Wednesday, September 27, 2006

Engagement Video Series: Dr. Joseph Plummer of The Advertising Research Foundation

After interviewing Bob Barocci, president of the Advertising Research Foundation, earlier this week, I convinced Joe Plummer, Chief Research Officer of the ARF, to face the camera for a chat with moi. Beyond a lifetime of contributions to advertising research, Joe Plummer is largely responsible for leading the framework for the Engagement initiative, including its working definition: “Engagement is turning on a prospect to a brand idea enhanced by the surrounding context.” Here’s the AdAge story about the definition and framework, which was unveiled last March (Jonathan Carson and I actually contributed to the corresponding whitepaper).

One of the things I like about Joe's take is that he believes insights garnered from consumer-generated media should play a major role in the equation, along with other emerging human insights. Our video chat is a must-see, so I encourage you to press the Play button below.

Past Interviews In The Engagement Series


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