ARF Engagement Council
Upcoming Meetings
AUGUST 20, 2008 • 1:30–3:30PM CDT
In Chicago – Consumer Behavior and Influencing Bottom Line
Location
Starcom Mediavest Group
35 West Wacker Drive (Leo Burnett Building, Wacker & Dearborn)
Room 14 MAIN
Chicago, IL 60601
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 will be exploring 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. Join us on August 20 to share in the learnings from 3 leading marketing organizations.
Agenda in Central Time
1:30–1:35PM CDT
Welcome
Marc Nightingale – The ARF
1:35–1:45PM CDT
Introduction
Greg Whiteman – U.S. Postal Service
1:45–2:05PM CDT
John Fetto – Experian Consumer Research
2:05–2:25PM CDT
John Chandler – Microsoft/Atlas
2:25–2:45PM CDT
Mike McKunas – The Kellogg Company
2:45–3:15PM CDT
Group Discussion and Q & A
3:15–3:30PM CDT
Wrap Up
Greg Whiteman – U.S. Postal Service
Registration
To attend in person: Email councils@thearf.org. (Please include your name, title and company.)
To attend virtually: Register via WebEx.
Past Meetings
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) 2008-05-22_ARF_Eng_DeSena.pdf
How Do You Measure Engagement? (PDF, 3.9mb) 2008-05-22_ARF_Eng_LaPointe.pdf
Engagement & Beyond (PDF, 276kb) 2008-05-22_ARF_Eng_Wakeling.pdf
MARCH 20, 2008
The March 20th Engagement Council Meeting agenda will now include a joint presentation by MTV Network’s Colleen Fahey Rush and Todd Cunningham on their Multi-screen Cross-Platform Engagement Study.
Please join us at 2:30pm this Thursday at the ARF Offices at 432 Park Avenue South for an opportunity to learn how engagement has been put to work at leading companies around the world.
Engagement Moves from Theory to Practice
AGENDA
2:30–2:45PM
Introductions and Review of Mission and Agenda
La Ganjam – ConAgra
Greg Whiteman – USPS
2:45–3:30PM
Moving Engagement from Theory to Practice
Scott Hanson – Longwoods International
3:30–4:15PM
A Multi-Screen Cross-Platform Engagement Study
Colleen Fahey Rush – MTV Networks
Todd Cunningham – MTV Networks
4:15–4:30PM
Review of Council Objectives and May Meeting Agenda
La Ganjam – ConAgra
Greg Whiteman – USPS
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.
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
When registering via e-mail, please include the meeting you wish to attend, your name and title, company, and contact information.
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