Rethink 09 Program Guide

Strategic inflection.

The answers.

ARF 2009 THE ARF 55TH ANNUAL CONVENTION + EXPO 3.30.09– 4.1.09 • NYC

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Re:think 2009 Program Monday, March 30

Day 1: Research Transformation – The Necessary Future The Gauntlet A panel of leading advertisers will deliver an RFP to the industry: “Research as we know it will be on life support by 2012”. Deliver forward-focused insights or risk being marginalized or eliminated. This advertiser smackdown will emphasize what advertisers need from research to deliver in order to remain relevant. MODERATOR: Joel Rubinson – Chief Research Officer, The ARF ADVERTISERS: Donna Goldfarb – Vice President of Consumer & Market Insights, Unilever Americas Susan Wagner – Vice President, Global Strategic Insights, Johnson & Johnson Global Consumer Companies Stephen Kim – Senior Director, Microsoft Advertising Colleen Fahey Rush – Executive Vice President, Research, MTV Networks

Can Research Catch the Consumer? Susan Wagner, Johnson & Johnson, will kick off this session by discussing the reality that “the consumer is at least two years ahead of research.” Scientists will illustrate this reality and explain what research needs to do to catch up – if it can catch up and how. MODERATOR: Susan Wagner – Vice President, Global Strategic Insights, Johnson & Johnson Global Consumer Companies SCIENTISTS: Dr. Bob Deutsch – Founder, Brain Sells Dr. Nathan Berg – Associate Professor of Economics, University of Texas, Dallas Dr. Drew Westen – Co-Founder, Thinkscan.com, LLC, and Professor, Emory University

The Research Industry Vision Pre-eminent research industry leaders will respond to the Advertiser RFP and articulate their strategies to respond to research transformation over the next five years.This will be

followed by an “Oval Table” discussion moderated by Donna Goldfarb, Unilever Americas. MODERATOR: Donna Goldfarb – Vice President of Consumer & Market Insights, Unilever Americas RESEARCH CEO ROUNDTABLE: David Calhoun – Executive Board Chairman and Chief Executive Officer, The Nielsen Company Eric Salama – Chairman and CEO, The Kantar Group Didier Truchot – Co-Chairman and Chief Executive Officer, Ipsos Dr. Romesh Wadhwani – Chairman, Information Resources, Inc. LUNCHEON & KEYNOTE

Success without Solutions Bob Johansen – Distinguished Fellow, Institute for the Future What external future forces will affect advertising research as it transforms over the next ten years? Futurist, Bob Johansen, a ten-year forecaster at the Institute for the Future— the only futures group ever to outlive its forecasts— will provide a taste of those forces through a series of digital “what if” stories from the future. Bob is a social scientist by training, with a continuing interest in world religions and faith. He is the author of Get There Early: Sensing the Future to Compete in the Present, which all the attendees will receive.

Tuesday, March 31

Day 2: 360° Media and Marketing – The New Lens is Human A Platform Called Television. What’s the future of television? The potential of advanced advertising technologies? Just as technology has enabled consumers to choose how, when and where they engage with media, it is enhancing interactivity and expanding addressability for all media, especially television. We have never lived in a time where we have had the technology and infrastructure to put an ad in front of people most likely to be interested in the message. We are moving to the era of advertising only to the interested. Television is about to change from a TV set to the platform we call television. Hear from media wunderkind David Verklin, Canoe Ventures CEO, about the changes coming to TV. SPEAKER: David Verklin – CEO, Canoe Ventures

Eight Lessons on Coping with the Transformed Media World NBC achieved more than record ratings during the 2008 Olympics, they acquired groundbreaking consumer-centered learning from their multiplatform programming. Alan Wurtzel, NBCU Research President, shares their findings from “The Billion Dollar Research Lab”. SPEAKER: Alan Wurtzel – President, Research & Media Development, NBC Universal

