There’s a new Executive Vice President of Advertising Effectiveness at the Advertising Research Foundation (ARF), according to a Mediapost report. It’s Robert Woodard, former VP of Global Consumer and Customer Insights at Campbell Soup Co. The soup firm received quite a bit of publicity when they redesigned their iconic cans using neuromarketing analysis, among other tools.
Woodard was a major participant in ARF’s neuromarketing standards effort, and also spent time in a senior slot at Coca Cola.
It’s good to see ARF continuing to focus on advertising effectiveness. There is far too much money spent on ads that simply don’t sell product or build brands in any meaningful way. And, it seems, Woodard has a healthy respect for neuromarketing.