360 Media and Marketing Super Council

<h2 style="color:#da7925">Upcoming Meetings</h2> <h5 class="program" style="margin-top: .4em;">FEBRUARY 18, 2010 • 2:30–4:30PM EST</h5> <h3>New Technology, New Media, New Measurement </h3> <h3 style="margin-top: 12px;">Registration</h3> <p>To attend in person or virtually, <a href="https://my.thearf.org/">register via My ARF »</a><br /> If you have any questions, please contact Zena Pagan at <a href="mailto:councils@thearf.org">councils@thearf.org</a>.</p> <p>Several industry initiatives are underway to provide research transformation and innovation, to improve the practice of methodological audience research and to take a look of what the future of advertising holds from a new technology and new media channel perspective. On February 18th, leaders from three of these initiatives will convene to update members of the 360 Media & Marketing Super Council on what we might expect in these areas in 2010 and beyond.</p> <p><strong>Featured Speakers </strong><br /> Mike Hess – EVP, Research, Marketing Science & Consumer Insights, Carat and Chairman of the Council for Research Excellence (CRE)<br /> Jane Clarke – Managing Director, Coalition for Innovative Media Measurement (CIMM)<br /> Catharine Findiesen Hays – Project Director, The Future of Advertising Project<br /> SEI Center for Advanced Studies in Management, Wharton School</p> <h3>Agenda</h3> <h5>2:30–2:35PM</h5> <p><em>Welcome and ARF Updates </em><br /> Craig Gugel – SVP-Media Analytics, The ARF</p> <h5>2:35–2:45PM </h5> <p><em>Introductions and Agenda Overview</em><br /> Mike Hess – EVP, Research, Marketing Science & Consumer Insights, Carat<br /> Leslie Wood – Chairman, LWR, Inc.</p> <h5>2:45–3:15PM</h5> <p>Mike Hess – EVP, Research, Marketing Science & Consumer Insights, Carat and Chairman of the Council for Research Excellence (CRE)</p> <h5>3:15–3:45PM</h5> <p>Jane Clarke – Managing Director, Coalition for Innovative Media Measurement (CIMM)</p> <h5>3:45–4:15PM</h5> <p>Catharine Findiesen Hays – Project Director, The Future of Advertising Project<br /> SEI Center for Advanced Studies in Management, Wharton School</p> <h5>4:15–4:25PM</h5> <p><em>Discussion and Q&A</em></p> <h5>4:25–4:30PM</h5> <p><em>Next Steps and Closing Remarks</em><br /> Mike Hess – EVP, Research, Marketing Science & Consumer Insights, Carat<br /> Leslie Wood – Chairman, LWR, Inc.</p> <h2 style="color:#da7925">Past Meetings</h2> <h5 class="program" style="margin-top: .4em;">DECEMBER 4, 2009</h5> <h3>ARF 360 Measurement Day Workshop</h3> <p>Cross-Channel Communications Planning: Challenges, Issues, Perspectives <br /> <a href="/assets/360-day">Learn more »</a></p> <h6>PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF </h6> <p><a href="https://my.thearf.org/User/MyDownloads.aspx#360"> 360 Measurement Day Presentations</a></p> <h5 class="program"><a href="/assets/ad-week-2009">SPECIAL ADVERTISING WEEK SESSION</a> – SEPTEMBER 22, 2009</h5> <h3>New Directions in Marketing Simulation, Scenario Planning, Comms Planning and Targeting</h3> <p>Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.</p> <p>To underscore the value of targeting in the Communications Planning process several industry leaders provided us with strategic insights/case studies identifying how they addressed various client targeting issues and/or how they helped their clients arrive at better communications plans through “what-if” scenario planning.</p> <h6>PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF </h6> <p><a href="https://my.thearf.org/User/MyDownloads.aspx#360"> Combined Presentations</a></p> <h5 class="program" >JULY 22, 2009</h5> <h3>New Insights from Social and Entertainment Media</h3> <p>David Brandt, Michael Dowling and Christie Kawada presented a series of case studies that are expected to shed new insights on how their respective companies are addressing strategic social media and/or entertainment issues for their clients. These will be followed by updates on each of the 360 MMSC Committees from committee co-chairs.</p> <p><strong>Featured Speakers</strong><br /> David Brandt – Executive Vice President, OTX<br /> Michael Dowling – Chief Executive Officer, Interpret LLC<br /> Christie Kawada, PhD – VP Strategic Marketing Science, Nielsen Entertainment</p> <h6>PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF </h6> <p><a href="https://my.thearf.org/User/MyDownloads.aspx#360"> Combined Presentations:<br /> Consumers and Their Screens<br /> Major Trends in Digital Media: Three Screens and a Cloud<br /> Nielsen’s 360 Approach to Understanding Today’s Digital Media Consumers</a></p> <h5 class="program" style="margin-top: .4em;">APRIL 22, 2009</h5> <p>Jess Aguirre from The Hallmark Channel presented “A Fusion Case Study” with The Nielsen Company, which was followed by a panel discussion and Q & A session. The 360 Committees provided updates on their initiatives.