ARF unveils new "How Advertising Works" initiative
Geoffrey PrecourtWarc
With 18 months in office as the president/ceo of the Advertising Research Foundation (ARF), Gayle Fuguitt has identified a common mission that will unite the various operating aspects of the organization.
"How Advertising Works" is a program which will tap into "more than six decades of insight. And we're going to spend 2015, 2016 and 2017 moving [that content] forward" to ARF members as well as the larger universe of marketing-research practitioners and academics, she told delegates at the ARF's 2014 Industry Leader Forum in New York City.
Even more...