Sapient Digital Strategists to Chair Committees of the Advertising Research Foundation
NEW YORK—FEBRUARY 16, 2010—The Advertising Research Foundation (ARF) has asked two Sapient digital strategists to chair key committees as the organization experiences a surge in new memberships, it was announced today.
Rob Gonda, digital strategy director at Sapient Interactive, will chair the ARF’s Digital Media council. Nathaniel Perez, head of social marketing at Sapient Interactive, will co-chair the ARF’s Social Media council, headed by Lynne Johnson.
“As major brands and ad agencies flock to the ARF for knowledge on how to engage their customers, we are happy to have two heavy hitters chair these important committees,” said Bob Barocci, president/CEO of ARF. “Marketers need advice on how to lead conversations with their consumers in a multichannel world. Rob and Nathaniel are the perfect experts to shape the ARF’s ability to provide much-needed guidance in this area.”
As chair of the Digital Media council, Gonda will continue the group’s mission to increase the awareness and knowledge of digital innovations from both brand and consumer perspectives; evaluate how to include new marketing innovations into the media mix; and establish digital marketing metrics.
With 15 years of experience in the digital space, Gonda has worked for a variety of brands including Adobe, Guinness, Toyota, Taco Bell, and NBC. Before joining Sapient, he co-founded iChameleon, an interactive agency renown for its application of emerging experience design and creative technology.
As chair of the ARF Social Media council, Perez will advise marketers on how to be the chief storytellers for their brands, and to develop a plan for bringing a human voice into the boardroom by “listening” to what is said in social media as part of a cohesive customer intelligence program.
With 14 years in the digital world, Perez has worked with brand such as H&R Block, Coca-Cola, ADT, Kraft, Air Canada, Citi, JCPenney, AT&T, Terra, Condé Nast, Mercedes AMG, Carnival Cruises, and Burger King. His previous experience explored the intersection of business strategy, new media, and technology at Razorfish and IBM Global Services.
About Sapient Interactive
Sapient Interactive, a division of Sapient (NASDAQ: SAPE), is the largest independent interactive marketing services firm in the world. Through combining strategy, creative and technology, the firm creates immersive multi-channel brand experiences that result in more profitable customer relationships and revenue growth for clients, including Celebrity Cruises, Honda Jet, Sony Electronics, Travelers, and Times Online. Headquartered in Boston, Sapient Interactive has operations throughout North America, Europe and Asia. For more information, go to www.sapientinteractive.com.
About the Advertising Research Foundation (ARF):
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. ARF members include more than 400 advertisers, advertising agencies, associations, research firms, and media companies. The ARF is the only organization that brings all members of the industry to the same table for strategic collaboration. The ARF is located at 432 Park Ave. South, 6th Floor, New York, NY 10016 and on the Web at www.theARF.org.
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