Gayle Fuguitt

CEO & President

Future forward:Leading at the Bleeding Edge

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The C-Suite “Ask” Is Simple:

Do my marketing drive growth and

sales?

Where do I spend my next marketing ?

Our C-Suite OPPORTUNITY

74% $100b $75t

It was a “high” D !

But Mom …

“The future is here, it’s just notvery evenly distributed.”

– William Ford Gibson

The ARF Defines Ground Truth

’36 ’61 ’89 ’09 ’11 ‘15

Ground truth #1:

Advertising works

Ground truth #2:

Brands are Built in the Brain

Ground truth #3:

…but you can’t count your way to great creative

Creative counts…

Today’s Ground Truth

Our Technology solutions haven’t

kept up with the consumer today

12 ounces

5 ounces

1 ounce

Beer

Wine

Liquor

Did You Know: The Lines on a Solo Cup

are Measurement Marks