ARF To Create Engagement Blueprint

In the US, the Advertising Research Foundation (ARF) has created a new Engagement Council, to drive through engagement initiatives previously initiated by the association's informal task force.

Co-chaired by Greg Whiteman, Market Research Manager of United States Postal Services, and Lavanya Ganjam, Manager at ConAgra Foods, the council's first task will be to push forward publication of a report containing insights gathered from the past four years of engagement research studies catalogued by the ARF.

Ray Pettit - who has been managing the ARF's efforts since Joe Plummer stepped down as Chief Research Officer last September (www.mrweb.com/drno/news7385.htm ) - says that the report will be a blueprint for marketers and agencies to build their own research and applications.

'The core of the learning will be based on what six or seven leading companies have done in the field, and how others can learn from their experiences,' said Pettit. 'So far, engagement has been a concept. What we want people to do now is apply it in action, and see what kind of results they get from it.'

The report, which will be released at the ARF's annual 'Re-Think' conference in April, will include best practices from companies such as Bayer, Kellogg, McCormick, ConAgra and the US Postal Service.

Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, ARF members include more than 300 advertisers, advertising agencies, associations, research firms, and media companies. The association is based in New York and is online at www.theARF.org.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.