On July 9, the ARF Cognition Council led a discussion on long-term brand strength. Panelists revealed the results of a rare longitudinal analysis of ~160 brands that ranked among the strongest in 2003, where those brands stand two decades later and what we can learn from their journeys. Attendees learned more about the key ingredients […]

On June 17, researchers from global institutions presented new work tackling key challenges in the advertising industry. Presentations included a study on how client incentive structures influence agency creativity, a qualitative analysis of generative AI’s role in co-creative processes within agencies, and a large-scale evaluation of effective creative attributes in food, beverage, and restaurant advertising. […]

On June 10, Google industry experts led an in-depth session on Media Mix Modeling (MMM) and key video advertising levers to drive efficiency and ROI. Attendees heard actionable insights on optimizing format mix, audience strategy, reach, and frequency, and learned how to structure a learning agenda to test and refine their approaches. The session also […]

Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and […]

On June 4, the MSI/ARF B2B Exchange highlighted the role of content and branding in B2B marketing, facilitated by Christina Kühnl, Professor of Marketing at the University of Stuttgart. Participants heard academic perspectives and insights on brand-building, AI, influencers, and the shift towards B2B companies becoming content providers, followed by a mini presentation from LinkedIn. Attendees had […]

The State of Retail Media Networks & Consumer Behavior On May 21, the industry’s top minds gathered in Chicago for a look at the future of retail, media, and consumer behavior and dove into the rapidly evolving role of Retail Media Networks (RMNs). Attendees gained actionable insights on the opportunities and challenges that RMNs present. […]

On May 21, the ARF Women in Analytics hosted a special luncheon during SHOPPER 2025, focused on the critical topic of Equitable AI. Industry leaders discussed how they are prioritizing equitable AI to enhance customer engagement, strengthen brand reputation, improve ad performance, and build stronger trust with consumers. Attendees gained actionable insights and had the […]

In today’s climate where cross-cultural marketing is taking a backseat, how can brands stay true to their values while adapting to a rapidly changing landscape? On May 7, the ARF Cultural Effectiveness Council explored how consumer expectations are evolving and what’s working in today’s environment. Attendees heard new findings from Circana, SeeME Index and MAPS, […]

Discover how to leverage AI to revolutionize your customer journey — from initial search to final purchase. On April 23, panelists from Google joined us for a discussion on unlocking the full potential of AI and building a smarter, more profitable business. As part of our AI Series, attendees learned to maximize creative effectiveness, personalize […]

Last-click performance reporting is deeply embedded in your organization—and it’s holding your brand back. On April 10, panelists from OptiMine and NP Digital broke down the risks of last-click measurement and discussed another way forward. Attendees learned about a proven framework to transition from outdated attribution models and how to align the right tools with […]