The ARF is proud to present Re:think Plus, a virtual extension of Re:think 2012!

Over three days, April 17 – 19, 2012, new research papers will be presented in a series of 30-minute webcasts (including Q&A), covering these topics:

• Innovative Ways to Optimize Advertising
• Better Models for Better Mousetraps
• Social Media:  Planning Metrics
• New Insights Through Neuroscience
• Cross-Platform Trials, Tribulations, and Triumphs
• Ogilvy Awards Case Studies

These papers will be presented publicly for the first time at Re:think Plus and will cover the industry’s hottest topics – providing immense value to ARF members and the industry as a whole.

We hope you can join us for this virtual event April 17–19. 

Re:think Plus is FREE for ARF members.

The ARF congratulates the winners of the ARF David Ogilvy Awards!
Proudly sponsored by Microsoft Advertising, Ipsos, and Ogilvy & Mather.

Natasha Hritzuk – Global Insights and Analytics Director, Microsoft Advertising
Alex Gronberger – CEO, Ipsos ASI
Julie Haner – NA Vicks CMK Associate Manager, Procter & Gamble
Mike Rabuck – Vice President, Ipsos ASI
Photo by: Alaric Campbell Photography

GRAND OGILVY AWARD WINNER
HEALTH + PERSONAL CARE
“In the NFL, there are no sick days.” Vicks DayQuil and Vicks NyQuil
RESEARCH: Ipsos ASI, Nielsen, Ipsos UU, Arc, Forrester, MarketTools
AGENCY: Publicis, Devries, Arc, Riber Sports Marketing
MEDIA: Starcom MediaVest Group
Download Case Study
View Video

In hopes of increasing day and night usage of its products, Vicks needed something relevant and memorable to help link its two main brands, NyQuil and DayQuil, using similar core equities around efficacy and powerful relief. Ultimately, the company arrived on the NFL, a sport synonymous with power that aligned perfectly with the cold season. The physical and mental challenges present in this career are widely understood. Vicks advertised both brands equally across all tactics using the trials of playing in the NFL as a torture test for cold medicine. Vicks demonstrated the need for, and the brands' ability to provide, powerful sleep and mental alertness surrounding one unifying, rigorous test—game day.

RESEARCH ACHIEVEMENT OGILVY AWARD WINNER
MULTICULTURAL
“Enciéndete FiOS” Verizon FiOS
RESEARCH: Ebony Marketing Research, Synovate, Forrester, Qualvu
AGENCY: Lopez Negrete Communications
MEDIA: Lopez Negrete Communications, Zenith, ID Media, R/GA
Download Case Study
View Video

In the turbulent context of the highly commoditized telecommunications category, five years after its initial launch FiOS still lacked awareness and differentiation among the Hispanic community. Lopez Negrete created a comprehensive research strategy designed to identify the target and subsequently inform a customized Hispanic marketing strategy. The Passionistas emerged as the lead communications target. This newly defined group of bicultural and unacculturated Hispanics, tied by their shared mindset and attitudes toward technology, are the digital trailblazers of U.S. Hispanics. The Enciéndete FiOS campaign objective was to engage consumers from awareness to action; the creative strategy was to make FiOS tangible by featuring situations in which it empowers and improves consumers' lives. The results speak for themselves. FiOS attained a 121% increase versus goal, delivered a 65% increase in call volume, and reduced cost per call by 41% YOY.

RESEARCH INNOVATION OGILVY AWARD WINNER
AUTOMOTIVE
“There’s Life to be Done” Chevrolet Silverado
RESEARCH: Ilsa Hazelwood, TNS, GfK, General Motors, Goodby, Silverstein & Partners, Maritz Research
AGENCY: Goodby, Silverstein & Partners
MEDIA: Starcom MediaVest Group
Download Case Study
View Video

The "There's Life to Be Done" campaign was born entirely from groundbreaking research and analysis into the Chevrolet Silverado brand, taken on to reverse a many-year decline in brand metrics, sales, and share in the face of no new product improvements and post-bailout reductions in marketing budgets. The campaign, which ran in fall 2011, produced astounding results in short order, reversing declines and posting gains across the board. Research at every step in strategy, development, and execution of the campaign discovered, uncovered, refined, validated, and delivered as a critical partner in this unprecedented campaign for Silverado.

CATEGORY WINNERS

AUTOMOTIVE

GOLD  “There’s Life to be Done” Chevrolet Silverado
RESEARCH: Ilsa Hazelwood, TNS, GfK, General Motors, Goodby, Silverstein & Partners, Maritz Research
AGENCY: Goodby, Silverstein & Partners
MEDIA: Starcom MediaVest Group
Download Case Study
View Video

SILVER  “Intelligence” Audi
RESEARCH: Qualitative and Quantitative Research Inc., Strategic Vision, GfK
AGENCY: Venables Bell & Partners
MEDIA: MediaCom
Download Case Study
View Video

BEVERAGES + ALCOHOL

GOLD  “Happiness Machine - Where Will Happiness Strike Again?” The Coca-Cola Company
RESEARCH: Millward Brown
AGENCY: Definition 6
Download Case Study
View Video

SILVER  “It Is What it Isn’t” Maker’s Mark
RESEARCH: Whitman Insight Strategies, Protagonist, Egg Strategy, Millward Brown
AGENCY: Doe Anderson
MEDIA: Starcom MediaVest Group
Download Case Study
View Video

BUSINESS-TO-BUSINESS

GOLD  “Communication Targeting Program” PACCAR Parts
RESEARCH: Draftfcb
AGENCY: Draftfcb
MEDIA: Draftfcb
Download Case Study
View Video

SILVER  “Ready for Real Business” Xerox
RESEARCH: Millward Brown
AGENCY: Young & Rubicam
MEDIA: MEC
Download Case Study
View Video

CONSUMER ELECTRONICS

GOLD  “You are the Controller” Kinect for Xbox 360
RESEARCH: Greenberg Brand Strategy, GFK, Nielsen IAG, Millward Brown, MetrixLab
AGENCY: TwoFifteen McCann, AKQA, Elelman, Wunderman
MEDIA: Universal McCann
Download Case Study
View Video

