The ARF in Chicago

The ARF in Chicago


Developing Superior Creative and Optimizing Media
in an Era of Constant Change

Thursday, September 19
Leo Burnett Building
35 W Upper Wacker Dr  
Chicago, IL 60601

Live from Chicago . . . it’s the ARF! We are thrilled to host a special one-day member exclusive event and engage in meaningful discourse on cross-platform via two distinct vantage points: developing world-class creative and media planning/buying challenges and solutions.
Take this opportunity to “find your tribe,” frame up ideas, and solve obstacles to impact with your peers. Equip yourself with applications for your everyday business challenges on your path to excellence.
Join fellow ARF members—senior leaders across myriad industries—for a must attend day of discovery and discussions.
8:45–9:15am Breakfast & Networking
Power up your morning with a nosh and some networking.
9:15–9:30am Welcome
Gayle Fuguitt – CEO and President, ARF
Creative in 2013 and Beyond
What is the role of the planner in the era of big data? Does one creative strategy work across multiple touch points? Planners share their successes and (failures), lessons learned, and stories told around cross-platform creative from discovery and actions to top-line and bottom-line growth.
Hugh Allspaugh – Executive Director, Marketing Strategy & Analytics, Ogilvy
Kevin Lilly – SVP, Participation Strategy Director, Leo Burnett
Dan Sutton – Founder & CEO, Roundpeg Consulting
David Rabjohns – CEO, MotiveQuest LLC
A First-Hand Look at Superior Creative
Once considered a cool brand in the 1990s, Taco Bell later became seen as a cultural laggard (Brand Asset Valuator, 2010). The brand’s frat-boy, jester-like image and depiction across American culture in the 1990s synced up with the influences and mindset of Generation X. Hear how Draftfcb’s quantitative culture research convinced Taco Bell to shed the jester image of “Think Outside The Bun” and rebrand with “Live Más”, moving them from a “food as fuel” to a “food experience” restaurant.
Ryan Herzog – Director, Strategic Analytics, Draftfcb
Jason Methner – Director, Strategic Analytics, Draftfcb
10:45–11:15am Break & Audience Feedback on Creative
How can research help you get to better creative? If the ARF could do one thing—as it relates to creative quality—what would it be?
Michael Heitner – SVP, Member Value, ARF
Cross-Platform Reality Check
The world has changed, demanding that we shift into a new cross-platform measurement era. What are the pitfalls and opportunities? What are we missing? Hear from one of the giants in the industry.  
Gian Fulgoni – Executive Chairman and Co-Founder, comScore, Inc.
11:45am–12:15pm ARF Initiatives
In the past year, the ARF has engaged its members in a record number of original research initiatives. Learn about our work on how neuroscience is applied to creative effectiveness as well as highlights from our industry leading findings on research quality, streaming audio, and digital. 
Horst Stipp – EVP, Innovation, Global & Ad Effectiveness Research
12:15–1:15pm Lunch
1:15–1:45pm Keynote
The Role of Senior Executives In Leading Innovation
Most senior executives know their companies require innovation to remain competitive, but what exactly should they do—and not do—to enable meaningful, profitable change? Learn some actionable approaches to making innovation happen.
Robert Wolcott – Co-Founder and Executive Director, Kellogg Innovation Network
Media Industry Leaders Converse
Technology, research, and buying leaders share how their roles have changed in recent years. Hear how their outlooks have evolved and what new skill sets have become important. What do they see on the horizon and how are they preparing?
Jamie Anderson – Director of Brand Strategy and Customer Experience, SapientNitro
Bohb Blair – SVP, Experience Creation, Starcom MediaVest Group
David Marans – EVP, Innovation, Cross-Platform & Media Research
Horst Stipp – EVP, Innovation, Global & Ad Effectiveness Research
Cross-Platform and Other Hot Media Issues
Our guests will debate and discuss solutions to the myriad need-to-know topics that confront us today and tomorrow. The group will also share their thoughts for a 2014 research wish list.
Susanna Earnest – Group Director of Strategy, Annalect
Debbie Solomon – Managing Director, Business Planning, MindShare
Kate Sirkin – EVP, Research, Starcom MediaVest Group
David Marans – EVP, Innovation, Cross-Platform & Media Research
2:45–3:00pm Break
3:00–3:20pm Cross-Platform: Today's Challenge, Tomorrow's Opportunity
What is the reality of multi-platform advertising campaign performance in today's media marketplace? Hear what industry leaders tell us about TV/online challenges and opportunities via a new survey. Learn how clients are seeking to improve results with improved cross-platform planning and measurement capabilities, as well as through programmatic buying and real-time bidding.
Randall Beard – Global Head, Advertiser Solutions, Nielsen
3:20–3:40pm Audience Feedback on Cross-Platform
What are you thinking about cross-platform? We want to hear from you! What questions do you have that are unanswered? What does the ARF need to do for you?
David Marans – EVP, Innovation, Cross-Platform & Media Research
3:40–4:00pm Research Unplugged & Close
Hear what your colleagues have to say about getting to great creative and effective cross-platform media planning. In this fast-paced final session, be privy to a synthesis of the day’s discussions and take this opportunity to pose new questions.
Michael Heitner – SVP, Member Value, ARF
Tea & Talk
Join your colleagues for more conversation over afternoon tea.
ARF Young Pros Chicago Social
Join ARF Young Pros, a group for working industry professionals 30 years of age or younger, at Google’s beautiful downtown Chicago office.