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The Advertising Research Foundation (ARF) Convenes Advertising and Marketing Elites for Annual Industry Leader Forum

October 25, 2013

ILF Shines the Spotlight on Cross-Platform Measurement and Marketing Mix Models to Catalyze Industry-Wide Collaboration and Action

NEW YORK, October 25, 2013 – This October, the Advertising Research Foundation (ARF) will convene top industry leaders at its 2013 Industry Leader Forum (ILF). The event will focus on keeping pace with today’s consumer through cross-platform measures and predictive mix modeling—a major challenge and dividing issue facing the advertising and marketing industries.

“At this year’s ILF, we will assemble world-class insights and analytics leaders as panelists and attendees, to contribute their expertise and ensure our industry leads with the latest innovations,” said Gayle Fuguitt, president and CEO of the Advertising Research Foundation. “With today’s challenges with cross-platform mix models, we anticipate this year’s event to resonate and inspire tangible industry-wide change. At the ARF, we cannot wait to define ideal characteristics of models that drive better business decisions.”

This year, the ILF will highlight cross-platform and marketing mix model issues through panels and sessions designed to address evolving needs in today’s changing consumer environment. The first panel will bring the world’s largest buyers to the stage to share how their advertising mixes have evolved in the “new normal world,” and discuss whether measurement, analytics, and insights are keeping pace with the consumer. Additionally, industry futurists will offer a preview of what’s next in the cross-platform era by highlighting best strategies for success and opportunities for co-creation opportunities. Finally, notable academics will provide a different take on how other models—such as robotics, genomics and urban planning—have evolved.

Throughout ILF, the ARF will encourage conversation and collaboration among panelists, speakers, and attendees to find new co-creation partners and solutions that will address not only the pressing issues facing today’s advertisers and marketers, but also prepare for tomorrow.

Key participants at this year’s ILF include:

  • Mark Battaglia – CEO, ThinkVine
  • Rex Briggs – CEO, Marketing Evolution
  • Artie Bulgrin – SVP Research and Analytics, ESPN
  • Neil Canter – President, Global Analytic Consulting, Nielsen
  • William Carlson – SVP, Performance Analytics, Choice Hotels International, Inc.
  • Pam Forbus – VP, Strategic Insights, Frito Lay
  • Gian Fulgoni – Executive Chairman & Co-Founder, comScore, Inc.
  • Jeffrey Graham – Global Ad Research Director, Twitter
  • Jahannes Hartmann – VP, Global consumer Insight, Estee Lauder Companies
  • Srishti Gupta – EVP & General Manager, IRI Media & Testing Solutions
  • Pat LaPointe – EVP, Marketshare Partners
  • Joan Lewis – Global Consumer & Marketing Knowledge Officer, Procter & Gamble
  • Bob Liodice – President & CEO, ANA
  • Charles McLeish – Managing Director, Lego
  • Maggie Merklin – SVP, Global, Analytic Partners
  • Robert Moran – Partner, Brunswick Group
  • Dave Morgan – CEO & Founder, Simulmedia
  • David Poltrack – Chief Research Officer, CBS
  • Pathikirit SenGupta – SVP, Analytics, Hill Holiday
  • Brad Smallwood – Head of Measurement and Pricing, Facebook, Inc.
  • Nancy Smith – President & CEO, Analytics Partners
  • Jim Spaeth – Partner, Sequent Partners
  • Radha Subramanyam – EVP, Insights, Research & Analytics, Clear Channel
  • Michael von Gonten – Chief Analytics Consultant, Effective Marketing Management
  • John Walthour – Director, Global Consumer Insights, General Mills

For more information about the 2013 Industry Leader Forum, please visit

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