Adrian J Cotterill, Editor-in-Chief
The Advertising Research Foundation are holding two events during on Thursday Octber 16, at TRIBECA ROOFTOP during Out of Home New York (itself October 13-17, 2025).
At Creative Effectiveness 2025, they will examine the evolving definition and methods of building brands in today’s fragmented, creator-driven landscape. As traditional creative hierarchies give way to grassroots and platform-native content, brands are increasingly co-created by creators, communities, and algorithms.
What does brand coherence mean when messaging is spread across influencers, retail media, and full-funnel digital channels? How can brands build lasting equity while remaining culturally relevant in real time?
This event will bring together leading marketers, creators, and researchers to tackle the industry’s most pressing challenges:
The conference will be co-chaired by:-
- Amy Fenton, CEO, MarketCast
- Lindsay Franke, Group President, North America Ipsos
- Mark Truss, Executive Director, Galileo Research and Strategy Consultancy
Following the conference, the ARF David Ogilvy Awards will be held to honor research and insights-driven advertising.
The 2025 finalists include a wide scope of work, from brands such as Coca-Cola, Toyota, McDonald’s, Pfizer, Uber, Visa and more, all competing for Gold, Silver, Bronze, and the prestigious Grand Ogilvy.
Registration can be found here.
10:00 – 17:00 Creative Effectiveness Event | LIVESTREAM and In-Person, TRIBECA ROOFTOP, NYC
17:00 – 21:00 David Ogilvy Awards Ceremony | In-Person Only, TRIBECA ROOFTOP, NYC
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