• by Charlene Weisler , Op-Ed Contributor, March 13, 2015

There are many conferences in the media industry, but the Advertising Research Foundation’s annual event stands out to me because it is research-centric. So pull out your pocket protectors and get ready for the ARF Re: Think conference, starting March 15 at the New York Hilton. Each year the pressure is on to capture the most current research zeitgeist and report the bleeding- edge trends in the field.

I sat down with CEO and President Gayle Fuguitt to find out what we can expect:

CW: You joined the ARF in 2013. What has changed since you first arrived?  

GF: We've expanded well beyond New York City. We now have a West Coast ARF Network presence, as well as strong global representation on the world's stages. We've reinvigorated and connected our original research to more and more member companies and platforms: neuroscience, new cross- platform measurement solutions, research quality innovations….

CW: What is the theme of this year’s Re:Think? Why was that theme chosen?

GF: This year's conference theme is "where leaders ignite growth." We chose it because growth is on everyone's agenda. "The future is here, it's just unevenly distributed,"  [we say]. meaning there are great solutions in the over 220 original papers that were submitted and those that will be presented, which yield today's solutions and successes by the best and brightest global minds and leaders. 

Finally, "where" means if you miss being there , you'll miss out on the connectivity that happens only at the ARF in these venues for networking on the most pressing issues of the day, with the world's foremost leaders in advertising, marketing, insights, media tech, ad networks and solutions providers.

CW: What is the greatest challenge facing research today?  

GF: Research has the opportunity to reinvent, but there is a very narrow window. If today's researchers don't lead growth and change at their companies, they risk being left behind. Many realize that yesterday's tools aren't keeping up with today's C-Suite demands. They feel that they lack time, resources and in some cases respect, but the real need is courage, conviction and connectivity. So the very thing that leaders are tempted to do -- stay at their desk and hunker down and work harder -- will be the thing that keeps them from growing and advancing.

CW:        What do you hope conference attendees gain from this year's conference? 

GF: New solutions to today's burning C-suite problems, so when attendees go back to the office they can send solutions straight to the C-suite with credibility and confidence. Peer networking and support, new connections. Leadership examples showcasing successes in HOW new approaches are adopted, and how successful organizations are built, versus just toolkit solutions.