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Kimberley Dedeker Named Chairperson of ARF Online Research Quality Council Client Advisory Board

August 4, 2008

New York, NY – August 4, 2008

In a move to further enhance its industry impact, the Advertising Research Foundation (ARF) has named Kimberley B. Dedeker, Vice President, External Capability Leadership - Global Consumer & Market Knowledge, The Procter & Gamble Company, as Chairperson of the Online Research Quality Council (ORQC) Client Advisory Board, it was jointly announced today by Robert Barocci, ARF President and CEO, and Robert Tomei, Chairman of the ARF/ORQC, and President, Consumer & Shopper Insights, Information Resources, Inc.

“Since the inception of the ORQC last August, our focus has been on building a broad industry consensus on key research quality-related issues and we have done that as the ARF has recently issued five research-on-research RFP’s to enhance learning on the major quality issues,” stated Barocci. “The ultimate success of this important industry initiative depends on the active participation and leadership of major advertisers. That’s why we are especially delighted to have P&G’s Kim Dedeker serve as Chairperson of the ARF ORQC Client Advisory Board which today consists of leaders across a wide variety of industries.” The Client Advisory Board includes…

  • Robert Atencio, VP, Insights and Customer Strategy, Wal-Mart Stores, Inc.
  • Jim Carter, Executive Director, Advertising Research & Metrics, AT&T
  • Dr. Tom Evans, VP, Audio Research and Special Projects, ESPN
  • Gayle Fuguitt. VP, Consumer Insights, General Mills, Inc.
  • Ron Gailey, SVP, Director of Research & Customer Insight, WaMu
  • Leroy Leiker, SVP, Brand Marketing Research, Bank of America
  • James Mendelsohn, VP, Corporate Strategy, Capital One
  • Steven Oi, Sr. Consumer Insights Manager, Kraft
  • Amy Raihill, Consumer Insights Manager, Shell
  • Michelle Salazar, Sr. Director, Global Consumer & Business Insights, McDonald’s
  • Bob Sanders, Sr. Manager – Marketing Strategy, Measurement & Insights, Allstate Insurance Company
  • Stan Sthanunathan, VP, Global Knowledge & Insights, Coca-Cola
  • Clifford Thumma, Sr. Director, Team Leader, US Market Analytics, Pfizer, Inc.
  • John Willard, Director, Market Research & Consumer Relations, Bayer Consumer Care

“I am honored to work with such a distinguished group of industry leaders to catalyze the quality improvements we need in consumer research,” Dedeker stated. “We will support the ORQC in aggressively completing the work chartered in the online RFP processes and will provide the vision for the subsequent phases of the journey we have embarked on.”

“When we formed the ORQC, it was with two specific commitments to the industry,” commented Tomei. “First, it had to be knowledge-driven, which is already being evidenced by the recent launch of the ‘Foundation of Quality’ research-on-research project and, equally important, our ultimate conclusions and recommendations had to be client driven.”

“With Kim Dedeker at the helm of such a prestigious group of Industry leaders,” said Tomei, “we can now look forward to invaluable input and guidance as marketers and research agencies work together to address the many critical issues and opportunities facing the quality of online research today.”

Tomei continued: “Working with Kim and the ARF, we have identified many areas in which this newly created role will benefit our current (and future) initiatives including, but not limited to:

  1. Increase the quality of the dialogue and cooperation between manufacturers and research agencies;
  2. Consolidate the industry needs and opportunities around research quality – focusing initially online, but eventually expanding the scope of the Research Quality Council over time to address both emerging platforms (i. e., communities, forums, mobile) and more traditional offline research techniques;
  3. Provide industry leadership and strengthen the partnerships between manufacturers and research agencies to align around best practices, standards and key quality metrics;
  4. Collaborate with colleagues on the Client Advisory Board to provide industry leadership and alignment ensuring a bias toward action, even as we incorporate ongoing knowledge and learning.”

Media Contact
Advertising Research Foundation 
Barry Schwartz
212-677-8700 Ext 18
barry@schwartzpr.com

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