SILVER  “How Sprint Learned that Customer Love Could Cure their Ills” Sprint
RESEARCH: Motive Quest
AGENCY: EURO RSCG
Download Case Study

DIGITAL + MEDIA

GOLD  “People Who Get IT” CDW
RESEARCH: comScore
AGENCY: Ogilvy & Mather
MEDIA: Neo@Ogilvy
Download Case Study
View Video

SILVER  “Halal History in the Making” Saffron Road and Whole Foods Market
RESEARCH: Hewar Social Communications
AGENCY: Hewar Social Communications
Download Case Study

FASHION + HOUSEHOLD PRODUCTS

GOLD  “Style with Substance” IKEA
RESEARCH: iTracks
AGENCY: Leo Burnett Canada
MEDIA: Jungle Media
Download Case Study
View Video

SILVER  “The Barcode Brews it Better” Tassimo
RESEARCH: Fresh Squeezed Ideas, TNS, Millwards Brown, Nielsen, NPD Group, Synovate, Ipsos
AGENCY: Ogilvy & Mather Canada, Trapeze
MEDIA: MediaVest
Download Case Study
View Video

FINANCIAL SERVICES

GOLD  “Future Campaign” Ameriprise Financial
RESEARCH: Chadwick Martin Bailey, Brand Trust, The Futures Group, Harris Interactive, Communispace, TNSBrand Tracing Study, Mintel, Sullivan Reports, Phoenix Tracking Study, Ace Metrix, S. Radoff Associates, PlannerZone, Q-Scores
AGENCY: R/GA
MEDIA: Initiative, Iprospect
Download Case Study
View Video

SILVER  “BankAmericard Cash Rewards™ Credit Card” Bank of America
RESEARCH: Ipsos, Millward Brown, Maslansky Luntz + Partners, Phoenix Marketing, NeuroFocus
AGENCY: BBDO
MEDIA: Starcom MediaVest Group
Download Case Study
View Video

GOVERNMENT + NON-PROFIT + PUBLIC SERVICE

GOLD  “Take the First Step” GED Achievement
RESEARCH: Hall and Partners, GfK MRI
AGENCY: DDB Chicago; Ad Council
MEDIA: Ad Council
Download Case Study
View Video

SILVER  “Your Other Address” United States Postal Service
RESEARCH: Draftfcb Chicago
AGENCY: Draftfcb Chicago
MEDIA: Campbell-Ewald
Download Case Study
View Video

HEALTH + PERSONAL CARE

GOLD  “In the NFL, there are no sick days.” Vicks DayQuil and Vicks NyQuil
RESEARCH: Ipsos ASI, Nielsen, Ipsos UU, Arc, Forrester, MarketTools
AGENCY: Publicis, Devries, Arc, Riber Sports Marketing
MEDIA: Starcom MediaVest Group
Download Case Study
View Video

SILVER  “Smooth Finish Facial Hair Removal Duo” Olay
RESEARCH: Ipsos
AGENCY: Saatchi & Saatchi, ARC Worldwide & Digitas
MEDIA: Starcom MediaVest Group
Download Case Study

INTERNATIONAL

GOLD  “Anticipation” Budweiser
RESEARCH: Ipsos ASI, Ipsos Marketing, Innerscope, ABM
AGENCY: Anomaly
MEDIA: Busch Media (US)/Global Various
Download Case Study
View Video

SILVER  “It's a Great Time to be a Family” Microsoft
RESEARCH: Nielsen IAG, GfK, Hall & Partners
AGENCY: Crispin Porter + Bogusky
MEDIA: Starcom MediaVest Group
Download Case Study
View Video

MULTICULTURAL

GOLD  “Enciéndete FiOS” Verizon FiOS
RESEARCH: Ebony Marketing Research, Synovate, Forrester, Qualvu
AGENCY: Lopez Negrete Communications
MEDIA: Lopez Negrete Communications, Zenith, ID Media, R/GA
Download Case Study
View Video

SILVER  “Where I'm From” U.S. Marine Corps
RESEARCH: Communique Partners
AGENCY: UniWorld Group Inc.
MEDIA: JWT
Download Case Study
View Video

PACKAGED GOODS

GOLD  “Hunt's Crash Kitchen Tour” Hunt’s Tomatoes
RESEARCH: International Insights, Consumer Knowledge Centre, Insights in Marketing, Ipsos ASI, Communicus
AGENCY: Sapient Nitro, Ketchum, Possible Worldwide
MEDIA: MediaCom
Download Case Study
View Video

SILVER  “Break time. Anytime.” Kit Kat
RESEARCH: Millward Brown/Theory Research
AGENCY: Arnold, NYC/ Epoch Films
MEDIA: OMD
Download Case Study
View Video

PHARMACEUTICAL

GOLD  “MY RA FIT KIT DRTV campaign for Patients with Rheumatoid Arthritis” UCB
RESEARCH: Communispace
AGENCY: AdvanceMarketWorx, TargetBase, Heartbeat Ideas
MEDIA: Integrated Media Solutions
Download Case Study
View Video

SILVER  “The Right Medicine for the Real Problem” Advil
RESEARCH: GfK Custom Research, Copernicus, Harris Interactive, Firefly Millward Brown, HotSpex, ACNielsen BASES, IRI
AGENCY: Grey
MEDIA: Target Cast and Underscore
Download Case Study
View Video

PROFESSIONAL SERVICES

GOLD  “CTU: Are You In?” Colorado Technical University
RESEARCH: Ogilvy Discovery, ARS/comScore, Cheskin/Added Value
AGENCY: Ogilvy NY
MEDIA: Neo@Ogilvy
Download Case Study
View Video

RETAIL + E-TAIL

GOLD  “KFC $10 Sunday Buckets” KFC
RESEARCH: Draftfcb
AGENCY: Draftfcb
MEDIA: MEC
Download Case Study
View Video

SILVER  “Rockwell Jawhorse” Rockwell Tools
RESEARCH: PrecisionDemand
AGENCY: PrecisionDemand
Download Case Study
View Video