</p> <h6>PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF </h6> <p><a href="https://my.thearf.org/User/MyDownloads.aspx#360">Meeting Notes<br /> Combined Meeting Presentations</a></p> <h5 style="color:#38939b;">FEBRUARY 19, 2009</h5> <h3>ARF Launches 360 Media and Marketing Super Council</h3> <p>The first meeting of the 360 Media and Marketing Super Council was held at the ARF.</p> <p>Another major research initiative for the ARF, the Council’s mission will be twofold: </p> <ul type="disc"> <li>to advance the approaches, ROI assessment, testing and evaluation methods of media and communications planning by creating a forum for articulating a 360 marketing belief structure; and</li> <li>to be instrumental in identifying world-class cross media research tools in the context of a new ARF media model, enabling ARF members to operate efficiently and effectively in a 360 marketing world</li> </ul> <h6>PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF </h6> <p><a href="https://my.thearf.org/User/MyDownloads.aspx#360">Kickoff Meeting Presentation</a><br /> <a href="https://my.thearf.org/User/MyDownloads.aspx#360">360 Media & Marketing Council Meeting Minutes</a></p> <h2 style="color:#da7925">360 Media and Marketing Committees</h2> <p class="program" style="margin-top: .4em;"><a href="https://my.thearf.org/User/MyDownloads.aspx#360">2009 Meeting and Committee Notes Available on My ARF </a><br /> </p> <h3>Steering Committee</h3> <p>The 360 Media and Marketing Super Council will be guided by a highly credentialed steering committee, driven by four working committees:</p> <p><strong>360 Model Committee  </strong><br /> CO-CHAIRS: <br /> Erwin Ephron – The Ephron Consultancy <br /> Henry Assael – NYU Stern Business School <br /> Bill Harvey – TRA <br /> Shubu Mitra – The Coca-Cola Company </p> <p>MEMBERS: <br /> Jim Forrest – OTX Research <br /> Jay Luttrell – Jay Luttrell Associates <br /> Jo-Ann Osipow – Synovate <br /> Robert Passikoff – Brandkeys <br /> Judit Nagy – MySpace/Fox Interactive<br /> Jason Levin – Razorfish<br /> Amy Shea – Brandkeys<br /> Gale Metzger – Knowledge Networks<br /> Alice Sylvester – Sequent Partners<br /> Maury Giles – Pursuit</p> <p><strong>Analytics/ROI/Data Integration Committee </strong><br /> CO-CHAIRS: <br /> Leslie Wood – LWR <br /> Jane Clarke – Time Warner <br /> Mike Hess – Carat <br /> Sharad Doshi – Johnson & Johnson <br /> Peter Kloprogge – Pointlogic </p> <p>MEMBERS: <br /> Jim Collins – Mediamark <br /> Jess Aguirre – Hallmark Channel/Crown Media<br /> Damon Ragusa – ThinkVine<br /> Peter Doe – Nielsen <br /> Erwin Ephron – The Ephron Consultancy <br /> Marty Frankel – Mediamark <br /> Susan Hogan – Martha Stewart <br /> George Ivie – MRC <br /> Max Kilger – Experian <br /> Daria Nachman – ABC <br /> David Napior – Mediamark<br /> David Shiffman – Starcom Mediavest <br /> Leslie Stubin – VMS <br /> Harmen Westra – Insight Express <br /> Howard Shimmel – Nielsen<br /> Gary Getto – VMS<br /> Henry Laura – Knowledge Networks<br /> Robert Ceurvorst – Synovate<br /> Jason LeBar – Electronic Arts<br /> Sarah Gelfand – Acxiom</p> <p><strong>Media & Communications Planning Committee </strong><br /> CO-CHAIRS: <br /> Mike Hess – Carat  <br /> Jane Clarke – Time Warner <br /> Marianne Foley – Harris Interactive  <br /> Hadassa Gerber – Syndicated Network Television Association </p> <p>MEMBERS: <br /> Jeff Holecko – Kimberly Clark<br /> Bill Havlena – Dynamic Logic/Millward Brown <br /> Henry Laura – Knowledge Networks <br /> Alice Sylvester – Sequent Partners<br /> Bruce Goerlich – Rentrak Corp.</p> <p><strong>Testing & Optimization Sub-Committee </strong><br /> CO-CHAIR: <br /> David Brandt – OTX Research <br /> Sharad Doshi – Johnson & Johnson<br /> Damon Ragusa – ThinkVine<br /> Mike Pardee – Scripps Networks</p> <p>MEMBERS: <br /> Allan Kuse – MMAP Center<br /> Judit Nagy – MySpace/Fox Interactive<br /> Jeff Holecko – Kimberly Clark</p> <p>The new 360 Media and Marketing Super Council steering committee will comprise the co-chairs from each of these working committees plus two ARF members and will be co-chaired by one ARF staff member in concert with two non-ARF-staff members from the steering committee.</p> <h3>In operating the 360, the ARF will focus on:</h3> <p><strong>Thought leadership innovation</strong></p> <ul> <li>Revamping the ARF Media & Marketing Model</li> <li>Development of a 360 communications planning roadmap</li> </ul> <p><strong>Dissemination of information through knowledge channels</strong></p> <ul> <li>Progress reports, knowledge briefs, white papers, JAR articles</li> <li>PR, ARF webcasts and the ARF website</li> </ul> <p><strong>Co-operative with the WFA Media Committee</strong></p> <ul> <li>To be established to enable sharing of knowledge and insights between the WFA<br /> Media Committee and the ARF 360 MMSC</li> </ul> <p><strong>Co-operative expected to include</strong></p> <ul> <li>Joint webcasts, workshops, panel interchange</li> <li>Cooperative quarterly publications, inter-council speaking engagements</li> </ul> <p>The goal is to provide ARF with a formal international media connection and to reap the<br /> benefits of:</p> <ul> <li>International contacts </li> <li> Innovative research methods developed abroad</li> <li>Global media content collection and media exposure </li> </ul> <h2 id="chair" style="color:#da7925">Council Chairs</h2> <h3 id="cugel">Craig Gugel – Senior Vice President, Media Analytics, The ARF</h3>  <p>Craig manages the Media Analytics practice at the ARF. In this position he serves as a public face of the ARF and a leading industry thinker on all media related issues.</p> <p>Prior to joining the ARF, Craig served as President of Telmar Information Services and Telmar HMS where he managed all operations for the Telmar Group in North America. Conde Nast Publications, The Economist, Financial Times, PHD-US, Optimedia, OMD Canada, Google and Discovery Communications were among the most active of the clients his team was responsible for managing. </p> <p>He came to Telmar from Nielsen-IMS, where he was Executive Vice President, Worldwide Analytics & Strategy. While at Nielsen-IMS, Craig worked extensively in the entertainment and retail research fields with such clients as Screenvision, KCBS-TV, Nielsen EDI, Nielsen Interactive Entertainment, Nielsen Soundscan and In-Store Broadcasting Network.</p> <p>Prior to IMS, Craig was Executive Vice President and Director of Strategic Insights at Optimedia International, a division of Publicis-owned ZenithOptimedia. At Optimedia, his client responsibilities included consumer insights work for clients L’Oreal, BMW and Nestle. </p> <p>He began his career as a spot media buyer at Kenyon & Eckhardt Advertising in Detroit working on Ford Motor’s Lincoln-Mercury account. He later gravitated to the New York research community and worked for several agencies including: McCann-Erickson Worldwide, Foote Cone & Belding Communications and Organic, Inc. After establishing and running Organic’s, media planning, buying and consumer research arm, Craig founded and ran his own research consultancy, Manhattan-Pacific Multimedia until he moved to Optimedia in 2001. </p> <p>Craig is a member of ESOMAR and a past board member of the Advertising Research Foundation. He is also an Adjunct Assistant Professor in the Advertising & Marketing Communications Department at Fashion Institute of Technology, a college of the State University of New York. He received his Bachelor’s degree in Communications and Sociology from the University of Windsor in Ontario, Canada and completed graduate work in Media Studies at New School University in New York. </p> <h3 id="hess">Mike Hess – EVP Research, Marketing Science, and Consumer Insights, Carat</h3> <p class="board-img"><img src="http://s3.amazonaws.com/thearf-org-aux-assets/people/80x100/hess.jpg" alt="Cugel" /></p> <p>Mike recently joined Carat as EVP Research, Marketing Science and Consumer Insights. In this new role, he oversees all of the company’s activities in those areas for the US and has a particular focus in the integration of classic offline data with digital data sets.</p> <p>Before joining Carat, he was Global Research Director at OMD, where he introduced tools that fused psychographic segmentation with media consumption. He also conducted a number of global studies with partners such as Yahoo! and AOL’s Platform A. </p> <p>Before that, Mike was Senior Vice President/Chief Research Officer with the NFO unit of the integrated TNS-NFO research firm. There he consulted on various forms of survey research including advanced analytic techniques such as conjoint analysis, volume forecasting, segmentation, virtual shopping designs and the integration of Behavioral research with Attitudinal research. In addition, he was the global expert for TNS in the understanding of how consumers make decisions at Retail, and, in that role, developed models that linked consumer brand loyalty to the retail shelf decision-process.</p> <p>He has worked at Chicago-based research firms ACNielsen/BASES, and Information Resources, Inc. Mike's client-side experience includes Bristol-Myers Squibb and Clorox, where he was Director of Marketing Research.</p> <p>Mike earned his MBA from the Wharton school, an MA in experimental psychology from Columbia University, and a BS in psychology from Loyola University of Chicago.</p> 2008-03-26T00:00:00-05:00

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