Tuesday, September 22, 2026
9 – 10:30 AM
(Open for breakfast and networking at 8:30)
Growing Brand Value While Maintaining Accountability
– PANEL –
Erich Joachimstaler, Ph.D., Founder & CEO, Vivaldi Group
Joanna Seddon, Managing Partner & CEO at Presciant
Moderator: Lee Hornick, Director of Membership at MASB
HOST:
4A’s
(American Association of Advertising Agencies)
LOCATION:
25 West 45th Street, 16th floor, Manhattan NY
$30 | Continental breakfast included
REGISTER for MASB BREAKFAST CLUB SEP 22
Growing brand value while maintaining accountability is the process of linking long-term brand-building investments to measurable business outcomes. While growth is the ultimate goal, accountability serves as the “roots” that ensure this growth is sustainable and not just a result of short-term, high-cost promotional tactics.
During this program you will discover new ways to:
• Design and implement a best practices approach to measuring the economic impact of brand and marketing.
• Prove that the only way to drive sustainable business growth is investment in brand and marketing – along with the innovations identified by Marketing as future customers’ greatest needs.
• Substantiate this by producing robust evidence of the incremental financial results that this type of investment produces, presented in CEO and CFO language.
• Show that the need to maintain marketing spend during a downturn is critical and quantify the economic impact of retaining, increasing, or cutting investment.