Advisory Council Chair Bendle Joins MASB Board

MASB Director Neil Bendle
MASB Director Neil Bendle

After a remarkably productive and extended term as Advisory Council Chair for the Marketing Accountability Standards Board (MASB), Neil Bendle is taking a seat on the MASB Board of Directors. Member of the council since 2016 and chair since 2017, he is Associate Professor of Marketing at the University of Georgia – Terry College of Business.

Bendle has set a great example for all of the advisors serving on MASB’s project teams. As co-lead of the Finance in Marketing Education Project, he helped create the Finance in Marketing video library and has produced several videos. He has also contributed to definitions for MASB’s marketing dictionary and led the MASB Emerging Issue Task Force, a team dedicated to tackling the newest pressing challenges marketers face. With his guidance, several new initiatives were launched including the highly impactful Sponsorship Accountability Metrics and Financial Value of Brands projects.

“Never one to shy away from a difficult subject, Neil brings a rigor to and passion for filling in gaps in marketing’s state of the art,” noted MASB Executive Director Frank Findley.

Most impressively, Bendle agreed to remain in his role past his term as MASB navigated the challenges of the pandemic.

“Neil’s unique perspective, informed by his training as a marketer, experience as an accountant, and understanding of international dimensions of both marketing and accounting has served MASB well and made him an invaluable member of the MASB leadership team,” reflected MASB Chair David W. Stewart. “His contributions to MASB and its mission are legion. We owe Neil a hearty thank-you and look forward to continuing to work with him as he pursues new challenges.”

Bendle’s successor on the MASB Advisory Council will be announced shortly.