*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.

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
 

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 »

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!

*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!
 

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
 

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
 

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
 

*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!
 

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!
 

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!
 

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
 

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
 

*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!
 

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.
 

**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!
 

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 Frameworking^SM 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
 

*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
 

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!

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 24^th 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.
 

*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!

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

*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!
 

*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!
 

*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!
 

*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!

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!

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!
 

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!
 

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!
 

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!

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 is Proud to Participate in the Advertising Week Data Congress!

Wednesday, October 3, 2012 • 3:00–6:00pm
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.

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
 

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.

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
 

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, 6^th 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.
 

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!

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!

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
 

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, 14^th 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

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:

• Are Buyergraphics Predictable?
• Demystifying Cross-Platform Advertising
• How Advertising Works in Out-of-Home Settings
• Optimized TV Media Planning in the DVR World
• Radio in Marketing Mix Models
• Can You Capture the Social Media Fly?
• Measurement of Return of Marketing Investment
• Real-time TV Conversion Tracking
• Satellite Intelligence and Biomimicry
• The Perfect Mom Paradox
• Women and Social Media Trends

We hope you can join us for Audience Measurement 8.0!

 

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

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.

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.

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

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.

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 Rewards™ Credit 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!

 

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

 

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.

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

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

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.

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.
 

’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

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

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

How Different Segments are Using Social and Mobile Media

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

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

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

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

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!

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.

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!

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.

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.

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

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.

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.

Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards annually celebrate his spirited advocacy of research in making good advertising better.

Submit your entry to the 2011 Ogilvy Awards
Download Entry Kit »

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 »

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
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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
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Glimpse the Future Now, The Intercultural New Mainstream, Measuring Online Video in the UK, interviews with key influentials, and more on Scribe Media.
View »

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

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

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.

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  »

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 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.

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 »

Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards annually celebrate his spirited advocacy of research in making good advertising better.

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.

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.

Big Questions Demand Smart Answers »

Come and Experience Your Own Transformation

A One-Day Workshop

October 29, 2008 • New York Athletic Club • New York City

On July 15, 2008, magic happened at the ARF.  A meeting of industry thought leaders was convened, rather innocently, to discuss a subject growing in importance for marketers. That subject was “listening” to the millions of organic online conversations that go on each day among consumers about brands, companies, products and services.

The 15 industry leaders that participated reflected the importance of the topic. They included leaders from P&G, General Mills, Nielsen, ESPN, Millward Brown, Unilever, Avenue A Razorfish, Digitas and others.

The day was moderated by Joel Rubinson, ARF Chief Research Officer, and began with an exploration of new tools to enable intelligent listening and the application of the insights gleaned.

After about 90 minutes, the group realized that they were onto something much bigger than a new toolkit. In fact, they were onto an organizational transformation built around the concept of listening – a new vision for the research function.

The group heard comments like “research as we know it will be on life support by 2012”…”80% of research is about testing and validation and much of that is wasted”…”research can code the meaning out of a response”…

This Industry Leader Forum will open up the discussion of this topic to another 100 invited industry leaders. The day will include a keynote address from Kim Dedeker of P&G; listening case histories from General Mills and Unilever; and breakout sessions focused on the how to leverage listening to build your brand including topics like:

• How to listen
• How to be sure that what you are hearing can be acted upon with confidence
• How to measure the impact of the action you take based on your listening insights.

Join us on October 29 and undergo the transformation yourself. For you, as for all fifteen leaders participating in the July 15 meeting, the future of research in your company will never be the same.

 “I had a very busy schedule that week and almost decided not to come to the meeting.  But I did attend.  And, after a couple hours, I realized that the future of research at ESPN would never be the same.”
Artie Bulgrin – SVP Research and Sales Development, ESPN

Epilogue – Artie shared the meeting summary with his ESPN research staff and they all agreed to change the way they approach research … shifting more resources to “inspiration” rather than “validation” … for example.

The ARF presents an industry-transforming workshop on "Listening."

The ARF's Audience Measurement 3.0 examined the most urgent industry measurement need – getting out in front of the consumer. The challenge for audience measurement is keeping up with the consumer, not technology.

AM 3.0 Video Download »

The ARF honored outstanding research minds in the industry – rising stars, research innovator and important contributors to the field.

