ARF Advertising Week - 2011
Premier Sponsor

Hearst Magazines

Reception Sponsors

Barefoot Wines




Frito Lay




Johnson & Johnson



Millward Brown

Molton Brown



TV Land

Advertising Week 2011

We were proud to present five Forums during Advertising Week 2011, each focused on a seminal topic in advertising today: NeuroMarketing, Shopper Insights, Print, People and Social Media, and we were thrilled to present ARF Advertising Week events at no charge to both members and non-members. Hosted at our stellar venue, the Hearst Corporation Headquarters, we enjoyed your presence and participation.

ARF People/Social Media Forum

Thursday, October 06, 2011
4:00PM - 6:00PM EST

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The Advertising Research Foundation will combine two of our popular forums, People and Social Media to examine how social media has influenced multicultural and diverse spaces. Presenters from Zubi Advertising, Millward Brown, Nielsen, Google, Hewar Social Communications, Ford Motor Vehicles, and Kraft Foods will present case studies and original research demonstrating how social media can be used to effectively target different segments.


  • Jennifer Batchelor – Social Media Strategist, Zubi Advertising
  • David Burgos – Vice President, Client Service, Millward Brown
  • Tania Cameron – Senior Manager CRM, Kraft Foods
  • Chris Genteel – Business Development Manager, Google
  • Jon Gibs – SVP Analytics and Insight, Nielsen
  • Adam Lavelle – iCrossing
  • Lisa Mabe – Founder | Principal, Hewar Social Communication
  • Jason Crain – Direct Sales, Account Manager, Google

ARF Media Forum: Print

Thursday, October 06, 2011
2:00PM - 3:45PM EST

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The media platforms for content and ad messaging have grown dramatically over the past 5 years. As a dynamic and distinguished media corporation, Hearst Magazines has evolved its business to accommodate consumer demand, while at the same time meeting advertiser needs for creativity, engagement and accountability. Several Hearst management executives will present case studies that exemplify how their brands have successfully adapted to a multi-platform world and how consumer affinity has created cross-media synergies that further strengthen their brand’s disposition in a complex world.

Michael Clinton – President, Marketing and Publishing Director, Hearst Magazines
Bill Congdon - Publisher & Chief Revenue Officer, Popular Mechanics
Diane DePaul – Associate Publisher Advertising, Marie Claire
Marlene Greenfield – VP, Executive Director of Research, Hearst Magazines
Jeff Hamill - SVP, Advertising Sales & Marketing, Hearst Integrated Media
Jayne Jamison - VP, Publisher & Chief Revenue Officer, Seventeen

ARF Shopper Insights Forum

Monday, October 03, 2011
12:00PM - 2:00AM EST

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

New Learnings on Consumer Behavior: Special Advertising Week Presentation

The Advertising Research Foundation welcomes Catalina Marketing and The NPD Group to our Shopper Insights Forum, unveiling the latest in consumer behavior.

Activating Customer Lifetime Value in Today’s CPG Market
Todd Morris – EVP, Brand Development and Marketing, Catalina Marketing
Joseph Jaffe – author of Flip the Funnel and Life After the 30 Second Spot

Catalina Marketing along with celebrated author Joseph Jaffe will share behavioral purchase trends that help define what loyalty and Customer Lifetime Value mean in today’s marketplace. By understanding consumer needs and their brand contribution, marketers have the opportunity to optimize targeting resulting in volume growth and media spending efficiencies. The discussion will present Customer Lifetime Value as an important but little understood metric in the CPG world and demonstrate how a variety of other consumer-facing industries have been able to drive performance by focusing on their most valuable consumers.

The Retail Landscape in America
Steve Coffey – Chief Research Officer, The NPD Group

Consumer retail shopping behavior is well studied among Food and Drug retailers selling Packaged Goods and HBA. Perhaps more interesting and more important are those retailers attracting the rest of consumer’s retail spending -- General Merchandise retailers. Retail expert, The NPD Group, is releasing new research shedding light on General Merchandise and Online Retailers in terms of traffic, shopper conversion, trends, demographics, and consumer expenditure in this dynamic retailing sector.

ARF Advances in NeuroMarketing Forum

Monday, October 03, 2011
9:00AM - 11:00AM EST

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

NeuroStandards Collaboration Project

Continuing our groundbreaking NeuroStandards Collaboration Project launched at last year’s Advertising Week, we will present new insights focusing on how to best use neuromarketing research to generate valuable, valid insights.


  • Horst Stipp - EVP, Global Business Strategy, The ARF
  • Robert Woodard - EVP, Advertising Effectiveness, The ARF

ARF Best & Brightest Reception

Thursday, October 06, 2011
6:00PM - 8:00PM EST

Venue: ARF Office, 432 Park Ave South, 6th floor, New York City

In conjunction with Barefoot Wines, the Advertising Research Foundation invited all Advertising Week participants to join the other great minds in the creative, research, marketing and media communities for a two-hour networking reception at our office.

Hearst Tower

Hearst Tower
“Joseph Urban Theater”
300 West 57th St (@ 8th)
New York, NY
(Nearest trains are the A, B, C, D to 59th Street / Columbus Circle Station, use the 57th street exit)


What happened in 2010?

ARF Ad Week 2010 »

For more info, visit the Advertising Week website!