ARF Re:Think 2014

New York, 23-26 March 2014

Warc's US Editor, Geoffrey Precourt, reports from the ARF's Re:Think 2014 conference, on the theme "Inspire Intelligent Growth" to help the industry make smarter, faster, better business decisions.

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This event report looks at how NASCAR, the US car racing league, reoriented its business towards attracting new millennial fans in response to economic recession.


This event report discusses the use and effectiveness of large form digital ads, with reference to Kellogg's Special K, a cereal brand, in the US.


This event report outlines how Doritos moved beyond the annual success delivered by its user-generated "Crash the Super Bowl" commercials to create a year-round bond with millennial males.


This event report looks at how Ford, the automaker, and Luth Research, the insights provider, aimed to understand changing consumer habits by analysing how shoppers bought not only cars, but also electronics (in the form of smartphones) and fast food (by looking at ordering pizza).


This event report discusses the new era that is facing marketing researchers - and which is thus also facing the Advertising Research Foundation, the industry body that represents them.


This event report discusses two rounds of neuroscience research conducted by the Advertising Research Foundation, which have together provided deeper insights into the way that advertising works - including the role of emotion as a driver of attention and memory.