Bob Barocci, former president and CEO of the Advertising Research Foundation, died Thursday. He was 72.
Barocci, who was a long-time ad agency executive prior to joining the ARF in 2003, was the first non-researcher to run the venerable trade association, and brought a fresh approach that revived the organization’s membership and revenue stream, and broadened its coverage of new and emerging media.
He also repositioned the foundation’s annual conference into Re:think, which took on important themes and issues transforming Madison Avenue’s understanding of consumer behavior, including the emerging neuromarketing research industry.
Prior to joining the ARF, Barocci was director of communications of New School University and part of Bob Kerrey's leadership team. Prior to that, he spent 21 years with Leo Burnett, rising to the position of president of Leo Burnett International..
After he left Leo Burnett, he was Founder/CEO of McConnaughy Barocci Brown and later Director of Central/East Europe for Young and Rubicam.
He officially retired from the ARF in December
2012, and was succeeded by Gayle Fuguitt, following a search.