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The ARF worked closely with each of the consortia, guiding them in applying Engagement to the advertising of one of their brands and to design research for validating Engagement. The nine consortia leaders crossed many categories: Bayer, ConAgra, Ford, Kellogg, Kraft, McCormick, Microsoft, Procter & Gamble and United States Postal Service. In addition to receiving on-going consultation and advice from the ARF, each participant attended quarterly consortium meetings that encouraged the sharing of campaign ideas and measurement techniques with the group. The latest team meeting took place in mid-December, 2007. The research is completed and a White Paper is in development.
Rules of Engagement, a white paper distilling learning from these consortia experiences is set to be published in March, 2008, and the findings presented at the ARF Annual Convention, Re:Think 2008.