The Advertising Research Foundation (ARF)

August 6 2008

In the US, the Advertising Research Foundation (ARF) has named Procter & Gamble veteran Kim Dedeker as Chairperson of its Online Research Quality Council (ORQC) Client Advisory Board. The ORQC was established last August to develop a set of standards for buyers of online research. In June, it launched the ‘Foundations of Quality’ initiative, to provide knowledge-driven answers to client questions about the overall quality and effectiveness of online market research. Dedeker is currently VP External Capability Leadership - Global Consumer & Market Knowledge at Procter & Gamble. She joined the firm’s Consumer & Market Knowledge Department in 1982 and has since had direct responsibility in each of the company's Global Business Units. She has a BA in Economics from the University of Cincinnati. ARF/ORQC Chairman Robert Tomei commented on her appointment: ‘With Kim at the helm we can now look forward to invaluable input and guidance as marketers and research agencies work together to address the many critical issues and opportunities facing the quality of online research today.’ Other members of the Client Advisory Board are: Robert Atencio, VP, Insights and Customer Strategy, Wal-Mart Stores Jim Carter, Executive Director, Advertising Research & Metrics, AT&T Dr Tom Evans, VP, Audio Research and Special Projects, ESPN Gayle Fuguitt. VP, Consumer Insights, General Mills Ron Gailey, SVP, Director of Research & Customer Insight, WaMu Leroy Leiker, SVP, Brand Marketing Research, Bank of America James Mendelsohn, VP, Corporate Strategy, Capital One Steven Oi, Sr Consumer Insights Manager, Kraft Amy Raihill, Consumer Insights Manager, Shell Michelle Salazar, Sr Director, Global Consumer & Business Insights, McDonald's Bob Sanders, Sr Manager - Marketing Strategy, Measurement & Insights, Allstate Insurance Stan Sthanunathan, VP, Global Knowledge & Insights, Coca-Cola Clifford Thumma, Sr Director, Team Leader, US Market Analytics, Pfizer John Willard, Director, Market Research & Consumer Relations, Bayer Consumer Care. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF is dedicated to aggregating, creating and distributing research-based knowledge that will help members make better advertising decisions. Web site: www.theARF.org . Printer-friendly version of this article. Email this article to a friend. Register for News emails