MASB Winter Summit 2020: Where Marketing Activities Meet Financial Return

MASB Winter Summit 2020 takes place February 26 – 27 at the Union League Club, 38 E 37th St, Manhattan, New York, NY. The Summit runs Wednesday 2 PM to 6 PM followed by a dinner reception, and Thursday 8 AM to 4 PM. The program includes: Brand Value and Customer Franchise Are Material – Tony Pace, MASB President/CEO ANA …

Sinclair and Keller, Meier Honored at Summer Summit

Two awards were presented to three well-deserving individuals at MASB Summer Summit, Aug. 8-9 in Chicago. Kevin Lane Keller, Ph.D., and Roger Sinclair, Ph.D., were jointly awarded the inaugural Margaret H. Blair Award for Marketing Accountability. They co-authored two articles published in the Journal of Brand Management, A Case for Brands as Assets (2014) …

Marketing Metric Certifications Awarded at Summit

During MASB Winter Summit 2019 in San Diego last week, contributors to the MMAP Metric Catalog received awards to recognize the certification of their marketing metrics. MASB’s Marketing Metric Audit Protocol is a formal process for connecting marketing activities to the financial performance of the firm. It includes the conceptual linking of marketing activities to …

The Marketing Value Chain Revealed at MASB Winter Summit

MASB Fellow Stephen Diorio of the Forbes Marketing Accountability Initiative will lead a session on The Marketing Value Chain at MASB Winter Summit 2019 in San Diego this month. With 2019 dubbed ‘The Year of Brand Valuation’, recognizing Marketing’s role in creating enterprise value is critical.  To aid in this, Diorio has created a general framework …

GRAMMYs CMO Greene to Discuss Maximizing Sponsorship Return

Customizing Sponsorship Assets to Maximize Marketer Return will be addressed by Evan Greene, CMO of The Recording Academy, at MASB Winter Summit 2019, Feb. 26-27 in San Diego. The format will be an interactive discussion with MASB President & CEO Tony Pace. MASB has partnered with the ANA (Association of National Advertisers) for the Sponsorship …