Have a myARF account?

ARF videos

ARF Leadership Lab: What’s Old is New Again — Transforming TV, Radio & Print

Our current 7-week summer session focuses on cross-platform. Last week, three “professors” led a wide ranging conversation centered on the ongoing changes in three media. ARF President & CEO Gayle Fugitt served as moderator, joined by David Poltrack (CRO, CBS), Radha Subramanyam (President Insights, iHeartMedia) and Britta Cleveland (SVP, Meredith).

Watching the 80-minute video below is ideal but below are some of their illuminating comments, by topics, without attribution.

Media and Media Content

  • The nature of content has not really changed, instead how you access it has.
  • Media should be everywhere the consumer wants, when she wants.
  • We are using new media talent (e.g. from You Tube) as discovery, i.e. from Internet to TV.
  • Every medium serves a purpose and magazines should be doing what magazines should do – not what TV or smartphones are doing
  • We have to be platform agnostic. You cannot control the consumer. All you can do is understand them and service them and it will all work out.
  • As long as you have reach and engagement all grounded in context and content, you will do well.
  • How the Business Has Changed
  • We used to have three weeks to prepare an answer. Now they want answers in real time, sometimes before the meeting itself even ends.
  • We spent so much time trying to find the data sources. Now we have the ability to crunch through large datasets and derive meaning. It is interesting and empowering. But we have barely cracked the surface.

Skill Sets

  • Curiosity – rather than just looking at the numbers.
  • Flexibility and Confidence. After all, it is very hard to predict the future.
  • A passion for the business.
  • Being tenacious.
  • Listening for intent (e.g., during focus groups, one on one conversations).
  • Toughest part of the business is objectivity.
  • There’s always hype – but it is researchers responsibility to provide the facts.
  • Immersion and observation to uncover underlying motivations.

What’s Coming Within the Next Year

  • More use of Virtual Reality.
  • Dollars swinging back to “traditional” media.
  • Growth in Smart TV’s: many have access but have not used it. Offers big potential for data.


  • The consumer does not want a world free of advertising. They want less advertising and better advertising and relevant advertising.
  • Mobile advertising solutions remain elusive.
  • Less reliance on advertising and more directly from consumer subscriptions (e.g., CBS All-Access, Netflix).
  • While watching TV, when commercials came on, people traditionally turned to diversions. Because with today’s 2nd stream devices, tweeting and IM’ing (for example) have become the new form of diversion. Surprisingly, when ads come up, we have seen higher recall for using those devices (i.e. paying more attention to the screen). Even DVR fast-forwarding is declining.

Watch Video

Moment is the word of the moment

Wenda Harris Millard, President & COO, MediaLink

You need to live a life of curiosity: “Be ever the student,” says Wenda Harris Millard.
Read More

P&G tells the ARF: Zero moment of truth is increasingly important

Kirti Singh, Vice President, Procter & Gamble

The consumer is not only challenging the creative, but also the insights industry which is not moving as fast as it needs to be.

Read More

People just don’t live in the online world or the offline world.

Jon Vein, Co-Founder & CEO, MarketShare

Measurement is better than it has ever been, thanks to “digital exhaust” that comes off the many devices used by consumers.

Read More

A big problem of Big Data is actually defining Big Data

Tania Yuki, Founder & CEO of Shareablee

Ultimately, stitching together the data points to craft a holistic view of a consumer’s 360 degree path to purchase is the big promise of Big Data.

Read More

Consider Majoring in Geography: Wherever You Are, Create Utility

Jonah Bloom, Co-President and Chief Strategy Officer, Kirshenbaum Bond Senecal

Top-ranking Chief Strategy Officer reveals the importance of ethnography in how advertising works today: connecting consumers with their environment.

Read More

We know the value of good creative—but there’s a hard cost to bad creative

Peter Daboll, Chief Executive Officer, Ace Metrix

The industry today is right at this intersection of creative and measurement. Peter Daboll is determined to integrate both into the entire advertising ecosystem.

Read More

When the Hype Dies Down, The Real Work Can Get Done

Colin Drummond, Partner, Chief Strategy Officer, Deutsch

The complexity and difficulty of harnessing data is overwhelming.  But you need human insight for perspective.  Big data is very much about potential.  Starting with the truth of the Brand and magnifying it to the point of tension.  With his career, Collin shares having the courage to walk up to a leader and say “I want to work with you.”
Read More

Industry Leader Discussion at Forbes Roundtable

Laurie Weisberg, VP, Oracle Data Cloud, Ron Amram, Senior Media Director, Heineken, Mark Howard, CRO Forbes, Lisa Weinstein, President Global Digital Data & Analytics Starcom Mediavest Group, Kathleen Hall, Corporate VP Global Advertising & Media Microsoft, Chris Osner-Hackett, Senior Media Director, Kellogg’s.