• June 17, 2005

Joe Plummer, for decades one of Madison Avenue's most influential advertising researchers, has joined the Advertising Research Foundation as chief research officer, a move suggesting the trade organization may take a more direct role in the development of primary research. Plummer, who has most recently was executive vice president-director of research & insight development for McCann-Erickson WorldGroup, has been described as the "chief research officer of the industry," and has led the research efforts at McCann, DMB&B, Young & Rubicam, and Leo Burnett. Plummer had already been an active participant in the ARF and has been serving as editor of its Journal of Advertising Research. Bill Cook, senior vice president-research and standards, will remain at the ARF, focusing on specific projects including the ARF's research reviews and minority research audience measurement initiative. -- J.M.