Putting Humans at the Center of the Process Sunil Garga of Mphasize LLC hosts a panel of world-class intellects providing new perspectives on what it means to put the human at the center of marketing and how to do it. These thought leaders will guide advertisers on how to sort out their challenges and highlight the value of human centric marketing. MODERATOR: Sunil Garga – Principal, Mphasize LLC PANELISTS: Mark Earls – HERDmeister, Herd Consultancy Grant McCracken – Research Affiliate, C3, MIT Mary Ann Packo – CEO, Millward Brown North America Michael Perman – Senior Director, Consumer Insights and Consumer Relations, Levi Strauss & Co. LUNCHEON & KEYNOTE

Humans and the Economic Crisis – Marketing with Understanding Jerry Zaltman – Founding Partner Olson Zaltman Associates and Professor Emeritus Harvard Business School At this life-changing, game-changing moment of economic turmoil, it’s more important than ever to connect with consumers on a human level. Those who “get it” stand to reap the benefits. Zaltman’s new study, “U.S. Economy and Its Impact on Americans” digs beneath the poll statistics into the consumer psyche for the deep metaphors and emotional drivers impacting consumer behavior today. 5 KEY ISSUE FORUMS

360 Media and Marketing Increasing Ad Impact in a Multiplatform World Major differences in the rates at which ads are exposed and absorbed by consumers exist between media. Discover how these differences can be used to improve media allocations and significantly increase advertising impact. Dr. Scott McDonald – Senior Vice President, Research, Condé Nast

Rebecca McPheters – CEO, McPheters & Company David F. Poltrack – Chief Research Officer, CBS Corporation, and President, CBS Vision Innovative Measurement of Multiplatform Audiences Learn how NBC used its "Billion Dollar Olympics Media Lab" to develop a singlesource measurement of the multiplatform audience. The methodology used can be easily adapted by any media stakeholder. David C. Tice – VP and Group Account Director, Media Team, Knowledge Networks Horst Stipp – SVP, Primary and Strategic Research, NBC Universal Building an Effective Cross Media Strategy using Agent-Based Modeling Learn how the world’s most respected advertisers use an iterative process to capture cross-media effects and paint a 360 degree picture of collective media impact. Damon Ragusa – Founder & CEO, ThinkVine Corporation Rafael Alcaraz, Ph.D. – Director of Advanced Analytics, The Hershey Company

Accountability Measuring the Effects of Social Network Advertising Social networks allow advertisers to reach a targeted and engaged audience. Learn how advertising on these networks improves brand awareness and favorability, drives offline sales and delivers ROI. Heidi Browning – SVP, Client Solutions, MySpace Erin Hunter – EVP, comScore, Inc How Does Advertising Really Work in the Digital Age? It Depends! There is no single "new model" of how advertising works today. Rather there are four, each with a central challenge and opportunity, says an innovative study of 150 product categories. Carol Foley – EVP, Director of Research Services, Leo Burnett Co. Inc. John Greene – SVP, Director of Market Strategy, Leo Burnett Co. Inc. Melinda Cultra – VP Research Director, Leo Burnett Co. Inc. Funnel-Vision: Enhancing the Media Allocation Model to Improve ROI. Learn about a new allocation model based on media usage, media synergy and media influence to assure ROI going forward, not backward. Martin Block – Professor, Northwestern University

Impact of the Digital Age Reloading the Magazine: Making Print Work in the Digital World Many believe that the Internet has replaced print as the main repository of information across every category of interest. This presentation illustrates opportunities to leverage print and online in integrated media strategies. Yaakov Kimelfeld, Ph.D. – SVP, Digital Research and Analytics, MediaVest Worldwide

David Shiffman – SVP, Connections Research and Analytics, MediaVest Worldwide Maria Givens – Sr. Manager, Global Media, Avon From Widgets to Websites: How to Talk to "Connected Consumers." Razorfish presents insights, from its annual Digital Consumer Behavior Study, on how online activity, social media usage, e-commerce habits and mobile access are changing the way “connected consumers” engage online. Garrick Schmitt – Group Vice President, Experience Planning, Razorfish Shiv Singh – VP and Global Social Media Lead, Razorfish Can Search Build Brands? Google and MetrixLab share innovative research cases to understand the multimedia impact and efficiency of paid search on brand and purchase metrics. Angela O'Connell – Head of Cross Media Research Europe, Google Lucas Hulsebos – Media Research Director, MetrixLab

