On August 14, Snapchat and BBDO led a provocative discussion as they debunked myths about marketing to Gen Z and offered a clearer picture of what truly drives this generation. Attendees gained fresh insights on how brands can authentically connect with Gen Z by focusing on their core values, communication styles, and daily ways of engaging with the world.
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On July 30, the ARF Young Pros led an engaging discussion on the role of humor in marketing. Attendees heard how brands can use humor to connect with audiences, enhance engagement, and drive results. Our expert panel explored best practices, real-world success stories, the fine line between funny and risky, and how humor translates across different demographics and markets.
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Research from MediaScience suggests that only 20% of ad spend delivers lasting impact. On July 16, the ARF AI Series dove into a new AI-powered ad concept testing approach. This generative AI system creates realistic ad concepts, allowing researchers to test multiple concepts to identify those most likely to ultimately succeed.
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On July 9th, 2025, expert researchers from seven organizations delivered a set of presentations and participated in a panel discussion on maintaining brand strength in the long term at an event curated by the Cognition Council’s Long Term Effectiveness Working Group. The Working Group shared insights from VML’s Brand Asset Valuator (BAV) data on the trajectory of the top brands in brand strength in 2003, as well as a custom study conducted by Tracksuit on eight food brands in that top tier. These presentations were followed by case studies of three brands that “defied gravity” – brands that were in the top decile in 2003 that maintained or improved their ranking by 2023. The analysis focused on what happened to top brands over the course of two decades and how brands remain strong despite counterforces such as technological disruption and cultural shifts.
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On June 17, researchers from global institutions presented new work tackling key challenges in the advertising industry. There were three articles featuring one author on behalf of each paper. The session concluded with a dynamic Q&A, where panelists explored the broader implications of these findings for the future of advertising. Colin Campbell, Ph.D., Editor-in-Chief at the JAR and associate professor of marketing at University of San Diego’s Knauss School of Business, led the discussion.
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On June 10, Google industry experts led an in-depth session on Media Mix Modeling (MMM) and key video advertising levers to drive efficiency and ROI. Attendees heard actionable insights on optimizing format mix, audience strategy, reach, and frequency, and learned how to structure a learning agenda to test and refine their approaches. The session also covered tools to uncover new audiences and best practices for designing effective video testing plans to enhance campaign performance.
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Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.
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On May 21, the Women in Analytics Group hosted a luncheon at the World of Whirlpool in Chicago, focusing on equitable AI. This event took place during ARF’s SHOPPER 2025 event, offering a valuable opportunity for ARF members to learn more about equitable AI development and connect in person. The session was recorded and is available for viewing.
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