SHOPPER MARKETING

GOLD  “Latte Love” Milk
RESEARCH:Draftfcb
AGENCY: Draftfcb
Download Case Study
View Video

SILVER  “Take Beautiful Back” COVERGIRL Cosmetics
RESEARCH: Procter & Gamble
AGENCY: Grey
MEDIA: Starcom MediaVest Group
Download Case Study
View Video

SPORTS + ENTERTAINMENT + MEDIA

GOLD "Justin Bieber: Never Say Never" Paramount Pictures
RESEARCH: Penn Schoen Berland
AGENCY: Ignition, BLT
MEDIA: MediaEdge:cia
Download Case Study
View Video

SILVER  “Activating the Awesome” Comedy Central
RESEARCH: Sterling Brands, Sachs Insights, Ipsos MediaCT, The Intelligence Group, Iconoculture, Nielsen Entertainment Television
AGENCY: Comedy Central
MEDIA: Comedy Central
Download Case Study
View Video

The ARF congratulates the 2012 winners of the ARF David Ogilvy Awards!

 

Thank you to all of our speakers and attendees!

Save the Date:
Re:think 2013
March 18–20, 2013
Marriott Marquis, NYC.

Keynote Speakers included:

David Calhoun CEO, Nielsen

Eileen Campbell Global CEO, Millward Brown

Matthias Hartmann CEO, GfK

Jonah Lehrer Contributing Editor, Wired and National Radio's Radio Lab; Author of Imagine: How Creativity Works

Bob Lutz Former Vice-Chairman, General Motors

Eric Salama Chairman and CEO, Kantar

Rory Sutherland Vice Chairman, Ogilvy Group UK

Didier Truchot Founder, Chairman and CEO, Ipsos

Romesh Wadhwani Founder, Chairman and CEO, Symphony

Tim Westergren Founder and CEO, Pandora

Re:think Co-Chairs:

David Poltrack Chief Research Officer, CBS Corporation, President, CBS VISION

Steve Hasker President, Media Products and Advertiser Solutions, Nielsen

Mitch Barns President, U.S. Media Client Services, Nielsen

As we continue to explore the possibilities and opportunities afforded by dynamic technologies and new research methods, Re:think 2012 again convened over 3,000 executives from around the globe to examine the state of advertising research – where is it now, and where is it heading? What game-changing techniques, approaches and components are on the precipice?

Benefits of attending on March 25 - 28, 2012 • Marriott Marquis, NYC:

• Enhance your use of cutting-edge strategies and techniques for competitive advantage
• Network with your colleagues --3,000 senior marketing and advertising executives-- from around the globe
• Learn about game-changing solutions in the Insights Zone

Thank you again to all of our speakers and attendees!

Save the Date:
Re:think 2013
March 18–20, 2013
Marriott Marquis, NYC

 

Our Next Event: Tuesday, February 21, 2012, 5:30–8:30PM EST
Location: JWT Lounge, 466 Lexington Avenue, Fl. 2 (b/t 45th and 46th Streets), NYC

This event is FREE for all Young Pros at ARF member companies.
There is a $25 fee if your company is not a member of the ARF.

Great ad campaigns seem effortlessly executed from the consumer standpoint, but we know a lot of work goes on behind the scenes. From research insights to creative development a successful ad campaign is the result of a complex relationship between brands, agencies, and research companies. Join the ARF Young Pros and leading agency thinkers as we follow several fantastic campaigns from start to finish.

Agenda:

5:30 – 6:30        Cocktails and Networking
6:30 – 7:30        Panel Presentation
7:30 – 8:30        More Cocktails and Networking

Featured Panel Presentations:

Kleenex: From Pushing Tissues to Sharing Caring
Graham Phillips, Group Planning Director, JWT NYC
Kleenex was in a decade-long slide, with volume, sales, profit and margins all in decline. The "Softness Worth Sharing Program" was developed to stem the decline. Research helped us redefine our role in the lives of our consumers.  By positioning their newly-improved, softer tissue as a Gesture of Caring and enabling over 1,000,000 consumers to share it and show their loved ones they cared, we significantly exceeded their sales and share goals, grew the facial tissue category and, moreover, changed the game for Kleenex.

Land Rover: The First 60 Days
Julia Feldmeier, Y&R
Land Rover vehicles—cars that symbolize intense capability & luxury—are highly coveted, but the excitement of owning one had an immediate consequence: New buyers were overwhelmed by the intricate detail and overwhelming capability. It was awesome—but intimidating.  As a result, initial quality perceptions were low, damaging the brand’s reputation.  To address this, Land Rover leveraged key consumer insights to create a Welcome Program that revolutionized the new owner experience.

Dockers: The Return to Manhood
Matthew Willcox, Director of Strategic Planning and Executive Director of Draftfcb’s Institute of Decision Making, Draftfcb; and Tom O’Keefe, Executive Creative Director, North America, Draftfcb

Khaki pants, once a symbol of rugged masculinity and freedom from suits and ties had become the default uniform of cube dwelling middle-aged middle managers. Which was a problem for Dockers, the category leader. Our task was to give the brand back its potency and reverse a long-term downturn. Our creative solution, 'Wear The Pants', did this and more. By highlighting the societal issue of the male decline, we touched a nerve with men and society as a whole as to what being a man might mean.

We look forward to seeing you there!

About the ARF Young Pros

The ARF Young Pros is an Advertising Research Foundation group for professionals 30 years of age or younger in advertising, marketing, media, research, and branding. The Young Pros hold leadership, networking, and professional development events throughout the year with a focus on cultivating talent and connecting young people to leading industry thinkers. Visit our website to learn more and apply for the group: http://www.thearf.org/young-pros.php

Shopper Insights + Social Media Joint Event:
The Evolving Role of Digital in the Purchase Process

February 16, 2012 at 1:30-4:30PM, Reception starting at 4:30PM

Advertising Research Foundation
432 Park Avenue South, 6th Floor
New York, NY 10016

Please join the ARF and Social Media Week for a special program exploring the role of digital and social media in the purchase process. Presentations from leading research companies will explore current research on the relationship between Shopper Insights and Social Media. A special preview of findings from the recent ARF Arrowhead Research Initiative: Digital/Social Media in the Purchase Decision Process will also be revealed. In addition, a panel comprised of representatives from marketing, media, and advertising agency companies will speak to the implications of these findings for the industry. Time will be set aside for audience Q&A. Join us for a wine and cheese reception immediately following the program.

