How do advertising agencies respond to different incentive structures? This study investigates the question, showing how competitive reviews and pay-for-performance models influence creativity and campaign outcomes.
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This is a report on the third in a series of surveys conducted by the ARF Organizational Insights Council on the evolving terrain of the analytics and insights profession. Drawing from interviews with over 400 professionals across ARF member companies, the study provides a deep dive into skill trends, structural shifts, AI adoption and sector-based investment in research and analytics.
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Marketing is more than a growth lever—it’s a critical driver of resilience in uncertain times. This Marketing Science Institute (MSI) synthesis presents evidence-based strategies for marketing leaders to help their organizations adapt, protect core assets and unlock long-term value amid volatility. Drawing from leading journals, it outlines how marketing can be reimagined as a flexible, risk-aware and analytics-driven function that steers firms through disruption toward recovery and competitive advantage.
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On April 9th, the ARF’s Creative Council hosted its 11th Happy Hour event, “Beyond the Trophy: The ROI of a David Ogilvy Award.” Council members Jillian Rice (Ipsos) and Vita Molis (LinkedIn) moderated a virtual discussion with a panel of recent David Ogilvy award winners, Abby Mehta (Bank of America), Alissa Coronna (Leo Burnett), and Katrina Skwarek (FireFish), about their experience of preparing a submission for a David Ogilvy Award, winning one and its subsequent impact. The panel also offered advice for prospective applicants on building and submitting winning cases.
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As the shopper marketing landscape continues to evolve rapidly, the ARF’s Shopper Insights Council held a half-day event that offered two unique opportunities: 1) To hear from knowledgeable speakers about Retail Media Networks and omnichannel shopper marketing; 2) To participate in focused workshops and share perspectives, concerns and best practices with others in the industry having similar roles.
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On June 26, Sequent Partners, with their panoramic perspective on the most important developments in marketing analytics, analyzed the most disruptive and revolutionary analytic applications and techniques impacting our world. Plus, attendees got a sneak peek of the themes featured in this year’s upcoming Marketing Analytics Accelerator.
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