Investment in sponsorships, partnerships and experiential marketing continues to grow as brands look for the best way to engage with their consumers and shape brand perceptions to generate demand and drive organic growth. Measuring and quantifying the contribution that sponsorship programs have on brand building (ROO) and the financial value they drive (ROI), has …
Marketing activities have traditionally focused on success in the product marketplace, but the C-Suite is increasingly requiring marketing to view its ultimate purpose as contributing to the enhancement of shareholder returns. The reinvigoration of the accountability functions of marketing through the lens of firm value as a key driver of marketing is the subject …
Meet MASB’s new CEO, Joanna Seddon, at MASB Fall Summit 2022, taking place Thursday & Friday, Oct. 13-14 at Columbia Business School‘s new Manhattanville Campus in New York City. Remote participation is available for Thursday only. Request your invitation today from events@themasb.org REMOTE SCHEDULE October 13, 9 AM – 5 PM ET (with lunch break) IN-PERSON SCHEDULE …
Joanna Seddon’s vision is marketing elevated to its rightful position. “We are the people responsible for the demand chain, which is growth. So why aren’t marketers more respected in the boardroom? It’s because of the lack of marketing accountability.” Newly appointed as CEO of MASB, the Marketing Accountability Standards Board, Seddon shares its mission …
Additional team members are needed for the Marketing Metric Certification Project, which maintains the industry’s only Metric Certification Catalog, and the Common Language in Marketing Project, which curates the popular online resource, the Common Language Marketing Dictionary. MASB project teams include reps from our member organizations plus staff members working on issues prioritized by the directors. Teams meet …
Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability, including co-founding MASB, the Marketing Accountability Standards Board, and serving as its first President/CEO. Nominations are being accepted through August 31, 2022, for the fourth annual Margaret H. Blair Award for Marketing Accountability, …
Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for sponsorship as well as contractual considerations. Part 4 sets forth …
MASB, the Marketing Accountability Standards Board, has assembled a wide array of research and educational resources available for improving business communication and linking marketing activities to financial return. Take advantage of them! MASB WHITE PAPERS Our research is highly regarded and regularly downloaded by marketers worldwide. We are proud that our library includes the …
The Marketing Accountability Standards Board is celebrating marketing and advertising executive Karen Ebben with the Joseph Plummer MASB Trailblazer Award, announced by Joe Plummer himself at MASB Spring Summit on April 7. “I worked on General Motors all over the world…” Plummer recalled, “and I kept hearing about this amazing, brilliant advertising–marketing–sponsorship person. Then …
The MASB paper, The Financial Value of Brands Imperative: Why Brands Must Be Valued in Financial Terms, is now available in print as well as digital form. Despite the obvious connection between marketing activities and the meeting of long-term monetary goals, the Financial Value of Brands is not systemically monitored or analyzed in most organizations. To …