Obituary: Former ARF CEO Bob Barocci

Bob Barocci, former President and CEO of the Advertising Research Foundation (ARF) died last Thursday in Manhattan, at the age of 72.

Barocci was a mathematics graduate of the University of Wisconsin in 1963, and in 1965 gained an MBA from Harvard. He then enjoyed a 21-year career with Leo Burnett, where he rose to the position of MD in London, and latterly served as President of Leo Burnett International.

After this, he co-founded and served as CEO of ad shop McConnaughy Barrocci Brown, and then became Young and Rubicam's Director of Central/East Europe. Following a stint as Director of Communications at New School University, and part of Democrat politician Bob Kerrey's leadership team, he joined the ARF in 2003 as the organizations first non-researcher President and CEO. When he announced his intention to retire in 2012, comScore co-founder and ARF Board member Gian Fulgoni stated that Barocci had 'rescued' the ARF and 'rebuilt' it into a very strong trade organization.

ARF Board member Jack Wakshlag, who serves as Chief Research Officer at Turner Broadcasting, said of Barocci: 'Perhaps the greatest gift Bob has given to the ARF is an extraordinary strong platform that will continue to grow and be relevant for the foreseeable future.'

Outside his working life, Barocci had been a competitive runner in the 1980s, and while in his 60s, he climbed both Mount Kilimanjaro and Mount Hood. He is survived by his wife, two children and four grandchildren.