ARF Hires Ex-Campbell Soup Man for Ad Effectiveness Role

In New York, The Advertising Research Foundation (ARF) has appointed former Campbell Soup insights leader Bob Woodard as EVP, Advertising Effectiveness, in its Research Subject Matter Expert (SME) team. Woodward takes up his new role next month.

He joins with more than 30 years' experience spanning marketing research and analysis, brand marketing, marketing strategic planning, finance and sales.

Prior to a recent stint as an independent consultant, Woodward spent nine years with the Campbell Soup Company, latterly as VP Global Consumer and Customer Insights. Before this, he served as VP of Consumer and Market Research at Kmart, and spent nearly a decade at Coca-Cola in senior marketing research and analysis roles. He earlier spent ten years at Pepsi-owned Frito-Lay, and began his career at Ford.

In his new role, Woodward will work collaboratively on the ARF's NeuroStandards 2.0 study, which will expand to include traditional creative testing, as well as emerging biometric techniques.

Bob Barocci, ARF President & CEO, comments: 'Bob's addition enables us to lead in all areas significant to our members. He will add much to the intellectual capital of our SME team - that now includes Bill Cook - EVP Research Quality, David Marans - EVP media, Ted McConnell - EVP Digital, Horst Stipp - EVP Global Strategy, and Todd Powers, Chief Research Officer - as well as on research transformation and brands.'

Web site: www.thearf.org .