Creative & Branded Content

How to Collaborate & Unleash Powerful Advertising (Event Summary)

  • Maris Cohen

The ARF Creative Council’s New Research Guidelines Working Group curated and produced a “Behind Frenemy Lines” virtual happy hour event, whose objective was to share thoughts, experiences, and ideas across the creative divide. Moderated by Council Co-chair Mark Truss, Chief Research Officer, Wunderman Thompson, the event brought together researchers, creatives, and planners at brands and agencies to discuss their own experiences and reactions to the role of research in the creative process, building on ideas revealed in a recently-published whitepaper exploring this topic.

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Conversations with Great Minds (Event Summary)


A Covid-era approach to celebrating the Great Minds Awards, Conversations with Great Minds afforded stimulating interviews with the individual winners of the 2020 Erwin Ephron Demystification Award, Josh Chasin, and the first-ever Chief Marketing Officer Award, Greg Lyons. Introduced by ARF President & CEO, Scott McDonald, Ph.D., the festive virtual discussions spotlighted the award winners as great examples of marketers synthesizing data with human intelligence, “sparking” innovation and creativity. Editor’s Note: The full summary is available to members only.

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The Myth of Targeting Loyal, Niche Audiences

  • Harsh Taneja (University of Illinois at Urbana-Champaign)

With unlimited consumer choices in the digital marketplace, advertisers often turn away from websites with mass appeal and toward niche outlets, for their small, but potentially loyal audiences. Such a strategy is actually unwise, diminishing reach, according to evidence from a study analyzing double-jeopardy effects in digital media usage.

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Precision Marketing for Precision Medicine (Event Summary)


This webcast presented by W2O Group brought together experts from Swoop and IPM.ai, Takeda and Twitter Client Solutions – Health to discuss some of the new methods and technologies that are making precision marketing possible for health care companies—especially the use of clinical and claims data to identify and target both HCPs and consumers with relevant marketing while protecting patient privacy and HIPAA compliance.  Editor’s Note: The full summary is available to members only.

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The Best Tools & Apps for Making Social Media Ads

  • ARF

Are you getting the most out of your advertising campaigns on social media? This helpful report offers an easy, step-by-step guide on how to create an ad on the four most popular platforms: Facebook, Twitter, LinkedIn and Instagram. It covers the ads manager feature for each, too. This can help you get the most out of your dashboard. And it discusses the best tools and apps available for each page.

Marketing Through Change (Event Summary)


Presented by Neustar, this webcast presented information on the future of marketing and how measurement, media, and identity will need to adjust to changes brought on by the end of cookies and the COVID-19 pandemic. We shared real-life examples of how to build sustainable measurement practices that will persist despite the imminent changes to the marketing world.

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Where Has All the Advertising Gone? (Event Summary)


This Insights Studio hosted one of the industry’s brightest minds, Orlando Wood, Chief Innovation Officer at System1 Group and author of the best-selling book Lemon (IPA, 2019). Wood presented a unique combination of neuroscience, cultural history and advertising research to describe a change in advertising style that has occurred over the last 15 years and link this to falling advertising effectiveness. The event also featured a moderated discussion with Janet Hull OBE, Director of Marketing Strategy at IPA and Scott McDonald, Ph.D., CEO and President of the ARF.

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How Will Media Use Evolve After the Crisis? (Event Summary)


At this virtual event researchers presented data and discussed how the COVID-19 pandemic has affected media use and if these data reveal which of the changes are likely to be permanent. There was agreement that increases in TV use during the initial “stay-home” weeks were temporary. However, the trend towards more streaming appears to continue, watching first-run movies at home will increase and at least some of the increase in online shopping during the pandemic will remain. Editor’s Note: The full summary is available to members only.

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