Gayle Fuguitt

Ms. Fuguitt is responsible for leading the ARF into its next chapter, navigating the many changes sweeping through the advertising, marketing, research and consumer engagement community. As the leader of the ARF, an organization with a 75-year history and more than 400 members, Ms. Fuguitt serves as the voice of the industry and a champion for its global growth. Prior to being named president and CEO in April 2013, she had served as a board and executive committee member of the ARF since 2005, and continues in these positions.

Ms. Fuguitt previously spent 32 years at General Mills, where she was most recently VP-Global Consumer Insights for over 17 years managing a $150m annual research budget. At General Mills and throughout her career, she has emphasized shifting professional research’s value proposition from execution to strategy, complementing traditional data reporting with predictive analytics, and ensuring that research is recognized as a board room function that best represents the voice of the consumer.

With a career track record of sponsoring innovation, Ms. Fuguitt often has been at the forefront of industry change, keenly spotting opportunities and trends. In 1998, she shifted 85 percent of General Mills' research budget online, at a time when such a move was controversial within the industry. Additionally, Ms. Fuguitt invested in research entrepreneurship by partnering with the CRO and Treasurer to establish a General Mills venture fund for start-up research companies including MarketTools and Iconoculture. Over $70m was invested.

Ms. Fuguitt is currently a member of Wharton’s Future of Advertising Advisory Board, a member of Ehrenberg Bass’ Advisory Board and a Trustee of the Minneapolis Institute of Arts.

She is a former board member of Converseon, a social media agency, MarketTools from 1999-2011 and Iconculture for eight years and was a founding board member and Chair of the AC Nielsen Center for Market Research at the University of Wisconsin-Madison, and member of UW Madison School of Business Board.

Ms. Fuguitt holds a Master of Business administration degree from the University of Wisconsin-Madison and two bachelor's degrees – in economics and industrial relations – from the University of North Carolina-Chapel Hill. She lives in New York City with her husband.

Speaking with

Allison Arden Publisher AD AGE
Dave Morgan CEO & Founder SIMULMEDIA
Dr. Horst Stipp EVP, Research & Innovation, Global & Ad Effectiveness THE ARF
Shelley Zalis CEO IPSOS OTX
Steven Wolfe-Pereira CMO DATALOGIX
Artie Bulgrin SVP, Global Research & Analytics ESPN
Bryan Chupp Director of Digital Marketing PFIZER
Dr. Carl Marci Chairman & Chief Science Officer INNERSCOPE RESEARCH
Lori Hiltz CEO HAVAS MEDIA NORTH AMERICA
Paula Alex CEO AEF
Charles Kennedy Former EVP, Research NBCU CABLE ENTERTAINMENT
Dr. Michael E. Smith Director, Industry Relations NIELSEN NEURO
Mary Berner President & CEO MPA—THE ASSOCIATION OF MAGAZINE MEDIA
Ted McConnell Principal TED MCCONNELL CONSULTING, LLC
Trish Doran SVP, Director MR & CI JP MORGAN CHASE
Belle Frank EVP Global Director of Strategy & Applied Research YOUNG & RUBICAM
Brad Smallwood Head of Measurement & Insights FACEBOOK
David F. Poltrack President, CBS VISION CRO, CBS CORPORATION
Jane Berzan President DMA
Pranav Yadav CEO NEURO-INSIGHT, US INC.
Ann Green Senior Partner, Client Solutions and Innovation MILLWARD BROWN
Jane Clarke Managing Director CIMM
Julie Halpin Anderson EVP Solutions & Engagement THE ARF
Peggy Conlon President & CEO AD COUNCIL
Tim Spengler President, Content Marketing & Revenue Strategy IHEARTMEDIA
Brendan Kitts Chief Scientist ADAP.TV
Erica Farber President and CEO RADIO ADVERTISING BUREAU
Steve Freitas CMO OAAA
Gina Grillo President THE ADVERTISING CLUB OF NEW YORK
Nancy Hill President & CEO 4A'S
Jason Kint CEO DIGITAL CONTENT NEXT
Steve Lanzano President & CEO TELEVISION BUREAU OF ADVERTISING
Bob Liodice CEO ANA
Matt Miller President & CEO AICP
Steve Pasierb President & CEO THE PARTNERSHIP FOR DRUG-FREE KIDS
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