Attesting to that view, Todd Cherkasky, Ph.D., Director, Global Head of Research and Analysis, Sapient said, “Joining the ARF strengthens our commitment to generating insights and actionable recommendations through a deep understanding of the business and consumer landscape. The ARF’s distinctive research councils and events, as well as its focus on building knowledge, perfectly complement our Applied Intelligence approach to marketing strategy.”
ARF Councils showcase best practices and introduce ARF members to the latest thinking in specific areas of advertising and marketing. ARF Super Councils have subcommittees that meet more frequently to drive industry change in a more concentrated area of focus.
Julia Huang, CEO, InterTrend Communications, Inc., agrees, noting that "the ARF is proving to be a catalyst that is shaping the research industry. We saw the Multicultural Marketing Council as an opportunity to help define innovations across marketing and advertising research."
“All of this is by design,” added Joel Rubinson, Chief Research Officer at the ARF, “as we have worked hard to make ARF initiatives indispensable and future-focused. Our councils are about the FUTURE of online research, the FUTURE of the research profession, the FUTURE of integrated media. That’s why companies are joining in a tough economic year.”
Another new member, Elizabeth Harz, Senior Vice President, EA Global Media Sales, further noted: “As consumers across demographics flock to casual, console and mobile games, it is critical for marketers to understand how to leverage interactive entertainment as part of their overall media mix. EA is partnering with the Advertising Research Foundation to enhance measurement in the space and provide marketers with tools to include gaming in their overall marketing performance analysis.”
This new member enthusiasm was reiterated by Julie Stoughton, Director of Industry Solutions, SAP, who added that “SAP is excited to become members of ARF. We look forward to creating new technology that will enable increased advertising effectiveness, by collaborating with our clients on ARF initiatives.”
How does that synergy benefit the industry? Michael Darviche, Acxiom’s Chief Marketing Officer, summed it up by stating: “ARF is all about insights, and Acxiom is all about turning insights into action for our clients. That’s our focus – creating end-to-end marketing programs from the insights we unlock – from client’s, web, Acxiom and transactional data. ARF’s research and analysis is important to pushing this thinking forward.”
The new members feature a broad spectrum of advertisers, retailers, advertising agencies, media companies, research companies and academic institutions. For a list of all new members click here.
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