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For Immediate Release

 Jose Miguel Sokoloff, Who Brought Peace to Colombia Through Advertising, Joins ARF Annual Conference Keynote Line-up

New York, NY, January 12, 2017 – Jose Miguel Sokoloff, an award-winning creative who leads one of the most renown Latin American agencies, will be a keynote speaker at The Advertising Research Foundation’s (The ARF) Annual Conference, which will be held March 20-21, 2017 in New York City.

Jose Miguel is the President of MullenLowe Group’s Creative Council, Chief Creative Officer and Co-Chairman of MullenLowe SSP3 in Colombia. He has been inducted into the Advertising Hall of Fame his agency was a triple Cannes Grand Prix Winner in 2011 for the campaign with the Colombian Ministry of Defense.

The Colombian Government gave him a daunting task: Launch a campaign to end the country’s 52-year war by using an effective communication and advertising strategy. The goal was to persuade guerillas to lay down their arms and leave the jungle without firing a shot. By understanding the guerillas on a human level, Jose uncovered a unique insight. This inspired their campaign, “Operation Christmas”, where Christmas lights were placed on trees in the jungle of the guerilla’s territory. The effect was a powerful one: it truly touched the guerillas’ hearts and 300 demobilized. Since then, subsequent campaigns have been deployed and over 14,000 guerillas have been demobilized.

The identification of key insights lead to the realization of Jose’s successful strategy and campaign. The ARF recognizes the importance of insights, which is reflected in this year’s Annual Conference theme: “Unlocking Advertising Insights”. The event will showcase industry-winning case studies and original research as well groundbreaking insights to develop great creative. The conference has been attracting a unique and diversified community of advertising practitioners for over 60 years: from advertisers, to agencies, research firms, and media companies.

“We are so honored to have Jose Miguel Sokoloff as our closing Keynote,” said xxxxxx from The ARF, “he exemplifies how the sheer potency of creative advertising can change minds by appealing to humanity.”

About The ARF

The ARF is the only organization that creates and curates objective, original research through education, events, and networking for advertising practitioners. By providing leading-edge solutions and anticipating the industry’s challenges, we are trusted by over 400 member companies from leading brands, agencies, research firms, media, and tech. Our unique network enables us to generate relevant insights, provide a platform for members to share findings, empower members to make impactful marketing decisions, and challenge convention. We help our members be smarter faster and support them in being fearless leaders in their organization and in the future.

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Media Contact:
Touseef Mirza
The Advertising Research Foundation

432 Park Avenue South, 4th floor
New York, NY 10016