effectiveness

• Article

Defying Gravity: How Brands Stand the Test of Time

• Creative & Branded Content
• Article

Defying the Odds: What Long-Term Brand Winners Do Differently

• ARF | ARF Cognition Council
• ARF ORIGINAL RESEARCH

Based on two decades of Brand Asset Valuator (BAV) data and a complementary custom study, this ARF Cognition Council report examines why some brands maintain strength over long periods while most decline. The research identifies differentiation, consistency, cultural relevance and sustained visibility as critical drivers of long-term brand resilience in the face of market and consumer change.

• Article

Refresh to Impress: Cadence Counts When Refreshing Your Marketing Mix Model

• Article

Creative That Converts: A Scientific Approach to Image Effectiveness

• Article

How AI is Changing Marketing Decision Making

• Past Event Highlights
• Article

A Peek Behind the Curtain: Setting Up Your Creator/Influencer Initiative for Success

• ARF
• CREATIVE COUNCIL

On December 3, the ARF Creative Council pulled back the curtain on how leading brands navigate the evolving creator and influencer landscape. This roundtable discussion offered a candid, client-side look at the creator/influencer economy and provided attendees with real-world examples of how leading brands strategically deploy creators, select the right partners, brief them effectively, and measure their performance.

• Targets & Segments
• Article

A Peek Behind the Curtain: Setting Up Your Creator/Influencer Initiative for Success

• By Sydney Angove (Kantar), Young Pros Officer
• ARF CREATIVE COUNCIL

On December 3, the ARF Creative Council pulled back the curtain on how leading brands navigate the evolving creator and influencer landscape. This roundtable discussion offered a candid, client-side look at the creator/influencer economy and provided attendees with real-world examples of how leading brands strategically deploy creators, select the right partners, brief them effectively, and measure their performance.

• Targets & Segments
• Article

Inside the Mechanics of Effective Influencer Content

• ARF
• Knowledge at Hand | CMO Brief

Influencer marketing continues to grow as brands increasingly rely on creators to deliver content that drives awareness, trust and purchase behavior. This ARF Knowledge at Hand report synthesizes findings across academic research, industry studies and ARF events to identify what truly drives influencer impact—and how marketers can optimize creator partnerships for effectiveness.