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 PrecourtWarc

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.

McDonald, who spent 14 years as Condé Nast's SVP/Research and eight years as Time Warner's Director of Research, took on the top ARF post three weeks ago, replacing Gayle Fuguitt, who left the organization at the end of October 2016.

"It's a critically important time for the media and advertising industries,...

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