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  • November 10 - November 11 @ 12:00 pm - 1:30 pm

Building Brands: Psychological and Media Drivers of Marketing Effectiveness

Building successful brands require a deep understanding of why consumers behave the way they do and the associated media drivers. The Advertising Research Foundation and the IPA /EffWorks Global 2020 partnered to share our most relevant research, case studies and keynotes from Marketing Effectiveness leaders. Topics discussed: The science of influencing choice and what that means for brands The revelation about search: a holistic view and strategic level look Challenging the marketplace to think about brand building, not just activation…
  • September 15 @ 12:00 pm - 2:00 pm

Leadership Lab: Unified Measurement Showcase

“Unified Measurement” has become an increasingly popular term to describe methods for optimizing the effects of media and marketing — for both strategic planning, usually done through Marketing Mix Modeling, and tactical planning, usually done with Multi-Touch Attribution. This virtual Leadership Lab, one of the first industry events devoted entirely to Unified Measurement, unpacked the meaning of this term and shed light on how it is currently being applied. Six leading companies presented their Unified Measurement case studies, carefully selected…
  • June 11 @ 12:00 pm - 2:00 pm

Creative: Under Which Conditions do Purpose Campaigns Work and Not Work?

In 2019, the ARF, in partnership with Kantar, developed an impactful report, Cracking Brand Purpose, to shape, guide and evaluate purpose campaigns, even during difficult news environments. The coronavirus pandemic and recession have caused brands to pivot to purpose-driven campaigns. The difficulty is that there has been 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 than the brand: a contribution to the good…

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