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The ARF announced today that Todd M. Powers, Ph.D. will be joining the ARF as Chief Research Officer by month’s end. Dr. Powers comes to the ARF by way of IBM, where he has been since 1998, most recently serving as Director of Brand and Advertising Research in the Market Insights organization.
Bob Barocci, President and CEO of the ARF, said, “This is a big day for the advertising research industry. Todd brings a unique skill set to this critical industry leadership role that includes a passion for quality rigor rooted in his academic background; a full understanding of the ingredients of successful buyer-seller partnerships from his research consulting days; and very importantly, perspective on today’s challenges through his last twelve years working where the rubber meets the research road at IBM, one of the “smartest advertisers on the planet”!
Barocci went on, “Dr. Powers will be charged with providing the leadership vision for industry topics including advertising ROI, leveraging data analytics for insight, establishing research-guided roadmaps to better manage decision-making complexity, digital measurement, and the real marketing role of the social media movement.”
Dr. Powers has held a number of positions in market research, including President/Owner of a privately held research and consulting firm, and analyst positions in private and public industry, as well as serving as an adjunct faculty member at Duke University’s Fuqua School of Business. This experience positions him well to serve each of our key ARF audiences: Business and consumer industry advertisers, research companies, ad agencies, media companies and the academic community.
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