Best Practices in Thought Leadership
On June 14th, at the ARF’s Women in Analytics event, thought leaders in the research industry shared best practices and inspiration to help attendees gain ground on their thought leadership path.
teams & talent
The Great Resignation in the Advertising/Research Industries Part 2 – Is It Over?
For this event, the Organizational Working Group within the Analytics Council conducted a follow-up survey to its May survey on the Great Resignation. Once again, the Working Group partnered with Dynata on this survey. For this round, questions were added on job satisfaction, return to office, company culture, and the role of corporate social responsibility. Steve Millman of Dynata, who chairs the Working Group, reported on the results at this event. Michael Butts, CEO of executive recruiting firm Burtch Works, also reported on surveys of its database of analytics and insights professionals. The presentations were followed by a discussion on workplace trends and issues in our industries with Millman, Butts, and three other executives on the front lines of recruitment and talent management in advertising and research:
- Renee Cassard, Chief Research Officer at Omnicom Media Group
- Liz Osterhus, President, Chief Human Resources Officer at Ipsos, NA
- Will Poindexter, Senior Partner & Enterprise Technology Practice Leader at Bain & Company.
The discussion was moderated by the ARF’s Chief Research Officer, Paul Donato. Millman’s presentation compared the respondents who said that they worked in advertising, advertising technology, media, or market research (“Our industries”) to those employed in other industries (“Industries”). The answer to the question posed in the title is undeniably “Yes” for both those in our industry and outside, according to just about every measure collected in the survey. However, substantially more employees in our industries reported being contacted for recruiting efforts than others. They also tended to be more responsive to such efforts. See below for more details on the survey results and subsequent conversation.
A Peek Behind the Curtain: The Magic and Misery of Creative Briefs
During this ARF Creative Council event, Council member Ann Green moderated a conversation with agency creative and strategy executives to unpack the best practices for researchers to approach creative briefs that will inspire and achieve clients’ business goals.
A Peek Behind the Curtain – Preventing a Fumble: The Research POV on Super Bowl Advertising
The ARF Creative Council hosted its seventh Happy Hour event on Super Bowl advertising and what to watch for in the commercial breaks during this year’s big game. Council member Belle Frank of VMLY&R moderated a discussion with four creative experts – three of them from the Creative Council — to discuss Super Bowl ad insights and trends, giving marketers important ideas to consider and advertising fans something to look for on Sunday night.
What Does AI Mean for Advertising Research?
We’ve all heard about the growing use of artificial intelligence in advertising research and doom and gloom predictions that it will knock out jobs, but is this really the case? Agency leaders joined us for an ARF Town Hall to discuss the upsides and possible downsides of generative AI, as well as how they’re utilizing it in their businesses to boost efficiency. Attendees heard predictions on how AI will change the business model of advertising and what it could mean for media agencies.
How Retailers are Connecting the Metaverse to the Real World and Revenue
AJ Dalal of Publicis Sapient defined the metaverse and outlined some pioneering moves certain brands have taken within it. He also shared advice on how to be successful in this burgeoning new phase of the internet. The interoperability of web 3.0 allows consumers to take their avatar and NFTs across platforms, which unlocks highly personalized and unique experiences and the ability to execute instant settlement in real time. To ensure success, a brand should remember its target market, which in this space is 16- to 25-year-olds, concentrate on what value their experience brings to the consumer, be authentic and specific and consider an evolving roadmap, being transparent with users that the experience rests on new technology and might evolve and improve over time.
EEDA Demystification Award
The winner of the 2023 Erwin Ephron Demystification Award is Artie Bulgrin, veteran ESPN researcher, and a friend and mentee of Erwin Ephron himself. This lifetime achievement award is part of the overall ARF Great Mind Awards program, which celebrates those in media or advertising research who demonstrate outstanding business acumen. Duane Varan, the 2022 award winner, CEO, MediaScience, introduced Artie. Duane hailed his colleague’s unparalleled approach to collaboration, saying Artie was instrumental in the creation of Project Blueprint, the Disney Media & Advertising Lab, research on new ad formats and even mobile when it was new. Over the years, he has also mentored several research professionals, many who are operating in the industry today.
Congratulations to Artie Bulgrin
Artie is the winner of this year’s Erwin Ephron Demystification Award. Read more »
Courageous Career Moments: Overcome Fears and Bet on Yourself
On April 26, 2023, members of the Women in Analytics Community and attendees from various industries joined the ARF for an inspirational Women in Analytics breakfast about Courageous Career Moments: Overcome fears and Bet on yourself.
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