Engagement "You Can Observe A Lot Just By Watching": ESPN Studies Sports Cross-Media Consumption ESPN’s vanguard study uses proven observational techniques to gain insights on how young male fans consume sports media across multiple platforms. Artie Bulgrin – Senior Vice President, Research and Analytics, ESPN Michael Bloxham – Director, Insight and Research, Center for Media Design, Ball State University "Programs" do Affect Ad Engagement Using neuroscience, Nine Network Australia isolates and quantifies the role that the program plays in generating ad break memory. Find out how to adapt this learning to any medium. Steve Weaver – Network Research Director, Nine Network Australia Make Sure your Ads Connect Emotionally The key to great advertising is the emotional connection. Learn about new tools advertisers are using to increase the certainty of connection. Jo-Ann Osipow – Senior Vice President, Synovate

Listening Consumers Talk Offline, Too. Tune In. WOM happens offline, too…not just online. Learn how brand marketers discover what consumers are saying offline using natural language processing software. Dave Dugan – Senior Vice President of Strategy & Partnerships, BzzAgent Michelle de Haaff – VP of Products and Marketing, Attensity

Meredith’s Silver Bullet: Leading with Market Knowledge and Innovation. Women are Talking. We are Listening. “Real Women Talking” is Meredith’s private online community that provides 24/7 customer access. Learn how connecting to real women has enabled Meredith to innovate and lead by uncovering new insights for brands, building richer client relationships, and leveraging the unique power of qualitative feedback. Britta C. Ware – Vice President of Research Solutions, Meredith Corporation Manila Austin – Director of Research, Communispace Enhance Advertising Effectiveness By Driving WOM. Advertising can be a major driver of consumer conversation. Groundbreaking research reveals new insights and enhanced metrics for evaluating and improving ad performance in a word of mouth era. Ed Keller – CEO, The Keller Fay Group Artie Bulgrin – Senior Vice President, ESPN

Wednesday, April 1

Day 3: Innovative – Moving Beyond New and Different Ghosts of the Internet: Past, Present and Future Recently recognized as one of the ‘Creativity 50’ and dubbed the ‘Steve Jobs of Microsoft’ by Fast Company, Gary Flake, Microsoft Technical Fellow and director of Microsoft Live Labs, will address the market research industry for the first time. Former Chief Science Officer of Overture and Founder of Yahoo! Research Labs, Dr. Flake is a longtime student of research, development and innovation best practices. At Microsoft, he works to define and evolve the company’s product vision, technical architecture, and business strategy for online services. In this presentation, Dr. Flake will take us on a mystery tour recounting the history of the online advertising industry, showcase entirely new forms of online advertising and media, and conclude with his long-term predictions about the Internet and every industry which connects to it. His insights promise to be provocative and pot-stirring. Dr. Gary Flake – Microsoft Technical Fellow and Founder of Microsoft Live Labs, Microsoft

Game-Changing Innovations Hear from advertisers and their research partners about the unique methods they are employing to find their game-changers:

Deciphering Innovation Patterns to Find Tomorrow’s Opportunity Space Developing and introducing successful innovation is still a challenge for most companies. Often it’s because companies don’t know what will really resonate with consumers in the future. A better model is needed - one that predicts what consumers will want tomorrow, and then identifies the relevant future opportunities. Experience how our cutting-edge approach goes beyond traditional techniques to drive more effective insights through real world examples. Learn how disruptive innovation can be predictable, understand where a category is in its development to predict the next level of consumer needs and uncover how innovation patterns within and across categories are key to identifying future opportunities. Barry Calpino – Senior Director of New Products, North America, Wrigley Phil Roos – Managing Director, Arbor Strategy Group, GfK Strategic Innovation Episodic Reconstruction: Understanding the "When" and "Where" and "How" of Consumption and Use Existing approaches such as ethnographies or surveys generate insufficient understanding of the nature of demand and real opportunities to innovate. Episodic reconstruction is a new methodology that supercharges the innovation process. We will share our experiences in applying this method to the building of an innovation playbook for travel, automotive and financial services. Bob O'Keefe – Managing Director, AAA Brand and Membership, AAA Erich Joachimsthaler – Chief Executive Officer and Founder, Vivaldi Partners Listening vs. Asking: Contrasting Consumer-Generated Content and Surveys Online consumer conversations provide a trove of naturally-occurring consumer expression that can be mined to understand consumers’ lifestyles and needs. We will present results of an empirical investigation into how results of “listening” differ from survey findings, and suggest a beginning framework for when and how to use these respective approaches. Kristin Bush – CMK Senior Manager, Digital Research, The Procter and Gamble Company David Wiesenfeld – VP Marketing Solutions, Nielsen Online An Industry Leader will talk about the contribution that consumer insights make to the innovation process; share stories of true innovation breakthroughs emanating from consumer and shopper insights and discuss organizational commitment to insights as a competitive advantage.

