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Horst Stipp, 41-year NBC Universal Vet Joins The ARF as EVP, Global Business Strategy

January 5, 2011

NEW YORK – January 4, 2011

The Advertising Research Foundation (ARF) today announced the hire of former NBC Universal Senior VP, Strategic Insights & Innovation Horst Stipp, Ph.D. as EVP, Global Business Strategy. The newly-created position reflects the ARF's commitment to the development of global advertising and marketing research and its international members.

Stipp received his Ph.D. in Sociology from Columbia University and has been involved in media research at NBC for over 40 years. His research publications, in both English and German, cover a wide range of topics and he frequently presents at conferences, both in the US and in Europe. Recently, his work has focused on changes in media use and the impact of advertising in the digital age. Stipp has also taught media metrics seminars at Columbia University's Business School for over ten years.

ARF President and CEO Bob Barocci said, "We are delighted to welcome Horst Stipp to The ARF. His expertise and experience from his long career at NBC will be hugely advantageous to The ARF's continual advancement of the research knowledge of the industry, as we celebrate our 75th Anniversary in 2011, and beyond."

Horst Stipp said, "In my new role at The ARF, I am excited about the opportunity to expand The ARF's relevance and impact beyond the U.S. and better serve the ARF's many multinational members."

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

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