ARF Engagement Council
Upcoming Meetings
TUESDAY, SEPTEMBER 28, 2010 • 12:30–2:00PM EST
In partnership with
Neurotrial: The Next Wave in Research
Registration
To attend in person register via My ARF »
If you have any questions, please contact Zena Pagan at councils@thearf.org.
Location
Bloomberg
7 East, Multi-Purpose Room
731 Lexington Avenue (between E. 58th and 59th streets)
New York, NY 10022
Agenda
12:30–12:35PM
Welcome and ARF Updates
Robert Barocci – President/CEO, The ARF
Bill Cook – EVP Research and Standards, The ARF
12:35–12:50PM
Neurotrial: The Next Wave in Research
Duane Varan, PhD – Murdoch University, Australia
Director, Interactive Television Research Institute/
Executive Director and CRO The Disney Media and Advertising Lab
12:50–1:20PM
Vendor Panel Discussion
1:20–1:40PM
Neurotrial Vendors/Sponsors
1:40–2:00PM
Announcement Q&A
2:00PM
Adjournment
Past Meetings
JULY 27, 2010
Multi-Channel Advertising
During this council meeting, we will be exploring several innovative examples of how organizations have used its multi-channel advertising to engage consumers in enhanced relationships. First, we will review how a large service organization aligned its messaging and its media mix to drive an enhanced brand position and customer engagement. Second, a national non-profit organization will demonstrate how it used a variety of methods to significantly lift the engagement in the cause and convert prospects to participants.
Featured Speakers
Arthur Mitchell – Group Solution Planning Director for Kaiser Permanente, C-E Advertising
Curtis Munk – VP, Strategic Planning Director for Adopt-a-Pet, DraftFCB
SPECIAL ADVERTISING WEEK SESSION – SEPTEMBER 23, 2009
Engagement Moves Forward: New Case Studies and Evidence Venue
Belle Frank, EVP of Young & Rubicam, showcased new work and solutions regarding engagement. Bill Siegel, CEO of Longwoods International, presented dramatic evidence of engagement at work in television and print advertisements. Anne Manning, Founding Partner of Drumcircle and Barbara Basney, Global Advertising, Marketing & Communications from Xerox Corporation discussed how to engage a B-to-B audience.
PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)
JUNE 25, 2009
Creating and Measuring Engagement
Join Greg Whiteman and Bob Woodard on June 25th for the ARF’s summer Engagement session.
The U.S. Navy must recruit individuals with a wide range of skills and interests, from SEALs to chaplains, from pilots to linguists, from nurses to nuclear engineers. This presentation will take a look at how the Navy engages numerous and diverse targets using a wide range of media vehicles in an integrated fashion. We'll review what and how Navy's recruiting communications efforts are measured and the results we've attained."
Wunderman will be featuring a case study from Burger King that will demonstrate how an immersive digital experience can create engagement and drive brand loyalty among moms and kids. Building from the results of research around moms and kids, Club BK took shape as a fully immersive digital world to give mom tools to manage and maximize quality family time, while creating an online space for children and tweens to be entertained. The session will also address the topic of measuring engagement. New and emerging methodologies and measurement technologies will be illustrated through additional Wunderman client case studies.
Dr. Joseph Plummer from Olson Zaltman Associates will share their recent ZMET case study that led to engaging creative in collaboration with Cisco.
PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)
WEDNESDAY, APRIL 15
New Ways of Defining and Measuring Engagement
John Kenny from DraftFCB Chicago presented the launch of Alli; the first, FDA approved over-the counter weight loss medication. He discussed how Alli executed a very innovative and integrated retail program to engage consumers and drive sales.
Dr. Joel Weinberger from Thinkscan presented a new case study using Neuroscience-based methodologies. Josh Chasin discussed comScore’s development of an advanced method to measure online engagement.
PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)
Applying the "Peterson Model" for Vehicle Engagement
Discovering What People Really Think
NOVEMBER 19, 2008
Market Performance
How have organizations used Engagement to drive improved market performance? How are they rethinking the ways to integrate media to increase their connections with their consumers? Where is the emerging field of marketing neuroscience headed in its efforts to help us understand what Engagement is and how best to drive it? Two organizations provided perspectives on these issues: Valassis and Innerscope Research.
PRESENTATIONS
Innerscope Research - A Revolution in Audience Research (PDF, 6.6mb)
A Discussion of Accountability, Engagement, Activation (PDF, 92kb)
AUGUST 20, 2008
In Chicago – Consumer Behavior and Influencing Bottom Line
Much progress is being made to establish Engagement as a key metric of success for advertising. Focusing attention on driving customers’ behaviors and influencing bottom line results is critical to enhancing the performance of advertising.
During this council meeting, we explored such topics as the direct correlation of consumers’ engagement with content and consumers’ engagement with advertising and the impact on product purchasing and Engagement Mapping to allow advertisers to determine the impact across all marketing touchpoints.
PRESENTATIONS
Multi-Media Engagement Study (PDF, 404kb)
Engagement Mapping (PDF, 2.1mb)
MAY 22, 2008
Moving Engagement Forward
The new Engagement Council is spearheading the effort to:
- Move Engagement from a Research focus to an Advertiser focus
- Move Engagement from a Theory perspective to an Action perspective
The definition of Engagement developed by an intra-industry committee, representing advertisers and suppliers, clearly focused on the consumer:
Turning on a prospect to a brand idea enhanced by the surrounding context.
It shifted the focus of the objective and measurement of advertising from reach/frequency and awareness/attitudes to behaviors. While this definition opened a diverse dialogue around the value of developing and measuring from this new context, it also raised questions about what specifically was “consumer engagement.” To respond to this challenge, it was proposed that a practical statement of “consumer engagement” would be.
Generating relevant behavior with the customer or prospect.
During this council meeting, two leaders in the advertising field presented their perspectives and experiences on the actual application of engagement in developing advertising campaigns. We explored the potential value of engagement as a way to enhance your advertising and make it more consumer and results focused.
PRESENTATIONS
There is No EScore (PDF, 260kb)
How Do You Measure Engagement?
Engagement & Beyond (PDF, 276kb)
MARCH 20, 2008
Engagement Moves from Theory to Practice
The March 20th Engagement Council Meeting agenda included a joint presentation by MTV Network’s Colleen Fahey Rush and Todd Cunningham on their Multi-screen Cross-Platform Engagement Study.
PRESENTATIONS
Engagement Moves from Theory to Practice (PDF, 1.5mb)
Moving Engagement from Theory to Practice (PDF, 27.2mb)
Council Chairs
Greg Whiteman – United States Postal Service
Greg has a BA from Dartmouth College, a Master of International Studies from the School of Advanced International Studies, The Johns Hopkins University, and an MBA in Marketing from The George Washington University.
Greg has held a series of executive management positions in Product Management, Sales, Market Research, and Marketing Planning.
Currently Greg is the Manager, Market Research in the Market Strategy and Support Group in the Marketing group. He is responsible for the ongoing market research, market and competitive analysis, customer analytics, and segmentation analysis and planning.
ARF COUNCILS SPONSOR
NOTE: ARF Council sessions are closed, member only sessions and cannot be covered by the press without prior approval from the ARF President & CEO.
Council’s mission
The mission of the Engagement Council is to provide an industry-leading peer discussion forum, for the continuous refinement and application of the Engagement construct.
Specifically, the Engagement Council will:
1. Provide a place where innovative research, critical thinking, and demonstrations of ‘engagement in use’ can be presented, discussed, and assessed
2. Solicit and organize contributions to a body of knowledge on Engagement which will be disseminated to the industry by the ARF and its association partners
3. Where necessary, the Council will propose research initiatives and develop funding support for them.
Meeting/registration notes
Council meetings are open to ARF members only. 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.
The Advertising Research Foundation
432 Park Avenue South
6th Floor
New York, NY 10016-8013