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How Advertising Works Now: The Consumer and Customer in Charge

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Chris Bacon – EVP, Global Research, Quality & Innovation, The ARF
Chris Bacon is EVP, Global Research, Quality & Innovation at The ARF, where he leads the Research Quality initiatives and leads The ARF’s Leadership Lab program.  Prior to The ARF, Chris led the global consumer and shopper insights team at E&J Gallo Winery.  Prior to Gallo, he was Global Director of Consumer Insights for the Personal Care Division of Colgate-Palmolive.

Mike Bloxham




Mike Bloxham – SVP, National TV & Video, Frank N. Magid Associates
Mike Bloxham, SVP, National TV and Video at Frank N. Magid Associates, has worked in media research for over 25 years, advising corporations, media owners and government agencies on marketing and communications issues. A recognized innovator and thought leader, he has extensive experience in attitudinal and behavioral research across media and marketing channels with an emphasis on the integration of emerging and traditional media among audiences from children to seniors.




Maurice Blanks – Co-Founder, Chief Operating Officer, Blu Dot
Maurice Blanks is Co-Founder and Chief Operating Officer at Blu Dot, the Minneapolis-based modern home furnishings company. In 2002, after a ten-year career in architecture in Chicago, and one season as an on-air design correspondent for the Style Network, Maurice returned full-time to Blu Dot, which he started in 1997 with two Williams College classmates. He now oversees all company operations worldwide, including sourcing, product development and retail store development, and is deeply involved in Blu Dot’s marketing and branding strategies.




Terry Clark – Chief Marketing Officer, UnitedHealth Group
Terry Clark oversees and coordinates UnitedHealthcare and Optum branding, marketing and advertising efforts on a functional basis enterprisewide. He also has direct responsibility for direct-to-consumer marketing for UnitedHealthcare Medicare & Retirement, the nation’s largest business dedicated to the health and well-being needs of seniors and other Medicare beneficiaries. Clark joined UnitedHealthcare in 2006 from InterActiveCorp, a consumer technology company comprised of leading digital brands, where he last served as executive vice president of sales and marketing for the company’s Entertainment Publications division.




Kaywin Feldman – Duncan and Nivin MacMillan Director & President, Minneapolis Institute of Art
Kaywin Feldman has been the Duncan and Nivin MacMillan Director and President of the Minneapolis Institute of Art (Mia) since 2008. Feldman oversees the museum’s staff of 250, its fine-art collection of some 89,000 objects, its 473,000-square-foot facility, and an annual operating budget of $31 million. She is the current board chair of the American Alliance of Museums (AAM), a trustee of National Arts Strategies (NAS) and The Chipstone Foundation, and past president of the Association of Art Museum Directors (AAMD).




Belle Frank – EVP, Director of Strategic Integration & Growth, Young & Rubicam
Belle has vast experience across many consumer categories, and oversees all Y&R strategic research initiatives.  She has been with Y&R more than 25 years and is recognized in the industry as having great expertise the measurement of communications. Belle has worked with major clients such as Xerox, Pfizer and Merck as well as Optum, Galderma Cetaphil and Campbell’s.  She was part of the small team assigned to develop the agency’sBrandAsset® Valuator (BAV) model and is a thought leader in brand positioning.

Belle has a BA in French from Tufts and holds a Master’s from the Harvard School of Education where she studied the effects of communication.  She currently teaches the research class for the City University of NY Masters in Branding & Integrated Communications.  She is an active member of the Advertising Research Foundation.

Belle published The Advertising On-Ramp this year to help the new generation of marketing communications talent. She co-authored several pieces published in Admap including, “Reinventing Qualitative Research” (February, 2007) and “Brand Strategies for an Economic Downturn” (September, 2008).   She received an Advertising Women of New York, Trailblazing Working Mother of the Year award in 2007.

Gayle Fuguitt




Gayle Fuguitt – CEO & President, The ARF
Gayle Fuguitt is the first woman to lead The ARF since she became CEO & President in April 2013. Prior The ARF, Gayle spent 32 years at General Mills and served on The ARF board and executive from 2005-2012. She holds a B.A. in economics and a B.S. in industrial relations from the University of Wisconsin. Gayle was recently inducted into the Market Research Council Inc.’s Hall of Fame in 2014.

Manuel Garcia-Garcia PhD – SVP, Research and Innovation: Global and Ad Effectiveness, The ARF
Dr. Manuel Garcia-Garcia is SVP, Research and Innovation: Global and Ad Effectiveness. In this role he works on cross platform measurement order, priming, “digital natives” and other applications of neuroscience to these issues including follow up research.  Dr. Garcia-Garcia joined The ARF from Nielsen Neuro where he served as Director of Neuroscience from 2012 through 2015.  He is also an Adjunct Professor at the NYU Leonard N. Stern School of Business.  Dr. Garcia-Garcia holds a PhD from theUniversity of Barcelona where he received the prestigious Extraordinary Doctorate Award.