More than 500 companies from the industry were asked to re-think their marketing mix, their customer and the role of research to improve their marketing effectiveness. Re:think tackled the tough issues facing marketers and advertisers today.

Rapid-fire marketplace changes. Empowered consumers. Diverse and diffused media choices. Competing metrics. Compressed time. Greater accountability for greater returns. This is the demanding world of advertising and marketing where one uninformed decision can mean the difference between profit and loss. The 2008 ARF Annual Re:think tackled the tough issues facing marketers and advertisers today.

More than 500 companies from the industry were asked to re-think their marketing mix, their customer and the role of research to improve their marketing effectiveness.

This Year’s Big Thinkers, Marketers and Change Agents:

Alan Wurtzel, President, Research & Media Development, NBC Universal • Sean Bratches, EVP, ESPN • the Co-founders of Anomaly, 3iying and Naked Communications • The Big 4 Global Research CEO’s – Nielsen, TNS, Kantar & GfK • David Kenny, Chairman/CEO, Digitas • Political pollsters John Zogby and Joel Benenson • Stan Sthanunathan, Coca-Cola • Stephen Kim, Microsoft • Jeff Levick, Google • and more to be announced!

3 Insight-Packed Days on 3 Business-Critical Issues

Day 1 – Re:think Digital Strategies »

Day 2 – Re:think Research Quality »

Day 3 – Re:think the Consumer »

Get Clear or Get Left Behind

• Re:think is where new proprietary research findings were unveiled in 30+ key issue forums.
• Re:think was where industry leaders and innovators like Coca-Cola, Motorola, Google, Yahoo, Visa, P&G and Microsoft revealed new insights.
• Re:think was the only conference in the business where everyone including 2000+ top-tier advertisers, agencies, media, research and interactive shops mixed, mingled and challenged the status quo.

The ARF Annual Re:think is the networking event of the year.

Re:think is the only forum that draws top tier Fortune 500 global decision-makers from every sector in the industry – advertisers, agencies, media, research and interactive shops – all under one roof. More than 2000+ senior-level industry leaders were there on March 31–April 2, 2008.

