People Forum

Registration
To attend in-person or via webcast, register via My ARF »
If you have any questions, please contact Zena Pagán at forums@thearf.org

When we start our marketing careers, we learn some basic principles about successful marketing practices:

#1   Identify your target consumer
#2   Understand what motivates them
#3   Develop a unique selling proposition for your brand or product
#4   Create great advertising and marketing programs

Why should the process be any different when it comes to successful multicultural marketing? It isn’t. Join us for an enlightening forum where we’ll highlight best practices in multicultural consumer segmentation, targeting, communication development and media. David Burgos, author of Marketing to the New Majority, will share his observations about what makes for successful multicultural marketing campaigns. Then we’ll share case studies that translated practice into action. Daniel Franklin of the Benenson Strategy Group will spotlight how Obama 2012 succeeded with multi-cultural voters. Esther Franklin of Starcom MediaVest Group will share learning on segmenting the LGBT audience for LogoTV. 

Featured Speakers
David Burgos – VP, Multicultural Practices, Millward Brown, ARF Forum Leader
Daniel Franklin – Principal, Benenson Strategy Group
Esther Franklin – EVP, Head of Americas Experience Strategy, Starcom MediaVest Group

Program Leaders
Chris Bacon – Director, Consumer Insights & Strategy, E & J Gallo Winery
David Burgos – VP, Multicultural Practices, Millward Brown
Ron Franklin – GlobalHue’s ARF Ambassador, President, NSightsWorldwide

Registration
To attend in-person or via webcast, register via My ARF

If you have any questions, please contact Zena Pagán at forums@thearf.org The new COPPA rules will come into effect this summer and will have an impact on the way we do research with children.  The new rules will not only impact regular online research, but they will have an even bigger impact on digital analytics and what we can collect. Come hear this distinguished panel explain the new rules, what the impact will be and how to prepare for them. In addition, we will hear new research from Cartoon Network and from YPulse on Millennials.

Forum Leaders

Debbie Solomon – Managing Director, Business Planning, Mindshare
John Spadaro – SVP, Managing Director, Research, Zenithmedia

Featured Panelists

Moderated by: Donna Sabino – Senior Vice President, Ipsos
Linnette Attai – President and Founder, PlayWell, LLC
Jake Katz – General Manager, Ypulse
Suzanne Martin – President, Martin Consulting

This Forum is POSTPONED. It will take place in April, please check back for the final date. Thank you!

Registration
To attend via webcast only, register via My ARF »
If you have any questions, please contact Zena Pagán at forums@thearf.org

Program Co-Chairs
Chris Bacon – Director, Consumer Insights & Strategy, E & J Gallo Winery
David Burgos – VP, Multicultural Practices, Millward Brown
Ron Franklin – ARF Ambassador and formerly Vice Chairman of Research and Planning, GlobalHue

ARF Program Leader
Steve Rappaport – Knowledge Solutions Director, ARF
 

People Forum: A Fresh Look into Youth

When: October 18, 2012
9:30am–12:30pm PT / 12:30–3:30pm ET
Where: Disney Lot, ABC Riverside building on 2300 Riverside Drive, 2nd Floor ABC-2 screening room, Burbank, CA 91506
 

In our last Youth Forum we explored the ethnic and racial composition of today's youth. Our next event will explore today’s youth and their relationship with technology and entertainment. Other topics to be covered are the Children’s Transmedia Storytelling Project at USC, what goes into making a successful entertainment property, and the newest research on teens and their generation, and how Millennials think.

Join us in person or online for an informative and engaging event hosted by Disney Media Sales and Marketing!

Co-Chairs
Debbie Solomon – Managing Director, Business Planning, Mindshare
John Spadaro – SVP, Managing Director, Research, Zenith

Featured Speakers
Meryl Alper – Research Director, University of Southern California
Gene Del Vecchio – Author of Creating Blockbusters
Sharalyn Hartwell – Executive Director, Magid Generational Strategies
Jen Horovitz – Manager, Research & Sales Development, Disney Media Sales & Marketing
Jana Steadman – Senior Director of Consumer Insights and Research, Viacom Media Networks

 

The Modern Family

October 1, 2012; 1:30–6:30pm Followed by a networking reception
Location: JWT, 466 Lexington Avenue, 11th Floor
Special Forum: Free to members and non-members!

Special thanks to our sponsor JWT for streaming this ARF Forum live via Livestream!

Recent updates from the 2010 Census highlight the increasing numbers of multicultural families.  How do these changes in numbers and types of families affect marketers?

Join us for a highly interactive session as Marilyn Stevens, Partnership and Data Services Program Specialist at the U.S. Census Bureau makes a return visit to ARF’s People Forum.  Marilyn will spotlight the latest learning on the composition of multicultural families in the Census data.  We will then feature speakers who will address the implications of African-American, Latino, Asian-American, and LGBT families.  Matthew Barnhill, EVP, Corporate Market Research of BET Networks, will discuss why marketers should still focus on the buying power of African American families; Cesar M. Melgoza, CEO of GeoScape, will speak to the bicultural future of Latino families; Tom Roth, President of Community Marketing Inc., will shine a light on the growing number and diversity of LGBT families; and Dennis Kho of Global Hue will speak about Asian-American families. 

By focusing on how multi-cultural families are evolving, our forum will focus on how you can re-assess your multi-cultural consumer target, their motivations, and how best to reach them to optimize your multi-cultural programming.

