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 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 …
MASB Spring Summit 2022 happens April 7, 9 AM to 4 PM via Zoom. Request your invitation from [email protected]. Designing a Better CMO Role Why CMO role design is less than ideal and how to navigate it to achieve better …
Catch up on the conversations at MASB Fall Summit 2021, Nov. 11 at the Union League Club in Manhattan and via Zoom. CMO Role, Deliverables and Tenure MASB President/CEO Tony Pace discusses the evolving role of Chief Marketing Officer with …
According to MASB President/CEO Tony Pace, the Marketing Accountability Standards Board is on track in delivering on its goal of accelerating the acceptance and application of accountable marketing practices to promote both individual enterprise and overall economic growth. “If there …
Loyola Marymount University Professor of Marketing Emeritus David W. Stewart received the 2021 Margaret H. Blair Award for Marketing Accountability, presented annually by MASB to a marketing executive or academic who has implemented the principles of marketing accountability to 1) drive …
Will Thompson thinks that when it comes to artificial intelligence, “the problem isn’t just the inadequacy of the tools for the macro challenges of marketing, it’s also marketers’ mindsets and those of their stakeholders.” Thompson has become a global tour …
MASB Winter Summit 2021 Session 1 on Feb. 25 brought together authorities in three areas crucial to marketing accountability: financial valuation of brands, sponsorship marketing post pandemic, and digital marketing accountability. If you weren’t able to attend, check out these …
Recognizing contributions to marketing measurement and accountability, the 2020 Margaret H. Blair Award for Marketing Accountability has been presented remotely to brand strategy consultant Joanna Seddon at MASB Summer Summit 2020. Before recently founding new firm Presciant, Seddon was Principal …
Dr. Paul Farris, Landmark Communications Professor of Business Administration–Emeritus at the University of Virginia, Darden School of Business, has been presented the Joseph Plummer MASB Trailblazer Award by the Marketing Accountability Standards Board during its recent online summer summit. The …
