The Online Advertising Playbook: Proven Strategies and Tested Tactics from The Advertising Research Foundation

Joseph Plummer

Dr. Joseph Plummer is the Chief Research Officer at The Advertising Research Foundation.

Previous to his appointment at The ARF, Joe was Executive Vice President, Director of Research and Insight Development for McCann-Erickson WorldGroup. In this post, he was WorldGroup’s top knowledge officer with regard to insight-development methods, strategic research quality, and employee training and standards.

Previously at McCann, Joe was Executive Vice President, Director of Brand Strategy on Global Accounts for McCann-Erickson WorldGroup. Prior to joining McCann-Erickson in 1997, he was Vice Chairman and Worldwide Planning Director at DMB&B and Executive Vice President of Young & Rubicam advertising agencies. Earlier, from 1995 to 1997, he was Vice Chairman of ASW, a worldwide research firm, and a Board Director of the firm from 1995 to 1999. He started his career in advertising with the Leo Burnett Company in Chicago. Joe earned a BA from Westminster College and a master’s and doctorate from Ohio State University. He has served as chairman of the Research Committees for the American Association of Advertising Agencies and the American Marketing Association, and as a trustee of the Marketing Science Institute. Dr. Plummer is currently Adjunct Professor at the Columbia Business School.