The ARF invites marketers to sit at the "decision table"

Geoffrey Precourt
Warc

Over the course of her 32-year career at packaged food group General Mills, Gayle Fuguitt developed the kind of expertise that made her a central player in the drama that was changing the nature of marketing research. As the company's vp/consumer insights, she was renowned for "bringing the voice of the consumer to the decision table." It was her mantra, and one that she integrated into every corner of the General Mills marketing-research franchise, alongside spreading the word at assemblies all over the world as a keynote speaker.


Gayle Fuguitt outlines the ARF's vision / Photo Credit: Dan Collazo

In the spring of 2013, Fuguitt fine-tuned her message, promising to bring the voices of marketing research into the Advertising Research Foundation (ARF). That opportunity presented itself when she joined the ARF as president/ceo in mid-April. And in the second week of June, this vision came to life at her first large-scale meeting as the organization's leader - its annual Audience Measurement (AM) gathering in New York City.