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 …
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 …
MASB Spring Summit 2022 happens April 7, 9 AM to 4 PM via Zoom. Request your invitation from events@themasb.org. Designing a Better CMO Role Why CMO role design is less than ideal and how to navigate it to achieve better outcomes Kimberly A. Whitler Frank M. Sands Sr. Associate Professor of Business Administration, University …
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 Stephen Diorio of The Revenue Enablement Institute. Sponsorship Accountability Panel: Name, Image, Likeness and …
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 is good marketing accountability, economic growth on a macro level will be greater,” Pace …
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 business growth through continuous improvement in Marketing ROI, and 2) prove the contribution of …
Compelling Topics: Realtime Marketing, CMO Role & Tenure, NIL+I Sponsorship, and Digital Marketing Accountability Join us at MASB Fall Summit 2021 on Nov. 11, 9 AM – 4 PM at the historic Union League Club in Midtown Manhattan, New York City. Remote attendance through Zoom is also available. Request an invitation from events@themasb.org. PROGRAM Spotlight …
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 de force on the subject of AI’s challenges and opportunities for marketing, and he …