Speakers:

• Manila Austen, Ph.D. –  Vice President, Research, Communispace Corporation
• Will Bottinick – Research Manager, Converseon
• Belle Frank – Executive Vice President, Director of Strategy & Research, Y&R
• Stacy Graiko – Director, Qualitative Research, Firefly Millward Brown
• Nina Leask – Market Research Digital Manager, General Motors
• Graham Mudd – Vice President, comScore Marketing Solutions, comScore, Inc.
• Stefanie Schutzbank – Media Research Manager, Google
• Karen Zappia – Senior Market Research Manager, Kraft Foods

Follow us on Twitter:
@the_arf
@socialmediaweek
#arfforums
#smw12

Members-Only Event
Registration Fees:
ARF Members: FREE

Horst Stipp, ARF EVP, Global Business Strategy, will conduct a seminar on ARF Media and NeuroMarketing. Horst will present:

* Insights from the ARF NeuroMarketing project:
What did the ARF investigation of the various neurological research methods reveal, and how can these insights be used to make advertising and promotions more effective?

* Measuring Media Use: Initial insights from a new ARF project
Key facts about media use today and how these changing patterns impact media forecasting.

Recommended for: researchers, planners, strategists, marketers, and brand owners/managers in advertising, marketing and media industries.

Members-Only Event
Registration Fees:
ARF Members: FREE

Horst Stipp, ARF EVP, Global Business Strategy, will conduct a seminar on ARF Media and NeuroMarketing. Horst will present:

* Insights from the ARF NeuroMarketing project:
What did the ARF investigation of the various neurological research methods reveal, and how can these insights be used to make advertising and promotions more effective?

* Measuring Media Use: Initial insights from a new ARF project
Key facts about media use today and how these changing patterns impact media forecasting.

Recommended for: researchers, planners, strategists, marketers, and brand owners/managers in advertising, marketing and media industries.

’Tis the Season!

You’re invited to the ARF Member Holiday Party celebrating 75 years of knowledge building, collaboration, and leadership. Join us for wine, hors d’oeuvres, games, and prizes!

Friday, December 9th, 4:00–7:00pm
432 Park Avenue South, 6th floor (b/t 29th & 30th)

All members welcome – feel free to forward our invitation to your colleagues!

We truly appreciate the support and contributions of our members, who made this milestone one of the ARF’s best. Please join us as we thank you and look toward the coming accomplishments of 2012!

RSVP to Ronni@TheARF.org or register on My ARF so we may provide enough food and drinks for all.

Adopt a soldier

Every year the ARF “adopts” a soldier from www.AnySoldier.com over the holidays. This year we are sending gifts to a troop from New York currently based in Afghanistan. All the soldiers involved in this effort are military volunteers stationed in high-risk areas. If you would like to contribute, please bring an item, card, or letter with you to our holiday party and we will ship the package the following Monday.

“My unit is at a Forward Operating Base where the PX has very limited supplies and is rarely open. Hygiene supplies would be much appreciated, such as razors, shaving cream, body wash, shampoo, toothbrushes, toothpaste, mouthwash, baby wipes, deodorant, foot powder, Q-tips; as well as bright flashlights, batteries (AA,AAA,D), gum, caffeinated gum, any sort of candy, powdered drink mix, sunflower seeds, pistachio nuts, breakfast bars, granola bars, pillows, canned air, hand warmers, ink pens, small writing paper, icy hot patches, playing cards, Tums, footballs, frisbees, soccer balls, baseballs, gloves, magazines, nasal spray, tissues, Advil, sunscreen, chap stick, DVDs, used PS3 or XBOX 360 games, crossword puzzle books, word search books, Sudoku books, holiday and seasonal decorations, white tube socks (s/m/l), tan shirts (s/m/l/xl), and neck coolers. ”Thank you all in advance for the support. We couldn't do what we do without the love from back home!” - PFC Jacob S. Crooms– U. S. Army, Afghanistan

And if so, how can brand marketers quantify the impact? Social media is one of the hottest topics in digital brand advertising, and is challenging traditional thinking around the best means for brand marketers to reach and influence their target audience. At the end of the day, however, the same rules apply – advertisers need to prove these tactics are driving results in order to justify continued investment. This interactive workshop, targeted at brand marketers, media agencies, and others wondering how to best measure and quantify the results of their social media advertising, will explore current best practices in the context of real-world case studies. We will highlight what works, what doesn’t, and where you should be investing your time and money when it comes to social media measurement.

Presented by:

• Lynne d Johnson, Former Senior Social Media Strategist, R/GA
• Jeff Smith, CMO & SVP of Client Services, Vizu Corporation

We will review current thinking on best practices for measuring and optimizing social media advertising, and discuss three case studies demonstrating these practices:

• Branded content and viral video for consumables – Jason Bowman, Director of East Coast Sales, Sharethrough
• Leveraging the social graph in the clothing industry – Allie Kline, Vice President, Marketing, 33 Across
• Influencing consumers in the gaming environment – Kelly Mullins, Sr. Director of Ad Ops, Wild Tangent
   

When: November 29th, 2011 from 5pm-7pm, with a networking cocktail reception to follow.
Location: The ARF Headquarters, 432 Park Avenue South (between 29^th and 30^th Street)

This hands-on, interactive workshop is about identifying insights: defining them, discovering them and putting them to work.

Presented by:

• Anne S. Manning and Bill Mount – Founding Partners, Drumcircle

This hands-on, interactive workshop is about identifying insights: defining them, discovering them and putting them to work.

Drumcircle believes the difference between an insight, an idea and a solution matters. Fresh, intrusive insights lead to ideas and once ideas are scrutinized, tested and developed, they yield solutions.

