The ARF is proud to present “The Learning from Winners” webcast series, which features winning case studies from the 2019 ARF David Ogilvy Awards campaigns. Each presentation demonstrates how some of the most successful companies used research to produce creative with significant impact. This webcast will present the case study behind the Truth Initiative’s “The Truth About Opioids” campaign, which won Gold in the Government, Public Service and Non-Profit category. SUMMARY: For the past 20 years, the Truth Initiative has…

The coronavirus is an inflection point in world history that all of us will remember for the rest of our lives. To understand the influence of advertising in this troubled time, four ARF member companies — Ameritest, Dynata, iSpotTV, and Research Measurement Technologies — have come together to measure the collective impact of some morale-building brand advertising. They measured the in-market impact of 10 ads from Budweiser to Facebook to Walmart to understand advertising’s impact on the American people’s shared…

The Biggest Marketing Trend No One is Paying Attention To According to AARP, people who are 50+ generate $8.3 trillion in annual economic activity. By 2032, this market is expected to drive more than half of the U.S. gross domestic product. Yet consumers in the 50+ demographic are underrepresented in media. Out of a sample of more than 1,000 images, AARP found that only 15% of media imagery reflects this age group (even though 46% of the U.S. adult population…

While a lot of research has been released on the changes in viewers’ behavior caused by the COVID-19 pandemic, it has rarely been synthesized to identify key issues. The LA Media Research Council will host a virtual event to update ARF members on the ARF’s original research initiatives, share insights from new studies about changes in media use and discuss whether these changes will be permanent. Hear from leading media researchers: How has the current crisis affected the use of…

The ARF, in partnership with Kantar, recently developed an impactful report, Cracking Brand Purpose, to shape, guide and evaluate purpose campaigns, even during difficult news environments. Cracking Brand Purpose is especially timely given that the recent coronavirus pandemic and oncoming recession have caused brands to pivot to purpose-driven campaigns. The difficulty is that there is little agreement on what actually constitutes a purpose-driven campaign. No matter where they stood on the spectrum, all of these campaigns related to something bigger…

The third installment of the ARF Cultural Effectiveness Council’s webcast series, Building Brand Loyalty with Today’s 21st Century Audience will focus on the power of music as a universal language. In our new normal, music is a great connector. It’s a human truth that has been amplified by the global health crisis. This event is part of a larger ARF Cultural Effectiveness Council white paper exploring a number of “ways in” for connecting with the increasingly diverse American audience including…

Join MESH Experience in the fifth installment of their webcast series focused on how marketers can grow their business and succeed in the new age of customer experience (CX). CX is ever-evolving. This is especially true now, while we come to grips with the immense impact of the coronavirus pandemic on nearly all aspects of life – the global economy, public emotion and consumer behavior. Learn from industry experts about how to build a CX roadmap in the current consumer…

Speakers and agenda will be announced soon. Check back for updates. Webcasts 2020 Webcasts are Supported by

Speakers and agenda will be announced soon. Check back for updates. Webcasts 2020 Webcasts are Supported by

Speakers and agenda will be announced soon. Check back for updates. Webcasts 2020 Webcasts are Supported by