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ARF announces Coreen McGann as EVP, Advertising Effectiveness

January 7, 2013


(New York, NY – January 7, 2013)  – The Advertising Research Foundation (ARF) is happy to announce a new addition to its already powerful Research Subject Matter Expert (SME) team.  On January 7, 2013, Coreen McGann will be joining the ARF as EVP, Advertising Effectiveness.

Coreen has a breadth of experience in insights and strategy. She spent the last four years leading Kraft’s Consumer Insights and Strategy team for the $3+B Coffee and Refreshment Beverage businesses in the U.S., which includes such iconic brands as Maxwell House, Crystal Light, Capri Sun, and Kool-Aid.

Coreen drove significant contributions to the company’s three-year strategic plan across beverages. She guided consumer-driven innovation platforms, including the highly successful launch of MiO Liquid Water Enhancer and the recent introduction of Gevalia coffee to retail. She was a member of the core team that guided all creative development, implementing new methodologies to unearth consumer motivations and strengthen creative efficiencies.

Prior to that role, Coreen led Shopper and Innovation insights teams at Kraft. Over her career, she has honed skills in consumer insights, brand strategy, advertising, innovation, and team development. Coreen has a degree in marketing and statistics from St. Bonaventure University and an M.B.A. from Pace’s Lubin School of Business.

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 helps 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. The ARF is celebrating its 76th 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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