“Marketing exists to drive profitable and sustainable growth through increased demand. Since growth is measuredin financial terms, the strength of brands and the resulting customer franchise must also be expressed and analyzed in financial terms. Regular measurement and analysis of …
Artificial Intelligence (AI), Generative AI and Large Language Models (LLMs) are the rage these days. They are disrupting businesses, upending business models, and shifting marketing. They pose uncertainties and challenges related to investments and returns. What should companies and CMOs …
In recognition of the inaugural World Brand Day, MASB CEO Joanna Seddon explains why financial brand valuation and evaluation as recommended by ISO standards are “the golden ticket” for growth-minded marketers. Episode 2 of the webinar series Making Marketing Accountable.
The Marketing Accountability Standards Board (MASB) is pleased to announce the new membership of Mays Business School at Texas A&M University. Mays educates nearly 6,300 undergraduate, masters and doctoral students in accounting, finance, information systems, management and marketing, ranking consistently …
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 …
If you missed the fascinating content from MASB Spring Summit on April 7, check out these two sessions. Karen Ebben and Mike Wokosin of the MASB Sponsorship Accountability Metrics Project share progress and learnings from the first four years of …
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 …
Despite the rise of digital media and new technological developments, television remains one of the most effective platforms for advertising, but advertisers need to manage the quality of their messages and the media weight of their advertising more carefully than …
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 …
Are sports marketers ready for new NCAA rules allowing college student athletes to benefit from their name, image and likeness starting with the 2021-22 academic year? Is there a female student athlete advantage? How about one for “first movers?” Former …
