SITUATION:
This valuable industry source of thought leadership was experiencing declining membership and losing relevance.
Challenge: how can the ARF regain the stature it deserves?

CLUE:
Research was seen by the advertising industry as, at best, a quantitative, measurement capability and at worst, an impediment to creativity.

AHA!
Next Step reframed the category from research to “inspiring intelligence” to communicate the true value of membership....and led a total rebranding effort to express that promise in all brand assets: web redesign, brand identity/logo, etc.