ARF hires Campbell Soup man as ad effectiveness EVP

Woodard (pictured) will take up his new post in September and will work on the organisation’s NeuroStandards 2.0 study, the follow-up to last year’s NeuroStandards project, to which he was a “major contributor”. The new study will be expanded to include traditional creative testing and emerging biometric techniques.

He spent a decade at the Campbell Soup Company where he headed market research for the entire corporation, and previously worked as vice president of consumer and market research at Kmart. Earlier in his career he spent ten years at Coca-Cola in several research director roles.