Getting a seat at the "decision table" - outlining the future of the ARF and market research
Geoffrey PrecourtWarc
About a decade ago, when Bob Barocci, took over as president/CEO of the Advertising Research Foundation (ARF), he set out on a mission to redefine its purpose, and one which ultimately meant: "we changed the organization's focus to advertisers. Since the advertisers are paying for everything, if we impact their needs, everybody's boat will rise. Not universally popular back then, but we did it."
As Barocci retires from his position, he leaves his office to a most appropriate successor: "Our...