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Super-Council Eyes Seat At Creative Table

May 13, 2010

By Karl Greenberg

There is probably no small number of marketers, media sellers, advertisers, brand managers and creatives who see market researchers as Radar O'Reilly-esque number crunchers packing Ambien-like PowerPoint presentations, whose sole job in life is to find the creative spark and kill it with consumer data.

The Advertising Research Federation (ARF) is hoping to change all this and finally give research a seat at the mythical table where strategy is shaped and campaigns are hatched.

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