How Do You Stimulate Great Creative and Measure It?


At our second annual Creative Effectiveness event, industry visionaries discussed the perspectives, theories, and resources they employ to develop and measure great creative. Attendees joined us in New York City or via livestream to hear fresh insights on the advertising landscape: from using AI as a stimulus for creative to extracting behavioral data and using that to try and inspire creative. Immediately after, we honored the teams behind insights-driven advertising with the ARF David Ogilvy Awards ceremony and dinner. The Gold, Silver and Bronze winners were announced, as well as the reveal of this year’s prestigious Grand Ogilvy Award recipient.

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Inclusion by Design in Pharma Research and Marketing

This ARF Pharma Council event followed up on the Council’s podcast episode on “Inclusive Futures of Humancare,” focusing on the importance of inclusiveness in pharma research and marketing with respect to both demographic characteristics and health conditions.  Four speakers delivered brief presentations, followed by a discussion moderated by Pharma Council Co-Chair Marjorie Reedy of Merck.

The Future of Qual

In 2022 the ARF Cultural Effectiveness Council conducted 18 in-depth interviews (IDIs) with senior research executives via Teams and Zoom to understand how the ‘Future of Qual’ would evolve with rapidly changing qualitative methods and the urgency across industries to understand cultural shifts. Council members Chloe Stromberg of LinkedIn and Anne Kaplan of Paramount, who worked on this project, presented what the Council learned from these interviews. Their presentation was followed by a panel discussion with a mix of Council members (Tony D’Andrea of General Mills and Tristan Marra of GLAAD) and culture-savvy researchers outside the Council (Danie Hemsley of Cassandra and Kendra Clarke, former Senior Director, Head of Experience Research and Design, Core Technologies at Twitter), led by Council Co-Chair Janelle James of Ipsos. The presentation and discussion focused on how qualitative research is evolving, how it can overcome its challenges —particularly those related to diversity and cultural understanding—and best practices for conducting qual research, moving forward.

THE LAST WORD: Wednesday

There was a combination of both upbeat and downbeat takeaways from the anchor commentators on the last day of the conference.

What does the Converged TV Ecosystem Need From a “Calibration” Panel?

Howard Shimmel of Janus Strategy & Insights, LLC. guided this expert panel through the critical questions surrounding the importance of calibration panels to the measurement industry. Howard asked why calibration panels are needed, what they bring to measurement, and what is sacrificed if the industry does not support them moving forward.

The Power of Big Data

Big data’s power can only go so far, as cautioned in this presentation from Nielsen. Envisioning a future where big data’s integration in measurement is calibrated with panel assets, Nielsen’s Kimberly Gilberti addressed big data’s gaps in TV sources and usage, like CTV, video games, and smart TV’s native apps. This brief overview of how Nielsen uses big data detailed the enrichment needs for MVPDs and ACR in addition to the power of people-based panels that fill in the missing pieces.

The Future of Media

The last year-and-a-half has presented the media industry with a number of unique challenges when it comes to measuring how content is being consumed across platforms. In this one-on-one conversation, Comscore’s Bill Livek joins the ARF’s Scott McDonald to discuss how today’s viewership behaviors have signaled the need for a more modern cross-screen measurement approach and outline the fundamental changes necessary to effectively transact on media today and into the future.