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  • April 9 @ 12:00 pm - 1:30 pm EDT

ARF Virtual Town Hall Series: How COVID-19 is Affecting Public Attitudes, Emotions and Values

Every crisis is unique, but every crisis also has antecedents in history – especially with regard to the crisis’s effect on public opinion. In some ways, the current moment is similar to 9/11 in that it involves charged emotions and fears that go beyond those associated with a mere economic downturn. After 9/11 appeals to patriotism and to solidarity with victims and first-responders resulted in a short-term “rally-round-the-flag” sentiment. Now, a global pandemic plus nationalist rhetoric is leading to some…
  • April 16 @ 12:00 pm - 1:30 pm EDT

Insights Studio Series - Brand Purpose: An Effective Advertising Response in a Crisis

The only certainty brands face as they grapple with two drivers of uncertainty — a pandemic and recession — is the need to adjust their marketing and communications strategies. Messaging sociability, travel and large events (think restaurants, cruise lines and concerts) would appear tone deaf in today’s environment. Research has proven the critical importance of ad creative and messaging, but it has also found that the contextual environment in which the ads appear can influence their acceptance and success. For…
  • May 7 @ 1:00 pm - 2:30 pm EDT

Salon Series: Navigating the Messy Middle

Multicultural Conversations on Handling the Hard Stuff Multicultural executives in media, marketing and research face a unique set of challenges. Not only do they need to navigate their own careers while often in the minority, but they are also responsible for helping their companies produce the best research on, or the most effective marketing to, multicultural audiences. The ARF’s Cultural Effectiveness Council will host a unique virtual event as part of the 2020 Salon Series – two fireside chats with…
  • May 13 @ 1:00 pm - 2:00 pm EDT

Webcast: Building a Customer Experience (CX) Roadmap

Join MESH Experience in the fourth 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 are still discovering the immense impact of the coronavirus pandemic on the global economy, public emotions and buying behavior. Learn from experts at Axa Investment Managers and Cox Communications about how to build a CX roadmap in the current consumer climate.…
  • June 9 @ 1:00 pm - 2:00 pm EDT

Shifting the Perception of Aging Today

The Biggest Marketing Trend No One is Paying Attention To According to AARP, people who are 50+ generate $7.6 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…
  • June 11 @ 12:00 pm - 2:00 pm

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

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. At this virtual Leadership Lab you will be privy to key report findings and discuss relevant case studies. 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…
  • June 15 @ 1:00 pm - June 19 @ 2:00 pm

ARF North by Northeast

ARF North by Northeast 2020 : Leveraging Human Psychology to Build Brands and Sales Why do people buy some products and not others? How do media messages influence a shopper’s buying choices? What makes buyers tick and what makes them click? How can marketers effectively harmonize emotion and action? What are best practices for combining big data and small data to understand and predict customer behavior? We (humans) like to think of ourselves as rational animals. Over the past two…
  • June 17 @ 1:00 pm - 2:00 pm EDT

Webcast: ARF Cultural Council

Speakers and agenda will be announced soon. Check back for updates. Webcasts 2020 Webcasts are Supported by
  • July 15 @ 1:00 pm - 2:00 pm EDT

Webcast: Customer Experience Series (part 5)

Speakers and agenda will be announced soon. Check back for updates. Webcasts 2020 Webcasts are Supported by
  • July 22 @ 1:00 pm - 2:00 pm EDT

Webcast: ARF Social Council

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

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