CONSUMERxSCIENCE, ARF’s flagship event, focuses on a deep understanding of consumer behavior and drivers of creative excellence. Now in its 64th year, the conference features ground-breaking work in the areas of path-to-purchase, creative elements and consumer segments. The best and brightest gather from brands, agencies, media, research companies and academia to steer the future of advertising.
David Ogilvy Awards
Plus the ARF’s 24th David Ogilvy Awards, recognizing how it all comes together in outstanding campaigns that drive communication excellence in categories like Brand Transformation, Changing Consumer Behavior, and Unexpected Targeting and Segmentation.
Concurrent Sessions on (1) Understanding Consumer Segments, (2) Customer Journey, and (3) Breakthrough Creative
Winning Paper Presentations on “What a Shorter Ad Can (and Can’t) Do” and “When Longer Isn’t Necessarily Better”
Fireside Chat with Eric Salama – Chairman & CEO, Kantar
KEYNOTE – Raja Rajamannar – CMO, Mastercard
Exclusive Young Pros Talk Back session with Raja – Drinks and snacks provided. The 2018 Forbes 30 under 30 have also been invited to attend the talkback!
Select “Wednesday Only” and use the code “YP” to attend this session, free of charge!
2018 ARF David Ogilvy Awards
The quality of research will improve, and this will generate a bigger corpus of knowledge… creative people will learn to exploit this…thereby improving their strike rate at the cash register.
David Ogilvy, Ogilvy on Advertising, 1983
It’s been 35 years since David Ogilvy shared this vision, and his insight on research is right in step with today.
For this and many other reasons, the ARF celebrates his forward-thinking genius by honoring the teams of research, analysis and creative behind the most brilliant advertising campaigns of the past year. In short, the ARF’s David Ogilvy Awards is uniquely based on the following:
research + analytics = an illuminating insi…
The Automotive industry is becoming much more than just about driving a vehicle, it is an extension of your home, office and life. With autonomous driving, shared services, electric vehicles and AI, there is much to learn about the latest trends and strategies to market auto brands to buyers.
Examine the science behind the path to purchase from website activity to auto sales
Obtain the latest insights on how location-based-analytics can solve marketers’ attribution issues
Find new ways to target brands to buyers through enhanced ads via OTT
Discover how data is being measured to help marketers increase awareness and sales for CASE (connected, auto…
Learn right from your desk, and discover the importance that cultural context has on the research of marketing initiatives and new product launches.
How is consumer behavior affected by culture? How can emerging cultural dynamics create new opportunities? Based on the premise that culture can be used by brands to better resonate with their target, this study used a 3-step methodology to illustrate how new products and marketing initiatives can be launched with cultural relevance and fresh “newness.”
Discover how doing a cultural analysis can showcase a category’s historical trends and developments, and its evolution over time.
Learn about the roles that products, packaging, marketing and communic…
Join us for an intimate evening of cocktails, connecting, and co-mentoring with Karyn Schoenbart, CEO of The NPD Group, a global provider of information and advisory services to many of the world’s leading brands.
Whether you’re just starting out in your career or a seasoned professional looking to move up, don’t miss the chance to hear directly from Karyn, who keeps it real and relatable as she shares learnings from her journey to CEO and why she decided to write her recent book, MOM.B.A: Essential Business Advice Passed Between the Generations. Karyn has over 30 years of experience in market research, with expertise in identifying and developing new business opportunities and client partnerships. Don…
Learn right from your desk, and see how the “why” not just the “what” can improve ROI.
Research often simply describes attitudes and behaviors integrating research and culture can paint a more complete picture. While psychological resonance in programs is high, ads may fail as they don’t acknowledge the whole person. Using household level exposure, purchase data, and psychographics from set top box program viewing behavior we can better pinpoint the motivations and drive ROI.
• Explore how studying the psychological groundwork of executions with the highest ROI, can help lift performance of future spots.
• Hear video reports from creatives who built additional motivational triggers into new s…
AD AVOIDANCExSCIENCE 2018
Are You Managing – Or Avoiding – The Issue Of Ad Avoidance? Fraud . . . Blockers . . . Streaming . . . consumers are moving from not paying attention to resisting ads. Avoiding ads is increasing across all platforms. Our industry is facing a major challenge. There’s never been so many ways to advertise to customers – or for them to avoid our advertising.
Ad avoidance is a big issue, but with scientific-based insights and actionable solutions, you can succeed in this challenging environment. Find out what industry leaders have to say about the following; then take their learnings back to your office.
Are we headed to a world where consumers will …