Douglas Hegley, Director of Media and Technology, Minneapolis Institute of Art
In 2011, Douglas Hegley joined the Minneapolis Institute of Art (Mia) as its first Director of Media and Technology, arriving after 14 years at The Metropolitan Museum of Art, where he was the General Manager of Digital Strategy. His earlier career included stints in higher education and in pediatrics research. Mr. Hegley brings extensive expertise in digital strategy; new media; social networking; web and mobile apps; content production, archiving, and distribution; and information technology and technical support. With degrees in Psychology from Adelphi University and the University of Wisconsin-Madison, he has strived to bridge the gap that can form between technology and people by emphasizing clarity and communication. Mr. Hegley currently sets the vision and strategy for all technology and digital media efforts at Mia, and aims to deliver engaging stories to all audiences via digital channels. He has been recognized by his peers as a leader in the field, is a frequent public speaker, and has served on the boards and committees of regional and national cultural heritage organizations, including the Minnesota Association of Museums, the Museum Computer Network (president in 2011), Museums and the Web, the Institute of Museum and Library Services, the Journal of Digital Media Management, and the New Media Consortium.




Susan McDonald – President & CEO, Naxion
Susan is a marketing consultant and veteran market researcher who leads NAXION, formerly National Analysts and previously a division of Booz•Allen & Hamilton, where Susan was a partner and Vice President.  Susan’s career spans consumer products and pharmaceuticals (she has worked on brands as diverse as Coke and Viagra) and has focused primarily on launch and lifecycle management, including forecasting, positioning, portfolio strategy and market segmentation.  She also testifies frequently as a survey methodology and brand expert in cases involving claims of deceptive advertising and trademark infringement.

Susan received an MA and PhD from the University of Pennsylvania’s Annenberg School.  She is author of a text on qualitative research techniques, and articles in refereed journals as well as commercial publications.  She began her career as a journalist and poet, and is at work (slowly) on two different books:  a history of the market research field and a volume of poetry titled “Missing Matter.”  Even the best predictive analytics cannot foretell which one will be completed first.




Dave Morgan – CEO & Founder, Simulmedia
Dave Morgan is the CEO & Founder of Simulmedia. He previously founded and ran TACODA, Inc., an online advertising company that pioneered behavioral online marketing, as well as Real Media, Inc., one of the world’s first ad serving and online ad network companies. He also served as EVP of Global Advertising Strategy at AOL.




David Poltrack – CRO, CBS Corporation President, CBS VISION
David F. Poltrack is CRO of CBS Corporation and President of CBS VISION. He is the current Chairman of The ARF Board of Directors and in 2014, was inducted into the Broadcasting & Cable’s Hall of Fame. David is also an Adjunct Professor at NYU and Columbia University as well as the author of Television Marketing: Network, Local, and Cable (McGraw-Hill). He holds a B.A. in history (magna cum laude) from Notre Dame and an M.B.A. in marketing from NYU.

Kristin Prestegaard, Chief Engagement Officer, Minneapolis Institute of Art
Kristin Prestegaard is the Chief Engagement Officer at the Minneapolis Institute of Art (Mia). At Mia, Kristin oversees the Audience Engagement Division, which was created in 2012 and encompasses marketing, public relations, design and editorial, social media, and custom visit personnel. Kristin plays a lead role in the museum’s strategic communications and in creating a dialogue with Mia’s many audiences. She is responsible for all audience engagement, a key aspect of the museum’s new strategic direction, and cultivates both internal and external relationships to cultivate new interest and encourage sustained engagement. At Mia, Kristin was instrumental in developing the Third Thursday program, a free monthly event designed to actively target and engage the millennial generation of museum visitors. Each Third Thursday event attracts an average of 2,000 visitors. She received her Bachelor of Arts Psychology, Management from Gustavus Adolphus College and later received her Master of Organizational Leadership from St. Catherine University.




Howard Shimmel – Chief Research Officer Turner Broadcasting System
In this role, Howard oversees day-to-day management of the company’s television and digital research professionals supporting the domestic Turner networks and businesses. Previously, Howard was SVP of Ad Sales & Sports Research for TBS, Inc. Over the span of his career, Howard has developed research expertise related to technology adoption, methodology and advertising’s impact on sales. He holds a B.S. from the State University of New York at Stony Brook.

Jasper Snyder, EVP, Research & Innovation: Cross-Platform, The ARF
Jasper is a member of The ARF’s Research and Innovation team, and is focused on cross-platform media consumption and measurement. He is a trusted advisor and market researcher with 15 years of experience leading quantitative and qualitative research and analytics projects across the consumer and B2B sectors and is also an internationally recognized expert on social media listening and monitoring. Before joining The ARF, Jasper worked in Ipsos’ Strategy Partner Group, providing guidance to major clients on all aspects of corporate and brand strategy. Prior to this, Jasper was VP of Insights at the industry-leading social media consultancy Converseon, client services manager at BuzzBack Market Research, and head of Primary Research for Datamonitor (Technology) in London. Jasper holds a degree in law and French law from the London School of Economics, a master’s in tax law from Queen Mary, University of London, and a Diplome d’Etudes Juridiques from Strasbourg University. He has a wealth of international research experience and speaks French, Italian, and German. Jasper lives in Brooklyn with his wife and son.

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