NEW YORK, March 7, 2017 /PRNewswire-USNewswire/ -- The Advertising Research Foundation (ARF) announces the appointment of Scott McDonald, PhD as its President and Chief Executive Officer, effective immediately.
The ARF has provided trusted, groundbreaking, and actionable research, to the advertising and marketing industries for 81 years. As President and CEO, Mr. McDonald will lead the organization's work of anticipating changes in the advertising landscape and providing its 400+ member companies with relevant insights to drive impactful business results.
Mr. McDonald joins The ARF with 30 years of experience solving bottom-line business issues through effective use of research. He has worked closely with all five of The ARF's constituent groups – media, advertisers, agencies, research companies and ad tech. He understands the challenges that all four of these groups face in adjusting to and leveraging the torrent of change in marketing and media. He is an ardent champion of unimpeachable quality standards, and has led industry-wide efforts that use research to mediate conflicting claims and interests of diverse participants in the advertising ecosystem.
Mr. McDonald has held senior research positions at leading global media companies, including Time Inc., Time Warner, and Conde Nast. He was a front-line participant in the digital revolution, with positions that afforded him the inside track to conducting research on how the proliferating digital choices were affecting consumer behavior and perceptions, media formats and business models, and marketer touchpoints and ROI.
A past ARF Board Chair and decades-long supporter of the organization, Mr. McDonald brings excitement and enthusiasm to his new position: "The ARF acts at the dynamic nexus of the media, advertising and research industries – businesses continually transformed by technology and changing consumer behavior. There has never been a more important moment for The ARF to provide the high ground of science -- independent, unbiased, empirical, transparent, replicable science -- to resolve the questions and inform the arguments that arise at such moments of rapid change. It is a privilege to have the opportunity to lead this vital organization at such a critical time; indeed The ARF's success is inextricably linked to the success of all 400 of its member companies."
His innovative work at the intersection of advertising research, traditional media, and the digital revolution reflects his roots in academia. McDonald earned his PhD in Sociology from Harvard University and has taught courses on media measurement, media economics and monetization strategies at Columbia Business School for the past 18 years.
At the February 2017 meeting, the Board of Directors of the Advertising Research Foundation unanimously selected Mr. McDonald after a nationwide executive search. Jed Meyer, Chairman of the Board of The ARF, states, "The ARF, like the industry, is at a pivotal moment. The digital revolution has exponentially increased the pace of change and impact on advertising. Scott's ability to deftly integrate the value of traditional media advertising with today's innovations provides The ARF with leadership to tackle key issues facing our constituent groups today and into the future."
About The ARF:
For 81-years, The ARF has been the only organization creating and curating original, objective research for advertising practitioners. Through education, events, and networking, The ARF is providing leading-edge solutions and best practices for the industry. For eight decades, The ARF has been a trusted resource and partner to the more than 400 member companies comprised of leading advertisers, agencies, research firms, media companies, and ad tech. The ARF's unique network and point-of-view, enables it to generate relevant insights that empower members to make impactful marketing decisions. The ARF signature events, like the 63rd Annual Conference 3/20-3/21 in New York City, provide a platform for the exchange of innovative ideas, groundbreaking research and powerful connections.
The Advertising Research Foundation
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SOURCE The Advertising Research Foundation