Insights2020: Are marketers "truly" consumer-centric?

Geoffrey Precourt

This event report addresses how "overperforming" firms stand apart from their "underperforming" rivals, based on analysis from the Advertising Research Foundation (ARF) and Millward Brown Vermeer.

Insights2020: Are marketers "truly" consumer-centric?

Geoffrey PrecourtWarc

"I'm an insights gal," Gayle Fuguitt, president/ceo of the Advertising Research Foundation (ARF), announced to a Saturday-morning assembly of the Association of National Advertisers' (ANA) 2015 Masters of Marketing Conference in Orlando.

For 79 years, she continued, the ARF "has demonstrated and proven over and over again that advertising works."

And, with an ARF-co-sponsored "Insights2020: Driving Consumer-Centric Growth" initiative – other founding partners include ESOMAR, Kantar, Korn Ferry, LinkedIn and Millward Brown Vermeer (MB Vermeer) – proof of advertising's continuing efficacy rests on the premise "that in order to stand and deliver...

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