NEW YORK, March 3, 2011 /PRNewswire/ -- More than 1,000 marketing and research executives will congregate at the largest-ever Advertising Research Foundation (ARF) Annual Convention, Re:think 2011 – Managing the Complexity Maze: Insights as the Navigator, March 20 – 23 at the New York Marriott Marquis. The convention continues the ARF's yearlong 75th Anniversary celebration.
Headlining the four-day 75th Anniversary event, designed to give marketers tools and insights to make the best possible decisions in today's fast-changing environment, are top business leaders, including Dr. Robert Groves, Director, U.S. Census Bureau (Finally – Census Data Powers Marketing); Reuben Mark, Retired Chairman and CEO, Colgate-Palmolive Company (A Distinguished CEO Looks Ahead); and Chuck Porter, Chairman, Crispin Porter + Bogusky (The Unequaled Power of Great Creative Ideas). In addition, 30 forums will focus on discrete issues of vital importance to marketers, such as multicultural marketing (the new mainstream in America), multi-country mobile marketing and the "socialness" of social media audiences.
Re:think 2011 will also feature the first public presentation of results from the ARF's Engagement 3: NeuroStandards Collaboration, a groundbreaking research project on biometric and neurological research methods, such as functional magnetic resonance imaging (fMRI), electroencephalography (EEC) and facial coding. Although these modalities have become increasingly popular in media and marketing research, to date, no major validation studies have been conducted to properly assess neuroscience as it applies to consumer response to media and advertising. The ARF's findings, presented by Horst Stipp, EVP, Global Business Strategy at the ARF, and Duane Varan, Ph.D., CRO, The Disney Media and Advertising Lab, will help ensure that the best biometric and neuro methods are employed regarding interpretation, applications and ethical considerations for the consumer.
"Never has research been so fundamentally essential to the success of marketing campaigns and their ability to engage and motivate consumers," said Bob Barocci, President and CEO, the Advertising Research Foundation. "In planning Re:think 2011 for our 75th Anniversary year, we have programmed four powerful days of thought-provoking presentations and hands-on learning that will benefit every senior marketer and research executive."
Prestigious Industry Awards
Sir Martin Sorrell, CEO, WPP Group, will introduce the annual ARF David Ogilvy Awards for Excellence in Advertising Research (sponsored by Microsoft Advertising), which showcase the creative use of research by advertisers, agencies and research firms across a broad range of categories, from financial services to multicultural to packaged goods.
The program concludes on March 23 with the ARF Great Mind Awards (sponsored by GfK), recognizing individuals who have contributed to the excellence and advancement of advertising research.
Enhanced ARF Insights Zone
Re:think 2011 will encompass a special ARF Insights Zone ,featuring learning sessions, product demonstrations, interview sessions, book signings and networking opportunities presented by convention sponsors and exhibitors:
- Diamond Learning Sessions: Nielsen, Kantar, J.D. Power & Associates, NetBase and USamp will showcase case histories, best practices, demos and new white papers
- Social Media Zone: Harris Interactive, PeopleBrowsr, Visible Technologies and others share best practices on social media listening and engagement
- Learning Zone: Research pioneers Clear Ideas, C&R Research and On Research report on best practice case studies
- Innovation Zone: As an example of innovative thinking, this area showcases the Chevrolet Volt, a one-of-a-kind, all-electrically-driven vehicle designed and engineered to operate in all climates
Interactive Online Community
As a way to encourage dialogue and build community prior to and during Re:think, the ARF has launched a new online site. Rethink.thearf.org is a virtual networking hub for all participants (attendees, speakers, exhibitors and ARF members) to connect with one another, share up-to-the-minute conference information and industry news, engage in discussions and share what's on their minds — all in real-time using an individual online profile.
About the Advertising Research Foundation (ARF):
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 advertising decisions. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. In 2011, the ARF will celebrate its 75th Anniversary 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.
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SOURCE Advertising Research Foundation (ARF)