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.
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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.
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At this Insights Studio, JAR authors in Australia, China and the U.S. presented their recently published research on topics that some in industry may consider controversial. One found evidence of brand safety risks in programmatic advertising when ads were placed in negative news environments, contradicting some industry research. Another discovered social targeting spillover effects that suggest advertisers rethink conventional targeting methods. Other work came with unexpected findings: that highly creative advertising—although important for attracting attention—can have harmful effects on familiar brands, while benefiting unfamiliar brands. In the concluding Q&A, panelists explored aspects of brand recall relevant to their research, and whether brand size and other media channels would affect their results.
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The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.
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On October 18, the Cultural Effectiveness Council examined how the diversity, equity and inclusion (DE&I) environment may have changed after a period of reinvigorated commitment in the wake of widespread protests following the George Floyd case. Experts discussed the current state of DE&I in media, marketing, and advertising and how to navigate it, as well as examples of inclusive advertising that have both boosted brand sales and experienced backlash.
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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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On September 20, Bob Pearson, renowned author of “Firm Beliefs,” reflected on his findings working in three Fortune 500 companies and helping build three marketing communications consultancies. A panel of industry leaders drew insights from decades of cross-industry expertise and shared actionable strategies that help leaders facilitate team building.
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On September 20th, 2023, expert researchers delivered a set of presentations and participated in a panel discussion at an event curated by the Cognition Council’s Long Term Effectiveness Working Group. Panelists shared previous work on consumers’ responsiveness to the first few seconds of an ad, followed by the Cognition Council’s analysis of the combination of two disparate data sets – Kantar’s BrandZ, an ongoing study of the brand equity of leading global brands, and a custom MMA neuroscientific study of over 800 respondents’ reactions to 24 ads. This analysis focused on the effect of brand relevance on cognitive processing (specifically cognitive load and motivation) of ads at varying scroll speeds in a feed-based environment.
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