Businesses need a steady supply of all three of these concepts.

Our workshop, “I Know One When I See One,” focuses on recognizing insights, thus creating a shared understanding of what an insight is and what role it should play in an organization. We will also be building a “tool kit” to help people in business deliberately access new insights.

The session will explore stories where insights have influenced change. We’ll use the power and experience of the group to put the essence of an insight into words and define what’s needed to drive your businesses success. Using pictures as metaphors, we will also explore how to use visual stimuli to unearth insights. The ARF’s Chief Research Officer, Todd Powers, will be also be participating in this exciting interactive workshop.

Participants will leave the session with:

• Their own working definition of an insight and a way to talk about it with colleagues. The session is highly recommended for teams.
• A mental “tool kit” for using pictures to stimulate insights, alone or in groups.
• A Drumcircle Connect Deck, Drumcircle’s own curated and proven set of 25 insight-stimulating images.

San Francisco, CA and Chicago, IL

Presented by:

• Ted McConnell, Executive Vice President of Digital, Advertising Research Foundation
• Kyle Gollins, Client Development Manager of Media, Research Now

Online ad spend is continuing to surge while a growing number of today’s major media companies and brand advertisers are trying to figure out how to better spend their online advertising budget. Just about any brand advertiser with any significance now has strategic campaigns across display media because it further ensures exposure to their target audience and because it is measurable. One can only imagine the enormous volume of unsold ad space there exists – which could be sold if advertisers were confident in the measurement of brand metrics.

With 32 years at Procter and Gamble, industry expert Ted McConnell will join Research Now’s Kyle Gollins to illustrate why good measurement is the key to implementing sustainable change. Ted will commence this session with his quest, as leader of the global communications organization in the late 1980’s, to determine how P&G could win on the Web. With the growth of the Internet in the early 1990’s, Ted’s 15-year quest led him to building and running innovation capability designed to make marketing better by using the options that technology and the Internet had to offer.

Kyle will then illustrate how Research Now is utilizing Quantcast’s measurement technology to build sustainable cookie panels and further enable marketers and advertisers to differentiate the opinions of specific users on the same machine – garnering a universe of permission-based insights from trustworthy respondents exposed to online advertising campaigns.

Learn how to best utilize today’s technologies to measure ad campaign effectiveness and obtain a universe of insight, and get answers to questions such as:

• Are you reaching who you think you are reaching?
• How can cookie data be used to support your “planning” and marketing strategy?
• What new measures are available to show which ads, segments, or contexts resonate with the consumer?
• Is a click a good measure, or is it just a cheap measure? What alternatives are there?
• How is mobile being measured today?
• What is a “like”? What does it mean? Is it an indication of success in other media, or a cause of success in other media?

Who: Professionals 30 years of age or younger who are interested in advertising research and are pursuing a career in advertising, marketing, media, research or branding.

What: Come see what's brewing at the ARF Young Pros Launch Party - Come learn more about the ARF Young Pros - a new group of ambitious, curious and outgoing young professionals who will come together throughout the year to network, learn and lead. From socials to training to developing cutting-edge research initiatives, ARF Young Pros activities will provide the edge you need to succeed in today's dynamic business environment.

Where: The ARF Headquarters - 432 Park Avenue S., Fl. 6 NY NY 10016
When: Tuesday, October 11th, 6:00pm - 8:00pm
Price: FREE admission, FREE food, FREE drinks
Theme: Oktoberfest

Need more time to get to know the amazing people you've met during Advertising Week? Hosted in conjunction with Barefoot Wines, the Advertising Research Foundation invites all Advertising Week participants to join the other great minds in the creative, research, marketing and media communities for a two-hour networking reception.
Venue: ARF Office, 432 Park Ave South, 6th floor, New York City

ARF Advertising Week Best & Brightest Reception

How Different Segments are Using Social and Mobile Media

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The media platforms for content and ad messaging have grown dramatically over the past 5 years. As a dynamic and distinguished media corporation, Hearst Magazines has evolved its business to accommodate consumer demand, while at the same time meeting advertiser needs for creativity, engagement and accountability. Several Hearst management executives will present case studies that exemplify how their brands have successfully adapted to a multi-platform world and how consumer affinity has created cross-media synergies that further strengthen their brand’s disposition in a complex world.

Featuring
Michael Clinton – President, Marketing and Publishing Director, Hearst Magazines
Bill Congdon - Publisher & Chief Revenue Officer, Popular Mechanics
Diane DePaul – Associate Publisher Advertising, Marie Claire
Marlene Greenfield – VP, Executive Director of Research, Hearst Magazines
Jeff Hamill - SVP, Advertising Sales & Marketing, Hearst Integrated Media
Jayne Jamison - VP, Publisher & Chief Revenue Officer, Seventeen

Agenda

2:00–2:10PM
Introduction and Welcoming Remarks
David Marans – EVP, Media, The ARF
Michael Clinton – President, Marketing and Publishing Director, Hearst Magazines

2:10–2:35PM
Marlene Greenfield – VP, Executive Director of Research, Hearst Magazines
Jeff Hamill – SVP, Advertising Sales & Marketing, Hearst Integrated Media

2:35–3:35PM
Case Study Review
Diane DePaul – Associate Publisher Advertising, Marie Claire
Bill Congdon – Publisher & Chief Revenue Officer, Popular Mechanics
Jayne Jamison – VP, Publisher & Chief Revenue Officer, Seventeen

3:35–3:40PM
Open Discussion and Q&A

3:40–3:45PM
Closing Remarks
David Marans – EVP, Media, The ARF

New Learnings on Consumer Behavior: Special Advertising Week Presentation

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

The Advertising Research Foundation welcomes Catalina Marketing and The NPD Group to our Shopper Insights Forum, unveiling the latest in consumer behavior.

