At ARF Audience Measurement Conference, Hof Tops Huff

While some if not the majority of conference sessions were steeped in data the Audience Measurement Conference made clear that true power is in the people Data is nothing without the talent to contextualize and apply that data to effect actionable insights Wisdom is a currency in and of itself Havas Global Brands CEO Lori Hiltz explained to the audienceOne speech in particular proved very powerful in conveying how to fearlessly face forward both personally and professionally amp160Sarah Hofstetter CEO of 360i delivered the Tuesday afternoon keynote and opened by expressing concern in succeeding Arianna Huffington But Hofstetter provedamp160far more inspiring and engaging than Huffington who spoke last yearamp160about her tiresome sleep crusadeamp160Hofstetter39s keynote titled quotConviction Adaptability and the Power of Technologyquot detailed how she has beenamp160influenced by her grandparentsamp160who are both Holocaust survivors From her grandparents Hofstetter explained she got her scrappy leadership qualities amp160staying true to conviction adapting to change and harnessing the power of technologyamp160She shared a moving anecdote about how her grandfather at 88 still goes into work at the insurance brokerage he founded on Long Island after fleeing EuropeTransitioning to her agency experience Hofstetter said it39s been about quotkeeping to those timeless fundamentalsquot especially in her approach toamp160the early days of search marketing She and the team at 360i identified a problem in 2006 when quotLiving with Edquotamp160an HGTV reality program about actor and dedicated environmentalist Ed Begley Jramp160they were tasked with promoting was losing significant search shelf space to another quotEdquot erectile dysfunction In a big bang of social media marketing the team tapped into a nascent blogging community and generated considerable digital buzz for the ecofriendly show brand byamp160sharing the programquotThe Internet is the world39s largest focus groupquot Hofstetter asserted sharingamp160how 360i39s Grand Ogilvy Awardwinning campaign for Lean Cuisine used a specific insight to effect positive perceptions and sales Through dedicated investigation into online conversation 360i recognized that negative online conversations around Lean Cuisine were driven by nonpurchasers The WeighThis campaign transformed vulnerabilities into assets by taking direct aim at scales and the meaning of weight The ads decreased share of negative social conversations from 24 to 3Hofstetter argued that turning vulnerabilities into assets is not just a lesson in effective marketing but an appropriate approach to life As a working mom Hofstetter acknowledged the difficulty of quotbeing pulled in a lot of directionsquot but noted that being a mother has also made her a better manager She said her children also make great educators and offer a testing ground for new ideas In other words working motherhood does not have to be regarded as a weakness but as a strengthHofstetter advocated for quotdiversity of thoughtquot in the workplace quotIt39s not about checking boxesquot she explained And so far as being a senior female executive in the ad industry who also stays true to conviction by unplugging for 25 hours a week in observance of the Sabbath it39s about perseverance People have to tell themselvesamp160quotthere is no barrierquot and that quotthe opportunity is therequot she advisedquotStanding still is going backwardsquot Hofstetter said of the need to stay true to the fundamentals while also adapting to change Rather bluntly sheamp160asserted of the implicit theme of the conferenceamp160quotData is crap without insightquotThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160

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At ARF Audience Measurement Conference, Hof Tops Huff

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