The Paradox of Culture Wojtek Szumowski – Group Director, Culture and Business Insight, Crispin Porter + Bogusky Culture is a strong, interpretative perspective that both directs ideas and limits them. Being able to step outside your own culture provides the ability to look at what’s going on within it in a completely different way. At Crispin Porter + Bogusky, powerful creative ideas start from turning what culture wants you believe on its head. Learn from

the Director of the Culture and Business Insight at AdAge’s “Agency of the Year” about what happens behind closed doors to insure powerful idea generation.

3M brand, a culture of innovation that lives across the company as a way of life. Dean Adams – Principal Brand Strategist, LEVEL 3M brand is known for innovation around the world. Creating, reinforcing and growing a world leading innovative brand requires participation from the whole business organization. Through processes, values, culture and relationships, 3M has been able to innovate both in the market and with internal systems to deliver the products and services the customers expect. Dean Adams, former Director of Brand Management at 3M, shares examples of the processes that bring innovations to the market for customers and internal innovation that have enabled better business management. 5 KEY ISSUE FORUMS

Digital Marketing Making Online Ads Work Better Online brand engagement is suffering. A comprehensive study of consumers exposed to 3000 online ads reveals how users process internet advertising, and what ad elements, formats and placements work. Samar Das – CEO and Director of Center for Brand Research, C3Research Allison O'Keefe Wright – Vice President, MTV Strategic Insights and Research Can Rich Media Metrics Predict Brand Impact? Most methods for measuring the brand impact of online display ads rely on surveys. This research shows how to use rich media metrics to predict brand impact. Ken Mallon – SVP, Custom Solutions and Ad Effectiveness Consulting, Dynamic Logic Rick Bruner – Head of Research, North America Sales, Google Measuring Clutter: It Matters Now – more than ever – measuring ad "clutter" is critical. Learn about Nielsen Online's clutter metric and its role in online media buying, planning and selling. Jon Gibs – VP, Media Analytics, Nielsen Online

Innovating Innovation End-to-End Insight through Integration: a Classic Formula Unlock new insights by integrating custom studies with existing data sources. Learn about Coke's lifestyle segmentation for its worldwide beverage portfolio. Clodagh Forde – Director, Marketing Strategy & Insights, The Coca-Cola Company Dave Patten, Ph.D – SVP, Client Service, Research International USA

Video Works Differently on TV and Online. Or So Says Neurometrics. This research explores the differences between how people consume TV and online video ads, specifically by applying neuroscience to advertising research. Pavan Lee – Research Manager, Microsoft Corporation Integration of Neuro and Conventional Ad Pre-tests This presentation introduces a way to integrate neuro explorations with conventional research. Discover how neuro-physiological reactions influence brand enhancement, product differentiation and product purchase drivers for selected global TV ad campaigns. Dorota Reykowska – Research & Development Director, Laboratory & Co Ewa Witkowska – Insights Director – Europe, PepsiCo Rafal Krzysztof Ohme – Psychology Professor, Polish Academy of Sciences

