Past Events
 

Past Events at The ARF

  • 2014
  • 2013
  • 2012
  • 2011
  • 2010
  • 2009

ARF Young Pros: Breakfast With Champions with Brian Fetherstonhaugh

August 21, 2014

On August 21, 2014, from 9:00–10:30am, Brian Fetherstonhaugh will host an intimate breakfast for twelve lucky Young Pros. All Young Pros will have the opportunity to win a seat at his breakfast at the ARF Young Pros Summer Social on Thursday, July 31st, 2014.

  Brian Fetherstonhaugh – Chairman & CEO, OgilvyOne Worldwide

Brian has a unique vantage point on how brands are built, how corporate cultures are created, and what happens as the world goes digital.

In the course of the past 25 years, Brian has worked hands-on with many of the world’s leading brands, including IBM, American Express, Cisco, Coca-Cola, Ikea, Unilever, and Nestlé.

Brian began his career in brand management with Procter & Gamble Canada. He then joined the advertising firm Ogilvy & Mather and rose up through the ranks to become President of its Canadian operations.

In 1997, Brian moved to New York and to the worldwide stage. His first assignment was to lead Ogilvy’s flagship global account, IBM, through its dramatic repositioning as an “e-business.” He later founded and became the first Chairman of Ogilvy’s Global Brand Community, representing the agency’s top 20 international clients, and was appointed to the Ogilvy Executive Committee in 2002.

Today, Brian leads OgilvyOne Worldwide, the customer engagement arm of Ogilvy & Mather. With more than 4,300 staff in 50 countries, OgilvyOne is at the forefront of the digital revolution. To see the latest thought leadership from OgilvyOne Worldwide, visit sellorelse.ogilvy.com, a blog dedicated to the evolution of sales and marketing, and follow @ogilvyone.

Several major innovations have come to life under Brian’s leadership such as the launch of Neo@Ogilvy, the agency’s full-service, global digital media and search capability, and the creation of the global network of Ogilvy Digital Labs.

Brian is a frequent lecturer at distinguished institutions including Yale, Harvard, MIT Sloan School, Columbia, and McGill.

Born and raised in Montreal, Brian graduated from the McGill University Business School. Brian is married to Chris and has two daughters, Claire and Alison. He plays ice hockey every Sunday night and plays guitar and harmonica in a rock band—aptly named Plan B.

ARF Young Pros Summer Social

July 31, 2014

Mark your calendar for the ARF Young Pros Summer Social!

Registration for the ARF Young Pros Summer Social today is now CLOSED due to capacity. If you would like to be added to the wait list please email Carolyn@thearf.org

Summer is nearly here and we are excited to announce the annual ARF Young Pros Summer Social. Join us on Thursday, July 31st on The Delancey’s Rooftop Garden overlooking the Williamsburg Bridge for drinks, appetizers, networking, and prizes! The Young Pros have grown to over 1,000 individuals so space will be very limited.

All Young Pros attending this event can enter to win a seat at our next Breakfast with Champions hosted by Brian Fetherstonhaugh, Chairman & CEO, OgilvyOne Worldwide

Times Square

Where: The Delancey on the Rooftop Garden overlooking the Williamsburg Bridge
168 Delancey Street New York, NY 10002

When: Thursday, July 31st @ 6–9pm

Why: Drinks, Appetizers, Networking, Prizes and Palm Trees!

 

young pros

ARF Thought Leader Series: Has Mobile's Day Finally Come?

July 31, 2014

Emerging Trends in Mobile and What they Mean for Your Business

Smartphone users spend more than a full day every month – over 30 hours – immersed in apps. Add in browser time, and it's no wonder that consumers are more likely to watch video, shop and socialize on the small screen on the small(est) screen than ever before.

  • What can be the impetus for Brand advertisers to invest more? What measurement data/answers are needed?
  • How important is mobile in the "cross-platform" experience?
  • Are emerging app-focused business models compatible with traditional video and display ad buys?

On July 31, The ARF will host an Insights Breakfast with Nielsen to share mobile advertising insights and discuss how consumer usage and adoption trends are changing our communication ecosystem.

Speakers:
Raymond Greene, VP Director of Media Activation & Partnership, Digitas
Nileem Jani, Director, Advertiser Strategy, Production & Brand Verizon Wireless
Peter Orban, EVP, Research & Innovation: Mobile & Social The ARF
Moderator: Enid Maran, SVP, Advertiser Solutions for Tech/Telecom, Nielsen

For Members Only

To register, email Daniel Bulgrin at dbulgrin@thearf.org.

ARF Chicago Young Pros: July Meet-Up!

July 28, 2014

In May, we launched the ARF Chicago Young Pros with In the Winners' Circle, an evening of insights and networking with the 2014 ARF Ogilvy Award winners. We are committed to growing the Young Pros community in Chicago, and are excited to announce a July meetup taking place Monday, July 28th at 5:30pm.

What: 
ARF Chicago Young Pros July Meetup. Mix and mingle with advertising research young professionals from across Chicago. Build your network across the industry. Don't forget your business cards! 

Where:
Rock Bottom Brewery 1 W Grand Ave Chicago, IL 60610 (Directions: Take the red line to the grand stop. The bar is right on the corner of Grand & State.)

When:
Monday, July 28, 5:30pm - 8:00pm CDT

Get there on time to enjoy $4 dollar pint of the day and $5/$7 apps before 6:00pm.

See you there!

2014 ARF Annual Meeting

June 30, 2014

Each year, The ARF hosts an official meeting for all Member Ambassadors. During the meeting we will review the impact of The ARF, present key initiatives, and conduct official business. Cocktails and conversation will follow.

Monday, June 30, 2014
3:30–4:30pm: Meeting
4:30–5:30pm: Tea & Toasts

ARF Office:
432 Park Avenue South, 6th Floor
New York, NY

*Please note*
The Annual Meeting is open only to ARF Member Ambassadors or their designated proxies.

ARF Thought Leader Series: Real-Time Marketing Meets Real-Time Research

June 12, 2014

Marketers today are focused on dealing with rapid changes in consumer behavior, especially those caused by new media technologies that affect where, when, and how consumers are exposed to advertising.
 
The goal of this event is to provide learning you can use, not just for getting the right advertising message to the right person at the right time—no matter whether they are surfing social media, watching television, checking their mobile phone, or walking into a store—but how the complete cohesion between brands and agencies can be supported by smart, real-time market research. In addition to the need for new insight, market research automation can provide real-time brand benefit.
 
Specifically, we will address:

  • Insight into multi-platform usage. What people are using their devices for and how market research can help optimize platforms—mobile for music, desktop for research on products, tablets for shopping, etc. How can we measure and make sense of it all? When do we need to keep the platform in mind? The medium needs to be optimized and how can research can help.
  • Coupling attitudinal and behavioral data with ethnographic research to compare what people think they do to what they actually do.
  • Optimizing creative concept development leveraging multiple methodologies including social media, survey data, and more to improve segmentation, discussing a framework for testing creative materials that spans qualitative and quantitative data, including social media data, survey data, norms, and segmentation data.
  • Interactive discussions on quality and usage of real-time information via mobile.

 
When:
Thursday, June 12, 2014
3:00: Registration
3:30–5:30: Program
5:30–7:00: Drinks & Networking Reception
 
Where:
The Catalyst Ranch
656 W. Randolph, Suite 3W  Chicago, IL
 
Speakers:
Steve Becker – Managing Director, NY  DB5
John Bremer – Chief Research Officer Toluna
Don Gloeckler – EVP Research & Innovation Quality The ARF
Carol Hane – Senior Vice President, Product Marketing, Toluna
Nina Kjarval – Senior Brand Strategist DB5
Kelleen Peckham – Senior Brand Strategist, Arnold Worldwide
 
This event is free for ARF Members.

To register, email Daniel Bulgrin at dbulgrin@thearf.org.

ARF Young Pros Make Your Mark, Presented by Unilever

June 10, 2014

The ARF Young Pros Make Your Mark Mentoring Meetup at Re:Think 2014 was such a hit that we are back and better than ever with Make Your Mark Presented by Unilever at Audience Measurement 2014!

This is your chance to meet luminaries in the insights and analytics industry in a series of roundtable discussions. Past Industry Leaders include Robert Atencio (VP, Global Insights, Pfizer), Colleen Fahey Rush (Chief Research Officer, Viacom Media Networks), Jeffrey Graham (Global Research Director, Twitter) and David Poltrack (Chief Research Officer, CBS).

The ARF is the only organization that brings together today’s leaders with the leaders of tomorrow. Be a part of the conversation. This event won’t be repeated until Re:Think 2015.

When:
Tuesday, June 10, 5:00–7:30pm

Where:
New York Marriott Marquis, 1535 Broadway, Manhattan Room, 8th Floor, New York, NY

Agenda:  
5:00–5:30pm: Welcome & Presentations
  • Gayle Fuguitt, CEO & President, The ARF
  • Navarrow Wright, CTO, The ARF
  • Gun Johnson, SVP, Data & Analytics, Centro
  • Artie Bulgrin, SVP, Research & Analytics, ESPN
  • Brad Smallwood, Head of Analytics, Facebook, Inc.
  • Debbie Pruent, COO, Member of the Management Board, GfK
  • David Rabjohns, CEO, MotiveQuest
  • Robert Atencio, VP, Global Insights, Pfizer
  • Tania Yuki, Founder & CEO, Shareablee
  • Jeffrey Graham, Global Research Director, Twitter
  • Myralda Derks, Sr. Director CMI NA, Unilever

5:30–6:30pm: Industry Leader Table Top Discussions
6:30–7:30pm: Reception & Unplugged

Space is limited—reserve your seat before the event fills up!

 


Event Sponsor


ARF Young Pros Sponsor

 



Audience Measurement 2014

June 08 - 10, 2014 ET

Audience Measurement 9.0

June 8–10, 2014
Marriott Marquis, New York City

Learn about today’s imperatives and tomorrow’s opportunities. Conquering cross-platform, going programmatic, mobile, big data, and more.
 
Join over 800 of your peers—analytics and insights leaders—from advertising, media, agency, and research companies for deep-dive sessions, interactive experiences, and unparalleled connections.

 

ARF Young Pros Twitter Chat: Mentoring

May 30, 2014

Join ARF Young Pros for our May Twitter chat! On May 30, let us know what you think about mentoring. Here what we'll be talking about:

12:30–12:45pm: How can one find a mentor, if not in a formalized program?
12:45–1:00pm: What are the most important things to learn from your mentor?
1:00–1:15pm: How can one be the best mentee?
1:15–1:30pm: What are some resources online for mentorship relationships to employ?

Join us and share your ideas, connect with industry leaders, and catch up with fellow ARF Young Pros!

Details:
Follow us @ARFYoungPros and chat with us at 12:30pm ET. Tweet using #ARFYPchat.

ARF Young Pros Present: In the Winner’s Circle

May 20, 2014

Meet the 2014 Ogilvy Winners and learn about the cutting-edge research behind their winning campaigns. This event will be presented live at Ogilvy & Mather's offices in New York City and Chicago. Attend in-person in either city and be connected to the other city via a live video feed.

When:
Tuesday, May 20, 2014
6:00–8:30PM EST/CST
 
Where:
Ogilvy & Mather NY: 636 11th Avenue (between 46th & 47th)
Ogilvy & Mather Chicago: 350 West Mart Center Drive, Suite 1100
Sponsored by:

Agenda

Ogilvy & Mather NY
6:00–7:00pm: Cocktail Reception
7:00–7:10pm: Introduction
7:10–8:10pm: Presentations

  • Citi Bike "Citi Bike: The Battle to win Back New York"
    Michael Taylor, Publicis Kaplan Thaler
  • Guinness, BBDO and BrainJuicer "Score with 'Wheelchair Basketball'"
    Amanda Litchkowski, BrainJuicer
  • Reddi-wip "Unleashing the Joy of Reddi-wip and Fruit" (Via live feed from Chicago)
    Kelly Lucas, ConAgra

8:15–8:30pm: Q&A

Ogilvy & Mather Chicago

6:00–6:10pm: Introduction
6:10–7:10pm: Presentations

  • Citi Bike "Citi Bike: The Battle to win Back New York" (Via live feed from New York)
    Michael Taylor, Publicis Kaplan Thaler
  • Guinness, BBDO and BrainJuicer "Score with Wheelchair Basketball" (Via live feed from New York)
    Amanda Litchkowski, BrainJuicer
  • Reddi-wip "Unleashing the Joy of Reddi-wip and Fruit"
    Kelly Lucas, ConAgra

7:15–7:30pm: Q&A
7:30–8:30pm: Cocktail Reception

Women In Research New York Mixer

May 08, 2014

When:
Thursday, May 8, 2014
6:30–8:30pm: Cocktails & Networking

Where:
Katra Lounge
217 Bowery (Between Prince & Rivington)
New York, NY

ARF is proud to sponsor the next Women in Research (WIRe) New York mixer! Join us for cocktails and networking at Katra Lounge.

 

 

Foundations of Quality 2: Launching What We’ve Learned

May 08, 2014

Join us as the industry's leaders come together for an in-depth look at the findings from ARF’s Foundations of Quality 2 (FoQ 2) initiative. At this one day-symposium, you’ll have the opportunity to: photo

  • Hear from keynote Kim Dedeker, Chairman of The Americas, Kantar, on the past, present, and future of research quality
  • Learn best practices for evaluating respondent behavior, respondent routing, mobile surveys, and more
  • Walk away with immediately applicable ways to drive research quality and reduce business risk.

Join us and be a part of this important ARF initiative. Network with your peers and industry experts and share your own point-of-view—about where we are with research quality now and where we should go from here.

When: Thursday, May 8, 2014, 8:30am–3:00pm
8:30–9:00am: Networking Breakfast
9:00am–3:00pm: Symposium

Where: Deutsch NY, The Commons Room
111 8th Avenue, 14th Floor, New York, NY
(Guests should use 15th street entrance)

This is a free event for ARF members.


Agenda

Welcome
Gayle Fuguitt – CEO & President, The ARF

Perspective on FoQ2
George Terhanian – Group Chief Strategy & Products Officer, Toluna

The Respondents: Real and Representative?  Does It Matter?
What do we need to do to improve quality and reduce risk?

  • Respondent Identification
    Melanie Courtright – SVP, Client Services, Americas at Research Now
  • Sample Weighting
    John Bremer – Chief Research Officer, North America, Toluna
  • Selection Bias
    Steve Gittelman – President, MKTG Inc.
  • Research Supplier Reaction
    One-on-one Interview

Break

Respondent Behavior: The Good and the Not So Good
What do we need to do to improve quality and reduce risk?

  • Sub-optimal Survey-Taking Behavior
    Randall Thomas – VP, Online Research Methods, GfK Custom Research North America
  • Respondent Engagement
    Robert Walker – Principal, Surveys & Forecasts
  • Social Desirability & Research Data Benchmarks
    Steve Gittelman – President, MKTG Inc.
  • Research Buyer Reaction
    Panel Discussion

Mobile Surveys: Convenient Research
What do we need to do to improve quality and reduce risk?

  • Defining Quality in Online Surveys from Mobile Respondents
    Bill Cook – Chief Strategy Officer & Founder, e-Strategic Advantage
  • Mobile Sponsor Reaction
    Speaker TBD

Lunch

Luncheon Keynote
Research Quality: Where have we come since 2006 and where do we need to do by 2020?”
Kim Dedeker – Chairman, The Americas, Kantar

Respondent Routing: What Works? What Works Better?
What do we need to do to improve quality and reduce risk?

  • Routing Learning
    Michael Fallig – Managing Director & Corp. Dir. Center of Excellence, Cogenti Applied Strategies, Inc.
    Chuck Miller – President, Digital Marketing & Measurement, LLC
  • Appropriate Routing Practices
    Nancy Brigham – VP, Global Operations, Ipsos

The FoQ2 Dataset Challenge
Robert Walker – Principal, Surveys & Forecasts

Beyond Survey Quality: What’s Next (Breakout Groups)

Break

Report Out from Breakout

Where Do We Go From Here?
Anne Hedde – EVP, Schlesinger Interactive

Thank You & Closing
Gayle Fuguitt – CEO & President, The ARF

 

 

ARF Young Pros Twitter Chat: Keeping the Industry Young & Fresh

April 25, 2014

Join ARF Young Pros for our April Twitter chat! On April 25, let us know what you think about how to keep the industry young and fresh. Here what we'll be talking about:

12:30–12:45pm: What does your employer do to attract and retain young workers? What do you wish they did?
12:45–1:00pm: What tactics have you used to share your research insights with senior leadership?
1:00–1:15pm: How does your company stay up-to-date on tech and research trends?
1:15–1:30pm: As the industry shifts to more digital channels, how are you representing your company in new media channels?

Join us and share your ideas, connect with industry leaders, and catch up with fellow ARF Young Pros!

Details:
Follow us @ARFYoungPros and chat with us at 12:30pm ET. Tweet using #ARFYPchat.

ARF Young Pros: Breakfast With Champions with Jeffrey Graham

April 09, 2014

On April 9, 2014, from 9:00–10:30am, Jeffrey Graham will host an intimate breakfast for twelve lucky Young Pros. All Young Pros will have the opportunity to win a seat at his breakfast at the ARF Young Pros mobile panel on Wednesday, March 12, 2014.

  Jeffrey Graham – Global Head of Research, Twitter

Jeffrey joined Twitter in 2013 to lead all sales research at Twitter globally. His team helps marketers understand the value of their Twitter investments, and in using Twitter data to improve their entire marketing mix. Prior to Twitter, he led advertising research for the Americas at Google, leading a team that developed new data and measurement platforms across all Google products.

Previously, Jeffrey served as EVP, Worldwide Director of Performance at Initiative, a media and communications firm, and SVP, Director of Strategic Research and Accountability at Starcom MediaVest (SMG), where he led the company’s accountability practice for its largest North American client, Procter & Gamble. Earlier, Jeffrey was the Executive Director of Customer Insight, for The New York Times, responsible for all corporate and advertising research, where he provided data and strategic guidance supporting new revenue models for the company.

Jeffrey earned a Ph.D. in sociology from The Graduate Center at the City University of New York, a master's degree in media ecology from New York University and a B.A. in communications from the University of Massachusetts. He has also published more than 100 articles on digital research, measurement, and strategy. He is @jeffreypgraham on Twitter.



2014 ARF Great Mind Awards

March 26, 2014

Announcing the Great Mind Award Winners!

On March 26, we held the 2014 ARF Great Mind Awards to honor those who have truly made a difference in the advertising research industry this past year. See below for the winners!

Lifetime Achievement Award
William A. Cook, Ph.D.

Outstanding Board of Directors Lifetime Achievement Award
Gian Fulgoni

Future-Forward Award
Gold
Kristin Luck, Decipher

Silver
Lauren Moores, Dstillery

Bronze
Jennifer Gove, Google, Inc.

Innovation Award
Gold
Jack Koch, Electronic Arts

Silver
Adapting Media Planning to the Evolution of TV Ads (Research project)
Contributors:

Jodi Andrews, PHD Victor Peng, PHD
Renee Cassard, PHD Steve Riddle, Telmar
Sandy Eubank, PHD Roza Salazar, PHD
Devin Fallon, Yume Risa Sanchez, PHD
Michael Giangrasso, Nielsen Ponnampalam Selvarantnam, PHD
Harry Keeshan, PHD Shawn Song, PHD
Kevin Killion, Stone House Systems/TV View     Kelley Train, PHD
  Ann Zahm, Telmar

 
Silver
Amy Shea, ASC Consulting

Bronze
Christophe Morin, SalesBrain

Rising Star Award
Gold
Prerrit Souda, TNS Global

Silver
Shawn Baron, Undertone

Bronze
Anne Stava, AOL
Pranav Yadav, Neuro-Insight US

ARF Member Ambassador of the Year Award
Jeff Buchan, Google, Inc.
Lori Halivopoulos, GfK
Yashoda Sampath, Huge
Kristy Vance, Unilever

Journal of Advertising Research Best Paper Award
Leveraging Synergy and Emotion in a Multi-Platform World: A Neuroscience-Informed Model of Engagement (December 2013, Vol. 53, No. 4)
Audrey Steele, Fox Broadcasting Company
Devra Jacobs, Innerscope Research, Inc.
Caleb Siefert, University of Michigan
Randall Rule, Innerscope Research, Inc.
Brian Levine, Innerscope Research, Inc.
Carl D. Marci, Innerscope Research, Inc.

How Strong is the Pull of the Past? Measuring Personal Nostalgia Evoked by Advertisements (June 2013, Vol. 53, No. 2)
Altaf Merchant, University of Washington, Tacoma
Kathryn LaTour, Cornell University
John B. Ford, Old Dominion Univesity
Michael S. LaTour, Cornell University

GfK Next Generation Award
Crowdfunding and Crowdsourcing as a Dual Process: How Social Media Impacts New Movie Development (Purdue Unversity, Camulet)
Contributors:
Reem Aljar
Weizhi Chen
Joseph Crisan
I-Chun Lee

President's Award
Mary Ellen Gordon
Theresa Nguyen, Electronic Arts



2014 ARF David Ogilvy Awards

March 25, 2014

2014 ARF David Ogilvy Awards

Congratulations to all of the winners of the 2014 ARF David Ogilvy Awards!

GRAND OGILVY WINNER
FOOD & GROCERY
“Unleashing the Joy of Reddi-wip and Fruit” Reddi-wip
Advertiser: ConAgra Foods
Agency: DDB California, Aspen Marketing, JSH&A, Possible
Media: Mediacom, Spark
Research: Ipsos ASI, Communicus, Consumer Knowledge Centre Ltd., The Insight Connection, The NPD Group
Download Case Study
View Video 

Reddi-wip boosted sales outside the holiday season by high- lighting a different host food—fruit. The campaign showed how Reddi-wip has the power to transform fruit from an ordinary dish into something more exciting and, with only 15 calories per serving, it is an everyday treat you can still feel good about.

BUSINESS CHALLENGES OGILVY WINNER
APPLIANCES & ELECTRONICS
“Printing that helps your Child Shine” HP
Advertiser: HP
Agency: BBDO Singapore
Media: OMG
Research: RS Consulting, Millward Brown, Millward Brown Firefly
Download Case Study
View Video

CROSS-CULTURAL OGILVY WINNER
ALCOHOL & BEVERAGES
“Let’s Go Crazy” The Coca-Cola Company
Advertiser: The Coca-Cola Company
Agency: Ogilvy & Mather
Media: Starcom MediaVest Group
Research: BMC Innovation, Millward Brown
Download Case Study
View Video

CROSS-PLATFORM OGILVY WINNER
HOUSEHOLD
Gold: Art.com “Find Your Art. Love Your Space.”
Advertiser: Art.com
Agency: Mekanism
Media: PrecisionDemand
Research: PrecisionDemand
Download Case Study
View Video


Alcohol & Beverages

GOLD
“Let’s Go Crazy” The Coca-Cola Company
Advertiser: The Coca-Cola Company
Agency: Ogilvy & Mather
Media: Starcom MediaVest Group
Research: BMC Innovation, Millward Brown
Download Case Study
View Video

SILVER
Guinness, BBDO and BrainJuicer “Score with ‘Wheelchair Basketball’”
Advertiser: Guinness
Agency: BBDO
Media: Carat
Research: Brainjuicer
Download Case Study
View Video

Appliances & Electronics

GOLD
HP “Printing that helps your Child Shine”
Advertiser: HP
Agency: BBDO Singapore
Media: OMG
Research: RS Consulting, Millward Brown, Millward Brown Firefly
Download Case Study
View Video

SILVER
Windows Phone “Don’t Fight. Switch.”
Advertiser: Microsoft
Agency: Crispin Porter & Bogusky
Media: Starcom MediaVest Group
Research: Hall & Partners, Nielsen, PSB
Download Case Study
View Video

Entertainment & Sports

GOLD
Ford Fusion “It’s in the Game”
Advertiser: Ford
Agency: TDI
Media: Electronic Arts
Research: Frank N. Magid Associates, Interpret Research, Say.so
Download Case Study
View Video

SILVER
SportsCenter “DaDaDa”
Advertiser: ESPN
Agency: Wieden + Kennedy
Media: Starcom, MacDonald Media
Research: ESPN, Nielsen, Sterling Brands, Hart Research, MRI, Millward Brown, GfK
Download Case Study

Fashion & Style

GOLD
J. Jill “J.Jill Uncomplicate”
Advertiser: J.Jill
Agency: CerconeBrown Company, The Fantastical
Media: PGR Media
Research: CerconeBrown Company, Added Value
Download Case Study
View Video

SILVER
Revlon Luxurious Colorsilk Buttercream “Haircolor Talks”
Advertiser: Revlon
Agency: Y&R Mexico
Media: Mediacom
Research: Lisa Bregman & Associates, Ipsos, Nielsen
Download Case Study
View Video

Financial Services

GOLD
Bank of America “Life’s Better when we’re Connected”
Advertiser: Bank of America
Agency: Hill Holliday, WPP, Lippincott
Media: Starcom MediaVest Group
Research: Millward Brown, Millward Brown Digital
Download Case Study
View Video

SILVER
Citi Bike “Citi Bike: The Battle to win Back New York”
Advertiser: Citi
Agency: Publicis Kaplan Thaler
Media: MEC
Research: Publicis Kaplan Thaler
Download Case Study
View Video

Food & Grocery

GOLD
Reddi-wip “Unleashing the Joy of Reddi-wip and Fruit”
Advertiser: ConAgra Foods
Agency: DDB California, Aspen Marketing, JSH&A, Possible
Media: Mediacom, Spark
Research: Ipsos ASI, Communicus, Consumer Knowledge Centre Ltd., The Insight Connection, NPD Group
Download Case Study
View Video

SILVER
PAM Cooking Spray “Haunted”
Advertiser: ConAgra Foods
Agency: DDB California, d expósito & Partners, Possible Worldwide
Media: Mediacom, Spark
Research: Market Data Corporation, Wooldridge Associates, Inteligencia, Segmedica, Ipsos ASI, Sands Research, Communicus
Download Case Study
View Video

Government & NonProfit

GOLD
Groupe Média TFO “Je-ne-sais-quoi Télé”
Advertiser: Groupe Media TFO
Agency: Lowe Roche Advertising
Media: Zenith Optimedia
Research: Ipsos
Download Case Study
View Video

SILVER
Heart & Stroke “Make Death Wait/Make Health Last”
Advertiser: Heart & Stroke Foundation
Agency: Lowe Roche Advertising
Media: Mindshare
Research: Heart & Stroke Foundation, Environics
Download Case Study
View Video

Health & Personal Care

GOLD
o.b. Tampons “o.b. Apology/Endless Celebration”
Advertiser: o.b. Tampons
Agency: Lowe Roche Advertising
Media: J3
Research: Fresh Squeezed
View Video

SILVER
Delta Dental of Washington “IN Network”
Advertiser: Delta Dental of Washington
Agency: GreenRubino
Media: GreenRubino
Research: Gnosis
Download Case Study
View Video

Household

GOLD
Art.com “Find Your Art. Love Your Space.”
Advertiser: Art.com
Agency: Mekanism
Media: PrecisionDemand
Research: PrecisionDemand
Download Case Study
View Video

SILVER
Valspar “Valspar Love your Color Guarantee”
Advertiser: Valspar
Agency: Draftfcb Chicago, LaForce and Stevens
Media: Havas
Research: Draftfcb Chicago, Leo J. Shapiro & Associates
View Video

Professional Services

GOLD
Physicians Mutual Insurance “Insurance for All Of Us”
Advertiser: Physicians Mutual Insurance Company
Agency: PrecisionDemand
Media: PrecisionDemand
Research: PrecisionDemand
Download Case Study
View Video

SILVER
Accenture “High Performance. Delivered.”
Advertiser: Accenture
Agency: TBWA\Chiat\Day
Media: MEC
Research: Accenture
Download Case Study
View Video

Pharmaceutical

GOLD
Walgreens Specialty Pharmacy “Less Hassle, More Time.”
Advertiser: Walgreens
Agency: HAAVAS Life
Media: N/A
Research: GfK Healthcare, Directions Research, Ipsos Healthcare, MedSpan Research
Download Case Study

SILVER 
Caltrate/Caltrate Plus “Inspiring Confident Movement”
Advertiser: Pfizer Consumer Healthcare
Agency: Leo Burnett
Media: Maxus (Group M)
Research: Archetype Discoveries Worldwide (Dr. Clotaire Rapaille) Baker Street, Unisearch Partners, ACNielsen BASES, Millward Brown
View Video

Retail & eCommerce

GOLD
Kmart “Ship your Pants”
Advertiser: Kmart
Agency: Draftfcb Chicago
Media: HavasResearch: Draftfcb Chicago
Download Case Study
View Video

SILVER
TD Ameritrade “Performance Marketing Machine”
Advertiser: TD Ameritrade
Agency: Goodby, Silverstein & Partners
Media: Neo@Ogilvy
Research: Neo@Ogilvy, Comscore
View Video
 

Travel & Leisure

GOLD
Las Vegas “LasVegasDotCom”
Advertiser: Las Vegas Convention and Visitors Authority (LVCVA), R&R Partners
Agency: R&R Partners
Media: R&R Partners
Research: Heart+Mind Strategies
Download Case Study
View Video

SILVER
Choice Hotels “Choice Hotels of Summer Road Trip Guide”
Advertiser: Choice Hotels International
Agency: Doner
Media: Havas Media
Research: Havas Media, Analytic Partners, Insight Express

 



Re:Think 2014

March 23 - 26, 2014 ET

rethink 2014

rethink 2014

ARF Young Pros Present: A Mobile State of Affairs

March 12, 2014

Join us at The ARF office for our 2014 kickoff event on mobile! Hear from a panel moderated by ARF’s own Peter Orban (EVP, Research & Innovation: Mobile & Social) that will explore the state of affairs in the mobile space.

Where: The ARF
432 Park Avenue South., 6th Floor (between 29th & 30th)

When: Wednesday, March 12, 5:30–8:30pm
5:30–6:15pm: Arrive, grab a drink and a snack
6:15–7:00pm: Facilitated networking activity
7:00–8:00pm: Mobile Panel & Discussion
8:00–8:30pm: More cocktails and networking

Panelists
Ashmeed Ali – Director, B2B Insights, Yahoo!
Lauren Epshteyn – Sales Strategy Executive, Google
Katrina Lerman – Senior Researcher, Communispace
Art Rome – AVP Product Development and Management
Peter Orban – EVP, Research & Innovation: Mobile & Social, ARF (Moderator)

Space is limited—reserve your seat before the event fills up!

The Insider's Guide to Social Media Measurement

March 05, 2014

What:
Sentiment Analysis Symposium workshop, presented by Stephen Rappaport

Where:
The New York Academy of Sciences
7 World Trade Center
250 Greenwich St. 40th floor
New York, NY

In Stephen's words, we need to "recognize data points not merely as impersonal dots on a trend line, percentage changes, or ratios. They are, in fact, personal—capturing what people say, do and feel in real time. Once we view digital metrics as reflecting individuals, they become
characters we employ to craft compelling narratives about people and brands." Stephen's workshop, with an assist from Vincent Santino, associate director of Digital Insights & Analytics at Kaplan Test Prep, will:

  1. Provide an overview of social media measurement.
  2. Cover case studies illustrating the use of social media measures (with audience participation).
  3. Present three typical business scenarios and have the attendees work through them, including developing an analytic strategy and measurement plan.

For more information and to register, click here.

 

Stephen is author of the 2011 book Listen First. His The Digital Metrics Field Guide is coming out soon.

ARF Young Pros Twitter Chat: Targeting Young People for Research

February 28, 2014

Join ARF Young Pros for our February Twitter chat! On February 28, let us know what you think about targeting young people for research. Let us know what you think about the following:

12:30–12:45pm: As a young researcher, what attracted you to this industry?
12:45–1:00pm: What are common misconceptions about the research industry/life as a researcher?
1:00–1:15pm: What other industries could a researcher transition into/out of?
1:15–1:30pm: What skills/proficiencies are crucial to success and advancement in the research industry?

Share your ideas, connect with industry leaders, and catch up with fellow ARF Young Pros!

Details:
Follow us @ARFYoungPros and chat with us at 12:30pm ET. Tweet using #ARFYPchat.

ARF Young Pros Twitter Chat: Millennials in the Workplace

January 31, 2014

Join ARF Young Pros for our January Twitter chat! On January 31, let us know what you think about Millennials in the workplace. Here's what we'll be talking about:

12:30-12:45pm: How have millennials changed the atmosphere of the workplace? How have expectations been changed?
12:45-1:00pm: As a millennial, what do you expect/need from an employer that may not be as important to other age groups?
1:00-1:15pm: What would make a company/brand more enticing to a millennial, whether as a consumer or employee?
1:15-1:30pm: What are some initiatives your employer does specifically for millennial workers?

Join the conversation! Share your ideas, connect with industry leaders, and catch up with fellow ARF Young Pros. Follow us @ARFYoungPros and chat with us starting at 12:30pm ET. Tweet using #ARFYPchat.

ARF in Silicon Valley

January 29, 2014

Smarter Data • Smarter Decisions Smarter Skills

This event is sold out. Follow #ARFSILICONVALLEY for live updates about the event!

When: January 29, 2014, 8:30am–5pm
Where: Facebook Office, 1601 Willow Road, Menlo Park, CA - Visitors should go to building 15.
             Valet parking is available.

ARF is coming to Silicon Valley on January 29, convening you, the best minds in data, for a one-day member event on making big data actionable. We're talking: Smarter Data, Smarter Decisions and Smarter Skills. We’ll discuss turning data into better business decisions and better consumer experiences, turning analytics into action, data science vs. social science. The day will be divided into three sections:

Smarter Data
Innovative methods and best practices in transforming data into better business outcomes.

Smarter Decisions
How analytics can enable creative to produce more effective communication.

Smarter Skills
The best way to drive action-based learning and rapid experimentation with data

Whether you are a young pro or an industry leader, this is a must-attend day of learning and collaboration on one of the hottest topics in the industry.


