AI as Enabler
MASB is taking on AI! Anything to get away from the trite mouthing of generic platitudes. I’ve been to conference after conference where one speaker after another stands up and says, “AI can be useful but of course you have …
Category: Marketing Accountability
MASB CEO Seddon Awarded Silver Apple
MASB CEO Joanna Seddon is joining 300+ individuals and organizations who since 1985 have received Marketing Club of New York’s Silver Apple Award for marketing industry achievement, leadership and giving back to the field and community. Seddon has been a MASB …
DePaul University Marketing Joins MASB
The DePaul University – Driehaus School of Business Department of Marketing has joined the Marketing Accountability Standards Board and is encouraging all of its faculty to participate. With more than 300 undergraduate majors and graduate programs, DePaul is the largest …
MASB Examines the KraftHeinz Split
The Marketing Accountability Standards Board has had a keen eye on KraftHeinz throughout the difficulties that have resulted in its splitting up. On Aug. 13, just prior to the big announcement, MASB Trustee and former industry exec Jim Meier discussed …
Change Agent Yoch Joins MASB
“Change agent and future shaper” Eric Yoch has joined the Marketing Accountability Standards Board. Believing that authenticity is the foundation of successful brands, marketing, and products, he piloted Unilever’s first global project and has also worked in brand marketing at …
Cain to present MMM Uses & Pitfalls in Sep 24 webinar
The next episode in the Making Marketing Accountable webinar series happens Wednesday, Sep. 24, Noon ET, and features Peter Cain, presenting MMM: Design, Uses and Pitfalls. Dr. Cain is Executive Director and Co-Founder of Marketscience, an independent marketing analytics consultancy specializing in advanced …
Discussion and Engagement – CEO View of Summer Summit
The MASB organization is now getting back to work after being consumed by the Summer Summit. It was worth it! The Summit was very successful. I’d like to give our many thanks to our hosts at the DePaul Kellstadt Graduate …
Brand Valuation League Tables Linked to Financials
During its recent Summer Summit at DePaul University, the Marketing Accountability Standards Board (MASB) awarded Brand Finance with Marketing Metric Certification for its Brand Valuation League Tables, which passed the rigors of the Marketing Metric Audit Protocol (MMAP), the formal …
Bobby Calder Blazing Trails at MASB
Northwestern University Kellogg School of Management Professor Emeritus of Marketing Bobby Calder was honored as a Joseph Plummer MASB Trailblazer during MASB Summer Summit, Aug. 13 at DePaul University. The trophy was presented by award namesake Joe Plummer. Trailblazer recognition …
Navigating Challenges in the Era of Disruption | MASB Summer Summit
In today’s volatile landscape, marketers face an unprecedented confluence of forces—from the rapid advancement of artificial intelligence to mounting geopolitical tensions and economic uncertainty. At MASB Summer Summit, Aug. 13-14 at DePaul University in Chicago, a panel of experts will discuss Navigating Today’s …