OCTOBER 4 @ 10:00 AM – 4:00 PM EDT
How Do You Stimulate Great Creative and Measure It?
Getting your creative right sets you up for media and measurement optimization.
On October 4, at our second annual Creative Effectiveness event, visionaries and experts will share their work and thinking about how to stimulate great creative and measure it.
(Agenda and sessions are subject to change).
Immediately after the event is the ARF David Ogilvy Awards reception — an opportunity to come together as a creative community and honor the teams behind insights-driven advertising.
Individual, group, combo, and streaming tickets (for Creative Effectiveness Content only) are available. Purchase your tickets today!
AGENDA AT A GLANCE
|9:00 – 10:00am||10:00am – 4:00pm||4:00pm|
|Registration & Breakfast||Cocktail Reception|
9:00-10:00am Registration & Breakfast
10:00 – 10:10am
Welcome & Opening Remarks
Scott McDonald, Ph.D. — President & CEO, ARF
10:10 – 10:25am
“Creative Quality”: Validating the Role of Creative in ROI
Strong creative quality will drive your business forward based on recent research by WARC and Kantar. Leverage this data to learn how to defend your investment in creative — both long and short term — across your marketing.
Carolyn Murphy — Vice President, Americas, WARC
10:25 – 10:50am
Creative Codes: Optimize Advertising Hooks to Keep Viewers Watching
Ninety percent of ad recall is captured within the first six seconds of an ad. Communicating the value proposition of your ad early and keeping your audience’s attention will drive view time and, ultimately, impact. Yet little is still known about what constitutes an effective hook. How can brands use creative elements to hook an audience in the first few seconds of viewing?
Vita Molis — Head of Research & Insights, NA & Global at TikTok
Rachael Ryan — Global Research & Insights Manager at TikTok
10:50 – 11:15am
Video Ad Testing: The Secret to Coldwell Banker’s Marketing ROI
Ensuring that every video ad campaign resonates with its audience and drives actionable results is key for Coldwell Banker. Their focus on programmatic creatives has allowed them to secure the #1 scoring creative in the real estate industry for 12 consecutive years. Discover how testing their video ads with iSpot.tv has proven to be successful in their creative process.
Peter Daboll — Chief of Strategy and Insights, iSpot.TV
David Marine — Chief Marketing Officer, Coldwell Banker
11:15 – 11:40am
How Truly Understanding Your Brand Drives the Best Creative
Learn how gaining a deeper understanding of the role DraftKings’ brands played in consumers’ lives provided valuable insights to shape how the brand was perceived.
Rachel Bergstresser — Partner, HawkPartners
Jesse Epstein — Partner, HawkPartners
Michael Shonkoff — Vice President, Brand and Sports Marketing, DraftKings
11:40am – 12:10pm
Using Theory to Understand AI Emotion Models
Deep learning models often prove to have good predictive accuracy. However, these models are often also viewed as opaque black boxes. Learn how incorporating theory about emotions involving images, music, speech, and text into AI can help alleviate concerns of generalizability by making machine learning models more explainable while still maintaining good predictive accuracy.
Hortense Fong, Ph.D. — Assistant Professor of Marketing at Columbia Business School
12:10 – 12:30pm
AI Strategy: Your Second Brain?
Generative AI is starting to transform workflows, but is it ready to take on a full-time agency job? Can tools really replace people? Or can they enhance human capabilities? Be privy to a Second Brain strategy tool demonstration and advance your AI-generated marketing strategy.
Alex Scott-Malden — Strategy Director, VCCP US
12:30 – 12:45pm
Fireside Chat: How Research and Analytics Can Drive Brand Transformation
Presentation of the CMO Award
The CMO Award is given to a C-suite leader who has embraced research, insights, and data analytics to drive growth, brand value, and better consumer experience. The recipient of this award has demonstrated an appreciation of the value of research, data and analytics in a variety of ways.
Recipient: Linda Lee — SVP, Chief Marketing Officer, Meals & Beverages, Campbell Soup Company
Accepting on her behalf: Lisa Zahn — Associate Director, Brand PR + Social Media, US Meals & Beverages, Campbell Soup Company
Interviewer: Scott McDonald, Ph.D. — President & CEO, The Advertising Research Foundation
1:45 – 1:55pm
Who Took the Fun Out of Advertising?
An investigation into why creativity in brand advertising has been declining for years.
Jason Chebib — GM, The Americas, System 1
1:55 – 2:25pm
Panel Discussion: Is Creative in Decline?
Many argue that creative is not what it used to be due to short-termism and a decline in ‘right brain’ creativity. The result? Brands are missing out on long-term effectiveness of their advertising. Evidence shows that creativity is most effective when it is emotional, distinctive and has longevity, bolstered by the right media support plan. Agency leaders weigh in about whether they agree that creative is in decline and what should be done.
Bianca Guimaraes — Executive Creative Director, Mischief
Katie Keating — Founding Partner & Co-CCO, Fancy LLC
Mark Piesanen — Chief Revenue Officer, CreativeX
Moderator: Jason Chebib — GM, The Americas, System 1
2:25 – 2:50pm
It’s Not Man Versus Machine: How Human Responses Make AI Better
When it comes to pre-campaign measurement, real human responses, augmented by AI predictive models, and assessed by creative experts, provide the best route to real world success. Explore how context and culture — which drive advertising relevance and empathy — can still only be reliably assessed by real people. Learn how AI was used to both create and measure assets, uncovering how integrating human perception is critical to quality.
Jillian Rice — Vice President, Ipsos Creative Excellence
2:50 – 3:15pm
From Great Idea to Effective Campaign
Explore how Infiniti partnered with Google to bring new brand messaging to life online. By leveraging measurement aligned to their goals, testing and executing best-practices around top ROI drivers, and using AI enabled media to maximize the impact, they were able to expand creativity at scale.
Sarah Olsen — Head of Measurement, Automotive, Google
Shelley Pratt — CMO, Director of Media Communications & Marketing, INFINITI
3:15 – 3:30pm
Proof of Lift: How Rapid RCT Pre-Testing is Redefining Creative Performance
As the number one driver of campaign success, understanding the impact of creative (and message choices within it) has always been a core need for marketers. Traditionally, this has been slow and difficult, requiring carefully managed post-campaign brand lift studies. As such, campaigns typically go ahead without much direct evidence of the potential lift they can cause. Recent advances in RCT (Randomized Controlled Trial) technology, however, are now delivering marketers quick-turn insights that prove lift from creative in controlled test environments.
James Slezak — CEO & Co-Founder, Swayable
Interviewer: Scott McDonald, Ph.D. — President & CEO, ARF
3:30 – 4:00pm
Putting Generative AI to the Test: ARF David Ogilvy Awards Predictions
Presented by the ARF Creative Council
The ARF Creative Council explored the ability of AI to predict the Grand winner of this year’s David Ogilvy Awards based only on written applications from 2022-2015. As a member of the Council, Ipsos volunteered to develop the model. A panel of experts will discuss the development of the model, what it predicted, and how well it succeeded in addition to how generative AI can be used to conduct research and provide insights on successful creative.
Ann Green — Greenlight Consulting LLC
Pedr Howard — Head of Creative Excellence, Ipsos US
Benoit Hubert — Chief Data Science Officer, Ipsos
Mark Truss — Chief Research Officer, Wunderman Thompson
Moderator: Terrance Taylor — Director, Charter Communications Operating, LLC
Scott McDonald, Ph.D. — President & CEO, ARF
4:00pm COCKTAIL RECEPTION
Immediately following the Creative Effectiveness Event will be the ARF David Ogilvy Awards.
Featured Creative Effectiveness Speakers