Agenda

8:30–9:30am Networking Breakfast
  Welcome
Brad Smallwood – Head of Measurement & Insights, Facebook, Inc.; Board Member, The ARF
  ARF Vision
Gayle Fuguitt – CEO & President, The ARF
  Agenda for the Day
Michael Heitner – SVP, Member Needs & Value, The ARF
  Introducing Tom Davenport
Pat LaPointe – EVP, MarketShare
  Analytics 3.0 for Advertising and Marketing Data, Presented by MarketShare
Tom Davenport – President’s Distinguished Professor in Management and Information Technology, Babson College
10:40–11:00am Break
  Presentation: Big Data and the In-Culture Methodology
Jake Beniflah – Executive Director, The Center for Multicultural Science
Isabel Valdés – Chairwoman, The Center for Multicultural Science
  Presentation: Big Data—What’s in it for the Consumer
Matthew Willcox – EVP, Executive Director, Institute of Decision Making
  Smart Data Panel
Ryan Chanatry – Sr. Manager, Consumer Insights, Netflix
Anne Frisbie – VP & General Manager, Global Supply, InMobi
Jack Krawczyk – Director of Product Management, Pandora
Ruth Kricheli – Head of Telecommunications Measurement, Facebook
Steven Wolfe Pereira – Chief Marketing Officer, Datalogix
Moderator: Mary Ellen Gordon – Director, Industry Insights & Analysis, Flurry
12:15–1:15pm Lunch
  ARF Mobile Initiative
Peter Orban – EVP, Research & Innovation: Mobile & Social, The ARF
  Unlocking Big Data: How Understanding People Leads to A Better Experience?
Fred Leach – Head of Measurement Research, Development, & Partnerships, Facebook, Inc.
  Native is Natural in Mobile
Pankaj Bengani – VP of Global Strategic Partnerships, InMobi
  Driving Consumer Experience Panel
Kathy Battle – Partner, CRM, Rosetta
Peter Daboll – CEO, Ace Metrix
Jason Luis – Director of CRM Strategy & Analytics, DraftFCB
Nishat Mehta – EVP, Global Partners, dunnhumby
Jesse Savage – Senior Product Manager, Google
Moderator: Peter Orban – EVP, Research & Innovation: Mobile & Social, The ARF
2:55–3:15pm Break
  The ARF Experience
Gayle Fuguitt – CEO & President, The ARF
  ARF Unplugged
Peter Orban – EVP, Research & Innovation: Mobile & Social, The ARF
  How Twitter is Using Data to Drive Smarter Marketing Decisions
Jeffrey Graham – Global Director, Sales Research, Twitter; Board Member, The ARF
  Smarter Skills Panel
Sean Bruich – Senior Director, Global Consumer Knowledge, Nike
Belle Frank – EVP, Research Director, Y&R
Judit Nagy – Vice President, Digital Analytics, Fox Broadcasting Company
Moderator: Brad Smallwood – Head of Measurement & Insights, Facebook, Inc.; Board Member, The ARF
  Summary of the Day
Gayle Fuguitt – CEO & President, The ARF
  Thank you
Gayle Fuguitt – CEO & President, The ARF
Brad Smallwood – Head of Measurement & Insights, Facebook, Inc.; Board Member, The ARF
5:00–6:00pm Cocktails

 

ARF Young Pros: Breakfast With Champions - Mary Ann Packo

December 17, 2013

On December 17, 2013, from 9:00–10:30am, Mary Ann will host an intimate breakfast for twelve lucky Young Pros. All Young Pros will have the opportunity to win a seat at Mary Ann’s breakfast at the ARF Young Pros Bootcamp on November 7, 2013.

  Mary Ann Packo – CEO, Millward Brown North America

Mary Ann Packo is CEO of Millward Brown's North American businesses (MBNA) and a member of the Millward Brown Global Management Board. As CEO of MBNA, Mary Ann is responsible for overall management of the company's portfolio of brands, including Millward Brown, Millward Brown Digital, Firefly Millward Brown, Millward Brown Optimor, and MaPS. Mary Ann joined Millward Brown in 2002 as chief client and marketing officer, rising to president and then CEO of MBNA. Mary Ann came to Millward Brown with over 20 years of continuous P&L experience in the marketing, media research, digital media, and information services fields. During her career, she has launched successful startups, managed high-growth businesses, expanded businesses internationally, taken a company public, and led business units of global companies.

Prior to Millward Brown, Mary Ann was president and COO of Media Metrix and later group president of Jupiter Media Metrix. She was formerly president of NPD Canada’s Custom Research Group in Toronto, executive director of Ipsos-NFO, and VP of the western U.S. region for NFO Research.

Throughout her career, Mary Ann has worked across many industries for leading clients. She is a frequent public speaker on brand building, new media, digital advertising, and marketing accountability. She has received numerous business awards and is currently a member of the board of the Advertising Research Foundation. Mary Ann earned her bachelor’s degree at Miami University of Ohio, and lives in New York City.

ARF Member Holiday Party

December 13, 2013

When:
Friday, December 13, 2013, 5:00–8:00pm

Where:
ARF Office, 432 Park Ave. South, 6th Floor, New York, NY

'Tis the season!

To celebrate the holiday season, the Advertising Research Foundation is hosting its annual ARF Member Holiday Party! Join fellow members for drinks, appetizers, games, prizes, goodie bags, and great company!

We sincerely appreciate all your support this year and look forward to celebrating the holiday season with our members!

The ARF is also proud to support our troops! Again this year we will be making donations through the Any Soldier program and collecting supplies at our office.

The How & Who of Mobile Advertising

December 10, 2013

http://thearf-org-aux-assets.s3.amazonaws.com/email/2013/atlanta-arf-website.jpg

It’s just different in mobile. If your message isn’t hyper-relevant then it can be hyper annoying (and who wants that!). Data from mobile apps help you target customers in radically new ways, but there are pitfalls.

On Tuesday, December 10, the Advertising Research Foundation is proud to host an in-depth discussion about achieving business impact through mobile advertising. Learn the “dos” and “don’ts” of what constitutes effective content, segmentation insights, as well as monetization strategies.

Join over 50 ARF members—insights and mobile leaders—from leading advertising, media, agency, and research companies for an experiential afternoon at the beautiful Fernbank Museum of Natural History in Atlanta.

When:
Tuesday, December 10, 2013
2:00–5:30pm: Presentation
5:30–6:30pm: Cocktail Reception

Where:
Fernbank Museum of Natural History
767 Clifton Rd NE, Atlanta, GA
*Museum ticket included with registration—arrive early to view the exhibits.

Thank you to our sponsors:

 

 


Agenda:

2:00–2:05pm                   
Welcome
Jack Wakshlag – Chief Research Officer, Turner Broadcasting System, Inc.

2:05–2:20pm                   
Introduction & Overview
Gayle Fuguitt – CEO and President, ARF
Peter Orban – EVP, Research & Innovation: Mobile & Social, ARF

2:20–3:00pm                  
Driving Mobile Brand Loyalty
How do brands use mobile advertising to build brand love? How do you implement reciprocity and rules of exchange in mobile? Learn how to be a servant to your customers, not a vampire.
Joline McGoldrick – Director, Research, Millward Brown Digital

3:00–3:15pm
Break

3:15–3:45pm
Relevant Reach
Because consumers are selective about what apps they use, app usage is one of the strongest indicators of consumer interests. Hear how Flurry powers advanced audience segmentation based on real consumer interests and how this is impacting businesses.
Mary Ellen Gordon – Director, Industry Insights & Analysis, Flurry

3:45–4:30pm
Team Sessions
In these concurrent sessions you will put your learning into tangible takeaways. As teams you will generate a checklist and best practices for creating mobile content and the most effective targeting measures.

4:30–4:50pm
Team Sessions Roundup
Team moderators recap conversations and share results.
Mary Ellen Gordon – Director, Industry Insights & Analysis, Flurry
Joline McGoldrick – Director, Research, Millward Brown Digital
Lenny Murphy – Chief Editor & Principal Consultant, GreenBook

4:50–5:20pm
Mobile: Same Story or Different Beast?
While the form factor and technology may be different, is mobile marketing and measurement be sufficiently similar to desktop digital to be considered largely the same?  Or, can we learn from mistakes made as desktop advertising evolved to ensure we make the most of the massive shift that's underway in consumer behavior?  The answer is probably a bit of both.
Graham Mudd – Director, Advertising Measurement, Facebook

5:20–5:30pm
Closing Remarks

5:30–6:30pm
Cocktail Reception

2013 ARF Annual Meeting

November 14, 2013

When:
Thursday, November 14, 2013
2:00–3:00pm: Meeting
3:00–3:30pm: Honoring Forum Leaders Event
3:30–4:30pm: Tea and Toasts

Where:
ARF Office, 432 Park Avenue South, 6th Floor, New York, NY

This meeting is an opportunity to review the impact of the ARF, present key initiatives, provide an overview of the financial health of the organization, and conduct official business. Cocktails and conversation will follow.

*Please note, the Annual Meeting is open only to ARF Member Ambassadors or their designated proxies.

ARF Young Pros Bootcamp

November 07, 2013

This event is now sold out.
Please contact arfyoungpros@thearf.org to be added to the waiting list.

ARF Young Pros are invited to attend a half-day bootcamp designed to help master the skills you need to be successful at your job. You won’t want to miss a live demo of Google Glass, sessions on developing leadership and presentation skills, and an overview of the ARF’s Measuring Media Usage Behavior white paper (a free copy of the paper will be given to all attendees!).

When:
Thursday, November 7, 2:00 – 7:00pm (You must attend the full event.)

2:00 – 2:15pm: Welcome
2:15 – 3:00pm: Leadership Skills – David Rabjohns, CEO, MotiveQuest
3:05 – 3:50pm: Presentation Skills – Don Gloeckler, ARF
3:50 – 4:20pm: BREAK
4:20 – 5:00pm: Google Glass Demo – Khee Lee, Head of Agency Relations, Google
5:05 – 5:50pm: Measuring Media Usage Behavior – Horst Stipp, ARF
5:50 – 7:00pm: Reception

Where:
Google, 75 Ninth Avenue (enter through Chelsea Market)

This event is free for members.

ARF Young Pros attending this event will have the chance to win a seat at the next Breakfast with Champions with Mary Ann Packo.

Thought Leader: How Do You Engage With Millennials?

November 05, 2013

Where: ARF Office, 432 Park Avenue South, 6th Floor, New York, NY

Reception to Follow

Generation Y is the most marketing savvy generation ever. Involving them in your brand strategy ensures a relevant and future-proof connection. Find out from Joeri Van den Bergh and the InSites Consulting team how to adapt your research and marketing to this critical generation, based on the collective wisdom of InSites Consulting’s research and a variety of client cases.

How Cool Brands Stay Hot: Branding to Generation Y
Joeri Van den Bergh, Co-founder & Gen Y expert at InSites Consulting; Author of the award-winning and bestselling book How Cool Brands Stay Hot

Millennials know marketing when they see it and tend to run the other way. Their status symbols are more intangibleexperiences over possessions, persona instead of property. As this generation graduates college and starts their careers, savvy brands need to know how to stay relevant.

In his presentation, Joeri will reveal what really drives millennials and how brands can reach them. He’ll provide insights into the consumer psychology and behavior of Generation Y. This session will help you to  connect with this new generation of consumers by understanding their likes and dislikes and how you can make your advertising, marketing and branding relevant to them.

Engaging Millennials via Consumer Consulting Boards
by Giulia Gasperi, Senior Research Consultant, InSites Consulting

A new and different generation also challenges market research to reinvent itself. In order to stimulate young consumers to take part in research we need to apply engaging research methods, such as Consumer Consulting Boards aka online research communities.

Consumer Consulting Boards offer companies a unique opportunity to tap into the life of Gen Y. By getting close to Millennials and collaborating with them, you can better understand the behavior and motivations which fuel their buying and shopping behavior. By discovering the blind spots, your company will have a better outlook on the future.

Register now—space is limited!

To RSVP, email Chris Kosar at ckosar@thearf.org



ARF Industry Leader Forum 2013

October 29, 2013

Stay tuned for details about ARF Industry Leader Forum 2014, on October 30!

Here's what happened at our 2013 event.

With so much spirited debate and discussion on marketing mix modeling, we wanted to share a few key takeaways from our speakers on the subject:

"We shouldn't rewrite the past—[the] marketing mix model is the best validated system. Let's not try to tear down competing models, but let's talk about tying together the best solutions to solve problems."
Neil Canter, President, Global Analytic Consulting, Nielsen

"Mix modeling can't rule, it needs to be taken in context and balanced. Does it make sense? Does it match your intuition? If not, we encourage people to ignore the results."
Charles McLeish, Sr. Director, Marketing Planning & Services, Lego

"I have seen the changes in the modeling industry, and much of the conversations that we’ve seen involve modeling as a change agent. If you want to truly understand something, you have to change it."
Pathikrit SenGupta, SVP, Analytics, Hill Holliday

"You can take a problem, solve it in a multitude of ways and come up with the same answer. This holds true for our industry as well—we tailor our solutions to meet business needs that are impactful."
Nancy Smith, President & CEO, Analytic Partners

"Models don’t make decisions, people do."
John Walthour, Director, Global Consumer Insights, General Mills

 


Modeling for Growth: Mix it Up  •  October 29, 2013

Time-Life Building
1271 Avenue Of The Americas (Between 50th & 51st)
New York, NY 10020

Today’s C-Suite is challenging us to deliver insights that lead to growth. Marketing mix models are a crucial ingredient. Is your model keeping pace with today’s consumer? Do you know about “bleeding edge” solutions that are expanding analytics for new consumer touchpoints?

Join your peers—marketing and marketing insights leaders—to debate and discuss the biggest issues our industry is facing. The day is comprised of three parts:

Examine Mix Models
Participate in the discussion around how cross-platform, big data, and the need for speed impact current marketing mix models and the longer-term perspective on the value of advertising.

Outside Modeling Perspectives
Learn from some of the smartest people working on models that have changed dramatically in other industries such as robotics, genomics, and urban planning.

Modeling the Research Organization of the Future
Discuss the latest in research organizational models that insights leaders are embracing to impact decision-making and results.

You are a catalyst for growth at your company. Participating in this Industry Leader Forum will help you codify the tools and strategies you need to impact decision-making and results.

View the full program!

 

ARF Young Pros Twitter Chat: Industry Tools & Tricks

October 25, 2013

An Industry Tool or Trick I Wish I Knew About Sooner

Join ARF Young Pros for our October Twitter chat! On October 25, join us to share an industry tool or trick you wish you knew about sooner than you did. We want to hear your thoughts and ideas about:

  • Your favorite go-to resource for new industry learnings
  • One app that makes your job easier
  • How you keep up with industry news and updates
  • Your favorite industry blog/blogger

In turn, you'll learn a trick or two from other ARF Young Pros in the industry.

Details:
Follow us @ARFYoungPros and chat with us at 12:30pm ET. Tweet using #ARFYPchat.

ARF Young Pros 2nd Anniversary Party

October 24, 2013

Join the ARF Young Pros as we celebrate our 2nd birthday with our sponsor, Viacom Media Networks!

When:
Thursday, October 24, 6:00 – 8:00pm

Where:
Viacom Media Networks Lodge (Take in the view of Times Square!)
1515 Broadway (@45th Street), 7th Floor
New York, NY

Attendance, food, and drinks are FREE for ARF members ($20 fee for Young Pros who are not members of the ARF), but capacity is limited, so make sure to reserve your spot now.

 

Women in Research New York Mixer

October 15, 2013

When:
Tuesday, October 15, 2013
6:30–8:30pm: Cocktails & Networking

Where:
Papillon Bistro
22 East 54th Street, New York, NY

ARF is proud to sponsor the next Women in Research (WIRe) New York mixer! Join us for cocktails, networking, and the opportunity to hear from Colleen Fahey Rush, chief research officer at Viacom Media Networks and chair of ARF’s board of directors. She'll talk about her rise to the top and offer advice for succeeding in the industry.

 
Colleen Fahey Rush

 

Member Exclusive: Size Matters, But One Size Does Not Fit All

October 10, 2013

When:
October 10, 2013
9:00–9:30am EST: Breakfast
9:30–10:30am EST: Presentation

Where:
ARF Office, 432 Park Avenue South, 6th Floor, New York, NY
*Attendees can also register to view this presentation via webcast*

When it comes to online research techniques, communities and consumer collaboration are not slowing down. And with the marketplace growing, so too are the philosophies and "religious wars" amongst providers—whether it's size, incentives, activity types, public, or private. Ipsos SMX argues that the tactics will fall into place; what's key is defining a clear business strategy combined with a meaningful reason for members to participate. The member value proposition forms the basis for a successful community, no matter what the size.

Join us in person or via webcast to learn how successful research communities need to mimic core social media dynamics and dig into the underlying motivations behind those dynamics. The result delivers a compelling collaboration environment, ripe for mining true human insight.

Presented by:
Menaka Gopinath – North America Practice Lead, Ipsos Social Media Exchange, Ipsos

ARF Young Pros: Breakfast With Champions – Gun Johnson

October 08, 2013

On October 8, 2013, from 9:00–10:30am, Gun will host an intimate breakfast for 12 lucky ARF Young Pros! The Young Pros attending won their seats during the ARF Young Pros Meet Up on September 11, 2013. But, there is one seat left! Participants of the September 27th Twitter Chat will have an opportunity to enter to win the last seat.

  Gun Johnson – Advertising Research Director, Google, Inc.

Gunnard (Gun) Johnson is the leader for Google’s Market Insights team in the Americas.  The Market Insights team is Google’s innovation engine for Advertising Research focusing on new audience, consumer insight and ad-effectiveness measurement approaches. Prior to joining Google, Gun lead the Marketing Science Unit at TeamDetroit, where he worked on the Ford account, both in the U.S. and Globally. Gun has prior experience within the Retail practice for TNS and the Customer Insight practice at Accenture. Gun and his wife live in Northville, MI, with their three boys and are avid University of Michigan sports fans.

Member Exclusive: The Digital Coupon Shopper: Exposed

October 03, 2013

When:
Thursday, October 3, 2013
9:00–9:30am: Breakfast
9:30–10:30am: Presentation

Where:
ARF, 432 Park Avenue South, 6th Floor, New York, NY
*Attendees can also register to view the presentation via webcast*

Coupons continue to increase in popularity, and in particular, digital coupon usage is growing rapidly. In partnership with Coupons.com, GfK has tapped into their National Shopper Lab—home to 20 million frequent shopper households—to shed new light on the digital coupon shopper. At this session, they'll explore:

• Who these shoppers are
• Shopping behaviors, such as trip frequency and basket size
• All-important stock up trips and how they compare to everyone else
• The importance of coupon usage when shopping
• Which categories are in highest demand

Join us for breakfast and a better understanding of the digital coupon shopper and how their behavior is different from all shoppers in the marketplace.

Presented by:
Gary Schanzer – Managing Director, Shopper & Retail Strategy, GfK
Jeff Udis – VP, Shopper & Retail Strategy, GfK

ARF Young Pros Present: The New Millennial

October 02, 2013

ARF Young Pros Present: The New Millennial

In this special event open to all ARF members, hear directly from the ARF Young Pros, as we discuss one of the most analyzed, scrutinized, criticized and glorified generations ever – the Millennial. Following a presentation of MTV’s landmark generational study, a panel of Young Pros from throughout the industry will react and discuss.

Presented by:
Jillian Curran – Sr. Manager, MTV Research & Insights Innovation

When:
Wednesday, October 2, 5:30 – 8:30pm
5:30–6:30pm: Cocktails, appetizers, and networking         
6:30–7:30pm: Presentation and panel discussion
7:30–8:30pm: More cocktails and networking!
 
Where:
Horizon Media
75 Varick Street, New York, NY

This event is now sold out. Please contact youngpros@thearf.org to be put on a waiting list.

About the MTV Study

“The New Millennials Will Keep Calm and Carry On” 

MTV set out to understand the younger end of the Millennial demo, 13-17 year olds, who will soon move into the “sweet spot” of MTV’s core target demographic of 18-24 year olds.  This is a landmark generational study that builds on MTV’s long legacy of deeply understanding our audience, as part of an effort to constantly reinvent ourselves and stay at the bleeding edge of youth culture.  Millennials are one of the most analyzed, scrutinized, criticized and even glorified generations ever.  But what much of Millennial research fails to recognize is that there are two distinct groups within the generation, as illustrated by MTV’s new study.  

Thought Leader: Market Research, Media Agencies and Transformative Times

October 01, 2013
When:
Tuesday, October 1, 2013
3:30–5:00pm EST Presentation
5:00–6:00pm EST Cocktails & Hors d'oeuvres
 
Where: ARF Office, 432 Park Avenue South, 6th floor, New York, NY
 
Market insights are readily available, at every turn, from numerous and often unexpected sources.
 
We can now obtain real-time insights and provide a holistic picture of customers that incorporates social media data, transactional data, competitive intelligence and survey data. All of this insight can be fused at lightning speed to provide customer narratives that power better, more informed, and game-changing decisions that media agencies and their partners can capitalize on. As research programs evolve, and the provider landscape changes companies have a unique opportunity to take advantage of the new information that is now available in the marketplace.
 
Toluna invites you to attend this session, which assembles the best and brightest minds in our space to help you find ways to incorporate new thinking into your product offering and serve your clients better today and into the future.
 
Our agenda spans the following topics:
  • As a well-known and well-respected member of the research community, Toluna's George Terhanian will share his perspective on audience measurement and media consumption trends, how businesses can better measure media exposure across platforms, as well as the impact of social media on media exposure including the rise of the super connector.
  • Quick-turn market research enables you to maintain relevance in a “real” real-time environment—and can be far more insightful than you realize. Mark Rozeen of GolinHarris will share tips for incorporating real-time feedback into your research plans, without detracting from the bigger picture.
  • “Keep your friends close,” a look at how social media can shape your market research program, helping to provide a holistic view of your target audience.
 
Presented by:
George Terhanian – Group Chief Strategy and Products Officer, Toluna.
Mark Rozeen – EVP Insights & Innovations, GolinHarris.
John Bremer – Chief Research Officer, Toluna
 
Moderator:
Mark Simon – Managing Director, Toluna North America
 
Seating is limited. To RSVP, contact Chris Kosar at ckosar@thearf.org.

ARF Young Pros Twitter Chat: Big Data

September 27, 2013

Big Data: How is it Affecting: 1) The Industry and 2) Your Company

Join ARF Young Pros for our September Twitter chat! On September 27, let us know what you think: How is big data affecting your company and the industry as a whole? Share your ideas, connect with industry leaders, and catch up with fellow ARF Young Pros.

Details:
Follow us @ARFYoungPros and chat with us at 12:30pm ET. Tweet using #ARFYPchat.

 

Audio Forum: The Future of Audio Research/Where Do We Go From Here?

September 26, 2013

When: Thursday, September 26, 2013, 2:00–4:30PM EST
Where: ARF Office, 432 Park Avenue South, New York, NY

In celebrating Advertising Week, the ARF will host a forum addressing the question, “The Future of Audio Research—Where Do We Go From Here?” Among the speakers are industry leaders representing the media buying, research supplier, media company, and association constituencies. These forward thinkers will share their thinking, debate different approaches, and answer your questions. Highlights from the ARF’s collaborative Streaming Audio Initiative will be presented as well. Join us as we face research challenges and work together to help set priorities for the future of audio research. A wine and cheese networking party will follow.

Presented by:
Josh Chasin – Chief Research Officer, comScore, Inc.
Dr. Thomas Evans – CEO, DTE Research
George Ivie – Executive Director, Media Rating Council
Deon Levingston –VP, General Manager, Arbitron
David Marans – EVP, Innovation, Cross-Platform and Media Research, ARF
William Rose – SVP, Marketing, Arbitron
Larry Rosin – President, Edison Research
John Rosso – President of Marketing Development, Triton Digital
Kim Vasey – SVP, Director of Radio, GroupM
Amy Vokes – VP, Research, Radio One

Mobile + People [Joint] Forum: Mobilizing Insights around the World

September 23, 2013
When: Monday, September 23, 2013, 2:00–4:30PM EST
Where: ARF Office, 432 Park Avenue South, 6th Floor, New York, NY

Mobile use is a delightful disruptor for advertisers, enabling them to geo-target consumers in real-time around the world. Yet numerous questions abound about mobile as a research and marketing tool. What is the role of mobile in purchase decisions across cultures? Where are we in terms of measurement standardization? What are best practices in using mobile in integrated communications? The ARF brings together industry leaders from leading marketers, media companies, agencies, and trade associations to share their research and results on how mobile is making a business impact globally. A wine and cheese networking party will follow.

Presented by:
Taimour Azizuddin – Global Research Analyst, InMobi
Monica Bannan – VP, Product Leadership, Mobile, Nielsen
Artie Bulgrin – SVP, Research and Analytics, ESPN
David Burgos – VP, Cultural Strategy, Millward Brown
Eva Kasten – Relationship Manager, WARC
Marie Ng – VP, Digital Client Solutions, Millward Brown
Peter Orban – EVP, Innovation, Mobile and Social Research, Advertising Research Foundation
Greg Stuart – President/CEO, Mobile Marketing Association

Young Pros Chicago Social

September 19, 2013
The ARF Young Pros is excited to announce our first networking social in Chicago. Meet fellow industry professionals, ARF staff and special guests in Google’s beautiful downtown Chicago office. Entrance, appetizers, and drinks are free for registered ARF Young Pros. This event is made possible through the generosity of the ARF Young Pros’ sponsor, Viacom Media Networks, and our host, Google. 

When: Thursday, September 19th, 6:00 – 8:00pm

Where: Google Chicago 

20 West Kinzie St.

Chicago, IL 60654

The ARF Young Pros is a group for working industry professionals 30 years of age or younger. The Young Pros hold leadership, networking, and professional development events throughout the year with a focus on cultivating talent and connecting young people to leading industry thinkers. This event is free but you must be a registered ARF Young Pro to attend. Download and complete the ARF Young Pros Application.

The ARF in Chicago

September 19, 2013

CRACK THE CODE ON CROSS-PLATFORM

Developing Superior Creative and Optimizing Media
in an Era of Constant Change

Thursday, September 19
Leo Burnett Building
35 W Upper Wacker Dr  
Chicago, IL 60601

Live from Chicago . . . it’s the ARF! We are thrilled to host a special one-day member exclusive event and engage in meaningful discourse on cross-platform via two distinct vantage points: developing world-class creative and media planning/buying challenges and solutions.
 
Take this opportunity to “find your tribe,” frame up ideas, and solve obstacles to impact with your peers. Equip yourself with applications for your everyday business challenges on your path to excellence.
 
Join fellow ARF members—senior leaders across myriad industries—for a must attend day of discovery and discussions.
 
8:45–9:15am Breakfast & Networking
Power up your morning with a nosh and some networking.
9:15–9:30am Welcome
Gayle Fuguitt – CEO and President, ARF
9:30–10:15am
Creative in 2013 and Beyond
What is the role of the planner in the era of big data? Does one creative strategy work across multiple touch points? Planners share their successes and (failures), lessons learned, and stories told around cross-platform creative from discovery and actions to top-line and bottom-line growth.
Hugh Allspaugh – Executive Director, Marketing Strategy & Analytics, Ogilvy
Kevin Lilly – SVP, Participation Strategy Director, Leo Burnett
Dan Sutton – Founder & CEO, Roundpeg Consulting
Moderator:
David Rabjohns – CEO, MotiveQuest LLC
10:15–10:45am
A First-Hand Look at Superior Creative
Once considered a cool brand in the 1990s, Taco Bell later became seen as a cultural laggard (Brand Asset Valuator, 2010). The brand’s frat-boy, jester-like image and depiction across American culture in the 1990s synced up with the influences and mindset of Generation X. Hear how Draftfcb’s quantitative culture research convinced Taco Bell to shed the jester image of “Think Outside The Bun” and rebrand with “Live Más”, moving them from a “food as fuel” to a “food experience” restaurant.
Ryan Herzog – Director, Strategic Analytics, Draftfcb
Jason Methner – Director, Strategic Analytics, Draftfcb
10:45–11:15am Break & Audience Feedback on Creative
How can research help you get to better creative? If the ARF could do one thing—as it relates to creative quality—what would it be?
Michael Heitner – SVP, Member Value, ARF
11:15–11:45am
Cross-Platform Reality Check
The world has changed, demanding that we shift into a new cross-platform measurement era. What are the pitfalls and opportunities? What are we missing? Hear from one of the giants in the industry.  
Gian Fulgoni – Executive Chairman and Co-Founder, comScore, Inc.
11:45am–12:15pm ARF Initiatives
In the past year, the ARF has engaged its members in a record number of original research initiatives. Learn about our work on how neuroscience is applied to creative effectiveness as well as highlights from our industry leading findings on research quality, streaming audio, and digital. 
Horst Stipp – EVP, Innovation, Global & Ad Effectiveness Research
12:15–1:15pm Lunch
1:15–1:45pm Keynote
The Role of Senior Executives In Leading Innovation
Most senior executives know their companies require innovation to remain competitive, but what exactly should they do—and not do—to enable meaningful, profitable change? Learn some actionable approaches to making innovation happen.
Robert Wolcott – Co-Founder and Executive Director, Kellogg Innovation Network
1:45–2:05pm
Media Industry Leaders Converse
Technology, research, and buying leaders share how their roles have changed in recent years. Hear how their outlooks have evolved and what new skill sets have become important. What do they see on the horizon and how are they preparing?
Jamie Anderson – Director of Brand Strategy and Customer Experience, SapientNitro
Bohb Blair – SVP, Experience Creation, Starcom MediaVest Group
Moderators:
David Marans – EVP, Innovation, Cross-Platform & Media Research
Horst Stipp – EVP, Innovation, Global & Ad Effectiveness Research
2:05–2:45pm
Cross-Platform and Other Hot Media Issues
Our guests will debate and discuss solutions to the myriad need-to-know topics that confront us today and tomorrow. The group will also share their thoughts for a 2014 research wish list.
Susanna Earnest – Group Director of Strategy, Annalect
Debbie Solomon – Managing Director, Business Planning, MindShare
Kate Sirkin – EVP, Research, Starcom MediaVest Group
Moderator:
David Marans – EVP, Innovation, Cross-Platform & Media Research
2:45–3:00pm Break
3:00–3:20pm Cross-Platform: Today's Challenge, Tomorrow's Opportunity
What is the reality of multi-platform advertising campaign performance in today's media marketplace? Hear what industry leaders tell us about TV/online challenges and opportunities via a new survey. Learn how clients are seeking to improve results with improved cross-platform planning and measurement capabilities, as well as through programmatic buying and real-time bidding.
Randall Beard – Global Head, Advertiser Solutions, Nielsen
3:20–3:40pm Audience Feedback on Cross-Platform
What are you thinking about cross-platform? We want to hear from you! What questions do you have that are unanswered? What does the ARF need to do for you?
David Marans – EVP, Innovation, Cross-Platform & Media Research
3:40–4:00pm Research Unplugged & Close
Hear what your colleagues have to say about getting to great creative and effective cross-platform media planning. In this fast-paced final session, be privy to a synthesis of the day’s discussions and take this opportunity to pose new questions.
Michael Heitner – SVP, Member Value, ARF
4:00–4:30pm
Tea & Talk
Join your colleagues for more conversation over afternoon tea.
6:00–8:00pm
ARF Young Pros Chicago Social
Join ARF Young Pros, a group for working industry professionals 30 years of age or younger, at Google’s beautiful downtown Chicago office.
   
 
 

 

Seizing the Future: Women Charting the Course Ahead… Across Generations and Around the World

September 17, 2013
Tuesday, September 17   
9:00–9:30am: Breakfast    
9:30–10:30am: Presentation
 
Where:
ARF Office, 432 Park Avenue South, 6th Floor, New York, NY
 
Please join us for a presentation of the latest results from Women, Power & Money, a study tracking the lives, lifestyles and marketplace impact of women. 
 
Early waves of the study documented the emergence of women as the CEO of most American households. Wave 5 finds that she continues to grow into leadership roles – in the home, workplace and marketplace – and she is increasingly focused on the future as economic anxiety eases. In this context, our presentation will explore the advertising implications of trends in women’s identities, generational dynamics, and how women and men view each other. It also details her marketplace influence, brand preferences and decision-making dynamics in 12 product/service categories.
 
Wave 5 of Women, Power & Money is based on more than 4500 interviews in five countries (US, UK, Germany, France and China); this presentation will focus primarily on gender dynamics and trends among women in the U.S.
 
Presenters:
  • Marlene Greenfield – Vice-President & Executive Director of Research, Hearst Magazines
  • Lisa Dimino – Senior Vice-President & Senior Partner, FleishmanHillard
  • Steve Kraus – Senior Vice-President & Chief Insights Officer, Ipsos MediaCT
Registration: Free to all ARF members. Ipsos/Hearst/Fleishman can invite non-member clients to RSVP to Ronni@thearf.org. Registration will be taken in-person for the first 50 and we will host an additional 1,000 online.

ARF Young Pros: Summer Social on the Hudson

August 01, 2013

Join us for our 2nd annual ARF Young Pros Summer Social. Enjoy custom micro brews, wine and tasty bites while networking with peers and industry thought leaders. There will be awesome prizes and goodie bags, tours of the brewery, and a fantastic view of the sunset right on the Hudson River.

 

When: Thursday, August 1st from 6:00-8:00pm (Open bar, Cash bar after)

Where: The Chelsea Brewing Company (59 Chelsea Piers Roadway)
@ 19th street just west of the High Line/11th Ave.

Check out the venue

Share the Flyer

Free for ARF Members and $20 for Non-Members

(Capacity is limited!)

This event is now sold out. Contact Dana@thearf.org to be put on the waiting list. 



Audience Measurement Plus Day 5

July 30, 2013

 

Registration Fees:
ARF Members - FREE
Non-Members - $750

Tuesday, July 23, 2013
3:00 - 5:15pm Presentation with a 15 minute break
5:15 - 6:00pm Networking Reception


Audience Measurement Plus is a live and virtual conference comprised of new research papers presented in 30-minute webcasts. This unique event provides an extended look into the hottest topics covered at Audience Measurement 8.0, with all new material! Please see the main Audience Measurement Plus page for more information.



Audience Measurement Plus Day 4

July 23, 2013

Registration Fees:
ARF Members - FREE
Non-Members - $750

Tuesday, July 23, 2013
3:00 - 5:15pm Presentation with a 15 minute break
5:15 - 6:00pm Networking Reception


Audience Measurement Plus is a live and virtual conference comprised of new research papers presented in 30-minute webcasts. This unique event provides an extended look into the hottest topics covered at Audience Measurement 8.0, with all new material! Please see the main Audience Measurement Plus page for more information.

ARF Young Pros: The Future of User Experience and Interaction Design

July 18, 2013

The line between humans and devices is blurring. Consumer expectations are changing. The ARF Young Pros have gathered industry experts to discuss the future of user experience and interaction design. Following a screening of the 18-minute documentary “Connecting,” there will be a panel moderated by one of the film's creators - Andrew Casden of Bassett & Partners in San Francisco.

Thursday, July 18th, 5:30 – 8:30pm:

5:30 – 6:30: Cocktails, snacks and networking

6:30 – 7:30: “Connecting” documentary screening and panel discussion

7:30 – 8:30: More cocktails and networking!