Featured Speakers
Marilyn Stevens – Partnership and Data Services Program Specialist, U.S. Census Bureau
Matthew Barnhill – EVP, Corporate Market Research, BET Networks
Cesar M. Melgoza – CEO, GeoScape
Tom Roth – President, Community Marketing Inc.
Dennis Kho - Director of Analytics and Metrics, Global Hue
Michele Madansky, PhD – Consumer Insights and Research, BabyCenter

Agenda

1:30–1:40PM (10 minutes)
Welcome and Introductions
Mark Truss – Director of Brand Intelligence, JWT
Steve Rappaport – Knowledge Solutions Director, ARF
Zena M Pagán – Forums and Ogilvy Awards Program Manager, ARF

1:40–1:45PM (5 minutes)
Ron Franklin – Global Hue Ambassador

1:45–2:05PM (20 minutes)
Marilyn Stevens – Partnership and Data Services Program Specialist, U.S. Census Bureau

2:05–2:25PM (20 minutes)
Michele Madansky – Consumer Insights and Research, BabyCenter

2:25–2:45PM (20 minutes)
Matthew Barnhill – EVP, Corporate Market Research, BET Networks

2:45–3:05PM (20 minutes)
Cesar M. Melgoza – CEO, GeoScape

3:05–3:25PM (20 minutes)
Dennis Kho – Director of Analytics and Metrics, Global Hue

3:25–3:45PM (20 minutes)
Tom Roth – President, Community Marketing Inc.

3:45–4:20PM (35 minutes)
Panel Discussion and Q&A

4:20–4:30PM (10 minutes)
Wrap Up and Next Steps
Chris Bacon – Director, Consumer Insights & Strategy, E & J Gallo Winery
David Burgos – VP, Multicultural Practice, Millward Brown
Mark Truss – Director of Brand Intelligence, JWT

4:30–6:00PM
Reception
 

Multicultural Shopper Insights: What influences multicultural shoppers in their path to purchase? 

Over the past year, the ARF People Forum has spearheaded discussions on the growth of and expanding diversity of the multicultural consumer market.  This Forum will discuss the shopping habits of multicultural consumers, including:

• Do multicultural consumers shop differently? 
• Do they have different motivations, habits, rituals, patterns, or superstitions? 
• How are marketers developing effective shopper marketing programs with multicultural consumers, and what are the critical success factors?

Featured Speakers:

• Adnan Durrani – CEO, Saffron Road
• Kristen Mangine – US Operations CMK, The Procter & Gamble Company
• Frank Piotrowski – SVP, Measurement Science, The Nielsen Company
• Ana Valenzuela – Associate Professor of Marketing, Zicklin School of Business, Baruch College
• Michelle Zweig – VP, Practice Area Lead, Nielsen
   

A Fresh Look into the Future: Today’s Youth and their Relationship with Technology and Social/Mobile Media

In recent decades, the ethnic and racial composition of today's youth has become increasingly more diverse.  Our Forum begins with a Keynote from a top executive from the U.S. Census who will share her observations on the impact of this evolution.  This will be followed by presentations by, and conversations with, a half dozen experts on children and teens research.  We promise you an event rich in insights, with an emphasis on how technology and digital media are impacting the lives of today’s younger generations, and what this means for our society.

Featuring:

Co-Chairs
Debbie Solomon – Managing Director, Business Planning, MindShare
John Spadaro – SVP, Media Research and Consumer Insights, Zenith Media

Speakers
Dan Coates – President, Ypulse
Berj Kazanjian – VP, Ad Sales Research, Viacom Media Networks
Leslie Mallek – Viacom Media Networks
Marc Normand – VP, Research, Disney Media Sales and Marketing
Diane Polvere – VP, Market Research, Sesame Workshop
Donna Sabino – SVP, Kids and Family, Ipsos MediaCT
Marilyn Stevens – Partnership and Data Services Program Specialist, U.S. Census Bureau
David Yarus – Marketing Manager, Mr. Youth

The Advertising Research Foundation will combine two of our popular forums, People and Social Media to examine how social media has influenced multicultural and diverse spaces.

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

The Advertising Research Foundation will combine two of our popular forums, People and Social Media to examine how social media has influenced multicultural and diverse spaces. Presenters from Zubi Advertising, Millward Brown, Nielsen, Google, Hewar Social Communications, Ford Motor Vehicles, and Kraft Foods will present case studies and original research demonstrating how social media can be used to effectively target different segments.

Featuring:

• Jennifer Batchelor – Social Media Strategist, Zubi Advertising
• David Burgos – Vice President, Client Service, Millward Brown
• Tania Cameron – Senior Manager CRM, Kraft Foods
• Chris Genteel – Business Development Manager, Google
• Jon Gibs – SVP Analytics and Insight, Nielsen
• Adam Lavelle – iCrossing
• Lisa Mabe – Founder | Principal, Hewar Social Communication
• Jason Crain – Direct Sales, Account Manager, Google
   

Featured Speaker: Marilyn Stephens

The 2010 Census holds great promise for multicultural marketers, but as the data unfolds, three questions arise:

• What do we know?
• What don't we know?
• What should we do to maximize the value of multicultural marketing?

What we know: Marilyn Stevens, Partnership and Data Services Program Specialist from the U.S. Census Bureau highlights current learning from the latest Census data.

What we don't know: Ron Franklin, ARF Ambassador for GlobalHue and President of NSightsWorldwide and David Burgos, VP, Multicultural Practice of Millward Brown will provide insights regarding important gaps in understanding multicultural consumers.

What we should do: Everyone will participate in facilitated breakout sessions that are focused on developing action plans to help marketers maximize Census data, close gaps and expand their multicultural opportunities.

Featured Speakers
David Burgos – VP, Multicultural Practice, Millward Brown
Ron Franklin - ARF Ambassador for GlobalHue and President, NSightsWorldwide
Marilyn Stephens – Partnership and Data Services Program Specialist, United States Census Bureau

And we welcome you to our networking wine & cheese party which begins as 4:30PM.