Former MarketShare VP Joins ARF

In the US, Dr Raymond Pettit has joined the Advertising Research Foundation (ARF) as SVP, Research & Standards, to support the body's Online Research Quality Council and manage and advance its research standards.

He replaces Bill Cook, who is taking an extended sabbatical after more than ten years with the organization. President and CEO Robert Barocci said that he anticipates that Cook will return to ARF in some capacity in the future.

Pettit, who has worked for the ARF on a freelance basis for the past year, was most recently VP at marketing sciences firm MarketShare Partners. He teaches a course on marketing accountability and ROI approaches for the American Marketing Association, and has lectured at the University of Illinois Executive MBA Program.

In addition, Pettit has authored two books on marketing and advertising research, the most recent of which - 'Learning From Winners' (Psychology Press) - was commissioned by the ARF and sponsored by Microsoft. He received his bachelors degree from the University of Michigan, and both masters and doctoral degrees from the University of Illinois.

'We are fortunate that Ray Pettit can step in immediately and, because he has worked with us as a consultant over the past year, will step in without missing too many beats,' added Barocci.

'Ray Pettit is that rare combination of thinker and doer,' noted Chief Research Officer Joel Rubinson. 'His intellectual activism will play a key role as we continue to broaden our outreach to every aspect of the marketing world.'

Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF is dedicated to aggregating, creating and distributing research-based knowledge to help members make better advertising decisions.

Web site: www.theARF.org .

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