Getting a seat at the "decision table" - outlining the future of the ARF and market research

In this article, Gayle Fuguitt, the president/CEO of the ARF, outlines her vision of the future for both the organisation and market research as a whole.

Getting a seat at the "decision table" - outlining the future of the ARF and market research

Geoffrey PrecourtWarc

About a decade ago, when Bob Barocci, took over as president/CEO of the Advertising Research Foundation (ARF), he set out on a mission to redefine its purpose, and one which ultimately meant: "we changed the organization's focus to advertisers. Since the advertisers are paying for everything, if we impact their needs, everybody's boat will rise. Not universally popular back then, but we did it."

As Barocci retires from his position, he leaves his office to a most appropriate successor: "Our...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands