Marketing & Finance are Aligning On Measurement Standards for Return
(Short Term & Over Time)
August 16-17, 2012
Thursday, August 16, 9:00AM-5:30PM
Welcome & Charge | MASB Chair David Stewart, LMU
MASB Warm-Up | Earl Taylor, MSI
What’s Been Accomplished & What’s Ahead
Marketing & Finance Aligning (Brand Investment & Valuation Project):
Journey to Brand Value: The Critical Missing Link | Don Sexton, Columbia
Keynote Marketing and Finance Pairs – Panel
Discussion | Jamie Richardson, Kimberly-Clark
Project Review & Status | Mike Hess, Nielsen
Marketing & Finance Aligning (Improving Financial Reporting Project):
Journey to MD&A Notes: Off Balance Sheet | Jim Gregory, CoreBrand
Keynotes on Improving Financial Reporting Intro | Michael Moore, UCR
Brand Valuator Perspective | David Haigh, Brand Finance
Summary & Call-To-Action | Meg Blair, MAF/MASB
Advisory Council Meeting | Stewart
Friday, August 17, 9:00AM-Noon
MASB Book I Team Meeting 8AM | Gugel, Stewart
BIV.MarCom Team Meeting 8AM | Primola, Sexton
Featured Project: Measuring Return from Interactive (Craig Stacey, Stern)
What is Known; Where We Stand | Sherrill Mane, IAB
Interim Interactive Budgeting Standards | Rafael Alcaraz, Hershey
Featured Project: Measuring Return for CPG w/CLV
The Pilot & What Lies Ahead | Kate Sirkin, SMG & Rick Abens, Foresight
Other Projects Underway (Overview, Status, Discussion):
Common Language Wiki | Paul Farris, Darden