2024 was a most productive year for the Marketing Accountability Standards Board. Here are just some of the highlights:
MASB Winter Summit was held remotely and featured panels on Measuring Creativity and A.I., Causal Analytics & Marketing Accountability. Nobuyuki Fukawa from the Missouri University of Science and Technology spoke on The Digital Twin Revolution, and Edgar Baum from Avasta presented Global Brand Evaluation Standards. See SUMMIT VIDEOS.
Jim Meier and Frank Findley added The Bud Light “Brand Divorce” Part 4 – Still No Reconciliation to their ongoing series. Edited by Director of Communication Erich Decker-Hoppen, it’s now being incorporated into the upcoming Financial Value of Brands Imperative, 2nd Edition.
In April, MASB issued its first metric certification of a software product to Proof Causal.ai software by Proof Analytics. The certification process includes the conceptual linking of marketing activities to intermediate marketing outcomes and the cash drivers of the business. Several other metric certifications and recertifications are currently under way, making the MASB Metric Certification Catalog more robust than ever.
We celebrated the inaugural World Brand Day on May 10 with the second in our series of Making Marketing Accountable webinars, MASB CEO Joanna Seddon on The Golden Ticket to Business Value Growth. Check out all seven episodes of this popular webcast!
MASB published Sponsorship Accountability: A Roadmap for Sponsorship Marketing Success, sharing recommendations to improve the accountability of sponsorships and identifying practices that improve value. Available from Amazon and Barnes & Noble.
Rutgers Business School hosted MASB Summer Summit, featuring long-time member Marc Fischer from the University of Cologne on How to Leverage the Brand to Impress Investors and a new member spotlight on Michelle Gibb, VP Insights & Analytics at Mondelēz International. Fran Cassidy from the Institute of Practitioners in Advertising UK answered the question, What do investment analysts really think about marketing? See SUMMIT VIDEOS.
In October, the MASB Measuring Creativity Initiative published the literature review, The Financial Return on Creativity: The Case of Advertising. focusing on the definition of, management of, and financial return on creativity in advertising. A new MASB initiative, Sustainable Marketing Accountability, is just getting started.
The UMD Project Team added more than two dozen terms to the Universal Marketing Dictionary, which continues to grow in popularity.
Twenty educational videos were added to the MASB Channel on YouTube which has more than 35,000 views. Thanks to everyone who promotes our content on social media!
ON DECK
We’re off and running in the new year! Don’t miss the next episode of our Making Marketing Accountable webinar series on Wednesday, January 8, 2025, when Ray Katz, COO of Collegiate Sports Management Group, breaks down Naming Rights – Rights, Wrongs & What’s Next. Registration is FREE! Request your invitation from [email protected].
Get ready for MASB SPRING SUMMIT 2025, March 20-21 at Southern Methodist University Cox School of Business in Dallas, Texas! Non-members, request your invitation from [email protected].
Keep up with the latest on marketing accountability throughout the year – Subscribe to MASB NEWS by email!