Bold collaboration:

…Are You Ready?

✔ The consumer is in control✔ Big data is big inundation and also big opportunity✔ Growth is slow domestically, complicated abroad✔ Global, mobile, social, local adding new advertising

touchpoints✔ And also complexity✔ ROI for resource allocation still coin of the realm

The “Must Have” Slide For 2013

✔ We understand the consumer better than anyone else, head, heart and feet

✔ We’re probably the only ones in our company that really like data

✔ Our skills to translate data into insights have been honed in the past decade

✔ Even our communication skills have improved

Researchers, Our Decision Table Awaits

Collaboration

ARF : 5 examples

Define it

Define it

Refine it

Refine it

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Cannes you or can’t you?

Philadelphia or South of France

“How I spent my summer vacation”

IIeX Conference

“How I spent my summer vacation”

“How I spent my IIeX Conference”

QQ Is Rome burning?

“How I spent my IIeX Conference”

AA Yes, Rome is always burning

“How I spent my IIeX Conference”

You still have an opportunity to expand your

innovation footprint

Define it

"Collaboration is … where two or more people or organizations work together in an intersection of common goals – for example, an intellectual endeavor that is creative in nature – by sharing knowledge, learning and building consensus.”

– Wikipedia

Define it

Define it

So why is it such hard work?

COLLABORATION

Origin was about “working” together

Define it

Define it

Maybe fear that:

“Collaboration is the act of cooperating traitorously with an enemy that is occupying your country.”

– Word Net, Wikipedia

Define it

Define it

What if we thought about it this way?

COLLABORATION

Refine it

Refine it

CollaborationCollaboration

Refine it

Refine it

MIND MELD LAB (1+1>2)✔ Co-creation!

Each partner brings strengths

✔ Traits: open eyes, listen, free interchange, willing to try something new

What if collaboration was a Journey not a task?

Refine it

Refine it

1 Multiply your impact: Resources = Speed, Smarts, Savvy

2 Mobile Meet up: Board Meeting and Young Pros

3 Mix Mash up at AM 8.0

4 Relationship First: ARF, ANA, AAAA, IAB

5 Future Inspiration: the New ARF

Speed round Five examples: ARF – Foundation to Build skills, Mobilize, Amplify

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Multiply your impact: ARF mobilizes to do the work you don’t have

the time or money for:

2 universities, 14 sponsors

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ARF Mobile Meet-Up“First Responder”

US Household Penetration

1950 1960 1970 1980 1990 2000 20101940

Telephone

Internet

Mobile Phones

Sources: US Census & FCC (telephone), Harris Poll (Internet), SNL Kagen (mobile phones)

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Our Board of Directors2 Doit

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ARF Mobilizes at Mobile Meet up

Brad Smallwood Jim DravillasPeter Orban

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Mix Mash Up

This is the story of big discourse at AM 8.0

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Relationships First:Industry Association Landscape4 Do

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So happy you're "collaborating". The ARF board will be so pleased at your outreach.

I'm thrilled :-) Feel free to edit.

"The ARF is integral to the growth, development and advancement of insightful and meaningful measurement and metrics. The ANA and our industry colleagues welcome the ARF's participation to help us meet the needs and demands of the marketing ecosystem. Their wealth of knowledge and expertise are so important to improving the dialogue and insuring productive pursuit of our joint goals. We are delighted that they are part of our growing industry force to improve the sophistication and decision making through the use of facts and data”. – Bob Liodice, CEO, President, ANA

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Future Inspiration: The New ARF5 Doit

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The New ARF

Big DataFuture modelers/stats need to be able to speak to C-level

Big DataMore training on statistics with people who understand data

MobileArticulators: ask the right questions

Cross platformHelp me understand how people engage with multi-platform content-THEN how to understand measurement

Researcher of FutureResearch education – not just young pros-also the generation beyond young pros

Researcher of FutureMake collaborative teams to solve industry problems – cross functional, qual/quant

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✔ Amplify your voice through partnership✔ Build your skills by experimenting✔ Choose your partners:

– right brain seeks left brain– left brain seeks right brain

Reinvent yourselfDoit

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Bold Collaboration: Are You Ready?

Define it

Define it

Refine it

Refine it

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✔ Know yourself✔ Choose your

partners✔ Resist fear

✔ Lab vs. labor✔ Fail faster✔ Stories told,

lessons learned

✔ Go big or go home✔ ARF mobilizes,

convenes competitors, asks and answers

✔ From “Minnesota kind” to “kinda more NY”

Reinvent yourself

A satisfying career – and a satisfying life – is found through actively creating your

own luck and making the most of new and unforseen experiences.

John KrumholtzLuck is No Accident

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