Activating Customer Lifetime Value in Today’s CPG Market
Todd Morris – EVP, Brand Development and Marketing, Catalina Marketing
Joseph Jaffe – author of Flip the Funnel and Life After the 30 Second Spot

Catalina Marketing along with celebrated author Joseph Jaffe will share behavioral purchase trends that help define what loyalty and Customer Lifetime Value mean in today’s marketplace. By understanding consumer needs and their brand contribution, marketers have the opportunity to optimize targeting resulting in volume growth and media spending efficiencies. The discussion will present Customer Lifetime Value as an important but little understood metric in the CPG world and demonstrate how a variety of other consumer-facing industries have been able to drive performance by focusing on their most valuable consumers.

The Retail Landscape in America
Steve Coffey – Chief Research Officer, The NPD Group

Consumer retail shopping behavior is well studied among Food and Drug retailers selling Packaged Goods and HBA. Perhaps more interesting and more important are those retailers attracting the rest of consumer’s retail spending -- General Merchandise retailers. Retail expert, The NPD Group, is releasing new research shedding light on General Merchandise and Online Retailers in terms of traffic, shopper conversion, trends, demographics, and consumer expenditure in this dynamic retailing sector.

Agenda

12:00–12:10PM
Welcome and Opening Remarks
David Marans – EVP, Media, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager, The ARF

12:10–1:10PM (includes Q&A)
Activating Customer Lifetime Value in Today’s CPG Market
Todd Morris – EVP, Brand Development and Marketing, Catalina Marketing
Joseph Jaffe – author of Flip the Funnel and Life After the 30 Second Spot

1:10–1:55PM (includes Q&A)
The Retail Landscape in America
Steve Coffey – Chief Research Officer, The NPD Group

1:55–2:00PM
Closing Remarks
David Marans – EVP, Media, The ARF

NeuroStandards Collaboration Project

Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)

Continuing our groundbreaking NeuroStandards Collaboration Project launched at last year’s Advertising Week, we will present new insights focusing on how to best use neuromarketing research to generate valuable, valid insights.

Featuring:

• Horst Stipp - EVP, Global Business Strategy, The ARF
• Robert Woodard - EVP, Advertising Effectiveness, The ARF

Agenda

9:00–9:30 AM
Registration

9:30–9:40 AM
Welcome and Opening Remarks
David Marans – EVP, Media, The ARF
Zena M Pagán – Forums and Ogilvy Awards Manager

9:40–10:30 AM
Horst Stipp – EVP, Global Business Strategy, The ARF
Robert Woodard – EVP, Advertising Effectiveness, The ARF

10:30–10:55 AM
Open Discussion and Q&A

10:55–11:00 AM
Closing Remarks
Horst Stipp – EVP, Global Business Strategy, The ARF
Robert Woodard – EVP, Advertising Effectiveness, The ARF

Covering a spectrum of evergreen and cutting-edge topics - Research Methods, Research Issues/Questions, the Future of Research, and Digital Research – these courses were taught by industry thought leaders renowned for their depth and breadth of experiences, and provide a powerful, real-world approach to learning.

TWO-DAY INTENSIVE, SESSION TWO: September 7, 8
Wednesday, September 7, 8:00AM - 1:00PM
Thursday, September 8, 8:00AM - 5:00PM; Cocktail Reception 5:00PM - 6:00PM

View pictures from Summer Learning Series Session One here!

Our members’ demand for enhanced knowledge and training is higher than ever before, so we’ve developed the perfect program to address your requests. Mid-career ARF members ready to expand research skills and industry impact can attend one of our two-day intensive sessions.

Get Smarter. Get Ahead. Get Ready!

Covering a spectrum of evergreen and cutting-edge topics - Research Methods, Research Issues/Questions, the Future of Research, and Digital Research – these courses are taught by industry thought leaders renowned for their depth and breadth of experiences, and provide a powerful, real-world approach to learning.

Please visit our brochure for an overview and our agenda for details. We look forward to seeing you there!

Featured Speakers

Robert L. Barocci – President & Chief Executive Officer, ARF
Josh Chasin – Chief Research Officer, comScore, Inc.
Bill Cook, Ph.D. – EVP Research and Standards, ARF
Guy Garcia – Chief Executive Officer, Mentametrix, Inc.
Marta LaRock – Worldwide Planning Director, Kraft & GSK, Ogilvy New York
Ted McConnell – EVP Digital, ARF
Owen Parker, Ph.D. – Director of Online Survey Methods, Ipsos Interactive Services
Todd Powers, Ph.D. – Chief Research Officer, ARF
Steve Rappaport – Knowledge Solutions Director, ARF
Horst Stipp, Ph.D. – EVP Global Business Strategy, ARF
Bob Walker – Principal & Founder, Surveys & Forecasts, LLC
Holly Williams – Managing Director of Business Development, Compete, Inc.
John Wittenbraker – Managing Director, GfK Corporate Innovation

Thank you all for attending Audience Measurement 6.0!
Join us at Audience Measurement 7.0 on June 11–12, 2012

Participating companies included:

