September 26, 2024 | 9:00am-9:00pm ET | LIVESTREAM & In-Person

Creative Effectiveness | 10:00am-5:00pm ET | LIVESTREAM & In-Person

David Ogilvy Awards Ceremony | 5:30-9:00pm ET | In-Person

MORE DETAILS INCLUDING SPEAKERS AND AGENDA WILL BE AVAILABLE SOON.

Reclaiming Creativity in the Age of AI

Overview

Inspiring creativity is a cornerstone of producing great work and one of the more rewarding elements of the insights function. Judging creativity can be complex, as it often involves both subjective and objective components. While expert evaluations and consensual assessments are commonly used, quantitative approaches like divergent thinking tests and objective metrics also play a role. Does being creative matter or does it serve a different purpose?  

What does creativity mean in the era of AI? Recent studies from the MIT Technology Review, Psychology Today and University of Arkansas suggest that AI is actually more creative than humans. Yet the role of insights professionals is crucial because we bring contextual understanding, ethical considerations, strategic decision making as well as well as critical thinking and skepticism to the creative process. 

What happens when ads go wrong? If data supports creative decisions, is it less risky? How does data affect the creative? How do brands stay cutting-edge without being too hazardous? 

At ARF’s third annual Creative Effectiveness conference on September 26 at the Tribeca Rooftop in NYC, we will discuss and debate these questions around reclaiming creativity in the age of AI. Brand, agency, media and research sages will showcase examples of how they are stimulating and measuring creative with various approaches and tools.  

Following the conference, the ARF David Ogilvy Awards will take place where we will honor research- and insights-driven advertising. Join us for the conference during the day as well as the evening celebration.  

Learn More about the ARF David Ogilvy Awards.

 

Pedr Howard
Head of Creative Excellence, Ipsos North America

Vita Molis
Head of Advertising Research, NRG

Nora Vulaj
Research & Insights Manager, TikTok

Scott McDonald, Ph.D.
CEO & President, ARF

Michael Ellgass

EVP Global Media, CPG and Retail, Circana

Monica Longoria

Head of Marketing Insights, LG Ad Solutions

Raymond R. Burke

E.W. Kelley Professor of Business Administration Indiana University, Kelley School of Business

Erin Mitten

Analytics Manager, Arc Worldwide

E. J. Schultz

News Editor, Ad Age

Stephanie Pegler

eCommerce/omnichannel Marketing Director, PepsiCo

Jaclyn Williams

Research & Insights Manager, North America & Global Functions, TikTok

Brett R. Gordon

Professor of Marketing, Kellogg School of Management, Northwestern University

Jaime Martin

Managing Director, Commerce at GroupM's Mindshare

Bharath Gaddam

Founder and CEO,
Data POEM

Caroline Liu

Head of Insights & Analytics, Walgreens Advertising Group

Brendan Light

Global Head of Virtual Experiences, Ipsos

Keith Smith

Research Director, MSI

Earl Taylor

Chief Knowledge Officer, MSI

Scott McDonald, Ph.D.

President & CEO,
ARF

Paul Donato

Chief Research Officer, ARF

AGENDA

9:00-10:00am Check-In + Breakfast
10:00am-5:00pm Creative Effectiveness Content (includes breaks and lunch)
5:00-6:30pm Cocktail Hour 
6:30-8:00pm Awards Reception + Dinner
8:00-9:00pm After Party
 

Creative Effectiveness Sponsors

David Ogilvy Awards Sponsors

PRICING

Creative Effectiveness David Ogilvy Awards COMBO
IN-PERSON
MEMBER $599 $499 $699
NON-MEMBER $799 $699 $899
Creative Effectiveness David Ogilvy Awards
LIVESTREAM
MEMBER $299 N/A
NON-MEMBER $499 N/A
 

Group discounts available – inquire with registration@thearf.org.

REGISTER FOR CREATIVE EFFECTIVENESS

In-Person

$ 599 Member
  • Non-Member: $799
  • Member Creative Effectiveness & DOA Combo - $699
  • Non-Member Creative Effectiveness & DOA Combo - $899

Livestream

$ 299 Member
  • Non-Member: $499

REGISTER FOR David Ogilvy Awards

In-Person

$ 499 Member
  • Non-Member: $699
  • Member Creative Effectiveness & DOA Combo - $699
  • Non-Member Creative Effectiveness & DOA Combo - $899

Group discounts: 10 for tables (buy 10 seats get one free). 

To further, through research, the scientific
practice of advertising and marketing

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