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In a major expansion move, media industry veteran Craig Gugel has joined The Advertising Research Foundation (ARF) as Senior Vice President, Media Analytics, it was announced today by Robert Barocci, President and CEO.
In this new post, Gugel will be The ARF’s primary expert regarding all media matters, working closely with the leadership team for the 360 Media and Marketing Super Council, as well as all other media-related councils.
“We are especially excited to have Craig Gugel join our team,” stated Joel Rubinson, Chief Research Officer, The ARF, “because he is rightfully considered to be one of the industry’s premier thinkers on all things media and solidifies The ARF as a world class center for media knowledge.”
“Today’s challenges make it crystal clear that research departments and research budgets must contribute to corporate health, both short and long term,” noted Barocci. “If that is not happening, we should not be surprised to see research budget and staff cuts. The ARF’s 2009 initiatives are geared to helping our members add that value.”
“It is clear that 2009 will be a year like no other,” Barocci added, “and the research industry can no longer be satisfied with the current knowledge gaps on everything from 360 media marketing, an online currency metric acceptable to all, and the lack of progress on metrics for emerging media including WOM, mobile, gaming and more. Such extraordinary times require a combination of experience and vision, and Craig Gugel is extraordinarily qualified to lead these industry initiatives.”
Prior to joining The ARF, Gugel served as President of Telmar Information Services and Telmar HMS where he managed all operations for the Telmar Group in North America. Conde Nast Publications, The Economist, Optimedia, OMD, Google and Discovery Communications were among the most active of the 100+ clients under his team’s management.
He came to Telmar from IMS Worldwide, a division of The Nielsen Company, where he was Executive Vice President, Worldwide Analytics & Strategy, working extensively in the entertainment and retail research fields. Before that, he was Executive Vice President and Director of Strategic Insights at Optimedia International, a division of Publicis-owned ZenithOptimedia, where his client responsibilities included consumer insights work for such clients as L’Oreal, BMW and Nestle.
He began his career as a spot media buyer at Kenyon & Eckhardt, and further worked for several other major advertising agencies including McCann-Erickson Worldwide, Foote Cone & Belding Communications and Organic, Inc., and also founded his own research consultancy – Manhattan-Pacific Multimedia – until he moved to Optimedia in 2001.Active in the industry and academic worlds, Gugel is a member of ESOMAR, WOMMA and is a past board member of The ARF, as well as an Adjunct Assistant Professor in the Advertising & Marketing Communications Department at Fashion Institute of Technology.
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