McDonald identifies new roles for ARF

This event report outlines how the Advertising Research Foundation (ARF) is seeking to redefine its role in the rapidly changing marketing ecosystem.

McDonald identifies new roles for ARF

Geoffrey Precourt Warc

As the Advertising Research Foundation (ARF) delegates begin to arrive in New York for the group's annual conference on Monday, Scott McDonald - the trade body's President/CEO - is pulling together a new long-term agenda for the organization.

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