Episode 10:Dr. Scott McDonald - President & CEO, Advertising Research Foundation (ARF)

Legends of Media Research

English - June 02, 2022 06:04 - 55 minutes - 63.1 MB - ★★★★ - 5 ratings
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Previous Episode: Episode 09: Colleen Fahey-Rush (CRO - Paramount)

Next Episode: Episode 11: Robert Atencio (former research leader at P&G, Coca-Cola, Frito-Lay/Pepsico, Walmart and Pfizer)

Scott was the magazine industry's leading researcher, having led research at both Time Warner and Condé Naste. In this episode he shares stories from the golden age of magazines - with important lessons for the future (particularly around the importance of 'context' which magazines did best). He also discusses the ARF and its future direction. Another episode you won't want to miss!