ARF Re:think Conference
As the lights dimmed and a video rolled quotes from key executives, the stage was set for the 76th Advertising Research Foundation (ARF) conference March 20-23, 2012, at the Marriott Marquis in New York City.
Especially notable was Joan Lewis, officer/global consumer and market knowledge at Procter & Gamble, who charged the room with reinventing the insights discipline. “Do not miss this opportunity,” she said, via larger-than-life screen. The most recent technology revelation was the Internet, and in some ways that was a missed opportunity, she said. Instead of reinventing, the same surveys just got put online. It’s another missed opportunity if the industry asks old questions and just answers them with a new tool. We don’t want to miss this time, she concluded.
Amidst strobe lights and lasers, Bob Barocci, ARF president and CEO, then kicked off the conference, aptly titled: “Re:think 2012 — Shifting Sands ... Understanding the New Consumer.”
INMA sent correspondent Mandy Gresh to cover this event, and this is her report.
25-28 March 2012
New York, United States