ARF Engagement Council

<h2 style="color:#da7925">Upcoming Meetings</h2>  <p>Next meeting soon to be posted. Please check back.</p>  <h2 style="color:#da7925">Past Meetings</h2> <h5 class="program" style="margin-top: .2em;"><a href="/assets/ad-week-2009">SPECIAL ADVERTISING WEEK SESSION</a> – SEPTEMBER 23, 2009</h5> <h3>Engagement Moves Forward: New Case Studies and Evidence Venue</h3> <p>Belle Frank, EVP of Young & Rubicam, showcased new work and solutions regarding engagement. Bill Siegel, CEO of Longwoods International, presented dramatic evidence of engagement at work in television and print advertisements. Anne Manning, Founding Partner of Drumcircle and Barbara Basney, Global Advertising, Marketing & Communications from Xerox Corporation discussed how to engage a B-to-B audience.</p> <h6>PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF</h6> <p><a href="https://my.thearf.org/User/MyDownloads.aspx#engagement">Combined Presentations</a></p> <h5 class="program">JUNE 25, 2009</h5> <h3>Creating and Measuring Engagement</h3> <p>Join Greg Whiteman and Bob Woodard on June 25th for the ARF’s summer Engagement session. </p> <p>The U.S. Navy must recruit individuals with a wide range of skills and interests, from SEALs to chaplains, from pilots to linguists, from nurses to nuclear engineers. This presentation will take a look at how the Navy engages numerous and diverse targets using a wide range of media vehicles in an integrated fashion. We'll review what and how Navy's recruiting communications efforts are measured and the results we've attained."</p> <p>Wunderman will be featuring a case study from Burger King that will demonstrate how an immersive digital experience can create engagement and drive brand loyalty among moms and kids. Building from the results of research around moms and kids, Club BK took shape as a fully immersive digital world to give mom tools to manage and maximize quality family time, while creating an online space for children and tweens to be entertained. The session will also address the topic of measuring engagement. New and emerging methodologies and measurement technologies will be illustrated through additional Wunderman client case studies.</p> <p>Dr. Joseph Plummer from Olson Zaltman Associates will share their recent ZMET case study that led to engaging creative in collaboration with Cisco.</p> <h6>PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF</h6> <p><a href="https://my.thearf.org/User/MyDownloads.aspx#engagement">Meeting Notes</a></p> <p><a href="https://my.thearf.org/User/MyDownloads.aspx#engagement">Combined Presentations:<br /> Targeting and Communications – U.S. Navy Case Study<br /> Engaging to Link Different Segments in a New Relationship - Burger King<br /> Engaging the Not Easily Engaged – Cisco</a></p> <h5 class="program">WEDNESDAY, APRIL 15</h5> <h3>New Ways of Defining and Measuring Engagement</h3> <p>John Kenny from DraftFCB Chicago presented the launch of Alli; the first, FDA approved over-the counter weight loss medication. He discussed how Alli executed a very innovative and integrated retail program to engage consumers and drive sales.  </p> <p>Dr. Joel Weinberger from Thinkscan presented a new case study using Neuroscience-based methodologies. Josh Chasin discussed comScore’s development of an advanced method to measure online engagement.</p> <h6>PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF</h6> <p><a href="https://my.thearf.org/User/MyDownloads.aspx#engagement">Meeting Notes<br /> Applying the "Peterson Model" for Vehicle Engagement</a><br /> <a href="https://my.thearf.org/User/MyDownloads.aspx#engagement">Discovering What People Really Think</a></p> <h5 class="program">NOVEMBER 19, 2008</h5> <h3>Market Performance</h3> <p>How have organizations used Engagement to drive improved market performance? How are they rethinking the ways to integrate media to increase their connections with their consumers? Where is the emerging field of marketing neuroscience headed in its efforts to help us understand what Engagement is and how best to drive it? Two organizations provided perspectives on these issues: Valassis and Innerscope Research.</p> <h6>PRESENTATIONS</h6> <p><img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/engagement/2008-11-19_ARF_Engagement_Innerscope.pdf">Innerscope Research - A Revolution in Audience Research</a> (PDF, 6.6mb) <br /> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/engagement/2008-11-19_ARF_Engagement_Valassis.pdf">A Discussion of Accountability, Engagement, Activation</a> (PDF, 92kb) </p> <h5 class="program">AUGUST 20, 2008 </h5> <h3>In Chicago – Consumer Behavior and Influencing Bottom Line</h3> <p>Much progress is being made to establish Engagement as a key metric of success for advertising. Focusing attention on driving customers’ behaviors and influencing bottom line results is critical to enhancing the performance of advertising.</p> <p>During this council meeting, we explored such topics as the direct correlation of consumers’ engagement with content and consumers’ engagement with advertising and the impact on product purchasing and Engagement Mapping to allow advertisers to determine the impact across all marketing touchpoints. </p> <p><img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/engagement/2008-08-20_ARF_Engagement_Agenda.pdf">Download agenda »</a></p> <h6>PRESENTATIONS</h6> <p><img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/engagement/2008-08-20_ARF_Eng_Simmons.pdf">Multi-Media Engagement Study</a> (PDF, 404kb) <br /> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/engagement/2008-08-20_ARF_Eng_Atlas.pdf">Engagement Mapping</a> (PDF, 2.1mb) <br /> </p> <h5 class="program">MAY 22, 2008</h5> <h3>Moving Engagement Forward</h3> <p>The new Engagement Council is spearheading the effort to:</p> <ol> <li> Move Engagement from a Research focus to an Advertiser focus</li> <li>Move Engagement from a Theory perspective to an Action perspective</li> </ol> <p>The definition of Engagement developed by an intra-industry committee, representing advertisers and suppliers, clearly focused on the consumer:</p> <h4>Turning on a prospect to a brand idea enhanced by the surrounding context.