AAAA ● ABC, Inc. ● Ace Metrix, Inc. ● Affinity Research ● AGF Arbeitsgemeinschaft Fernsehforschung ● Ando Media Group ●ANFO ● Arbitron, Inc. ● AT&T ● BARB - Broadcasters' Audience Research Board ● Baruch College ● BBM Canada ● Beyond ● Bravo Media ● Cablevision Systems Corporation ● Canoe Ventures ● CBS Corporation ● Channel 7 Network ● China Central TV ● CIMM ● Citadel Media ● City University Of New York (CUNY) ● Clear Channel Radio Operating Stations ● CNN ● Columbia University ● Comcast Networks ● comScore, Inc. ● Corporation For Public Broadcasting ● Cox Media ● Crispin Porter + Bogusky ● CSM Media Research ● Cymfony, Inc. ● Datran Media ● Dentsu Inc. ● Directv Latin America ● Discovery Networks Latin America ● DJG Marketing ● DR - Danish Broadcasting Corporation ● ESPN ● Eurodata TV Mediametrie ● European Broadcasting Union ● Everyday Health Inc ● Fabris Media Marketing Services ● Facebook ● Fox News Network,LLC ● FOXTEL ● Garlandz ● General Mills, Inc. ● Genx Entertainment Limited ● German Television ZDF ● GfK SE ● Globo Comunicacao, Ltda. ● Google, Inc. ● Hachette ● HBO Latin America ● Heinz ● House Party ● IBOPE Media ● IMS/Interactive Market Systems ● Innerscope Research, Inc. ● InsightExpress ● Intel Corporation ● Ipsos OTX ● J.P. Morgan ● Kantar Media ● Keller Fay Group ● Knowledge Networks ● Leo Burnett Worldwide, Inc. ● Magazine Publishers of America ● Management Science Associates, Inc ● Media Management ● Mediacorp TV Singapore Pte Ltd ● MediaPost Communications ● Meredith Corporation ● Millward Brown ● Mobile Research Labs ● MTV Networks ● Multi Channel Network ● Music Choice ● NADbank ● Network Ten ● New York Times ● New York University ● Nielsen IAG ● Nielsen Television Audience Measurement ● Norwegian Media Businesses' Association ● OAC Consulting LLC ● Oracle Airtime (Pty) Ltd. ● OzTam Pty Ltd ● Premier Retail Networks ● Razorfish ● RCS/Media Monitors LLC ● Rentrak Corporation ● Research Now ● Roger Baron & Associates ● Romanian Association For Audience Measurement ● Roslow Research Group LLC ● SC PRO TV SA ● Scripps Networks ● Sequent Partners ● SES ASTRA ● Special Broadcasting Service ● Starcom USA ● State Administration Of Radio, Film & Television (SAFRT) ● SymphonyIRI ● Telmar Informations Services Corp. ● Temple University ● The New York Times ● The Nielsen Company ● The NPD Group, Inc. ● TNS ● TRA, Inc. ● Turner Broadcasting System ● TV 2 AS ● TV Azteca ● Universal McCann ● University of Hartford ● Video Research USA, Inc. ● VS Research LLC (VSR) ● Women's Marketing Inc ● Yahoo! ● Yale University ● Yellow Pages Association

Speakers included:

• David Brooks – OpEd columnist, New York Times, Regular analyst on NewsHour with Jim Lehrer and NPR's All Things Considered
• Lee Rainie – Director of the Pew Internet & American Life Project
• Stuart Elliott – Advertising Columnist, New York Times
• Daniel Slotwiner – Research & Analytics, Facebook
• Jim Dravillas - Head of Advertising Research, Google, Inc.
• Leslie Picard - President, Time Inc. Branded Solutions
• Steve Gigliotti - President, National Ad Sales & Marketing, Scripps Networks
• Jeffrey Graham – Worldwide Director, Performance, Initiative
• Rino Scanzoni – Chief Investment Officer, GroupM

And many more!

The event took place MARCH 22, 2011 • Marriott Marquis, New York City

The ARF David Ogilvy Awards for Excellence in Advertising Research celebrate the extraordinary and/or creative use of research in the advertising development processes of research firms, advertising agencies, and advertisers.

Named after advertising legend David Ogilvy, The ARF David Ogilvy Awards for Excellence in Advertising Research annually celebrate his spirited advocacy of research in making good advertising better, recognizing the role of consumer research in creating successful advertising. The ARF David Ogilvy Awards were inspired in 1993 when Coca-Cola sought the ARF’s assistance in integrating research into their advertising development process. So successful were the process and results, that even the creative agencies embraced it.

The Awards honor extraordinary and/or creative uses of research in the advertising development processes of research firms, advertising agencies, and advertisers. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns.

Thank you all for attending Re:think 2011!

Join us Next Year: March 26–28, 2012 at the Marriott Marquis, New York City

Quotes from the Conference

"25 years ago 2 mobiles for 1000 people, today 2000 phones for every 1000 people in the world"
Reuben Mark, Retired Chairman and CEO, Colgate-Palmolive Company

"Online research is often like combat fishing in Alaska during the salmon season"
Jeff Welch, President, Opinionology

"Research is not about providing insights, it's about provoking transformation"
Stan Sthanunathan, VP, Marketing Strategy & Insights, The Coca-Cola Company

"If you don't like change you are going to like irrelevance even less"
Joe Tripodi, EVP and Chief Marketing & Commercial Officer, The Coca-Cola Company

"Research has moved from observer, measurer and integrator to navigator and reputation guardian"
Reuben Mark, Retired Chairman and CEO, Colgate-Palmolive Company

"I would kill the notion of impressions as a meaningful measure, I am more focused on expressions"
Joe Tripodi, EVP and Chief Marketing & Commercial Officer, The Coca-Cola Company

"Market research is like a lego box. We're now less focused on the bricks and more focused on building"
Eric Salama, Chairman and CEO, Kantar

"The harder you work on the business strategy the easier everything else is"
Chuck Porter, Chairman, Crispin Porter + Bogusky

"Apple = simplicity"
David Calhoun, CEO, The Nielsen Company

"Nothing communicates more meaning than a 30 second TV spot"
Grant McCracken, Author of Chief Culture Officer

"The power of 'I'll have what she's having'"
Mark Earls, Consultant HERD Consulting

"I'd love to tell you the way to solve every problem is to take a very long warm shower"
Jonah Lehrer, Contributing Editor of Wired and Author of How We Decide

"foursquare puts small business advertising in the hands of customers"
Naveen Selvadurai, Co-Founder, foursquare

"Whatever media you use, it doesn't matter without great creative"
Domenico Vitale, Founder and Chief Architect, People Ideas & Culture

"foursquare and Groupon wouldn't exist if we were all individual in our choices"
Mark Earls, Consultant, HERD Consulting

Four revenue models:
–Sell a device or product (e.g. Apple)
–Sell a service or content (Film industry)
–Revenue from advertising (Television)
–Revenue from donations (PBS, Wikipedia)
Timothy Wu, Professor of Law, Columbia University and Author of The Master Switch

"Age is a poor surrogate for purchase behavior"
David Poltrack, Chief Research Officer, CBS Corporation; President, CBS Vision

"In neuromarketing there is no M = MC squared equation"
Richard Thorogood, Director of Strategic Insights & Analytics, Colgate-Palmolive US Company

"People say no … then they do yes"
Richard Thorogood, Director of Strategic Insights & Analytics, Colgate-Palmolive US Company

[Two of nine] Opportunities for the industry:
- Shortage of Talent – "criminal neglect" of developing talent across advertising and marketing industry
- The Web – "disintermediating" legacy businesses
Sir Martin Sorrell, CEO, WPP Group

"We have become a nation of numbers"
Robert Groves, Director, U.S. Census Bureau

"Melting pot – salad bowl – parfait"
Guy Garcia, CEO, Mentametrix

"Randomized trials are the gold standard"
Duncan Watts, Principal Research Scientist, Yahoo!

