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ARF Names Dr. Raymond Pettit as New SVP, Research & Standards

September 22, 2008

New York, NY – September 22, 2008

Noted industry thought leader, Dr. Raymond Pettit, Ph.D, has joined the Advertising Research Foundation (ARF) as Senior Vice President, Research & Standards, replacing Dr. William A. “Bill” Cook, who is leaving on an extended sabbatical, it was announced today by Robert Barocci, President and CEO.

“Bill Cook has been a rock-solid fixture at the ARF for over ten years and during my five year tenure has contributed more than anybody to the progress we have made. The ARF and industry will miss him, but once he gets over his ‘mortality preoccupation’, I am sure he will be back at the ARF in some capacity,” said Barocci.

Barocci went on, “we are fortunate that Ray Pettit can step in immediately and, because he has worked with us as a consultant over the past year, will step in without missing too many beats.”

Dr. Pettit brings decades of experience to his new post, where he will immediately assume all of Dr. Cook’s responsibilities, including support of the ARF Online Research Quality Council and research reviews, as well as managing and advancing ARF research standards.

Prior to joining the ARF, he was most recently a Vice President at MarketShare Partners, a Los Angeles-based firm that provides advanced analytic strategy, guidance and technology to a Fortune 50 client base. Throughout his distinguished career, he has focused on instilling and disseminating marketing expertise and analytical counsel based on a deep knowledge of marketing science. By way of example, he teaches a course on marketing accountability and ROI approaches for the American Marketing Association, and has lectured at the University of Illinois Executive MBA Program.

In addition, he has authored two books on marketing and advertising research. His first publication: “Market Research in the Internet Age” (John Wiley & Sons), was the first book to establish the conceptual and methodological framework for integrating market research techniques with CRM processes and online technology. His latest book, published in 2007 – “Learning From Winners” (Psychology Press) – was commissioned by the ARF and sponsored by Microsoft Corporation; this book presents the stories of several Ogilvy Award winning firms and how they used research to drive advertising, marketing and branding success.

Academically, he received his bachelors degree from the University of Michigan, and both masters and doctoral degrees from the University of Illinois.

“Ray Pettit is that rare combination of ‘thinker’ and ‘doer’,” noted Joel Rubinson, Chief Research Officer of the ARF, “ and his intellectual activism will play a key role as we continue to broaden our outreach to every aspect of the marketing world.”


Media Contact
Advertising Research Foundation 
Barry Schwartz
212-677-8700 Ext 18
barry@schwartzpr.com

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