Hear from:

This event is hosted by:

WebMD
111 8th Avenue
At 15th Street
New York 10011

About ‘Connecting’ 

The 18 minute "Connecting" documentary is an exploration of the future of Interaction Design and User Experience from some of the industry's thought leaders. As the role of software is catapulting forward, Interaction Design is seen to be not only increasing in importance dramatically, but also expected to play a leading role in shaping the coming "Internet of things." Ultimately, when the digital and physical worlds become one, humans along with technology are potentially on the path to becoming a "super organism" capable of influencing and enabling a broad spectrum of new behaviors in the world.

About Bassett & Partners:

Bassett & Partners is a disruptive brand and design strategy company that uses ethnographic understanding of people to find original emotional insights. Based in San Francisco, Bassett & Partners works closely with internationally renowned brands and innovators. The team of experts use their unique methodologies and story-telling capabilities to help brands find new ways to connect with consumers emotionally. 

ARF Young Pros: Breakfast With Champions – Steve Hasker

July 17, 2013

On July 17th, 2013 from 9:00 – 10:30am, Steve will host an intimate breakfast for twelve lucky Young Pros. Young Pros won a seat to attend Steve’s breakfast during the ARF Mobile Meetup at the kickoff for Audience Measurement 8.0 Sunday night June 9, 2013.

 Steve Hasker - President, Global Product Leadership

Steve Hasker is President, Global Product Leadership. Appointed to this role in February 2013, Steve is responsible for Nielsen’s product portfolio across Watch and Buy.

Prior to this role, Steve served as President, Global Media Products and Advertiser Solutions, where he led Nielsen’s TV and digital audience measurement, advertising effectiveness and social media solutions.

Steve joined Nielsen in 2009 from McKinsey & Company, where he was a partner in McKinsey’s Global Media, Entertainment and Information practice.  In this role, Steve was responsible for serving clients on issues of strategy, growth and innovation in television, syndicated information, filmed entertainment, sports, and digital advertising.  He joined McKinsey in 1998 and spent three years on the Partner Election Committee at the Firm.  Prior to McKinsey, Steve spent five years in several financial roles in the U.S., Russia, and Australia. 

Steve lectures regularly at Columbia University and his research into the influence of social networks on consumer behavior in media has been published in the Harvard Business Review. His writings on digital and online business models and marketing have been featured in the McKinsey Quarterly. Steve is a Board member of the International Radio and Television Society, and the Center for Communications and a member of the Australian Institute of Chartered Accountants.

Steve holds an undergraduate economics degree from the University of Melbourne and has an MBA and a Masters in International Affairs both with honors from Columbia University.



Audience Measurement Plus Day 3

July 16, 2013

Registration Fees:
ARF Members - FREE
Non-Members - $750

Tuesday, July 16, 2013
3:00 - 5:15pm Presentations with a 15 minute break
5:15 - 6:00pm Networking Reception


Audience Measurement Plus is a live and virtual conference comprised of new research papers presented in 30-minute webcasts. This unique event provides an extended look into the hottest topics covered at Audience Measurement 8.0, with all new material! Please see the main Audience Measurement Plus page for more information.



Audience Measurement Plus Day 2

July 09, 2013

Registration Fees:
ARF Members - FREE
Non-Members - $750

Tuesday, July 9, 2013
3:00 - 5:15pm Presentations with a 15 minute break
5:15 - 6:00pm Networking Reception

Audience Measurement Plus is a live and virtual conference comprised of new research papers presented in 30-minute webcasts. This unique event provides an extended look into the hottest topics covered at Audience Measurement 8.0, with all new material! Please see the main Audience Measurement Plus page for more information.



Audience Measurement Plus 8.0

July 02, 2013

Join us for Audience Measurement Plus! July 2, 9, 16, 23 and 30

Audience Measurement Plus is a live and virtual conference comprised of new research papers presented in 30-minute webcasts. This unique event provides an extended look into the hottest topics covered at Audience Measurement 8.0, with all new material!

Browse by Day

Tuesday, July 2, 2013 | Tuesday, July 9, 2013 | Tuesday, July 16, 2013 | Tuesday, July 23, 2013 | Tuesday, July 30, 2013


Tuesday, July 2, 2013

3:00–5:15pm Presentations (15 Minute Break) • 5:15–6:00pm Networking Reception

3:00-3:30pm
Advertising Impact and the Unconscious Mind

Introducing an in-depth psychological ad test: The Morphological approach.
  • Dirk Ziems – Managing Partner (Chairman), Concept M Research & Consulting
  • Terrett Drake – Research Director, Concept M Research & Consulting
3:30-4:00pm
Recency and Online Advertising Effectiveness
 
How the time span between the last ad exposure and the ad effectiveness poll affects online advertising effectiveness measurement.
4:00–4:15pm Break 
4:15-4:45pm
You can reach us by Smartphone – You can reach us by Tablet
 
Exploring factors associated with respondent mode choice for surveys using mobile devices.
4:45–5:15pm
CNN All Screen: Integrating Multiple Data Sources to Measure Cross-Platform Viewing
 
Measuring CNN on TV and digital, in and out of home.
5:15–6:00pm Networking Reception

 

Tuesday, July 9, 2013

3:00–5:15pm Presentations (15 Minute Break) • 5:15–6:00pm Networking Reception

3:00-3:30pm Commercial Online TV Ratings: National Rollout in Germany

Challenges and first commercial ratings from a cross-platform measurement for web video ads, including GRP and frequency metrics with demographics.

3:30-4:00pm
iGRP: New Measurement System and 4 Years of Practice in China 
 
Miaozhen Systems AdMonitor represents a hybrid methodology of full data tracking and online panel to effectively evaluate IGRP of online advertising.
  • Peking Tan – R & D Director, Greater China, Millward Brown 
  • Amy Gao – Amy Gao – Innovation Director, Miaozhen Systems 
4:00–4:15pm Break 
4:15-4:45pm
Speak Their Language – It Makes A Big Difference
 
Properly defining and speaking to the Hispanic audience in their language results in higher engagement and marketing success.
4:45–5:15pm
Mobile Minded Measurement: The Regional Growth of Mobile and What It Means for Content Providers
 
Mobile consumption is undoubtedly growing, but how should content providers be measuring their audiences in order to capture advertisers’ attention?
  • Rob Favre – Chief Commercial Officer, GM Analytics and Measurement, Triton Digital 
5:15–6:00pm Networking Reception

 

Tuesday, July 16, 2013

3:00–5:15pm Presentations (15 Minute Break) • 5:15–6:00pm Networking Reception

3:00-3:30pm
Marketers, Agencies and Publishers Share Their Perceptions of the IAB Rising Stars
 
The Rising Stars are the next big initiative in high impact display advertising, but how are they perceived by marketers, agencies, and publishers?
  • Shawn Baron – Manager, Research & Insights, Undertone
3:30-4:00pm
Emotional Context Drives Media Impact: Exciting New Research
 
Learn how the emotional context of ads affects ad performance, and how to choose environments that will make your media more effective.
4:00-4:30pm
BrandSnapper and John Wannamaker’s Ghost. Measuring the Impact of Engagement with Social Media
 
New research approach demonstrating how some brands have leveraged social media initiatives to their advantage.
4:30–5:00pm
A Look at How Bank of America Optimized Their Social Media Strategy
 
Bank of America discusses how they were able to redefine their social media goals after analyzing social media engagement at an audience level.
5:00–5:45pm Networking Reception

 

Tuesday, July 23, 2013

3:00–5:00pm Presentations • 5:15–5:45pm Networking Reception

3:00-3:30pm
What Drives Successful Telco Digital Marketing ROI on Facebook?
 
Using Facebook's view of 600M mobile users, we evaluate how telco marketing campaigns impact device adoption and service provider selection.
  • Sean Bruich – Head of Measurement R&D and Partnerships for Facebook, Inc.
  • Ruth Kricheli – Head of Telco Measurement for Facebook, Inc.
3:30-4:00pm
Understanding the Relative Impact of Traditional, Digital & Social Media in The Ad Council's Autism Speaks' Campaign
 
MSA, Ad Council, and the IAB developed a multi-stage modeling approach to quantify the relative impact of traditional, digital and social media.
4:00-4:30pm
Impact of Multi-Screen Strategy Across the Purchase Funnel
 
Bravo releases findings from its new Transmedia measurement framework, "Total ROI," which links content consumption and advertiser impact.
  • Dave Kaplan – VP, Bravo Advertiser Research for NBCUniversal
  • Eric Cavanaugh – VP, Bravo Program Research for NBCUniversal
4:30–5:00pm
How AT&T Optimizes TV Allocations Through Multi-Stage Market Mix Models
 
AT&T optimizes TV allocations through Mutli-Stage Market Mix Models.
  • Damon Samuel – Lead Manager, Marketing Science and Insights, AT&T Mobility
5:00–5:45pm Networking Reception

 

Tuesday, July 30, 2013

12:30–2:00pm Webcast Presentations 

12:30-1:00pm
“Viewer Guidance in Complex Media Environments” Program Promotion, Spectator Retention and Advertising Impact in Program Schedules of Three German Broadcasting Stations

We discuss ways to present (marketing-) information as a viewer guidance instead of distractors within TV program.

1:00-1:30pm
Mobile: Measure the previously Un-measureable. Drive ROMI

Mobile Measurement allows the previously un-measurable to become precision marketing tools that can help drive advertising and marketing ROIs forward.

1:30-2:00pm
The ROI of Music in Ads

The ROI of Music in Ads – Both a Qualitative and Quantitative Perspective.

  • Elliot Lum – Vice President, Columbia Records
  • Ann Green - Senior Partner, Corporate Innovation and Solutions, Millward Brown



Audience Measurement Plus Day 1

July 02, 2013

Registration Fees:
ARF Members - FREE
Non-Members - $750

Tuesday, July 2, 2013
3:00-5:15pm Presentations with a 15 minute break
5:15-6:00pm Networking Reception


Audience Measurement Plus is a live and virtual conference comprised of new research papers presented in 30-minute webcasts. This unique event provides an extended look into the hottest topics covered at Audience Measurement 8.0, with all new material!  Please see the main Audience Measurement Plus page for more information.



AM 8.0 Coverage

June 10 - 11, 2013 ET

News

#ARFAM8 : Impact of Multi-Screen Strategy Across the Purchase Funnel

#ARFAM8 : A Path to a Multi-Platform Solution

#ARFAM8 : How can Big Data Move Research Forward?

#ARFAM8 : What Measurement of the Future Looks like

#ARFAM8 : Marketing ROI – The $200bn Opportunity

#ARFAM8 : Going Beyond Currency – A New Approach to Advertising Testing

#ARFAM8 : Day 1 Review – Why We Need Cross Platform Media Measurement…TV Is Now The 720 Pound Gorilla

#ARFAM8 : Award Winning paper: What Drives Successful Telco Digital Marketing ROI on Facebook?

Location Key: Too Many Digital Ads Lack Viewability

#ARFAM8 : Kellogg’s Targets Weight Conscious Women HH With Addressable TV Campaign

#ARFAM8 : How Six Flags Achieved Record Success by Improving its Marketing Mix Models

#ARFAM8 : Measurement issues from the CEO perspective

#ARFAM8 : Award Winning paper: What Drives Successful Telco Digital Marketing ROI on Facebook?

 

Social Media

·         The CRE ‏@CREtalk 1m

o   See News section of CRE website http://researchexcellence.com/  for presentation on Marketing Mix Modeling, delivered at #ARFAM8

·         Arbitron Inc. ‏@ArbitronInc 4m

o   Come to the Arbitron booth to enter a drawing for a Summer Getaway. #arfam8

·         VisionsLive ‏@onlinequal 7m

o   GreenBook #ARFAM8 : Day 1 Review – Why We Need Cross Platform Media Measurement…TV Is Now The 720 Pound Gorillahttp://vl.io/11tkBdk

·         GreenBook ‏@ResearchShare 10m

o   #ARFAM8 : A Path to a Multi-Platform Solution by David Brudenell http://ow.ly/lVz69  #mrx

·         Leonard Murphy ‏@lennyism 16m

o   Check out comprehensive coverage of #ARFAM8 by @DavidBrudenell & @joelrubinson only on GreenBook Blog! http://ow.ly/lVy5l  #mrx #newmr

·         Delly P. ‏@La_Pitufina2025 24m

o   However, it was a little disheartening to find that there were so few women experts represented on the panels. #ARFAM8

·         Delly P. ‏@La_Pitufina2025 26m

o   I'm pretty moved by the fact that the President and CEO along with the Chair of the Exec Board for the #ARF are women. #ARFAM8

·         josh chasin ‏@jchasin 32m

o   Oh man. Tgat kid looks like hell. RT @lutemi: The most accomplished Young Pro @ARF. #arfam8 pic.twitter.com/CnCqYSTfkT

·         Leonard Murphy ‏@lennyism 38m

o   New blog post #ARFAM8 : Day 1 Review – Why We Need Cross Platform Media Measurement…TV Is Now The 720 Pound Go...http://ow.ly/2xvyfB

·         greg depalma ‏@depalmix 45m

o   @TRA_TVMetrics excellent cross media impact on sales for SMG case study @The_ARF #arfam8

·         AHAA ‏@AHAA 45m

o   MT @The_ARF: RT @iabcanada: #arfam8 Hispanics heavy users of social media, however appalling shortage of insights about this 54M pop. grp

·         Sable Mi ‏@lutemi 49m

o   Cross-platform measurement and effectiveness: one size does not fit all- Helen Katz, Stardom MediaVest. #arfam8

·         greg depalma ‏@depalmix 49m

o   #arfam8 @The_ARF interesting cross media learnings from SMG showing tv and digital driving sales from new vs repeat purchasers w TRA data

·         Scarborough. ‏@ScarboroughInfo 1h

o   49% of #millennials used @Visa card, 25% used @mastercard and 8% used @AmEx. For more, see our #infogaphic: http://bit.ly/MCHuI2  #ARFAM8

·         GfK ‏@GfK_en 1h

o   'Stop trying to  measure devices and start measuring video' -- Mark Loughney, ABC TV Net, speaking w/GfK on cross-platform #arfam8

 



Audience Measurement 8.0

June 10 - 11, 2013 ET

 

Sean Bruich
Head of Measurement Platforms & Standards, Facebook, Inc.
 
Jonathan Carson
Digital Executive & Entrepreneur
Bruce Friend
President, Vision Critical
David Marans
EVP, Media, ARF

Guido Modenbach

Managing Director, Seven One Media GmbH 

Charlie Payne
Executive Director, Consumer Marketing ROI, AT&T Mobility
Beth Rockwood
SVP, Market Resources, Discovery Communications
Stacey Schulman
SVP & Chief Research Officer, TVB
Raimund Wildner Managing Director, GfK Verein  Russ Winer
William H. Joyce Professor of Marketing, New York University
See our full line-up of distinguished speakers

 

 

Audience Measurement 8.0 - Advance Registration Deadline

May 20, 2013

Advance registration rates are in effect until May 20, 2013!
 

ARF Young Pros: Breakfast With Champions - Betsy Frank ARF

May 14, 2013

ARF Young Pros Breakfast with Champions: Betsy Frank - Chief Research & Insights Officer, Time Inc.

On May 14, 2013 from 9:00 – 10:30am, Betsy will host an intimate breakfast for twelve lucky Young Pros. Young Pros can enter to win a seat at Betsy’s breakfast during The Naked Brand Film Screening and Talk Back on March 12, 2013.

 Betsy Frank - Chief Research and Insights Officer, Time Inc. Media Group
 
Betsy Frank joined Time Inc. as chief research and insights officer in April, 2006.  In this role, Frank oversees all of Time Inc.’s research efforts, integrating its consumer and marketing research organizations. Before assuming her role at Time Inc., Frank was executive vice president of research and planning for MTV Networks, a division of Viacom, where she supported the creative and business goals of the cable and film divisions by creating original consumer research strategies. Prior to MTV Networks, Frank served as executive vice president and director of strategic media resources for Zenith Media Services, the media specialist arm of Saatchi & Saatchi.  
 

Attend an upcoming Young Pros event for a chance to win a seat at a future breakfast!

 

ARF Young Pros: Special Reception with ARF President & CEO Gayle Fuguitt

May 09, 2013

Monday, April 15th 2013 marked the beginning of a new era at the ARF, as Gayle Fuguitt began her tenure as President & CEO of the Advertising Research Foundation. Gayle joins the ARF after 32 years at General Mills, where she was lauded for bringing the voice of the consumer to the decision table, and was a recognized pioneer in applying digital technology to research and branding.

Gayle is passionate about the next generation of research leaders and the future of the industry, and so one of her first actions as CEO will be to host a reception for the Young Pros. She wants to learn about your expectations for the ARF – how can we help you in your careers, and what skills and points of view would you like to share with the industry? This event is exclusively for ARF Young Pros – be among the first to meet Gayle in her new role!

What:
Special Reception for Young Pros with ARF President & CEO Gayle Fuguitt. Food and drinks will be served.

When:
Thursday, May 9th, 2013
6:00 – 8:00pm

Where:
Advertising Research Foundation
432 Park Avenue South, Floor 6
New York, NY 10016

Thought Leader: Biometric Measures + Traditional Methods = Unique Brand Communication Insights

May 09, 2013

*INVITATION ONLY*

The industry’s heightened awareness of neuromarketing science has led to the resurgence of using biometric measures in marketing research.  However, some applications of neuromarketing research are not equipped to accurately obtain an in-depth understanding of how consumers mentally process and respond to brand messaging. 

During the session, Professor Paul Bolls, Ph.D., will introduce attendees to a scientific paradigm for understanding data that is obtained from all measures of brain activity, including brain imaging and more traditional biometric measures. The paradigm provides a scientifically valid foundation for combining biometric measures with traditional marketing research methods to gain more comprehensive insights into consumers' interactions with brand communication. 

Join Dr. Bolls as he explores and discusses the following topics:

Why neuromarketing should not replace communication science
Just because you're imaging the brain doesn't mean you stop using your head
Brand Communication as a dynamic interaction between the brain and messages
Applying biometric measures to marketing research – integrating traditional and biometric methods to improve the understanding of consumer perceptions of communications
Understanding the three channels of human experience and what biometrics measure
Media Psychophysiology as an approach to brand communication research
Implications for evaluating and conducting valid biometric/neuromarketing research

Through the knowledge that attendees gain during the session, they will be better prepared to evaluate neuromarketing research approaches, and participate in the valid application of biometric measures in marketing communication science.

Presented by:
Paul Bolls, Ph. D. – Associate Professor of Strategic Communication, Missouri School of Journalism

Where:  
McCANN, 600 Battery Street, Church Conference Room, San Francisco, CA 94111

 

Thought Leader: Driving Paid, Earned and Owned Media with Social Intelligence – TV Series Best Practices

May 08, 2013

Where: 

600 Battery Street, Church Conference Room
San Francisco, CA 94111

It’s safe to say that television isn’t what it used to be. Nowadays, the growing number of channels from which to view media (live, on demand, online streaming) make it much more difficult to be successful.

Some series instantly get lost in the noise while some flourish.

What made series such as Game of Thrones, The Walking Dead or Madmen a hot topic while others struggled for audience?

It has never been more critical to understand exactly where, when and how you should drive earned, paid and owned media to maximize success. 

Join Liz High, Senior Director Insights and Services at SDL as she walks you through an analysis of how key US TV shows are living and dying through the smart application of multi-channel campaigns that embrace traditional and social that support new season launch.

By looking through the lens of the SDL Customer Commitment FrameworkTM and exploring SDL’s predictive social measures we will reveal a set of best practices that can mean the difference between a viral hit and a rating challenge.

In this lunch session, you’ll learn:

  • About a new, proprietary approach to measuring and driving content engagement strategies using social data
  • An innovative, real-time approach to predicting campaign success
  • Best practices for when, where and how to drive earned, paid and owned media to optimize success
  • To register for this free Thought Leader Luncheon, please email thoughtleader@thearf.org to confirm your space.
  • Please keep in mind that space is limited and early registration is recommended.

Audience Measurement 8.0 - Early Bird Registration Deadline

April 29, 2013

Early bird registration rates are in effect until April 29, 2013

 

Member Exclusive: Breakfast Presentation

April 17, 2013

Location:

ARF Offices
432 Park Avenue South, 6th Floor
New York, NY 10016

Time:
9:00 – 9:30am Breakfast
9:30 – 10:30am Presentation

Industry Survey: Digital Brand Advertising Outlook and Best Practice Benchmarks

How do you effectively leverage online advertising to build your brand? There are a lot of opinions floating around, but what really works? In January of 2013, Vizu, a Nielsen company, partnered with the CMO Council to assess the potential for the industry in 2013 and identify best practices for leveraging online brand advertising. Our second annual survey of over 500 brands, agencies, and publishers covers growth projections for the coming year, and highlights best practices for taking full advantage of the medium

During this presentation, you will learn:

·       Growth projections for online brand advertising, in total and by channel

·       Common challenges for advertisers and media sellers, and best practices to overcome them

·       Insights into best practices for measuring and quantifying campaign ROI

Presenter: 
Randall Beard - Global Head – Advertiser Solutions, Nielsen. 



Re:think Plus 2013 Virtual Conference

April 03, 2013

Hear never-before-presented research selected from a record-breaking number of entries.

Our 20 more key issue papers will be presented via webcast

Over three days, April 3, 10 & 17, 2013, new research papers will be presented in a series of 30-minute webcasts (including Q&A), covering these topics:

·         Critical Media Issues

·         Ways Social and Mobile are Affecting the Research Business

·         Ad Effectiveness & Media Mix Modeling

·         Research Methods

·         Gaining a Deeper Understanding of People

These papers will be presented publicly for the first time at Re:think Plus covering the industry’s hottest topics

Re:think Plus is FREE to ARF members and Re:think 2013 attendees

Day 1 http://my.thearf.org/source/ANNUAL/event.cfm?EVENT=THINK_13PL

Day 2 http://my.thearf.org/source/ANNUAL/event.cfm?EVENT=THINK13PL2

Day 3 http://my.thearf.org/source/ANNUAL/event.cfm?EVENT=THINK13PL3

New Issue of Journal of Advertising Research, Volume 53, Issue 1

March 21, 2013

Mark your calendar for the next JAR issue!

The Journal of Advertising Research is the R&D vehicle for professionals in all areas of marketing including media, research, advertising and communications.

ARF Members
ARF members can access full text of JAR articles for the most recent five volumes.
Log in via My ARF to access 200+ JAR articles »

ARF Non-Members
If you are not an ARF member, but have a separate subscription to JAR, you can access JAR articles through http://www.journalofadvertisingresearch.com »
If you are interested in subscribing to JAR, please visit WARC »

 



Great Mind Awards 2013

March 20, 2013

INNOVATION AWARD

Finalist
Danica Allen – GfK
Jeff Bander – EyeTrackShop/Sticky Oliver Hupp - GfK
Claudia Perlich - Media6Degrees
Venugopal (Srini) Srinivasan – Nielsen
Raimund Wildner – GfK Verein
John Wittenbraker – GfK
Helen Zeitoun – GfK

Certificate Winner
Ryan Barker  - Vision Critical
Kathy Beitler - Innerscope Research, Inc.
Ralph Blessing – GfK
Skip Brand - Martini Media
Jeff Campana – GfK
Josh Chasin - comScore, Inc.
Dixon  Cleveland - LC Technologies Inc.
Ratnakar Dev – Nielsen
Harley  Ellenberger – Kantar Media- Campaign Media Analysis Group
Robert Favre - Triton Digital
Carolyn Fuson - Microsoft Corporation
Maury Giles – Ipsos
Emily Hardy - Innerscope Research, Inc.
Will  Kassoy – AdColony
Brendan Kitts – PrecisionDemand
Scott Knoll - Integral Ad Science
Sterling Lanier – Chatter
Ronette Lawrence – Microsoft
Mitzi  Lorentzen - Millward Brown
Tom Luke – GlobalHue
Tim McAtee - IPG Media Lab
Sam McCloy – GfK
John McGarr - Fresh Squeezed Ideas
Cameron Meierhoefer - comScore, Inc.
Donna Miller – GfK
Judit Nagy - Fox Broadcasting
Stephen Phillips - ZappiStore
Jeannine Randolph - Innerscope Research, Inc.
Dan Rosen – GfK
Jorge Ruiz - Neo@Ogilvy
Minakshi Sharma - Sreejak Media
David Shiffman - MediaVest USA
Shawn Song - PHD Media
Richard Susman - IPG- Initiative
Alan Thompson – Ipsos
Misia Tramp – SDL
Deepak Varma - Nielsen-NeuroFocus
Cynthia Vega – Nielsen
Dave  Zinman – Infolinks

PRESIDENT'S AWARD

Finalist
Crystal Barnes – Nielsen
Kelle Coleman – Nielsen
Justine Faeth – ESPN
Lauren George – CBS
Tamara Hood - Viacom Media Networks
Leah McTiernan - Ipsos
Frances Quattrocki - comScore, Inc.
Kyle Rondeau - Arbitron, Inc.
Becarren Schultz – Ameritest
Nicole Tomei Zwolinski – GfK
Kelly Weikes - Millward Brown
Jill Wiltfong – Ipsos

Certificate Winner
Chris Bacon - EJ Gallo Winery
Linda Lancia - Sun Products Corporation
Kristin Luck – Decipher
Bill Moult – Nielsen
Debbie Solomon – Mindshare

QUALITY IN RESEARCH AWARD

Finalist
comScore, Inc. & Facebook, Inc. - The Power of Like 2: How Social Marketing Works
FOX Broadcasting Company & trueAnthem - Measuring What Matters In Social Media
J.D. Power and Associates -2013 Social Media Benchmark Study
The Palmerston Group and Cole & Weber United - Project Butterfly: Escaping The Net
SDL and Sprint – Predicting B2B Customer Commitment   

Certificate Winner
Carat USA
Chaordix Inc.
Microsoft

RISING STAR AWARD

Finalist 
Stephanie Flosi - comScore, Inc.
Ryan King - Ipsos ASI
Benjamin Schneider - Keller Fay Group
Jenny Vandehey – SMG

Certificate Winner
Mary Anthony - Young & Rubicam
Mallory Armstrong - comScore, Inc.
Brandon Burr - comScore, Inc.
Daniel Carmacianu – Ipsos
Justin Carbonella - Dynamic Logic
Siobhan Counihan-McGee - Keller Fay Group
Anne Czernek - Dynamic Logic
Ian Essling - comScore, Inc.
Kelsey Hendrickson - Scripps Networks Interactive
Daniel Herrick - Comedy Central- Viacom
Jake Hogan – Starcom
Abbey Keck – Nielsen
Mark Keida – GfK
Michael Krulwich - IPG Media Lab
Gery Lopez – GlobalHue
Victoria Mann – EyeTrackShop
Kate Mathews – GfK
Anubhav Mehrotra - comScore, Inc.
Rachel Michaels - The NPD Group, Inc.
Christine Nguyen - Dynamic Logic
Amelia O'Connor - Dynamic Logic
Victor Perng - PHD Media
Brendan Piccora – comScore
Joshua Pisano - GfK MRI
Kim Solana - GfK
Katherine Wallace-Hodel - Forbes Consulting Group

OUTGOING BOARD OF DIRECTORS AWARD

Belle Frank - Young & Rubicam Advertising
Gayle Fuguitt - General Mills
Felipe Korzenny - Florida State University
Colin Mitchell - Ogilvy & Mather
Michael Pardee – Scripps
Britta Ware – Meredith

MEMBER AMBASSADOR OF THE YEAR AWARD

Finalist 
Gian Fulgoni - comScore, Inc.
Christian Kugel – AOL
John LaRocca – dunnhumbyUSA
Tjun Wong – Shire

JAR BEST PAPER OF 2012 AWARD

Finalist 
Linda Boland Abraham - comScore, Inc.
Anne Hunter - comScore, Inc.
Andrea Vollman - comScore, Inc.
Yuping   Liu-Thompkins - Old Dominion University

GfK NEXT GENERATION AWARD
TBD

The ARF Great Mind Awards recognize and celebrate individuals who contribute to the excellence and advancement of advertising research. Established in 2006, we honor research innovation, rising research stars, outstanding ARF member contributions, quality in research, and lifetime achievement within the industry.

Now in its eighth year, the ARF Great Mind Awards continue to recognize notable individuals who have truly made a difference to the advertising research industry. Awards are presented at the ARF Great Mind Awards luncheon during Re:think 2013 on Wednesday, March 20, 2013, at the New York Marriott Marquis.

If you have any questions about nominating a client or colleague, please contact Kelly McSorley directly by email: Kelly@thearf.org.


Testimonials

"Thank you, ARF, for creating a meaningful forum to honor the research professionals who move our industry forward. I am proud to be a recipient and I look forward to honoring future colleagues for their great work!"
Stacey Lynn Schulman, HI: Human Insight
2012 Gold Winner, Great Mind Innovation Award


"The award has launched a new phase in my career and I look forward to more involvement with the ARF in the future."
Molly Poppie, Nielsen
2012 Bronze Rising Star Winner


"This recognition by the advertising industry’s leading research organization is a very welcome and wonderful acknowledgement."
Dr. A. K. Pradeep, Neurofocus
2008 Grand Innovation Award Winner

"I’ve worked with the ARF for 40 years and hold the organization in high regard. I appreciate the ARF’s continuing contributions to the industry, so it was a particular honor to receive this recognition from them."
Gale Metzger
2009 Lifetime Achievement Award Winner

 

"How could anyone not be completely humbled and honored to receive the Lifetime Achievement Award from the prestigious Advertising Research Foundation? The only thing close in significance is the actual joy of nearly fifty years working in the field with the ARF and JAR, serving top marketers and their agents. Thank you!"
Meg Blair
2012 Lifetime Achievement Award Winner

 


 



2013 David Ogilvy Awards

March 19, 2013

“Every advertisement must contribute to the complex symbol which is the brand image.”

– David Ogilvy


2013 ARF David Ogilvy Awards Winners

ARF congratulates the 2013 finalists of the David Ogilvy Awards sponsored by Microsoft Advertising, Ipsos, Ogilvy & Mather and Avión.

 

GRAND OGILVY WINNER

SPORTS, ENTERTAINMENT & MEDIA:

“P&G London 2012 Olympic Games ‘Thank You Mom’” Procter & Gamble

RESEARCH: Ipsos ASI, Nielsen

AGENCY: Wieden + Kennedy

MEDIA: Carat, Starcom MediaVest Group

Download Case Study

View Advertisement

The campaign was designed as a way to unite P&G and its brands as the Company activated behind its global Olympic sponsorship. P&G was launching its first ever global scale program behind the sponsorship – the biggest initiative in Company history. The campaign was designed to provide a heart-warming umbrella that would connect P&G, the individual brands in our Portfolio, and the Olympics movement together in the minds of consumers. The idea was to create a campaign that would resonate with the Company's core consumers on a highly emotional level by bringing a universal insight to life that was linked to P&G and Olympic values. The “Thank You Mom” campaign was created to speak to moms and anyone with a mom. It honored the role mothers play helping their kids to reach their full potential and showing how moms do the hardest job in the world, but also the best job. ‘The Corporate equity ‘Thank You Mom’ ads illustrating the role and viewpoint of moms brought this idea to life in a way that moved billions of people all over the world. The campaign did this in context of the Olympic games and a broader activation which included 32 brands in over 50 countries.

 

RESEARCH ACHIEVEMENT

PACKAGED GOODS

Slim Jim Man MedicineSlim Jim, ConAgra Foods

RESEARCH: C&R Research, Think Conservatory, Communicus, IRI, The NPD Group

AGENCY/MEDIA: Venables, Bell & Partners

Download Case Study

View Advertisement

Slim Jim's big campaign (Man Medicine) idea introduced the world to the Slim Jim Center for Spice Loss, a medical-type organization whose trained professionals treated guys suffering from the ill effects of unmanly behavior. The Campaign can best be described through a medical solution lens: Disorder = Male Spice Loss. Cause = The new-found pressures of adult responsibility. Symptoms = Plummeting gaming aptitude and diminished zombie survival skills. Cure = Slim Jim products. Depending on the symptoms, patients were prescribed a number of Slim Jim products to restore manliness. It was an idea designed to both attract an older audience and still deliver the irreverent humor that teenage guys expect from Slim Jim.

 

RESEARCH INNOVATION

FASHION & HOUSEHOLD ITEMS

Stronger Stand Against WasteGlad, The Clorox Company

RESEARCH: Kelton Research, Hall & Partners Research, Sands Research

AGENCY: DDB San Francisco, Clorox Digital Labs, Current, Effect Partners, Evolution Bureau

MEDIA: OMD

Download Case Study

View Advertisement

How do you drive brand engagement in a category that consumers don’t want to think about? The insight that consumers don’t think much about their trash bag, but certainly think about what goes into it and its impact on the environment, paved the way for Glad’s “Stronger Stand Against Waste” campaign. The campaign showcases Glad’s new stronger bag, remarkably made with less plastic, by visually bringing to life the collective magnitude of impact that just one person with the help of just one bag can make on the environment.