Multi-Platform Accountability Boosting Campaign Effectiveness in a Multi-Platform World This first-time public presentation will showcase IMMI’s single source panel tracking 3screen exposure – TV, online and mobile. A TV promotion case study will illustrate how ad effectiveness is increased with these new platforms. Amanda Welsh – COO, IMMI Mark Loughney – Vice President, Sales & Strategy Research, ABC TV Network Run What Where? Engaging Multi-Generational Shoppers Across a Multi-Platform World This study tracks the multi-media consumption of Baby Boomers, Gen Xers, and Gen Y/Millennials, correlating that consumption with in-market sales for two respected retail brands, Lucky and Kate Spade. Robert Passikoff, Ph.D. – Founder & President, Brand Keys, Inc. Karen Tillson – VP, Consumer Insight & Market Intelligence, Liz Claiborne Inc. Storytelling in a Multi-Platform World Information and entertainment consumption is no longer linear. People now consume stories in bits and pieces across platforms. Learn about the roles that different platforms play in storytelling, and how audiences engage with and move among platforms. Betsy Frank – Chief Research and Insights Officer, Time Inc. Barry Martin – Executive Director, Consumer Research and Insights, Time Inc.

Research Breakthroughs Do Viewers Care? Understanding the impact of creative on TV viewing behavior Google has analyzed data on the precise second-by-second tuning behavior for millions of television set-top boxes across the US. Find out what Google has learned about how viewers react to TV ads. Dan Zigmond – Engineering Manager and Technical Lead, Google TV Ads

BP's Crystal – Segmentation that Gets USED Discover how one of the world's most successful companies used segmentation to align and focus their business. Lisa Gudding – Executive Vice President, GfK Custom Research North America Rajit Chakravarty – Global Customer Insight Manager, BP plc. Panelist Engagement: Leveraging interactivity to fight boredom in online surveys GMI demonstrates how to conduct more engaging surveys that improve the quality of the data collected and maximize the return on research investment. Deborah Sleep – Founder & Managing Director, Engage Research Jon Puleston – Vice President, Interactive Group, GMI (Global Market Insite, Inc.)

Shopper Insights Nielsen In-Store Shopper Insights Retailers and manufacturers who embrace shopper marketing are growing faster than competitors. Learn about the work of Nielsen In-Store on creating a common industry metric that turns the store into a measured marketing medium. Frank Piotrowski – SVP, Measurement Science, The Nielsen Company George Wishart – Global Managing Director, The Nielsen Company Measuring Persuasive Power Through Leveraging Virtual Survey Technology Learn how virtual survey technologies that have fueled innovation in gathering shopper insights have been extended into other verticals including technology, media, advertising and healthcare. Andrew Reid – President and Founder, Vision Critical Solutions Women and their Digital Domain – Microsoft Shows Women. Learn how Microsoft's Women in their Digital Domain studies show how digital media influence the consideration and shopping for packaged goods among women principal household shoppers. Beth Uyenco – Global Research Director, Microsoft Advertising Debbie Solomon – Managing Partner Business Planning, Mindshare Worldwide Graceann Bennett – Managing Partner Strategic Planning, Ogilvy Chicago CONCURRENT ARF UPDATES ON KEY RESEARCH INITIATIVES Online Research Quality Council: Report and Reaction Panel Bob Walker, Ph.D. – Principal & Founder, Surveys & Forecasts, LLC Raymond Pettit, Ph.D. – SVP, Research & Standards, The ARF Bob Walker, Surveys & Forecasts, LLC and Raymond Pettit, The ARF will present the initial results of the Foundations of Quality research project. This landmark study provides fact based insights, key metrics, and guidelines to improve online research quality. Following the presentation, a panel of Council participants will discuss the

