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Bob Woodard Joins the ARF as EVP, Advertising Effectiveness

August 18, 2011


NEW YORK – August 18, 2011 – Today, the Advertising Research Foundation (ARF) announces a significant expansion of their already powerful Research Subject Matter Expert (SME) team. In September, Robert Woodard, formerly VP, Global Consumer and Customer Insights, Campbell Soup Company, will join the ARF Research team as EVP - Advertising Effectiveness.

As a major contributor to the ARF landmark NeuroStandards 1.0 study, Woodard will continue to work collaboratively on the NeuroStandards 2.0 study, which will expand to include traditional creative testing as well as the emerging biometric techniques.

Bob Barocci, ARF President & CEO, said, “Bob’s addition enables us to lead in all areas significant to our members. He will add much to the intellectual capital of our SME team that now includes Bill Cook - EVP Research Quality, David Marans - EVP media, Ted McConnell - EVP Digital, Horst Stipp - EVP Global Strategy, and Todd Powers, Chief Research Officer and SME on research transformation and brands.”

Woodard joins the ARF as one of the world’s foremost authorities on the knotty subject of “how advertising works.” Prior to Bob’s ten years at Campbell Soup, he spent about ten years at The Coca-Cola Company with responsibilities for Africa, Latin America and North America, and ten years at Frito-Lay, where he cut his teeth on research.

About the Advertising Research Foundation (ARF):
Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better advertising decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. In 2011, the ARF will celebrate its 75th Anniversary as the industry's authoritative source of advertising knowledge. The ARF is located at 432 Park Ave. South, 6th Floor, New York, NY 10016 and on the Web at



Leslie Hutchings
ARF Marketing & Communications Director

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