 

CONSUMER ELECTRONICS

GOLD: “Windows 8 Advertising Campaign” Windows 8

RESEARCH: PSB, GfK, IAG Nielsen, Bluefin Labs

AGENCY: R/GA, Crispin Porter & Bogusky, JWT

MEDIA: Starcom MediaVest Group

Download Case Study

View Advertisement

 

SILVER: “HALO 4: An Ancient Evil Awakens” XBOX

RESEARCH: Alternate Routes

AGENCY: twofifteenmccann, AKQA, Elelman, Roundhouse

MEDIA: Starcom MediaVest Group

Download Case Study

View Advertisement

 

DIGITAL & MEDIA

GOLD: Bellator MMA Live Launch” Spike TV

RESEARCH: Spike TV, Three Group

AGENCY: Fallon

MEDIA: Horizon Media

Download Case Study

View Advertisement

 

SILVER: “Sonic ‘Firsts’” Chevrolet Sonic

RESEARCH: Hall & Partners, Nielsen, GM Research, Goodby Silverstein & Partners Research

AGENCY: Goodby Silverstein & Partners

MEDIA: Carat

Download Case Study

View Advertisement

 

 

FASHION & HOUSEHOLD PRODUCTS

GOLD:Stronger Stand Against WasteGlad

RESEARCH: Kelton Research, Hall & Partners Research, Sands Research

AGENCY: DDB San Francisco, Clorox Digital Labs, Current, Effect Partners, Evolution Bureau

MEDIA: OMD

Download Case Study

View Advertisement

 

SILVER: “Bleachable Moments” Clorox Bleach

RESEARCH: The Clorox Company (Global Brand Insights), Blue Research Company, Lieberman Research Worldwide, J.D. Power and Associates, Ipsos ASI

AGENCY: DDB San Francisco, Critical Mass

MEDIA: OMD

Download Case Study

View Advertisement

 

GOVERNMENT, NONPROFIT AND PUBLIC SERVICE

GOLD:Obama for AmericaPresident Barack Obama

RESEARCH: Benenson Strategy Group, David Binder Research, Harstad Strategic Research, Anzalone Liszt, The Feldman Group

AGENCY: Obama for America Media Team: GMMB, AKPD Message & Media

MEDIA: Obama for America Media Team: GMMB, AKPD Message & Media

Download Case Study

View Advertisement

 

SILVER:Caregiver AssistanceAd Council and AARP

RESEARCH: BrainJuicer, Communispace, Decision Analyst, Lightspeed Research and W5

AGENCY: Butler, Shine, Stern & Partners

Download Case Study

View Advertisement

 

HEALTH & PERSONAL CARE

GOLD:Good Health Starts HereDelta Dental of Missouri

RESEARCH: Brand Keys

AGENCY: Advertising Savants

MEDIA: Advertising Savants

Download Case Study

View Advertisement

 

SILVER:Polident Reverse DeclinePolident and Super Poligrip

RESEARCH: GMI

AGENCY: Grey Advertising

MEDIA: PHD

Download Case Study

View Advertisement

 

 

INTERNATIONAL

GOLD:1000 MumsKmart (Australia)

RESEARCH: Forethought Research

AGENCY: BWM

Download Case Study

View Advertisement

 

SILVER:MiO Squirt SomeMiO Liquid Water Enhancer, Kraft Foods

RESEARCH: Nielsen; Ipsos ASI; ACCE; dunnhumby

AGENCY: Taxi 2

MEDIA: Starcom MediaVest Group; Edelman, Mosaic

Download Case Study

View Advertisement

 

MULTICULTURAL

GOLD:PowerAde Believe” PowerAde, The Coca-Cola Company

RESEARCH: Millward Brown

AGENCY: Madre

View Advertisement

 

SILVER: “Food Freedom” PAM Cooking Spray, ConAgra Foods

RESEARCH: Market Data Corporation, Ace Metrix, Inteligencia Research, I N A Research, Ipsos ASI, Communicus

AGENCY: DDB, d exposito & Partners

MEDIA: MediaCom, Spark

Download Case Study

View Advertisement

 

PACKAGED GOODS

GOLD:Slim Jim Man MedicineSlim Jim, ConAgra Foods

RESEARCH: C&R Research, Think Conservatory, Communicus, IRI, The NPD Group

AGENCY: Venables, Bell & Partners

MEDIA: Venables, Bell & Partners

Download Case Study

View Advertisement

 

SILVER:PerfectReese's, The Hershey’s Company

RESEARCH: Millward Brown

AGENCY: Arnold

MEDIA: OMD

Download Case Study

View Advertisement

 

PHARMACEUTICAL

GOLD: “Project ‘Money Ball’” STELARA

RESEARCH: Draft FCB

AGENCY: Draft FCB

MEDIA: J3

Download Case Study

View Advertisement

 

SILVER: “Sue’s World” DULERA®, Merck

RESEARCH: Nowwhat, MSW, Marketing Evolution

AGENCY: DDB, McCann Erickson

MEDIA: Draft FCB

View Advertisement

 

RESTAURANTS & OTHER EATERIES

GOLD: “Sea Food Differently” Red Lobster

RESEARCH: InsightStorm; Millward Brown; M/A/R/C; HRCP; GfK

AGENCY: Grey

MEDIA: Starcom MediaVest Group

Download Case Study

View Advertisement

 

SILVER: “Live Más” Taco Bell

RESEARCH: Draft FCB

AGENCY: Draft FCB

MEDIA: Draft FCB

Download Case Study

View Advertisement

 

RETAIL & E-TAIL

GOLD: “Take Vacation Back” Orbitz

RESEARCH: Millward Brown, Invoke, The Insight Scout, GfK, The Research House, Insight Express

AGENCY: BBDO

MEDIA: Optimedia, Spark

Download Case Study

View Advertisement

 

SILVER: “eHarmony 2012 Campaign” eHarmony

RESEARCH: eHarmony

MEDIA: OMD

Download Case Study

View Advertisement

 

SPORTS+ENTERTAINMENT+MEDIA

GOLD: “P&G London 2012 Olympic Games ‘Thank You Mom’” Procter & Gamble

RESEARCH: Ipsos ASI, Nielsen

AGENCY: Wieden + Kennedy

MEDIA: Carat, Starcom MediaVest Group

Download Case Study

View Advertisement

 

SILVER: “2011 Global Budget Allocation” Monster.com

RESEARCH: Monster.com

MEDIA: OMD

Download Case Study

View Advertisement

 



Re:think 2013

March 17 - 20, 2013 ET

Attend the most ground-breaking, innovative marketing research event of the year!

Keynote Speakers:

 
Steven Kotler
Flow Genome Project
 
J. Walker Smith
The Futures Company
 
Matthias Hartmann
GfK
 

At Re:think 2013 the best advertiser minds at GM, Sam’s Club, IBM, Google, Citigroup, HJ Heinz, Orbitz, Facebook, and McKinsey & Company will tell you what is working for them and present some research challenges. Hear first time research in the Key Issue Forums, expanded to include 40 papers this year. Don’t miss interactive showcases from CBS, Warner Music Lab, and more in the Insights Zone. 

View the full Program here!

Speakers include:


Artie Bulgrin
ESPN, Inc.
   
John Forsyth
McKinsey & Company
   
Diane Hessan
Communispace Corporation
   
Kelly Jones
Microsoft Advertising

 


Lori Kneisler
General Motors
   
Kathy McGettrick
IBM
   
David Poltrack
CBS and CBS VISION
   
Ramón Portilla
Sam's Club
   
Brad Smallwood
Facebook, Inc.
   

Your colleagues from Google, Orbitz, Facebook, ESPN, and more are attending Re:think 2013.
Will you be there?

"To me the conference is particularly valuable in providing "one stop shopping" of everything that is happening in the world of insights and analytics.  There is a huge wealth of great new learning and capabilities, and it is organized to allow maximum use of available time to focus on the areas that are most relevant to each person."
Spencer Pingel - Worldwide Director, Colgate Palmolive


Participating companies include:

 

 

ARF Young Pros: The Naked Brand Film Screening and Talk Back

March 12, 2013

 

Jeff Rosenblum’s film The Naked Brand has taken the Advertising world by storm. Corporations have incredible influence on the world, and advances in technology are rapidly making them accountable not just to shareholders, but to everyone. The Naked Brand is a story about how corporations can help save the planet one small step at a time. Stay for a talk-back with Jeff and special guests following the screening.

All Young Pros attending this event can enter to win a seat at our next Breakfast with Champions, hosted by Betsy Frank, Chief Research & Insights Officer of Time Inc.!

This is a FREE event.

When
Tuesday, March 12th: 6:00 – 8:30pm
6:00 – 7:00: Reception
7:00 – 8:00: The Naked Brand Screening (download the PDF)
8:00 – 8:30: Young Pros Panel

Where
Time Warner’s Screening Room
One Time Warner Center
Please enter via Time Warner’s Headquarters
(on 58th Street between 8th & 9th Avenues)

Read a write-up about the Naked Brand Film Screening And Talk Back! 
 

ARF Young Pros: Breakfast With Champions - Gian Fulgoni

March 07, 2013

ARF Young Pros Breakfast with Champions: Gian Fulgoni – Executive Chairman and Co-founder, comScore

On March 7, 2013 Gian will host an intimate breakfast for twelve lucky Young Pros. Young Pros can enter to win a seat at Gian’s breakfast during the exclusive tour of AT&T’s AdWorks Lab on January 31, 2013.

Gian Fulgoni – Executive Chairman and Co-founder, comScore

Gian Fulgoni is Executive Chairman and Co-founder of comScore (NASDAQ: SCOR), the global leader in measuring the digital world. Using its proprietary technology, comScore continuously measures the online activity of a global, opt-in database of 2 million Internet users and provides its clients with vital market intelligence that helps them maximize the return from their investments in digital marketing.

For 18 years previously, Mr. Fulgoni was President / CEO of Information Resources (“IRI”), the innovative supplier of point-of-sale scanner information to the consumer packaged goods industry. Under Mr. Fulgoni’s leadership, IRI’s revenues grew at an annual rate of 40% to levels in excess of $500 million per year and in 1996 IRI become the largest market research firm in the U.S. At its zenith, IRI’s market value exceeded $1.4 Billion.

A visionary, Mr. Fulgoni was described by The Kelsey Group as “one of the world’s leading research minds”. In 1991 and again in 2004, Mr. Fulgoni was named by KPMG as Illinois Entrepreneur of the Year – the only person to have been awarded this honor twice. In 1992 he received the Wall Street Transcript Award for outstanding contributions as CEO in enhancing the overall value of IRI to the benefit of its shareholders. In 2008, Mr. Fulgoni was inducted into the Chicago Entrepreneurship Hall of Fame, joining such luminaries as Leonard Lavin, founder of Alberto Culver, and Gordon Siegal, founder of Crate & Barrel.

Mr. Fulgoni currently serves on the boards of PetMed Express, Inc. (NASDAQ: PETS), the country’s largest pet pharmacy and InXpo, a development stage company that has built an Internet platform that allows it to effectively and economically offer virtual trade shows and other events. Educated in the U.K., Mr. Fulgoni holds a B.Sc. degree (with Honors) in Physics and an M.A. in Marketing.


Attend an upcoming Young Pros event for a chance to win a seat at a future breakfast!
 

Re:think 2013 - Advance Registration Deadline

February 25, 2013

Advance registration rates are in effect until February 25, 2013.

Please download the registration form for pricing information and register now to save money!
 

ARF Young Pros: An Exclusive Tour of the AT&T AdWorks Lab

January 31, 2013

We invite all ARF Young Pros to attend an exclusive tour of the AT&T AdWorks Lab! Join David Polinchock, AdWorks Lab Director, and enter an immersive world of data, new media, and emerging technologies.

All Young Pros attending this event can enter to win a seat at our next Breakfast with Champions, hosted by Gian Fulgoni, executive chairman and co-founder of comScore!

When: Thursday, January 31, 5:30–8:30pm
5:30–6:30pm: Drinks, hors d’oeuvres, and networking
6:30–7:00pm: AdWorks Lab overview
7:00–8:30pm: Explore the lab, and enjoy more drinks and networking

Where: AT&T AdWorks Lab, 810 7th Ave, 19th Floor (between 52nd & 53rd), New York, NY

Due to space constraints, there are only 50 Young Pros will be accommodated—reserve your spot now!

About the AT&T AdWorks Lab:
The AT&T AdWorks Lab allows advertiser clients the opportunity to explore and discover AT&T AdWorks’s offerings. Showcasing the breadth and depth of aggregate and anonymous data that flows through AT&T channels, the lab demonstrates the company’s ability to produce real-time and actionable intelligence across multiple channels, including mobile, online, television, OOH, and other emerging media that will materially expand opportunities for effective marketing communications.
 

Re:think 2013 - Early Bird Registration Deadline EXTENDED

January 31, 2013

Early bird registration rates are extended until January 31, 2013.

Please download the registration form for pricing information and register now to save money!
 

Thought Leader: HCD - Biometric Measures

January 24, 2013

*INVITATION ONLY*

The industry’s heightened awareness of neuromarketing science has led to the resurgence of using biometric measures in marketing research.  However, some applications of neuromarketing research are not equipped to accurately obtain an in-depth understanding of how consumers mentally process and respond to brand messaging.

During the session, Professor Paul Bolls, Ph.D., will introduce attendees to a scientific paradigm for understanding data that is obtained from all measures of brain activity, including brain imaging and more traditional biometric measures. The paradigm provides a scientifically valid foundation for combining biometric measures with traditional marketing research methods to gain more comprehensive insights into consumers' interactions with brand communication.

Join Dr. Bolls as he explores and discusses the following topics:

  • Why neuromarketing should not replace communication science
  • Just because you're imaging the brain doesn't mean you stop using your head
  • Brand Communication as a dynamic interaction between the brain and messages
  • Applying biometric measures to marketing research -- a scientific paradigm
  • Understanding the three channels of human experience and what biometrics measure
  • Media Psychophysiology as an approach to brand communication research
  • Implications for evaluating and conducting valid biometric/neuromarketing research

Through the knowledge that attendees gain during the session, they will be better prepared to evaluate neuromarketing research approaches, and participate in the valid application of biometric measures in marketing communication science.

Presented by:
Glenn Kessler – President and CEO, HCD Research, Inc.
Paul Bolls, Ph. D. – Associate Professor of Strategic Communication, Missouri School of Journalism

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Thought Leader: Precima - Converting Sales and Customer Data to Currency – How to Monetize Your Most Valuable Asset

January 22, 2013

*INVITATION ONLY*

These days, the best-selling product a retailer owns might not be on its shelves, but in its sales and customer data. Monetizing or reselling sales and loyalty card data can open doors not only to new revenue streams, but also to a supplier’s valuable analytical resources. Selling that information, however, is not so simple as slapping a price tag on a data point. It is as complex, and varying, as a merchandising or marketing strategy customer segmentation and product assortment. 

In this session, experts with Precima, A Loyalty One Solution, will share the most effective strategies for reselling sales and loyalty card data to suppliers and then gaining access to supplier resources, such as category managers and analysts. Using their own client examples, our experts will answer questions about how to price the data and show the best ways to collaborate with suppliers to make better-informed, business-growing decisions.

In this session, learn:

• New strategies on how to package and price and position data for resale
• Negotiating a data exchange that enables you to grow the business through gained, supplier resources
• The best ways to use the data, collaboratively, for merchandising decisions, business planning and partnerships
• Formulas for determining pricing for different data sets

When: January 22, 2013 4:00pm - Networking cocktail reception will follow
Where: ARF, 432 Park Avenue South 6th Floor, NY, NY 10016

Presented by:
Adam Horowitz – General Manager - Consumer Packaged Goods, Precima
Graeme McVie – VP & GM, Precima US

To register for this free Thought Leader Session, please email thoughtleader@thearf.org to confirm your space.
Please keep in mind that space is limited and early registration is recommended.
 

ARF Young Pros: Breakfast With Champions - Colleen Fahey Rush

January 22, 2013

ARF Young Pros Breakfast with Champions: Colleen Fahey Rush – CRO, Viacom Media Networks

On January 22, 2013 Colleen will host an intimate breakfast for twelve lucky Young Pros. Young Pros won a seat to attend Colleen’s breakfast during the ARF Young Pros Anniversary Celebration on November 12, 2012.

Colleen Fahey Rush – Chief Research Officer, Viacom Media Networks

Colleen Fahey Rush is Chief Research Officer for Viacom Media Networks. In her role, she oversees Viacom Media Networks' research groups, leading the company in cultivating insights into its target demographics from kids and teens, to young adults, men, boomer and LGBT audiences. Her work informs Viacom Media Networks' programming strategy and its efforts to create the most compelling content across every screen. She has been instrumental in ushering in Viacom Media Networks' groundbreaking research on engagement, championing a greater understanding of consumer behavior and performance metrics across new and emerging platforms, and proactively sharing audience insights with the company’s distribution and marketing partners.

Rush began her career at CBS, holding a series of positions at the company’s O&Os and broadcast network. She went on to serve as Director of Research at Telemundo, before becoming Associate Partner and Director of Research at J. Walter Thompson. Rush joined Viacom Media Networks (formerly known as MTV Networks) in 1996, where she served most recently as Senior Vice President of Research for VH1/CMT before her current position.

Rush is a member of the CTAM Research Committee and she sits on the steering committee of Nielsen’s Council for Research Excellence. She holds a B.S. in Communications from Cornell University and an M.B.A. from New York University’s Stern School of Business.


Attend an upcoming Young Pros event for a chance to win a seat at a future breakfast!
 



Industry Leader Forum - San Francisco

January 15, 2013

Industry Leader Forum - San Francisco

Leading Insights Into the Future: Tools for Transformation

     

Tuesday, January 15, 2013
8:30am – 6:00pm PT

Bently Reserve,
301 Battery Street, San Francisco, CA 94111
Visit their website »

Consumer insight generation has never been more challenging than now. The ways consumers get and share information are changing radically, so how do you take advantage of that to generate new insights organically and drive even better business decisions? At the ARF’s Industry Leader Forum you will explore new tools that tap into these evolving consumer behaviors. 

Speakers include:


Joel Benenson
Founding Partner, President, and CEO, Benenson Strategy Group

Natasha Hritzuk
Senior Global Insights Director, Microsoft Advertising

Charles Kennedy
SVP, Research, ABC Television Network

Kimarie Matthews
VP, Social Web, Wells Fargo’s Digital Channels Group

Eric Rasmussen
VP, Consumer Insights, Groupon

 

ARF Young Pros - San Francisco Social

January 14, 2013

When: Monday, January 14, 2013 • 5:30pm-7:30pm PT
Where: MRM Rooftop Lounge, 600 Battery Street, San Francisco 94111

This is a free event!

Please join the ARF Young Pros for our first networking social on the west coast. This will be a great opportunity for Young Pros to network and meet select industry executives who are attending the ARF’s Industry Leader Forum. Enjoy free food and drinks, and meet your fellow industry professionals in the Bay Area.

The ARF Young Pros is a group for working professionals 30 years of age or younger in advertising, marketing, media, research or branding. The Young Pros hold leadership, networking, and professional development events throughout the year with a focus on cultivating talent and connecting young people to leading industry thinkers.  View all events during ARF San Francisco Week!

We look forward to seeing you there!
 

Member Exclusive: Measuring What Matters In Social Media

January 14, 2013

When: 1:30–2:30pm PT / 4:30–5:30pm (ET)
Where: MRM Worldwide, 600 Battery Street, San Francisco, CA

Social media platforms, such as Facebook, Twitter, LinkedIn, and Pinterest, are generating millions of daily users, billions of minutes of social interaction, and endless daily connections and shares among users. While there is a tremendous amount of social interaction, are we evaluating these interactions with the right social KPIs and analytics? We need to ask ourselves the following questions:

  • Has the rise of social capabilities introduced new tracking and measurement and metrics?
  • Are the current standards used to evaluate content enough?
  • Are traditional online metrics such as page views, click-through rates, time spent, etc., the right metrics to showcase the performance of social websites and social features? 

According to Fox Broadcasting Company there are more effective methods of measuring social media than traditional online metrics. To prove this point, the company partnered with trueAnthem, the leader in earned media measurement and audience intelligence, to track social sharing, estimate the value of earned media (including, what type of content lends itself to generate earned views), and identify social influencers. At this exclusive member event, Fox and trueAnthem will share their research and what they found to be the "right" social KPIs. View all events during ARF San Francisco Week!

Presented by:
Judit Nagy – VP, Digital Analytics, Fox Broadcasting Company
Chris Hart – CEO, trueAnthem
 

ARF Workshop in San Francisco: Discovering Emerging Consumer Markets and Business Opportunities

January 14, 2013

When: Monday, January 14, 2013 9:30–11:30am PT
Where: CBS, 235 2nd Street (6th Floor, Quasar Room), San Francisco, CA

Free to members!

Growing a business often requires discovering unmet consumer needs, creating new products and services, and developing new markets. Many companies are very good at business and competitive analysis, but lack intelligence about new demand. This hands-on workshop teaches how to identify new opportunities using data that is accessible and approaches to analyzing it that make the best use of your insights and experience. You'll leave with a new tool that is applicable to a variety of questions that will help you and your team contribute to the growth of your brand and business.
View all events during ARF San Francisco Week!

Presented by: Steve Rappaport – Knowledge Solutions Director, ARF
 

Thought Leader: Nielsen - State of the Asian American Consumer

December 18, 2012

*INVITATION ONLY*

When: Tuesday, December 18, 2012 • 9:30am PT Breakfast begins / Presentation starts at 10:00am PT
Where: Academy of Television Arts & Sciences, 5220 Lankershim Blvd. (Conference Center), North Hollywood, CA 91601

As multicultural demographic groups in the U.S. continue to grow, Asian-Americans are a major part of the charge. Demonstrating the highest growth rate of any multicultural segment, Asian-Americans are now poised to provide significant new opportunities to marketers and advertisers. This group offers diverse languages, cultures and lifestyles that require strategic approaches to achieving the greatest success with this promising market. Consider these facts:

  • Asian-American buying power is currently $718 billion and is estimated to reach $1 trillion by 2017. If Asian-Americans were a country, it would be the 18th largest economy in the world.
  • Top rated television programing for Asian-Americans: participation variety, award ceremonies, evening animation/sporting events and general variety and quiz panels.
  • Seventy percent of Asian-Americans own smartphones.
  • Asian-Americans over index on household purchases such as fresh produce; dried vegetables and grains; baby food and supplies; and photographic supplies.

Want to know more?

Join Nielsen for an exclusive session focusing on their 2012 Asian-American Consumer Report. The session will highlight the unique lifestyles, purchasing and viewing habits and generational trends of Asian-Americans, and provide clear insights and strategies that will help you reach this consumer segment.

Presented by:
Nita Song – President, Asian American Advertising Federation
Frank Piotrowski – Senior Vice President, Measurement Science, Nielsen

To register for this free Thought Leader Breakfast, please email thoughtleader@thearf.org to confirm your space. Please keep in mind that space is limited and early registration is recommended. Parking is available.

 

Member Exclusive: Results From the Billion Dollar Lab - Cross-Platform Media Consumption from the 2012 London Olympics

December 13, 2012

When: December 13, 2012, 9:00–11:00am ET
9:00–9:30am: Breakfast
9:30–10:30am: Presentation
10:30–11:00am: Q&A

Where: ARF Office: 432 Park Avenue South, 6th floor (b/t 29th & 30th), New York, NY
Join us in person or online!

From TV to tablet and from PC to mobile, the ways in which consumers around the globe watched the 2012 London Olympic Games were never more diverse. For marketers seeking to effectively and efficiently capitalize on the heavily engaged Olympic viewing audience, this diversity in media consumption platforms created new opportunity and raised many important questions: When consumers are offered multiple platforms, how do they respond? How do consumption patterns differ by age and gender? How can we use these learnings to build more effective media plans with the appropriate cross media reach and frequency levels? What is the best way to reach our key audiences?

NBCUniversal conducted two groundbreaking research studies during the 2012 Games—one with comScore and one with Google—to address these questions and more. This series of innovative research projects uses single-source measurement of Olympic video content consumption across TV, mobile, PCs, and tablets, and is part of NBCUniversal’s Billion Dollar Lab initiative.

At this presentation, hear from NBCUniversal’s president of Research, Alan Wurtzel, and comScore’s chairman, Gian Fulgoni, who will present results from the research and synthesize key findings for the audience of the 2012 London Olympic Games. They’ll highlight unique methodological approaches relating to cross-platform measurement and offer actionable insights for advertisers trying to better understand today’s complex media landscape.

Presented by:
Gian Fulgoni – Co-Founder & Chairman, comScore
Alan Wurtzel – President, Research and Media Development, NBCUniversal
 

New Issue of Journal of Advertising Research, Volume 52, Issue 4

December 10, 2012

Mark your calendar for the next JAR issue!

What We Know About Social Media

The December issue will include:

The Power of Evil: The Damage of Negative Social-Media Strongly Outweigh Positive Contributions
Marcel Corstjens, INSEAD, proves positive, neutral and negative social media have a significant effect on brand sales. Be warned, a negative post has five times the effect of a positive comment.

The Relative Effectiveness of Skippable Video Advertisements on YouTube
What happened when Google, Inc. researchers Max Pashkevich, Sundar Dorai-Raj, Melanie Kellar, and Dan Zigmond allowed YouTube users to skip directly to the desired video content after five seconds of viewing?

Word-of-Mouth Advocacy: A New Key to Advertising Effectiveness
Ed Keller and Brad Fay argue that most “social media” occurs face-to-face, rather than online. Given the powerful relationship between word of mouth andpaid advertising, they advocate advertising to foster conversation, on or offline.  

Seeding Viral Content: How the Quality of a Viral Message Drives the Diffusion of Online Videos
Online viral campaigns require a seeding strategy, but what works most effectively? Yuping Lui, Old Dominion University helps advertisers spread the message.

Digital and Social Media In the Purchase-Decision Process
A special taskforce from the Advertising Research Foundation brought together researchers, advertisers and academics. Todd Powers shares their findings on how to leverage social media in marketing plans to help customers navigate the purchase process both efficiently and effectively.



The Journal of Advertising Research is the R&D vehicle for professionals in all areas of marketing including media, research, advertising and communications.

ARF Members
ARF members can access full text of JAR articles for the most recent five volumes.
Log in via My ARF to access 200+ JAR articles »

ARF Non-Members
If you are not an ARF member, but have a separate subscription to JAR, you can access JAR articles through http://www.journalofadvertisingresearch.com »
If you are interested in subscribing to JAR, please visit WARC »

 

ARF Member Holiday Party

December 07, 2012

Tis the Season!

The ARF is hosting its annual Member Holiday Party! We’ll celebrate the holiday season with wine, hors d'oeuvres, games, prizes, goodie bags, and great company!

 

When: Friday, December 7, 2012, 4:00–7:00 p.m.
Where: 432 Park Avenue South, 6th floor (b/t 29th & 30th)

We truly appreciate the support and contributions of our members.  Please join us to celebrate 2012, and the coming accomplishments of 2013!

This year we are sending gifts to an air force troop based in Afghanistan. All of the soldiers involved in this effort are military volunteers stationed in high-risk areas. If you would like to contribute, please bring hygiene products, magazines , cards, letters, or an item of your choosing to our holiday party, and we will include it in a care package that will ship the following Monday.

Feel free to forward this invitation to your colleagues!

Please RSVP to Ronni Umles at ronni@thearf.org or register via My ARF!

Thought Leader: Vizu - Measuring and Optimizing Reach and Resonance in Digital Advertising

December 06, 2012

*INVITATION ONLY*

Brands face unprecedented digital challenges including a fragmented media landscape of many outlets, many voices, many influencers and even more ways to measure. So how does a brand marketer   effectively build a brand? Nothing has changed in the fundamentals of building a brand – brand still need to reach their audiences and influence brand opinion. In anything, brand building online has actually become easier as brands now have immediate feedback on reach and resonance. They can now optimize in real time to successfully build their brands faster and easier. 

In a series of case studies, you’ll learn:
·         Key metrics for determining online brand advertising effectiveness 
·         Critical data points to review
·         Best practices for optimization

We'll demonstrate how brands have optimized their reach and resonance to successfully build their brands in spite of, or due to, the many new digital challenges.

Presented by: Jeff Smith – Senior Vice President, Marketing and Client Services, Product Leadership, Nielsen

Where: Nielsen, 200 West Jackson Blvd. (Rush/Addison room 21st Floor), Chicago, IL

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Mobile + Shopper Insights Forum

December 04, 2012

How Mobile has changed the Shopper Experience

Tuesday, December 4, 2012 • 2:30–4:30PM

Registration
To attend in person or via webcast, register via My ARF »
If you have any questions, please contact Zena Pagán at forums@thearf.org.

Research shows that users often use mobile devices to investigate, browse, and even purchase different products and services, all without stepping into a store. Shoppers are no longer convinced that traditional brick-and-mortar stores offer the best prices for the products they want. How are marketers and ad agencies adapting to these changes in technology? And are they viewing these changes as challenges or benefits?

Join us on December 4, as we explore the advertiser, consumer, and marketer point-of-view about how mobile has changed shoppers' experiences.

Presented by:
Taimour Azizuddin – Global Consumer Insights, InMobi
Greg Stuart – CEO, Mobile Marketing Association
Ken Cassar – VP, Industry Insights, Nielsen
 

Live Streaming: Industry Leader Forum New York

November 30, 2012

ARF Industry Leader Forum is this Friday, November 30!
Can't join us in person? Register now to livestream the event!

Full program details here: http://www.thearf.org/ilf-2012-program.php
 



Industry Leader Forum - New York

November 30, 2012

Leading Insights Into the Future: Tools for Transformation

Gain incredible skills in deriving insights by attending this one-day master class. Each year, the Industry Leader Forum brings together world-class thinkers from a variety of industries to discuss and debate a timely and crucial aspect of advertising research.

More information: http://www.thearf.org/ilf-2012.php
 

Thought Leader: Vizu - Measuring and Optimizing Reach and Resonance in Digital Advertising

November 29, 2012

*INVITATION ONLY*

Brands face unprecedented digital challenges including a fragmented media landscape of many outlets, many voices, many influencers and even more ways to measure. So how does a brand marketer   effectively build a brand? Nothing has changed in the fundamentals of building a brand – brand still need to reach their audiences and influence brand opinion. In anything, brand building online has actually become easier as brands now have immediate feedback on reach and resonance. They can now optimize in real time to successfully build their brands faster and easier. 

In a series of case studies, you’ll learn:
·         Key metrics for determining online brand advertising effectiveness 
·         Critical data points to review
·         Best practices for optimization

We'll demonstrate how brands have optimized their reach and resonance to successfully build their brands in spite of, or due to, the many new digital challenges.

Presented by: Jeff Smith – Senior Vice President, Marketing and Client Services, Product Leadership, Nielsen

Where: Nielsen, 6255 Sunset Blvd, 20th floor, Los Angeles, CA 90028

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Member Event in Chicago: Digital/Social Media In The Purchase Decision Process

November 27, 2012

Todd Powers presents the new ARF White Paper: Digital/Social Media in the Purchase Decision Process

When: Tuesday, November 27, 2012
9:00–9:30am: Breakfast
9:30–11:00am: Presentation and Q&A

Where: The Metropolitan Club
233 S. Wacker Drive, 66th Floor
Chicago, IL 60606

Cost: Free for ARF Members!

The ARF is excited to announce that we will be in Chicago on November 27! 

Please join us as Todd Powers, EVP, Primary Research, presents an overview of the ARF’s groundbreaking study, Digital/Social Media in the Purchase Decision Process. Learn more!

Commissioned by the Advertising Research Foundation; conducted by Communispace, comScore, Converseon, and Firefly Millward Brown; sponsored by General Motors, Google, Kraft, Motorola, and Y&R; and with guidance from Duke University’s Fuqua School of Business, the qualitative, quantitative, and social-listening research was recently completed.

This study explores changes in the purchase process for consumer goods (automobiles, electronics, and groceries) brought about by digital and social media. Findings indicate that digital and social media have empowered consumers, and that brands have an important role in facilitating conversations amongst consumers and themselves.

We look forward to seeing you there!
 

Member Exclusive Event: Ad Industry's First Cross-Cultural Report

November 20, 2012

Understanding How the Cross-Cultural Approach Builds Brand Value and Relevancy for the "New General Market"

When:
Tuesday, November 20, 2012 • 2:00–3:00pm ET
Online or In-Person Attendance Available!

Where:
Ogilvy & Mather – Ogilvy Theater, 636 11th Avenue, 1st Floor, New York, NY

On Tuesday, November 20, Ogilvy & Mather’s Cross-Cultural Practice will release the advertising industry’s first Cross-Cultural Report! The intent of the report is to help brands understand how to build brand value and relevancy for the “New General Market.” The report introduces proprietary cross-cultural strategic territories and measurement tools powered by Millward Brown and BAV Consulting.

At this session, Ogilvy’s Cross-Cultural Practice will share how they made the business case for clients looking to transition to the cross-cultural approach and case studies. For the first time, they will introduce their proprietary strategic territories, as well as examples and two proprietary measurement and analysis tools:  The Cross-Cultural Index and The Cross-Cultural Matrix. 

Attendees will:

  • Learn about Ogilvy & Mather’s Cross-Cultural approach and brand benefits
  • Get a glimpse of the “alpha” version of the Cross-Cultural Index findings
  • View a demonstration of how Ogilvy & Mather’s Cross-Cultural Matrix leverages the BAV PowerGrid to determine brand value in the New General Market (beta version)
  • Hear case studies about Ogilvy & Mather’s Cross-Cultural approach

View Ogilvy & Mather’s Cross-Cultural Report.

Presented by:
Deborah Balme – Analytics Lead, Ogilvy & Mather Cross-Cultural Practice
Jeffrey Bowman – Lead, Ogilvy & Mather North American Cross-Cultural Practice
David Burgos – Vice President, Millward Brown
Sherad Cravens – Senior Vice President, Director of Global Brand Strategy, BAV Consulting
Madonna Deverson – Director, Information & Intelligence, Ogilvy & Mather North America
Christine Villanueva, Ph.D. – Creative Strategy Lead, Ogilvy & Mather Cross-Cultural Practice

Join us online or in person for this exciting announcement!
 



ARF University: Big Data - Leveraging New Analytical Strategies

November 15, 2012

Thursday, November 15, 2012 at 2:00pm–5:30pm
ARF Office: 432 Park Ave. South (b/t 29th & 30th), NYC

Big data is much more than just data that presents itself in some larger order of magnitude. Beyond traditional large data sets, Internet gathering places like blogs, forums, and chat rooms leave footprints in the form of colossal amounts of data regarding consumers’ thoughts, beliefs, experiences, and interactions. When data exists in these very large quantities, what often emerge are properties, concepts, and relationships that may not have been foreseeable or measurable in smaller data instances.

This class focuses on the nature of some of these emerging elements and uses challenging real world cases examples to teach approaches for firms to mine data, generate market structure maps, and explore online user-generated content to “listen” to what customers have to say about their products and services.

Speakers:
Max Kilger – Chief Behavioral Scientist, Experian Simmons
Oded Netzer – Philip H. Geier Jr. Associate Professor of Business, Columbia University
 



ARF University: ROISM - Measuring Return on Investment for Social Media

November 15, 2012

Thursday, November 15, 2012
8:30am-12:30pm
ARF Office: 432 Park Ave. South (b/t 29th & 30th), NYC

Morning Session: ROISM - Measuring Return on Investment for Social Media

Marketers are facing increased pressure to demonstrate how marketing expenditures add to shareholder value. This has become especially true with the advent of digital media. The objective of this session is to provide a framework for assessing marketing productivity along with methods and models for measuring return on marketing investment with a special emphasis on social media. These models relate marketing expenditures and other drivers to effects on performance measures like sales and market share.

This class will draw on analytic marketing techniques to demonstrate approaches for setting optimal marketing budgets and allocating marketing resources. Datasets for sales, trade promotion, media spending, and other drivers will be employed in the estimation of regression-based statistical models to demonstrate these methods.