implications of the study and the industry solution scenarios that the ORQC will pursue in 2009. Panel Discussion MODERATOR: Mark Berry – EVP, Consumer & Business Insights, Synovate PANELISTS: Anne Hedde – CEO, Lightspeed Research Efrain Ribeiro – COO, Ipsos Interactive Services, Ipsos Dr. Tom Evans – Vice President, Audio Research & Special Projects, ESPN Steve Oi – Sr. CIM - CIS Center of Excellence, Kraft USA Diversity Opportunity & Panel Discussion The Diversity Task Force is focused on the quality of research produced for multicultural consumers. They have established partnerships with a variety of research vendors to enhance existing learning, knowledge and outreach. The panel will share their findings and a vision for a new ARF Multicultural Super Council to establish the most accurate measurement of the business opportunity for multicultural marketing. This panel will be followed by multicultural marketing success stories from Bank of America, Wal-Mart, and the US Navy. The session will conclude with the announcement of the new Multicultural Super Council, including meeting dates and topics. MODERATOR: Kevin Brockenbrough – VP/Associate Director, Account Planning, Burrell Advertising PANELISTS: David Burgos – VP, Multicultural Practice, Millward Brown Anita Lai – Director of Research, UniWorld Group, Inc. Issac Mizrahi – Multicultural Expert Don Williams – President, HarVal Advertising in Recessionary Times: What you need to know, and what you can do. I. What Do We Know about Advertising in a Recession? Gerard J. Tellis, Ph.D. – Professor of Marketing, Director of the Center for Global Innovation, and Neely Chair of American Enterprise – Marshall School of Business, USC There have been countless articles about the effectiveness of advertising in a recession, including much conflicting advice. Professor Gerard Tellis, reviews the findings from 40 major research studies, integrating and synthesizing them into a set of key learnings. Drawing on the evidence from 21 recessions in the past century and 37 countries, hear about the response of advertising to economic expansions and contractions, the effect on sales, market share and profitability, and why most advice on advertising in a recession is flawed. This presentation is based on a major research study, co-authored by Kethan Tellis, which will be published in the Journal of Advertising Research in the Fall. Note: (Presentation available on request from [email protected]).

II. 7 Recommendations for Marketers To Succeed (best you can) in a Recession Rex Briggs – CEO, Martketing Evolution What should marketers do in a recession? Marketing ROI Expert Rex Briggs will present 7 wise moves for marketers to make in a recession from his recently published thought leading whitepaper. Based on the world’s most broadly validated cross-media measurement methodology, and billions of dollars in spending, Mr. Briggs draws insights from the data, and his experience to argue what marketers can and must do to be effective in the current economic climate. Moderator: Steve Rappaport, Knowledge Solutions Director, The ARF The ARF Shopper Insights Initiative Why are ARF members interested in shopper insights? Understanding the shopper experience is a critical part of true integrated marketing which will dramatically improve the flow of marketing spending as marketers, retailers and agency partners learn how to bring value to people via the shopping processes and experiences they engage in. Learn how both marketers and retailers can work together with a common purpose – to better understand and serve their consumers/shoppers. I. The ARF Shopper Insights mission Joel Rubinson – Chief Research Officer, The ARF II. Defining the Power and the Importance of Shopper Insights Research Michael Twitty – Director, Shopper Insights, Unilever Americas III. Linking Virtual Shopping to Actual Purchase Data Staci Covkin – Senior Vice President, Consumer & Shopper Insights, Information Resources, Inc (IRI) The Video Consumer Mapping Study The Video Consumer Mapping Study is the largest and most significant observational study of media activity ever undertaken. It is the first known source to document consumers’ media behavior across various screen media from a single sample, and to identify sole media use versus media multitasking. The year-long, $3.5 million study confirms earlier research, but challenges a number of widely held beliefs: • • • •

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Which age group consumes the most screen time during their waking day? Who does the most media multitasking? Are younger viewers really shifting away from traditional TV toward online video? Which medium, TV, Computers, Print, or Audio, has the highest percentage of time spent as the sole medium being used? How does Live TV compare to the DVR playback, computer video, and mobile video? How much commercial time are TV viewers exposed to in a typical day?

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What impact does acquiring HDTV have on overall television usage?

The study was commissioned by the Council for Research Excellence (CRE), a Nielsen funded, but completely independent industry think tank, consisting of roughly 40 of the top senior research executives in the industry, and conducted by Ball State University’s Center for Media Design and Sequent Partners. MODERATORS: Craig Gugel - SVP, Media Analytics, The ARF Mike Hess - EVP, Research, Marketing Science & Consumer Insights, Carat PANELISTS: Mike Bloxham – Director, Insight & Research, Center for Media Design Ball State University Bill Moult – Founding Partner Sequent Partners Mike Pardee – SVP, Research, Scripps Networks Noreen Simmons – Director of Media Strategy & Operations, Unilever Jim Spaeth – Founding Partner Sequent Partners