaluation methods of media and communications planning by creating a forum for articulating a 360 marketing belief structure; and
• to be instrumental in identifying world-class cross media research tools in the context of a new ARF media model, enabling ARF members to operate efficiently and effectively in a 360 marketing world

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Kickoff Meeting Presentation
360 Media & Marketing Council Meeting Minutes

360 Media and Marketing Committees

360 Planning Committee*
CHAIR:  Mike Hess—Carat 

PROGRAM COMMITTEE MEMBERS
Hadassa Gerber—Syndicated Network Television Association
Jeff Holecko—Kimberly Clark
Alice Sylvester—Sequent Partners
Bruce Goerlich – Rentrak Corp.
Kelly Andrews – Starcom Mediavest
Carley Graham Garcia—Google
David Marans—David Marans Consulting
Leslie Wood—LWR
Todd Cunningham—MTV Networks

WORKING COMMITTEE MEMBERS
Erwin Ephron—The Ephron Consultancy
Henry Assael—NYU Stern Business School
Bill Harvey—TRA
Jay Luttrell—Jay Luttrell Associates
Jo-Ann Osipow—Synovate
Judit Nagy—MySpace/Fox Interactive
Jason Levin—Razorfish
Gale Metzger—Knowledge Networks
Manish Bhatia—Nielsen

MEMBERS @ LARGE
Marianne Foley—Harris Interactive 
Bill Havlena—Dynamic Logic/Millward Brown
Henry Laura—Knowledge Networks
Lorrie Copeland—Hasbro
Shubu Mitra—The Coca-Cola Company
Jim Forrest—OTX Research
Robert Passikoff—Brandkeys
Amy Shea—Brandkeys
Maury Giles—Pursuit
Becky Wu—Luth Research

360 Analytics/ROI/Data Integration Committee
CHAIR: Leslie Wood - LWR

WORKING COMMITTEE MEMBERS
Daria Nachman—ABC
Jim Collins—Mediamark
Max Kilger—Experian
Peter Doe—Nielsen
Susan Hogan—Martha Stewart
Mike Hess—Carat
David Napior—Mediamark

MEMBERS @ LARGE
Sharad Doshi—Johnson & Johnson
Peter Kloprogge—Pointlogic
Jess Aguirre—Hallmark Channel/Crown Media
Damon Ragusa—ThinkVine
Erwin Ephron—The Ephron Consultancy
Marty Frankel—Mediamark
George Ivie—MRC
David Shiffman—Starcom Mediavest
Leslie Stubin—VMS
Harmen Westra—Insight Express
Howard Shimmel—Nielsen
Gary Getto—VMS
Henry Laura—Knowledge Networks
Robert Ceurvorst—Synovate
Jason LeBar—Electronic Arts
Sarah Gelfand—Acxiom
Jim Dravillas—Google
Darlene Lee—LogicLab

360 Research (Testing) Committee
CO-CHAIRS: David Brandt—OTX Research
Sharad Doshi—Johnson & Johnson

WORKING COMMITTEE
Damon Ragusa—ThinkVine
Mike Pardee—Scripps Networks
Allan Kuse—MMAP Center
Judit Nagy—MySpace/Fox Interactive
Jeff Holecko—Kimberly Clark
Becky Wu—Luth Research

*360 Planning Committee has absorbed the 360 Model Committee.

In operating the 360, the ARF will focus on:

Thought leadership innovation

• Revamping the ARF Media & Marketing Model
• Development of a 360 communications planning roadmap

Dissemination of information through knowledge channels

• Progress reports, knowledge briefs, white papers, JAR articles
• PR, ARF webcasts and the ARF website

Co-operative with the WFA Media Committee

• To be established to enable sharing of knowledge and insights between the WFA
  Media Committee and the ARF 360 MMSC

Co-operative expected to include

• Joint webcasts, workshops, panel interchange
• Cooperative quarterly publications, inter-council speaking engagements

The goal is to provide ARF with a formal international media connection and to reap the
benefits of:

• International contacts
• Innovative research methods developed abroad
• Global media content collection and media exposure

Council Chairs

Craig Gugel – Senior Vice President, Media Analytics, The ARF

Mike Hess – EVP Research, Marketing Science, and Consumer Insights, Carat

Mike recently joined Carat as EVP Research, Marketing Science and Consumer Insights. In this new role, he oversees all of the company’s activities in those areas for the US and has a particular focus in the integration of classic offline data with digital data sets.

Before joining Carat, he was Global Research Director at OMD, where he introduced tools that fused psychographic segmentation with media consumption. He also conducted a number of global studies with partners such as Yahoo! and AOL’s Platform A.

Before that, Mike was Senior Vice President/Chief Research Officer with the NFO unit of the integrated TNS-NFO research firm. There he consulted on various forms of survey research including advanced analytic techniques such as conjoint analysis, volume forecasting, segmentation, virtual shopping designs and the integration of Behavioral research with Attitudinal research. In addition, he was the global expert for TNS in the understanding of how consumers make decisions at Retail, and, in that role, developed models that linked consumer brand loyalty to the retail shelf decision-process.

He has worked at Chicago-based research firms ACNielsen/BASES, and Information Resources, Inc. Mike's client-side experience includes Bristol-Myers Squibb and Clorox, where he was Director of Marketing Research.

Mike earned his MBA from the Wharton school, an MA in experimental psychology from Columbia University, and a BS in psychology from Loyola University of Chicago.

Leslie Wood – President, Leslie Wood Research

Consistently on the “cutting edge” of key media research and planning innovation over the past 25 years, Leslie is currently the president of Leslie Wood Research. She is a frequent industry speaker at forums such as the ARF, Canadian ARF, ANA, Radio TV Rating Council and Marketing Modelers Group.  She is currently Co-Chair of the ARF’s 360 Media & Marketing Super Council and has authored two articles for the JAR: Recency in Media Planning Redefined (August 97) and Internet Ad Buys-What Reach and Frequency Do They Deliver? (February 98).

Leslie’s areas of expertise include media fusion, single source data, data integration, reach and frequency and media optimization.  Her primary focus has been the development of analytic tools and metrics that enhance the use of advertising data.  Leslie has been deeply involved in the development of Project Apollo for the last four years.  She led a team of distinguished research specialists in assisting Procter & Gamble with their evaluation of the Project Apollo service which has become Media Trust LLC.  Media Trust LLC includes Colin McDonald, Bill Moran, Jim Spaeth, Bill Moult, Ed Binkowski and Walter Reichel.

Leslie Wood Research (LWR) is a media research consulting company offering two main areas of service:  general media research consulting and programming and designing proprietary media systems that are simple to use and bring sophisticated thinking to communication planning and buying.  LWR offers vast experience in media research, with programmers, statisticians, modelers, knowledgeable industry consultants, data processing/data entry staff and access to many industry services and data.

Other recent projects include The Fusion Lab, local cable R/Fs and optimizers.  Past and present clients include:  Arbitron, ABC Television, Buena Vista Television, Dentsu, Cable Advertising Bureau, CMR, Cox Cable, IMS, Initiative Media, IRI, Media Audit, Mediacom, Mediamark Research Inc., Nielsen Media Research, RJ Palmer, Scarborough, SQUAD, Telmar, and Video Research.