Speaker:
Craig Stacey – Director of Research, Center for Measureable Marketing, NYU
 

Member Exclusive: The New News Consumer - Who, How, When and Why to Reach Them

November 15, 2012
Please join us! The New News Consumer: Who, How, When and Why to Reach Them
Thursday, November 15, 2012 — 8:00am Breakfast, 8:30am Presentation
Hosted by Maryam Banikarim, SVP and Chief Marketing Officer; Emma Gilding VP, Brand Research and Strategy
RSVP by November 8 to http://my.thearf.org
Brought to you by Gannett, Openmind and the Advertising Research Foundation

 

Thought Leader: Forethought - Coming to Your Emotional Rescue

November 14, 2012

*INVITATION ONLY*

Emotions operate below our conscious awareness yet they are the vital detonators of our decisions, including our customers’ choice to buy our brand or not.  

Marketers, do you know the hierarchy of emotions driving consumption in your category? Do you know how your brand performs on the emotions hierarchy versus competitors?  Are your communications activating those category specific emotions? 

If you are relying on focus groups to answer these questions you are only accessing approximately 5% of the emotions which become conscious: to drive powerful marketing strategy you need to understand and be working with the other 95%.  But how?

Ken will come to your emotional rescue, looking at some of the joys and disappointments of past research methods, and exploring:

  • How we process advertising – looking at High, Low & No attention
  • The failure and success of old world and new world research methods for understanding emotion
  • Case studies of successful emotions activations across well known brands in categories including retail, CPG, gasoline, alcohol, aviation and banking at a brand and communications level.


ABOUT KEN ROBERTS
Ken Roberts, is the founder and president of Forethought Research, ranked the most commercially effective and innovative marketing research consultancy in Australia. At the invitation of leading Creatives and Brands Ken is now based in New York. Ken leads Forethought with a marketer’s lens to deliver frame-breaking research methods that address the most critical marketing questions “How do I grow market share? How do increase the value of my brand?” 

With a reputation for quantifying the implicit and explicit drivers of market share Forethought produces models that underpin and direct creative and operational strategy for some of the most ambitious brands in the world.

To register for this free live event, please RSVP to thoughtleader@thearf.org
.
Please keep in mind that space is limited and early registration is recommended!
 

ARF Young Pros: One Year Anniversary Celebration

November 12, 2012

The ARF Young Pros is turning one! Join us for an end-of-year birthday bash as we celebrate the biggest and fastest-growing Young Pros group in the industry.

  • Free entrance! Free drinks! Free food!*
  • Exclusive presentation on Building Your Professional Brand within your company, online and in-person. Hear from LinkedIn and other networking experts.
  • Introducing Breakfast with Champions – enter to win a seat at our first breakfast in 2013!
  • Meet the new Young Pros Task Force!
  • Network with Young Pros, the ARF Board of Directors, and special Industry Thought Leader guests!

When: Monday, November 12, 2012 at 5:30–8:30pm

Where: New York Institute of Technology (NYIT) Theatre & Reception Hall
1871 Broadway (between 61st and 62nd), New York, NY 10023

Register via My ARF

*This event is free for ARF members. There is a $25 fee for Young Pros who do not work for ARF-member companies.
 

Thought Leader: Precima - Converting Sales and Customer Data to Currency - POSTPONED

November 12, 2012

**THIS EVENT HAS BEEN POSTPONED, PLEASE CHECK BACK**

*INVITATION ONLY*

These days, the best-selling product a retailer owns might not be on its shelves, but in its sales and customer data. Monetizing or reselling sales and loyalty card data can open doors not only to new revenue streams, but also to a supplier’s valuable analytical resources. Selling that information, however, is not so simple as slapping a price tag on a data point. It is as complex, and varying, as a merchandising or marketing strategy.  

In this session, experts with Precima, a LoyaltyOne Solution will share the most effective strategies for reselling sales and loyalty card data to suppliers and then gaining access to supplier resources, such as category managers and analysts. Using their own client examples, our experts will answer questions about how to price the data and show the best ways to collaborate with suppliers to make better-informed, business-growing decisions.

 In this session, learn:
• New strategies on how to package and price data for resale
• How to negotiate a data exchange that enables you to grow the business through gained supplier resources
• The best ways to use the data, collaboratively, for merchandising decisions, business planning and partnerships

To register for this free live event, please RSVP to thoughtleader@thearf.org
.
Please keep in mind that space is limited and early registration is recommended!
 

What The Board Room Can Learn From The War Room - Special Presentation by Joel Benenson

November 09, 2012

When: 8:30–9:00am Breakfast; 9:00–10:00am Presentation
Where: ARF Office, 432 Park Ave. South, 6th Floor (b/t 29th & 30th), New York, NY
Attend in person or via webcast!

President Obama's Lead Pollster, Joel Benenson, has advised candidates and businesses on how to win at the ballot box and in the competitive marketplace for two decades. Benenson Strategy Group's Values-Driven Competitive FrameworkingSM approach is rooted in the fiercely competitive world of political campaigns-and has been tested and proven successful in the corporate arena where the stakes are equally as high. At this webcast, Joel will discuss how to:

  • Gain market share by owning meaningful advantages vs. the competition
  • Develop and test market communication strategies through competitive strategic research
  • Build a data-driven messaging strategy that frames the competition on your own terms

Presented by:
Joel Benenson – President Obama's pollster and President & CEO of Benenson Strategy Group
 

Shopper Insights + Social Media Forum

November 08, 2012

*Member Only Event*

Announcing the ARF White Paper: Digital & Social Media in the Purchase Decision Process

Thursday, November 8, 2012

Please join us for cocktails, networking, and a presentation to discuss the paper’s groundbreaking findings and pay special tribute to the project team and sponsors for all of their hard work and support. If you have any questions, please contact Zena Pagán at forums@thearf.org.

Agenda

4:30–5:00PM
Registration, Cocktails and Networking

5:00–6:00PM (60 minutes; includes Q&A)
Digital & Social Media in the Purchase Decision Process
Todd Powers – EVP, Primary Research, ARF

6:00–7:00PM
More Cocktails and Networking
 

ARF Office is Closed

October 29, 2012

Thought Leader: Vizu - Measuring and Optimizing Reach and Resonance in Digital Advertising

October 25, 2012

*INVITATION ONLY*

Brands face unprecedented digital challenges including a fragmented media landscape of many outlets, many voices, many influencers and even more ways to measure. So how does a brand marketer   effectively build a brand? Nothing has changed in the fundamentals of building a brand – brand still need to reach their audiences and influence brand opinion. In anything, brand building online has actually become easier as brands now have immediate feedback on reach and resonance. They can now optimize in real time to successfully build their brands faster and easier. 

In a series of case studies, you’ll learn:
·         Key metrics for determining online brand advertising effectiveness 
·         Critical data points to review
·         Best practices for optimization

We'll demonstrate how brands have optimized their reach and resonance to successfully build their brands in spite of, or due to, the many new digital challenges.

Presented by: Jeff Smith – Senior Vice President, Marketing and Client Services, Product Leadership, Nielsen

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!

 

FutureM Week: Can Neuroscience Make Advertising and Marketing More Effective?

October 25, 2012

When: Thursday, October 25, 2012 • 9:30–11:00am
Where: Microsoft’s New England Research and Development Center, 1 Memorial Drive, Cambridge, MA

FutureM brings a one-of-a-kind experience to marketing and media trendsetters by debating the cutting-edge development and future of marketing. On Thursday, October 25, from 9:30–11am, the ARF will present results from its groundbreaking NeuroStandards Project. Join Dr. Horst Stipp, as well as researchers from Innerscope, Neuro-Insight, Gallup & Robinson, and MSW Research to answer the question, "Can Neuroscience Make Advertising and Marketing More Effective?"

Special ARF discount: Receive 20% off of registration for when you use code PT-237. Register now!

We had a great event, thank you everyone!

ARF Young Pros: Boston Networking Social

October 24, 2012

The ARF Young Pros is coming to Boston!

If you’re an ARF member 30 years old or younger and work in the Boston area, please join us on Wednesday, October 24th for the Young Pros’ first regional networking social. Enjoy free food and drinks, and meet your fellow industry professionals in the Boston area.

When: Wednesday, October 24, 2012, 5:30–7:30pm
Where: Communispace, 290 Congress Street, 7th Floor, Boston, MA 02210

The ARF Young Pros is a group for working professionals 30 years of age or younger in advertising, marketing, media, research or branding. The Young Pros hold leadership, networking, and professional development events throughout the year with a focus on cultivating talent and connecting young people to leading industry thinkers. Learn more and apply to join the group here.
 

Thought Leader: Nielsen - African American Consumers

October 24, 2012

*INVITATION ONLY*

In 2012, the African-American consumer population continues to be a vibrant and dynamic market segment, providing both emerging and mature market attributes. Still the largest racial minority group in America, with a projected buying power of $1.1 trillion by 2015, Black consumers remain at the forefront of social trends and media consumption. 

In this session, we will dive deep into Nielsen's newly released thought leadership on, The African-American Consumers: Still Vital, Still Growing.  The report provides an opportunity for small and large companies to better understand how to grow market share by tapping into this highly influential and growing consumer segment.

The session will focus on highlights about the unique lifestyles, purchasing and viewing habits, and generational trends of African-Americans and provide clear insights and strategies that will help you reach the African-American consumer.

Key insights include:

*    Brand name products represent 82% of Black households' total purchases compared to 31% for private labels.

*    91% of Blacks believe that Black media is more relevant to them.

*    Advertising spending in Black media totaled $2.10 billion in 2011, compared to $120 billion spent with general market media during the same time period.

Presented by: Cheryl Pearson-McNeil – SVP, Public Affairs and Government Relations, Nielsen

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!

 

Women In Research: Social & Screening

October 18, 2012

Sponsored by the ARF

Thursday, October 18, 2012
6:00-7:00 p.m. | cocktails and networking
7:00-8:30 p.m. | screening of "Miss Representation"
8:30-9:30 p.m. | panel discussion and Q&A

WIRe, in collaboration with The ARF, will be hosting an exclusive screening of "Miss Representation," a documentary film by Jennifer Siebel Newsom. "Miss Representation" explores women's under-representation in positions of power and influence in America and challenges the limited portrayal of women in mainstream media.

More info on Miss Representation: http://www.missrepresentation.org

Questions? Contact Ronni Umles at 646.465.5745 or Ronni@thearf.org

Thought Leader: Vizu - Measuring and Optimizing Reach and Resonance in Digital Advertising

October 18, 2012

*INVITATION ONLY*

Brands face unprecedented digital challenges including a fragmented media landscape of many outlets, many voices, many influencers and even more ways to measure. So how does a brand marketer   effectively build a brand? Nothing has changed in the fundamentals of building a brand – brand still need to reach their audiences and influence brand opinion. In anything, brand building online has actually become easier as brands now have immediate feedback on reach and resonance. They can now optimize in real time to successfully build their brands faster and easier. 

In a series of case studies, you’ll learn:
·         Key metrics for determining online brand advertising effectiveness 
·         Critical data points to review
·         Best practices for optimization

We'll demonstrate how brands have optimized their reach and resonance to successfully build their brands in spite of, or due to, the many new digital challenges.

Presented by: Jeff Smith – Senior Vice President, Marketing and Client Services, Product Leadership, Nielsen

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Thought Leader: Research Now - Mobile Innovations Workshop

October 17, 2012

*INVITATION ONLY*

Join us in Burbank on the morning of Wednesday, October 17th at the offices of Warner Music Group for a special Mobile Innovations Workshop.

What you’ll gain from the workshop is an opportunity to learn about the how to generate closed-loop interaction with consumers through mobile marketing and mobile market research. Adam Bacall, VP of Retail Development at Warner Music Group will share his approach to market, utilizing research to build the foundation to inform his campaigns. In addition, he will provide best practices and case studies to demonstrate how he works with brands and retailers to actively engage and incentivize consumer behavior with content marketing strategies via mobile. Mike Billingsley, VP of Client Development at Research Now Mobile will present on how to get closer to the voice of the consumer through mobile market research.

This interactive presentation will include a break-out workshop where you’ll be challenged to “think mobile” by applying mobile market research to a business scenario. After the break-out, we’ll show you how Research Now Mobile handled the same scenario for a client.

Presented by:
Adam Bacall – VP of Retail Development, Warner Music Group
Mike Billingsley – VP of Client Development, Research Now Mobile

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Thought Leader: Vizu - Reach And Resonance in Digital Ads

October 16, 2012

*INVITATION ONLY*

Brands face unprecedented digital challenges including a fragmented media landscape of many outlets, many voices, many influencers and even more ways to measure. So how does a brand marketer   effectively build a brand? Nothing has changed in the fundamentals of building a brand – brand still need to reach their audiences and influence brand opinion. In anything, brand building online has actually become easier as brands now have immediate feedback on reach and resonance. They can now optimize in real time to successfully build their brands faster and easier. 

In a series of case studies, you’ll learn:
·         Key metrics for determining online brand advertising effectiveness 
·         Critical data points to review
·         Best practices for optimization

We'll demonstrate how brands have optimized their reach and resonance to successfully build their brands in spite of, or due to, the many new digital challenges.

Presented by: Jeff Smith – Senior Vice President, Marketing and Client Services, Product Leadership, Nielsen

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Thought Leader: Research Now - Using Mobile for Research

October 16, 2012

*INVITATION ONLY*

What you’ll gain from the workshop is an opportunity to learn about the how to generate closed-loop interaction with consumers through mobile marketing and mobile market research. Adam Bacall, VP of Retail Development at Warner Music Group will share his approach to market, utilizing research to build the foundation to inform his campaigns.  In addition, he will provide best practices and case studies to demonstrate how he works with brands and retailers to actively engage and incentivize consumer behavior with content marketing strategies via mobile. Mike Billingsley, VP of Client Development at Research Now Mobile will present on how to get closer to the voice of the consumer through mobile market research.

This interactive presentation will include a break-out workshop where you’ll be challenged to “think mobile” by applying mobile market research to a business scenario. After the break-out, we’ll show you how Research Now Mobile handled the same scenario for a client.

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!

Thought Leader: Research Now - Using Mobile for Research

October 11, 2012

Thursday, October 11, 2012

*INVITATION ONLY*

What you'll gain from the workshop is an opportunity to learn about the current trends and future possibilities of mobile marketing and market research from leading experts in their respective fields, Maria Mandel Dunsche, VP of Marketing & Media Innovation at AT&T AdWorks and Mike Billingsley, VP of Client Development at Research Now Mobile.

This interactive presentation will include a break-out workshop where you'll be challenged to "think mobile" by applying mobile market research to a business scenario. After the break-out, we'll show you how Research Now Mobile handled the same scenario for a client.

You'll also get a chance to tour the innovative AT&T AdWorks Lab, a unique hub for AT&T's ad solutions designed to provide a customized, immersive experience interacting with AT&T's wealth of proprietary data from their various media channels.

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!

Thought Leader: HCD - Biometric Measures

October 11, 2012

Thursday, October 11, 2012

*INVITATION ONLY*

The industry’s heightened awareness of neuromarketing science has led to the resurgence of using biometric measures in marketing research.  However, some applications of neuromarketing research are not equipped to accurately obtain an in-depth understanding of how consumers mentally process and respond to brand messaging.

During the session, Professor Paul Bolls, Ph.D., will introduce attendees to a scientific paradigm for understanding data that is obtained from all measures of brain activity, including brain imaging and more traditional biometric measures. The paradigm provides a scientifically valid foundation for combining biometric measures with traditional marketing research methods to gain more comprehensive insights into consumers' interactions with brand communication.

Join Dr. Bolls as he explores and discusses the following topics:

  • Why neuromarketing should not replace communication science
  • Just because you're imaging the brain doesn't mean you stop using your head
  • Brand Communication as a dynamic interaction between the brain and messages
  • Applying biometric measures to marketing research -- a scientific paradigm
  • Understanding the three channels of human experience and what biometrics measure
  • Media Psychophysiology as an approach to brand communication research
  • Implications for evaluating and conducting valid biometric/neuromarketing research

Through the knowledge that attendees gain during the session, they will be better prepared to evaluate neuromarketing research approaches, and participate in the valid application of biometric measures in marketing communication science.

Presented by: 
Glenn Kessler – President and CEO, HCD Research, Inc.
Paul Bolls, Ph. D. – Associate Professor of Strategic Communication at the Missouri School of Journalism

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 

Member Event in Cincinnati: Digital/Social Media In The Purchase Decision Process

October 10, 2012

Don Gloeckler presents the new ARF study: Digital/Social Media in the Purchase Decision Process

When: Wednesday, October 10, 2012
5:30–6:30pm: Presentation
6:30–7:30pm: Cocktails & Networking

Where: Empower MediaMarketing
1111 St. Gregory Street
Cincinnati, OH 45202

Cost: Free for ARF Members!
Be sure to RSVP by Wednesday, October 3, 2012. Seating is limited.

Please join us for a lively and informative evening with your fellow research colleagues in Cincinnati!

Jaclyn Skaja, Senior Manager, Marketing Solutions at comScore and Don Gloeckler, Chief Research Officer at ARF, will present an overview of the ARF's groundbreaking study, Digital/Social Media in the Purchase Decision Process. Learn more!

This study explores changes in the purchase process for consumer goods (automobiles, electronics, and groceries) brought about by digital and social media. Findings indicate that digital and social media have empowered consumers, and that brands have an important role in facilitating conversations between consumers and themselves.

This event is open to you and any of your fellow staff. We look forward to seeing you there!
 

Thought Leader: Toluna - Online Communities

October 09, 2012

Tuesday, October 9, 2012

*INVITATION ONLY*

Building and managing research panels and communities is once again emerging as a hot, new trend in marketing communications. The presentation will focus on two specific use-cases.

  • The University of Northampton (UN), determined that to succeed, it needed to understand current student’s satisfaction drivers, as well as key influencers in the enrollment decision-making process. The University turned to Facebook to build a community, to mine feedback from fans and friends. Learn how Facebook fan pages can become the next frontier for your research program.
  • Sleep Innovations highly segmented customer community is used to test offers, assess product usage and more. Qualitative feedback is critical to their strategy and results in customer co-creation. Learn how qualitative feedback can be applied to obtain world-class feedback, and improve quantitative insight.

Attendees will learn about new and innovative community applications.

  • Tent communities – when and how these can be deployed to provide maximum benefit at low cost.
  • Qualitative sessions and discussions within communities. Toluna’s partner 20/20 Research to co-present and provide best practices for qualitative research.
  • Integration of communities and social media.
  • Mobile communities, what works, and why.

Presented by: Peter Shafer – SVP, Enterprise Solutions, Toluna

To register for this free live event, please RSVP to thoughtleader@thearf.org
Please keep in mind that space is limited and early registration is recommended!
 



ARF Advertising Week 2012: Best & Brightest Reception

October 04, 2012

Special Event: Free to members and non-members!

Need more time to get to know the amazing people you've met during Advertising Week? The Advertising Research Foundation invites all Advertising Week participants to join fellow great minds and colleagues in the creative, research, marketing, and media communities for a two-hour networking reception!

 

Digital Forum at Advertising Week

October 03, 2012

Value Exchange Advertising

When: October 3, 2012; 3:30–5:30PM
Location: New York Institute of Technology, 16 West 61st Street, 11th Floor (at Broadway), NYC
Special Forum: Free to members and non-members - Attend in person or via webcast!

Download the Agenda here!

The idea of rewarding people for paying attention to advertising isn’t new—it’s the basis for commercial-supported media—but with the proliferation of media and advertising platforms at our disposal, brands have gotten creative in the ways they incentivize customers for interacting with their content. This special Advertising Week session will explore how value exchanges are fueling some of the most innovative campaigns of the past few years. We’ll learn how brands give real-life or virtual goods in exchange for consumer attention online, in-store, and in-game. Hear how big brands are harnessing the interests of their customers to fuel deeper engagement. You’ll hear several ground-breaking case studies and hear a panel discussion on how value exchange advertising works across media including digital games, print, music, and video. 

Featured Speakers
Adam S. Bacall – VP, Retail Development, Warner Music Group
Aimee Higgins – VP, Strategic Solutions, Pandora
Jack Koch – Director, Global Marketing Insights, Electronic Arts Global Media Solutions

Social Links: Facebook, LinkedIn and Twitter (#arfforums)
 

ARF at Advertising Week Data Congress

October 03, 2012

ARF is Proud to Participate in the Advertising Week Data Congress!

Wednesday, October 3, 20123:00–6:00pm
Location: NASDAQ MarketSite, 4 Times Square (b/t 42nd & 43rd)

From the Big Leagues to the Big Brands: How Industry Players Are Winning With Data

An all-star lineup from the ARF, CIMM, comScore, and MediaMath will discuss how leveraging data can help us connect with consumers in powerful, new ways.



ARF University: Discovering Emerging Consumer Markets to Innovate and Grow - A Workshop in Event Consequence Analysis

October 03, 2012

Wednesday, October 3, 2012
2:00pm-5:30pm
ARF Office: 432 Park Ave. South (b/t 29th & 30th), NYC

Discovering Emerging Consumer Markets to Innovate and Grow: A Workshop in Event Consequence Analysis

To innovate and grow, brands must draw upon techniques that enable them to identify new markets and business opportunities. This hands-on workshop teaches how to do so using a technique that is easy to learn, straightforward to apply, and can be done everyday using information and knowledge you already have or can easily obtain. By drawing on your analytic smarts and intuitive powers, you will discover new insights that can lead to innovative business ideas. At the end of the session, you will be equipped with a powerful new tool that will enable you to create demand for your brand’s products, services, and experiences.

Speaker:
Steve Rappaport – Knowledge Solutions Director, ARF
 



ARF University: Creativity in Research - A Playshop

October 03, 2012

Wednesday, October 3, 2012
8:30am-12:30pm
ARF Office: 432 Park Ave. South (b/t 29th & 30th), NYC

Creativity in Research: A Playshop

Companies can no longer afford researchers who answer but do not ask questions, or who report on findings but do not anticipate and invent possible futures based on their insights. At the same time, we often hear that researchers want their companies to include them more in decision-making, and their advice should be more sought out.

Creativity in Research: A Playshop, was developed on the premise that researchers of all levels can enhance our individual and collective creativity at work to meet the growing business requirements of our companies. In this half-day course, you'll learn techniques for generating greater impact and recognition for your work, and gain the ability to "sell" these solutions inside and out.



ARF University: Principles of Advertising Research

October 02, 2012

Tuesday, October 2, 2012
8:30am – 5:30pm
ARF Office: 432 Park Ave. South (b/t 29th & 30th), NYC

Principles of Advertising Research:
Using Research to Build Effective Advertising Campaigns

A foundational course designed to develop expertise in all aspects of the advertising research process. The course will cover:

  • Building an Effective Advertising Strategy
  • Translating Advertising Objectives into Research Plans
  • Pre-Testing Creative Execution
  • Media Measurement and Media Use Trends
  • Assessing In-Market Performance: Tracking and Post-Testing
  • Evaluating Advertising ROI
  • Winning Hearts and Minds: Presenting Your Results

Lunch is included, and attendees are invited to a networking reception directly following the course.

Speakers include:

Kevin Clark – President and Founder, Content Evolution; CEO and Co-founder of EduPresence
Glenn Enoch – Vice President, Integrated Media Research, ESPN, Inc.
Jim Forrest, Ph.D. – SVP, Digital Strategy, Ipsos ASI
Larry Friedman – Chief Research Officer, TNS North America
Don Gloeckler – EVP, Chief Research Officer, ARF
David Marans – EVP, Media, ARF
Bill Pink – Senior Partner, Client Solutions, Millward Brown
Don Sexton – Academic Director, ARF; Professor of Marketing and Decisions, Risk, and Operations, and Faculty Director, Center for International Business Education and Research, Columbia University
Horst Stipp – EVP, Global Business Strategy, ARF
 

 

View past event »

ARF Young Pros: The Ten Principles of Managing Up – Taking Control of Your Work Life - SOLD OUT!

September 27, 2012

This Event is SOLD OUT!

When: Thursday, September 27, 2012
5:30–6:30pm Cocktails, snacks, and networking
6:30–8:00pm Lecture and Q&A
8:00–8:30pm More cocktails and networking!

Where: ARF
432 Park Avenue South, 6th Floor (between 29th & 30th)
New York, NY 10016

Cost: Free for ARF Members
$25 if your company is not a member of the ARF

Today, business happens faster than ever. Companies don’t have the traditional training and mentoring of years ago. Your supervisors are busy and stretched. You must develop your own plan to move your career along. This lecture introduces the single most important ability required of any employee who wants to take charge of his or her work life—managing up. Audience members will learn the ten principles of managing up and experience specific ways to apply each principle to their own work situation.

Presented by: Katherine Crowley and Kathi Elster, K Squared Enterprises


Katherine Crowley and Kathi Elster

Katherine Crowley, a Harvard trained psychotherapist, and Kathi Elster, a management consultant and executive coach, create the yin and yang of their company, K Squared Enterprises. Since 1989, they’ve combined their complementary expertise to develop a unique method for dealing with difficult people and challenging conditions at work. Their inside-out approach transforms the way businesses uncover and resolve their greatest interpersonal dilemmas.

Bestselling authors, educators, public speakers, executive coaches, and veteran consultants, Katherine and Kathi are seasoned guides in the area of professional fulfillment through self-awareness and self-management.

They have appeared on Good Morning America, CNN, The Today Show, Good Day NY, and numerous nationally syndicated radio shows.  They’ve charmed audiences and led workshops at   California State University, New York University, Microsoft, Starbucks, Time-Life, Martha Stewart Omnimedia, Consolidated Edison, and many other universities and hospitals around the country.

Together they have written Working For You Isn’t Working For Me, The Ultimate Guide To Managing Your Boss. They are also the authors of the national bestseller Working with You Is Killing Me: Freeing Yourself from Emotional Traps at Work. Their third book, Mean Girls at Work: How to Stay Professional When Things Get Personal, will be available in November 2012.

We had an amazing workshop! Special thanks to the presenters and everyone who attended.
 

View past event »

Member Event in Boston: Digital/Social Media In The Purchase Decision Process - SOLD OUT!

September 24, 2012

Todd Powers presents the new ARF study: Digital/Social Media in the Purchase Decision Process

THIS EVENT IS SOLD OUT!

When: Monday, September 24, 2012
4:00–5:00pm: Presentation
5:00–6:00pm: Cocktails & Networking

Where: Hill Holiday
53 State Street
Boston, MA 02109

Cost: Free for ARF Members
Be sure to RSVP by Monday, September 17, 2012.  Seating is limited.

The ARF is excited to announce that we will be in Boston on September 24!

Please join us as Todd Powers, EVP, Primary Research, presents an overview of the ARF’s groundbreaking study, Digital/Social Media in the Purchase Decision Process. Learn more!

Commissioned by the Advertising Research Foundation; conducted by Communispace, comScore, Converseon, and Firefly Millward Brown; sponsored by General Motors, Google, Kraft, Motorola, and Y&R; and with guidance from Duke University’s Fuqua School of Business, the qualitative, quantitative, and social-listening research was conducted in 2011.

This study explores changes in the purchase process for consumer goods (automobiles, electronics, and groceries) brought about by digital and social media. Findings indicate that digital and social media have empowered consumers, and that brands have an important role in facilitating conversations amongst consumers and themselves.

Thank you all, we had a great event!

 

ARF Young Pros Insights Workshop Presented By Drumcircle - SOLD OUT!

August 09, 2012

THIS EVENT IS SOLD OUT!

Large organizations are seeking insights and creating entire departments devoted to identifying them. Yet, few companies have taken the time to create a shared definition of insights—much less understand the deeper, neurological process from which meaningful insights emerge. In this two-hour, interactive workshop, we will weave together nuggets of information, specific exercises, and group wisdom to reach a deliberate and shared understanding of:

  • What an insight is
  • Where an insight comes from
  • What an insight can do for an organization
  • Tools for deliberately creating insights

The session will be led by Anne Manning, a founding partner of Drumcircle. Drumcircle is a research and strategy firm that helps organizations identify meaningful insights by understanding what’s in people’s hearts (first) and minds (second). The company’s work drives organizational branding, positioning, communication strategies, and innovation.

Presented by:
Anne Manning – Founding Partner, Drumcircle

Anne brings over 30 years of experience in marketing and market research. She has worked for leading advertising agencies in account management and has owned her own research and consulting firm. Her clients cover the spectrum of big name brands, from Campbell Soup and Fidelity Investments to Boston’s Children’s Hospital and Sesame Street. She has a master’s degree in creativity and change leadership from Buffalo State College and is trained in the Osborne/Parnes creativity methodology.

When:
Thursday, August 9, 2012
5:30–6:30pm: Wine/beer, hors d’oeuvres, networking
6:30–8:30pm: Insights workshop

Where:
AOL
770 Broadway, 6th Floor (at 9th Street)
New York, NY 10003

Cost:
FREE for ARF members
$25 if your company is not a member of the ARF

THIS EVENT IS SOLD OUT!

 

View past event »

ARF Young Pros Summer Social - SOLD OUT!

July 31, 2012

THIS EVENT IS SOLD OUT!

You thought college was fun...

The ARF's Young Pros presents our first annual Summer Social!

When: Tuesday, July 31, 2012, 6:30–9:00PM
6:30–7:30PM: Open bar and snacks, so get there on time!
7:30–9:00PM: Cash bar

Where: The Park, 118 10th Ave. (between 17th and 18th streets), NYC

Join us in The Park's beautiful garden atrium to network with the largest group of young research professionals in New York.

There will be GOODIE BAGS!
There will be RAFFLE PRIZES!
Sign up a friend or colleague for the ARF Young Pros group on-site to get an extra entry into the raffle!

For questions please email: Membership@thearf.org
 

View past event »

ARF Member Exclusive Breakfast: Nielsen GTAM & Watermarks

July 11, 2012

ARF Member Exclusive Breakfast

Global Television Audience Measurement Platform (GTAM) & Watermarks

When: Wednesday, July 11, 2012 • 9:00am – Breakfast; 9:30-11:00am – Presentation
Where: Nielsen, 770 Broadway, 14th floor, NYC, LaGuardia/Astor Place Conference Room

Join us for an ARF member exclusive breakfast at Nielsen! This presentation shares Nielsen’s plans for a scalable non-invasive platform approach to measuring in-home television usage.

Presented by:  
Scott Brown – SVP Global Communications, Client Insights & Strategic Relations, Nielsen



Audience Measurement Plus 2012

June 27 - 28, 2012 ET

Thank you for attending Audience Measurement Plus!

Audience Measurement Plus is a virtual conference comprised of new research papers presented in 30-minute webcasts. It took place June 27-28, 2012. This unique event provides an extended look into the hottest topics covered at Audience Measurement 7.0, with all new material.

View the following Audience Measurement Plus presentations in
My ARF Webcasts On Demand:


We hope you can join us for Audience Measurement 8.0!

 

View past event »

Three Birds, One Stone: Google Consumer Surveys

June 20, 2012

June 20, 2012
10:00AM  - 11:30am Pacific (1:00-2:30 Eastern)


Location:
Google Offices
345 Spear Street (Spear & Folsom St.), 4th Floor
San Francisco, CA 94117

Launched to the public in March, Google Consumer Surveys provides an efficient method for conducting online consumer research that employs a unique model built around an ecosystem of Researchers, Publishers, and Consumers.  Come learn about the product and survey methodology, and hear examples of how companies have leveraged Google Consumer Surveys to help make business decisions with their customers' preferences and opinions in mind.

Presented by:
Monica Plaza & Jon Sadow - Business Development, Google Consumer Surveys

 

View past event »

2012 ARF Annual Business Meeting

June 19, 2012

Tuesday, June 19, 2012
3:30 – 4:30pm: Meeting
4:30 – 5:30pm: Networking Reception

Each year, the ARF hosts an official business meeting for all Member Ambassadors. During the meeting we will review the impact of the ARF, present key initiatives, provide an overview of the financial health of the organization, and conduct required business. Members can attend in person or virtually.

*Please note*
Only one representative per member company is allowed.

ARF office:
432 Park Avenue South (between 29th & 30th)
6th Floor
New York, NY 10016
Tel: 212-751-5656

This meeting is open only to ARF members.



Audience Measurement 7.0

June 11 - 12, 2012 ET

Thank you for attending the world’s largest audience measurement conference!

Save the Date:
Audience Measurement 8.0
June 10 – 11, 2013
Marriott Marquis, NYC

Highlights from Audience Measurement 7.0 – Keynote Speakers:


Joel Benenson
Lead Pollster, President Obama's Campaign

Irwin Gotlieb
Chairman, GroupM Worldwide

Jeffrey Graham
Director of Advertising Research, Americas, Google, Inc.

Andrew Keen
CNN Contributor; Author of Digital Vertigo

Charles Kennedy
SVP, Research, ABC Television Network

Co-Chairs:


Terry Kent
CEO, Kantar Media North America

Gregg Lindner
EVP, Service Innovation and Chief Research Officer, Arbitron

Speakers included:


Aaron Fetters
Associate Director - Global Digital Strategy and Analytics, Kellogg Company

Betsy Frank
Chief Research and Insights Officer, Time Inc. Media Group

Scott Grenz
Director of Media Buying North America, GlaxoSmithKline

David Grueneberg
SVP, Advertising & Marketing, Citi Strategic Sourcing

Lucy Hood
Executive Director, Institute for Communication Technology Management, USC

Esohe Omoruyi
VP, U.S. Digital Media, L'Oréal

John W. Peebles
Vice President Marketing Strategy & Innovation, Avis Budget Group

Brad Smallwood
Head of Measurements and Insights, Facebook, Inc.

Radha Subramanyam
EVP, Insights, Clear Channel Media and Entertainment

Jack Wakshlag
Chief Research Officer, Turner Broadcasting System, Inc.



 

View past event »

ARF Young Pros: Research Entrepreneurs Panel

May 30, 2012

The ARF Young Pros is very excited to announce an all-star panel of the industry's most successful entrepreneurs. Join us on May 30th to hear how Gian Fulgoni (comScore), Kristin Luck (Decipher), and Carl Marci (Innerscope Research) turned inspiration and expertise into industry-leading companies. The panel will be moderated by Tania Yuki –VP Advertiser Solutions, Visible World. In addition to the panel, come prepared for great wine, beer, munchies, and networking.

This event is FREE for all ARF members, and $25 if your company is not a member of the ARF. Seating is limited. Register now!

When:
Wednesday, May 30, 2012
5:30 – 6:30pm Cocktails & Networking
6:30 – 7:30pm Panel Presentation
7:30 – 8:30pm More Cocktails & Networking

Where:
New York Institute of Technology
NYIT Communication Arts - Manhattan Theatre & Reception Hall
1871 Broadway, New York City

View past event »



Re:think Plus 2012 Virtual Conference

April 17 - 19, 2012 ET

Thank you for attending Re:think Plus, a virtual extension of Re:think 2012!

