Scott McDonald became the CEO and President of The Advertising Research Foundation on March 1, 2017. With over 30 years of research experience solving pressing business issues, Scott is an ardent champion of high-quality standards. He has held senior research positions at leading global media companies, including 10 years at Time Inc., and 14 years Conde Nast. He also served as Chairman of The ARF from 2001 to 2002. His innovative work at the intersection of advertising research, traditional media, and the digital revolution reflects his roots in academia. Namely, McDonald earned his PhD in Sociology from Harvard University and has taught courses on media measurement, media economics, and monetization strategies at Columbia Business School for the past 18 years.
Chris Bacon is EVP, Global Research, Quality & Innovation at the ARF. He leads the Research Quality initiatives and leads The ARF’s Leadership Lab program. Since joining the ARF last year, he has shepherded publication of 3 research quality white papers in the Journal of Advertising Research, developed Mobile Research Quality best practice guidelines, and initiated the Leadership Lab which has educated 871 students, awarded 80 Master of Analytics certificates, and held 20 classes with 28 professors.
Rachael is the SVP, Events Program Producer at the ARF in charge of program content, speaker recruitment and interaction, new experiential learning platforms, forums, and volunteer networks for all events.
Kelly is the Director, Business Development & Growth. She heads up all new member prospecting and recruitment driving new member growth by combining her background in market research with business development. She has significant experience working with local, national and global organizations, rate negotiating, and the negotiating process.
Dr. Garcia-Garcia is currently SVP, Research and Innovation: Global and Ad Effectiveness at the ARF. In this role he works on cross platform measurement order, priming, “digital natives” and other applications of neuroscience to these issues including follow up research. As a strong thought leader, he leverages expertise in consumer neuroscience and best-practice research methodologies to drive the delivery of valuable, informed insights.
Michael Heitner is responsible for member relations at the Advertising Research Foundation. As senior vice president of Member Value, Michael leads the ARF’s executive team in building and activating membership through special initiatives, events, and conferences. Additionally, he serves as an external networking resource, connecting members with each other directly to advance mutual business needs.
Tom joined the ARF as Chief Operating Officer and Chief Financial Officer in 2015 after a successful career as a partner in a New York City public accounting firm and as chief financial officer of an internationally recognized educational membership not-for-profit organization. In his current role, Tom has oversight responsibility for the ARF’s finance, technology and human resources functions.
Marc is ARF’s EVP of Sponsorships. He brings over thirty years of agency and research experience in helping clients build their brands and achieve their business goals. Marc is bringing that same focus to this role—he helps members achieve success by maximizing their involvement in ARF’s conferences, meetings, and opportunities.
Horst is part of the ARF’s Research and Innovation team, and focuses on the needs of global members, as well as ARF’s global strategy. He also leads the the original “neuro” research project. He joined the ARF as EVP of Global Business Strategy in 2011.
Leading a creative and strategic vision to modernize, quantify and simplify growth opportunities and outcomes for The ARF’s 400+ member companies and affiliates – Advertisers, Networks, Advertising Agencies, and Research and Consulting Suppliers. Mobilizing the organization to reinvigorate and globalize our solutions and brand. Engaging current and next generation research leaders to be the voice of the consumer at the global decision table.