The ARF seeks a new ethical code for market research

The Advertising Research Foundation (ARF) is spearheading efforts to develop new standards and guidelines that govern data collection and protection.

Marketing research has been in the headlines in the wake of recent allegations made against Cambridge Analytica, a company that worked for Donald Trump’s presidential campaign.

The analytics firm, which claimed a Gold Award at the Advertising Research Foundation’s (ARF) David Ogilvy Awards in 2017 for its efforts on Trump’s behalf, now stands accused of harvesting data from 50 million users of Facebook, the social network, without permission.

“Despite the discomfort that many Ogilvy jurors had, and that members of the ARF, had with Cambridge Analytica winning that award – and the fact that...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands