OVERVIEW: THE ARF MEMBER COUNCILS
Addressing today’s biggest issues facing our members… by our members.
ARF MEMBER COUNCILS
ARF Councils provide members with the opportunity to advance thinking by sharing ideas, knowledge, and experience with others in the field on topics that matter the most to them. Involvement in the Councils opens the door to an extensive peer network and enables members to make their mark on high visibility projects in the industry.
COUNCIL COMMUNITIES
Council Communities engage and participate in a dynamic conservation and vibrant focused exchange of ideas and expertise about Council topics. Each Community has the opportunity to post content they have worked on or would like to share, access posted content, and interact with other research and analytics professionals about an area of mutual interest. Inspire, react, and engage on the cutting edge of the advertising industry. Join the Council Community.
COUNCIL COMMITTEES
Council Committees set the agendas for the Councils and work together to pursue deliverables – such as white papers, reports, industry guidelines, presentations, webcasts, salons — that reflect the Committee’s common goals and interests. Members of Council Committees learn about what other companies in the advertising ecosystem are doing, share knowledge about their areas of expertise, collaborate with each other, and take on thought leadership roles within the industry. For more information about the Committee please email Councils@thearf.org
The ARF Councils
Analytics Council
The Analytics Council focuses on ways that companies can address emerging challenges and leverage opportunities with the expanding array of available media and marketing data.
Cognition Council
The Cognition Council explores the way consumers’ attention, emotional response, and memory are affected by their use of multiple media platforms and level of conscious or sub-conscious receptivity to media or messages.
Creative Council
The Creative Council develops guidelines for using research to optimize effective advertising creative by compiling definitions of advertising testing terms and exploring new language, theories, and tools to enhance understanding of how advertising research and data can be used to increase the power of advertising creative.
Cross-Platform Measurement Council
The Cross-Platform Measurement Council seeks out best practices in cross-platform measurement by exploring and reporting on information from providers of cross-platform measurement, identity resolution and attribution research about their methods, capabilities, and challenges.
Cultural Effectiveness Council
The Cultural Effectiveness Council seeks insights that drive business growth among multicultural and generational groups by building on knowledge and explaining approaches that maximize return from advertising to a more culturally diverse population.
L.A. Media Research Council
The L.A. Media Research Council was established to deal specifically with the issues and challenges of the L.A. community that may not have received enough attention in the overall marketing ecosystem. At this time, it consists of researchers at media companies who have formed three Working Groups to address the issues they consider most pressing.
Organizational Council
The Organizational Council examines how organizations are adapting their structure, reporting lines, and executives’ responsibilities in response to changes in business needs, technology, and the acquisition and use of data.
Pharma Council
The Pharma Council’s focus is to identify the advertising and research challenges in the Pharma industry and investigate effective strategies for contending with them. It is particularly interested in exploring approaches for extending the testing and marketing of pharma products to include under-served or niche populations and what the patient journey will look like in five years with respect to communications, touchpoints, and value drivers.
Shopper Insights Council
The Shopper Insights Council seeks to explore strategies and opportunities for brands to grow by understanding today’s consumers’ shopping behaviors and how to obtain the data needed to unlock the roles and effectiveness of various marketing and sales channels — especially those of emerging retail media networks.
Social Council
The Social Council assesses best practices in the measurement of natural language processing, sentiment analysis, social marketing, and social media influencers and their effects in driving both upper and lower funnel brand metrics.
For more information, please email councils@thearf.org.