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The New York Times - Ad Research Organization Begins 75th Year

February 11, 2011

by Stuart Elliott

Diamonds are a girl’s best friend, the song goes, and they may prove equally agreeable for a research organization that is marking its diamond anniversary.

The Advertising Research Foundation in New York celebrated on Friday afternoon its 75th anniversary at a luncheon that honored the leaders of the organizations that began the foundation on Feb. 11, 1936.

The event feted presidents and chief executives of the Association of National Advertisers and the Four A’s, formerly known as the American Association of Advertising Agencies.

"Our 75th anniversary provides the marketing industry with an ideal opportunity to step back and assess the current state of advertising research," said Bob Barocci, president and chief executive of the foundation, "as well as identify vital, research-based insights that are driving the future of marketing effectiveness."

Those who attended the luncheon were briefed on the coming annual conference of the foundation, scheduled in New York on March 20 through 23. The conference, called Re:think 2011, is to be the organization’s largest ever and feature speakers like Martin Sorrell, chief executive of WPP, and Robert Groves, director of the United States Census Bureau.

The foundation also plans to publish two anniversary issues of its Journal of Advertising Research.

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