American ARF Accolade Won by British Broadbent

The American Advertising Research Foundation (ARF) is due to bestow its annual Naples Research Industry Leadership Award on Simon Broadbent, the well-known British researcher. He will receive the honour at a special reception to be held in Chicago later this year.

Years of working with big name advertisers such as Coca-Cola, Kellogg, Kraft and Procter & Gamble, has led Broadbent to his current position at the top of the advertising research tree. He has become highly involved in the arguments over advertising accountability, largely in his time spent with agency Leo Burnett. Since this stint, he has become one of the key partners of the Leo Burnett Brand Consultancy.

Broadbent's dedicated efforts to raising advertising decisions to the same level as other investments have been well rewarded as institutions such as ARF and the American Association of Advertising Agencies (AAAA) in the US, and the IPA (Institute of Practitioners in Advertising) in the UK, have made advertising accountability a frequent war cry.

Broadbent's numerous books include the following widely-read titles:

• When to Advertise (Admap Publications, 1999) which reviews the history and suggested solutions to the problems of scheduling TV over the year, and how much to spend in each week.
  
• Accountable Advertising (Admap Publications, 1997) which shows how to analyse and aggregate marketplace data, such as weekly sales totals, using the factors which affect sales, such as price, distribution, store activities and advertising.
  
• The Advertiser's Handbook for Budget Determination (Lexington Books, USA, 1988) which advises on the process for constructing and allocating budgets for the American market.
  
• The Advertising Budget (NTC Publications, UK, 1989) which details the process for constructing and allocating budgets for the British market.

Commenting on Broadbent's widely recognised research skills, Kate Lynch, senior vice president at Starcom MediaVest Group, acknowledged that "Simon has been a true leader in establishing how critical it is that advertising be accountable. He has further led the charge by showing the world how to measure these effects and how to build those results into media planning tools which optimise the marketing budget."

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

Register (free) for Daily Research News

Simple printable version of this article

Email this article to a friend