ARF Hires Media Industry Veteran

In the US, The Advertising Research Foundation (ARF) has appointed traditional and Internet media specialist Craig Gugel as Senior Vice President, Media Analytics.

In this new post, Gugel will be The ARF's primary expert regarding all media matters, working closely with the leadership team of the 360 Media and Marketing Super Council, as well as all other media-related councils.

'Craig is rightfully considered to be one of the industry's premier thinkers on all things media, and his appointment solidifies The ARF as a world class center for media knowledge,' stated Chief Research Officer Joel Rubinson.

Prior to joining, Gugel served as President of media planning software firm Telmar Information Services and Telmar HMS. Before this, he was EVP, Worldwide Analytics & Strategy for Nielsen division IMS Worldwide, and EVP and Director of Strategic Insights at Optimedia International.

He began his career as a spot media buyer at Kenyon & Eckhardt, and later worked for several other ad agencies including McCann-Erickson, Foote Cone & Belding and Organic, and also founded his own research consultancy - Manhattan-Pacific Multimedia.

Gugel is a past board member of The ARF, as well as an Adjunct Assistant Professor in the Advertising & Marketing Communications Department at the Fashion Institute of Technology.

Explaining the reasoning behind the new hire, President and CEO Robert Barocci said: 'The research industry can no longer be satisfied with the current knowledge gaps on everything from 360 media marketing, an online currency metric acceptable to all, and the lack of progress on metrics for emerging media. Such extraordinary times require a combination of experience and vision, and Craig Gugel is extraordinarily qualified to lead these industry initiatives.'

Founded in 1936, The ARF is dedicated to aggregating, creating and distributing research-based knowledge that will 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.