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  • 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…
  • February 25 @ 8:00 am - 11:30 am • New York

Leadership Lab: Future State - Navigating the New Media Landscape

How Do Viewers Find Programming? Viewers today can choose more content from more sources than ever before – but how do they find programs they want to watch? The ARF shared up-to-date insights on these issues: How viewers feel about the abundance of content choices today. Viewers’ strategies for program discovery. Whether TV promos still drive viewing and the role of Social Media recommendation engines and other factors. The drivers of awareness and interest in new Streaming Services. If content…
  • February 13 @ 5:00 pm - 7:00 pm • New York

Salon Series: Super Bowl LIV

Super Bowltm LIV: What is the Risk/Reward Relation Between Edgy and Safe Advertising? In our hyper-politicized, privacy-prone era, edgy ads can be fraught with peril. Do they evoke humor and mirth? Are they considered purpose-driven and inspirational? Or, are they mired in controversy and bad PR? This is the tightrope marketers find themselves walking. The ARF and industry experts discussed which Super Bowl™ LIV ads were the most memorable, the trends that emerged, the strengths seen in creative and how…
  • August 14 @ 8:30 am - 12:00 pm • New York

Leadership Lab: Do’s and Don'ts in Measuring Incremental Brand Lift

How much sales did your campaign generate, and how much would have happened anyway? Getting a valid answer to this critical question relies on the quality of your measurement approach. Some say Randomized control groups (CTs) are the only way to really measure incremental lift. Others say it is impossible to build a true random control group. What are the alternatives, and how well do they work? This August 14 breakfast session focused on Causal Analysis in Brand Measurement, including:…

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