The Marketing Effectiveness Accelerator is the only event dedicated exclusively to attribution, marketing mix models, and the science of marketing performance measurement. On November 12, leading experts presented empirically grounded case studies that demonstrate how leading brands are solving today’s toughest challenges.
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On November 5, the ARF Social Council explored how audiences perceive authenticity on social media and how brands can build trust, credibility, and stronger outcomes through more genuine messaging and partnerships. Attendees heard new research from HawkPartners, Breakthrough Research, SunDogs and the ARF Social Council, followed by a dynamic discussion.
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AI has moved far beyond simple prompting. On October 30, we led an interactive workshop exploring what agentic AI is, how it differs from standard AI prompting, and why it matters for advertising and marketing researchers. By the end, attendees learned when and how to use agentic AI effectively, what its limitations are, and how to begin experimenting with it in their own workflows.
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On October 29, the ARF and CIMM hosted “What’s Next for the Streaming Revolution: Viewing Trends, Measurement & Insights”. Attendees heard fresh, research-driven insights on how viewers are shifting their TV and video habits across platforms, and how to measure those changes. Experts tackled today’s biggest media challenges, revealing what drives audience behavior, how to promote content effectively, and where to advertise for maximum impact.
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On October 22, we went beyond ChatGPT’s limits to explore how psychologically grounded AI personas transform advertising. Attendees heard real-world case studies that reveal how AI can unlock authentic consumer perspectives and reshape how ads are tested, created, and optimized.
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On October 21, we explored the latest privacy-enhancing technologies (PETs), examined real-world implementations, and discussed how to future-proof your data strategies. Designed for data leaders, privacy professionals, technologists, and business strategists interested in practical approaches to responsible data use, this Insights Studio highlighted emerging policies and covered how industry collaboration can create new data-sharing standards and build user trust.
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At Creative Effectiveness, we examined the evolving definition and methods of building brands in today’s fragmented, creator-driven landscape. After, we celebrated research and insights-driven advertising at the ARF David Ogilvy Awards ceremony and reception.
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Today’s consumer is spread across more platforms than ever. On October 15, the ARF AI Series explored how to transform your creative process from a bottleneck into a growth engine. This session provided attendees with a clear roadmap to amplify talent, bring more ideas to life and drive measurable growth.
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