The document discusses the importance and challenges of collaboration. It defines collaboration as people or organizations working together towards common goals by sharing knowledge. True collaboration requires defining goals, refining approaches, and taking action together. It provides examples of how the ARF (Advertising Research Foundation) facilitates collaboration across the advertising and marketing industry through events, training programs, and bringing different groups together. The overall message is that organizations need to reinvent themselves through bold collaboration by knowing their strengths, choosing complementary partners, and being willing to learn from both successes and failures.

1. Bold collaboration:
…Are You Ready?

2. ✔ 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

3. ✔ 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

4. Collaboration
ARF : 5 examples
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5. Cannes you or can’t you?
Philadelphia or South of France

6. “How I spent my summer vacation”

7. IIeX Conference
“How I spent my summer vacation”

8. “How I spent my IIeX Conference”
QQ Is Rome burning?

9. “How I spent my IIeX Conference”
AA Yes, Rome is always burning

10. “How I spent my IIeX Conference”
You still have an opportunity
to expand your
innovation footprint

11. 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
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12. So why is it such hard work?
COL
LABOR
ATION
Origin was about “working” together
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13. Maybe fear that:
“Collaboration is the act of cooperating
traitorously with an enemy that is
occupying your country.”
– Word Net, Wikipedia
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14. What if we thought about it
this way?
COL
LAB
ORATION
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15. Collaboration
Collaboration
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16. 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?
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17. 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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18. 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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19. 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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20. Our Board of Directors2 Do
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21. ARF Mobilizes at Mobile Meet up
Brad Smallwood Jim DravillasPeter Orban
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22. Mix Mash Up
This is the story
of big discourse
at AM 8.0
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23. Relationships First:
Industry Association Landscape4 Do
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24. 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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25. Future Inspiration: The New ARF5 Do
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26. The New ARF
Big Data
Future
modelers/stats need
to be able to speak
to
C-level
Big Data
More training on
statistics with
people who
understand data
Mobile
Articulators: ask the
right questions
Cross platform
Help me understand how
people engage with
multi-platform content-
THEN how to understand
measurement
Researcher of Future
Research education –
not just young pros-also
the generation beyond
young pros
Researcher of Future
Make collaborative
teams to solve industry
problems – cross
functional, qual/quant
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27. ✔ Amplify your voice through partnership
✔ Build your skills by experimenting
✔ Choose your partners:
– right brain seeks left brain
– left brain seeks right brain
Reinvent yourself
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28. Bold Collaboration: Are You Ready?
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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”

29. 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 Krumholtz
Luck is No Accident
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