</h4> <p>It shifted the focus of the objective and measurement of advertising from reach/frequency and awareness/attitudes to behaviors.  While this definition opened a diverse dialogue around the value of developing and measuring from this new context, it also raised questions about what specifically was “consumer engagement.”  To respond to this challenge, it was proposed that a practical statement of “consumer engagement” would be.</p> <h4>Generating relevant behavior with the customer or prospect.</h4> <p>During this council meeting, two leaders in the advertising field presented their perspectives and experiences on the actual application of engagement in developing advertising campaigns. We explored the potential value of engagement as a way to enhance your advertising and make it more consumer and results focused.<br /> </p> <p><img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/engagement/2008-05-22_ARF_Eng_Agenda.pdf">Download agenda »</a></p> <h6>PRESENTATIONS</h6> <p><img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/engagement/2008-05-22_ARF_Eng_DeSena.pdf">There is No EScore</a> (PDF, 260kb) <br /> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/engagement/2008-05-22_ARF_Eng_LaPointe.pdf">How Do You Measure Engagement?</a><br /> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/engagement/2008-05-22_ARF_Eng_Wakeling.pdf">Engagement & Beyond</a> (PDF, 276kb) </p> <h5 class="program">MARCH 20, 2008 </h5> <h3>Engagement Moves from Theory to Practice</h3> <p>The March 20th Engagement Council Meeting agenda included a joint presentation by MTV Network’s Colleen Fahey Rush and Todd Cunningham on their Multi-screen Cross-Platform Engagement Study.</p> <p><img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/engagement/2008-03-20_Engagement_Agenda.pdf">Download agenda »</a></p> <h6>PRESENTATIONS</h6> <p><img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/engagement/2008-03-20_ARF_Engagement_FaheyRush_Cunningham.pdf">Engagement Moves from Theory to Practice</a> (PDF, 1.5mb) <br /> <img src="http://s3.amazonaws.com/thearf-org-aux-assets/pdf.gif" alt="pdf" width="16" height="16" /> <a href="http://s3.amazonaws.com/thearf-org-aux-assets/downloads/cnc/engagement/2008-03-20-Scott.pdf">Moving Engagement from Theory to Practice</a> (PDF, 27.2mb) <br /> </p> <h2 id="chair" style="color:#da7925">Council Chairs</h2> <h3 id="whiteman">Greg Whiteman – United States Postal Service</h3> <p class="board-img"><img src="http://s3.amazonaws.com/thearf-org-aux-assets/people/80x100/whiteman.jpg" alt="Whiteman" width="80" height="100" /></p> <p>Greg has a BA from Dartmouth College, a Master of International Studies from the School of Advanced International Studies, The Johns Hopkins University, and an MBA in Marketing from The George Washington University.</p> <p>Greg has held a series of executive management positions in Product Management, Sales, Market Research, and Marketing Planning.</p> <p>Currently Greg is the Manager, Market Research in the Market Strategy and Support Group in the Marketing group.  He is responsible for the ongoing market research, market and competitive analysis, customer analytics, and segmentation analysis and planning. </p> <p><a href="#container">Top »</a></p> <h3 id="woodward">Bob Woodard – Campbell Soup Company</h3> <p class="board-img"><img src="http://s3.amazonaws.com/thearf-org-aux-assets/people/80x100/woodward.jpg" alt="Woodward" width="80" height="100" /></p> <p>Bob Woodard’s 30 years of professional experience has spanned the areas of Marketing Research and Analysis, Brand Marketing, Marketing Strategic Planning, Finance, and Sales at companies such as Campbell Soup Company, The Coca-Cola Company, and Frito-Lay, Inc. Over twenty years of his career have concentrated on Consumer Research/Marketplace Analysis/Marketing Strategy.</p> <p>For the past six years, Bob has been Vice President of Global Consumer and Customer Insights at Campbell Soup Company. He leads the company’s efforts to develop deep and differentiating consumer insights and convert them into action and, ultimately, business growth. Of particular interest to Bob is advancing the marketing research field at Campbell by introducing and integrating into practice key academic learning on the mind of the consumer, consumer choice, and promising new research methodologies, as well as by promoting a rigorous, integrative approach to the derivation and communication of consumer insights.</p> <p>Prior to joining Campbell he spent nine years at The Coca-Cola Company in Atlanta, Georgia and Johannesburg, South Africa and ten years at Frito-Lay, Inc. in Dallas. His increasingly responsible assignments at these three companies have covered North America, Europe, Australia, Asia, Africa, and Latin America. In addition, he has led a marketing research organization in the retail sector and has worked for a major automotive manufacturer.</p> <p>From 2004 to 2006 Bob was Co-Editor of the Journal of Advertising Research and is currently a Senior Contributing Editor to the Journal. He is also a member of the Executive Committee of the Marketing Science Institute (MSI) and a member of the Board of Directors of the Association for Consumer Research. He has given talks at the MSI, the American Management Association, The Institute for International Research, The INFORMS Conference on “The Practice and Impact of Marketing Science 2007,” The Wharton School, and Temple University’s Fox School of Business and participated in an expert panel on “Human Insights” at the ARF’s 2006 “What’s Next” Conference.</p> <p>He recently was awarded the Marketing Research Association’s “Professional Researcher Certification” at the Expert level.</p> <p>Bob holds degrees from Georgetown University in Washington DC (B.A.) and The Ohio State University (M.B.A.). </p> <p><a href="#container">Top »</a></p> 2008-03-26T00:00:00-05:00

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