SOURCE: The Advertising Research Foundation

The Advertising Research Foundation

March 10, 2015 10:43 ET

Advertising/Media Leaders to Gather at Re:Think 2015 to Address How Marketing Can More Effectively Drive Growth

NEW YORK, NY--(Marketwired - Mar 10, 2015) -  Re:Think 2015 -- The Advertising Research Foundation's annual gathering of leaders from across advertising and media -- kicks off on Monday, March 16 for three days of events designed to address how marketers can more effectively drive growth and build brands. Re:Think 2015 will feature never-before-shared material addressing critical industry topics, including:

  • Quantifying the sales impact of digital and social media;
  • Connecting cross-platform spending to consumer purchases;
  • Defining the true long-term impact of advertising; and
  • How big data analysis can help predict growth.

"The C-suite has raised the bar on quantifying ROI from marketing spending, and insights leaders must demonstrate that their spending is driving growth and building brands," said Gayle Fuguitt, CEO and President of The ARF. "Re:Think 2015 will bring together many of the brightest minds in advertising and media to show how marketers can seize opportunities and maximize results in a fragmented and rapidly changing media landscape."

Companies presenting their work at Re:Think 2015 include: AT&T, CBS, Comedy Central and Spike TV/Viacom Entertainment Group, Dannon, ESPN, Facebook, Google, Havas Media, Kraft Foods, PepsiCo, Twitter, Turner Sports, Unilever, Walmart and Wells Fargo, among others.

Following are day-by-day session highlights. The full Re:Think 2015 program can be downloaded here. Media interested in attending Re:Think 2015 should contact Kauffmann Public Affairs at the contact information below.

Day One Preview -- Re:Think Big Data: Max ROI

Marketing Insights: Are We Ready for Tomorrow? (Keynote)
The future of marketing and its implications for the insights industry.

  • Stan Sthanunathan - SVP, Consumer Marketing Insights, Unilever
  • Keith Weed - Chief Marketing & Communications Officer, Unilever

The View on Viewability

  • Fred Leach - Head of Marketing Science Research & Development, Facebook
  • Jasper Snyder - EVP, Research & Innovation: Cross-Platform & Media, The ARF

Quantifying the Sales Impact of Digital, Mobile and Social Advertising
AT&T's Marketing Science team discusses an innovative Market Mix Modeling (MMM) solution that more accurately quantifies the sales impact of specific digital media formats while also incorporating the impact of offline media and marketing programs.

  • Joe Empert - Principal, Advanced Analytics, AT&T Mobility
  • Charlie Hinton - Executive Director, Marketing, AT&T Mobility

ARF Original Research: How Advertising Works Today
ARF executives present an update to the organization's 50 years of research to define How Advertising Works in 2015. 

  • Charles Kennedy - ARF West Member Engagement Officer, The ARF
  • Jasper Snyder - EVP, Research & Innovation: Cross-Platform & Media, The ARF
  • Horst Stipp - EVP, Research & Innovation: Global & Ad Effectiveness, The ARF

Day Two Preview -- Re:Think Advertising: Insights to Impact

Finding Your Four-Leaf Clover -- Turning Insights Into Action (Keynote)
Best practices in driving insights into measurable business results.

  • Lori Hiltz - CEO, Havas Media North America

Video Brand Building in the Age of Abundance (Keynote)
Implications of this new age of abundance on brand building and how to drive deeper consumer engagement with video.

  • Tara Walpert Levy - Managing Director, Google & YouTube

Insights to Ingenuity: The Impact of Data on The Creative Process
The impact of innovation at the intersection of data and creativity, and how today's agency world is transforming as a result.

  • Andrew Robertson - President & CEO, BBDO
  • Wenda Harris Millard - President & COO, MediaLink LLC

Brand & Equity Pricing: PepsiCo's Performance Power Insight
How PepsiCo India and Cogitaas used advanced data analytic techniques to evaluate pricing power across brand categories in one of the world's most hyper competitive emerging markets.

  • Venu Gorti - Co-Founder & Solution Development Lead, Cogitaas
  • Ruchira Jain - VP, Consumer Insights, PepsiCo India
  • Kamal Sen, Ph.D. - CEO, Cogitaas
  • Don Sexton - Professor, Columbia University

CBS VISION Spotlight Session: Who Doesn't Need a Good CPA?
Television advertising, done right, is the most effective marketing medium.

  • David Poltrack - CRO, CBS Corporation; President, CBS VISION; ARF Board Member
  • Leslie Wood - CRO, Nielsen Catalina Solutions
  • Introduction by Peter Bradbury, SVP, Strategic Account Management, Nielsen

Sync Your Message with Social Change and Quadruple Your Earned Media
Wells Fargo executives share insights from their research project that shaped the company's story platform and brand positioning to LGBT customers.

  • Roxanne Gray, Ph.D. - VP, Marketing Research Manager, Wells Fargo
  • Joe Hopper - President, Versta Research, Inc.

The Future of Brand Ad Metrics: Engagement vs. Outcomes
Top industry experts make their case for the media measurement metrics they believe will rule the future of brand advertising.

  • Steven Wolfe Pereira - CMO, Datalogix
  • Brad Smallwood - Head of Measurement & Insights, Facebook
  • David Levy - Co-Founder & COO, true[x]
  • Michael Zimbalist - SVP, Advertising Products & Research Development, The New York Times Company
  • Dave Morgan - CEO, Simulmedia (Moderator)

Ogilvy Awards
Behind every great ad is inspiring research and the leaders that lead it. The 2015 ARF David Ogilvy Awards for Excellence in Advertising Research will honor the creative use of research in the advertising development process.

Day Three Preview -- Re:Think Your Future: Make Your Mark

Reinventing Insights & Analytics (Keynote)
How the Twitter research team is translating social media into business impact.

  • Jeffrey Graham, Ph.D. - Director, Global Ad Research, Twitter; ARF Board Member

Coloring Outside the Lines -- ESPN's Unique and Inspiring Storytelling
ESPN Consumer Insights Team reveals how it went from afterthought to center of influence.

  • Barry Blyn - VP, Consumer Insights, ESPN

Comedy Central's Multicultural Dilemma

  • Chanon Cook - SVP, Strategic Insights & Research, Comedy Central/Viacom Entertainment Group
  • Tasha Space - Founder, CS SPACE

Walmart Story: Real Rural Shoppers, Real Stories, Real Impact
How the brick-and-mortar retail giant partnered with Communispace to better understand its core customers in rural America. 

  • Jody Ayers - Senior Director, Global Customer Insights & Analytics, Walmart
  • David Guenthner - Senior Director Global Customer Insight & Analytics, Walmart

The Connected Consumer and the Future of Media Measurement
Total Audience measurement and the future of following consumers wherever they go.

  • Steve Hasker - Global President, Nielsen; ARF Board Member
  • Interviewed by Michael Kassan - Chairman and CEO, MediaLink LLC

Great Minds Awards
The 2015 ARF Great Mind Awards will honor leaders who made a difference in the advertising research industry this past year.

About The Advertising Research Foundation Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, The ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better business decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media-tech companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. The ARF celebrates more than 75 years as the industry's authoritative source of advertising knowledge. The ARF is located at 432 Park Ave. South, 6th Floor, New York, NY 10016 and on the Web at www.thearf.org

Contact Information

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    Kauffmann Public Affairs
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