Industry Leader Forum Key Takeaways

Todd Powers, Chief Research Officer of the ARF, shares some nuggets from the day:

• Our industry is at a “strategic inflection point.”
• Technology drives possibilities.
• It’s all about the delivery of information and entertainment.
• We need to infuse insights with passion.
• We have to balance the two perspectives: objectivity vs. advocacy.
• It’s not about which gumball is best; it is whether we should be selling gumballs.
• The margin for error is gone.
• We need more synthesis … and we need to show that with storytelling.
• There are builders and evaluators. Researchers should build.
• Having a strong voice is the #1 thing.
• That nugget is the understanding behind the behavior – the “why.”
• Integrating the information – that makes it actionable.
• We should present for 10 minutes, and discuss for 2 hours.
• Bring an analogy.
• We need to move away from pure ROI.
• Historically, our journey is: hindsight à insight à foresight.
• RFPs need to focus on business needs, not research objectives.
• We are FAST: Fast, actionable, strategic, technological.
• Real-time tools are a thing of beauty.
• Bring the “good enough” solution.
• Projects are, by their very nature, reactive.
• We should talk extensively about what success looks like.
• If you can measure it, it’s too late.
• Don’t try to reduce risk, try to enhance opportunity.
• If you are being asked for the ROI of research, you are already in trouble.
• If my research staff complains that, “They didn’t listen to me,” then that just means they didn’t do their job.
• You have to fail faster.
• We need to instill courage.
• We don’t need more insights, we need more insightful people.
• We know what gets people to engage with an ad; why can’t we apply that to our presentations?
• We are hiring trained consultants.
• We try to hire researchers who can walk and chew gum at the same time.
• We segment our customers – some are ready for insights, some are not.
• Your job is to solve the problem.
• There are two tribes – qualitative & quantitative – you need to figure out which one you are, and
  spend your career trying to be the other one.
• We ask recruits to give us three typical uses for a brick … and five non-obvious ones.
• We can’t use the past to predict the future any more.
• Ability vs. Desire = Skill vs. Will.
• Culture eats strategy for lunch.
• Transformation is a metamorphosis – the caterpillar into the butterfly.
• You can’t just change processes – you have to change people.
• Gossip trumps information.
• People don’t connect with high-potential others, they connect with trouble-makers.
• The journey is: Insights, Consulting, Transforming.
• If research has no effective communication, does it make a sound when it falls in the forest?
• Can you tell me what brand of laundry detergent comes to your mind?

A One-Day Workshop

This one-day industry leader forum will have those shaping the future of our profession share their visions, successes and plans to address:

• The transformation of our profession; a past, present, and future perspective
• How do we get insights to affect the marketing organization? How do we go from the “what” to the “now what”?
• What does an insights-led organization look like? What are the new metrics of success?
• What are the new tools that insights-led organizations need to succeed?
• What are the future skills that research and insights professionals need to make a difference?
• How will research agencies be chosen in the future? What new skills, tools, and account management approaches will buyers be looking for?

Leading buyers and service providers will change your thinking about the wonderful opportunity before us to have an impact and how you can become a leader in this insights-led marketing future.

WEDNESDAY, OCTOBER 27, 2010 • 9:00AM–2:00PM
Agenda | Speakers
Location:
The Advertising Research Foundation
432 Park Avenue South, 6th Floor, New York City

Description

With millions of people participating on sites like Facebook, Twitter, and YouTube, brands can no longer avoid social media as an effective research and marketing channel. In fact, if Facebook were a country, it would be the 3rd largest country in the world. Data has shown that social networking is becoming the most popular activity online—even more popular than email or search. But what does this mean for your business?

This half-day workshop not only answers that question, but goes further to explore best practices for using social media as a research and marketing tool. And it isn’t just for beginners, as we delve into:

• Setting up a listening strategy
• Creating actionable insights from listening
• Developing a social media marketing strategy
• Infusing social across the organization
• Measuring social media’s effectiveness

Gain insights on moving from listening, to actionable insights, to a well-thought out social media strategy. Hear case studies that identify the best tools for listening to the consumer, and the best ways to use social networks to listen to and engage your consumers. Learn how to infuse social media across the organization, as well as how to measure social media’s effectiveness.

SEPTEMBER 27 – 29, 2010
New York City

Join us for five ARF councils held during Advertising Week.

Lear more about Advertising Week 2010 »

SEPTEMBER 27, 2010 • 9:30AM–12:00PM EST
360 Media and Marketing Super Council
Cross Platform Exclusive

SEPTEMBER 28, 2010 • 8:30–11:30AM EST
Multicultural Super Council
The New Mainstream: Using Human Emotions to Foster Multicultural Business Growth

SEPTEMBER 28, 2010 • 12:30–2:00PM EST
Engagement Council
NeuroStandards: The Next Wave in Research

SEPTEMBER 29 • 9:30AM-12:00PM EST
Social Media Council
Is Social Media Everything?

SEPTEMBER 29, 2010 2:30–4:30PM
People Council
Marketing to Lesbian Gay Bisexual and Transgender People: The Research, The Campaigns, the ROI

June 22-23, 2010
Millennium Broadway Hotel, New York City

The way consumers use media is changing at an unprecedented rate. Knowing the latest developments in audience composition and measurement across platforms is critical to ensuring your company's money is spent most effectively. Get up-to-the-minute on the latest evaluation approaches and technology at The ARF's Audience Measurement Symposium.