Strategic inflection.

The answers.

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

PLATINUM SPONSOR PLATINUM SPONSOR OFFICIAL PUBLISHING PARTNER MEDIA PARTNER

 ad_concept1.pdf 2/26/2009 12:32:16 PM

Non-Linear,
Innovative Design.
Sophisticated.
Flexible. Scalable.

Eiffel used this

approach to
build a tower.
We’ll use it to
C

CM
build your business.
MY

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Ipsos ASI
Vive la difference

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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 ground-
breaking 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 single-
source 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 3-
screen 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 tellis@marshall.usc.edu).

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:

• 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?
 • 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