Past Event Highlights

• Research & Data Quality
• Article

Future-Proofing the Analytics and Insights Function

• By Chenyu Wang
• ANALYTICS COUNCIL

On February 6, Analytics Council Organizational Working Group members Shelley Yang (Director, Insights Activation at Ipsos Creative Excellence) and John Baro (Manager, Market Research & Insights at Spectrum Reach) shared a summary of their learnings from a set of 21 in-depth interviews (IDIs) conducted with ARF members to understand what insights and analytics departments should do to future-proof themselves. Then, a panel of senior researchers -- Helen Katz (EVP, Research at Publicis Media), Michelle Gibb (Vice President, Global Insights & Analytics at Mondelez International), and Jed Meyer (SVP, Media Solutions Leader of Kantar) -- and an industry observer, Simon Chadwick (Managing Partner at Cambiar LLC) joined Shelley to share their perspectives on the topic.  Their conversation was moderated by Steven Millman, Global Head of Research & Data Science at Dynata.  The presentations and panel touched on AI, outsourcing, skill sets, and mindsets.

• Past Event Highlights
• Article

2023 Media Research Insights and 2024 Priorities

• Devon OTT-Barilli, Google
• LA Council

On January 17 the ARF’s LA Media Research Council presented a webinar titled “2023 Media Insights and 2024 Priorities”. The event featured presentations and discussions on changes in viewer behavior and attitudes and on representing diversity in content and ads in an effective way.

• Past Event Highlights
• Article

ARF Young Pros Meet-Up

• Author, Danielle Zito, Ipsos
• YOUNG PROS

On January 24, young professionals in advertising, marketing, media, and research came together for a unique opportunity for networking, learning, and inspiration. Meghan Brogan of A+E Networks led a conversation with Byron Valverde of 605. As a former ARF Young Pro, Byron walked us through his career journey and revealed the challenges and triumphs that helped him grow and get to where he is now. Attendees both virtually and in-person gained inspiration and applicable advice and had the chance to connect with like-minded peers in breakout sessions.

• Past Event Highlights
• Article

The Seven Answers Every CMO Should Demand

On January 23, Ken Roberts, Founder and President of Forethought™, Mary Wilson Avant, Senior Consultant of Forethought™ and Elizabeth Windram, EVP, Marketing & Communications of CLEAR discussed the seven answers every CMO should demand, ranging from predicting change in market share, creating internal alignment between marketing and the rest of the organization, how generative AI can be leveraged, and more. Currently this content is only available to event attendees.

• Past Event Highlights
• Article

Ageism & Inclusivity in Advertising

• WOMEN IN ANALYTICS

On December 5, 2023, marketing, agency and media leaders who contend with ageism in advertising, joined us to share how they are actively working on solutions to create a more inclusive landscape. Attendees learned about the economic power of consumers over 40, strategies for brands to connect with them, ways to leverage the subconscious associations of aging to pave an inclusive path forward, and the significance of TikTok as a hub for communities in the mature market.

• Research & Data Quality
• Article

2023 Attribution & Analytics Accelerator

The Attribution & Analytics Accelerator returned for its eighth year as the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. The boldest and brightest minds took the stage to share their latest innovations and case studies. Modelers, marketers, researchers and data scientists gathered in NYC to quicken the pace of innovation, fortify the science and galvanize the industry toward best practices and improved solutions. Content is available to event attendees and ARF members.

• Past Event Highlights
• Article

Future-Proofing Brands – An Introduction to Foresight

• YOUNG PROS

The ARF Young Pros led an exploration of a new and increasingly prominent discipline of research: Foresight, used by leading global brands to future-proof success and relevance. Panelists from McDonald’s shared insights, best practices and examples of how to embed principles of Foresight into day-to-day work to ensure long-term sustainability and relevance for brands.

• Past Event Highlights
• Article

A Peek Behind the Curtain at How AI Judged the David Ogilvy Awards

• Summary by Alexander Cammy, Creative Council Young Pros Officer

During this ARF Creative Council event, the Council further explored the results of the AI model experiment to predict the winners of the 2023 ARF David Ogilvy awards, building on the initial presentation of these results at the Creative Effectiveness Event.  Council Member Pedr Howard (Ipsos) presented additional results now that the actual winners are known.  Lynnete Wong (Oglivy) of the 2023 Grand Ogilvy Award winning team talked about the kinds of research her agency undertook to develop the winning campaign for Samsung.  The two of them then joined a panel with Council member Belle Frank (VMLY&R) to discuss the implications of the experiment and the growing role of AI in advertising and advertising research.  Council Member Bill Day (Magid) moderated the panel.