fbpx

CMO Briefs

A one-page summary of ARF research, white papers, Knowledge at Hands, and perspectives on relevant topics.

CMO Brief: Elements of a Successful Brand Purpose Campaign

What do we really know about a purpose campaign? We know that eliciting an emotional response and sustainability are strategies that can deliver greater brand strength and appeal. Beyond that, there’s little else. So little, in fact that the industry hasn’t even agreed on how to properly define a purpose campaign.

The ARF and Kantar set out to uncover those defining characteristics. The result is Cracking Brand Purpose, a study completed in late 2019 that establishes a best-inclass framework that can be used to inspire, develop and evaluate purpose campaigns.  Read more.

CMO Brief: 2019 Organizational Benchmark Survey, The Advertiser Report

Advertising and market research have seen significant changes in the last couple of years. ARF members have been inquiring about different aspects of these changes. To answer their questions, the ARF Analytics Council developed the very first Organizational Benchmark Survey of the industry. The aim was to see how companies collect research data, what departments conduct research, how they organize around research and data, and, if small advertisers differ from large ones. Read more.

CMO Brief: What Happens When Brands Go Dark?

In the winter of 2018, the ARF composed a Knowledge at Hand report called “When Brands Go Dark.” This covered the impact of brands scaling back on advertising spend or eliminating it altogether. With a recession looming due to the coronavirus pandemic, economic jitters once again have many companies considering “going dark.” What are the short and long-term implications of such a move? Read more.

CMO Brief: The Short and Long Advertising Game

Has real time feedback made marketers short-sighted? Charles Young thinks so. The CEO and founder of Ameritest, Young argues in a recent article that marketers should refocus on long-term goals, such as brand building and creative. One way to do that is to think about how human memory works and apply those insights to a brand’s long-term plans. Since human memory is such a complex phenomenon, Young breaks it down using computer memory as an easy to understand analogy. Read more.

CMO Brief: Getting Better Creative from Data and Insights

We have access to more data and research than ever before. But how well are they being used? It’s apparent to many in the advertising industry that there’s a gap between the research/data and creative/strategy communities, in terms of using data and insights effectively. To investigate this divide, the ARF Creative Council conducted a quantitative and qualitative research project, which has led to the publication of a new CMO Brief entitled: How to Get Better Creative from Better Insights. Read more.

CMO Brief: Oracle Data Cloud Tackles Audience Quality

In 2018, $57 billion was spent on digital display advertising. That doesn’t mean those resources were used wisely. One crucial issue is the need to focus on audience quality. Failure to do so can lead to consumers being buffeted with messages or confronted with irrelevant ones. As a result, they become frustrated and turned off. This equates to missed opportunities and wasted resources. Read more.

CMO Brief: What’s the Most Effective Length for a TV/Digital Video Commercial?

This question of what TV commercial length is most effective oversimplifies the matter. What’s most important is telling an engaging and motivating brand story, research shows. It’s critical to align the message with your objectives as well. Creative and placement each impact effectiveness, too. In truth, compelling advertising can range from five seconds to a few minutes. Read More.

CMO Brief: What’s the Perfect Synergy Between Employees and Technology?

Technology is omnipresent in today’s world. Yet, it’s become more difficult to determine what is the best way to utilize it. Businesses want to provide topnotch customer experiences, while maintaining operational efficiency. Customers, meanwhile, require a convenient, responsive, personal experience. So how can companies strike a balance and create the ideal symmetry between employees and technology? The ARF’s Knowledge Center was recently challenged with this question. Here are its findings. Read more.