Over three days, April 17 – 19, 2012, new research papers were presented in a series of 30-minute webcasts (including Q&A), covering these topics:

  • Innovative Ways to Optimize Advertising
  • Better Models for Better Mousetraps
  • Social Media:  Planning Metrics
  • New Insights Through Neuroscience
  • Cross-Platform Trials, Tribulations, and Triumphs
  • Ogilvy Awards Case Studies

These papers were presented publicly for the first time at Re:think Plus and covered the industry’s hottest topics – providing immense value to ARF members and the industry as a whole.

Re:think Plus is FREE for ARF members.

 

View past event »



2012 Great Mind Awards

March 28, 2012
We congratulate the winners of the ARF Great Mind Awards sponsored by GfK.

To view the Award Winner's photo, please click on their name below.
To view all photos, including the Certificate Winners, please click here!

INNOVATION AWARD
Grand: Kevin Clancy – Copernicus Marketing and Research
Gold: Stacey Lynn Schulman – HI: Human Insight
Silver: Judy Ricker – Market Probe and Mathias Plank – EyeTrackShop, Inc.
Bronze: Misia Tramp and Liz High – SDL

RISING STAR AWARD
Grand: Asher Hunter, Allan Fromen and Timothy Kenyon – GfK
Gold: Christine Kahm – Ipsos ASI and Maria Cole – Ipsos MediaCT
Silver: Sarah Radwanick – comScore Inc.
Bronze: Molly Poppie – Nielsen
Scott Gelin – Kantar Media Compete
Shawn Kun Song – PHD
Angelo Cemoni – Millward Brown

MEMBER RECOGNITION AWARD
Dr. Tom Evans – ESPN Inc
David Rabjohns – MotiveQuest
Jim Nyce – Sun Product Corporation

BOARD OF DIRECTORS RECOGNITION
Stephen Kim – Microsoft Advertising
Bob Lord – Razorfish
Stacey Lynn Schulman – Turner Broadcasting System
Susan Wagner – Johnson & Johnson
Kate Whittington – Target Corporation

MEMBER AMBASSADOR OF THE YEAR
Agency: Mark Truss – JWT
Media: Allison Kronick – Google
Marketer: Trish Rainone – JPMorgan Chase & Co.
Research: Greg Marek – MarketTools, Inc.

QUALITY IN RESEARCH AWARD
Time Warner Medialab
Ipsos ASI
The Palmerston Group

JOURNAL OF ADVERTISING RESEARCH BEST PAPER AWARD
Henry Assael – New York University

GfK NEXT GENERATION AWARD
Hannah Esser and Sarah Cornell – Chatham University

LIFETIME ACHIEVEMENT AWARD
Meg Blair
Rena Bartos

The ARF congratulates the 2012 winners of the ARF Great Mind Awards!

 

View past event »



2012 David Ogilvy Awards

March 27, 2012

The ARF congratulates the winners of the 2012 ARF David Ogilvy Awards!
Proudly sponsored by Microsoft Advertising, Ipsos, and Ogilvy & Mather.

Natasha Hritzuk – Global Insights and Analytics Director, Microsoft Advertising
Alex Gronberger – CEO, Ipsos ASI
Julie Haner – NA Vicks CMK Associate Manager, Procter & Gamble
Mike Rabuck – Vice President, Ipsos ASI
Photo by: Alaric Campbell Photography

GRAND OGILVY AWARD WINNER
HEALTH + PERSONAL CARE
“In the NFL, there are no sick days.” Vicks DayQuil and Vicks NyQuil
RESEARCH: Ipsos ASI, Nielsen, Ipsos UU, Arc, Forrester, MarketTools
AGENCY: Publicis, Devries, Arc, Riber Sports Marketing
MEDIA: Starcom MediaVest Group
Download Case Study
View Video

In hopes of increasing day and night usage of its products, Vicks needed something relevant and memorable to help link its two main brands, NyQuil and DayQuil, using similar core equities around efficacy and powerful relief. Ultimately, the company arrived on the NFL, a sport synonymous with power that aligned perfectly with the cold season. The physical and mental challenges present in this career are widely understood. Vicks advertised both brands equally across all tactics using the trials of playing in the NFL as a torture test for cold medicine. Vicks demonstrated the need for, and the brands' ability to provide, powerful sleep and mental alertness surrounding one unifying, rigorous test—game day.

RESEARCH ACHIEVEMENT OGILVY AWARD WINNER
MULTICULTURAL
“Enciéndete FiOS” Verizon FiOS
RESEARCH: Ebony Marketing Research, Synovate, Forrester, Qualvu
AGENCY: Lopez Negrete Communications
MEDIA: Lopez Negrete Communications, Zenith, ID Media, R/GA
Download Case Study
View Video

In the turbulent context of the highly commoditized telecommunications category, five years after its initial launch FiOS still lacked awareness and differentiation among the Hispanic community. Lopez Negrete created a comprehensive research strategy designed to identify the target and subsequently inform a customized Hispanic marketing strategy. The Passionistas emerged as the lead communications target. This newly defined group of bicultural and unacculturated Hispanics, tied by their shared mindset and attitudes toward technology, are the digital trailblazers of U.S. Hispanics. The Enciéndete FiOS campaign objective was to engage consumers from awareness to action; the creative strategy was to make FiOS tangible by featuring situations in which it empowers and improves consumers' lives. The results speak for themselves. FiOS attained a 121% increase versus goal, delivered a 65% increase in call volume, and reduced cost per call by 41% YOY.

RESEARCH INNOVATION OGILVY AWARD WINNER
AUTOMOTIVE
“There’s Life to be Done” Chevrolet Silverado
RESEARCH: Ilsa Hazelwood, TNS, GfK, General Motors, Goodby, Silverstein & Partners, Maritz Research
AGENCY: Goodby, Silverstein & Partners
MEDIA: Starcom MediaVest Group
Download Case Study
View Video

The "There's Life to Be Done" campaign was born entirely from groundbreaking research and analysis into the Chevrolet Silverado brand, taken on to reverse a many-year decline in brand metrics, sales, and share in the face of no new product improvements and post-bailout reductions in marketing budgets. The campaign, which ran in fall 2011, produced astounding results in short order, reversing declines and posting gains across the board. Research at every step in strategy, development, and execution of the campaign discovered, uncovered, refined, validated, and delivered as a critical partner in this unprecedented campaign for Silverado.


CATEGORY WINNERS

AUTOMOTIVE

GOLD  “There’s Life to be Done” Chevrolet Silverado
RESEARCH: Ilsa Hazelwood, TNS, GfK, General Motors, Goodby, Silverstein & Partners, Maritz Research
AGENCY: Goodby, Silverstein & Partners
MEDIA: Starcom MediaVest Group
Download Case Study
View Video

SILVER  “Intelligence” Audi
RESEARCH: Qualitative and Quantitative Research Inc., Strategic Vision, GfK
AGENCY: Venables Bell & Partners
MEDIA: MediaCom
Download Case Study
View Video


BEVERAGES + ALCOHOL

GOLD  “Happiness Machine - Where Will Happiness Strike Again?” The Coca-Cola Company
RESEARCH: Millward Brown
AGENCY: Definition 6
Download Case Study
View Video

SILVER  “It Is What it Isn’t” Maker’s Mark
RESEARCH: Whitman Insight Strategies, Protagonist, Egg Strategy, Millward Brown
AGENCY: Doe Anderson
MEDIA: Starcom MediaVest Group
Download Case Study
View Video


BUSINESS-TO-BUSINESS

GOLD  “Communication Targeting Program” PACCAR Parts
RESEARCH: Draftfcb
AGENCY: Draftfcb
MEDIA: Draftfcb
Download Case Study
View Video

SILVER  “Ready for Real Business” Xerox
RESEARCH: Millward Brown
AGENCY: Young & Rubicam
MEDIA: MEC
Download Case Study
View Video


CONSUMER ELECTRONICS

GOLD  “You are the Controller” Kinect for Xbox 360
RESEARCH: Greenberg Brand Strategy, GFK, Nielsen IAG, Millward Brown, MetrixLab
AGENCY: TwoFifteen McCann, AKQA, Elelman, Wunderman
MEDIA: Universal McCann
Download Case Study
View Video

SILVER  “How Sprint Learned that Customer Love Could Cure their Ills” Sprint
RESEARCH: Motive Quest
AGENCY: EURO RSCG
Download Case Study


DIGITAL + MEDIA

GOLD  “People Who Get IT” CDW
RESEARCH: comScore
AGENCY: Ogilvy & Mather
MEDIA: Neo@Ogilvy
Download Case Study
View Video

SILVER  “Halal History in the Making” Saffron Road and Whole Foods Market
RESEARCH: Hewar Social Communications
AGENCY: Hewar Social Communications
Download Case Study


FASHION + HOUSEHOLD PRODUCTS

GOLD  “Style with Substance” IKEA
RESEARCH: iTracks
AGENCY: Leo Burnett Canada
MEDIA: Jungle Media
Download Case Study
View Video

SILVER  “The Barcode Brews it Better” Tassimo
RESEARCH: Fresh Squeezed Ideas, TNS, Millwards Brown, Nielsen, NPD Group, Synovate, Ipsos
AGENCY: Ogilvy & Mather Canada, Trapeze
MEDIA: MediaVest
Download Case Study
View Video


FINANCIAL SERVICES

GOLD  “Future Campaign” Ameriprise Financial
RESEARCH: Chadwick Martin Bailey, Brand Trust, The Futures Group, Harris Interactive, Communispace, TNSBrand Tracing Study, Mintel, Sullivan Reports, Phoenix Tracking Study, Ace Metrix, S. Radoff Associates, PlannerZone, Q-Scores
AGENCY: R/GA
MEDIA: Initiative, Iprospect
Download Case Study
View Video

SILVER  “BankAmericard Cash RewardsCredit Card” Bank of America
RESEARCH: Ipsos, Millward Brown, Maslansky Luntz + Partners, Phoenix Marketing, NeuroFocus
AGENCY: BBDO
MEDIA: Starcom MediaVest Group
Download Case Study
View Video


GOVERNMENT + NON-PROFIT + PUBLIC SERVICE

GOLD  “Take the First Step” GED Achievement
RESEARCH: Hall and Partners, GfK MRI
AGENCY: DDB Chicago; Ad Council
MEDIA: Ad Council
Download Case Study
View Video

SILVER  “Your Other Address” United States Postal Service
RESEARCH: Draftfcb Chicago
AGENCY: Draftfcb Chicago
MEDIA: Campbell-Ewald
Download Case Study
View Video


HEALTH + PERSONAL CARE

GOLD  “In the NFL, there are no sick days.” Vicks DayQuil and Vicks NyQuil
RESEARCH: Ipsos ASI, Nielsen, Ipsos UU, Arc, Forrester, MarketTools
AGENCY: Publicis, Devries, Arc, Riber Sports Marketing
MEDIA: Starcom MediaVest Group
Download Case Study
View Video

SILVER  “Smooth Finish Facial Hair Removal Duo” Olay
RESEARCH: Ipsos
AGENCY: Saatchi & Saatchi, ARC Worldwide & Digitas
MEDIA: Starcom MediaVest Group
Download Case Study


INTERNATIONAL

GOLD  “Anticipation” Budweiser
RESEARCH: Ipsos ASI, Ipsos Marketing, Innerscope, ABM
AGENCY: Anomaly
MEDIA: Busch Media (US)/Global Various
Download Case Study
View Video

SILVER  “It's a Great Time to be a Family” Microsoft
RESEARCH: Nielsen IAG, GfK, Hall & Partners
AGENCY: Crispin Porter + Bogusky
MEDIA: Starcom MediaVest Group
Download Case Study
View Video


MULTICULTURAL

GOLD  “Enciéndete FiOS” Verizon FiOS
RESEARCH: Ebony Marketing Research, Synovate, Forrester, Qualvu
AGENCY: Lopez Negrete Communications
MEDIA: Lopez Negrete Communications, Zenith, ID Media, R/GA
Download Case Study
View Video

SILVER  “Where I'm From” U.S. Marine Corps
RESEARCH: Communique Partners
AGENCY: UniWorld Group Inc.
MEDIA: JWT
Download Case Study
View Video


PACKAGED GOODS

GOLD  “Hunt's Crash Kitchen Tour” Hunt’s Tomatoes
RESEARCH: International Insights, Consumer Knowledge Centre, Insights in Marketing, Ipsos ASI, Communicus
AGENCY: Sapient Nitro, Ketchum, Possible Worldwide
MEDIA: MediaCom
Download Case Study
View Video

SILVER  “Break time. Anytime.” Kit Kat
RESEARCH: Millward Brown/Theory Research
AGENCY: Arnold, NYC/ Epoch Films
MEDIA: OMD
Download Case Study
View Video


PHARMACEUTICAL

GOLD  “MY RA FIT KIT DRTV campaign for Patients with Rheumatoid Arthritis” UCB
RESEARCH: Communispace
AGENCY: AdvanceMarketWorx, TargetBase, Heartbeat Ideas
MEDIA: Integrated Media Solutions
Download Case Study
View Video

SILVER  “The Right Medicine for the Real Problem” Advil
RESEARCH: GfK Custom Research, Copernicus, Harris Interactive, Firefly Millward Brown, HotSpex, ACNielsen BASES, IRI
AGENCY: Grey
MEDIA: Target Cast and Underscore
Download Case Study
View Video


PROFESSIONAL SERVICES

GOLD  “CTU: Are You In?” Colorado Technical University
RESEARCH: Ogilvy Discovery, ARS/comScore, Cheskin/Added Value
AGENCY: Ogilvy NY
MEDIA: Neo@Ogilvy
Download Case Study
View Video


RETAIL + E-TAIL

GOLD  “KFC $10 Sunday Buckets” KFC
RESEARCH: Draftfcb
AGENCY: Draftfcb
MEDIA: MEC
Download Case Study
View Video

SILVER  “Rockwell Jawhorse” Rockwell Tools
RESEARCH: PrecisionDemand
AGENCY: PrecisionDemand
Download Case Study
View Video


SHOPPER MARKETING

GOLD  “Latte Love” Milk
RESEARCH:Draftfcb
AGENCY: Draftfcb
Download Case Study
View Video

SILVER  “Take Beautiful Back” COVERGIRL Cosmetics
RESEARCH: Procter & Gamble
AGENCY: Grey
MEDIA: Starcom MediaVest Group
Download Case Study
View Video


SPORTS + ENTERTAINMENT + MEDIA

GOLD "Justin Bieber: Never Say Never" Paramount Pictures
RESEARCH: Penn Schoen Berland
AGENCY: Ignition, BLT
MEDIA: MediaEdge:cia
Download Case Study
View Video

SILVER  “Activating the Awesome” Comedy Central
RESEARCH: Sterling Brands, Sachs Insights, Ipsos MediaCT, The Intelligence Group, Iconoculture, Nielsen Entertainment Television
AGENCY: Comedy Central
MEDIA: Comedy Central
Download Case Study
View Video

The ARF congratulates the 2012 winners of the ARF David Ogilvy Awards!

 

View past event »



Re:think 2012 – ARF Annual Convention + Expo

March 25 - 28, 2012 ET

Thank you to all of our speakers and attendees!

Save the Date:
Re:think 2013
March 17–20, 2013
Marriott Marquis, NYC.

Keynote Speakers included:


David Calhoun
CEO, Nielsen
   
Eileen Campbell
Global CEO, Millward Brown
   
Matthias Hartmann
CEO, GfK
   
Jonah Lehrer
Contributing Editor, Wired and National Radio's Radio Lab; Author of Imagine: How Creativity Works
   
Bob Lutz
Former Vice-Chairman, General Motors

Eric Salama
Chairman and CEO, Kantar
   
Rory Sutherland
Vice Chairman, Ogilvy Group UK
   
Didier Truchot
Founder, Chairman and CEO, Ipsos
   
Romesh Wadhwani
Founder, Chairman and CEO, Symphony
   
Tim Westergren
Founder and CEO, Pandora

Re:think Co-Chairs:


David Poltrack
Chief Research Officer, CBS Corporation, President, CBS VISION
   
Steve Hasker
President, Media Products and Advertiser Solutions, Nielsen
   
Mitch Barns
President, U.S. Media Client Services, Nielsen

As we continue to explore the possibilities and opportunities afforded by dynamic technologies and new research methods, Re:think 2012 again convened over 3,000 executives from around the globe to examine the state of advertising research – where is it now, and where is it heading? What game-changing techniques, approaches and components are on the precipice?

Benefits of attending on March 25 - 28, 2012 • Marriott Marquis, NYC:

  • Enhance your use of cutting-edge strategies and techniques for competitive advantage
  • Network with your colleagues --3,000 senior marketing and advertising executives-- from around the globe
  • Learn about game-changing solutions in the Insights Zone

Thank you again to all of our speakers and attendees!

Save the Date:
Re:think 2013

March 17–20, 2013
Marriott Marquis, NYC

 

View past event »

ARF Young Pros: From Great Insights To Great Campaigns

February 21, 2012

Our Next Event: Tuesday, February 21, 2012, 5:30–8:30PM EST
Location: JWT Lounge, 466 Lexington Avenue, Fl. 2 (b/t 45th and 46th Streets), NYC

This event is FREE for all Young Pros at ARF member companies.
There is a $25 fee if your company is not a member of the ARF.

Great ad campaigns seem effortlessly executed from the consumer standpoint, but we know a lot of work goes on behind the scenes. From research insights to creative development a successful ad campaign is the result of a complex relationship between brands, agencies, and research companies. Join the ARF Young Pros and leading agency thinkers as we follow several fantastic campaigns from start to finish.

ARF Young Pros

Agenda:

5:30 – 6:30        Cocktails and Networking
6:30 – 7:30        Panel Presentation
7:30 – 8:30        More Cocktails and Networking

Featured Panel Presentations:

Kleenex: From Pushing Tissues to Sharing Caring
Graham Phillips, Group Planning Director, JWT NYC
Kleenex was in a decade-long slide, with volume, sales, profit and margins all in decline. The "Softness Worth Sharing Program" was developed to stem the decline. Research helped us redefine our role in the lives of our consumers.  By positioning their newly-improved, softer tissue as a Gesture of Caring and enabling over 1,000,000 consumers to share it and show their loved ones they cared, we significantly exceeded their sales and share goals, grew the facial tissue category and, moreover, changed the game for Kleenex.

Land Rover: The First 60 Days
Julia Feldmeier, Y&R
Land Rover vehicles—cars that symbolize intense capability & luxury—are highly coveted, but the excitement of owning one had an immediate consequence: New buyers were overwhelmed by the intricate detail and overwhelming capability. It was awesome—but intimidating.  As a result, initial quality perceptions were low, damaging the brand’s reputation.  To address this, Land Rover leveraged key consumer insights to create a Welcome Program that revolutionized the new owner experience.

Dockers: The Return to Manhood
Matthew Willcox, Director of Strategic Planning and Executive Director of Draftfcb’s Institute of Decision Making, Draftfcb; and Tom O’Keefe, Executive Creative Director, North America, Draftfcb

Khaki pants, once a symbol of rugged masculinity and freedom from suits and ties had become the default uniform of cube dwelling middle-aged middle managers. Which was a problem for Dockers, the category leader. Our task was to give the brand back its potency and reverse a long-term downturn. Our creative solution, 'Wear The Pants', did this and more. By highlighting the societal issue of the male decline, we touched a nerve with men and society as a whole as to what being a man might mean.

We look forward to seeing you there!

About the ARF Young Pros

The ARF Young Pros is an Advertising Research Foundation group for professionals 30 years of age or younger in advertising, marketing, media, research, and branding. The Young Pros hold leadership, networking, and professional development events throughout the year with a focus on cultivating talent and connecting young people to leading industry thinkers. Visit our website to learn more and apply for the group: http://www.thearf.org/young-pros.php

 

View past event »

Social Media Week in New York City

February 16, 2012

Shopper Insights + Social Media Joint Event:
The Evolving Role of Digital in the Purchase Process

February 16, 2012 at 1:30-4:30PM, Reception starting at 4:30PM

Advertising Research Foundation
432 Park Avenue South, 6th Floor
New York, NY 10016

Please join the ARF and Social Media Week for a special program exploring the role of digital and social media in the purchase process. Presentations from leading research companies will explore current research on the relationship between Shopper Insights and Social Media. A special preview of findings from the recent ARF Arrowhead Research Initiative: Digital/Social Media in the Purchase Decision Process will also be revealed. In addition, a panel comprised of representatives from marketing, media, and advertising agency companies will speak to the implications of these findings for the industry. Time will be set aside for audience Q&A. Join us for a wine and cheese reception immediately following the program.

Speakers:

  • Manila Austen, Ph.D. –  Vice President, Research, Communispace Corporation
  • Will Bottinick – Research Manager, Converseon
  • Belle Frank – Executive Vice President, Director of Strategy & Research, Y&R
  • Stacy Graiko – Director, Qualitative Research, Firefly Millward Brown
  • Nina Leask – Market Research Digital Manager, General Motors
  • Graham Mudd – Vice President, comScore Marketing Solutions, comScore, Inc.
  • Stefanie Schutzbank – Media Research Manager, Google
  • Karen Zappia – Senior Market Research Manager, Kraft Foods

Follow us on Twitter:
@the_arf
@socialmediaweek
#arfforums
#smw12

View past event »

ARF Media And NeuroMarketing Seminar (Los Angeles)

January 19, 2012

Members-Only Event
Registration Fees:
ARF Members: FREE

Horst Stipp, ARF EVP, Global Business Strategy, will conduct a seminar on ARF Media and NeuroMarketing. Horst will present:

* Insights from the ARF NeuroMarketing project:
What did the ARF investigation of the various neurological research methods reveal, and how can these insights be used to make advertising and promotions more effective?

* Measuring Media Use: Initial insights from a new ARF project
Key facts about media use today and how these changing patterns impact media forecasting.

Recommended for: researchers, planners, strategists, marketers, and brand owners/managers in advertising, marketing and media industries.

 

View past event »

ARF Media And NeuroMarketing Seminar (San Francisco)

January 18, 2012

Members-Only Event
Registration Fees:
ARF Members: FREE

Horst Stipp, ARF EVP, Global Business Strategy, will conduct a seminar on ARF Media and NeuroMarketing. Horst will present:

* Insights from the ARF NeuroMarketing project:
What did the ARF investigation of the various neurological research methods reveal, and how can these insights be used to make advertising and promotions more effective?

* Measuring Media Use: Initial insights from a new ARF project
Key facts about media use today and how these changing patterns impact media forecasting.

Recommended for: researchers, planners, strategists, marketers, and brand owners/managers in advertising, marketing and media industries.
 

View past event »

ARF Member's Holiday Party

December 09, 2011

’Tis the Season!

You’re invited to the ARF Member Holiday Party celebrating 75 years of knowledge building, collaboration, and leadership. Join us for wine, hors d’oeuvres, games, and prizes!

Friday, December 9th, 4:00–7:00pm
432 Park Avenue South, 6th floor (b/t 29th & 30th)

All members welcome – feel free to forward our invitation to your colleagues!

We truly appreciate the support and contributions of our members, who made this milestone one of the ARF’s best. Please join us as we thank you and look toward the coming accomplishments of 2012!

RSVP to Ronni@TheARF.org or register on My ARF so we may provide enough food and drinks for all.

Adopt a soldier

Every year the ARF “adopts” a soldier from www.AnySoldier.com over the holidays. This year we are sending gifts to a troop from New York currently based in Afghanistan. All the soldiers involved in this effort are military volunteers stationed in high-risk areas. If you would like to contribute, please bring an item, card, or letter with you to our holiday party and we will ship the package the following Monday.

“My unit is at a Forward Operating Base where the PX has very limited supplies and is rarely open. Hygiene supplies would be much appreciated, such as razors, shaving cream, body wash, shampoo, toothbrushes, toothpaste, mouthwash, baby wipes, deodorant, foot powder, Q-tips; as well as bright flashlights, batteries (AA,AAA,D), gum, caffeinated gum, any sort of candy, powdered drink mix, sunflower seeds, pistachio nuts, breakfast bars, granola bars, pillows, canned air, hand warmers, ink pens, small writing paper, icy hot patches, playing cards, Tums, footballs, frisbees, soccer balls, baseballs, gloves, magazines, nasal spray, tissues, Advil, sunscreen, chap stick, DVDs, used PS3 or XBOX 360 games, crossword puzzle books, word search books, Sudoku books, holiday and seasonal decorations, white tube socks (s/m/l), tan shirts (s/m/l/xl), and neck coolers. ”Thank you all in advance for the support. We couldn't do what we do without the love from back home!” - PFC Jacob S. Crooms– U. S. Army, Afghanistan

 

View past event »



Industry Leader Forum 2011

October 27, 2011

Unraveling Complexity: An ARF Master Class in Deriving Insights

Today's BIG winners have one thing in common: an information-centric approach to creating customer value. Google did it with AdWords. Apple did it with iTunes. Walmart did it with logistics. And you can do it, too.

At the ARF Industry Leader Forum on October 27, we are bringing together world-class thinkers to discuss and debate the creative use of information for business breakthrough. They will tell you how they think, and how you can address your toughest issues using advanced analytics. Pricing: ARF Members: $695, non-members: $995

Take part in this one-day master class and you'll gain incredible skills in deriving insights.

Experts Within the Industry - What are Our "Wicked Problems," and How Do We Innovate?

     
Gian Fulgoni
comScore
  
Tim Schigel
ShareThis
  
Nick Sorvillo
Kraft

New Perspectives - How NASA and Others Can Solve Our Problems

     
Nathan Eagle
txteagle
  
Bevin Maguire
IBM
  
Naga Krothapalli
Microsoft Advertising

 

View past event »

Young Pros (30 And Under) Social: OKTOBERFEST!

October 11, 2011

Who: Professionals 30 years of age or younger who are interested in advertising research and are pursuing a career in advertising, marketing, media, research or branding.

What: Come see what's brewing at the ARF Young Pros Launch Party - Come learn more about the ARF Young Pros - a new group of ambitious, curious and outgoing young professionals who will come together throughout the year to network, learn and lead. From socials to training to developing cutting-edge research initiatives, ARF Young Pros activities will provide the edge you need to succeed in today's dynamic business environment.

Where: The ARF Headquarters - 432 Park Avenue S., Fl. 6 NY NY 10016
When: Tuesday, October 11th, 6:00pm - 8:00pm
Price: FREE admission, FREE food, FREE drinks
Theme: Oktoberfest

 

View past event »



ARF Advertising Week 2011: Best & Brightest Reception

October 06, 2011

We were proud to present five Forums during Advertising Week 2011, each focused on a seminal topic in advertising today: NeuroMarketing, Shopper Insights, Print, People and Social Media, and we were thrilled to present ARF Advertising Week events at no charge to both members and non-members. Hosted at our stellar venue, the Hearst Corporation Headquarters, we enjoyed your presence and participation.

In conjunction with Barefoot Wines, the Advertising Research Foundation invited all Advertising Week participants to join the other great minds in the creative, research, marketing and media communities for a two-hour networking reception at our office.

Venue: ARF Office, 432 Park Ave South, 6th floor, New York City

 

View past event »



ARF People/Social Media Forum

October 06, 2011

How Different Segments are Using Social and Mobile Media

View past event »



ARF Media Forum: Print

October 06, 2011

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The media platforms for content and ad messaging have grown dramatically over the past 5 years. As a dynamic and distinguished media corporation, Hearst Magazines has evolved its business to accommodate consumer demand, while at the same time meeting advertiser needs for creativity, engagement and accountability. Several Hearst management executives will present case studies that exemplify how their brands have successfully adapted to a multi-platform world and how consumer affinity has created cross-media synergies that further strengthen their brand’s disposition in a complex world.

Featuring
Michael Clinton – President, Marketing and Publishing Director, Hearst Magazines
Bill Congdon - Publisher & Chief Revenue Officer, Popular Mechanics
Diane DePaul – Associate Publisher Advertising, Marie Claire
Marlene Greenfield – VP, Executive Director of Research, Hearst Magazines
Jeff Hamill - SVP, Advertising Sales & Marketing, Hearst Integrated Media
Jayne Jamison - VP, Publisher & Chief Revenue Officer, Seventeen

Agenda

2:00–2:10PM
Introduction and Welcoming Remarks
David Marans – EVP, Media, The ARF
Michael Clinton – President, Marketing and Publishing Director, Hearst Magazines

2:10–2:35PM
Marlene Greenfield – VP, Executive Director of Research, Hearst Magazines
Jeff Hamill – SVP, Advertising Sales & Marketing, Hearst Integrated Media

2:35–3:35PM
Case Study Review
Diane DePaul – Associate Publisher Advertising, Marie Claire
Bill Congdon – Publisher & Chief Revenue Officer, Popular Mechanics
Jayne Jamison – VP, Publisher & Chief Revenue Officer, Seventeen

3:35–3:40PM
Open Discussion and Q&A

3:40–3:45PM
Closing Remarks
David Marans – EVP, Media, The ARF

View past event »



ARF Shopper Insights Forum

October 03, 2011

New Learnings on Consumer Behavior: Special Advertising Week Presentation

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The Advertising Research Foundation welcomes Catalina Marketing and The NPD Group to our Shopper Insights Forum, unveiling the latest in consumer behavior.

Activating Customer Lifetime Value in Today’s CPG Market
Todd Morris – EVP, Brand Development and Marketing, Catalina Marketing
Joseph Jaffe – author of Flip the Funnel and Life After the 30 Second Spot

Catalina Marketing along with celebrated author Joseph Jaffe will share behavioral purchase trends that help define what loyalty and Customer Lifetime Value mean in today’s marketplace. By understanding consumer needs and their brand contribution, marketers have the opportunity to optimize targeting resulting in volume growth and media spending efficiencies. The discussion will present Customer Lifetime Value as an important but little understood metric in the CPG world and demonstrate how a variety of other consumer-facing industries have been able to drive performance by focusing on their most valuable consumers.

The Retail Landscape in America
Steve Coffey – Chief Research Officer, The NPD Group

Consumer retail shopping behavior is well studied among Food and Drug retailers selling Packaged Goods and HBA. Perhaps more interesting and more important are those retailers attracting the rest of consumer’s retail spending -- General Merchandise retailers. Retail expert, The NPD Group, is releasing new research shedding light on General Merchandise and Online Retailers in terms of traffic, shopper conversion, trends, demographics, and consumer expenditure in this dynamic retailing sector.

Agenda

12:00–12:10PM
Welcome and Opening Remarks
David Marans – EVP, Media, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF

12:10–1:10PM (includes Q&A)
Activating Customer Lifetime Value in Today’s CPG Market
Todd Morris – EVP, Brand Development and Marketing, Catalina Marketing
Joseph Jaffe – author of Flip the Funnel and Life After the 30 Second Spot

1:10–1:55PM (includes Q&A)
The Retail Landscape in America
Steve Coffey – Chief Research Officer, The NPD Group

1:55–2:00PM
Closing Remarks
David Marans – EVP, Media, The ARF

View past event »



ARF Advances in NeuroMarketing Forum

October 03, 2011

NeuroStandards Collaboration Project

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

Continuing our groundbreaking NeuroStandards Collaboration Project launched at last year’s Advertising Week, we will present new insights focusing on how to best use neuromarketing research to generate valuable, valid insights.

Featuring:

  • Horst Stipp - EVP, Global Business Strategy, The ARF
  • Robert Woodard - EVP, Advertising Effectiveness, The ARF

Agenda

9:00–9:30 AM
Registration

9:30–9:40 AM
Welcome and Opening Remarks
David Marans – EVP, Media, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager

9:40–10:30 AM
Horst Stipp – EVP, Global Business Strategy, The ARF
Robert Woodard – EVP, Advertising Effectiveness, The ARF

10:30–10:55 AM
Open Discussion and Q&A

10:55–11:00 AM
Closing Remarks
Horst Stipp – EVP, Global Business Strategy, The ARF
Robert Woodard – EVP, Advertising Effectiveness, The ARF

View past event »



ARF University presents our Summer Learning Series!

August 01, 2011

Covering a spectrum of evergreen and cutting-edge topics - Research Methods, Research Issues/Questions, the Future of Research, and Digital Research – these courses were taught by industry thought leaders renowned for their depth and breadth of experiences, and provide a powerful, real-world approach to learning.

TWO-DAY INTENSIVE, SESSION TWO: September 7, 8
Wednesday, September 7, 8:00AM - 1:00PM
Thursday, September 8, 8:00AM - 5:00PM; Cocktail Reception 5:00PM - 6:00PM

View pictures from Summer Learning Series Session One here!

Our members’ demand for enhanced knowledge and training is higher than ever before, so we’ve developed the perfect program to address your requests. Mid-career ARF members ready to expand research skills and industry impact can attend one of our two-day intensive sessions.

Get Smarter. Get Ahead. Get Ready!

Covering a spectrum of evergreen and cutting-edge topics - Research Methods, Research Issues/Questions, the Future of Research, and Digital Research – these courses are taught by industry thought leaders renowned for their depth and breadth of experiences, and provide a powerful, real-world approach to learning.

Please visit our brochure for an overview and our agenda for details. We look forward to seeing you there!