2008 Participating Companies
1 to1 Media Publications • 20th TV & MyNetwork • 3iying • AAAA • AAAA • Abbott Research & Consulting • ABC / KGO-TV • ABC National TV Sales • ABC National TV Sales • ABC Radio Networks • Accenture • ACNielsen • Ad Council • Advertising Age • Analytic Partners • Anomaly • AOL Media Networks • Applied Science Labs • Arbitron Inc. • Asatsu-DK Inc. • Association of Directory Marketing • Audit Bureau of Circulations • Avenue A | Razorfish • Barkley • Baruch College • Bayer Consumer Care • BBM Canada • Benenson Strategy Group • BIGresearch • BNResearch • Brand Keys, Inc. • Brandimensions • Bromley Communications • Bruzzone Research Company • BtoB Magazine • Burrell Communications • C & C Market Research • Cambiar LLC • Campbell  Soup • Campbell-Ewald • Canadian Out-of-Home Measurement Bureau • Capital One • Carat • Center for Media Design • CfMC Research Software • Chaines Tele Astral • Cisco Systems • CitiCorp • Claritas • ClickZ • CNET Networks, Inc. • CNN • Coca-Cola Global • Comcast Spotlight • Comedy Central • Common Knowledge • Compete, Inc. • Compete, Inc. • comScore Media Metrix • comScore Networks, Inc. • comScore, Inc. • ConAgra Foods • CondeNast Publications • Cunningham Research Group, Inc. • Decipher • Decision Analyst, Inc. • Digitas, Inc. • Directions Research Inc. • Discovery Communications Inc. • Discovery Research • DMS Research • DoubleClick Inc. • Draftfcb • Dynamic Logic • Eastman Kodak Company • Edison Media Research • Ehrenberg-Bass Institute for Marketing Science • EMI Surveys • Empower Media Marketing • EmSense • EmSense • energy BBDO • ESPN • ESPN Research • Facebook • Factor TG • Fidelity Investments • Fordham Univ. - Grad. Schl. Of Business • Gartner Research • Genactis, Inc. • General Mills, Inc. • Georgia State University • GfK AG • GfK Custom Research France • GfK Custom Research North America • GfK Marktforshung • GfK U.S. Healthcare Companies • GlaxoSmithKline • Global Market Insite, Inc. • Global Market Insite, Inc. • GMI • GMO Research Inc. • Google, Inc. • Greenfield Consulting Group • Greenfield Online, Inc. • Groupe Voxco, Inc • GSW Worldwide • Guideline New York • Hakuhodo Inc. • Hall & Partners USA • Hallmark Cards Inc. • Hanes Brands • Harrah's Entertainment • Harris Interactive • HCD Research, Inc. • Herd Consulting • Horowitz Associates • Hoyt Publishing Company • i.think inc. • IBM • iMotions • Informa Research Services • Information Alliance • Information Resources, Inc. • Infotools • Inside Research • InsightExpress • Interactive Market Systems • Interface ASIA • Inventiv Communications • Invoke Solutions • Ipsos Australia • IPSOS Media • Ipsos-ASI, Inc. • J.D. Power & Associates • Johnson & Johnson o Merck • Keller Fay Group • KMR • Knowledge Networks • Kraft Foods, Inc. • KS&R • Leichliter Associates • Lifetime Television • Lightspeed Research • Luth Research Inc • Macromill Inc. • MAGNA Global USA • Management Science Associates, Inc. • Marcus Thomas LLC • Marketing Accountability Partnership • Marketing Evolution • Marketing Systems Group • MASMI Research Group • Media Instruments SA • Media Trust  / LWR, Inc. • Mediamark Research, Inc. • Media-Screen • MediaVest • Meredith Corporation • Microsoft • Microsoft Canada • Microsoft Digital Advertising Solution • Microsoft Digital Advertising Solution • Miller Brewing Company • Millsport/The Marketing Arm • Millward Brown • Mind World • MindShare • Monster • Morpace International, Inc. • Moskowitz Jacobs Inc. • Motorola • MPG • MRA • MSW Research • MTV Networks • Multichannel News • Naked Communications • NBC Universal • Nickelodeon - MTV Networks • Nielsen Media Research • Nihon Keizai Shimbun • Nikkei Advertising Research Institute • Northwestern University • NPR • Ogilvy & Mather, Inc. • OMD • Online Publishers Association • Opinion Factor, Inc. • OTX • Peanut Labs, Inc • PepsiCo • PhaseOne Communications • PHD USA • Phoenix Marketing International • Polish Academy of Sciences • Prudential Advertising • Public Opinion Strategies • QUICK TEST/HEAKIN • Quirks Marketing Research Review • Rabid Research • Rentrak Corp. • Research International USA • Research Now • RFL Communications, Inc. • RJS Associates, Inc. • Rosetta Stone LTD • Rubin Postaer & Associates • Saatchi & Saatchi New York • Salt River Project • Scarborough Research • Scripps Networks • Seneca College • Sequent Partners • Shell Lubricants • Simmons, An Experian Company • Smith Hanley Associates, Inc. • Spark Communications • Starcom Mediavest Group • Survey Sampling International • Survey U / Globalpark • Surveywriter • Syndicated Network Television Association • Synovate • Target Research Group Inc. (TRG) • TAXI Design Network • Television Bureau Of Canada • Telmar Group Inc. • TGI Latina • The American Legacy Foundation • The Arizona Republic • The Arizona Republic • The ARSgroup • The Coca Cola Company • The Council for Marketing and Opinion Research • The Customer Equity Company • The Kantar Group • The New York Times • The Nielsen Company • The NPD Group, Inc. • The Olive Garden • The Procter & Gamble Company • The Weather Channel • Thoroughbred Opinion Research • Time Inc. • Time Warner Global Media Group • Tivo • T-Mobile USA • TNS • Tobii Technology • Turner Broadcasting • TV Land • TVB of Canada, Inc. • U.S. Census Bureau • Unilever • Unilever Home & Personal Care - USA • United States Postal Service • Universal McCann • University of Tecnologico de Monterrey • USA Today • USA Weekend Magazine • VH1 • Vision Critical Inc. • Vizeum Norway AS • Voice of America • Vovici • Wal-Mart Stores • WARC • Warner Bros. Home Entertainment • Washington Mutual • Willoughby Partners • Wisconsin Lottery • Yahoo! • Young & Rubicam Advertising • ZDNet • Zenith Optimedia • Zogby International