We have ambitious goals for 2024 and beyond. We are driven by our vision—to elevate the CMO to their rightful place in the boardroom, by making marketing accountable. In 2023, we gained traction. 2024 is about making it happen. We’ve …
Background From May through September of 2023, the Marketing Accountability Standards Board (MASB) published three articles that were compiled into the white paper, The Bud Light Brand Divorce: How impaired brand preference led to persistent sales volume decline. Now, with …
Snack industry giant Mondelēz International is making a commitment to accountable marketing by joining MASB, the Marketing Accountability Standards Board. Nick Graham, Global Head of Insights & Analytics at Mondelēz, will serve as MASB Advisor. He has over 20 years’ …
With a strong interest in measuring the financial impact of creativity, the California State University, Long Beach has joined the Marketing Accountability Standards Board. Ingrid M. Martin, Ph.D., Professor of Marketing in the College of Business, is participating as MASB Advisor …
MASB CEO Joanna Seddon reviews past progress as well as future goals and challenges for the many projects and initiatives of the Marketing Accountability Standards Board, which is elevating the CMO by making marketing accountable with standards and principles that …
Proven applications changing the work and culture of Marketing were discussed at MASB Winter Summit by Venky Shankar of Southern Methodist University (Moderator); J. Walker Smith of Kantar; Nobuyuki Fukawa, of the Missouri University of Science and Technology; and Mark Stouse …
Not all customers are brand-led the same way. Measuring where and when your brand matters can drive marketing efficiency by 20-45+ percent in driving revenue. Identifying the variability of when, where, and with who your brand drives purchasing decisions is …
The Measuring Creativity Intiative produced two sessions at MASB Winter Summit 2024 on March 6. First Deliverables & Next Steps from the project was presented by Latha Sarathy, Chief Research Officer at the Association of National Advertisers. Kerry Benson, Creative …
Creative strategy and accounting for creative impact will be the subject of the Measuring Creativity panel at MASB Winter Summit on March 6. Moderated by Kerry Benson, Creative Solutions Lead at Kantar, the panel will include David Kimmett, Director of Advertising Messaging …
Proven applications changing the work and culture of marketing accountability will be reviewed by the Marketing Digital Intelligence panel at MASB Winter Summit on March 6. Moderated by Venky Shankar, Professor of Marketing at Southern Methodist University, the panel will include …