Featured Speakers

Robert L. Barocci – President & Chief Executive Officer, ARF
Josh Chasin – Chief Research Officer, comScore, Inc.
Bill Cook, Ph.D. – EVP Research and Standards, ARF
Guy Garcia – Chief Executive Officer, Mentametrix, Inc.
Marta LaRock – Worldwide Planning Director, Kraft & GSK, Ogilvy New York
Ted McConnell – EVP Digital, ARF
Owen Parker, Ph.D. – Director of Online Survey Methods, Ipsos Interactive Services
Todd Powers, Ph.D. – Chief Research Officer, ARF
Steve Rappaport – Knowledge Solutions Director, ARF
Horst Stipp, Ph.D. – EVP Global Business Strategy, ARF
Bob Walker – Principal & Founder, Surveys & Forecasts, LLC
Holly Williams – Managing Director of Business Development, Compete, Inc.
John Wittenbraker – Managing Director, GfK Corporate Innovation

View past event »



Audience Measurement 6.0

June 13, 2011

Thank you all for attending Audience Measurement 6.0!
Join us at Audience Measurement 7.0 on June 11–12, 2012

Participating companies included:

AAAA ● ABC, Inc. ● Ace Metrix, Inc. ● Affinity Research ● AGF Arbeitsgemeinschaft Fernsehforschung ● Ando Media Group ●ANFO ● Arbitron, Inc. ● AT&T ● BARB - Broadcasters' Audience Research Board ● Baruch College ● BBM Canada ● Beyond ● Bravo Media ● Cablevision Systems Corporation ● Canoe Ventures ● CBS Corporation ● Channel 7 Network ● China Central TV ● CIMM ● Citadel Media ● City University Of New York (CUNY) ● Clear Channel Radio Operating Stations ● CNN ● Columbia University ● Comcast Networks ● comScore, Inc. ● Corporation For Public Broadcasting ● Cox Media ● Crispin Porter + Bogusky ● CSM Media Research ● Cymfony, Inc. ● Datran Media ● Dentsu Inc. ● Directv Latin America ● Discovery Networks Latin America ● DJG Marketing ● DR - Danish Broadcasting Corporation ● ESPN ● Eurodata TV Mediametrie ● European Broadcasting Union ● Everyday Health Inc ● Fabris Media Marketing Services ● Facebook ● Fox News Network,LLC ● FOXTEL ● Garlandz ● General Mills, Inc. ● Genx Entertainment Limited ● German Television ZDF ● GfK SE ● Globo Comunicacao, Ltda. ● Google, Inc. ● Hachette ● HBO Latin America ● Heinz ● House Party ● IBOPE Media ● IMS/Interactive Market Systems ● Innerscope Research, Inc. ● InsightExpress ● Intel Corporation ● Ipsos OTX ● J.P. Morgan ● Kantar Media ● Keller Fay Group ● Knowledge Networks ● Leo Burnett Worldwide, Inc. ● Magazine Publishers of America ● Management Science Associates, Inc ● Media Management ● Mediacorp TV Singapore Pte Ltd ● MediaPost Communications ● Meredith Corporation ● Millward Brown ● Mobile Research Labs ● MTV Networks ● Multi Channel Network ● Music Choice ● NADbank ● Network Ten ● New York Times ● New York University ● Nielsen IAG ● Nielsen Television Audience Measurement ● Norwegian Media Businesses' Association ● OAC Consulting LLC ● Oracle Airtime (Pty) Ltd. ● OzTam Pty Ltd ● Premier Retail Networks ● Razorfish ● RCS/Media Monitors LLC ● Rentrak Corporation ● Research Now ● Roger Baron & Associates ● Romanian Association For Audience Measurement ● Roslow Research Group LLC ● SC PRO TV SA ● Scripps Networks ● Sequent Partners ● SES ASTRA ● Special Broadcasting Service ● Starcom USA ● State Administration Of Radio, Film & Television (SAFRT) ● SymphonyIRI ● Telmar Informations Services Corp. ● Temple University ● The New York Times ● The Nielsen Company ● The NPD Group, Inc. ● TNS ● TRA, Inc. ● Turner Broadcasting System ● TV 2 AS ● TV Azteca ● Universal McCann ● University of Hartford ● Video Research USA, Inc. ● VS Research LLC (VSR) ● Women's Marketing Inc ● Yahoo! ● Yale University ● Yellow Pages Association

Speakers included:

  • David Brooks – OpEd columnist, New York Times, Regular analyst on NewsHour with Jim Lehrer and NPR's All Things Considered
  • Lee Rainie – Director of the Pew Internet & American Life Project
  • Stuart Elliott – Advertising Columnist, New York Times
  • Daniel Slotwiner – Research & Analytics, Facebook
  • Jim Dravillas - Head of Advertising Research, Google, Inc.
  • Leslie Picard - President, Time Inc. Branded Solutions
  • Steve Gigliotti - President, National Ad Sales & Marketing, Scripps Networks
  • Jeffrey Graham – Worldwide Director, Performance, Initiative
  • Rino Scanzoni – Chief Investment Officer, GroupM

And many more!

 

View past event »



2011 Great Mind Awards

March 23, 2011

The event took place MARCH 23, 2011 • Marriott Marquis, New York City

The ARF Great Mind Awards recognize and celebrate individuals who contribute to the excellence and advancement of advertising research. Established in 2006, the ARF Great Mind Awards honor research innovation, rising research stars, outstanding ARF member contributions, lifetime achievement within the industry and quality In research.

Great Mind Awards

Now in its sixth year, the ARF Great Mind Awards continue to recognize notable individuals who have truly made a difference to the advertising research industry. Awards are presented at a luncheon reception held during the annual Re:think Convention.

View past event »



2011 David Ogilvy Awards

March 22, 2011

The event took place MARCH 22, 2011 • Marriott Marquis, New York City

The ARF David Ogilvy Awards for Excellence in Advertising Research celebrate the extraordinary and/or creative use of research in the advertising development processes of research firms, advertising agencies, and advertisers.

Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards for Excellence in Advertising Research annually celebrate his spirited advocacy of research in making good advertising better, recognizing the role of consumer research in creating successful advertising. The ARF David Ogilvy Awards were inspired in 1993 when Coca-Cola sought the ARF’s assistance in integrating research into their advertising development process. So successful were the process and results, that even the creative agencies embraced it.

The Awards honor extraordinary and/or creative uses of research in the advertising development processes of research firms, advertising agencies, and advertisers. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns.

View past event »



Re:think 2011 – ARF Annual Convention + Expo

March 21 - 23, 2011 ET

Thank you all for attending Re:think 2011!

Join us Next Year: March 26–28, 2012 at the Marriott Marquis, New York City

 

Quotes from the Conference

"25 years ago 2 mobiles for 1000 people, today 2000 phones for every 1000 people in the world"
Reuben Mark, Retired Chairman and CEO, Colgate-Palmolive Company

"Online research is often like combat fishing in Alaska during the salmon season"
Jeff Welch, President, Opinionology

"Research is not about providing insights, it's about provoking transformation"
Stan Sthanunathan, VP, Marketing Strategy & Insights, The Coca-Cola Company

"If you don't like change you are going to like irrelevance even less"
Joe Tripodi, EVP and Chief Marketing & Commercial Officer, The Coca-Cola Company

"Research has moved from observer, measurer and integrator to navigator and reputation guardian"
Reuben Mark, Retired Chairman and CEO, Colgate-Palmolive Company

"I would kill the notion of impressions as a meaningful measure, I am more focused on expressions"
Joe Tripodi, EVP and Chief Marketing & Commercial Officer, The Coca-Cola Company

"Market research is like a lego box. We're now less focused on the bricks and more focused on building"
Eric Salama, Chairman and CEO, Kantar

"The harder you work on the business strategy the easier everything else is"
Chuck Porter, Chairman, Crispin Porter + Bogusky

"Apple = simplicity"
David Calhoun, CEO, The Nielsen Company

"Nothing communicates more meaning than a 30 second TV spot"
Grant McCracken, Author of Chief Culture Officer

"The power of 'I'll have what she's having'"
Mark Earls, Consultant HERD Consulting

"I'd love to tell you the way to solve every problem is to take a very long warm shower"
Jonah Lehrer, Contributing Editor of Wired and Author of How We Decide

"foursquare puts small business advertising in the hands of customers"
Naveen Selvadurai, Co-Founder, foursquare

"Whatever media you use, it doesn't matter without great creative"
Domenico Vitale, Founder and Chief Architect, People Ideas & Culture

"foursquare and Groupon wouldn't exist if we were all individual in our choices"
Mark Earls, Consultant, HERD Consulting

Four revenue models:
–Sell a device or product (e.g. Apple)
–Sell a service or content (Film industry)
–Revenue from advertising (Television)
–Revenue from donations (PBS, Wikipedia)
Timothy Wu, Professor of Law, Columbia University and Author of The Master Switch

"Age is a poor surrogate for purchase behavior"
David Poltrack, Chief Research Officer, CBS Corporation; President, CBS Vision

"In neuromarketing there is no M = MC squared equation"
Richard Thorogood, Director of Strategic Insights & Analytics, Colgate-Palmolive US Company

"People say no … then they do yes"
Richard Thorogood, Director of Strategic Insights & Analytics, Colgate-Palmolive US Company

[Two of nine] Opportunities for the industry:
- Shortage of Talent – "criminal neglect" of developing talent across advertising and marketing industry
- The Web – "disintermediating" legacy businesses
Sir Martin Sorrell, CEO, WPP Group

"We have become a nation of numbers"
Robert Groves, Director, U.S. Census Bureau

"Melting pot – salad bowl – parfait"
Guy Garcia, CEO, Mentametrix

"Randomized trials are the gold standard"
Duncan Watts, Principal Research Scientist, Yahoo!

View past event »



Industry Leader Forum 2010

October 28, 2010

Discovering Consumer Insights

Industry Leader Forum Key Takeaways

Todd Powers, Chief Research Officer of the ARF, shares some nuggets from the day:

  • Our industry is at a “strategic inflection point.”
  • Technology drives possibilities.
  • It’s all about the delivery of information and entertainment.
  • We need to infuse insights with passion.
  • We have to balance the two perspectives: objectivity vs. advocacy.
  • It’s not about which gumball is best; it is whether we should be selling gumballs.
  • The margin for error is gone.
  • We need more synthesis … and we need to show that with storytelling.
  • There are builders and evaluators. Researchers should build.
  • Having a strong voice is the #1 thing.
  • That nugget is the understanding behind the behavior – the “why.”
  • Integrating the information – that makes it actionable.
  • We should present for 10 minutes, and discuss for 2 hours.
  • Bring an analogy.
  • We need to move away from pure ROI.
  • Historically, our journey is: hindsight à insight à foresight.
  • RFPs need to focus on business needs, not research objectives.
  • We are FAST: Fast, actionable, strategic, technological.
  • Real-time tools are a thing of beauty.
  • Bring the “good enough” solution.
  • Projects are, by their very nature, reactive.
  • We should talk extensively about what success looks like.
  • If you can measure it, it’s too late.
  • Don’t try to reduce risk, try to enhance opportunity.
  • If you are being asked for the ROI of research, you are already in trouble.
  • If my research staff complains that, “They didn’t listen to me,” then that just means they didn’t do their job.
  • You have to fail faster.
  • We need to instill courage.
  • We don’t need more insights, we need more insightful people.
  • We know what gets people to engage with an ad; why can’t we apply that to our presentations?
  • We are hiring trained consultants.
  • We try to hire researchers who can walk and chew gum at the same time.
  • We segment our customers – some are ready for insights, some are not.
  • Your job is to solve the problem.
  • There are two tribes – qualitative & quantitative – you need to figure out which one you are, and
    spend your career trying to be the other one.
  • We ask recruits to give us three typical uses for a brick … and five non-obvious ones.
  • We can’t use the past to predict the future any more.
  • Ability vs. Desire = Skill vs. Will.
  • Culture eats strategy for lunch.
  • Transformation is a metamorphosis – the caterpillar into the butterfly.
  • You can’t just change processes – you have to change people.
  • Gossip trumps information.
  • People don’t connect with high-potential others, they connect with trouble-makers.
  • The journey is: Insights, Consulting, Transforming.
  • If research has no effective communication, does it make a sound when it falls in the forest?
  • Can you tell me what brand of laundry detergent comes to your mind?

A One-Day Workshop

This one-day industry leader forum will have those shaping the future of our profession share their visions, successes and plans to address:

  • The transformation of our profession; a past, present, and future perspective
  • How do we get insights to affect the marketing organization? How do we go from the “what” to the “now what”?
  • What does an insights-led organization look like? What are the new metrics of success?
  • What are the new tools that insights-led organizations need to succeed?
  • What are the future skills that research and insights professionals need to make a difference?
  • How will research agencies be chosen in the future? What new skills, tools, and account management approaches will buyers be looking for?

Leading buyers and service providers will change your thinking about the wonderful opportunity before us to have an impact and how you can become a leader in this insights-led marketing future.

View past event »



Social Media Bootcamp: Social Media For Research and Marketing

October 27, 2010

WEDNESDAY, OCTOBER 27, 2010 • 9:00AM–2:00PM
Agenda | Speakers
Location:
The Advertising Research Foundation
432 Park Avenue South, 6th Floor, New York City

Description

With millions of people participating on sites like Facebook, Twitter, and YouTube, brands can no longer avoid social media as an effective research and marketing channel. In fact, if Facebook were a country, it would be the 3rd largest country in the world. Data has shown that social networking is becoming the most popular activity online—even more popular than email or search. But what does this mean for your business?

This half-day workshop not only answers that question, but goes further to explore best practices for using social media as a research and marketing tool. And it isn’t just for beginners, as we delve into:

  • Setting up a listening strategy
  • Creating actionable insights from listening
  • Developing a social media marketing strategy
  • Infusing social across the organization
  • Measuring social media’s effectiveness

Gain insights on moving from listening, to actionable insights, to a well-thought out social media strategy. Hear case studies that identify the best tools for listening to the consumer, and the best ways to use social networks to listen to and engage your consumers. Learn how to infuse social media across the organization, as well as how to measure social media’s effectiveness.

View past event »



Advertising Week 2010

September 27, 2010

SEPTEMBER 27 – 29, 2010
New York City

Join us for five ARF councils held during Advertising Week.

Lear more about Advertising Week 2010 »

SEPTEMBER 27, 2010 • 9:30AM–12:00PM EST
360 Media and Marketing Super Council
Cross Platform Exclusive

SEPTEMBER 28, 2010 • 8:30–11:30AM EST
Multicultural Super Council
The New Mainstream: Using Human Emotions to Foster Multicultural Business Growth

SEPTEMBER 28, 2010 • 12:30–2:00PM EST
Engagement Council
NeuroStandards: The Next Wave in Research

SEPTEMBER 29 • 9:30AM-12:00PM EST
Social Media Council
Is Social Media Everything?

SEPTEMBER 29, 2010 2:30–4:30PM
People Council
Marketing to Lesbian Gay Bisexual and Transgender People: The Research, The Campaigns, the ROI

View past event »



Audience Measurement 5.0

June 22, 2010

June 22-23, 2010
Millennium Broadway Hotel, New York City

The way consumers use media is changing at an unprecedented rate. Knowing the latest developments in audience composition and measurement across platforms is critical to ensuring your company's money is spent most effectively. Get up-to-the-minute on the latest evaluation approaches and technology at The ARF's Audience Measurement Symposium.

Register Now
Discover America’s changing mainstream
–Keynote Dr. Robert Groves, Director of the U.S. Census Bureau previews the results of the 2010 Census; the impact on media audience measurement will be profound

Register Now
Separate talk from action
– Keynote Kathy Kline, Starcom Director of Human Experience turns industry norms on edge and puts the drive to find the motives and emotional drivers behind consumers media choices on the hot seat.

Register Now
Preview what’s next in cross-platform measurement
– Keynote Artie Bulgrin, Senior Vice President of Research + Analytics, ESPN, Inc. provides an overview of ESPN XP, the project-in-progress counting audiences to each media platform, determining cross-platform effects and measuring advertising effectiveness.

Discover how to attain the most effective ad spend possible – An intense CMO smackdown of major marketers closes the loop on cross-media ROI.

Get real about cross-media metrics – 5 panelists from MTV, Rentrak, Carat, Sapient and Starcom debate timing, delivery and cost valuation of 360º media.

Get a grip on social media – Like all 360º media, social media continues to evolve rapidly. Facebook is set to aggregate other social sites for a more robust social media platform. How will it be measured? Panelists from Facebook, Starcom, Yahoo! and Keller Fay Group take you to this new dimension.

Plus, 32 proprietary papers selected from over 80 submissions form the central core of new learning that is the hallmark of AM 5.0.

View past event »

ARF 360 Measurement Day Workshop – Chicago Edition

May 25, 2010

TUESDAY, MAY 25, 2010 • 8:30AM–5:00PM

Mission – To provide the industry with a roadmap for successful 360 cross-channel communications planning and effectiveness measurement.

360 Day Panel

360 Day Audience

View past event »



2010 Great Mind Awards

March 24, 2010

The ARF honored outstanding research minds in the industry – rising stars, research innovator and important contributors to the field.

The Great Mind Awards program consists of four award categories:

  • Innovation Award, for individuals that have developed innovative research ideas in terms of methodology, theory, service and solution.
  • Rising Star Award, for researchers who have less than 7 years experience, and whose contributions during the last year marked the individual as a researcher with potential for future greatness.
  • Member Recognition Award, for individuals who made an outstanding contribution to the ARF in the prior year.
  • Lifetime Achievement Award, for those who have made lifetime contributions to the industry and to the ARF.

Now in its fifth year, the ARF Great Mind Awards continue to recognize notable individuals who have truly made a difference to the advertising research industry. Awards are presented at a lunch reception held during Re:think: The Annual ARF Convention.

Great Mind Award Finalists

Innovation
Arun Ramaswamy – The Nielsen Company
Edward Hunter – Loop Analytics, LLC
Tracey Scheppach – VivaKi
Shelley Zalis – OTX

Rising Star
Amy Fayer – Dynamic Logic
Dan Pickerel – Kraft Foods
Devra Jacobs – Innerscope Research
Jennifer Okula – Dynamic Logic
Jon Gibs – The Nielsen Company

Member Recognition
Britta Ware – Meredith Corporation
Leigh Benatar – Brand Keys, Inc.
Patti Wakeling – Unilever
Pete Blackshaw – The Nielsen Company

The Great Mind Awards are made possible through the continued sponsorship of Harris Interactive.



2010 David Ogilvy Awards

March 23, 2010

Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards annually celebrate his spirited advocacy of research in making good advertising better.

Entry Kit Submit your entry to the 2011 Ogilvy Awards
Download Entry Kit »

David Ogilvy Awards

David Ogilvy Awards
More Ogily Awards photos on Flickr »

Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards for Excellence in Advertising Research annually celebrate his spirited advocacy of research in making good advertising better, recognizing the role of consumer research in creating successful advertising. The ARF David Ogilvy Awards were inspired in 1993 when Coca-Cola sought the ARF’s assistance in integrating research into their advertising development process. So successful were the process and results, that even the creative agencies embraced it.

The Awards honor extraordinary and/or creative uses of research in the advertising development processes of research firms, advertising agencies, and advertisers. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns.

2010 David Ogilvy Awards Winners

The ARF congratulates the 2010 winners The ARF David Ogilvy awards sponsored by Microsoft Advertising.

View 2010 winners »



Re:think 2010 – ARF Annual Convention + Expo

March 22, 2010

Succeeding in the New Normal. The increased complexity and its concomitant, uncertainty, in marketing today are due mostly to the absolute fact that we just can't do business the way we used to. But what do we do instead in this "New Normal"?

Thank you for your interest in the knowledge and thought-leadership from Re:think 2010!

General Sessions
The video from selected sessions, keynotes and thought-leader interviews are available. View now.

ARF Social Media Experience Interviews on Vimeo
Video Thumbs.
The social media revolution is making the amount of data about consumers, their brand loyalty and purchasing behaviors more readily available. But, how is this information gathered and analyzed to make more informed business decisions that drive the bottom line? Lynne d Johnson, SVP, Social Media, The ARF, interviews social media innovators from Converseon, Globalpark, KL Communications, NetBase, Passenger, Ripple6, and Crimson Hexagon to help you discover the capabilities and benefits of social media tools for your organization.
View »

ARF Re:think Videos on Scribe Media
Video Thumbs.
Glimpse the Future Now, The Intercultural New Mainstream, Measuring Online Video in the UK, interviews with key influentials, and more on Scribe Media.
View »

Re:think 2010

Rethink Panel

Bewkes
Jeffrey Bewkes
Chairman and CEO – Time Warner

Flake
Dr. Gary Flake
Microsoft Technical Fellow and Founder of Microsoft Live Labs

Garcia
Guy Garcia
Author – The New Mainstream: How the Multicultural Consumer Is Transforming American Business

Gobe
Marc Gobe
Author – Emotional Branding 2.0. and President of Emotional Branding LLC

McCraken
Grant McCracken
Cultural Anthropologist and Author - Chief Culture Officer: How to Create a Living, Breathing Corporation

Wurtzel
Alan Wurtzel
President Research and Media Development, NBC Universal

McCraken
Attendees at the Expo

McCraken
Real Learning in the New Normal

More ARF photos on flickr »

Participating Companies Include

ABC, Inc. • Alberto Culver • Alberto-Culver USA INC. • Analytic Partners, Inc • ArnoldNYC • Brand Keys, Inc. • Butler/Till • Capital One • CBS Corporation • Colgate-Palmolive Company • comScore, Inc. • Crimson Hexagon • Crispin Porter + Bogusky • Cross Tab Marketing Services Pvt. Ltd. • CTAM • Cymfony, Inc. • Digitas, Inc. • Discovery Communications • DraftFCB • E&J Gallo Winery • Education Minnesota • Encuesta, Inc. • Enterprise Holdings Inc. • ESPN • Experian Simmons • Facebook • General Mills, Inc. • GfK SE • Google, Inc. • Hakuhodo Inc. • Hakuhodo Inc.  R&D Division • Hallmark Cards Inc. • Hasbro, Inc. • Heinz North America • Horizon Media Inc. • IBM Corporation • Innerscope Research, LLC • ION Media Networks • Ipsos-ASI, Inc. • J.D. Power and Associates • Johnson & Johnson • Johnson & Johnson Consumer Companies, Inc. • JWT • Keller Fay Group • KFC • Knowledge Networks • Kraft Foods USA • Kraft Foods, Inc. • KS&R • Laureate Education • Lightspeed Research • Luth Research Inc • Maktoob Research, Yahoo! Middle East • Manitoba Public Insurance • Mars Petcare • MasterCard Worldwide • McNeil Consumer Healthcare • McNeil Nutritionals • Media Management • Microsoft Advertising • Microsoft Corporation • Millward Brown, Inc. • MTV Networks • NBC • Netpop Research LLC • NeuroFocus, Inc. • Nickelodeon Direct Inc.  • Novartis AG • Novartis Pharmaceuticals Corp. • Ocean Spray Cranberries, Inc. • OTX Research • Post Foods • Procter & Gamble Company • Revelation Inc • Scripps Networks • Spike TV • State Farm Insurance Co. • The Coca Cola Company • The Scotts Company • Thoroughbred Research Group • Time Inc. • Turner Broadcasting System • TVB of Canada • Unilever Home & Personal Care - USA • Wal-Mart Stores, Inc • Wal-Mart Stores, Inc. • Warner Home Video • Young & Rubicam, Inc. • Zenith Optimedia

View past event »



ARF Industry Leader Forum – Putting Listening to Work

January 28, 2010

THURSDAY JANUARY 28, 2010
Bently Reserve – San Francisco

It’s one thing to be excited about listening, yet quite another to apply listening in ways that impact brand performance, marketing and advertising. The willingness of brands and companies to organize around listening is critical to maximizing its potential. The ARF Industry Leader Forum was developed to showcase how to put listening to work.

A One-Day Workshop – Putting Listening to Work

Attendees

Learn how to use listening, evaluate listening applications, develop a listening strategy, integrate it into your existing research program, create an action plan and apply its learnings. Get answers to your questions on listening and develop an action plan that specifically addresses your business needs during this interactive day. Attendees will receive The ARF Listening Playbook, featuring 25 case studies and 30+ company reviews how listening is used for consumer insight, customer service, new product development, reputation management, competitive benchmarking, and breaking into new applications like media planning, targeting and predictive modeling.

Speakers include:

  • Keynote Speaker: Jeremiah Owyang – digital media strategy superstar and blogger and Partner, Customer Strategy, Altimeter Group
  • Steve Patrizi – Vice President, Advertising Sales & Operations, LinkedIn
  • Doug Frisbie – National Social Media & Product Integration Manager, Toyota Motor Sales
  • Johanna Skilling, EVP – Director of Strategic Planning, Saatchi and Saatchi Wellness
  • Vishal Pandya – Market Insights, Client Research Analyst, IBM
  • Sahana Jayaraman – Senior Account Executive, Peppercom
  • Paul Banas – Senior Category Insights Manager, Kraft Foods
  • Stephen Kim – Senior Director, Microsoft Branded Experiences and Entertainment, Microsoft
  • Ethan Titelman – Vice President, Penn Schoen and Berland Associates
  • Jason Harty – Brand Manager, vitaminwater

Owyant Jeremiah Owyang
Jeremiah Owyang is a Partner focused on customer strategy at Altimeter Group and author of the popular blog “Web Strategy”, which focuses on how corporations connect with their customers using web technologies. Technorati the Web Strategy blog is in the top 1% of all blogs, and has over 40,000 subscribed readers. And AdAge’s Power 150 top blogs ranks the Web Strategy Blog at #21. He’s active with the Twitter community and has over 52,000 followers and growing. 

Hailing from enterprise web management, a former Industry Analyst, Jeremiah consults and speaks on the topics of emerging technologies for brand related customer strategies. He has appeared on Bloomberg TV and is quoted in the Wall Street Journal, The New York Times, USA Today, the Associated Press and other technology and business related publications. He was featured in the 2009 “Who’s Who” in the Silicon Valley Business Journal. As a speaker he has keynoted the Internet Strategy Forum, Web 2.0 Expo, SXSW, and dozens of other venues.

Previously, Jeremiah was a Senior Analyst at Forrester Research, focused on social computing for the interactive marketer. Prior to that, was the Director of Corporate Media Strategy at PodTech Network, a podcasting and online video startup. Jeremiah has also held positions at Hitachi Data Systems, World Savings (now Wells Fargo) at Exodus Communications. He earned a Bachelors Degree in Business Administration with a focus on Marketing from San Francisco State University.

After work, he spends time with family, gets in some exercise, and travels to tropical beaches. Jeremiah was pleasantly surprised to find that his small, white, furry dog “Rumba” is active on Twitter.

View past event »

ARF 360 Measurement Day

December 04, 2009

Cross-Channel Communications Planning: Challenges, Issues, Perspectives

FRIDAY, DECEMBER 4, 2009 • 8:30AM–5:00PM
Time Warner Theatre • New York City

The U.S. media community is grappling with unprecedented complexity and change in the planning and research methods used to expedite marketers’ communications programs. To bring order to what sometimes seems like chaos, the ARF is holding its first 360 Measurement Day Workshop.

Notice: ARF 360 Measurement Day is now sold out.

The ARF 360 Measurement Day Workshop will help the community better understand:

  • The Marketer’s Perspective on Channel Planning
  • Touchpoints: Will This Work in the US?
  • Media & Agency Positions on Channel Planning

Alan Wurtzel, President of Research & Media Development at NBC Universal will also kickoff with a “$1 Billion Media Lab – Chapter 2: Update from Vancouver.”

Program

How do you frame a media model when there are multiple communication points? The ARF 360 Measurement Day Workshop will examine what exists, what works and what is needed to develop a roadmap for successful 360 cross-channel communications planning and effectiveness measurement.

8:30–9:00AM

Registration and Morning Coffee

9:00–9:45AM

Keynote Address
Cross-Channel Measurement Challenges and Solutions
Alan Wurtzel – President, Research and Media Development, NBC Universal
"The Billion Dollar Lab: The Vancouver Sequel" previews how NBC Universal intends to address cross-platform measurement with new metrics and innovative methods at the February Winter Olympic Games..

9:45–10:30AM

Cross-Channel Measurement & Planning Issues
A big picture debate of the issues we face today – with a focus on broad list of cross-media measurement issues.
MODERATED BY: David Shiffman – SVP, Connections Research & Analytics, Mediavest

PANEL:
Jack Wakshlag – CRO, Turner Broadcasting System, Inc.
Michael Dowling – CEO, Interpret, LLC
Gian Fulgoni – Chairman, comScore, Inc.
Rex Briggs – CEO, Marketing Evolution

10:30–10:45AM

Mid-Morning Break

10:45–11:45AM

Channel Planning: The Marketer’s Perspective
To highlight the value of cross-channel integrated marketing communications planning to the marketer and to show how to use such services potentially improves ROI along the shopper path to purchase.
Referencing their work with all ESPN properties, Unilever will present a product case study for Axe and project-in-progress for Vaseline highlighting the success of their cross-channel campaigns.
MODERATED BY: Glenn Enoch – VP, Audience Research, ESPN and Pierre Bouvard – EVP, Cross Platform Services, Arbitron, Inc.

PANEL:
Sharad Doshi – Director, Global Strategic Insights, Johnson & Johnson
Artie Bulgrin – SVP Research + Analytics, ESPN Inc.
Michael Palmer – EVP, ANA
Spencer Bahler – Director of Communications, Alberto-Culver
Patti Wakeling – Senior Manager, Media Insights, Unilever

11:45–12:45PM

Lunch Break on Own (dining facilities immediately adjacent)

12:45–2:30PM

Touch Points: Channel Planning and the Information Explosion
Suddenly, the industry has gone from a lack of data for media allocation decisions to too much data. This two-part session will detail where we are and debate how to take advantage of these data rather than be overwhelmed by them!
MODERATED BY: Mike Hess – EVP Research, Marketing Science, and Consumer Insights, Carat; Michael Donahue – EVP, Member Services, American Association of Advertising Agencies, Inc.(4A's) and Manish Bhatia – President, Advanced Digital Services, The Nielsen Company

12:45–1:30PM

a. Promises Realized: A Single Touch Point
Learn about a single touch point area where sustainable progress has already been made, leading to immediate impact on media decision-making.
MODERATED BY: Mike Hess – EVP Research, Marketing Science, and Consumer Insights, Carat and Manish Bhatia – President, Advanced Digital Services, The Nielsen Company

Bruce Goerlich – Chief Researcher, Rentrak Corporation
Bill Harvey – Founder & President, TRA, Inc.

1:30–2:30PM

b. The Great Debate: Data for Channel Planning - Multi-Platform, Cross-Media, Touch Points
Can the Fusion/Touchpoint’s approach co-exist with classic Marketing Mix Modeling methods? Can the techniques actually complement each other? Discuss and debate the promise and complexity of multiple touch points planning.
MODERATED BY: Mike Hess – EVP Research, Marketing Science, and Consumer Insights, Carat and Michael Donahue – EVP, Member Services, American Association of Advertising Agencies, Inc.(4A's)

Alice K. Sylvester – Partner, Sequent Partners & Media Behavior Institute
Howard Shimmel – SVP, The Nielsen Company
Sebastian Shapiro – Partner, Ninah/Publicis
Colleen Fahey Rush – EVP-Research and Planning, MTV Networks

2:30–2:45PM

Afternoon Break

2:45–3:45PM

Channel Planning and Effectiveness Testing: The Media and Agency Perspectives
MTVN and SMG highlight cross-platform case studies, including examples of research insights and accountability planning tools, that demonstrate how media agencies and media owners engage to co-create and negotiate for increased effectiveness in cross-media communications planning, including measuring and optimizing results.
MODERATED BY: Todd Cunningham – SVP of Strategic Insights and Research, MTV Networks and Kelly Andrews – SVP, Director Connections Research and Accountability, Starcom-Mediavest Group

3:45–4:00PM

Concluding Summary
Manish Bhatia – President, Advanced Digital Services, The Nielsen Company

4:00–5:00PM

Networking Reception

View past event »



ARF at Advertising Week

September 22, 2009

The ARF presented a special series of council meetings – 360 Media & Marketing, Multicultural, Engagement and our new Social Media council.

ARF Councils showcase best practices and introduce ARF members to new technologies and the latest thinking about all aspects of advertising and marketing research. ARF Council meetings will be open to all during Advertising Week 2009! Take advantage of this opportunity to join us for special sessions of the following councils: 360 Media & Marketing, Multicultural, Engagement and our new Social Media council.

Learn more about all Advertising Week events »

TUESDAY, SEPTEMBER 22, 2009

9:30AM–12:00PM Eastern

360 Media & Marketing Council

New Directions in Marketing Simulation, Scenario Planning, Communications Planning and Targeting
Industry leaders provide strategic insights and case studies showcasing how they addressed client targeting issues and how they helped their clients arrive at better communications plans through “what-if” scenario planning. Featured speakers include: Matt O’Grady, President of Nielsen Claritas, Damon Ragusa, CEO of ThinkVine, Ray Shynn, VP, Associate Research Director of Optimedia and Stacey Lynn Schulman, SVP, Entertainment, Sports and Digital Ad Sales Research, Turner Broadcasting.
Learn more about the 360 Media & Marketing Council »

1:00PM–3:30PM Eastern

Multicultural Council

The Time is Right: On the Path to Multicultural Business Growth
Ron Franklin, GlobalHue’s Vice Chairman Research and Planning (retired) & President of NSightsWorldwide LLC, will unveil a three-year ARF plan that will replenish, rejuvenate and reinvigorate multicultural marketing. Multicultural business success stories will be framed by the presentation of a powerful new segmentation program developed by the US Census Bureau to market the 2010 Census, by Nancy Bates, Senior Researcher for Survey Methodology, U.S. Census Bureau.
Learn more about the Multicultural Council »

WEDNESDAY, SEPTEMBER 23, 2009

9:30AM–12:00PM Eastern

Engagement Council

Engagement Moves Forward: New Case Studies and Evidence
Bill Siegel, CEO of Longwoods International, presents dramatic evidence of engagement at work in television and print advertisements. Belle Frank, EVP of Young & Rubicam showcases new work and solutions regarding engagement, including a client case study.
Learn more about the Engagement Council  »

1:00PM–3:30PM Eastern

NEW! Social Media Council

The ARF launches its new Social Media Council with a panel of industry experts including Christopher Andrew, VP/Group Director, Digitas Social; Mark Studness, Director E-Commerce, Verizon; Sam Ford, Director Customer Insights, Peppercom and Heather Maxwell, Lead in Consumer Insights on Social Media and Communities, General Mills, explaining how social media creates convergence among the advertising, marketing, public relations, customer care and consumer insights spheres.
Learn more about the Social Media Council  »

View past event »



Audience Measurement 4.0

June 23, 2009

Audience Measurement 4.0 focuses on what really matters to buyers, sellers and researchers – the tools, technologies and models you need to operate successfully.

The Millennium Broadway Hotel
145 West 44th Street
New York City

AM 4.0
View Audience Measurement 4.0 Keynote Videos

Reinventing Media Measurement

Holistic Media Measurement: International and U.S. Experiences – Contrast or Convergence?

Crisis Measurement

AM 4.0 Critical Challenges

Audience Measurement 4.0 focuses on what really matters to buyers, sellers and researchers – the tools, technologies and models you need to operate successfully. AM 4.0 provides answers to critical challenges in reinventing media measurement.

REMIX. REINVENT. REMASTER MEDIA.

AM 4.0 kicks off the process of reinventing media measurement for the coming decade. A stunning collection of industry leaders will assemble to discuss and debate what needs to be implemented to address challenges such as capturing and reporting STB data, social media metrics and cross-platform measurement needs.

Join David Poltrack CBS, Alan Wurtzel NBC Universal, Bill Harvey TRA, Scott McDonald Conde Nast, and Gian Fulgoni comScore to brave the new 360 media world as we begin Reinventing Media Measurement.

Learn:

  • How senior industry executives view the changing world of media audience measurement
  • How media and marketing budgets can be justified in a tough financial environment
  • How we can avert a worsening crises in measurement
  • How set top box initiatives could potentially change TV audience ratings
  • What global holistic measurement experiments are currently underway outside the U.S.
  • How traditional media are finding new digital business models
  • The possible solutions to digital measurement problems such as cookie deletion
  • How meters, panels and servers will define audience measurement’s future
  • How word of mouth, social media and other innovations are changing the face of media and marketing research

Who Attended?

Buyers, Sellers and Researchers are converging to focus on what really matters – finding new tools, new technologies and new models to operate efficiently and effectively.

A&E Television Network • ABC • Ad Council • Adify • AdMeld • AGB Nielsen Media Research • AGF Arbeitsgemeinschaft Fernsehforschung • AMC • American Express• ANFO • Anheuser-Busch • appssavvy, Inc. • Arbitron • Association of Directory Marketing, Inc. • BIGresearch, LLC • Brand Keys, Inc. • Campbell-Ewald Advertising • Capital One •Carat • CBS Corp. • ChaCha Search • CNN • Cognizant Technology Solutions • Columbia University • Comcast Networks • Compete, Inc. • comScore, Inc. • Condé Nast Publications • Crowd Science • Discovery Communications • DISH Network • DJG Marketing • DoubleClick Inc. • Draft FCB • Dynamic Logic • Echostar • Education Minnesota • Ehrenberg-Bass Institute for Marketing Science • Eloda Corporation • Empower Media Marketing • Ensequence • Ernst & Young • ESOMAR • ESPN • Eurodata TV Mediametrie • Experian Simmons • Fabris Media Marketing Services • Facebook • Forrester Research Inc. • Fox Broadcasting Company • General Mills, Inc. • GfK Telecontrol • Globo Comunicacao, Ltda. • Google, Inc. •Group M • GSM Association • Hakuhodody-media Partners • Hasbro Inc. • Havas Media • HBO • IBM Global Business Services • imark 360 • Information Resources, Inc. (IRI) • Innerscope Research, LLC • InsightExpress • Integrated Media Measurement, Inc. (IMMI) • IPA – Institute of Practitioners in Advertising • Ipsos Mendelsohn • JCDecaux Worldlink • Kantar Media Research (KMR) • Keller Fay Group • Kinetic Worldwide • KMR Group • Knowledge Networks • Luth Research Inc • LWR, Inc. • Magazine Publishers of America • MAGNA • Management Science Associates • Marchex • Marketing Accountability Partnership • Marketing Management Analytics/MMA • MarketShare Partners • Marshall School of Business • Media6° • MediaEdge:CIA • MediaFax, Inc. • Mediamark Research & Intelligence, LLC •Mediasmith Inc • Mediavest •Megdal Consulting Group • Meredith Corporation • Microsoft • Millward Brown • Motorola • MTV Networks • NADbank • Navic Networks • NBC, Inc. • New Age Media Systems, Inc. • Next Venture • Nickelodeon • Nielsen IAG •Nielsen • Nielsen Online • Norman Hecht Research, Inc. • Northwestern University • Norwegian Media Business’ Association • NV, Mars Belgium, SA • Ogilvy 360 Digital Influence • One to One Interactive • Optimedia International • OTOinsights • OTX • OVAB • Overtone, Inc. • P4 Radio • Passenger • PC World Online • PERQ/HCI • Pointlogic USA • Posterscope USA • PQ Media • Quantcast • Radio Advertising Bureau • Razorfish • Rentrak • Sapient • Sara Lee Corporation • Scarborough Research • Scripps Networks • Seneca College • Sequent Partners • SES ASTRA • Sesame Workshop •Simulmedia, Inc. • SOGECABLE S.A. • Sponsorship Research International (SRi) •SQAD Inc. • SRDS • Starcom Mediavest Group • Syndicated Network Television Assoc. •TechEdge ApS • Television Bureau of Advertising • Telmar Information Services Corp. • The Coca-Cola Company • The Ephron Consultancy • The Media Audit • The New York Times • The Wall Street Journal • The Wharton School • Time Inc. • Time Warner Global Media Group • TiVo • TNS • TRA Inc. • Traffic Audit Bureau • Tribune Media Services • TubeMogul • Turner Broadcasting • UBS • Unilever • Universal McCann • ValueClick, Inc. • VF Corporation • VH1 • Video Research USA, Inc. • Villanova University (School of Business) • Visible Measures • Warner Bros. Television • WEtv • Yahoo! • Yale University

View past event »



2009 Great Mind Awards

April 01, 2009

The ARF honored outstanding research minds in the industry – rising stars, research innovator and important contributors to the field.

The ARF congratulates the esteemed recipients of the ARF 2009 Great Mind Awards! The Awards were presented on Wednesday, April 1 at a special luncheon during Re:think 2009: The ARF Annual Convention + Expo.

Sponsored by Harris Interactive, The ARF Great Mind Awards recognize individuals who bring excellence to advertising research in the categories of research innovation, rising research stars, important member contributions to the field and lifetime contributors to the industry and ARF.


Re:think 2009
More Great Mind Award images on Flickr »

2009 Great Mind Award Winners

INNOVATION

For individuals who have developed innovative research ideas – methodology, theory, service and solution.

Grand Winner

Dr. A.K. Pradeep – NeuroFocus, Inc.

Winners

Gold: Joseph C. Philport – The Traffic Audit Bureau for Media Measurement, Inc.

Gold: Dr. Carl Marci – Innerscope Research

Silver: Dr. Caleb Siefert – Innerscope Research

Silver: George Shababb – TNS Media Research

Bronze: Brendan Light – BuzzBack

Certificate of Recognition Winners

Allen Massey – McDonnell Hayne

Stephen Sands – Sands Research

Brian Levine – Innerscope Research

Martin Russ – Real Time Content

Britta Ware – Meredith Corporation

Damon Ragusa – ThinkVine

Hal Bloom – Sage

Patricia Hughes – GfK Custom Research

Simon Davies – M:30 Communications

Miya Murata – J.D Power & Associates

Lisa Riley – J.D Power & Associates

Carter Truong – J.D Power & Associates

Brian Cain – Schering Plough

Drew Westen – Thinkscan LLC

Joel Weinberger – Thinkscan LLC

Tom H. C. Anderson – Anderson Analytics

Lauren Tucker – The Martin Agency

Janet Gallent – NBC Universal

Larry Friedman – TNS

Mike Saxon – TNS

RISING STAR

For researchers who have less than 7 years experience, and whose contributions during the last year marked the individual as a researcher with potential for future greatness.

Grand Winner

Kimberly Maxwell – Spike TV

Winners

Gold: Stefanie Nolby – GfK Custom Research North America

Silver: Elizabeth Paul – The Martin Agency

Bronze: Tania Yuki – comScore, Inc.

Certificate of Recognition Winners

Brynne Schmitt – TNS

Brent Snider– Brainjuicer

Jen Hu – Starcom MediaVest

Carl D. Marci – Innerscope Research

Anna Welch – Mediamark Research, Inc.

Agil Manizada – comScore, Inc.

Dorothy Advincula– comScore, Inc.

Simon Davies – M:30 Communications

Marc Sanford – Razorfish

Lindsay Leon-Atkins – Dynamic Logic

Andrew Lipsman – comScore, Inc.

Jesse Chen – Anderson Analytics, LLC

Brian Wahlberg – TNS

Andrew Hanna – NBC Universal

Marian Gyarmathy – Harris Interactive

Judit Nagy – MySpace

MEMBER RECOGNITION

For individuals who made an outstanding contribution to the ARF in the prior year. From above-and-beyond duty to providing pro-bono services, these are members who have made significant contributions to the success of the ARF and the industry.

Winners

Shula Bigman – Communication Options, Inc.

Judit Nagy – MySpace

Ann Green – Millward Brown

Gian Fulgoni – comScore, Inc.

Magid Abraham – comScore, Inc.

David Burgos – Millward Brown

Efrain Ribeiro – Ipsos

Renee Smith – Ipsos

Robert Atencio – Wal-Mart Stores, Inc.

John Zogby – Zogby International

LIFETIME ACHIEVEMENT AWARDS

For two individuals who have made significant contributions to the research profession and industry over the course of their careers.

Gerry Lukeman – Ipsos ASI

Gale Metzger

Past Great Mind Award Winners »



2009 David Ogilvy Awards

March 31, 2009

Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards annually celebrate his spirited advocacy of research in making good advertising better.

MARCH 31, 2009 • Marriott Marquis, New York City

Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards annually celebrate his spirited advocacy of research in making good advertising better.

Re:think 2009
More Ogilvy Awards images on Flickr »

The ARF 2009 David Ogilvy Awards Winners

The ARF congratulates the 2009 Winners of The ARF David Ogilvy Awards sponsored by Microsoft Advertising. Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards recognize the role of consumer research in creating successful advertising. 

Each winning campaign showcased how facts create inspiration. The criteria for the awards are based upon the application of research in four creative marketing elements: strategy development, creative development and refinement, the direction of media exposure, and demonstration of marketplace effectiveness.

Industry Awards

GRAND OGILVY AWARD

“The Orange Underground” Cheetos
ADVERTISER: Frito-Lay
AGENCY: Goodby, Silverstein & Partners
MEDIA: OMD
RESEARCH: OZA, NeuroFocus, Christopher Noxon, Ipsos ASI, Sensory Logic
Download Case Study »

RESEARCH INNOVATION

“Where Amazing Happens” National Basketball Association (NBA)
ADVERTISER: National Basketball Association (NBA)
AGENCY: Goodby, Silverstein & Partners
RESEARCH: MotiveQuest, MarketTools, VisionCritical
Download Case Study »

RESEARCH ACHIEVEMENT

“Obama for President” Obama for America
ADVERTISER: Obama for America
MEDIA: Obama Media Team-AKPD Message & Media; GMMB
RESEARCH: Benenson Strategy Group, Harstad Research, David Binder Research, Brilliant Corners
Download Case Study »

Category Awards

Gold and silver winners in each business category are:

AUTOMOTIVE

GOLD

“Putting Old Luxury on Notice” Audi
ADVERTISER: Audi of America
AGENCY: Venables Bell & Partners
MEDIA: MediaCom
RESEARCH: GfK, TNS, Nielsen Buzz Metrics
Download Case Study »

SILVER

“If Looks Could Kill” Toyota Motor Sales, U.S.A., Inc.
ADVERTISER: Toyota Motor Sales, U.S.A., Inc.
AGENCY: Burrell Communications
MEDIA: Burrell Communications
RESEARCH: Research Explorers, Icrossing, Hall & Partners
Download Case Study »

BEVERAGES+ALCOHOL

GOLD

“Postcards” Nabob
ADVERTISER: Kraft Canada
AGENCY: DDB
MEDIA: Media Vest
RESEARCH: Nielsen BASES, GfK Arbor, Dine Associates, The Hartman Group, Ipsos ASI
Download Case Study »

SILVER

“Damn Right” Canadian Club Whisky
ADVERTISER: Beam Global Spirits & Wine, Inc.
AGENCY: Energy BBDO
MEDIA: Zenith Media
Download Case Study »

BUSINESS-TO-BUSINESS

GOLD

“New Day New Office” Microsoft Office 2007
ADVERTISER: Microsoft Corporation
AGENCY: McCann-Erickson
MEDIA: Universal McCann
RESEARCH: Hall & Partners, Atlas, Market-Bridge, MetrixLab, comScore
Download Case Study »

SILVER

“Meet the Affluencers” Bravo
ADVERTISER: Bravo
RESEARCH: Lieberman Research Worldwide, Sterling Brands, Mediamark Research, Millward Brown/Greenfield Consulting Group, Bravo Research Group, The Diamond Group
Download Case Study »

FINANCIAL SERVICES

GOLD

“Opportunities for All” Bank of America
ADVERTISER: Bank of America
AGENCY: BBDO, Organic, TPN,
MEDIA: Starcom Worldwide
RESEARCH: Harris Interactive, GfK Brand and Communications, Luntz Maslansky Strategic Research, Ipsos Understanding Unlimited, Ninah Consulting
Download Case Study »

SILVER

“Visa CSI 4” Visa
ADVERTISER: Visa
AGENCY: AKQA
MEDIA: OMD
RESEARCH: Nielsen Media Research (sample, hosting, data collection) and OMD Custom Research & Insights (questionnaire design, analysis, and insight)
Download Case Study »

GOVERNMENT + NON-PROFIT

GOLD

“Obama for President” Obama for America
ADVERTISER: Obama for America
MEDIA: Obama Media Team-AKPD Message & Media; GMMB
RESEARCH: Benenson Strategy Group, Harstad Research, David Binder Research, Brilliant Corners
Download Case Study »

SILVER

“Another Reason, I LOVE NEW YORK” I Love New York
ADVERTISER: I Love New York
AGENCY: Saatchi & Saatchi
MEDIA: Saatchi & Saatchi
RESEARCH: Hall & Partners, PlannerZone, Goldmine Research
Download Case Study »

HEALTH CARE

GOLD

¿Cómo Estás? Evercare
ADVERTISER: Ovations/Evercare
AGENCY: Bromley Communications
MEDIA: Bromley Communications
RESEARCH: Bromley Communications/Culturati Research
Download Case Study »

SILVER

“Fashionable Fiber” Benefiber
ADVERTISER: Novartis OTC
AGENCY: Euro RSCG
MEDIA: Mindshare
RESEARCH: Cotton Consulting LLC, MSW Research
Download Case Study »

HEALTH + PUBLIC SERVICE

GOLD

“EX®: Re-Learn Life Without Cigarettes” Ex®
ADVERTISER: American Legacy Foundation®
AGENCY: GSD&M Idea City
MEDIA: PHD
RESEARCH: Pursuit, Egg Strategy, Millward Brown
Download Case Study »

SILVER

Spike TV ”True Dads”
ADVERTISER: Spike TV
RESEARCH: Insight Research Group, Greenfield Consulting Group
Download Case Study »

INTERNATIONAL

GOLD

“The Longer Term Effects of Seatbelts’ Advertising 2001-2007” Road Safety - Seatbelts
ADVERTISER: Department of Environment (NI), Road Safety Authority (ROI)
AGENCY: Lyle Bailie International Limited
RESEARCH: Millward Brown Ulster
Download Case Study »

SILVER

“Dove Campaign for Real Beauty” Dove
ADVERTISER: Unilever
AGENCY: Ogilvy Advertising
MEDIA: Mindshare
RESEARCH: Millward Brown
Download Case Study »

MULTICULTURAL: BANKING+INSURANCE

GOLD

“Hacia Adelante!” Bank of America
ADVERTISER: Bank of America
AGENCY: Lopez Negrete Communications
MEDIA: Tapestry
RESEARCH: TNS (2006/2007), Harris Interactive
Download Case Study »

SILVER

“MiAllstate.com” Allstate Insurance Company
ADVERTISER: Allstate Insurance Company
AGENCY: Captura Group
Download Case Study »

MULTICULTURAL: CONSUMER+HEALTH

GOLD

“Best of Both Worlds” Honey Nut Cheerios
ADVERTISER: General Mills, Inc.
AGENCY: Bromley Communications
MEDIA: Bromley Communications
RESEARCH: IFC Research Ltd.
Download Case Study »

SILVER

Toma Leche/California Milk Processor Board “Bruja”
ADVERTISER: California Milk Processor Board
AGENCY: Grupo Gallegos
MEDIA: Grupo Gallegos
RESEARCH: MOLA Market Research, New American Dimensions, NovaQuant
Download Case Study »

PACKAGED GOODS

GOLD

“The Orange Underground” Cheetos
ADVERTISER: Frito-Lay
AGENCY: Goodby, Silverstein & Partners
MEDIA: OMD
RESEARCH: OZA, NeuroFocus, Christopher Noxon, Ipsos ASI, Sensory Logic
Download Case Study »

SILVER

“Open for Fun” RITZ CRACKERS
ADVERTISER: Kraft Foods
AGENCY: Euro RSCG Worldwide
MEDIA: MediaVest, Digitas
DIGITAL: Razorfish
RESEARCH: Razorfish
Download Case Study »

PERSONAL CARE

GOLD

“Next BIG Thing – Lashblast Mascara” CoverGirl Cosmetics
ADVERTISER: Procter & Gamble
AGENCY: Grey Worldwide
MEDIA: MediaVest
RESEARCH: TNS Global, Ipsos ASI
Download Case Study »

SILVER

“Couples Campaign” K-Y® YOURS+MINE®
ADVERTISER: Johnson & Johnson
AGENCY: Mother New York
MEDIA: Universal McCann J3
RESEARCH: Ipsos-ASI, VS Research, TNS, PRS, New Solutions
Download Case Study »

RETAIL + E-tail

GOLD

“Continental Airlines Strategic Online Optimization” Continental Airlines
ADVERTISER: Continental Airlines
AGENCY: Kaplan Thaler Group
MEDIA: MediaVest
RESEARCH: MediaVest
Download Case Study »

SILVER

“Walmart’s Earth Month 2008” Walmart
ADVERTISER: Walmart
AGENCY: The Martin Agency
MEDIA: MediaVest
RESEARCH: Dr. David Whitlark of Brigham Young University, Knowledge Networks, the ARS Group
Download Case Study »

SPORTS+ENTERTAINMENT+MEDIA

GOLD

“Where Amazing Happens” National Basketball Association (NBA)
ADVERTISER: National Basketball Association (NBA)
AGENCY: Goodby, Silverstein & Partners
RESEARCH: MotiveQuest, MarketTools, VisionCritical
Download Case Study »

SILVER

“In Plain Sight” USA Network
ADVERTISER: USA Network
AGENCY: USA Network
MEDIA: Fallon
Research Firms: USA Network, Research Results, OTX
Download Case Study »

About the 2009 Ogilvy Awards

The awards were inspired in 1993 when Coca-Cola sought our help in integrating research into their advertising development process. So successful were the process and results, even the creative agencies embraced it. Thus were born the awards.

Over the years, there have been more than 200 finalists, among them the top advertisers, research companies and advertising agencies in the world. We laud their victories, and look forward to adding our 2008 winners to the coveted list of Ogilvy Award recipients.

The ARF Ogilvy Awards are made possible through the continued sponsorship of Microsoft Advertising. Microsoft supports the ARF David Ogilvy awards as a unique means of generating real learning through the sharing of knowledge.

New in 2009 – Addition of Multicultural Award

The ARF introduces the addition of a Multicultural Category to the 2009 Ogilvy Awards. This award will recognize the best research-driven campaign specifically developed to target a specific ethnic market such as African-American, Asian-American and Hispanic. Spearheaded by David Burgos, VP Multicultural Practice, Millward Brown and co-chair of the ARF Multicultural Advertising Council, this award will highlight to the industry how research contributes to the development of culturally relevant campaigns and how these efforts resonate with their intended audience. Burgos states “Adding the Multicultural category to the David Ogilvy Awards is a natural progression as multicultural research continues to play an important role in advertising. The addition of this new category reflects the fact that the multicultural segment is one of tremendous growth and purchasing power and requires targeting strategies and campaign development that work in tandem with the mainstream rather than in silos”.

Who won in 2008?

All about 2008 Ogilvy Awards »



Re:think 2009 – ARF Annual Convention + Expo

March 30, 2009

3.30.09–4.1.09
Marriott Marquis – New York City

The world is imploding. Money is tight. Volatility and fear are real. Proven approaches are rare, and research is two years behind consumers. A seismic sea change in ad/marketing research is underway, experience that change in action as industry thought leaders chart the new course at Re:think 2009.

It’s time to re:think research or risk obsolescence. It’s time to shift from mind-numbing numbers crunching to mind-expanding consumer listening. It’s time to be the fittest and make marketing decisions that go beyond survival.

pdf Big Questions Demand Smart Answers »

The world is imploding. Money is tight. Volatility and fear are real. Proven approaches are rare, and research is two years behind consumers. A seismic sea change in ad/marketing research is underway, experience that change in action as industry thought leaders chart the new course at Re:think 2009.

It’s time to re:think research or risk obsolescence. It’s time to shift from mind-numbing numbers crunching to mind-expanding consumer listening. It’s time to be the fittest and make marketing decisions that go beyond survival.

pdf Big Questions Demand Smart Answers »

Re:think 2009

Re:think 2009
More Re:think 2009 and Expo images on Flickr »

3 Seminal Days – 3 Change-Defining Issues

No one can predict the future, but preparation is everything. Re:think 2009, The ARF 55th Annual Convention + Expo, is the place where needs meet solutions. Where forward-thinking companies are gathering for three seminal days on three transformative issues essential to the systemic change advertisers, agencies, media and research companies must make now. For full program details visit Re:think Program.

Day 1
Research Transformation – The Necessary Future

Is traditional research irrelevant? Will research be on life support by 2012? Lightspeed technology innovations are driving research transformation, yet 80% of research is spent looking backward. Intelligent fact-based research is needed more than ever. If Google may soon be the biggest research company, how will traditional research companies compete?

New data feeds and predictive pipelines are out there ready to harness. Learn from leaders using them for whom there is no status quo. Master the groundbreaking research solutions redefining market research now.
View Program »

Day 2
360° Media and Marketing – The New Lens is Human

Simply put: if consumer knowledge is not driving your marketing decisions, you will fail. Multi-platform, multi-media means multi-choices, making it more imperative than ever to build people-centered plans with strategic precision. The gap between consumer connectivity and smart-power research is huge and growing. Connecting is everything, and success depends on new tools, new technologies and new models that put the human at the center of marketing.
View Program »

Day 3
Innovating Innovation – Moving Beyond New and Different

A how to primer from the prime movers of innovation. Forward-focused advertisers and thinkers speak out on the process, thinking and tools that they’re using to transform research from reactive to proactive, from post-emptive to pre-emptive, from passive data collection to consumer-imprinted research.
View Program »

Stop Playing Consumer Catch Up

Strategic inflection is here – the tipping point where errors are fatal and structural change is imperative. Re:think answers this critical need with strategic solutions:

• 20+ forward-focused innovators from every sector of the industry speak out.
30+ Key Issue Research Forums on new business critical issues.
• 2000+ industry leaders all under one roof. Learn, share and innovate at the industry event of the year.

Listen + Learn from Pros and Provocateurs

Dr. Gary Flake, Microsoft Live Labs • David Verklin, Canoe Ventures • Alan Wurtzel, NBC Universal • Donna Goldfarb, Unilever Americas • Susan Wagner, Johnson & Johnson • Dr. Bob Deutsch, Brain Sells • David Calhoun, The Nielsen Company •  Susan Whiting, The Nielsen Company • Eric Salama, The Kantar Group • Bob Johansen, Institute For The Future • Dr. Romesh Wadhwani, Information Resources, Inc.• Jerry Wind, Wharton - SEI Center for Advanced Studies in Management • Jerry Zaltman, Olson Zaltman Associates • Dr. Drew Westen, Thinkscan.com • Google • Coca-Cola • Levi Strauss  and more to be announced!

Who’s Coming?

2000+ top tier corporate leaders, research leaders, marketers, futurists, change agents, technocrats and social scientists. This is the one conference  where world-class marketers, agencies and innovators mix it up in an intensive, no-thoughts-barred open exchange of information, ideas and innovation.

The Procter & Gamble Company, The Hershey Company, General Mills, Inc., Kraft Foods, The Coca-Cola Company, Wal-mart Stores, McDonald’s USA, Capital One, Novartis, Johnson & Johnson, McNeil Consumer Healthcare, Draft FCB, Leo Burnett USA, DDB Chicago, Scripps Networ ks, Conde Nast Publications, Discovery Communications, Thinkscan.com, Synovate, Knowledge Networks and Insight Express will be there – shouldn’t you?

2009 Participating Companies

3iying • A&E Television Networks • AAA • AAAA • ABC Television • ACNielsen • Ad Council • AD Fax Media • Adcentricity, Inc. • Advertising Age • Advertising.com • Aeffect, Inc. • Agent 16 • Aip New York Co.,Ltd. • American Express • Anderson Analytics, LLC • Angus Reid Strategies • Annik Technology Services • AOL • Arbitron • Arbor Inc. • Arbor Strategy Group, GfK Strategic Innovation • Around Marketing srl • Asatsu-DK Inc. • Association of Directory Marketing, Inc. • Attensity • Avon Bain & Company, Inc. • Ball State University, Center for Media Design • Bayer Corporation • Berenhaus Research Solutions • Biap Inc. • BIGresearch, LLC • Blueocean Market Intelligence • BP • Brain Sells • BrainJuicer • Brand Keys, Inc. • BrandAsset Consulting • Braun Research, Inc. • Bridleen Group • Bromley Communications • Bruzzone Research Company • BunchBall • Burrell Communications • Butler/Till • BuzzBack • BzzAgent • C & C Market Research • C3Research LLC • Cablevision • CafeMom • Campbell Soup • Campbell-Ewald • Canoe Ventures • Capital One • Carat • Cartoon Network • Casale Media • CBS Corporation • CfMC Research Software • Chase Cardmember Services • Children's Television Workshop • CINT AB • Cisco Systems • CitiCorp • Citigroup • ClickZ • Coca-Cola • Cohber Press • Colgate-Palmolive Company • Collective Intellect • Communispace • Compete, Inc. • comScore. • CondeNast Publications • Consorte Media • Consultancy • Consultant • Consumer Insights • Converseon • Conversition Strategies, Ltd. • Crispin Porter + Bogusky • Crowd Science • Cymfony, Inc. • Data Development Worldwide • Datascension, Inc. • Datran Media • DDB Chicago • Decipher • Decision Insight • Dentsu Inc. • Didit • Directions In Research • Directions Research Inc. • Directive Analytics • Discovery Communications • dki • DMS Research • Dow Jones & Company, Inc. • Draft FCB • Drumcircle • dunnhumbyUSA • Dynamic Logic • E*TRADE Financial • econsultancy.com • EFG, Inc. (European Fieldwork Group) • Eli Lilly & Company • EMI Surveys • Emotion Mining Company • Emsense Corporation • Encuesta, Inc. • Engage Research • EPM Communications • E-Poll Market Research • e-Rewards • Erinmedia • Ernst & Young • ESPN • ESPN Research • Estee Lauder Inc. • E-Tabs Limited • Eurodata TV Mediametrie • Experian Simmons • Fabris Media Marketing Services • Facebook • Fidelity Investments • Fieldwork Inc. • Flynn Wright • Fox Interactive Media • Frito-Lay, Inc. • G2 • Gabriela Fernandez Consultant • Garcia Research Associates Inc. • Gazelle International • Gee Yee Inc • General Electric • General Mills, Inc. • GfK • GlaxoSmithKline • Global Ad Source • Global Market Insite • Global Market Research Group • GlobalHue • Glossa Consulting • GoIP Global Inc • Google, Inc. • Greencard Creative • Greenfield Consulting Group • Greenfield Online • GroupNet • GSS Insight • Hall & Partners USA • Harris Interactive • Harval • Hasbro • HCD Research, Inc. • Heineken USA • Herd Consulting • Hill, Holliday Advertising • Hispanic Research & Consulting Svcs. • Horowitz Associates • Huffington Post and Marketing Insider News • Hypothesis • IAB • IBM • I-COM • iModerate • iMotions • Information Alliance • Information Resources, Inc. • Infosurv Inc. • Innerscope Research, LLC • Inside Research • Insight Research Group • InsightExpress • Institute for the Future • INTAGE, Inc. • Integrated Media Measurement, Inc. (IMMI) • Interface Asia • InterNap, Inc. • International Newspaper Marketing Association • Ipsos ASI • Ipsos Mendelsohn • IRI • ISA New York • Isaac Mizrahi • ITVX • IWD Market Research • J. D. Power & Associates • Jack Myers Report • Jay Luttrell Associates LLC • Johnson & Johnson • JWT • Kantar Group • Kantar Media Research • Kantar Operations • Keller Fay Group • Kimberly-Clark Corp. • Knowledge Networks • Kraft Foods, Inc. • KS&R Laboratory • LAMAC • Leo Burnett USA • LEVEL • Levi Strauss & Co. • Lightspeed Research • Linkfluence • Liz Claiborne Inc. • Longwoods International • LTF Media • Luth Research Inc • LWR, Inc. • M:30 Communications • Macy's • Marcus Thomas LLC • Marketecture • Marketing Accountability Partnership • Marketing Evolution • Marketing Research Professionals • Marketing Science Institute • Marketing Systems Group • MARKETINGVOX.COM • Marketplace Measurement Worldwide • MarketTools, Inc. • MASMI Research Group • Massachusetts Institute of Technology • McDonald's USA, LLC • McGraw-Hill Inc. • McKinsey & Company, Inc. • McPheters & Company, Inc. • Media Monitors LLC • Media Post • MediaEdge:CIA • Mediamark Research & Intelligence, LLC • MediaPost Communications • MediaVest • MediaVest Worldwide • Memolink • Meredith Corporation • MetLife, Inc. • MetrixLab • Microsoft • Microsoft Advertising •  Millward Brown • Millward Brown USA Inc. • MindShare • Mphasize, LLC • MRA • MS&L • MTV Networks • Multichannel News • Myers Publishing • MyPoints.com • MySpace • Nash Finch Company • National Football League • Navic Networks • NBA • NBC Universal • NBC, Inc. • Netpop Research LLC • Netvibes • Neurofocus • NeuroFocus, Inc. • Neuro-Insight Pty Ltd • New American Dimensions • New York Times Digital • Next Venture • Nickelodeon • Nielsen Buzz Metrics • Nielsen Entertainment • Nielsen IAG • Nielsen In-Store • Nielsen Media Research • Nielsen Mobile • Nielsen Online • NielsenConnect • Nine Network Australia • NODO Market Consulting • Northwestern University • Novartis • Now What Research • Nu Vista Strategies • Ocean Spray Cranberries, Inc. • Ocucom • Ogilvy & Mather, Inc. • Olson Zaltman Associates • OMD • Omniture • Opinion Access Corp. • Opinionlab inc • OpinionLab, Inc. • Optimum Select • OTX • Paramount Pictures • Parker Marketing Research • Peanut Labs, Inc • PepsiCo • Perception Research Services • Petsky Prunier LLC • Pine Lake Solutions, LLC • PM Group Inc. • Podtrac • Polish Academy of Sciences • Post Foods • PQ Media • Professional Coaching Network • Professional Global Marketing Data Services • Promo Magazine • Prudential • Pursuit • Quantcast • Questus, Inc. • QUICK TEST/HEAKIN • Quirks Marketing Research Review • Radian6 • Rapp Collins Worldwide • Razorfish • Red Dot Square Solutions • Research International • Research Now • Research One • Revelation Inc • RFL Communications, Inc. • RGA • Ripple6 • Rosetta Stone • RPA • Saatchi & Saatchi • Sachs Insights • Sands Research • Sapient • Scarborough Research • Schematic • Schering-Plough Corp. • Schlesinger Associates, Inc. • Scientific Telephone Samples • Scripps Networks • Seneca College • SensoMotoric Instruments • Sequent Partners • Sesame Workshop • SmartRevenue • Smith Hanley Associates, Inc. • Snap Surveys • Snippies • Sorensen Associates Inc • Spark Communications • Spike TV • Sports Technology • SPSS Inc. • SQAD Inc. • Starcom Mediavest Group • Starcom Worldwide • Strategic Alternatives, LLC • Strategic Publications, L.L.C. • Strategy & Tactics • Subway Franchisee Advertising Fund Trust • Survey Sampling International • Surveys & Forecasts LLC • Surveywriter • Symmetrical • Synovate • Target • Taylor Nelson Sofres (TNS) • Television Bureau of Advertising • Telmar Informations Services Corp. • The Coca Cola Company • The CW Television Network • The Ephron Consultancy • The Hershey Company • The In-Store Marketing Institute • The Kantar Group • The Martin Agency • The New York Times • The Nielsen Company • The NPD Group, Inc. • The Procter & Gamble Company • The V.E.R.T. Group • The Wall Street Journal • The Weather Channel • The Wharton School • Theorem • Thinkscan.com, LLC • ThinkVine Corporation • Thoroughbred Research Group • Time Inc. • Time Warner Global Media Group • TiVo • TNS • Tobii Technology • Traffic Audit Bureau • Transition Strategies Corporation • Turner Broadcasting System Inc. • TVB of Canada • Unilever • United Sample, Inc • United States Postal Service • Universal McCann • University of Texas-Dallas • Uniworld Group, Inc. • USA Today • USC Marshall School of Business • VCU Brandcenter • VH1 • Video Research USA, Inc. • Visible Technologies • Vision Critical • Vivaldi Partners • VMS • Voter Consumer Research • Wal-Mart Stores, Inc • WARC • Western Wats • Wm. Wrigley Jr. Company • WPP Group PLC • Wyeth Pharmaceuticals • Yahoo! • Young & Rubicam Advertising • YouTube

View past event »



2009 ARF Industry Leader Forum - San Francisco

January 27, 2009

Come and Experience Your Own Transformation

A One-Day Workshop

January 27th, 2009 • Bently Reserve, San Francisco

Tap into the flow of consumer conversations and behavior. Hear how it is changing existing approaches to research. Learn how to impact your marketing and research. Leave with not only knowledge, but tools.

ILF image

On October 29th, over 200 research and marketing leaders assembled in New York and the way they thought about research was transformed. This sold-out event illustrated the industry opportunities as listening redefines the future of research.

88% of New York respondents said that they would recommend the event to their colleagues.

The good people at The ARF are enthusiastic about changing research into listening – and the goal of listening is to make people’s lives betters. We need this kind of transformation to regain trust in our organizations and return to a time of economic stability. A great beginning. A movement I want to be a part of.”

It’s exciting that the industry is finally embracing “listening” as a powerful new means to gain insight and complement traditional research. The event provided a great introduction to what’s being done successfully already to get everyone thinking about next steps.”

Helped change my worldview about the state of research and where we are headed ...”

The transformation continued in San Francisco on January 27th:

  • Facebook and Millward Brown in Industry Perspectives Panel
  • Charles Schwab discussed how they are Listening to the Voice of their Customers to stem attrition, increase share of wallet, and solidify customer loyalty in this difficult economic environment
  • Kim Dedeker of P&G was the keynote, sharing her views and issuing a clarion call on the transformation she believes is needed to keep the research industry relevant and valuable to advertisers
  • Joel Benenson, pollster for Barack Obama, Founding Partner & President, Benenson Strategy Group and Co-Founder, iModerate, will provided insight into why we need to move beyond norms and challenge some of our current research assumptions 
  • Michael Perman from Levi Strauss shared proven storytelling methods for effectively communicating research results
  • Pete Blackshaw, Nielsen Online, one of the true innovators in this space, shared a vision of how organizations must embrace a listening culture and what that means
  • Stephen Kim from Microsoft described how analysis of digital behavior leads to powerful insights into creating contextual relevance
  • The ARF updated attendees on its “Research Transformation” initiative, the proposed new mission, vision, and scoping for research and how those in attendance can benefit
View past event »